In the past few years, the furniture industry has changed dramatically, and the traditional pattern has almost completely broken. And the custom home is more like a "squid", which makes the whole market agitated. Especially in 2017, custom homes can be described as hot and topical, and always occupy the hot center of the furniture industry. However, how many do you really know about custom homes? What is hidden behind the hot home?
What is the custom home?
In a general sense, we define a wood custom home as: “Indoor homes that meet the individual needs through procedures such as field measurement, design, factory production, on-site installation and acceptance, using wood materials such as wood and wood-based panels as the main raw materials†.
So how do we define custom homes? According to the two characteristics of customized home personalized needs and scale customization, it is a combination of enterprise, customer, supplier, employee and environment. Under the guidance of system thinking, use the whole Optimize the viewpoint, make full use of the existing resources of the enterprise, and support the low-cost, high-quality and mass production of large quantities according to the individualized needs of customers with the support of standard technology, modern design methods, information technology and advanced manufacturing technology. High efficiency provides a way to produce customized products and services. Simply put, custom home is a manufacturing model that meets the individual needs of customers in a mass production process.
The range of custom homes mainly involves six spaces: living room, bedroom, kitchen, dining room, bathroom, study, etc. The product chain involves moving furniture, custom closets, cabinets, floors, wooden doors, wooden stairs and so on.
China's custom home status
According to the survey, as the competition in the industry continues to intensify, the trend of custom home development gradually shifts from plate customization and whole wood customization to full house customization, and the product chain is gradually improved and enriched. In 2017, mainstream custom home furnishing companies have basically completed the brand strategy upgrade of “full house customizationâ€. From Shangpin's home with the earliest "full house customization" to a solo show, to the late Europeans, Sophia, Haolaike, Marg, etc. have all turned to "all-room customization" transformation. Relevant experts said that in the next five years, the customized industry will maintain a growth rate of more than 20% per year. In 2020, the market size will exceed 200 billion yuan, and the prospects are very optimistic.
At this stage, the custom home industry is very prosperous, but there are also many problems.
1. Standard questions
The overall performance of the customized home industry is a lack of standards and cannot meet the demand.
Experts explained that the current standards can not meet the requirements of supply-side reform, lack of norms to protect the rights and interests of related parties, and lack of systematic considerations for customized homes. With the advancement of supply-side reforms, the content of custom home participants and services has undergone major changes, including the designer's design of the map, extending the time of product shipments, "product + service" has become the main theme. At the same time, since the customized household products belong to the emerging products in recent years and are tailor-made products, there are no clear regulations on design schemes, contract contents, service aging, acceptance standards, warranty returns, etc., resulting in frequent product problems. It is deeply criticized by consumers. Not only that, custom homes also have a lot of loopholes in product and product integration, product and building coordination, and often there is a problem with the board.
2, quality problems
2016 China's main household product quality
In general, odor, formaldehyde, etc. are far from the requirements of consumers.
Quality is an important basis for consumers to purchase furniture products. However, whether it is standard furniture or custom home, there is a problem of excessive formaldehyde content. According to statistics, there were too many cases of excessive poisoning in the three years from 2014 to 2016. At the same time, consumers are very sensitive to the problem of strong home odor. It is understood that there have been complaints from customers that the cloakroom has a bad smell. In the morning, changing clothes in the cloakroom or sleeping in the room at night often feel dizzy and disgusting. Exceeding the standard, it is required to remove the odor. The customer has blown the fan for one month, and the smell is still difficult to eliminate.
3, brand issues
First, the number of well-known brands is small, and the quality of the brand has yet to be improved;
Second, brand strength and brand protection must be strengthened;
Third, the brand evaluation system and brand service system are still not perfect;
Fourth, enterprises have not invested enough in brand building;
Fifth, the intrinsic value of the brand needs to be strengthened, such as stable quality assurance, good after-sales service, and publication of social responsibility reports.
4, service issues
First, pay insufficient attention to services.
Second, the lack of service standards;
Third, perform a discount;
Fourth, there are arbitrary charges in the service.
In short, the gap between the service quality of the customized home industry and the demand of consumers is still relatively large.
Custom home opportunities and challenges
From the perspective of the national development process, the emergence of customized homes conforms to the national consumer product standards and quality improvement plans, and meets the requirements of the “Made in China 2025†charter; from the perspective of industry development, customized homes meet the industry's transformation and upgrading and supply-side reform needs; From the consumer's point of view, custom homes meet the increasing personalization and use of functional requirements of consumers, allowing them to maximize the use of indoor space, improve decorative effects, shorten the decoration cycle, reduce pollution, reduce energy consumption, and reduce costs.
However, the future is both an opportunity and a challenge for custom homes. At this stage, the most custom-made models launched by most brands in the market are “customized†in size. Some insiders believe that the current custom furniture is more based on the previous overall home based on the extension of the concept.
Summarize the current development of the custom home industry, the future of custom homes will mainly present two development trends, namely green environmental protection and brand services. However, experts have analyzed that nowadays, there are fewer companies that can achieve overall home customization, and most of them are still based on individual customization; some of the custom home industry are not standardized in operation, and consumer satisfaction is low; some enterprises and green (green design, Raw materials, manufacturing, products, etc.) The demand gap in the home. It can be seen that customized home enterprises should continue to work harder.
Expert advice: Customized home-related companies need to pay attention to relevant national policies; actively participate in the development of custom home-related group standards, industry standards, national standards; focus on new standards (such as GB 18580-2017, "Green Product Evaluation Panels and Wood Flooring") Quality requirements; pay attention to formaldehyde, VOC, odor and other issues in custom home; pay attention to national environmental protection departments on corporate clean production and environmental protection requirements; pay attention to the recycling, utilization and disposal of discarded custom household products; focus on the innovation of materials and their products Application; focus on the entire system from order, measurement, materials, design, manufacturing, packaging, transportation, installation, service; spend energy to study the new needs of consumers!
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