In recent years, the whole house has been customized as the new favorite of the market. All major brands have joined the whole house customization field, and the custom cabinet brands are the bulk. However, most custom cabinet brands are difficult to maintain the mid-to-high-end positioning of the whole series when cutting into the whole house. . In comparison, a finished furniture brand that has established a high-end image in the market, if it can be extended, will become an advantage in the whole house customization field.
The furniture industry is changing, and the traditional pattern has been almost completely broken. The whole house customization has become more and more popular in recent years, and major corporate brands have joined this field. People may be curious, what are the characteristics of the development of the whole house custom enterprise? We may wish to observe through some representative enterprises in the industry.
On the whole, four types of enterprises have been involved in the whole house customization more or less so far.
The first category: focus on custom home brands
These brands are also the first to enter the whole house custom home brand.
As one of the leading brands of custom home furnishing, Sophia became the leader in the wardrobe industry from 2003 to 2013 with the brand image of “customized wardrobeâ€. In July 2013, Sofia released a new slogan “Customer? Sophia†and began to lay out the “custom home†big home strategy. In March 2014, it signed a cooperation agreement with French kitchen manufacturing service providers to prepare for the domestic cabinet market. In June of the same year, Si Mi kitchen cabinet was formally established. Sophia completed the transition from “customized wardrobes†to “custom homesâ€.
In 2015, Sophia established Guangzhou Ningji Intelligent Systems Co., Ltd. to implement the customized home industry 4.0 strategy. In 2016, we invested in OEM and solid wood new products, and opened the era of “full house customizationâ€. Realize the transition from “custom home†to “full house customizationâ€. In May 2017, Sofia and Huahe Group jointly established Sophia Huahe Door Industry Co., Ltd. to fully enter the field of custom doors and windows, and further expand the new layout of Sophia custom home.
In 2017, Sofia achieved operating income of 4.251 billion yuan in the first three quarters, a year-on-year increase of 43.07%, and a net profit of 576 million yuan, a year-on-year increase of 41.05%. Among them, as of the first three quarters of this year, Sophia's entire house custom products have more than 2,170 dealer stores. Provincial capital stores account for 20%, prefecture-level city stores account for 30%, and county-level city stores account for 50%. Judging from the company announcement information, although the cabinets are still in a state of loss, the loss has gradually narrowed.
Shangpin Home is the originator of the whole house custom home. At the beginning of the business, it takes the development road of the whole house custom home, and it is the Shangpin home and the Weiyi double brand to promote the whole house custom home. In 2017, Shangpin's home sales reached 3.589 billion yuan in the first three quarters, a year-on-year increase of 31.24%, and net profit of 208 million yuan, a year-on-year increase of 73.82%.
The second category: the leading brand in the cabinet industry
Since last year, the cabinet home brand has set off a boom in the market, and these brands have all announced that they will aggressively cut into the custom home sector, or build their own production systems, or mergers and acquisitions.
One of the representative companies, Oupai Home, 2017 Europa Home's first three quarters revenue reached 6.903 billion yuan, an increase of 37.20%, net profit of 945 million yuan, an increase of 32.17%.
At present, the company mainly implements the business strategy of “improving the main, supplementing the shop and opening the storeâ€. The business model has been effectively explored in large-scale actual combat. Although it faces some difficulties and pressures in the terminal operation of the large home, the overall performance is obviously monthly. rise.
It is understood that there are 8 new franchise cities in the first half of 2017, and the number of stores opened is 12, and a total of 61 cities have joined the European-style homes. The total number of large-scale stores is 65. In order to solve the problem of drainage of the European-style home window shop, the company has launched 6-30 square meters of European-style home drainage shop, 30 square meters of European-style home decoration (packaged) channel shop and 200 square meters of European style The whole store custom shop has three storefront display modes, and has introduced a corresponding fee subsidy policy to assist and boost dealers' operations with targeted models.
