Personalized custom home

The true "customization" is not only the production of furniture style, but also the customization of design, layout, production process, logistics and so on. Such customized services have long been popular in Europe, America and Japan. However, the road to custom home is not as simple as imagined.

In 2013, although the real estate control policy continued to be pressed, the national housing prices continued to advance. As a home-producing company closely related to real estate, it also seems to be in the hot real estate market. They have displayed 18 martial arts and constantly expanded their development path. Therefore, custom homes that maximize the individual needs of consumers have become an important choice for many home furnishing companies.

However, the road to custom home is not as simple as imagined.

Customized popularity

The so-called customization is that on the basis of mass production, the home production enterprise regards each consumer as a separate market segment. The consumers design the home they want according to their own requirements. Design requirements to produce.

The true "customization" is not only the production of furniture style, but also the customization of design, layout, production process, logistics and so on. Such customized services have long been popular in Europe, America and Japan.

In recent years, various types of homes and decoration styles have emerged in an endless stream. People are increasingly demanding home improvement. Traditional standardized furniture has been difficult to meet the individualized requirements of consumers. So Sophia (002572, stock bar) wardrobe, Shangpin home delivery A large number of customized home furnishing companies, such as custom furniture, came into being, providing personalized customization services for consumers.

In 2001, the founder of Sofia used the successful experience of foreign countries to open the custom wardrobe industry in China. This production mode, which takes into account both large-scale production and individualized demand, has caused waves in the Chinese furniture market, especially the wardrobe market.

Lu Xianhong, deputy general manager of the Sofia Marketing Center, told the reporter of "China New Era" that in the early days, the wardrobe cabinets were made by the decoration company at home, and only the sliding doors on the market could buy finished products or custom. Later, Sophia believed that it was necessary to make the whole wardrobe and realize the integration in the market. After this production, many consumers found that the overall wardrobe was better than the decoration company, so the concept of consumers choosing wardrobe gradually changed. . "Actually, the concept of the decoration company has also changed. The previous woodworking was 60, 70, and now it is basically 80, 90. As the wages become more expensive, the decoration company realizes that the hand-made wardrobe is no longer It’s too realistic, so there’s less and less home improvement on the spot.”

The reporter learned that Sofia, which is well-known in the Chinese furniture market with custom-made wardrobes, does not only provide customization of wardrobes. In the Sofia store, you can see a variety of panel furniture such as bookcases, wine cabinets, and dining tables.

Lu Xianhong said that custom wardrobe is the core business of Sofia, but sometimes consumers who buy a custom closet may need the same color or the same style of bookcases, wine cabinets, etc., so Sofia also provides other corresponding custom furniture production services.

In July 2013, Sophia proposed a new development strategy for “customized home”, indicating that it will continue to launch more new products, and will continue to strengthen the listing of more categories in the future to meet the needs of consumers for one-stop shopping.

In fact, in addition to wardrobes, bookcases and other furniture series, such as flooring, decoration and other home improvement necessities have also realized the possibility of customization, custom home has become the choice of many consumers, especially the younger generation of home improvement.

Lu Xianhong said that the main reason why custom homes can be favored by consumers is that customized manufacturers can consider and make the best products for them, and provide services that satisfy them. At the same time, for every detail. All are strictly required. “In terms of Sophia custom-made wardrobes, technology, quality, products, and marketing methods are all part of our core competitiveness. In addition to the marketing network created by the distributors, the management network and the technical backbone organization The workforce and the brands that have been created through years of credibility."

Mr. Wang, a salesperson at a store in Sofia, added that “the advantage of custom furniture is that it can set the most reasonable functional blocks according to the size of the space. In order to improve the practical functions of the cabinet, such as in the closet, it can be separated by a board. The space for hanging and traversing clothes is effectively distinguished and stored for daily use. Nowadays young people like simple and convenient wardrobes, and custom wardrobes are so popular with them."

Guan Yongkang, executive vice president of the Shenzhen Furniture Industry Association, pointed out that the change in the size of the apartment is a major factor in the emergence of customized furniture. He said that there are more small and medium-sized units, and finished furniture is gradually unable to meet consumers' demands for increasing space utilization. Customized furniture has therefore been greatly developed.

