Time flies, after the ups and downs of 2016, the Chinese home industry has entered a new 2017. Looking back at the home furnishing industry this year, consumption upgrades, technology penetration, and rising prices of raw and auxiliary materials are not enough to summarize the development trend. The listing, customization, design, channels, and popular style have also become important developments in the home furnishing industry in 2016. Track.
Track one: Relay listed
From May of this year, to November, half a year, Emperor Sanitary Ware, Hengkang Home, Gujia Home, Fusenmei, four home furnishing enterprises listed one after another, setting off the most intensive wave of listings since the burgeoning of China's modern furniture industry. . In 2013, the furniture industry has also set off a wave of listings. A large number of companies such as Red Star Macalline, Fusenmei, Gujia, and Meikemei have submitted IPO applications within similar time, but were terminated due to different reasons. Review". After a lapse of three years, why did the capital market, which had not been very flustered by the furniture industry, reach out to the olive branch?
Analysis of home-based companies that have been successfully listed in the past two years can be found that they are the best in a certain segment. Industry influence is a prerequisite for obtaining capital favor, and the long-term development prospects and returns are the fundamental reasons why capital is willing to invest capital costs and time costs. Capital is aimed at profit-seeking. Under this premise, he will help and even force listed companies to reorganize themselves and operate and use resources in a more efficient manner. This is a double-edged sword for listed companies. If used well, it can speed up the transformation and upgrading. If it is not good, it will fall into the quagmire of capital taking the nose and lose its initiative.
But in any case, regaining the favor of the capital market, for the home industry, the advantages outweigh the disadvantages. This traditional industry needs capital's influence and sense of smell to make up for the insufficiency of market recognition and market sensitivity. It also needs external forces to promote the establishment of competition rules.
Track 2: Customized overwhelming
Participating in the past two years of Guangzhou Jianbo's peers said that it is better to change the construction of the Expo to a custom home show, because the vast Pazhou Complex from the advertising space to the booth to the parking space, basically filled with custom furniture. The exhibition has always been seen as a market trend vane, the popularity of custom furniture, can be seen from the custom brand of the exhibition full of pits.
In the first decade of the 21st century, the category of custom furniture has not yet been clarified. Sophia, who participated in the Expo for the first time, even made the organizers embarrassed – because there is no suitable Sofia in all the participating categories of the organizers. Category. At that time, no one thought that in the next six years, custom furniture would be swallowed up, occupying half of the home industry, Sophia, Hao Laike, Shangpin home delivery... In a sense, the first batch of home furnishing industry Consumer brands were born in this category of "going on the road" for less than 10 years. The rocket-like blush speed has envied the peers and also caused thinking, why the finished furniture took 30 years to cultivate the market, custom furniture In just 6 years, it has reversed the consumption situation?
Rather than custom furniture cultivating market demand, it is better to say that custom furniture captures the core needs of the market. More and more young consumer groups, more and more fragmented information dissemination, more and more busy life rhythms, and higher and higher housing prices, these objective factors make the core of custom furniture products - flexible, there are Fully applied soil.
In fact, the cost of custom-made furniture, whether it is the price or the delivery cycle, is similar to that of similar finished furniture, and even higher, but the custom-made furniture provides the market with a solution that the entire house can be integrated with space, but it is offset by the cause. The disadvantages of price and delivery cycle make consumers rush. Compared with the finished home, the custom furniture is more like waiting for the rabbits - to bury the organs on the way to the consumers in advance, and wait for the "prey" to come to the door.
Supporting this kind of prejudging power is the strong technical support behind custom furniture. In the prospectus of brands such as Sofia and Haolaike, it is mentioned that the fundraising will be used for technical transformation projects and information system technology upgrade projects, which shows the importance of information system technology and production technology to custom furniture categories. This "mass customization" system does not only rely on the purchase of equipment, but also needs to open up the production end and the sales end, and through long-term running-in and efficient operation, can support the billions of production capacity. Persistent technology investment, strong market forecasting ability and demand solving ability are the core competitiveness of the rapid development of customized furniture, and also the reason for the overall industry growth.
Track three: popular wind
If 2010 is the dividing line, before 2010, the furniture industry is still in the seller's market, and the demand is in short supply. The first generation of furniture people have experienced explosive growth by relying on policy dividends, demographic dividends and resource dividends. In that era, very few Some people pay attention to the taste of furniture. After 2010, the products are extremely rich, and the “supply in short supply†gradually disappears into the market dictionary. The spiritual world and the beautiful life are valued, and “taste†has become a commercial value.
