High-end customized smart home at Shenzhen Furniture Fair

In mid-March, the 29th International Famous Furniture (Dongguan) Exhibition, the 28th Shenzhen International Furniture Exhibition and the 31st Guangzhou Furniture Fair were successively staged. Last week, with the closing of the Shenzhen International Furniture Fair, the Guangdong Home Furnishing Spring Show also came to an end.

There are fewer marketing campaigns for the public, and there are fewer advertised placards, fewer hot and beautiful women... replaced by more creative exhibition halls and more design-oriented exhibits. At the Shenzhen Furniture Fair, the participating home brands played a hand-to-hand combat and let the strength speak, forming the main tone of this Shenzhen exhibition.

Rather than saying that Shenzhen Furniture Fair gives exhibitors the opportunity to show their self, it is better to say that the exhibition has a platform for in-depth exchanges between the home furnishing industry brands. Although the show has ended, there are still many thoughts left to the industry. This issue of "Shenzhen Weekly·Home Edition" takes stock of the main highlights of this Shenzhen exhibition and interprets them one by one in light of the opinions of the industry.

"Not necessarily only one style"

High-end custom

Luxury style is still dominated by domestic high-end customization

Ms. Huang, the business manager of Onomia, analyzed that the luxury French “French” style has begun to be popular because of the increase in the number of consumers who have purchased large units in the past two years. At the same time, the designers also combine the characteristics of Chinese classical culture with the "French" traditional techniques, and incorporate the "French Chinese style" furniture with Chinese cultural heritage. This style has been formed as early as last year, and at this year's furniture fair, the development of this style of furniture has become more detailed, and many similarly competitive brands have upgraded their products and are very popular among consumers in the market.

“The first time I visited the high-end custom-made pavilion, I looked at it all. I feel that the so-called high-end customization is luxury.” He Yi, a buyer from Yunnan, said frankly that in his view, high-end customization is not necessarily gorgeous. Focusing on the consumer's needs in detail and meticulously meeting their needs is the high-end customization he has in mind.

Surrounded by a gorgeous palace style, the exhibits of the Yi'an company's showroom with fresh colors and simple design attracted the attention of many visitors. Lu Hui, chairman of Yi'an (Hong Kong) Co., Ltd., told reporters that Yi'an has a total of six brands of furniture series, five of which are mainly French luxury. At the end of last year, it is safe to introduce a simple style of “fashionable residence”, which has changed from focusing on luxury shape to paying attention to the smoothness of product lines.

"In my opinion, high-end customization does not necessarily have only one style, less cumbersome shape carvings, more outlines of product lines, but it is easier for consumers to experience the high quality of products." Lu Hui can say that this year their company It will also put more energy on the designer, focusing on the design and innovation of the product.

Italian experience: quality design innovation achievements high-end customization

Twelve Italian high-end brands of different styles appeared in the Italian Pavilion in Shenzhen, allowing designers and real estate practitioners to enjoy a high-end customized visual feast. An Italian exhibitor told reporters that their products will take about three months from order to delivery. All raw materials must be strictly controlled through more than ten links. Each craftsman has more than 20 years of experience. Guarantee the excellent quality of the products. “Quality, design and innovation are the foundation of our company. With them, we naturally form our own different styles,” said the exhibitor.

“Italian exhibits have given a valuable lesson to Shenzhen designers.” After watching the Italian Pavilion, Hou Kepeng, executive director of the Shenzhen Furniture Industry Association, said that in today’s society, the home brand is still out of date in selling products. Ideas and selling quality are the key to establishing a brand.

Hou Kepeng concluded that the real "Shenzhen manufacturing" should have three characteristics, namely design-oriented mindfulness, the power of sustainable innovation and the ability of trend-oriented.

A number of interviewed exhibitors and visitors said that through the three major furniture fairs in Guangdong this year, Shenzhen's furniture fairs can be regarded as the highest overall positioning. The reporter also noticed that the daily high-end custom-made pavilions of No. 3 and No. 4 and the Italian Pavilion No. 5 in the first Shenzhen exhibition were more than the other traditional pavilions. Throughout the high-end custom pavilion, it is not difficult to find that this is the world of magnificent palace furniture. According to the reporter's rough statistics, the brands that focus on the luxury elements of the court account for almost 80%.