Increasingly large custom production team

Sophia has taken the lead in the custom home market. It is understood that the storefront coverage of Sophia's first and second lines has been basically completed, and is now expanding to third- and fourth-tier cities.

Lu Xianhong said, "In recent years, with the popularity of customization, our customer base has undergone some changes, that is, coverage has become wider and wider, but basically there are still things in common: there is a certain economic ability, and there is a demand for quality of life. Good aesthetics, etc." These people have become loyal customers in the custom home market.

In view of the current preference for personalized fashion consumers and the increasing popularity of customized homes in the Chinese market, many home brands have gradually adopted the pulse of this fashion, and they have also integrated the concept of customization. More and more manufacturers are starting to take the lead. Going on the road of custom home.

In the current home market, in addition to Sofia, there are also a number of custom-made home furnishing companies, such as Hao Laike, Ou Pai, Shi Nieman, and Tinggu.

However, the reporter found in the large-scale home plazas such as Red Star Macalline and Real Home, many of the “customized” cards produced by home brands are stupid. Many sales people say that their furniture can be customized, that is, according to the size of the interior of the house and the color that the customer is optimistic about. A little bit more pondering, you can find that this "customization", there is no real sense of personalized design, and the connotation of custom home is very different.

As the first brand of custom closet, Sophia has a rational understanding of the competition in the custom market. Lu Xianhong said that Sofia has done a good job in the custom home market, but it also faces a lot of competition, and the competition in the future will be more intense.

"From the perspective of attitude, we welcome healthy competition, enterprises can maintain vitality, and the market has prospects. But competition is only one aspect of market performance. From another perspective, competitors are also peers. Let’s explore this market together, we can Various consumers offer differentiated products and services. Now that more powerful homemakers are coming in or coming in, Sophia welcomes them, and their participation will make the custom home market bigger, consumers will There are more choices, so the result of the competition, the ultimate benefit is the consumer. But we must ensure the core content of the customization, that is, 'thousands of thousands of faces', do not 'wear a custom coat, do the standard thing '."

Guan Yongkang once wrote that the entire Hong Kong furniture market is basically custom-made furniture because the space of Hong Kong residents is too small. In the Mainland, in order to meet the needs of low- and middle-income people for the living environment, custom furniture must be the development trend of the future furniture industry in the Mainland. This is the leading idea for the development of small and medium-sized units in the mainland real estate market.

He said, "A factory can't meet the needs of only one consumer. Of course, unless you are willing to pay a very large price. I judge that the future custom furniture market will gradually be subdivided. I specialize in Chinese customization, you Specialized in European custom, he specializes in Korean customization. But at this stage, custom furniture still meets the functional requirements first, and the next step is to enter the style transformation stage."

Although the prospect of custom home is good, but as a warning from the stock market warning, "the market must be cautious."

Liu Shuozhen, chairman of Life Group Co., Ltd., has a clear understanding of this. He said, "From a single product to a whole home, there is a big span. To do a whole home, the advantage is a one-stop service. The risk is to blur the focus of the enterprise in the industry, so customization is a good direction, but it is necessary. And for."

Tian Wanliang, vice president of the China Interior Decoration Association, pointed out at the 2013 China Customized Wood Home Industry Development Summit Forum that customization must go, because the market trend is like this, and the development of enterprises depends on the ability of technological innovation.
Customization is not the end point Lu Xianhong said that the development of customized homes is still a relatively new industry. For a long period of time, the market share of customized homes will continue to increase. This is the general trend driven by social development and consumer demand. For consumers, this is a good thing because they have more products to choose from. With the further maturity of the customization industry, consumers will become more and more savvy and more demanding, and major manufacturers will face greater challenges.

So what is the challenge?

At the China Customized Wood Home Industry Development Summit Forum in 2013, Shi Feng, Secretary General of the China Forest Industry Association, once said that as consumers demand more and more personalization, and because of environmental protection and industrial chain connectivity The reason is that custom homes and integrated homes are sought after by more and more consumers, but there are still many disputes and differences in the industry about custom homes, because the production of this model is different from most products.

