Browse quantity: Update time:2020/1/17 9:31:42
Read an article on mobile phone: the fall of customized home furnishing industry, the author is Duan Chuanmin.
According to the author, "the customized home furnishing industry is falling into decline step by step under the dual effect of so-called success and performance, showing a dangerous tendency - losing the original intention, losing the essence and losing the consumers."
Mr. Duan believes that the original intention of customized home furnishing is:
·Change - (now module)
·Participation - (now only choice)
·Personality - (now you can only choose)
·Meet the needs of consumers - (now it's hopeless)
With such an initial intention, he believes that "C2B, admired by the front-line strategic experts, is distorted under the pressure of performance, and lengshengsheng has become a traditional B2C model."
"Under the performance thinking, the internal operation of the enterprise has become a sales orientation; we have to find ways to open stores, promote sales and improve the unit price of customers; in the mind of designers, the satisfaction of Meihe customers is no longer the core indicator."
I think what Mr. Duan said is really the problem of customized furniture (housing) industry. I also agree with him very much, but I need to make some supplements. I have been engaged in furniture production for many years. From the beginning, I didn't make customized furniture. I didn't "tut tut" praise customized furniture (maybe because I'm not a front-line strategic expert), but from the beginning, I was "not cold" to this business (as many people in the industry know, I also wrote some articles). Reason:
1. In foreign countries, customized furniture only appears in very backward countries, such as India. More than 90% of them are customized. A master leads his apprentice, carrying tools such as knives, axes, saws, etc., to make furniture for each household, just like in ancient China.
In developed countries, such as the United States and Japan, there are very few customized furniture, only 11% in the United States and even less in Japan, and most of them are B2B. Customized furniture factories are matched with developers to make cabinets and wardrobes.
Why B2B? The main reason is that the laws and regulations of developed countries are very sound, and customized cabinets will involve hanging and other safety issues. Developers themselves know their wall structure, but because it is mass production, it is worth to do hanging detection, which meets the national hanging standards.
For this reason alone, it is not allowed to customize the cabinet B2C or C2B. The cost of hanging detection is very high, and a single customer cannot afford it.
In developed countries, office and public space are also customized. Of course, they have to do all kinds of testing and can afford it.
In addition to the backward countries like India, the customization of individual families is the place where national laws and regulations are not sound or poorly implemented.
That's just one of the reasons.
2. From the aspect of design, customization goes to modularization, "becoming a multiple choice question", "becoming a selection Gallery". This is also inevitable because:
——Designer, how many designers are there in China? I think there are only a few designers with a certain level. I'm afraid there are more than 180000 designers in China's customization industry. How can there be so many designers? At best, I know how to introduce "modules" and provide "multiple choice questions" on the computer. It's good to be able to show them to consumers in the library. In fact, it's a trained salesperson.
——Supposition (I mean supposition), we have enough designers to design "personalized beauty" home for every consumer. How much is the design fee? Can the consumer afford it, will they? What's more, the designer's "beauty of personality" and the consumer's "beauty of personality" do not overlap. According to the consumer's "beauty of personality" (of course, it depends, otherwise it will not meet the consumer's demand), God knows how the consumer's "beauty" is, and the designer can only become a draftsman at last. It is also assumed that the aesthetic quality of all consumers is good, and the "beauty of individuality" is designed. Who can produce it? One sample per household, which factory can produce it? Speaking of mass customization, flexible production and so on, that only stays in theory, maybe other industries have done it, which furniture factory has done it?
In the end, it's good to be able to modularize, otherwise, you can only choose gallery or package. From the factory's point of view, we can only do this. It's only an ideal that designers can design furniture that conforms to the "personalized beauty" recognized by consumers (it's more difficult to live at home), while the factory can design and produce furniture for all different "personalized beauty". There's only one possibility: it's made by small regional factories, most of Xinkui customized furniture are plate type and surface Paste melamine paper, do not need to paint, as long as cutting, edge sealing, drilling can be, small factories can afford these equipment. Therefore, Mr. Duan said that the fall of customized furniture may refer to those large factories and regional small factories, which will not fall if there is demand.
But panel furniture, straight up and down, I don't know how to create "personalized beauty", which is a very test of designers. Now, of course, there are real wood all house customization, but it's hard for big factories to do such business. Do small factories do it one by one, so the price will also be very expensive. How many consumers can afford it?
The original custom home and Mr. Duan have an agreement: "what about the good consumer personality and beauty? What about the agreed satisfaction and public praise? "
I think it's hard to make a custom home.
3. Customized home furnishing is not the future model of home furnishing industry (at least furniture industry). China is a developing country, and its development track will be similar to that of the developed countries. The present of the developed countries, in general, will be our future. I can't see which developed country's customized home furnishing industry is the mainstream of their market.
Home furnishing industry contains too much content, from furniture to textile, daily necessities, etc., of course, many things can be high-frequency consumer goods, but not all products, at least furniture is not. So it's very difficult to talk about home furnishings. I'll just talk about furniture. IKEA's furniture industry is also low-frequency consumer goods, at least in China, which has nothing to do with B2C or C2B. I think C2B is just a concept, which is difficult to be achieved in technology and organizational behavior. Now, large-scale customized furniture enterprises have hundreds of customers and receive complaints all day long (the complaint rate of customized furniture is very high). Who has the time and mood to interact with customers regularly?
Customized furniture will make the consumption frequency lower, whether you are C2B or B2C, because the replacement of customized furniture is more difficult, many of them are fixed on the wall, it is very troublesome to dismantle them, and the whole interior will be in a mess. One more customization, just installation, how much time it will take, one installation is not good, it has to be changed. Consumers can't live at home. Customized furniture itself has made the consumption frequency lower.
The houses in Chinese cities are smaller and smaller, and there are no public stalls. Therefore, the use area is very small. In the subconscious, the Chinese still retain the consciousness of farmers and like to collect things, so they need more storage. Customized furniture can create more storage space, which is the reason why customized furniture is popular. I don't think it's related to "beauty of personality". Experienced salesperson will tell you that in the store, the best thing to sell is the furniture with mediocre design. Those over designed and personalized East and West are mediocre because the average person is mediocre.
In China, furniture consumption is still in the "early stage". As long as we look at the age group of furniture, 20-40 years old accounts for 91% (Sina survey), we can understand that this is a just in need market with low consumption level. Usually the second round of purchase, there will be "personalized beauty" needs.
Annual consumption per capita of furniture
Country dollar
China 29
The United States 299
Germany 261
Japan 121
So low per capita annual consumption, where to consider the "beauty of personality", have to use, meet basic needs is very good. The consumer group seeking "personalized beauty" is only less than 9%. Therefore, if customized furniture will fall, it has nothing to do with "personalized beauty".
Let's not blame the focus of the large-scale customized furniture factories. They only focus on getting customers, designing, selling and installing orders. They have to be bigger and survive. This is the only way.
The fact is that it can be installed smoothly, which is already very good.
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