Customized homes and rivers, waves, some people say that it entered the second half, and some people said that it has not yet.
What do you think about the second half of the whole house customization?
According to our understanding, this whole house customization industry has entered the second half this year, so in the next three to five years, how likely is this industry to develop? How big is the market space? How much?
You can look at a data first. It is reported that by 2020, the entire house customization market will have a capacity of 500 billion yuan. Undoubtedly, this is a huge wealth gold mine. We are waiting to dig together. Another set of data is that the market penetration rate of the whole house customization is about 20%, the market penetration rate of the wardrobe is about 30%, and the market penetration rate of the cabinet is about 60%. What does this mean? That is to say, the current market penetration rate of the whole house customization is 20%, and in the next 3 to 5 years, we still have an 80% chance. The development space is worth looking forward to, and the market prospect is worth exploring.
Below, I will focus on the second half of the whole house customization industry. What do we compete for? What do you fight? I summed it up, about six points.
I will give you a simple sharing of these six points and talk about my views. Next, engage in an interaction with your friends.
Since 315 this year, Weiyi has customized the “518 Package” and has achieved A big market response. In the past two years, Europa has been pushing 19,800 packages, and the Sophia 799 package has been launched for a longer period of time. It is not difficult to find that this year, the whole house customization industry has a prominent feature, that is, package marketing, I call it “price war”, but my friends, including Lin, Ou, Sophia friends, they are not Admit that this is a price war, but as far as I understand it is a price war.
Why do you say this? Because the whole house customization has developed to this year, the competition situation of the whole industry has undergone fundamental changes, including companies such as Weiyi, Sofia, and Europe. Every effort is made to expand its market share and grab a bigger market cake, trying to make its brand bigger and stronger. Well, I think that in order to achieve this strategic goal, the first big idea of the three giants in the whole house is the price war.
Price war is one of the most important tools for the whole house custom enterprise to compete for the market. I have not elaborated on the specific situation of the price war here. Because all of our friends are concerned about the customization of the whole, and care about the whole house customization, in the market terminal, as well as in the advertising and promotion strategies of related companies, we can see this information somewhat, not at all. Feeling strange, this is some of the price wars.
In terms of whole house customization, production is very important because production determines sales The back end determines the front end. When I was communicating with General Lin, I learned that CCTV is broadcasting the “World Manufacturing Conference”, a deep news report, and Weiyi Customization is the representative of Foshan and even China’s new manufacturing industry and new industry 4.0. First, it has received extensive attention from CCTV, and behind this is the issue of manufacturing and production capacity.
On the production level, major home furnishing companies have carried out a comprehensive production layout in the southeast and northwest of the country. For example, the Weishang Group has expanded its overall production capacity since its listing last year. Foshan is the South China manufacturing center of Weishang Group. I believe many of you have seen its Industrial 4.0 smart factory. In addition, in addition to Foshan, which is centered on Foshan, it has carried out a large-scale industrial layout in Wuxi in East China and Chengdu in the southwest.
Similarly, Ou Pai is the leader of the whole house customization. Its overall production capacity is also distributed around the southeast and northwest. The South China region is centered on Guangzhou, and the East China region is the same as the Weishang. In Wuxi, the southwestern region is located in Chengdu, while in the north there is also its Tianjin production base. Others, like Sophia, also carried out a relatively complete industrial layout in the southeast and northwest. This is a case of capacity competition. For the whole house customization industry, production determines sales, and the back end determines the front end. Capacity is a basis for competition in the whole house customization industry.
Design, I call it the soul of a custom home. Why? Because the furniture is on the surface, they are all the combination of sheet metal and hardware, which leads to the homogenization of the whole house custom product, which means that your product and my product are not very different. The design can change the material level of this simple sheet metal plus hardware.
Design, is the designerFor the way of life, an understanding of the infinite space, and then empower it to the product itself. Only the uniqueness of the design can differentiate the whole house custom products and make it a powerful factor in the competition.
This year, Weiyi Customs has been promoting a very important concept – good design. In this respect, I learned from the communication with Mr. Lin some time ago that the entire design concept and design team of Weixin Customization, including the product design of the B-end and the space design of the C-end to meet the needs of the whole house of the consumer, is a strategy. Sexual layout is an ultimate competitive means of the whole house customization industry. Because I have just mentioned that in essence, furniture is made of plates and hardware, and there is not much difference between them, which leads to serious product homogeneity. Only the design can give unique innovation to the whole house custom products, that is, difference. This difference is precisely the pursuit of beauty by consumers, the pursuit of comfort, the pursuit of all good things, this intangible factor is the most fundamental custom competition.
