There are still ten days, it is about to enter 2018, across the hot 2017, the whole house custom home industry in the upcoming new year, what will be big changes? Why?
One of the big changes: the "Matthew effect" is getting worse
If this year is the "capital year" of the whole house custom home (this year there are six whole house custom home enterprises listed), then next year will be the "Matthew effect" year of the whole house custom home.
The big waves are sanding, the strong are strong, the weak are weak, why do you say that?
Because, this year's unprecedented custom home listing frenzy constitutes a watershed in the development of this industry. Before this year, the competition camp of the entire industry was not very clear. After the listing frenzy, the various camps are basically clear.
In the first camp, Ou Pai Home, Sophia, Shangpin Home, Haola, Zhibang, Gold, I, Piano, Canoa, Paterson, Marg, and Sini in the second camp. Man, Lauka, Kefan, etc., are distinct.
Revenue is widening the gap, Ou Pai Home is expected to exceed 10 billion in revenue this year, and the annual sales of small-scale brands may be only one or two hundred million; the channel is widening the gap, the European home, Sophia thousands of monopoly Shops, while small-scale enterprises may only have one or two hundred specialty stores; single-store sales are widening the gap, Shangpin homes with Xinju.com’s annual sales in an O2O store in Guangzhou can exceed 400 million, and sales in individual cities are pulling. The big gap, the European sales of the Beijing branch in 10 months of sales exceeded 1 billion...
These gaps will continue to grow in the new year!
Liu Shunping, vice president of marketing of Ou Pai Furniture Group, used "tit-for-tat" to predict the competitive trend next year when communicating with me. Xin Nimin, chairman of Siniman, used "warfare, such as thin ice" to describe the competitive situation he faced. Zhang Jian used the word "awe" to describe the competitive situation he felt.
The second big change: "Enclosure" is non-stop
Under the enthusiasm of last year's custom first year and this year's custom-made year, the first and second camps launched a vigorous "enclosure movement" that will continue until next year.
The continuous "enclosure movement" is mainly reflected in the following aspects:
Capacity enclosure
The enterprises in the first and second camps did not expand their production capacity. Similar to the European, Sophia and Shangpin homes, the production capacity in the southeast and northwest of the country has been completed; the dark horses like Bai Desheng and Marg have basically completed the national production capacity; Shi Nieman is in the middle this year. In Hubei, the land was purchased and built, and Kefan purchased the land in Anhui.
2. Category enclosure
Nowadays, there are very few companies that simply make custom cabinets and wardrobes. From cabinets and wardrobes to doors and windows, wooden doors, sofas, mattresses, sanitary wares, kitchen appliances, etc., Europe, Sofia and others have begun to extend to soft clothing. Even began to extend to the floor, and Siniman began to extend to the siding.
3. Space enclosure
From a single space to a plurality of spaces, from the kitchen to the living room to the dining room to the bedroom to the balcony to the balcony, from the solution of a single space solution to the solution of six major spaces, nine spaces or even more than ten space solutions.
4. Price enclosure
Sophia's 799 package, the European-style wardrobe's 19,800 package, the good Lai Ke's 16800 package, etc., are all in the price of the place to carry out the price of the enclosure.
The big change of the third: "the whole revolution" is in the ascendant
I have been thinking about a question: What is the next vent of the whole house customization?
As we all know, there are several entrances to the current home building industry: real estate, decoration, customization, then, what is the next entrance? Why?
The next entrance is self-contained. The whole installation is not only the next entrance, but also another air outlet after customization!
Because the whole face is facing the 4 trillion decoration market;
Because, in the logic of the whole installation, the whole house custom home is just one of them;
Because the whole assembly can solve the three low pain points of “low passenger order, low efficiency and low profit†in the traditional decoration;
Because the whole assembly can solve the four pain points of consumers “time-consuming, labor-intensive, cost-consuming, and cost-effectiveâ€;
Because the whole assembly can empower the decoration company and create the possibility for the consumers to truly realize the “stay in the bagâ€.
Hu Wei, the vice president of Shangpin, who just launched HOMKOO “Whole-fit Cloudâ€, told me very well that for thousands of traditional decoration, the whole cloud is “not to be awarded as a fish.†"Fishing", for countless renovation owners, the whole cloud is "to replace the map with navigation", is to achieve "what you see is what you get".
In addition, PINGO Pingo International and other institutions are also making every effort to promote the revolution.
My judgment is that from finished products to customization to finishing, it is two great revolutions in China's home building materials industry and home improvement industry. The first revolution made a good listed company like Ou Pai Home and Shang Pin Zhai. The second revolution will be similar to the great European and Da Shang Pin (the volume may be ten times now). Industry giants.
"Consumer trends, great, and smooth, but the reverse is dead!"
(Source: Zhou Zhong)
Light Therapy Lamp
Guangdong Jishengke Industrial Co.,Ltd , https://www.dgjskpad.com