Technology + quality + confidence = real smart home products

Smart home

"There are no people, I have people."

In order to make people sleep well, major bedding manufacturers have introduced various high-tech means in their products. In addition to injecting elements of technological design into the interior of the mattress, many branded mattress manufacturers have also used intelligent remote control and electric engineering technology to develop beds that automatically adapt to the needs of the human body.

However, the reporter had previously found in the market that some brand mattress prices can be described as “the peak”, and all of them are close to high-tech, but for their own characteristics, sales staff can’t say why. A reporter surnamed Wang, who has been engaged in the development of smart home products, said frankly that there are indeed many high-priced products on the market wearing high-tech outerwear, abusing the concept of smart home to confuse consumers.

Since the smart home market is mixed, what kind of products can be called smart home? Taking the main mattress of the Shenzhen exhibition as an example, Zhu Jiangbin, director and general manager of Shenzhen Perister Furniture Co., Ltd., said that since the last Shenzhen exhibition, Perister’s bed was first proposed in China. The concept of “bed to sense people” subverts the traditional operating model and is also committed to creating true intelligence. Take the heat-sensitive night light system as an example. As long as you enter the bedroom within 2.5 meters from the outhouse, it will automatically light up, and a few small functions will be reflected in the bedding.

At the same time, at the beginning of last year, Perister's bed and the world's largest personal health technology company Breo Technology reached a consensus. Breo Technology is the world's leading brand of meridian massagers, dedicated to "meridian + technology, improve health quality", this exhibition, Perister also brought an upgraded version of the smart massage bed with the Breo technology. "People have no me, people have me, it is the cost of our smart bedding products to get market recognition," Zhu Jiangbin said.

"You can't make my core technology."

On the other side of the same field, Yalan Group brought its seven brands to the soft-skin exhibition hall. The monologue of the blue-white on the top of the My Side pavilion reflects the brand's ambiguity of positioning smart home products: "Mountains, you can cottage My concept and form, but the cottage can't be core technology!"

Liu Zhigang, deputy general manager of My Side China, told reporters that My Side's core technology system is bedMATCH, which is a "sleep support test system" developed by the world's leading sleep research organization. Each of My Side's mattresses will use different colors of gold, green, blue and red to represent different supports. The numbers represent different degrees of pressure release. Consumers can find their own support color through the bedMATCH test, and then according to their own body. Choose mattresses with different levels of pressure relief, no matter what color the consumer tests, the special mattress can meet the customization needs of the body. This achieves high-end customization of technology and uses science to match the different needs of each consumer.

"I invite you to come to this test bed experience, it will definitely subvert your previous understanding of the mattress." Under Liu Zhigang's warm invitation, the reporter also experienced a sleep support test on the spot, the results show that the reporter is suitable for "green" Grade mattress.

Liu Zhigang introduced that the My Side brand positioning for the first time to enter the mainland market is high-end technology customization. The company will also adopt high-end and precise promotion channels. First select the customer base for the relatively high-end airport setting VIP room, experience room for customer experience, and then will be in the north. The high-end Shopping Mall in the first-tier cities of Shanghai, Guangzhou and Shenzhen has a small experience store. “For the experience, we don’t sell mattresses, because consumers have to go through the bedMATCH test before they can buy bedding. Your mattress is the best. Yours, Liu Zhigang said.

In summary, the question “What kind of products can be called smart homes” has been answered with concrete figuration: high-tech and high-quality products + excellent product quality + confidence for consumers to experience first-hand = true Smart home products.

In the past year, the concept of smart home is very hot, and some industry insiders also assert that smart home will develop into popularity in 2013. In this Shenzhen exhibition, reporters can find products that are advertised as “smart home” in every exhibition hall. Among them, the software exhibits in Hall 2 are the most common.

Pushing multiple series of solid wood furniture to meet different levels of demand