It is no wonder that Liu Shuo really spoke to many home industry insiders at the forum. He said that the custom home industry has encountered unprecedented challenges for all flooring industries. The fundamental problem of making a custom home is not to solve the survival problem, but to develop the problem. For large enterprises, the development problems they face are greater than the production problems. The output value, inventory and production scale of the enterprises are forced to move forward. Therefore, the risk factor of this enterprise is very large, because the single development includes group purchase. , alliances, promotions, etc., are all means to obtain orders in the short term, in the long run, problems will occur. From the front-end sales, measurement customization to production to logistics, every order can't go wrong.

Undoubtedly, these problems are caused by the most important feature of custom homes - personalization.

“In the custom home production and sales process, there are many difficulties in each link, because each case of personalization and customization is special, and we have to solve it through standardization and scale, which is really very difficult. "Lv Xianhong said.

At this stage, customization still faces a rather difficult contradiction – the contradiction between the individualized needs of consumers and the large-scale industrial production of furniture. The more large-scale production, the lower the cost; the more individualized production, the lower the efficiency and the higher the cost. Guan Yongkang said that in the future, furniture companies that can break through in the custom industry must be the first to solve the problem between individualization and large industrial production.

How to solve the contradiction between individualization and standardization and scale has become a difficult problem in the face of many custom-made home production enterprises. Lu Xianhong said that to achieve standardization and scale of home customization, there are many problems to be solved, such as having good design software, having high-automation equipment, intelligent production software, and introducing advanced ERP. Enterprise management system, etc. Most critically, seamless integration is required in custom design and production.

"For example, a terminal consumer needs a cabinet. This cabinet is special. It may be a bookcase, a wine cabinet, a wardrobe, or even a desk function. The design is easy to get the satisfaction of the consumer, but the key is that after the drawing is designed, The effect of factory production depends on how the design and production are connected. The factory likes to do standardization and can mass produce, but if each order is different, especially the strange design, the factory is not too Willing to produce such furniture. Therefore, it is very important to realize the seamless docking of design and production, which is also the biggest difficulty." Lu Xianhong said as an example.

He said that at present, Sofia first realized the flexible production line in the industry. The design of the front end of the production line and the software for the back-end production are interoperable, and all computerized intelligent control is implemented.

Although custom home has achieved some results, custom home is just a new starting point, definitely not the end. There is no end to development, home furnishing companies are paying close attention to the latest technology, but not every new technology can be a good application, and ultimately it must be evaluated in practice.

In the past one or two years, 3D printing technology has set off a wave in the world. In today's 3D printing technology, it can print prostheses, cars and airplanes. It is still creating unlimited possibilities. It uses 3D printing to complete various homes. It seems to be just a small dish. dish.

Lu Xianhong said that 3D printing is really convenient, but its printing on the home is only at the design level, and there are still problems in mass production. Because 3D printing homes, regardless of the quantity, the production cost is the same, but the production in the factory is different, the more the production quantity, the lower the cost.

As an industry insider who has an appropriate demand for home, Lu Xianhong also described to reporters the most ideal home production model in his mind - decoration factory.

He said that when doing home decoration, you need to do a lot of things on the spot, such as cutting plates, painting, etc., often messing up the home, but if you can complete all the home production in the factory, ship it directly to your home and install it quickly. It will save a lot of trouble. "I think this is a trend in the future and an ideal that we are pursuing. After the first-hand housing is getting less and less, the proportion of second-hand housing will become larger and larger, and many families have entered the process of secondary decoration. If it is renovated, It’s a bit unrealistic to spend a few months like a first-hand house. If there is a factory that can provide such services: measure the size at home and communicate with the homeowner in depth, and decorate furniture, wallpapers, accessories, etc. They are all completed in the factory and then quickly assembled at home. This is a guarantee for the homeowner, both for time and for individual needs, as well as quality and brand guarantee."

New regulations for home appliances make the weak market suffer again

After the implementation of the new regulations, the pressure on home appliance manufacturers is even greater. It may take a period of pain. Now let the producers actively seek out the market and get rid of the policy dependence, which may lead to a healthy road.

