"The so-called customization in the furniture industry essentially treats each consumer as a distinct market niche, building upon mass production. This allows consumers to design furniture tailored to their specific needs, resulting in exclusive pieces crafted for individual tastes. As Liu Kangxin explained his business model, he emphasized that we are now in an era where personalized consumption dominates. Standardized production can no longer cater to the unique and diverse demands of today’s consumers, making customized furniture a key player in capturing market opportunities. Personalization often translates into aesthetic preferences shaped by individual values."
However, in the Chengdu furniture sector, customization carries an additional layer of significance. "Space optimization should be the primary value of custom furniture," noted designer Zhang Bing. By tailoring furniture to fit the layout of a home, awkward corners can be transformed into functional spaces while enhancing the overall aesthetics. Given constraints like style and size limitations, as well as difficulties in integrating with existing decor, off-the-shelf furniture often falls short of meeting the spatial needs of modern urbanites. A salesperson remarked that custom furniture helps resolve these issues while maximizing usable space.
"I want a shoe cabinet that resembles an L shape leaning to the left. It consists of two sections, high and low. The taller section will hold more shoes, while the shorter one will serve as seating for putting on and removing shoes," Xiao Liu from Nanchang District shared with the manager of a custom furniture manufacturer. "No problem, let's discuss the specifics, and I'll draw up a design for your approval," replied Xiao Liubian. After finalizing dimensions, materials, colors, and pricing, both parties signed off on the design. Within half a month, the shoe cabinet was delivered and installed at Xiao Liu's residence.
The market potential of customization has drawn numerous companies into the fold. Young consumers represent a significant consumer base, driving the furniture industry toward embracing bespoke solutions. Previously, many Dongguan-based furniture manufacturers focused solely on standardized products. Now, they recognize the growing demand and are either launching or planning to offer custom furniture. Shi Da, sales director of Huanhua Furniture, a subsidiary of Dalingshan Taisheng International Group, mentioned that they too are preparing to introduce customization services, adjusting sizes, materials, and fabrics per client requests. While this won't be their core business, it opens up opportunities for niche production.
Despite the untapped potential in Dongguan, Shi Da acknowledges that few furniture customization firms exist. "This market remains largely undeveloped," he stated. With increasing interest, companies like Dongguan Hongqi Furniture, known for high-end solid wood pieces, are exploring similar avenues. However, the premium price of custom furniture, which can be 30% higher than standard items due to increased production costs, poses a challenge. Shi Da pointed out that transitioning from mass production to customization involves greater expenses.
In Dongguan, certain home furnishing stores feature designated areas for customization. Some stores even specialize exclusively in bespoke furniture. Chen Gangzhu, general manager of Yingfeng Home Plaza, noted that customization hasn’t yet reached a scale effect. Many businesses shy away from custom offerings due to higher costs. Currently, the majority of customers seeking customization are young adults, attracted by its ability to express individuality, efficiency, and fashion-forward appeal. Custom furniture primarily targets wardrobes, wall units, sofas, and TV cabinets.
While custom furniture appears promising, challenges persist. Poor design execution, delayed deliveries, subpar product quality, and frequent hardware failures plague the market. These issues lead to dissatisfaction among consumers, especially when returns are denied. In the case of custom furniture, once a deposit is paid and orders placed, refunds are rarely granted even for defects or unsatisfactory results.
Design and installation expertise also vary widely. Many custom furniture firms lack qualified designers, leading to inconsistent outcomes. A consumer, Mr. Hu, expressed disappointment with his custom furniture due to a novice designer’s oversight in accounting for air conditioning sockets and incorrect height measurements.
Industry standards remain underdeveloped. Despite product compliance with national standards, contract disputes arise over delays, unskilled designers, and other issues not covered by quality benchmarks. Each company handles custom furniture issues differently, often through dedicated after-sales departments addressing problems within set timeframes. Costs associated with repairs, transport, and logistics are borne by the enterprise.
As the demand grows, so does the need for stricter regulations and improved service standards to ensure customer satisfaction."
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