Whole House Customization, fundamentally, it is a total space solution Provider, not a pure product provider.
At present, the whole house custom giants such as Weiyi Customs, Sofia, Europa, etc. have already embarked on multi-category sales from single product sales, from multiple space providers to multiple The development of space solution solvers, therefore, space competition has become an important competition point for the whole house customization.
As we all know, in general, the whole house custom enterprise will provide home solutions with six spaces, eight spaces, nine spaces or even more than ten spaces, but in the custom, Its promotion focuses on lifestyle. The lifestyle I understand is a combination of space and time. Weiyi’s customized product line is based on the time period of life and creates a suitable lifestyle, such as single nobles, two worlds, and successful careers. It is based on people’s life cycle and development. a product line.
Now, the expansion of space has moved from a simple custom home to the field of consolidation. What is the concept of self-assembly? In addition to the treatment of the home space, the decoration of the sky, the ground, the wall, etc., all we see in the exhibition hall, will be included in the overall space solution. For a whole-house custom enterprise, whether its space solution capability can meet the needs of consumers’ homes largely determines whether its comprehensive competitiveness is at the forefront of the industry.
Capital is the blood of the whole house custom enterprise.
Capital competition phenomenon, which was particularly obvious last year. In just one year, there were six full-house custom-made companies successfully listed, but only two before, one is Sofia and the other is Good Lai Ke. So far, there are eight companies listed on the main board, including the Weishang Group.
As for the current development of the industry, I have such a metaphor. The whole house has two wings, one is capital, and the other is informationization that I will talk about below.
The involvement of capital has pushed the whole house customization industry to its peak. Since the listing last year, Ou Pai, Wei Shang, Gold Medal, etc., all the whole-house custom-made enterprises in the first line have resorted to the capital listing, and have made a series of aspects in capacity expansion, information construction and brand promotion. Big move. After the custom-made listing, the strategy of channel expansion and brand promotion is obvious, and the overwhelming and overwhelming brand promotion depends on the preference of the capital market for the whole house customization. The power of capital is very large, which has promoted the rapid development of this industry and promoted the rapid development of Weishang Group.
Informationization is a lifeblood of the whole house customization.
Many friends are discussing a question, that is to say, the whole house customization industry is a traditional industry or a high-tech industry. I believe that the whole house customization industry is a high-tech industry based on traditional industries.
Why do you say this? Because everyone’s general understanding is that in the home building materials industry, no matter which category you are doing, it is fundamentally traditional manufacturing. But why do I say that the whole house customization is an emerging industry with high-tech attributes? Because most of the world’s advanced things, high-tech things, they are related to the whole house custom industry, such as industry 4.0, information, intelligent, Internet access, these aspects are closely related to the whole house customization.
If we use the custom-made customization as a case, you will find that Weishang Group is born in Yuanfang Software, and Yuanfang Software is the software and informationization of the whole home industry. A legend, this is related to the Weishang Group. In addition, Weishang Group’s new home network, it is a legend of the entire Chinese home building materials industry in O2O, this is a layout on the Internet. Regardless of the Weishang Group, or Sofia, Europe, the brand is currently in the first echelon of the whole house customization industry, they are the first in the information, Internet, and intelligent aspects of the enterprise.
I mentioned earlier that CCTV has an important report on world manufacturing, and Weiyi Customs plays a benchmarking role, a company based on Industry 4.0. Model. And in each otherIn terms of networking, Xinju.com is also a model for the entire Chinese home building industry. In the end, informationization is a lifeblood, a means of the entire whole house customization industry. This is why the whole house customization industry is favored by capital. Because of its high-tech nature, it brings infinite possibilities and imagination, and capital is precisely an industry that pursues infinite possibilities and imagination.
This time, I will simply share these six aspects. What is the second half of the whole house customization? It is about to compete and compete around these six dimensions. Whether it is Europa, Weishang, Sophia, Hao Laike, etc., there will be a comprehensive and profound focus on these six dimensions. Positive competition.
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