Analysis of antique home furnishing projects (demand, traffic, products, content)

This article deeply analyzes the key elements of antique home furnishing projects, including demand, traffic, products and content. Through field visits and case sharing, it provides valuable experience and ideas for home bloggers and entrepreneurs. Reading this article, you will gain a comprehensive insight into the antique home furnishing field. I hope this article can provide guidance and help for your home furnishing business.

Some time ago, I went to Foshan specifically to look at antique-style home furnishings, and by the way, I disassembled this home furnishing project (I was just going to take a quick look, but I didn’t expect to write so much...), so I wanted to share my related thoughts.

See if this article is useful to those who want to be home bloggers or home business owners. If so, this article is meaningful~

1. Demand

• Low cost (poor decoration in antique style, DIY to make your own cabinet)√
• Lightning protection (effect diagram, success case, failure case, rollover case)
• Ideal self (relaxed, artistic, sophisticated)

Summarize:

Why is the medieval style so popular? It is because many young people are now "anxious" inside. The feeling of the medieval style is that it is very quiet, comfortable, silent, and relaxed, which makes people feel mentally relaxed. However, this style itself is relatively expensive (designer furniture is a must, such as master-level furniture from the 1950s).

Many people cannot afford such expensive second-hand style furniture, so there is a strong demand for "poor second-hand style furniture". However, if you open your own store (B&B, coffee shop, rented house), you will not consider this. The key is to have a prominent style, be able to produce films, and be differentiated.

2. Traffic (search keywords: antique furniture)

1. Key points

• The style is obvious, the effect picture that looks good is the password of traffic
• A strong art style is key

2. Cost-effectiveness

Nowadays, everyone searches directly for the source factory to look at furniture.

High-frequency searches: Shunde and Longjiang, because the first users who paid attention to this style were those who owned villas or ran B&Bs.

3. Products

1. Service

Medieval style whole house design

Small apartment, 50-120 square meters decoration cases, homestay, beauty salon, villa, LOFT, restaurant, clothing store/women's clothing store, duplex, studio, apartment

Medieval style home furnishing

Wall decoration/wall color/wall paint color number, living room matching skills, color matching/color matching, lighting design, stair design & stair handrails, lighting matching, furniture matching, green plant matching

Medieval style home corner

For example, coffee corner - I think the reason why this word has a large flow is because it represents a feeling of relaxation, which meets the demand.

Local

Entrance/Balcony/Bathroom/Hall/Garden/U-shaped cloakroom/Living room/Living room with raised floor/Ceiling/Sofa background wall/Background wall/Fireplace wall/Kitchen & open kitchen/Living room and study in one/Children's room/Bedroom, master bedroom, daughter's room, boy's room/Bay window design

Low-cost renovation of antique style

For example: How to transform with a budget of 4W

2. Product category

Medieval style furniture

Armchairs & lounge chairs, wall-to-wall bookcases, wall-to-wall TV cabinets, bookcases, entrance cabinets, L-shaped wardrobes, wine cabinets, low cabinets, fireplaces, curtains, beds, lamps, floor tiles, floors, doors, paintings, vases, screens, sofas & tofu sofas, tatami

Medieval style ornaments

Floor-standing ornaments, must-have ornaments

Antique wind door

Wooden doors, black doors, sliding doors

Medieval style skeleton line

Cabinets/wardrobes/sideboards/shoe cabinets, skirting boards, wax leather/hot wax

Medieval wood

Black walnut, walnut

3. Style

Mix or contrast the medieval style with other styles

Wild luxury style - emphasizes natural/wild camping style, ancient style, cream style, American style, Chinese style, wabi-sabi style, Maillard style, Nanyang style, European style, French style

Medieval style branch

ins medieval style, minimalist medieval style, contrasting medieval style

IV. Content

1. Materials are divided into three sources

AI drawing (sample drawing simulated by AI)

Real shots (my own home, other people's home, customer's home)

Mark the design source (copy and paste other people's pictures)

2. Content selection

1) Knowledge

The first type: Theoretical

Although it is boring, many people still read it, which shows that no one is creating content in this area. For example, what is the medieval style (classification, concept, characteristics), the basic logic of medieval style matching, the fact that medieval style can be classified in this way, elements, color matching, basic logic of matching, key points to prevent rollover, etc.

