China Development Portal News China's home furnishing industry "brand and service" evaluation announcement and summit forum was held in Foshan, Guangdong on April 19, 2014. The theme of the forum is “China's urbanization brings new opportunities to the pan-home industryâ€. Wang Min, vice president of the China Business Federation, released the "2013 China Pan-Home Furnishing Industry Research Report" at the meeting. The report combed the development trend of the global pan-home industry.
First, product trends
1, the overall concept
Simply put, it is to make overall planning for the owner's new house. From the overall planning of the structure, function, line, color and space of the room, to the overall arrangement of decorative materials, electrical appliances, lamps, sanitary ware, cabinets, furniture, etc., the new concept of home improvement in all-round and three-dimensional construction is now and in the future. development trend. “Overall home†includes two modes: vertical alliance and horizontal alliance. The former is the alliance of home improvement company and manufacturer, and the finished materials are customized in the decoration, such as decoration line, decoration woodwork, paint, etc., or the decoration company builds its own factory, independently researches and develops, enters the production field, and goes to the design, production and construction system. The development of large-scale, large-scale production, or the manufacturers with the "integrated home" supporting capabilities directly through the regional exclusive agents directly face the "integrated home" products and services provided by the owners. The horizontal alliance is a decoration industry that integrates all the industries related to the home (such as furniture, home appliances, decorative materials, accessories, gardening, housekeeping, etc.), forming a huge and extensive industrial chain. Through the integration of resources, the decoration company no longer only provides a single decoration service, and begins a role conversion, becoming a comprehensive provider of home products, providing consumers with a complete set of "one-stop service." At present, the home market has launched a number of overall home concept brands, including the overall concept of home improvement for the decoration level, the overall concept of furniture, the overall concept of customized products, and many home furnishing companies are working hard to increase I want to add to the scope of promoting the overall concept.
2, environmental protection concept
From the material point of view, the use of new materials is the future trend of pan-home products. Traditional wood-based panels consume a lot of trees, and the production of pan-home products introduces new panels. This is different from wood-based panels. This new material uses straw as raw material and is made of high-quality straw because it is recyclable agriculture. herb. In addition, crop straws are not incinerated after recycling, reducing the damage of carbon dioxide generated by incineration to the atmosphere.
3. Modeling concept
The modular customization concept has entered the family. Some pan-home products companies have discovered and summarized various types of consumers through the operation of the last ten years, and found consumers in different provinces, different age groups and genders, for wardrobes, including TV cabinets, lockers and wine cabinets have different needs. The enterprise summarizes the requirements and identifies each demand as a standardized and modeled cabinet. For consumers of different families, regions, different ages and genders, through the full communication with the designers, the needs are summarized and then These standardized modules are put together. The biggest feature of this trend can fully meet the needs of consumers. At the same time, it is convenient for enterprises to carry out large-scale production, scale production, and effective promotion nationwide, with the focus on ensuring product quality.
Second, the application trend of the consumer market
1. Green environmental protection
Green environmental protection is the constant pursuit of people, and the environmental protection and health of household products will receive unprecedented attention. Environmentally-friendly green household products with antibacterial, easy-to-clean, anti-pollution, anti-corrosion and environmentally-friendly materials can reduce the chance of encountering household pollution in life and bring more healthy quality to indoor life.
2, personalized
Different styles are highlighted. More and more people use different colors, shapes and collocations of household products to highlight different styles. Home products can create a living environment, which makes people who live in them have different life experiences. The more it becomes a product that regulates mental activity.
3, intelligent
The intelligent application of products, people pay more attention to the intelligent application of home products. When people go home to open the door, they will habitually reach out and touch the switch before changing shoes, but the switch may not be touched, but the light is already on the head. Walk into the living room, pick up a mobile phone-sized remote control from the coffee table, select the "family rest mode", and the light in the living room gradually lights up. When dining, select "dining mode", the living room lighting is gradually extinguished, and the chandelier on the dining table gradually lights up. Before going to bed, people can turn the warm-colored lights into cool colors, and choose the delayed light-off mode, and gradually fall asleep in the light that is slowly extinguished.
Third, the development problems and directions of the pan-home industry
Puzzle 1
In 2012, the home industry suffered from “cold winterâ€. The “Eleventh†Golden Week did not bring much surprise to the home furnishing industry. What everyone sees is the evacuation and closure of home furnishing stores. People always say that the home market is facing shuffling. In fact, the shuffling is already underway and it is acceleration.
Some insiders said that whether it is upstream building materials manufacturers, building materials agents, or building materials market, nowadays, following the national economic situation and real estate control policies, they will face a series of serial reshuffles. At present, the collapse of the upstream building materials manufacturers caused by the overcapacity has already pushed down the “Dominoâ€, and the excess layout of the home building materials market in many first-tier cities including Hangzhou has also revealed operational problems.
Direction 1
“After the pan-home industry reshuffle, one-fourth of the enterprises will fall down.†After a round of shuffling, after many companies have fallen, the pan-home industry market will be more standardized, and the demand for household products is still increasing. This also means that the cake in the market has also increased.
Puzzle 2
Nowadays, it has entered the era of pan-home consumption. Through the integration of different formats, to provide consumers with one-stop shopping, home is no longer the only consumer target. Instead, it is possible to achieve home consumption in leisure and entertainment.
To gain new market share, many companies are eager to try. The furniture-making enterprises began to try to make the door, the door-making enterprises began to try to make the stairs; the solid wood door began to be made of paint-free doors, the paint-free door began to get involved in the solid wood door, and the professional enterprise began to lengthen the product line. Companies that love market operations are beginning to get involved in another new market segment, and almost every company is looking for new gains in individual areas where products are connected and channels are connected. As a result, a new round of cross-industry diversification has returned to the pan-home industry, causing a serious overcapacity in some products.
Direction 2
The diversification of cross-industry in home furnishing enterprises may not be realized by expanding their own investment. It can be realized through industrial alliances between different upstream and downstream enterprises and related enterprises, and acquisition of target enterprises through mergers and acquisitions. On the one hand, the diversified operation of home furnishing enterprises is realized. On the other hand, it avoids the intensification of competition caused by the expansion of production capacity.
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