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The cottage products of solid wood furniture "fly" all over the sky
In recent years, the concept of "deep water in the solid wood furniture industry" has become deeply ingrained in the minds of many consumers. But what exactly has led to this perception? Xu, the Marketing Director for the Shanghai region at Taiwan Shaker Furniture, offers some insightful perspectives on the challenges facing the solid wood furniture sector.
First and foremost, the originality of solid wood furniture is often overlooked. Copying or imitation—common in many industries—is particularly prevalent in furniture manufacturing. Why is this the case? Many consumers still hold the belief that solid wood furniture is simply a matter of wood being glued together. As a result, they are less concerned about design authenticity and more focused on the type of wood and the visual appeal. This mindset has allowed imitation to thrive, with brands copying each other's designs without hesitation. For instance, in the case of Taiwan Shaker, multiple brands in the market have nearly identical copies, squeezing out space for original brands and stifling innovation.
Moreover, when it comes to purchasing solid wood furniture, consumers tend to place too much emphasis on the material itself, often neglecting the craftsmanship involved. Even with the same type of wood and similar designs, the quality of the final product can vary greatly depending on the production process. Factors such as drying, painting, and assembly play a crucial role in determining the durability and aesthetics of the furniture. While imitating the shape may be easy, replicating the true craftsmanship is far more challenging.
Another issue is the weak brand awareness among solid wood furniture companies. Although this might not seem like a major problem at first glance, it reflects the immaturity of the industry. In a mature market, the top ten brands usually dominate around 70% or more of the market share. However, in an immature industry, competition is chaotic, with many small players competing for attention. This kind of "three kingdoms" scenario benefits no one—consumers face confusion, and companies struggle to build long-term value. Some businesses even take advantage of this chaos to gain short-term profits.
The furniture industry needs to move away from destructive competition such as price wars and defamation, and instead focus on building strong brands. This should be a collective effort across the entire industry. Companies that previously neglected brand marketing are now realizing the importance of branding. They are investing more in product storytelling and customer engagement, aiming to add more value to their offerings. Brand awareness is no longer a luxury—it’s a necessity.
Finally, the solid wood furniture market lacks strong, influential leaders. No single company holds a dominant market position, and none have been able to shape the direction of the entire industry. Why is this the case? There are three main reasons: 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 good, making it difficult for any one company to become a market leader quickly. Third, as mentioned earlier, many companies lack strong brand identity and marketing strategies.
Becoming the leading brand in solid wood furniture is a 100-year vision for Taiwan Shaker Furniture. After decades of effort, they’ve made some progress, and with continued dedication, they believe their dream will eventually come true.
Change takes time, and it requires patience and persistence—not just in the world, but also in the furniture industry. The current chaos is temporary, and a clear leader will inevitably emerge. It’s not a question of if, but when. We’ll keep watching and waiting for that moment.