The boundaries of the home industry are disappearing, and the industry map may face restructuring

Cross-border robbery has become the new normal in the home industry

One phenomenon that cannot be ignored in recent years is that there are more and more “barbarians outside the door” in the home industry – cutting into the furniture sector from upstream real estate companies and home improvement companies, trying to integrate furniture into the business, plus the Internet and emerging consumer habits. The impact, such as the floor is no longer a purely floor company, nature home is fully involved in custom home, wooden doors, and even the whole; Dongpeng, the tile, has been fully extended to the bathroom, cabinets, custom home, wooden doors , diatom mud, and the whole assembly...

The European style of the custom home industry, Sophia, Hao Laike, gold medals, etc. have also entered the big home, and the category is constantly expanding.

The list goes on.

As a very low-viscosity industry, the traditional furniture retail channel has gradually lost its market entry position.

At the same time, an unstoppable trend is: With the industrialization of residential hardcovers sweeping through the entire industrial chain related to real estate, in the era of hardcover, cabinets, storage and other fixed furniture are uniformly completed by real estate developers, and meet the acceptance criteria of hardcover houses. The movable furniture is also completed by the collection center set up by real estate developers, as well as the cross-border robbery of building materials, designers, custom, soft-clothing and other industries. The furniture industry will lose most of its market share!

Defeat the tradition is usually cross-border

Ma Yun said: "The future manufacturing industry must be the service industry, and the future service industry must be manufacturing."

Sophia was established in 2003 and listed on the small and medium-sized board in 2011. It is the first batch of custom furniture. In 10 years, the number of stores has increased by 6 times, the sales of single stores have increased by 5 times, and the total output value has increased by 30 times. Sophia founder Jiang Yan said in an interview with Securities Times: "Custom furniture is a new section in the home industry, which shares some cakes from home improvement companies and traditional furniture factories."

In the past decade, there have been great achievements in entrepreneurship, and there are no cross-border looters.

With the increase of fixed products, the industrial boundary will become more and more blurred. The big home channel will change from “multi-site single lane” to “direct multi-lane”. More and more lanes will be overtaken, and designer channels will change from dark lanes. For the avenue, the delivery channels that focus on installation will rise, and the listed companies will increase their issuance more frequently. The new squad will become a new industrial strategy. A new round of entrepreneurial opportunities will appear on the content track, and more powerful investment institutions will accelerate. Incoming, it is decided that the industrial integration of the industry pattern in the next 5-10 years will go to the middle.

Industry research, researching data, identifying opportunities in composite growth data, and finding trade-offs in data that continues to decline.

The core value of customized home in the enterprise side is to collect the full amount of re-production, which is the innovation of cash flow. The industrialization of B-end and the personalization of C-end are technological innovation. The core value is to customize the patience of consumers and to whisper to consumers. Regardless of the fine decoration and second-hand housing, the overall solution of the local space solves the long-term pain points in the life scene.

Strategic adjustment of channel layout

Significant changes are taking place in the home industry, which has forced traditional home stores to transform quickly.

First, the upstream factories in the entire home industry are decreasing, and floor manufacturers have been reduced by nearly 50%. There are dozens of security door brands in the original store, and now only the imported and high-end security door brands are left in the market;

Second, cross-border into the home industry has become a trend . Gome, Suning, Jingdong, Ali, Xiaomi and other giants have entered the big home industry, and fully explore the e-commerce and scene experience of the home industry.

Third, the product has no boundaries, and even the channel has undergone tremendous changes. The cross-border of the channel is also from the market verification of the customized home. The first place to open the store into the shopping center is the Shangpin home delivery. The custom-made home store in the shopping center is made into the climate, which is where the consumers gather. Where to open a store, where there is traffic, where to open the store, the channel continues to move forward and sink, opening to the community is a matter of time.

The essence of custom home is a design-driven terminal. It has obvious advantages in satisfying consumers' individualized psychology. It opens stores in large stores and quickly establishes relationships with the owners to maximize contact with the owners.

At the moment, the industry is changing faster and faster, and whose transformation is faster, who will win the market. Once the barriers to technology and brand are fully formed, even if the company wants to enter, it will be difficult. Therefore, only by breaking the border, seizing the entrance, and changing the mindset can we find the future in the turbulent industrial transformation.