| In recent years,American furniture has been loved by more and more Chinese consumers because of its comfort and practicality.However,due to certain differences in the home environment,aesthetic preferences,and consumption levels of Chinese and Americans,if American furniture is directly introduced China will face a lot of problems such as "unacceptable" or "indigestion".Therefore,American furniture introduced into China must be localized according to China’s national conditions,which means adapting the furniture according to residential size,body size,consumer aesthetics and needs,then form an American-style furniture that is suitable for the Chinese market.Nowadays,domestic American furniture brands are emerging one after another.For Chinese American furniture enterprises,how to make the localization of its own products adapt to China’s national conditions and meet the needs of Chinese consumers better is a problem that needs to be considered and solved.In this article,Shandong XD Wood Industry Co.,Ltd.was used as an example to investigate the localization of American furniture through field survey,comparative induction,questionnaire survey,Likert scale and other methods.It systematically summarizes the localization measures that Shandong XD Wood Industry Co.,Ltd.has made for American furniture products;summarizes the target group of the XD Wood Industryyoung Chinese consumers’ aesthetic perception and demand characteristics,from which principle of localization of American furniture for young Chinese consumers is derived;finally,in view of the shortcomings of the localization measures of XD Wood Industry Co.,a localization improvement strategy for American furniture was proposed: by clarifying the market positioning,establishing brand characteristics,and using external forces to enhance the company’s popularity;from the two aspects of furniture modeling style and furniture materials to improve products Attractiveness;improve furniture cost performance from two aspects of improving product performance and reducing product price;improve the adaptability of furniture and home improvement environment through the combination of home decorations and furniture products.These measures help the company’s products to better meet the needs of young Chinese consumers and improve market competitiveness.At the same time,this article also proves that the localization of foreign furniture should not only stop at the study of its style,but also consider the needs of consumers.In addition,this article provides reference and reference for peer companies. |
