Personalized demand for multi-brand entry into the custom market
August 23 15:16:21, 2023
In the furniture industry, custom furniture is a relatively independent field. Nowadays, with the successive involvement of several standardized furniture brands and cabinet brands, the custom wardrobe brand has also begun to enter the whole house furniture, and the distinction between the finished furniture brand and the custom brand has gradually become blurred. Customized throughout the house, seeing the land of nuggets that have become a lot of home brands. The industry believes that whether it is to adapt to the needs of consumers or to respond to market conditions and enter this market, the whole house customization is still an industry with high degree of specialization, enterprises must be prepared in terms of talent reserve, service improvement and professionalism. â–¡ Viewing the status quo, multi-brands marching into the custom market, the whole house customization suddenly became the scent of the competition. During the 11th period, the Jinghua Times reporter found that many years of the panel furniture brand Red Apple in the actual home Shilihe store to play a number of "customer-made" advertising. The store sales staff said that the whole house can be customized: "any furniture in the home, as long as you want to customize we can do." According to its name, Red Apple launched a customized service in Beijing for nearly two years. Yifeng Furniture is more passionate about customization. After trying to customize at the end of last year, this summer, Yifeng Furniture directly placed “cross-border customization†behind the trademark, and the slogan became louder and louder. It is understood that it provides all kinds of materials such as solid wood, panel, board and wood combination, software and so on. In addition to these large-scale publicity brands that can be customized, there are also plate brands such as Oriental Parkson can also provide indoor cloakroom, overall wardrobe and other customization needs. Another well-known brand of top 100 furniture has not been promoted, but there are also custom furniture department, there are specialized designers to provide furniture customization services. The cabinet brand is also full of enthusiasm for the whole house customization. Earlier this year, Bolognese officially announced the "Whole Kitchen + Whole House Customization" model. However, Bolognese's "furniture customization" business has been carried out for many years, but it was attached to the home improvement industry at that time, called "whole home decoration" and "staying in the bag". Now that the group's strategy has returned to the product, its whole house customization is not only more convenient, but also more interesting. With the background of home decoration, Bolognese focuses on the whole house decoration from the overall home decoration. Under the premise of using cabinet products as the leader, it provides wooden doors, furniture, wall panels and other products, and emphasizes the overall effect after customization. Another cabinet brand, Europe, is not far behind, and has launched custom wardrobes, bookcases, wooden doors and other projects. Its official website has also shouted to consumers: “Take it to the European party and easily customize the whole house furniture in five steps.†The European-style esteemed pavilion created by Shilihe, the home of the family, hopes to establish the differentiated advantages of “high-end solid wood customizationâ€. Europa claims to be 100% customizable for solid wood products based on changes in functionality, appearance and size. The wardrobe brand extends to the whole house and in the field of customization, in addition to the initial home-made custom-made home delivery, the customized brands that started from the wardrobe are gradually extended to the whole house. In the store of the Sophia wardrobe, in addition to the wardrobe, wine cabinets, tatami mats, bar counters and other products are displayed in the exhibition, Haorike introduces the concept of the whole house design, through cooperation with international and domestic well-known designers, expects to pass the "design "To build the core competitiveness of the whole house furniture customization. In its store, although the wardrobe is the main product, it still displays various types of products that can be customized, such as beds, tables, chairs, top cabinets, storage space, etc., which are sold by the sales staff. Customized requirements for space. Exploring the reasons Consumer demand is increasingly personalized. The enthusiasm of the brand for the whole house customization, in the final analysis, stems from the needs of consumers. Referring to the custom market, Wen Shiquan, chairman of Yifeng Furniture, said: “Consumers are increasingly demanding details and personalization.