Ou Pai Da Home is currently in the early stage of development, “design-driven, integrating all categories of Europa, providing customers with one-stop full-class custom home solutionsâ€, but the potential is huge. The European Union's “Integrated Design, One-Stop Selection, and One-Package Service†model has outstanding advantages in online on-line entry and resource integration. It is believed that after a long period of brewing, exploration, construction and promotion, it is a future gold mine.
The third category: traditional finished furniture companies
The finished furniture is added to the custom industry. Compared with the expansion of the production line in the custom and cabinet field, the adjustment of the finished furniture production line is not difficult. This means that the finished furniture must be involved in the whole house customization. First, the product problem still needs to be solved, either to build the production line by itself or to merge the related fields. In the business view, the finished furniture now wants to intervene in the whole house customization, in order to improve the single store efficiency ratio. In addition to store design and product layout, the whole house customization is the most important for manufacturers to take the lead. The industry believes that the current market structure of the whole house customization has not yet fully formed, and the finished furniture brand still has opportunities.
One of its representative brands, Dixin, in 2012, Dickson launched the concept of “complete home†at the exhibition, and initially demonstrated the prototype of “Dixin Home Furnishing Industrialization†solution, which realized the whole house design to decoration and product by means of Dickson. Full service. Dickson Chairman Liang Shaoqi is full of expectations for this model and believes that the problem of one-stop high-quality renovation of the middle class has finally been solved. In the following years, Dickson popularized Dickson's “home improvement industrialization†to the public through on-site design and speech. Finally, a company that makes standard finished furniture is also considered a custom home business.
The window furniture of another brand city, its fifth generation global home experience show was unveiled at the Guangdong exhibition in August this year. “Full house customization†is one of the core concepts. “The traditional decoration chain is relatively long, and the design plan landing effect may not be ideal.†Wang Dongsheng, chairman of the City Window Furniture Group, said that in this context, the window of the city should not only sell furniture, but also sell one whole. Housing homes, allowing consumers to decorate and set up homes is as simple as buying a car.
According to reports, the City Window aims to realize the whole house customization and home improvement industrialization through the fifth generation global home experience exhibition center. On the basis of design, it will create a one-stop shop for the whole house customization + home improvement industrialization. Service Platform. “It’s not just a simple home, but an intelligent whole-house customization, reasonable use of space, meeting diverse styles, and solving environmental pollution problems,†said Zhao Jiayu, vice chairman of the City Window Furniture Group.
Guangdong also has traditional brands such as model, Jianwei, federal furniture, and Zhongzhixin. It also involves the whole house customization. Similarly, many finished furniture brands in Beijing have added fixed products in recent years, such as Qumei Home, Yifeng Home, Top 100. Waiting for home. Qumei B8 full house custom brand has been recognized by the market. B8 integrates online cloud design platform, intelligent CRM system and informationized ERP production system to realize the big data analysis and intelligent manufacturing of design, production and service, and realize the new production mode and store terminal service. Slotted butt.
The fourth category: pan-home brand
In fact, many brands, including home textile leading brands, have been laid out in the whole house customization field, but compared with the previous categories, they are still in the initial stage of exploration.
Industry experts pointed out that the advantages of custom homes including cabinets are obvious, but there are also "soft ribs". Specifically: for professional custom homes, cabinet products are "watching skills", living room, dining room, bedroom, bathroom All of them are involved. Now, as long as you expand the category, it is natural that the whole house is customized. But the two magic weapons of the rise of custom home brands are the overall design and space utilization, so this also determines that the custom home brand in the market positioning, has not been able to break through the high-end market. The same is true for cabinet brands.
At present, domestically listed cabinet brands are classified as custom home furnishing industries due to the large-scale entry into the custom home sector. Most of the cabinet brands are positioned in the middle and high end, but it is really necessary to cut into the whole house, and it is difficult to maintain the mid-to-high end positioning of all products.
Therefore, industry people think that, unlike custom homes, some finished furniture brands have established a high-end image in the market. If they can continue, they will have an advantage in the high-end whole-house customization field. In addition, some finished furniture brands that have formed brand influence in the terminal market can also be infiltrated into the whole house.
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