Licensing can be said to be another "opinion person" who enters the furniture circle from outside the industry. For a building material person who has been accustomed to doing business, there are too many "incompetent" for the furniture industry. Every time I mention the business model and channel exploration of the furniture industry, there is always a tendency to hate iron and steel. From Dafuhao to Yihua Wood, to the Pan-Family Alliance, he has always insisted on his overall home route. He believes that the furniture industry is in short supply of business model innovation and channel development, as well as the introduction of relevant talents. These all restrict the vertical exhibition of the industry..... For the topic of customization, he also has different opinions as an "old acquaintance" in the building materials industry.
Is custom furniture
Still fixed furniture?
Executive Chairman of the Pan Home Furnishings Alliance License
In recent years, there has been a new term from building materials to furniture to the decoration industry. It has been plagued by many people... It should be that Guangzhou Yuanfang Software Co., after selling its design software, will be the new home decoration. In this brand of furniture, the clever circle of people played this brilliant edge ball - custom furniture.
In the end, what is custom furniture? It’s easy to know with Baidu. That is, furniture companies regard each consumer as a separate market segment on the basis of mass production. Consumers design according to their own requirements. The furniture that is desired, the individual furniture that the enterprise must manufacture according to the design requirements of the consumer. And is Shangpin Home Delivery a product and marketing that promotes this concept? Obviously not.
The origin of custom furniture, but also from the wardrobe and cabinet industry. Obviously, the concept of custom furniture production and marketing was first proposed by the wardrobe and cabinet industry. In the industrial chain of the home improvement industry, the demand for wardrobes and cabinets has changed in the size and size of the parts due to the difference in the size and size of the furniture industry. Therefore, the custom furniture has been put forward reasonably. Until now, when it comes to customization, many people in the furniture industry will think of wardrobes and cabinets.
As a business brand with an innovative business model, Shangpin Homestead has not evolved as originally envisioned by Li Lianzhu, the original owner of the company. In addition to the banner of custom furniture, he is squatting in the home industry, truly understanding the circle in 15 years. As everyone knows, Yuanfang's Shangpin home decoration and custom furniture are only borrowed a little from the original wardrobe and cabinet products. Later, the furniture part can't even be customized. At best, only It can be said that when the Shangpin home is really concerned by the furniture industry, in fact, more people are concerned about the custom furniture behind his success, and there are too few people who can see the custom furniture involved in Yuanfang Shangpin. .
Because of this, many associations in the furniture industry have established organizations such as custom furniture clubs, and more people in the furniture industry custom associations are also confused about what is custom furniture. Anyway, others should have one. After that, it will be lit up again. As for how to develop it later, it is a future event. In fact, I think that it is not so much the custom furniture that they understand, but rather the fixed furniture that is strongly promoted by the decoration industry in recent years.
People who know a little about the professional knowledge of the industry know that with the current development of the decoration industry, the part of the wood production (the decoration industry is commonly called] is outdated, in terms of environmental protection, technology, technical quality, or factory. Production is more realistic. However, at present, our country's wood production, or simply should be called fixed furniture, what is the status quo?
First of all, it should be analyzed from the status quo of the fixed sector of the furniture industry. After more than ten years of reversal, the furniture industry did not pay much attention to fixed furniture. Minghui, Senyuan, Jinfeng, Taiyi and other enterprises have developed by leaps and bounds. They are riding in the field of solid furniture. In the past few years, when custom furniture became a fashionable term, some smart furniture factory owners who struggled on the civilian furniture line began to enter the field of custom furniture. One after another, although not as good as the Shangpin home, the profitable custom furniture factory As the mushrooming has sprung up, in fact, these companies really say that it is in line with the high-end decoration of hotels, clubs and villas, and the fixed furniture and event furniture business under the leadership of decorative designers.
Is the solid furniture business so easy to do? Many furniture industry owners who want to enter and are afraid to enter are very skeptical. It is true that these bosses are wise. Furniture is no more than the building materials industry, the lack of real professional managers, especially professional channel marketing professional managers are even more lacking. There are few marketers who say that designer furniture marketing and decoration company channel marketing corresponds to fixed furniture. Many of the current furniture industry employees engaged in fixed furniture, at least the designer has a fixed order on hand, when the decoration company and designers do solid furniture, the most afraid or most need the furniture industry fixed team Few people can figure out what capabilities and resources are available. More business people are almost doing business channels in Yimeng. For the design capital of Shenzhen, there are 7 decorative enterprises in the top ten domestic decoration top 100, and can be a large and professional team of design companies, designers and decoration enterprise construction project managers of five-star hotels. In the middle, it is rare to see the professional and practicing marketing managers of the fixed furniture factory. In fact, at present, there are many cases in which the fixed furniture factory is doing second-hand or even three-handed orders. This makes the fixed-sales that have a good profit, and it is tempered. It is opportunistic, cut corners, and endless. Therefore, the furniture company is speculating on the surface every day that it has a fixed order, business speculation, it has become a strange phenomenon of today's strange goods.
Secondly, the fixed furniture is not necessarily more complicated than the movable furniture in the production process. It is a test of the familiarity and cooperation of the team of the fixed furniture factory in the design and construction of the decoration industry. Many fixed furniture factories are currently seriously lacking in talents that can be professionally connected with decoration companies in terms of cost control, pricing calculation, drawing deepening, on-site installation and construction, etc., only by recruiting one or two production technicians from other solid-packing plants. Can be rushed to launch. It can be said that fixed furniture is the last piece of profit cake in the furniture industry. There are also many manufacturers in the furniture industry in the past two years. At present, there are at least 200 factories in the Guangdong area with a size of 50 or more, and more than 200 people are insufficient. There are only 20 manufacturers that can reach a capacity of about 500 million yuan. This does not include the self-built fixed furniture factory of the listed decoration companies such as Shenzhen Guangtian and Hongtao. Although the scale is not small, but the management is not in place or the management, technology, business and other sectors have not been docked, so far has not been on the right track.
Furthermore, how big a fixed furniture company can do is a key issue that has been explored in both the furniture and decorative industries. With the public decoration and high-end home improvement projects in the decoration industry, such as villas and other wood production parts more and more to replace the original stone and other products become a trend, the more the same needs of designers and fixed furniture factories The more urgent it is. For example, whether natural veneer or technical veneer is used properly, whether it is made of solid wood or veneer craftsmanship, etc., even if the veneer uses open paint or seal paint, etc., designers need to have more Communication and docking. The fixed designer is the most indispensable part of the whole chain. It really understands the decoration construction, understands the deepening of the drawing design, and understands the furniture structure production process. In the decoration industry, the fixed furniture factory They are all odd goods.
Finally, let's talk about the fixed furniture itself, which will no longer be synonymous with custom furniture, and custom furniture will evolve from the two major categories of fixed furniture and movable furniture, truly becoming a new industry that the furniture industry has begun to develop vigorously this year. The business model will soon rewrite a new chapter in the cross-border integration of the furniture industry and the building materials industry.
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