Lin Jie/Wei Kaiquan/Yang Rui

Outline

Shelves

Market analysis

Competitive review

Product idea

References

Shelves

Market Analysis (1/3)

Consumption Analysis

– Furniture industry

– Fabulous increase of total sale

– Person average consumption is relatively low compared to the developed countries

– High produce-sale ratio

– Data source: China Furniture Almanac, 2002-2006

Requirement Analysis

Market Analysis (2/3)

– Requirement analysis of furniture, especially shelf, taking bookshelf as an example

– Do calculation using the data that are both real and rationally assumed

Furniture renewing 1/10 ×348.37 million ×1000RMB ×10%=3.5 billion RMB Requirement of new housings 1/5 ×(32.7 billion m2/ 500 m2) ×200RMB=2.6 billion RMB Necessities of new office buildings 40 billion RMB ×30%=12 billion RMB ……

– The coming Olympic Games and World’s Fair

– Rising purchasing ability – Data source: China National Furniture Association

Status quo and Conclusion

Market Analysis (3/3)

– Enterprises making business of bookshelf are situated within a market full of opportunities

– Bottlenecks and key points Low design ability Relatively low ability of production and innovation Old conception of management

Competitive Review (1/3)

Classified by the function of products Ordinary bookshelf

Disadvantages

– Occupy too much space

– Limited capacity

– Books put in the open shelf can be easily blurred by dusts

– Books put in the closed cabinet are not convenient to fetch

Existing sliding bookshelves

Competitive Review (2/3)

(With one sliding shelf)

(With two sliding shelves)

Disadvantages

– Danger of toe hurting when fetching things put on the back shelf

– Problem of keeping the runners and floors clean

– High price

Conclusion

Competitive Review (3/3)

– Traditional bookshelves are facing a renovation

– Bookshelves with more functions are urgently required in order to fit the needs of customers.

Product Idea (1/2)

Product idea

– To build some furniture that just combines the advantages of an ordinary shelf with those of a cabinet

Product idea– Building a slidable shelf in front of an ordinary one– Similar products with this design already existed in Europe

– Solutions can still be improved– Design new furniture with almost the same technique used

Target market

Product Idea (2/2)

– Dormitories and small apartments in the cities in which

space is very valuable– The taller standing shelves for educated or wealthy people

who do not want to show everything they have got

in their room but have to be able to get it quickly

References [1] China Furniture Almanac, 2002-2006

[2] http://www.cnfa.com.cn/ce/about/2007/94/2IBBG_4.html

[3] Datentrager-Archivierung/Ablage von DLT/LTO, 4/8 mm- Kassetten, Optical Disc, usw..... im EDP Multi Media Extreme Density Regal-System

……