After 2018, many home furnishing companies have been intensively arranged, including the homestay, Ou Pai and other custom home giants and seagull workers, Huida and other sanitary enterprises.
Customized companies are unanimously straddle, converging Behind the action reflects the potential trend of the industry. The whole assembly seems to be the next slogan after the big home and the whole house customization. At one time, the hot words such as the whole bathroom, the whole house decoration, the whole house and the whole house began to appear. Volkswagen silver screen.
But it seems that the hot stuff is really like it The concept is generally beautiful, let consumers “one-stop decoration”, “stay in the bag” and “what you see is what you get”, thus bringing the industry a disruptive experience?
European Home communicates with industry professionals and believes that the concept of self-assembly is very good for consumers. It is also feasible for some companies. As the industry continues to develop, the future may bring to the industry. Some good changes, but not enough to “subvert”, there is still a distance in time. At present, there are still some resistances in the whole installation:
First, the property is limited to purchase, the whole company is in contact with the hardcover house
Affected by the upstream industry, the overall size of the home improvement market is gradually shrinking. In the past two years, the real estate market has gradually entered a downturn, and many cities have introduced property purchase restrictions. As the property market returns to rationality, the volume of new homes has dropped significantly, and consumer demand for decoration has decreased. In addition, the popularization of real estate policies such as hardcover houses and full decoration is also restricting the development of the whole package business. According to the statistics of the National Bureau of Statistics, since 2016, the finished decoration houses in the first-tier cities such as Beishangguang have reached more than 80%, and many second- and third-tier cities are also increasing the proportion of finished houses.
The increase in the proportion of hardcover and finished rooms means Reduced flow of the package. On the one hand, hardcover real estate developers integrate all aspects of decoration and building materials to optimize resource allocation. On the other hand, hardcover houses eliminate many complicated links such as consumer decoration. With the advent of the era of fine decoration, many assembly companies will face transformation due to their inability to adapt to the needs of the finished residential market.
Second, the business abacus is loud, but the integration ability is insufficient
For home improvement companies, The whole package is proposed to integrate the SKU, expand the product line, increase the customer price and corporate profit, but the overall installation is much higher than the whole house customization, and really need to be “one-stop all-inclusive” and “stay in the bag” The challenges are far greater than expected.
package is not a simple product package package, more The integration of the entire chain, including construction services, supply chain, warehousing and distribution, requires strong integration capabilities, efficient basic production facilities and high industry height, without a competitive product supply chain. Perfect service system and excellent product portfolio are difficult to make the whole assembly.
Xu Yufeng, Director of Haojia Home Improvement Operations, told Yiou Home With one’s own strength, we can do everything from production to construction to delivery.The industry has not yet appeared. Even the European-style, Shangpin home with some head brands are still in a state of light trial, and the average SMEs simply can’t play. Many emerging home improvement companies in the market use the banner of the package package to speed up the rapid decision-making of consumers with the simplest product quotation, but in fact, there is very little content. Actually, there will be additional projects or changes to the service content at the construction site. In the case of the situation, it is easy to have subsequent service disputes. The emergence of these “pseudo-packages” is also a manifestation of the lack of corporate capabilities.
Three, consumer cognition , the result of the whole assembly is not as expected
As a consumer level, users are cautious about the whole assembly, the standards and requirements of the products are uneven, and the personality style is different. This is also a major factor affecting the development of the whole packaged enterprise. According to the research report on the overall home improvement industry released by the billion-dollar think tank, there is a gap between the self-contained products provided by market enterprises and the self-contained cognition of consumers.
From the survey data of the whole user, there is 16% of users are vague about the concept of self-assembly. In other words, these users have no sense of the concept of self-assembly; another 36% of users think that the whole is hard-packed + main material + soft, to meet simple living Function, other home appliances, fabric sofas are not included.
Although user cognition is vague, it is not It hinders their high demands and high expectations for delivery results. A large number of users do not know what the specific installation includes, but they are attracted by the beautiful concept of the whole installation and the convenient quotation mode. They only want to save money and effort, and expect to realize the package after the renovation.
But the reality is that many self-contained companies have the ability Not enough, the products and services provided do not meet the requirements of consumers, resulting in consumers’ low evaluation of the whole assembly, the low return rate of the enterprise, and the home decoration with low frequency of consumption, long production cycle and long decision-making time of users. For enterprises, a stable return rate is a continuation of the company’s survival.
Business looks good in the direction of the whole assembly However, the actual landing is very difficult. The unit price of the whole package is improved, but the cost of obtaining customers is also high, and the efficiency of expansion is low, which cannot meet the expansion demand of high efficiency and low cost of enterprises. If the development model cannot be fundamentally broken, the final assembly can only be a regional attempt.
Future opportunities for the company >
In the face of heavy resistance, how to find a development company, billion euros The home believes that the profit of the whole package is tempting but the threshold is also high. The enterprise wants to enjoy the big meal by its own strength. Obviously, it is not enough. It may wish to adopt a cooperative mode of mutual development and mutual benefit, and may go further.
For strong capabilities, market share is relatively large For companies, choosing to work with real estate developers may be more advantageous. Some industry media analysts found that in 2017, a number of customized homes were gratifying, and the “bulk business” targeting the real estate market contributed to the growth of the company. The whole company can learn from this road and find opportunities from the real estate market.
Changes in the market structure of real estate hardcover houses It is the resistance of the development of the whole package, but from the perspective of cooperation, it may also become an important thrust to drive the development of the whole package. In the context of rising house prices and the increase in the rate of renovation of existing and second-hand houses, if the whole company can find a “big customer” of stable cooperation, the future is still very imaginative.
Second, you can take a strong combination of home and home improvement businesses ,holdThe cooperation model of the group development. For example, Ai Jia Life, Dong Yi Ri Sheng, Love Space, and Shang Pin Home Co., Ltd. jointly launched the “China Big Home Industry Internet Alliance”, which will be through cooperation between members in information sharing, joint procurement, financing mutual assistance, and joint marketing. In order to achieve the purpose of expanding and standardizing the home improvement market. Drawing on this kind of thinking mode, strong cooperation, home furnishing companies provide quality products, and home improvement companies provide construction services, achieving 1+1>2 effects.
The third choice and large industry platform type The company cooperates with each other and through the cooperation of the two, the decoration company solves the delivery, and the platform company provides the infrastructure, including the main material, auxiliary material supply chain, soft packaging solution, service management and control standards. For example, things like Qijia.com and Tuba Rabbit are doing, may form a new business ecology.
In the view of Yiou’s home, it’s packed The target group is for medium and high-end consumption, but the aesthetic level and personality requirements of these groups are higher than the products that the enterprise can provide. The modularization and standardized equipment can not meet their needs in the short term, so the actual The current self-contained users are still in a relatively more price-conscious group, and the range of services involved is much smaller than consumers expected.
So in general, whether it’s from the user The demand is still from the perspective of the enterprise itself. The final decision on the scope of the development of the whole package depends on the ability and efficiency of the enterprise, because even if it is cooperation, everyone chooses to cooperate with the capable and strong. (Editor/Li Yan)
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