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The cottage products of solid wood furniture "fly" all over the sky
In the world of solid wood furniture, a common belief has taken root among many consumers: that "deep water" lies within this industry. But what exactly makes this idea so deeply embedded? Xu, the Marketing Director for the Shanghai region of Taiwan Shaker Furniture, offers his perspective on this widespread perception. He acknowledges that the solid wood furniture sector is not without its flaws.
First, the originality of solid wood furniture products is often overlooked. "Copycat" designs are rampant across various industries, but nowhere is this more evident than in the furniture market. Why does this happen? Many consumers still hold the misconception that solid wood furniture is simply a matter of wood being joined together. As a result, they don’t care much about original design—what matters to them is the type of wood and how the piece looks. This mindset has led to an explosion of imitation designs, with little regard for creativity or innovation. For instance, in the case of Taiwan Shaker, multiple brands have emerged with nearly identical styles, squeezing out the space for original brands and stifling true design development.
In reality, when it comes to purchasing solid wood furniture, many consumers place too much emphasis on the material itself, often neglecting the craftsmanship involved. Even with the same wood and similar shapes, different manufacturing processes can lead to vastly different results. From drying and painting to assembly, each step plays a crucial role in determining the final quality of the furniture. While copying a design may be easy, replicating the skill and precision behind the craft is far more challenging.
Secondly, the brand awareness of solid wood furniture companies remains weak. To outsiders, this might seem like a minor issue, but it reflects the immaturity of the industry. In a mature market, the top ten brands usually capture around 70% or more of the market share. However, in the current furniture industry, we're still stuck in a chaotic environment where many players compete without clear leadership. This lack of direction harms both consumers and businesses alike. Some companies even thrive on this confusion, using it as a way to gain short-term advantages.
The furniture industry needs to move away from destructive competition such as price wars and smear campaigns. Instead, it should focus more on building strong, recognizable brands. Many furniture companies used to prioritize product development over branding, but now they’re beginning to realize the value of a strong brand identity. Enhancing brand awareness not only increases product value but also builds long-term customer loyalty—this is now a top priority for many companies.
Finally, the solid wood furniture market lacks strong, influential leaders. No single company holds a dominant market share, nor does any one brand significantly shape the industry’s direction. Why is this the case? Three factors contribute to this situation: first, the entry barriers in the furniture industry are low, leading to a large number of companies with varying levels of quality. Second, furniture is a durable, consumer-resistant product, making it difficult for any one company to become a market leader quickly. Third, as previously mentioned, many companies lack strong brand awareness, which hinders their ability to stand out.
Becoming a leading brand in the solid wood furniture industry is a long-term goal for Taiwan Shaker Furniture. After decades of effort, some progress has been made, and the company believes that with continued dedication, this dream will eventually come true.
Time is needed, and time must be invested. Not only in the industry, but also in the marketplace. The furniture sector has been in disarray for a long time, and a true leader will inevitably emerge. This is not just a possibility—it's an inevitability. We’ll keep watching and waiting.