1, summary of outdoor leisure furniture and supplies industry
Outdoor leisure furniture and supplies are mainly consumed in Europe and America. At present, the industry in North America, Europe and other developed countries have formed a stable market size, industrial maturity is high. The development of the industry is closely related to people's habits and lifestyles. In developed countries such as Europe and the United States, most people live in single houses with courtyards, with large outdoor space, people prefer to choose outdoor leisure activities, outdoor leisure furniture and supplies have become part of the quality of life, representing a way of life of leisure and natural integration, so Europe and the United States have a large demand for outdoor leisure furniture and products. According to the usage situation, the general replacement period of outdoor leisure furniture and articles is 1-3 years. The average replacement period of outdoor leisure furniture and articles is generally 1.48 years, belonging to the consumer goods that need frequent renewal. In a good economic environment, people tend to shorten the replacement cycle as long as the household expenditure is affordable.
Especially in recent years, the market of outdoor leisure furniture and supplies has been developing towards individuation and fashion. The demand of individuation and fashion accelerates the update of products, improves the development speed of outdoor leisure furniture and products, and promotes the growth of industry demand.
2, market analysis of outdoor leisure furniture and supplies industry
1) global situation
Outdoor leisure furniture and supplies belong to a subdivision area of furniture industry, and the market potential is huge. According to Database from the United Nations Commodity Trade Statistics, the global market demand for outdoor leisure furniture and supplies in 2016 is about 33.995 billion US dollars. The market demand of developed countries in Europe and the United States is the main part, and has formed a stable market scale.
Year of 2009-2016 market capacity of global outdoor furniture supplies:
According to historical data, the global outdoor furniture and supplies market demand is expected to maintain a growth rate of 3% - 4% in the next five years, and reach a market size of $37.9 billion in 2019.
2) North America
North America is one of the major consumer areas of outdoor leisure furniture and supplies, and the United States is the world's largest single country market for outdoor leisure furniture and supplies. As employment’s improved and low Federal Reserve interest rates kept for a long time, promoting the development of the real estate market, and a good growth of the demand for new and update outdoor leisure furniture and supplies in the United States. According to statistics from the United Nations Commodity Trade Statistics Database, outdoor furniture and supplies sales in the United States in 2016 amounted to $10.697 billion. Details are as below:
Scale of outdoor furniture market in the US (US $100 million)
Based on historical growth rates, it is expected that demand in the United States will continue to grow well over the next five years. Assuming a 2% growth rate, sales in North America will reach $11.352 billion in 2019.
3) European Region
Europe is an important market for outdoor leisure furniture and supplies. After the financial crisis in 2008, consumption in European markets declined significantly. In recent years, with the gradual recovery of the economy, depressed displacement demand in the region was released, and consumption capacity showed a steady upward trend. At the same time, since 2012, the European real estate market has shown a significant recovery, led to outdoor leisure furniture and supplies market demand for new purchases. In 2016, sales of outdoor leisure furniture and supplies in Europe reached US $4.329 billion. Overall, sales in the European market tend to be stable. In 2009 -2016, the specific situation of the European outdoor furniture and supplies market capacity is as follows:
Scale of outdoor furniture market in Europe (US $100 million)
Overall, sales of outdoor furniture and supplies in the European market have be stabilized. Assuming a 2% growth rate, sales in Europe are projected to reach $4.594 billion by 2019.
3, development trend of outdoor leisure furniture and supplies industry:
(1) the potential of domestic demand is huge, and the international competitiveness is increasing.
The market potential of developing countries represented by China is enormous, which will provide broad development space for this industry. At present, China has developed into a global outdoor leisure furniture and supplies manufacturing center, with completed industrial supporting. Our country's outdoor leisure furniture and supplies industry's superior enterprises rely on its unceasingly promoted design ability and production technology level, the international competitiveness is strengthened unceasingly.
(2) R & D capability determines the development of an enterprise.
The demand for outdoor leisure furniture and supplies shows a diversified trend, which is embodied in the increasing demand for individualized and high-end products in the market and the reasons of increasingly diversified demand for products are different cultures, consumer preferences and climatic environment. Product development and design capability is an important factor to determine the added value, technical content and brand competitiveness of enterprises. Outdoor leisure furniture and supplies manufacturers need to quickly track changes in the market demand, strengthen product development and design capacity building, and introduce customized outdoor furniture and supplies suitable for customer tastes to meet customer needs for products. In the future, with the upgrade of consumers' consumption concept, the independent design and development level of brand outdoor leisure furniture and supplies enterprises will directly dominate the premium capacity of their products.
(3) industry concentration is gradually improving and brand is becoming the focus of operation.
China entered the production of outdoor leisure furniture and supplies in the early 1990s. After more than 20 years of development, the total production and trade of outdoor leisure furniture and supplies has begun to take shape. However, the investment of brand building in the industry is seriously inadequate, the ability of brand design is weak, lack of deep national brand, and are still lagging behind Italy, Germany and other foreign high-end brands. At present, China's outdoor leisure furniture and supplies industry has a large number of participants, industry concentration is low, with the continuous development of outdoor leisure furniture and supplies industry, industry concentration will gradually improve, dominant brands will occupy a dominant position in the market. In the future, brand will become one of the important factors for outdoor leisure furniture and supplies industry to attract consumers, so brand management is the core of the industry business. Strengthen independent brand management and brand building, form a clear brand positioning and brand connotation, is the way to enhance product competitiveness and brand value-added, and the important trend of developing the future outdoor leisure furniture and supplies industry.
(4) new materials and technologies are highly respected.
The application of new material and new technology improve not only the service life of products, increase the performance and function of products, but also effectively improve the profit margin of products. Therefore, it is favored by the enterprises in the outdoor leisure furniture and supplies industry, such as using plastic wood and art wood to replace part of wood, and metal materials used in outdoor leisure furniture and supplies. The product has stronger ability of anti-corrosion while having good tactility. The application of new materials makes the products beautiful and lengthening the outdoor life. With the development of domestic economy, people's living standard has been greatly improved, and the demand for outdoor leisure furniture and supplies is also moving towards the direction of health and environmental protection. Therefore, the use of new materials and new technologies to produce environmental protection, energy saving, green products will become the consumption trend in future outdoor leisure furniture and supplies market.
(5) informatization and mechanized production will become a trend.
The diversification and individuation of product category make the informatization and mechanization level of enterprises in the industry relatively low. With the continuous development of business scale and the continuous improvement of manpower costs, the enterprise's requirements for equipment efficiency, cost control, product quality are constantly improving, making the application of information technology and the mechanization of production equipment gradually become the key to win in the market competition. In the future, with the intensification of international competition and the upgrading of labor costs, enterprises in the industry will gradually develop towards the level of intelligence and mechanization.
(6) product sales channels will become increasingly diversified.
At present, outdoor leisure furniture and supplies sales channels are mainly still large supermarkets, brand chain stores and other channels. The development of e-commerce will gradually change the existing industry sales mode. Through the e-commerce platform, we can show the samples clearly to consumers in all directions, effectively reduce the cost of sales, simplify the transaction process, and improve transaction efficiency. In the future, e-commerce model will become an effective supplement to the existing sales channels and promote more efficient circulation of outdoor leisure furniture and supplies market.
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