In the Pan-home industry, among all categories, the fierce competition of customized home can rank among the top few.
One is that there are many large companies, the market moves frequently, and the enthusiasm for grabbing orders remains high all the time.
The second is to enter through all channels, covering projects, e-commerce, distributors, home improvement companies, designers and so on, and compete in all battlefields.
The third is intensive listing, which supplements rich funds and has the money to compete.
Among them, the competition performance of products and marketing is more prominent. First, products have not only the upgrading of materials, technologies and techniques, but also the changes in concepts and sales methods.
Focus on packages, one-stop Whole House allocation, intelligence, formaldehyde-free and other directions, especially environmental protection, which has long been the leading role and has risen to the war without aldehyde this year.
(Image Source: Sina home, invasion and deletion)
the second is the competition of marketing, fighting in all lines, such as dealer competition, Engineering channel competition, e-commerce channel competition, etc.
Whether it is a first-line brand with thousands of distributors or a second-line Enterprise following it, it continues to expand its channel coverage, encrypt its outlets and sink the market.
Another phenomenon is that with the increase of the delivery ratio of hardcover houses, the matching of cabinets is as high as 98%; Wardrobe and entrance cabinet are also included in the matching range by more and more housing enterprises.
Many powerful custom home furnishing enterprises regard bulk business as a breakthrough and compete for engineering orders around real estate developers.
These are already relatively common ways of competition breakthrough, and they are almost becoming the standard of enterprises. For example, the Environmental Protection advantage of formaldehyde-free, may lead enterprises to make standard quality, and all products are added without aldehyde, I am happy, haolaike, ou Pai and so on will do this.
The three directions we are going to discuss today may also be the great expectation of the future of customized home furnishing.
Why do you say that? Because consumers have demand, but at present everyone has not done well, which means opportunities, but it is hard to say who can seize the business opportunities.
01
direction 1: multi-category integration
some companies with strong supply chain capabilities have begun to create multi-category integration solutions, providing customized solutions for kitchens, study rooms, bedrooms, living rooms and other scenarios to realize bag-carrying.
According to the analysis, there are several ways to integrate this:
the first is the integration of customization + finished product Matching. The focus of customization is cabinets. The finished product includes beds, mattresses, dining tables and chairs, desk chair, sofas, curtains, etc. All kinds of finished furniture and soft clothes can be solved.
The second is customization + home appliances + finished product matching. This integration has a larger scope and will increase the category of home appliances on the basis of the first type, generally taking the form of alliance, for example, sign strategic cooperation agreements with some home appliance brands and get some exclusive products with price advantages.
The third is customization + decoration, alliance with decoration companies, self-customization, integration of customized products into the decoration company's solutions, mutual drainage; May also go to the decoration company's exhibition hall, open a place or provide customized and decorated services to customers in the exhibition hall of customized home.
It is also possible to develop the decoration company into a distributor, and both parties will develop the local market together. Among them, the decoration company provides hard installation services.
The above-mentioned one-stop overall space service for the whole House will vary in the degree of allocation, but it can really meet some kind of prosperous demand, that is, more and more people pursue to save worry and effort.
02
direction 2: intelligent customization
the practice of customization + intelligence is also regarded as an option to break the situation. Some customized household enterprises carry intelligent technology on their products and make micro-improvements in functions to realize the intelligence of products, the wardrobe can be operated by voice to switch the door and automatically sterilize and disinfect; The cabinet can be equipped with recipes, sterilization and disinfection, intelligent lifting and so on.
This kind of practice is attractive to consumers and is also regarded as the next hot land for customized home.
This kind of smart customization can attract buyers who have high expectations for smart home. After all, the demand for smart home is being released in large quantities. A variety of smart products are selling well, and the whole house is also on the way.
It is observed that there are some companies currently exploring intelligent customization, focusing on adding intelligent technologies to some modules, such as baidesheng's intelligent lighting system, which consists of 11 product combinations in 3 major sectors, different lamps are used inside the cabinet, stick to the bottom plate, clip on the back plate, install magnetic suction, seamlessly embed, etc., and can be used in scenarios such as home entry, living room, kitchen, etc., such as spot lights on home entrance cabinet, hanging induction light belt under shoe cabinet, etc.
Goldenhome is also an active explorer in this field. It specializes in operating a brand of zhixiaojin and has made many intelligent products, forming intelligent kitchens with products such as cabinets, such as voice control kitchen electricity; deploy AI intelligent technology to enable kitchen Power to remember users' usage habits. When users use it again, they can automatically adjust according to users' previous usage.
Pinano cooperates with graffiti intelligence, which provides technical support to realize product intelligence. In addition, a smart home subsidiary has been established to provide overall solutions for the design, sales and installation of products related to smart home systems. At present, smart home solutions have been exhibited, linkage with products in the intelligent graffiti system.
In addition, the 10th generation smart kitchen like my home is already equipped with intelligent lighting system.
Shangpin Home collection The second generation of whole house customization, six core systems of smart home are also designed, including intelligent access control system, intelligent lighting system, intelligent curtain system, intelligent kitchen and bathroom system, intelligent phonetic system and intelligent security system.
In the future, more customization enterprises will take smart home into consideration when providing product solutions, and provide full-house intelligent customization solutions for terminals.
03
direction 3: good-looking
speaking of good-looking, this is actually a vague statement. Every company is saying that its products are good-looking and meet the expectations of the owners.
But in fact, the samples in many exhibition halls are really good-looking, and the differences between enterprises are not very big. However, moving to the owner's home can not get high appearance value, and the satisfaction will be discounted.
On the basis of high environmental protection, achieving good-looking is still likely to be a very promising direction for the growth of custom homes, and is likely to be a leading force in consumption trends. According to the research results of many organizations at present, there is indeed a preference for Yan value consumption, which is almost in line with environmental protection and functions.
And in practical experience, we can also feel that if a set of products is very beautiful, the space created can produce enough stickiness, give people a stunning feeling, and with a price suitable for key customer group, then, the possibility of transaction will increase by a few points.
How to understand this appearance? It cannot be limited to the emphasis on design and originality of the enterprise itself, but whether it can be recognized by good-looking in the designer circle, in the circle of fashionista and in the evaluation of buyers.
To achieve this, one is to have beautiful products, but also to help customers create beautiful living space, so that customers can feel it and experience it at any time.
Second, in each year, there must be at least two rounds of key new product launches, focusing on creating two or three amazing product solutions, focusing on amazing product saturation attacks and enhancing market influence.
The third is to find ways to develop a group of fans among the old customers, so that everyone can give praise.
At present, among the enterprises that are working in the good-looking direction, I le home is a typical force. I have mastered a strong designer team and stick to "every new product must be the first one, without the design thinking of applying for patent rights and not selling Copyright, many good-looking hot products have been created one after another.
After years of accumulation in the design direction, at present, my happiness has indeed formed a certain reputation of appearance.
In addition, Marge also took a fancy to this direction. In a recent press conference, the theme was "formaldehyde-free after Yan PICOOC", focusing on providing high-end whole-house customization services for secondary decoration/improvement customers.
(Article Source: Sina home, invasion and deletion)
