This year, the luxury goods ranks from time to time to present a new face - mahogany furniture, "resource scarcity, hand-made, cultural heritage" has become a bargaining chip for mahogany furniture into the luxury world. However, although mahogany furniture has natural luxury genes in terms of materials, craftsmanship, culture, etc., industry insiders believe that mahogany furniture has to enter the ranks of luxury goods, and still has a long way to go.

Mahogany furniture is born with a "luxury" lineage

In October 2011, the first “International Luxury Mahogany Furniture Exhibition” was successfully held in Macau. The top mahogany furniture from all over the country appeared on the stage, which made a loud shot for the mahogany furniture to enter the luxury circle. From the beginning of the year, the mahogany chair appeared at the Hermès Shanghai exhibition to the first luxury mahogany furniture exhibition. The “luxury” of mahogany furniture has gone a long way and has no hesitation.

Mahogany furniture seems to be born with a "noble" bloodline. Internationally, luxury goods are defined as “a consumer product that is unique, scarce, rare and beyond, beyond the scope of people’s needs for survival and development.” The mahogany furniture has the characteristics of “resource scarcity, hand-made, cultural heritage”. This height is consistent.

Material scarcity is expensive

Compared to other materials, mahogany is a scarce resource. According to the data, the growth of redwoods is slow and it takes a hundred years or even a thousand years to become talented. The industry often uses "cut one less one" to describe the preciousness of mahogany. In addition, in recent years, countries have reduced the amount of cutting and export of redwood, and the raw materials of mahogany furniture have tightened, and prices have also risen. Taking Laos red rosewood as an example, the price in 2009 was 35,000 yuan/ton, and in 2010 it rose to 63,000 yuan/ton. In September this year, it doubled to 148,000 yuan/ton. The price of finished mahogany furniture is naturally high, and mahogany furniture can be described as high.

The value of the process is more than the raw material

In the mahogany furniture industry, there has always been a saying that "three points are divided into seven divisions." The process plays a decisive role in the value positioning of mahogany furniture. Because the “cultural beauty” of mahogany furniture is the key factor in determining value, and these values ​​need to be reflected in exquisite craftsmanship. Zhao Fuzhen, director of the Redwood Furniture Consumer Rights Protection Office, said that a piece of rosewood material, crafted mahogany furniture is likely to have no red rosewood but the value of mahogany furniture is high. Zhang Jing, deputy general manager of Chengwai Cheng, believes that the materials and processes of mahogany furniture determine its value, and the preferred choice is the craft.

The luxury road of mahogany furniture has a long way to go

Although mahogany furniture has natural luxury genes in terms of materials, crafts, culture, etc., industry insiders believe that mahogany furniture has to enter the ranks of luxury goods, and still has a long way to go.

Although the furniture market is generally cold this year, the consumption of rosewood is still relatively hot. But looking at the mahogany furniture market, although the mahogany furniture stores are everywhere, there are signs of prosperity, but there are only a handful of famous brands. The industry believes that the current mahogany furniture has not yet produced a national brand. This situation exposed the soft underbelly of the mahogany furniture industry - too much attention to the value-added of the mahogany itself but neglected the construction of the mahogany furniture brand, the mahogany furniture market has been selling products rather than selling brands.

What the brand brings to the consumer is the emotional value of the spiritual needs. Take diamonds as an example. At the beginning, when people buy diamonds, they only pay attention to the authenticity and purity of diamonds. Later, people gradually pay attention to the origin of diamond products. Later, people buy diamonds and buy more psychological feelings. Because diamonds have been sublimated into a symbol of true love. In this process, the diamond brand that is unique in design and craftsmanship and superior in quality has gradually emerged as the spokesperson of consumers' heartfelt appeal, and has luxury brands such as Swarovski.

Huang Junhao, chairman of Shanghai Hangkong Redwood Furniture Co., Ltd. believes that luxury goods are actually a symbol of a quality brand, because any luxury brand must be outstanding and top-ranking, with high popularity and good deeds. Market share and reputation.

Therefore, establishing a sense of brand building, working hard on quality craftsmanship and design, and using effective marketing methods to enhance brand awareness, this may be the only way for mahogany furniture to move toward luxury goods.

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