Facing the development trend and pain points of China's custom home furnishing industry, I conducted some rational thinking and analysis on the future of the whole house decoration and whole house custom market , hoping to attract the attention of the industry and enterprises.
Full house whole house whole house custom
Enter the Warring States Period
In the field of whole house decoration and customized home furnishing, as more and more industries and enterprises enter this sector, there are already signs of fierce competition .
"Full house decoration and whole house customization" has become a mainstream trend and is popular in the capital market. There are 22.9 million web pages entered on the Baidu search engine, "full house customization", and 620,000 web pages of "full house customization", highlighting In this moment, the whole house decoration and the whole house customization are hot.
â–² Network diagram
Throughout the whole house decoration and whole house customization, the Chinese home furnishing market has evolved into real estate developers, custom home furnishing companies, building materials companies (floors, doors and windows, stairs, ceilings, ceramics), finished furniture companies, home textile companies, home appliance companies The Warring States Period of the six-road army market dispute .
In recent years, customized home furnishing companies such as Oupai Home Furnishing, Shangpin Home Furnishing, Sofia, Zhibang, WoLe Home Furnishing, Piano, Gold Medal Kitchen Cabinets, etc. have listed on the motherboard market . These custom furniture listed companies are all entering the field of custom home furnishing through self-built production systems or mergers and acquisitions without exception.
Traditional finished furniture companies, such as Gujia Household, Qumei Household, City Window and Models, are all entering the whole house custom furniture market. Haier, Fangtai, Wanjiale, Rongshida, Vantage, etc. in the home appliance industry have also entered the field of custom furniture. Large-scale home furnishing stores such as Red Star Macalline and Actual Home have also invested in custom homes.
â–² Network diagram
At the same time, with the gradual implementation of the hardcover rooms of upstream real estate development companies, real estate developers holding "household traffic" have expanded from the construction industry to the integration of downstream industrial chains such as whole-house furniture, home appliances, and home textile supporting customization, becoming a whole-house The first customized platform. For example, large real estate developers led by Country Garden, Vanke, Evergrande, and Greenbelt are all custom-built or fully-furnished.
Whether it is a significant decline in market demand , or overcapacity , and the intensification of price wars , these indicate that the field of whole house decoration and custom home furnishing has entered the deep waters of competition.
Man-made board custom furniture
Pain for consumers
Unlike traditional finished furniture, mass-produced whole-house custom home products on the market have a very serious homogenization of exterior design. Basically, they are horizontal and vertical artificial board cabinets. Real innovative design has not become product differentiation. Core competitiveness.
The key problem is that the "empty core" of China's furniture manufacturing industry is very serious! Core equipment and high-end hardware are basically bought. At present, the industry 4.0 factory and robot production line of China's whole house custom home furnishing enterprises are basically bought!
At the recently concluded Cologne Furniture Material Hardware Equipment Exhibition and Hanover Woodworking Equipment Exhibition in China, China is still the world's largest buyer. Chinese custom furniture companies have become a feast of "foreign equipment". The profits of Chinese custom furniture companies have become increasingly marginal. On the one hand, core technology and high-end equipment rely on high prices to import, on the other hand, they spend a lot of money to hire entertainment stars to endorse, these costs are ultimately transferred to consumers !
â–² Network diagram
Due to the profit-seeking nature of the capital market and investment funds, Chinese custom-made enterprises mainly focus on the expansion of market size and advertising promotion. The pain point problem has not been really resolved.
Therefore, China's furniture manufacturing industry calls on enterprises with long-term strategic deployment such as "Huawei" that value basic research and core technology research, and Ren Zhengfei-type entrepreneurs!
Similarly, China's furniture manufacturing industry also needs to build high-end equipment manufacturing brands such as Germany's "Hero", "Power", "Kuka", and Italy's "Bias". , Hettich, Blum) and other high-end hardware brands .
If these core issues are not resolved , China's furniture manufacturing industry will always be at the low end of the industrial chain and cannot become a true global furniture powerhouse!
This is still Chinese
Is it a good lifestyle?
China's home furnishing used to be 1000 years ahead of Europe.
The Chinese nation once created the pinnacle of artistic works such as Chu Han lacquer furniture, Tang and Song porcelain, and Ming-style furniture in the history of the development of world furniture. Satisfy the Chinese people's yearning for a better life, and put forward the theory of firm "Chinese cultural confidence".
The famous economist Mr. Zhang Wuchang recently pointed out: "China's cultural thickness is superior to humans"! The Chinese have the traditional ideal of "the harmony between man and nature " and " Peach Blossom Origin ". The Chinese developed an aesthetic lifestyle of " qin chess, calligraphy, painting, poetry, wine, tea and tea " in the Song Dynasty.
However, as the contemporary Chinese home furnishing industry that is most closely related to people's living standards, the 21st century Chinese furniture manufacturing industry is manufacturing the world's largest number of panel wardrobes and cabinets on a very large scale. Is this the Chinese people's beautiful lifestyle? We need to re-understand and reflect on this !
Innovation breakthrough is king
In my opinion, compared with the current common wood grain product surface decoration of China's custom furniture products, the personalized design and color texture of the surface materials of custom furniture in the future will become a new product breakthrough and a product based on design aesthetics. Competitiveness also needs to be re-established.
For example, as one of the world's most important home upstream industry innovation display platforms, Cologne International Furniture Material Hardware Equipment Exhibition, the most important segment is the innovative breakthrough of furniture surface material patterns and textures.
â–² MINI Garden
In China, the world-renowned exhibition platform International Famous Furniture (Dongguan) Exhibition continues to lead the trend of the Chinese furniture industry while integrating real estate, construction, building materials, interior decoration, customization, finished furniture, and soft decoration in the field of high-end whole-house assembly Such as the pan-furniture resources, opened a new exhibition mode in the industry -the integration of finished products and high-end customization , and the new exhibition format integrated with the whole house decoration, becoming the pioneer of the transformation and upgrading of the large home furnishing industry.
Since the opening of the Custom Home Furnishing Show in 2017, this year it has been further upgraded to the Whole House Furnishing Custom Show and Dongguan International Design Week, becoming a cross-border innovation topic in the field of home furnishing.
â–² Boundless Residence
Among them, famous furniture and a famous designer in 2018 created a high-end integrated model room in MINI garden and a 28-day rapid construction, rapid installation and movable project-" Boundless Residence ".
In March 2019, on the basis of "Boundless Residence", the Famous Furniture Exhibition took only 20 days to create three integrated and large-scale " houses " covering an area of ​​2000 square meters-the whole-house integrated and integrated exhibition A wonderful presentation.
This unprecedented new species of exhibition not only brings a revolution in the scene of the exhibition, but also redefines high-end whole-house decoration. It will also bring wonderful design aesthetics to the Chinese whole-house decoration customization exhibition held in July by famous furniture. .
â–² Whole house whole house integration
The big house project should be a typical case of high-end customized home furnishing for finished furniture , which is a distance from the general custom home furnishing enterprises!
Behind this case, it is based on an open technical service platform- Wanwujia system .
"Dazhai" whole house assembly and integration exhibition relies on the Wanwujia system and at the same time revitalizes 6 major "design + manufacturing" industry resources : architectural materials, interior design, high-end custom home, finished furniture, soft decoration design, landscape design, it is worth The industry is concerned about the weather vane .
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