"Trend has always been a phenomenon that all walks of life are chasing. Because most of the time, to follow the trend means to go in the opposite direction; to go in the right direction, obviously, is not far from the gold rush. Based on my own practice and some viewpoints in the industry, the author discusses seven new trends in furniture industry.
Furniture industry will continue to grow in the next few years.
Influenced by policies such as de-inventory of real estate, liberalization of second births and acceleration of urbanization in recent years, the real estate market will maintain steady growth. Furniture industry belongs to the consumption field, which is greatly influenced by economic development, urbanization process, residents'income and other factors, and is related to the periodic changes of the real estate industry.
Affected by the time difference between housing sales, delivery, use and decoration, the general furniture sales lag behind the housing sales for about half a year to a year. Since the second half of 2015, the upstream real estate industry has resumed its high-speed growth. In 2016, the construction of commercial housing and the construction area have ended four years of negative growth. The effect of real estate de-industrialization in major large and medium-sized cities far exceeds expectations.
In the future, the main market consumption will be in the central and Western regions, the second and third tier cities, the new demand for rapid urbanization of small and medium-sized cities and towns, and the upgrading of middle and high-end consumption in the eastern region; the new urban residents aged 25-35 will be the new "gold mine".
The dispersion and diffusion of furniture industry cluster
The traditional Pearl River Delta, Yangtze River Delta, Bohai and southwest furniture producing clusters will be dispersed and spread moderately. Especially in the Pearl River Delta, Yangtze River Delta and Beijing-Tianjin areas, environmental protection and taxation are considered comprehensively, and "cage for bird" is one after another. With the rapid increase of land, rent, labor costs and market factors, a new round of industrial agglomeration will be transferred to the central and western regions and even to Southeast Asia. Qianjiang, Hongan and Jianli in Hubei, Xinyang, Lankao and Yuanyang in Henan, Zhengding and Langfang in Hebei, Zhuanghe and Zhangwu in Liaoning, Luan in Anhui and Kangxi in Jiangxi have witnessed the rise of many professional furniture industrial parks in recent years.
Ten billion tycoons will slowly emerge.
"41 houses" is the number of listed enterprises in the household industry. Since 2017 alone, there are 6 home enterprises listed on the home industry. With a market scale of 4 trillion yuan, no enterprise has over 10 billion yuan in revenue.
Many billions of enterprises have made great efforts to produce multi-brand, multi-category and multi-channel products, such as Gujia sofa, soft bed and mattress products, supporting products such as tea tables, dining tables and other products through unified sales with the main products, in 2016 also formally established Gujia Customization, one-stop service layout is becoming increasingly perfect.
Qu Mei achieved operating income of 1 billion 660 million yuan, an increase of 32.52% over the same period last year. Qumei pays equal attention to "design" and "marketing". Qumei strives to build an integrated online and offline sales channel platform for OAO, enhance the endogenous growth power of channels, and customize the products of the eight major livings halls.
The multi brand strategy of Merck home has also attracted much attention. In 2016, Merck Home achieved a revenue of 3.467 billion yuan, an increase of 21.26% over the same period last year, mainly due to the growth of domestic retail business revenue over the same period last year. In fact, Meck home does not satisfy the retailer's identity and is working hard to implement multi brand development strategy.
Last year, Yihua household achieved 5 billion 700 million revenue, an increase of 24.14%. In terms of category, Yihua not only enters the software furniture market by wholly purchasing the world sofa master Huadali, but also invests in the customized furniture industry by investing in Wodi Home and holding multi-dimensional Shangshu. Yihua is transforming from furniture-home-whole home to create Y+pan-home ecosphere, and the layout of the whole industrial chain of its large-scale residence has also continued to fall to the ground.
The whole house customized home leading brand Wayes customization has attracted widespread attention in recent years. According to the data, the revenue of Weiyi Customization Group has been rising in recent years. From 2014 to 2016, the revenue of Weiyi Customization Group has reached 1.912 billion yuan, 3.087 billion yuan and 4.026 billion yuan respectively. The average annual growth rate is more than 45%, which is much higher than that of the industry. Furniture customization enterprises that are considered to be the most likely to span billions of threshold.
At the same time, the former giants of the outside industry have entered the household business and divided the food industry into big cakes. Biguiyuan will produce furniture (activities, civil, hotels, fixtures), flooring (reinforced, solid wood, composite), cabinets, bathroom cabinets, wardrobes and other finished household goods.
Millet Smart Home, which started operation in 2013, will cooperate with real estate companies such as Huarun Land Purchase and Jindi. Millet Smart Home Series products will enter the cooperative real estate business owners'families. Qumei cooperates with Haier to make customized household; Ketian Group enters pan-household industry; Rex Lighting establishes pan-household business department, trying to integrate everybody's residential sector and so on.
Custom home blowout, full house custom home will explode
During the 19th Guangzhou Construction Expo held this year, 390,000 square meters of pavilions became crowded. The biggest highlight is the blowout of China's custom industry, and almost all venues are related to customization. Through the new software design, the combination of independent furniture space design software, VR system and key product information generation system, users can immediately see the real environment of future residential space through the 720 degree full landscape of VR system after space design. After the scheme is determined, a series of product information lists such as furniture, floor, jewelry can be quickly generated. After placing the order, manufacturers of each product will quickly stock up and realize one-click experience-based rapid customization of household consumption.