What is the main competitiveness of custom furniture in the future?

“Customization” is one of the most discussed topics in the furniture industry in recent years. Among them, the topics discussed are the whole house customization, customized platform, and furniture integration. The industry's attention has also attracted capital, and custom furniture brands are everywhere. Many furniture companies have launched customized services in Shenzhen. But there has always been a voice, is "custom" furniture really a real need, or is it just a lack of standardized modules in housing development, and the strategy behind the industry chain? What is the future development of custom furniture?

What is the main competitiveness of custom furniture in the future?

Difficult to meet diversified consumer demand, differentiated into a breakthrough direction

Most companies on the market today are "half-way", lacking basic skills, and still accustomed to the mass production in the past. "Customization" is just a change in size and color for them. This simpler, less individualized customization does not satisfy consumers' increasingly diverse consumer needs.

Customization is based on meeting the individual needs of consumers. Unlike traditional large-scale industrial production, it requires software, technology, and data support, as well as strong design capabilities and production supply systems. When the related technical support can not be guaranteed, the customization process is prone to problems such as excessive production cycle, product smashing, poor installation technology, and overall color style mismatch.

With the development of society, the taste of China's main consumers is changing. They are beginning to hope to show their identity and lifestyle in a customized and unique way. They need products that reflect their own aesthetic, taste and culture. Therefore, in the era of product, image, promotion model and advertising homogenization, home enterprises want to impress consumers to obtain recognition, to ensure that their services and design differentiation is the key to break through.

Future competition will focus on experience and spiritual aesthetic pursuit

Custom furniture has been developed since the end of the 1990s. The pain point of demand is the dissatisfaction with the quality of cabinet furniture manufactured at the decoration site. Furniture customization is basically concentrated in the cabinet wardrobe TV cabinet and bookcase, other table chairs, sofa beds and other furniture. This is related to the production mode and cost of the plate. The low price cuts just meet the Chinese market with just a little money. On the one hand, the market demand is the industrial transformation, and the rapid development of customized furniture can be realized.

More than a decade of development has ran out of a number of technical forerunners, such as the European, Sofia, Shangpin home delivery and so on.

Beginning in 2015, the concept of whole house customization has been further fired than furniture customization. This is not a real demand explosion, but the real estate development is cooling down. The orders of various building materials factories and related industries are suddenly reduced, and the production capacity is seriously over-capacity. To survive.

Reducing the half-way interception and grabbing the order, we must grab the customer traffic entrance, and hope that consumers can get it in one's own store. The main reason is that the solid wood custom sound is the most, because the threshold of solid wood custom fund is relatively low, and the customer order profit is high.

Large and full house customization seems to be logical, but the real demand is still concentrated in cabinet furniture.

The status quo of furniture customization is two extremes, one selling cost (plate type) and one selling material (solid wood). The product experience is still relatively rough, the appearance of each other plagiarism, thousands of people, the real high-quality products have not yet appeared. There is no suitable product for the huge middle class.

In fact, we can see from the custom brand in Italy, what should be the high-quality modern living space.

If the furniture customization of the previous decade is to develop the technology first and meet the basic functional requirements, then the design will win in the next decade. Can be called custom furniture 2.0.

2.0 custom furniture brands have the following characteristics:

1. Have their own product system standards; 2. Meet the personalized positioning of the group; 3. Refine the product use experience, using the common language of the network to describe "how to open the drawer gracefully".

Design can enhance the product experience from two aspects: 1. Not limited to a certain material, establish a brand-specific design style; 2. Independent development of some hardware accessories, will play an important role in the functional experience and appearance.

Furniture customization companies are more painful than having their own product system standards. Customers are customized to map. In this case, solid wood enterprises are more common, so the scale is not large. Every single business must solve new problems, and the probability of occurrence is large. The service radius is not large, basically the local brand. The vast majority of such companies will be replaced by 2.0 custom furniture brands in the next few years.

It is easier for board companies to establish product system standards, but the quality of products is not high. If they do not innovate in products, the future will inevitably be cut by 2.0 custom furniture for middle-class customers with higher demand. The future of custom furniture brand competition will focus on the experience and spiritual aesthetic pursuit.