According to the announcement issued by the National Standardization Committee, the new energy efficiency standards for five major categories of flat-panel TVs, air conditioners, washing machines, range hoods, and air-energy water heaters were officially implemented on October 1, 2013. Our reporter visited several large home appliance markets and found that high-energy-consuming appliances that do not meet the regulations have already withdrawn from the market. According to sales personnel, most new home appliance energy efficiency labels have not been replaced.

It is understood that in the future, these five types of home appliance manufacturers will follow the new standard of production, not to say that the old standard high-energy products will not be sold. Xu Zhenang, deputy director of the Institute of Clean Technology of the Household Appliance Research Institute, said that the inventory period of the washing machine products produced according to the old standard before October 1st was one year, which allowed the manufacturers to sell the old standard products within one year.

New trends in home appliances

In the official website of the National Standardization Committee, the reporter found that in the research process of new home appliances regulations, there has been the participation of home appliance manufacturers. Therefore, this new standard gives the home appliance enterprises time to adjust. The Mid-Autumn Festival and the 11th of each year are the time for promotion by major businesses. Due to the impact of the new standards, the Mid-Autumn Festival of the 11th is very competitive. Many consumers are worried that the price of low-energy appliances will follow the trend after the implementation of the new regulations. Rising and choosing to buy at this time.

According to the requirements of the new standard, air conditioners will add new first-class energy efficiency requirements, and the original primary and secondary energy-efficient air conditioners will be sequentially changed to secondary and tertiary. The original four-level and five-level products are directly facing the elimination. It is estimated that more than 30% of the inverter three-level air conditioner products are also facing the market. As the major merchants got this news in advance, they have already cut the price and cleared the home appliances that will be phased out. Air-conditioner salesman of Beijing Suning Dawang Road Store told reporters that “the air conditioners with four-level and five-level energy consumption have been removed from the store in the first half of this year.” Although the new energy-saving logo has not been replaced, it is now in the large-scale home appliance market. Most of the air conditioners sold are primary energy consumption. The discounts held earlier in the 11th and Mid-Autumn Festival have also been cancelled.

Among the five categories of products, the washing machine is the most affected, the original level 1 energy efficiency will be directly reduced to five, the original two to five products can not continue to sell. According to the new standard, at least 60% of the drum washing machines are expected to be eliminated, and more than half of the washing machines will not be sold in the future. Previously, the "star energy-saving products" on the market suddenly became products that just met the entry barrier. For the washing machine manufacturers, facing unprecedented pressure, and this is not a good thing from the perspective of energy saving and environmental protection. At present, the first-class energy-efficient drum washing machine on the market washes the standard washing procedure every kilogram of clothes. The water used should not exceed 12 liters, and the electricity consumption should not exceed 0.19 degrees. According to the new energy efficiency standard, the same amount of clothes, the same washing The program, the water consumption can not exceed 7 liters, the power consumption can not exceed 0.11 degrees. It can be seen that the new energy efficiency standard washing machine is at least 42% more energy efficient than the old product.

For ordinary households, the water consumption of water heaters is relatively high. According to the sales staff of Dazhong Electric Water Heater, the energy consumption of water heaters for bathrooms is generally in the first and second grades, because of its large volume, the insulation effect of the outer wall is good. Most of the small water heaters used in the kitchen are secondary and tertiary energy consumption. The impact of the new regulations is relatively large, and about 20% of the heat pump water heater products will be eliminated.

In recent years, the domestic color TV industry has been weak in the international market, relying more on the domestic market, resulting in slow development. For home appliance companies, after the implementation of the new standards, it may cause new changes in the market. In the international market, Chinese TV is known for its durability and low price. Compared with brands in Japan, South Korea and Europe, it has an absolute advantage in the low-end market. After the introduction of the policies of the National Standardization Committee, it is conducive to domestic home appliance enterprises to adjust product R & D and production strategies, and exert efforts in the middle and high-end market.

