Search engine to enter “full house Customized, behind the 9.45 million pages, highlighting the current fiery word.
With The overall consumption level of residents and the popularity of one-stop services, the consumption environment of the traditional home building materials market is quietly changing, “full house customization” has begun to become a trend and is popular in the capital market. In 2017 alone, there are 6 “full houses”. Customized “concept company landing on the motherboard.
Industry Data It is predicted that the domestic custom home furnishing industry will reach 150 billion yuan by the end of 2018. Faced with this huge cake, building materials, decoration, furniture, home appliance companies and even real estate developers have the ambition to occupy the market and expand the industrial chain.
Why is the whole house custom so hot?
“Full House Customization” currently has no academically accurate definition, but in practice it has been interpreted as a home furnishing company to create exclusive homes based on consumer design requirements.
Fuyuan Decoration Design Engineering Co., Ltd. is an enterprise that introduced the concept of “full house customization” earlier in China. Its general manager Fu Yuan accepted an interview with China Economic Weekly and said that the whole house customization is to design, produce and install hard and soft equipment. As a whole solution. From the decoration design to the floor, wooden doors, stairs, wardrobes, cabinets, walls, ceilings, furniture, curtains, lamps, etc. to customize the production of all wood products, ultimately to meet the individual needs of consumers, but also to achieve the overall style Uniform, installed in place.
“Now It is no exaggeration to say that 70% of furniture companies are doing whole house customization. Whether it is used to make cabinets or wooden doors, or to make panel furniture or solid wood furniture, all are custom-made.” A door and window brand marketing director Li Gang told the reporter of China Economic Weekly.
Li Gang In the past, the company only used to do the doors and windows, and just joined the “full house customization” ranks last year. “An industry can maintain a growth rate of 30% to 40% per year, which will naturally attract more and more companies to join.” Li Gang said.
Reporter During the visits of many large-scale home stores in Beijing, such as the Real Home, Lan Jingli, and many other stores, many stores have set up special booths to create a “full house customization” advertisement to attract business.
“Many The furniture looks very beautiful in the exhibition hall. It is not so beautiful when it is placed at home, or the size does not match, or the style is not good.” Ms. Li, who is consulting the “full house customization”, told the China Economic Weekly reporter. “I want to buy all the furniture in one stop, and I want to reflect my personal preferences in style, color and design. The whole house customization is satisfied.”
Industry believes that in addition to changes in consumer demand, the rise of “full house customization” will be understood in the context of the current home industry facing profound changes.
Executive Secretary-General of the China Timber Distribution Association Plate Branch Xiao Ming told the China Economic Weekly: “The real estate market has directly affected the home improvement market. The real estate market is declining and the demand for new decoration is reduced. Home furnishing enterprises urgently need new growth points; consumers are personalizing and user experience. The demand for feelings has rapidly increased under the development of the Internet economy.
” In this context, whole house customization as a new concept can both attract consumers and increase their added value.
Shaw Ming said: “In addition to consumption upgrades, changes in customer demand and other reasons, more companies are borrowing the whole house to customize the wind, to carry out enterprise transformation and upgrading.
Traditional decoration companies may face “no room to install”
In the first and second tier cities, home improvement integration and whole house assembly have become the mainstream According to the statistics of China Index Academy, in Guangzhou, the proportion of newly-built houses in the main city has exceeded 80%; in Beijing, Shanghai, Shenzhen, Nanjing and other cities, the proportion of fine decoration in the main city has exceeded 50%, and It continues to increase every year; in addition, the proportion of fine decoration in third- and fourth-tier cities is also on the rise.
In addition, Jiangsu, Shandong, Henan, Hebei, Anhui and other provinces have introduced policies to encourage residential hardcover, Jiangsu Province requires renovation of new homes by 2020 The proportion should reach more than 40%, south of Jiangxi Province Changzhou City has banned the sale of rough houses since 2018.
With the emergence of more and more hardcover houses, real estate companies with “flow” have integrated services from construction to downstream services such as design services, construction services, and furniture appliances. As a natural platform for the whole house customization, taking Evergrande as an example, since 2016, it has successively signed strategic cooperation with a number of domestic first-line furniture, home textiles, and home appliance companies to form a family-wide alliance partnership. Evergrande owners have realized a real “bag”. Check in.
