The market penetration of customized homes still has a lot of room for growth. Judging from the financial reports of several customized companies, the customization contribution rate of most companies is not high enough.
With the changes in consumer demand, custom settlers considerable future growth, there will be more changes in the industry structure.
After years of development, China's home furnishing industry has formed a certain industrial scale. For the finished furniture, although the "custom" concept was applied late, it has only been developed in China for more than 20 years, but its development rate is amazing.
Especially in recent years, it has almost become a springboard for "newbies" to enter the home furnishing industry.
Faced with fierce competition, what kind of sustainable development path should Chinese furniture companies take? This is a strategic issue generally concerned by the industry.
Today, the Chinese furniture industry is undergoing continuous integration and elimination, a large number of small and medium-sized enterprises have been eliminated, and a few excellent companies have stood out in the industry by virtue of their brand, quality, service, and scale advantages . , Scale and refinement in three directions.
DebrandingWhat we have to recognize is that this is the era when the main force of consumption is after the 1980s and 1990s. It is precisely because of the changes in the consumer groups that the actual consumer demand has changed-people no longer easily pay for the brand premium. The era of "de-branding" consumption has come quietly.
What is "debranding"? for example. When there are multiple different brands in the same product to choose from, there are two ways to show the advantages of their own products: one is brand awareness / recognition, which brings more purchase rates through high exposure and high visibility;
The second is product quality, which attracts the audience with its own characteristics or gains advantages with higher quality. The second way is the essence of "debranding".
With the deepening of the understanding of household products, consumers' requirements for household products no longer stay on the pure functional requirements in the past, and they began to demand more aesthetic appearance and more personality.
If a big brand stands still, it will soon be caught up by small companies that are constantly developing and innovating. We understand that the brand effect is invalid. Moreover, with more and more “voices†promoting environmental protection, the development and innovation of home products must be in the direction of health and environmental protection, and it has spurred companies to focus more on product research and development. .
But the emergence of the "de-branding" strategy does not mean that companies abandon the "branding" construction, how to balance the relationship between the two is a later story.
Large-scaleLooking at the domestic custom home furnishing industry, it can be found that its "low threshold, difficulty in making it bigger and stronger" has led to a fragmented competition pattern in the industry and low concentration. But obviously this is a double-edged sword.
On the one hand, the domestic custom home furnishing industry has only been developing for more than 20 years so far, and the industry has not reached a saturation state, and SMEs can survive; on the Other hand, the low entry threshold leads to difficulties for enterprises to grow bigger and stronger.
Those enterprises with industry advantages can take this opportunity to set sail and set sail, while those with poor management and lack of competitiveness will face the elimination crisis.
In recent years, "Industry 4.0" has swept the world, and a hurricane has formed in China. It has become a "magic medicine" that many companies have high hopes for in transformation and upgrading.
The intelligent manufacturing plant was born based on this. It brought not only the optimization of production capacity, but also the large-scale production and operation. And the enterprise will have more flexible turnover and more competitive advantages.
streamlineWe said that the details determine success or failure. This principle is also applicable to the competition in the custom home furnishing industry. The details often reflect the professional standards of the enterprise and highlight the internal quality of the enterprise.
Moreover, the valuable value of the details lies in its innovation. Being unique, it can stand out from similar products.
Nowadays, with people's deepening understanding of the concept of "smart home", smart home products are accepted by more and more consumers.
Nowadays, most smart home products exist in the public perception as "luxury goods", and some products are slightly impractical in design. But even so, it cannot prevent more and more manufacturers from entering this field.
Development is the last word, and companies can only go further if they are not afraid of things or tired, and make their products meticulous.
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