Standing at the new beginning of 2019, looking back at the whole 2018, it is not difficult to find that this 2018, which was once defined by the industry as “a whole house custom burst”, apparently did not meet expectations.
In the past few years, the annual revenue of custom furniture companies has generally remained at 30%-60%, and in 2018 slowed down to below 20%, then in the initial 2019, what is the trend of custom furniture companies?
1，Permeability still has room for improvement
The earliest custom-made furniture was custom cabinets, and its development was also the best. In 2017, the penetration rate of custom cabinets was about 56%. Customized wardrobes have rapidly increased market acceptance in recent years, and the penetration rate has soared to around 30%; while other cabinets have a penetration rate of less than 10%, which is still in the introduction period. However, at present, the penetration rate of China’s custom furniture in the furniture industry is about 30% overall. Compared with the penetration rate of 60%-70% in developed countries such as the United States and South Korea, there is still room for improvement.
2，The huge market enterprises still have
After all, customization is a new term, and it has a great impact on traditional furniture companies that have developed for decades. Except for a few companies that dare to eat crabs, they have tried hard, and most companies have just recovered from the wait and see.
Today, the well-known custom furniture companies in the market are just a few of them, such as Europa Home, Sofia, and Shangpin. There is no leading enterprise like the traditional furniture industry.
The market share of custom furniture companies is still relatively low, and the pattern is very scattered. It is understood that in 2017, the market share of the top three companies in the custom cabinet industry is only 15%, and the market share of the top three in the custom wardrobe industry is less than 17%.
We can see that the market has great potential, and companies still have room to show their strengths.
With the gradual improvement of consumption upgrade capability, leading brands in the segmentation sector are expected to enjoy the double dividend of industry growth and market share increase, and the growth is the most certain. Custom furniture will also have oligarchs in the future, and the industry leader will stand out as a giant in the strong confrontation in the future.
3，Single product is falling into a trend
Under the trend of consumption upgrading, consumers’ demands for products and services are constantly improving. The concept also emphasizes “affordable” and “practical” from the beginning to focus on style and overall style coordination. Although the custom furniture is mainly personalized design, “tailored” design of the space utilization of various room types, but with the rise of young groups, consumers are more concerned about the overall mix and design, pay attention to save time and effort, one step in place.
The biggest advantage of the whole house is that the installation is more convenient and fast, so that consumers can feel at ease and peace of mind, and achieve the effect of the bag. It saves consumers a lot of time and energy spent in design, materials, construction, etc., and provides a one-stop service model, which is more in line with the government’s policy of encouraging the delivery of commercial housing.
According to the “White Paper on China’s Home Furnishing Design Trends in 2018”, in the choice of methods, “the whole house is packed, the bag is occupied” accounted for 39.6%, of which 80 and 90 became the main consumer groups of the whole package.
For the custom furniture company, the product is extended to the whole assembly, which is a revolutionary change from selling products to selling space and selling solutions, and has become the development trend of the custom furniture industry. Big home is the long-term direction, and only those companies that have the ability to install the whole house can live forever.
4，Environmental protection and artificial intelligence must have
The environment has been a major issue in the country in recent years, and the degree of discussion among consumers is quite high. From outdoor to indoor, more and more consumers are paying attention to environmentally friendly homes. The situation of formaldehyde-induced leukemia has been controversial. In the future, environmentally friendly household products will become the first choice for consumers.
As a custom-made furniture, the wood used, open and transparent, and product quality are also more secure, so that consumers can feel at ease and peace of mind, in addition to environmental protection, smart home is also a hot spot for consumers. According to incomplete, in the A-share listed companies, the upstream and downstream related enterprises of Dinggu Jichuang, Gujiajiao and many other household products have announced their entry into the smart home field. In addition, there are many technology giants like Ali, Jingdong, Tencent, Baidu, Huawei, Xiaomi and so on. It is estimated that by 2020, the market size of smart home will reach 581.93 billion yuan, and the market prospect is limitless.
It is foreseeable that in 2019, the custom home industry will undergo great market changes. Who can grasp the opportunity and laugh at the end, who will be the big winner!