†He said that the quality of life of consumers is getting higher and higher, and about the space such as the cloakroom. There are many personal needs, and only customization can solve these problems. "In fact, this part of the market demand has been relatively high." He Hongyi, general manager of Beijing Baiqiang New Home Trading Co., Ltd. said that in recent years, the number of small-sized houses has increased, and the demand for individualized storage space has increased. Lu Hao, secretary general of the China Home Brand Alliance, said that the current domestic building delivery was not standardized enough, and the demand for customization was high. Finished furniture products are standardized products that manufacturers introduce themselves to judge consumer demand, and the current consumption trend is a personalized era in all walks of life, just as Xiaomi mobile phones are customized according to consumer needs, and furniture consumers also There will be your own personalized needs. The changes in each brand are also in line with consumer demand. In addition, "consumers are more and more eager to achieve one-stop access to the realization of the uniformity of the whole house style and the need for peace of mind," said Bai Xue, head of product marketing at Boloni. Lu Hao also believes that some consumers find a reliable business, often hope that they can complete other furniture consumption at home, which also spawned a part of the brand extension product line, from the traditional standardized products to customization, and customized home Customization of the whole house. Raising customer value to cope with the market If consumer demand is fundamental to the transformation of the public brand, the change in market situation is the catalyst for change. Many industry insiders believe that the market share of panel furniture has declined in recent years, partly because custom furniture has seized a portion of the market for standardized panel furniture. Nowadays, the introduction of customized services for panel furniture is also a move to restore market share. In addition, in the case of a small number of customers, each furniture brand chose to increase the passenger value. Bai Xue analysis, the real estate industry situation has led to a decline in the number of decoration consumers in recent years, major brands have to go out to find customers. "Rather than spending more energy on improving the number of customers, it is better to seize a service and increase the value of the customer." According to the introduction, after the realization of the whole house customization, Boloni's customer value is only tens of thousands of dollars from the previous cabinet consumption. It has risen to more than 200,000 yuan for the whole house. “As long as the service is done well, it is easier to get a big single value than to find a customer. The brand reputation is better than that of a single product category.†□ Look at the future, the degree of personalization is high, the pressure is not small, the old standardization product brand is customized to the whole house. It is easy to wonder whether custom furniture is easy, but even if it has already begun to provide customized services, it is also a lot of pressure. Although it is believed that customization is only an extension of plate-type standardized furniture in terms of technology, production and service, Wen Shiquan acknowledges that customization is much more complicated than standardized products. Standardized products have fixed patterns and plates, and customized products are a set of samples. “Like cabinets, you need to go to the door for measurement and design. There is no problem in every link.†Wen Shiquan said, simply do, anyone can do it, but Going deeper and doing it really requires hard work. He said that although the Italian style has been promoted for almost a year in terms of customization, it has launched a relatively series of products, and the color is also increasing, but it is still in the process of exploration. In the positioning of the Italian style, it is only the Italian style. The addition and upgrading of furniture. Professionalism requires the professionalism of higher custom furniture. Standardized brands need to work hard to improve and adapt. Bai Xue believes that the biggest meaning of customization is not the change in size, but the professional analysis based on the needs of the consumer's family structure, living habits, storage space, etc., and design functional modules accordingly. “We have a dedicated R&D team to give professional advice based on the status of the customer's home. This is very different from the fixed module of the standardized product.†She believes that customizing, professional R&D, design and installation teams are essential. In addition, custom products have much higher error rates and installation complexity than standard products. “Those who move from standard products to customized brands really need a certain amount of time to run,†Bai Xue said. At present, there is a lack of representative works. The reporter learned from the insiders that although there are a lot of customized businesses, there are not many real-time customizations, most of which are supplements and extensions of existing products. Lu Wei said that by contrast, cabinet brands can be customized for the whole house, which may be easier due to the accumulation of measurement, design and installation. As for the transformation of custom furniture products to the whole house furniture, He Hongyi believes that compared with standardized products, the custom brand in the market is indeed a small amount. "Their understanding of standardized products is not so deep, and there are no special products and personalized products. More is a supplement to existing customized products." Industry insiders said that no matter what kind of brand is customized to the whole house, after all, The process is different, and it involves the internal system and team building of manufacturers and distributors. It is impossible to do it all at once, and it will cost some lessons.