1. Lin Jie/Wei Kaiquan/Yang Rui
Sliding-shelf
Lin Jie/Wei Kaiquan/Yang Rui

2. Outline Shelves Market analysis Competitive review Product idea
References

3. Shelves

4. 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,

5. 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 × 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

6. 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

7. 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

8. 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)

9. 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.

10. 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

11. 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

12. References [1] China Furniture Almanac, 2002-2006
[2]
[3] Datentrager-Archivierung/Ablage von DLT/LTO, 4/8 mm-
Kassetten, Optical Disc, usw..... im EDP Multi Media Extreme
Density Regal-System ……