Lu Jianbo, deputy secretary-general of the China Electronics Chamber of Commerce, said in an interview that “after the implementation of the new energy efficiency standards, the five categories of home appliances will increase overall due to the average efficiency, and the product price will rise slightly. At the same time, in the new round of energy efficiency. In the context of competition, enterprises will accelerate the upgrading of products. Whether to rationally alleviate and divert the inventory pressure of enterprises is the key to whether enterprises implement new national energy efficiency standards as soon as possible. If the solution is not good, a large number of enterprises will face elimination. ”

Policy-led home appliance market

In the 1990s, Chinese household appliances gained great recognition in the European and American markets. For many years thereafter, Chinese household appliances quickly occupied the global low-end market by relying on the demographic dividend. Entering the new millennium, the speed of TV replacement has accelerated, and the impact of Chinese home appliances by internationally renowned brands has intensified. Before and after 2007, due to the double pressure of the international economic situation and the continuous innovation of new technologies, Chinese home appliance brands are more weak in the international market.

In order to further promote the development of the home appliance industry, stimulating domestic demand has become one of the important life-saving straws for the home appliance industry. So in 2007, China began to pilot “home appliances to the countryside” and gradually promoted it to the whole country. The following year, the fiscal rescue policy of “home appliances to the countryside” was officially introduced, and policy tools were used to promote consumption. The plan stipulates that non-urban residents of the People's Republic of China purchase four types of products, such as color TVs, refrigerators, mobile phones and washing machines, and subsidize them at 13% of the product price. The maximum subsidy ceiling is 2,000 yuan (RMB, the same below) , refrigerator 2,500 yuan, mobile phone 2,000 yuan and washing machine 1,000 yuan. Since then, the number of home appliances that enjoy subsidies has increased, including computers, water heaters, and air conditioners. According to the "2013-2018 China's home appliances to the countryside market research and post-home appliances to the countryside era operation strategy analysis report" data show that in 2010, the national appliance trade-in cumulative sales of household appliances reached 32 million units, with total sales of more than 120 billion yuan. It is estimated that the total sales volume will exceed 50 million units and the total sales will exceed 170 billion yuan. At the time, this regulation effectively stimulated the domestic appliance market.

Since then, the State Council has introduced a policy of trade-in, and home appliances are also listed, regardless of the villages and cities. According to relevant data, the amount of scrapped appliances in 2009 reached nearly 90 million units. The introduction of this policy not only stimulated the consumption of the home appliance market, but also played a certain role in energy saving and emission reduction. prelude. Old household appliances have high energy consumption and unsafe use. New products have greatly improved in terms of energy consumption. In order to implement this policy, the central government has allocated 7 billion yuan of funds.

With the end of the four-year policy period of “home appliances going to the countryside”, the sales madness period has also come to an end, and the problem that comes with it is that the sales of home appliance manufacturers have begun to decline. Taking the leading company Haier as an example, at the end of 2011, with the withdrawal of policies, Haier Electric once fell more than 25% in the secondary market, and its share price hit a new low. In the A-share market, Qingdao Haier (600690, shares), TCL Group, Shenzhen Kangjia, four Changhong and Hisense Electric (600060, shares) have a large degree of decline. The “Home Appliances to the Countryside” policy has been announced in January 2013.

In order to further stimulate the home appliance market, prevent market turmoil, and stimulate green consumption, in June 2012, the State Council decided to use financial subsidies to promote five types of energy-efficient home appliances such as air conditioners, flat-panel TVs, refrigerators, washing machines, and water heaters. The 26.5 billion yuan subsidy for the new energy-saving policy was announced in June this year, and there is no follow-up stimulus plan. Shortly thereafter, the National Standardization Committee introduced new regulations for home appliances. Experts said that the energy-saving subsidy policy is more like a buffer period for home appliance companies. The government is gradually introducing the home appliance industry to the direction of low-energy products.

From the performance of the domestic appliance market in the past five or six years, the excessive dependence of producers on policies has promoted the upgrading of the home appliance industry at this stage to a certain extent, but the domestic appliance brands still do not occupy the market in the middle and high-end market. high. After the implementation of the new regulations, the pressure on home appliance manufacturers is even greater. It may take a period of pain, but let the producers actively seek out the market and get rid of the policy dependence, which may lead to a broad road.

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