How to realize the transformation and upgrading of traditional industries, how to courageously break the stereotypes and build an innovative model? On the occasion of the opening of the 3rd Shenzhen International Home Furnishings on July 27th, "What will change the future of China's furniture industry, sponsored by Shenzhen Furniture Industry Association and Shenzhen Furniture Research and Development Institute?" ----2013 China Furniture Industry Model Innovation and Change Road Innovation Forum, the general manager of Shenzhen Haoyi Technology Co., Ltd. Guan Yongkang brought the theme of "The rise of China's custom power".

In the past few years, in the production of various types of furniture for traditional furniture, many companies are facing the entire field. Macroeconomics is an insurmountable problem in the face of all furniture manufacturing. In recent years, the rise of custom-made enterprises has risen from Europe, Sophia, Golden Phoenix, and Gold. A series of companies involved in the custom field are growing at an annual rate of 30%-50%. many years. But the traditional field has been declining. In the past, the retail industry usually sold six or eight wardrobes for ten beds, but now it is good to have ten or three wardrobes for one bed. This category is especially obvious in the higher-end areas. Some hypermarkets, some European and American high-end products, are more displayed in the display of a full range of furniture, including beds, bedside tables, dining tables, dining chairs, sofas. Wait a minute, but the number of wardrobes is small. Many furniture retails or some factories generally react, basically wardrobes, cabinets, cloakrooms and even shoe cabinets have long been custom-made.

In the past few years, the industry has clearly realized a problem, including Europe, including Sophia. They used to be cabinet customization and wardrobe customization. Now they have customized the whole house. From the input of his manufacturing to the management level and the use of terminal software, in the future, their development will more erode the market share of many traditional furniture manufacturing industries.

This will be an industrial revolution, which will be a custom enterprise, called the industrial revolution of the future integration of “fixed furniture” and “active furniture”.

The reasons for the custom-oriented trend, including the polarization of real estate, China's entire monetary policy will lead to the shrinking of the middle class in the future, the richer the rich, the poorer the poor. Therefore, the whole real estate trend is also facing such a problem. The high-end is personalized, and the more personalized, the more custom classes are needed. Dafeng Fan, Gongting No. 1, and Haorenjia, several top-level enterprises that walked in the front end of the entire European-style furniture of Yuhuan began to intervene in the overall customization. In Zhongshan Dachong, the front-end enterprises that walked in the entire Zhongshan redwood field are also talking about “whole wood customization”, and the consumer groups they frame are high-end customization.

The popularity of the custom, the current size of the apartment is getting smaller and smaller, because the housing prices are getting higher and higher, in the high-priced housing prices to buy a very small area of ​​the consumer group called "rigid demand", how to meet their actual home function Things that require a lot of things will develop into the air. It is necessary to make full use of the space, so the requirements for space and function are updated. This is the biggest advantage of custom wardrobes.

As a result of industry competition, the predecessors of many custom-made enterprises are not necessarily furniture. They come from the field of decoration. The problems that cannot be solved in the decoration field must be solved by factory-based and industrialized production, so they enter the custom field. Due to their control of the entire renovation site, the understanding of SOHO led to their subversion of the traditional customization field.

A few years ago, the furniture industry once proposed the concept of “whole home”. The overall home actually catered to the high degree of uniformity of the entire interior style, integration of decoration, design, home and soft decoration, but now the concept of the overall home is evolving, in fact the whole Home was advocated by leading brand companies many years ago, and the advantage lies in their ability to integrate in the industry. Assume that there is no sofa and software in the form of a plate, but the curtains, mattresses, sofas, metal, glass and the like are all together, bought and packaged together to sell as "whole". Nowadays, the custom-made enterprises have further evolved on this basis. According to the different needs of consumers, they have to do product research and development separately, and then re-create a new production model to provide customers with a series of supporting services, from installation, The concept of display and soft design has formed a whole "turnkey project".

Each role in the entire industry chain plays a different role. After a consumer decides to buy a house, the whole order of consumption is like this. Usually, a designer is found. In particular, the higher-end house needs to find a designer, and the unconsumed consumer downloads a large number of libraries from the Internet. Produce "DIY design." According to the various types of pictures collected on the Internet, I came to design the home, and the designer became himself. Next, I will find a decoration company. Finally, the consumer will buy furniture again, and finally the soft furnishings. Therefore, the entire furniture consumption chain is behind, and it is necessary to continue to expand channels, to expand the scope of sales, or to integrate downwards, or to integrate upwards.

What do consumers care about? Consumers are paying attention to his effects, size, function, and price.

What is the designer concerned about? When the designer pays attention to attracting customers, he has to do a rendering. This effect is very perfect. Finally, the consumer has to implement it, and whether there is a product module that has concerns. If the product module is continuously downloaded online, the result of the consumer's reflection on the renderings is simply not found in the market. Then the designer's plan is virtual, so the designer is concerned about whether he can get all the 3D modules that are selling products in the factory. Can you make this 3D module into a very beautiful rendering, can you impress the consumer? In addition to receiving the design fee, the transaction may receive a commission from the factory.

What is the decoration company concerned about? The decoration company is paying more attention to the current labor costs, and paying attention to how fast the delivery cycle promised to customers. Now, especially for small and medium-sized apartments, the period of renovation is getting shorter and shorter. Because consumers are renting a house for thousands of dollars outside, they have bought a house and handed over the keys, but they have been decorating for a long time. Therefore, more and more small and medium-sized units are now launching hardcover, because consumers can't afford it, he cares about quality, cares about service, and pays attention to interests.

For the furniture manufacturing industry, the focus is on channels, brands, risks and interests. For the entire channel layout, multi-channel layout is inevitable, except for a series of channels of designer marketing, e-commerce, decoration companies and real estate companies. How to achieve a reasonable distribution of all links under the premise of ensuring the maximization of brand benefits.

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