Smart home, whole house customization, industry alliance... Recently, in the “China Home Building Materials·Changzhou Forum†held in Changzhou, Jiangsu, more than 800 home people have colluded with the industry development trend, including the head of the traditional home head enterprise. There are also pathfinders for the Internet home ecosystem. Analysts believe that in the face of changes in the domestic and international consumer market environment, China's home furnishing industry should change the traditional industry chain of “distributor-centeredâ€, transform to “consumer-centeredâ€, take the road of brand specialization, and upgrade the supporting business. And the shopping service experience, through the spread of new lifestyles, enrich the cultural value of the brand.
Intelligent technology helps the home industry
Intelligent technology injects new momentum into the traditional home furnishing industry . According to data released by the National Chamber of Commerce and Industry Furniture and Decoration Industry, as of the end of 2017, the Chamber of Commerce has 2,335 full members, an increase of 317 compared with 2016. The new companies are concentrated in e-commerce, intelligence and customization. In the fields of new materials and new technologies, it shows that intelligent manufacturing technology has injected new kinetic energy into the traditional home furnishing industry.
Facing the leading position of overseas brands in design, quality and culture, the integration of Internet and artificial intelligence technology has given China's export home industry a comparative advantage.
In the traditional home business business model, users first go to the decoration company to see the decoration, then go to the specialized market to see the furniture, and finally add small items, "the user's time is broken, this is a pain point in the shopping experience, but not No compromise."
A number of industry veterans interviewed by reporters said that China's home furnishing industry is facing pressure from both "land" and "empty", and there is industry anxiety. From the perspective of “landâ€, with the expansion of the proportion of finely decorated homes, strong real estate developers have entered the home improvement field and directly squeezed the home market space. From the perspective of “emptyâ€, the Internet industry has adopted new technologies such as VR and AR. Providing a one-stop, personalized shopping experience, successfully winning the favor of young consumers.
The main consumer groups in the home show a young and highly educated character, and are more inclined to express themselves. They put forward very high requirements for the quality, brand and service of smart products. The overall decoration has huge market potential. The advantage of the Internet ecology lies in the user data and service experience. The advantage of the traditional home industry lies in the custom design and manufacturing capabilities, which requires deep integration between the online and offline parties.
Personalized customization has gradually become a mainstream Sino-US trade dispute has given us a wake-up, Chinese companies will pay more attention to the domestic market in the future, pay more attention to brand building. The domestic market is welcoming a new round of consumer upgrades, and consumers are more concerned about the environmental quality of their homes and the values ​​they convey during shopping and follow-up services.
At present, the tide of consumption upgrading in China's furniture industry has come, and more and more people like 'light luxury' is a sign. Light luxury goods not only pay attention to economic practicability, but also convey a style and pursuit, which is the most intuitive embodiment of consumption upgrade.
Three or four of the top 20 listed companies in the cabinet industry are custom furniture companies. The performance of custom furniture has grown very fast, and the share of traditional standardized furniture, building materials and decoration has been absorbed to some extent.
While personalization and high-end customization have become the mainstream of home consumption demand, the home supply side is also shifting from production standardization and homogenization products to providing customized services, from custom home to full house customization. Chen Hui and other suggestions, the future direction of the home industry upgrade is in the environmental protection, quality, culture and art, lifestyle and other aspects of the goods.
In addition, issues such as the elderly home security and the rural home market have also entered the forum. Thanks to the continuous release of the rural reform dividend and the deepening of the poverty alleviation policy, the market environment of the domestic home industry will be significantly improved. The furniture industry is one of the more active industries in the rural market, and it is closely following the policy to expand the rural market share.
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