The second type: practical

Matching skills, product recommendations, decoration cases + case analysis + key points to avoid failure (many people collect it because everyone just wants to copy homework, it is an important traffic entrance)

The third type: Recommended (source factory/store/brand recommendation)

The demand is huge, for example, interviewing 100 source factories

typical:

The source factories in Longjiang, Foshan and Huizhou (search and make an appointment on Xiaohongshu, then drive there directly)

2) Process type (essentially case sharing)

Share your own renovation process, share your own customer cases, share excellent residential cases around the world, share the owners you interviewed (decoration stories)

Customer home:

Modern medieval style under the slightly tipsy filter丨Huizhou decoration

Today's real scene｜The medieval style home is finally ready~

Your own home:

56 square meters | Sharing a medieval style home🏠

I tried it for you, this is the effect of a French retro home with a price of 300,000 yuan

The house I copied from Xiaohongshu, my neighbor said it looks expensive

Other people's home

I realized that the best combination in decoration is vintage + French! ?

3. Character

Whether or not there is a professional personality has little impact on fans.

1) The first type has a professional personality:

Interior designers, architects, and soft furnishing designers (more of this type)

2) The second type, no professional personality:

Decorate your own home or renovate a rental house at a low cost, highlighting your love of life (sharing fitness, daily life, home furnishings, etc.)

Or a story that highlights the renovation (e.g. the reason for buying a house is to retire early, buying a house with a best friend, no service involved in the house buying process)

3) The third type, home exploration bloggers (similar to store exploration bloggers)

Instead of decorating your own home, you can interview people whose homes have already been decorated.

For example, you can explore the homes of 100 bloggers and generate cross-border traffic. This type of traffic has a large number of fans and is easy to monetize because of its strong storytelling and diverse types. It also contains a copycat list, which can directly guide clicks on the showcase products to monetize.

４）Design studio/factory/brand

Directly display the product list, which can directly bring consultation in a certain book

In addition, the soft furnishing designer plays an important role in improving the conversion rate (weak sales)

5. Field visit experience

01 Products

This time I went to Foshan to experience looking for antique-style furniture from the perspective of a customer. My biggest feeling was that if I were really a young person who liked antique style, it would be very hard and tiring to look for it in Foshan, because basically there are no furniture factories that make this style (there are only less than 5).

For those who like the vintage style, I think the first choice is Atubi, they specialize in the vintage style, and many of their designs are original. The second one is Beiwei Yinji, because they do foreign trade processing, that is, they help others to do OEM, so they will have a lot of drawings, and many of their designs are very eye-catching to me.

02 Traffic

Because people who want to buy something must go offline to see and touch it to experience it. What kind of feeling does it give you? What emotions does it bring to you?

From the perspective of consumer psychology, when choosing furniture, one often tries to find one that matches the mood, atmosphere, and sense of identity that one wants.

In order to achieve this, if the factory wants to expand the traffic channels from TO B to C-end, it really needs to do a good job in the design of the exhibition hall.

For example, IKEA has different model rooms, and different model rooms have different themes and characters. For example, we will see a photographer's room, which has characters and emotions, rather than a space with just scattered furniture.

The above step completes the segmentation of the crowd. The next step is the details of offline conversion:

1. Color matching:

For example, if many colors are put together in an exhibition hall, it may affect your perception of it. (It makes you dizzy)

2. Lighting problem:

Lin's Home Furnishing and Muwen (a sub-brand of Lin's Home Furnishing) are very good at lighting. For example, there are many faint lights on the top, sides, front and back. It feels like there are about ten such lights shining on the sofa at the same time, making you feel that it is very high-end and has a special texture.

Because it illuminates all sides, and it’s not a very strong light, but just the right soft light that makes the product look very good (visualization: the texture of the leather, the touch of the wood grain, the volume of the fabric).

03 Conversion

Sales may focus more on pushing a single product to you, but in fact the key to vintage style is matching, but we may not be able to hear them explain this to you.

After watching Douyin's live broadcast room for a while, I found that those with high conversion rates have the following two characteristics: 1. The live broadcast room guides customers to consult soft furnishing designers and provides solutions; 2. Uses education and training as a means to promote products (designer qualifications + customer cases are a must).

Behavior path:

1. Look at the product brochure and see what kind of products you like first to match your needs;

2. Look for it offline, but it takes time, requires driving yourself, and requires various price comparisons.

Can be optimized:

1. 3D display of online exhibition halls, with different exhibition halls corresponding to different product brochures, guiding the soft furnishing designers to directly enter the consultation stage;

2. Provide a map of local factories (prerequisite: cross-category factory cooperation). Don’t be afraid of customers comparing prices. When they come, they are definitely prepared to spend time shopping.

3. From the perspective of avoiding pitfalls (fear point: fear of ugliness), use preferential strategies to promote sales.

In summary, the entry threshold of this project is still relatively high (it requires supply chain, soft furnishings/architecture basics), but it will have more blue ocean advantages than the Italian minimalist and French styles that are all over the streets.

Author: Ye Ma Fan, WeChat public account: Ye Ma Fan