Lin Jie/Wei Kaiquan/Yang Rui Sliding-shelf 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 Year Sale (billion $) Produce-sale ratio (%) Increase (%) Consumption per Person($)* 2002 4.81 97.10 - 3.7 2003 6.38 32.6 4.9 2004 9.02 98.15 41.4 6.9 2005 13.37 97.64 48.2 10.3 Developed countries Total Sale (million $) Population (million) Consumption per Person($) Germany 18,865 82 229 Italy 13,064 58 226 USA 65,095 288 Data source: China Furniture Almanac, 2002-2006

Market Analysis (2/3) Requirement Analysis 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

Market Analysis (3/3) Status quo and Conclusion 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

Competitive Review (2/3) Existing sliding bookshelves Disadvantages Danger of toe hurting when fetching things put on the back shelf Problem of keeping the runners and floors clean High price (With one sliding shelf) (With two sliding shelves)

Competitive Review (3/3) Conclusion 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 The advantages of a cabinet It can be locked The things that are put into the cabinet do not get dusty and Are not seen any longer The advantages of a shelf the easy reachability of everything inside Idea of new furniture Easy access Has to protect at least some of the things stored inside against dust Has to offer more storage space be possible to lock so unauthorized access is avoided

Product Idea (2/2) Product idea Target market 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 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 ……