Insiders said that it is foreseeable that the whole house customization will bring a lot of subversive “revolution” to the traditional format.
The first thing to do is the decoration industry. “The rise of personalized consumption has given custom designers more opportunities to participate in consumer decision-making, and custom-made homes will gradually seize the market of traditional decoration industry.” Fu Yuan told China Economic Weekly.
Fuyuan It is believed that in the era of whole house customization, the biggest impact of traditional decoration companies is “no room to install”. “A large number of traditional decoration companies will disappear, and a large number of renovation company employees will be diverted. Those who have design advantages, deep involvement in material business enterprises, and the whole house customization program will greatly enhance the design capabilities of material suppliers. Those construction workersMember, may turn to cooperate with real estate companies.
” The whole house is customized. The wind will continue to blow. Last year, 6 custom home enterprises landed on the main board at the end of 2018. The industrial scale will reach 150 billion yuan
“Crowd up” needs to think calmly
2017, become the first year of the custom home business, the European home Six custom home furnishing companies such as Zhibang, My Le Home, Piano, Gold Kitchen Cabinet, and Filminger landed in the main board market this year.
The industry leader in Europe last March, 603833.SH, 2017 In the first three quarters, the revenue reached 6.903 billion yuan, a year-on-year increase of 37.20%; the net profit was 945 million yuan, a year-on-year increase of 32.17%. As of January 31, The stock price has risen from the issue price of 72 yuan to 142 yuan.
“Veteran” is also not to be outdone, the first listed company in the custom home industry, Sofia (002572.SZ), the first three quarters of 2017 achieved revenue of 4.251 billion yuan, an increase of 43.07 %; net profit of 576 million yuan, an increase of 41.05%.
In Xiao Ming’s view, there are currently four types of companies involved in the whole house customization field: first, the brand that has been focusing on customizing the home and starting early; secondly, the leader of the cabinet industry. Brand, “Since last year, the cabinet home brand has set off a boom in the market, and these brands have all announced that they will enter the custom home sector through self-built production systems or mergers and acquisitions. “Third again is the traditional finished furniture brand.” Several listed furniture listed companies have plans to intervene in the whole house customization and have even stepped in. “The last is the pan-home brand including home textiles. They are still in the beginning and exploration stage compared with the previous ones.
It is worth noting that with the development of the whole house customization industry, some well-known plate companies as upstream raw material suppliers are also accelerating the layout. The whole house custom industry. For example, Dawang Coconut Plate has launched the Bransha Whole House Customization, and Moganshan Plate has launched the Moganshan Wardrobe, which is a case of cross-border innovation.
However, “one-on-one” full-house custom businesses, they are ready Dehua Bunny (002043, shares it) Decoration New Materials Co., Ltd. (002043.SZ) Shen Jinxiang, deputy dean of the institute believes that the whole house customization from consumer demand analysis to ordering, organization of production, distribution, home All aspects of installation and after-sales service must be interlocked, and there are many plate parts and hardware involved in the product customization process. A slight deviation. This requires that the enterprise management system must be rigorous, the work must be meticulous, and it also tests the overall quality of the employees in each key position of the entire order process.
Shen Jinxiang said that the current domestic Dongguan, Zhejiang Nanxun, Jiangsu Wujiang and other regions The production companies and decoration companies represented by the wardrobes, cabinets, wooden doors, stairs, floors, etc. are all undertaking the overall customized business with experiential marketing methods. “But some enterprises often use the methods of false exaggeration of physical functions and fictional renderings to harm consumers. Seriously disrupted the market order, there is no standard in the industry, and the legitimate rights and interests of consumers are difficult to be guaranteed.
In addition, the whole house customization also has “hard injuries.” The trend is that the update speed is getting faster and faster. It may take more than 10 years to renovate. Nowadays, it pays attention to soft decoration and vision. Many consumers want to change their feelings in three or five years. The finished products can change direction and move position. House customization needs to think about how to solve this problem. Fuyuan said. (Source: China Economic Weekly)