Thus, since 2010, Jane, Xiaomei, Neoclassical, Mediterranean, New Chinese, Nordic and other styles have taken turns, and “lifestyle†has become a hot word in the industry. However, if you pay close attention to the industry trends, you will find that the seemingly colorful home design trend hides the lack of overall industry taste and the inferiority of original design.
Therefore, in the exhibitions and hypermarkets, it can be found that most brands can maintain a "synchronized pace" at the design level - similar products, you have I have everyone. Almost all of the products have the same face, and the so-called original design of the brand is usually found in some insignificant details. But according to business logic, the original design with unique style is the most important carrier of “tasteâ€, but in the furniture industry, this logic is useless.
Perhaps this can explain why the fashion trends in the market have turned into a gust of wind, and it is almost impossible to impress more and more discerning consumers with their products. Even if they are blinded by the shopping guide, they will be able to return to the list. When the market once again generates a consumption impulse, the brand without soul has been excluded. A good fashion, it was so badly played.
The value of all businesses should come from creativity. The most direct presentation of creativity in the home industry is design. In the manufacturing smile curve, the design occupies the highest point. The emphasis on original design reflects the industry's respect for end users. The buyer's market is destined to be selected. The deepest reason behind the product selection is to meet the demand, and to explore the real needs, it needs respect for the market, and then will respect Presented through original design.
Track 4: Traditional Channel New Gameplay
In the current sales and display functions are gradually weakened, many brands are moving to the hot terminal, the traditional home store needs to do something new. Red Star Macalline "1001" strategy, announced the joint pan-home industry to jointly create a commercial life community; the home of the family teamed up with Foshan Jiabo City, Liansu Lingshang home, to create an online and offline integration, domestic and international one-stop Trade platform; Fusenmei Home Organization settled in the establishment of the Sichuan Province Home Brands Chamber of Commerce, providing a series of system services including policy interpretation, outing exchanges, and employee training...
Three important domestic home stores invariably use "service" as an important strategic plan for this year. Perhaps this is the final shortcut to enhance the comprehensive competitiveness of the store. Moreover, the services proposed in this round are different from the past. Pre-sales, sales, and after-sales services with clear boundaries have gradually merged into a systematic system that drives sales with services.
In any industry, services are indispensable. But the real essence of the service is not in the majority. Just the right service requires long-term investment and precipitation. China's professional home stores have more than a decade of business experience, and have accumulated a huge amount of data and experience. If we can systematically analyze these data and find the intrinsic links between different needs at each stage, the road to value-added by the store may be smooth.
Track 5: Market Change
This is a concern for everyone. The industry growth rate that fell to single digits, the purchasing managers' index that has been lingering under the boom line for a long time, the anti-rental and rent-off events that have been smashed in succession, and the bankruptcy news that often came out, all indicate the home of China. The market seems to be really bad. However, the capital market has been favored for a long time, and overseas brands have entered the market in a big way. The rapid expansion of national and local stores such as Red Star, Really and Fussen, and the phenomenon of custom-made homes have shown that this market has great vitality and potential.
On the one hand, the old man is squatting, and on the other hand, it is triumphant. It seems to be unpredictable and follows the classic logic. The market is always there, and it is only demand. Although China is still in the process of urbanization, the new generation of urban new residents and their parents can no longer speak the same day. And the new middle class, which everyone sees as "fat", their needs are changing rapidly.
The mode of information dissemination, political and economic policies, and even the level of education have profoundly affected the huge market of 1.3 billion people. The self-styled industry needs innovation. The transition from the inside out is moderate, but the cycle is long. The change brought about by external forces is simple and direct, and the pain caused by it is more obvious. Perhaps it is the combination of internal and external forces that the transformation factor that has accumulated in the home furnishing industry for many years has changed from quantitative change to qualitative change this year.
No matter how it changes, the origin of the traditional manufacturing industry in the home furnishing industry will not change, and the foundation of hard work will not be shaken. Let new ideas, new technologies and new models inject new vitality into traditional manufacturing, which is the way out for the future industry. We believe that in the new 2017, professionalism will pay off.
(Source: Sina Home)
Ji'An ZhongXiang Natural Plants Co.,Ltd. , https://www.zxnaturaloils.com