- Update......
According to the relevant report of China Business Industry Research Institute, the scale of customized furniture market in China will exceed 250 billion yuan in 2018. With the increasing penetration of customized furniture products, manufactured products will gradually withdraw, and the scale of the industry is expected to continue to expand.
Furniture industry belongs to the late real estate industry, which is closely related to the prosperity of the real estate industry. Under the influence of real estate market downturn and real estate dividend recession in 2018, furniture market competition became white-hot and the industry entered the shuffling period. The competition situation of the whole market has gradually changed from the single competition of product price to the comprehensive competition of brand, product, service, design, channel, marketing, talent and management as well as enterprise scale. The whole industry will gradually change from production-oriented to production-service-oriented, and the market of customized furniture will gradually change to industry. The dominant enterprises are concentrated.
Customized furniture has great development prospects and tens of thousands of enterprises are competing fiercely.
According to the data of the National Bureau of Statistics, as of June 2017, the cumulative income of the main business of furniture manufacturing industry in China reached 441.39 billion yuan, and there were 5813 enterprises whose main business income reached 20 million yuan or more. If there is no revenue threshold, the total number of furniture manufacturing enterprises in China exceeds 10,000.
With the improvement of the living standard and cultural level of domestic residents, the married people after 1980 and 1990 have gradually become the main consumers, and their awareness of self-design of the home environment will be increasing. At the same time, with the increase of small-scale housing, including affordable housing, customized furniture can fully show its practicability and space utilization because it takes into account both practicability and space utilization. The consumer's pursuit of individuality, fashion and comfort will lead to the popularity of furniture consumer market, and the market share and market position will continue to improve. Custom furniture industry has entered a rapid growth stage, with the change of furniture products more and more rich, product style more and more diversified, product competition has entered the era of brand competition.
New Brands Grasp the Wind Gate of Transition and Hope to Grow Rapidly with the help of the Model of Oxygen Dioxide
In the customized furniture industry, there are still many local brands in China, besides several first-line brands listed on the market, and the market segmentation trend is obvious. According to the data of China Wardrobe/Cabinet Network, the number of wardrobe/cabinet brands in China reached 713/1068 in 2016, and with the development of customization trend, there are still a lot of new brands coming into the market, and they want to grasp the customization of this industry outlet.
It is understood that in the "100 + Home New Brand Special Report" at Euro Home earlier this year, in addition to the rapid expansion of the old brand enterprises awakening naturally, cotton era and so on, we also found that some newly established enterprises with low popularity have entered the fast lane of development in the past two years, such as the unknown NOME. Professional furniture producers with integrated research, production and marketing are delighted. They all poke the pain points of consumers from the perspective of "improving the quality of life", but the fundamental reason is that their brand positioning, development strategy and the current domestic market demand have a high degree of agreement, and the combination of the two collides with a new growth point.
Generally speaking, apart from the early stage of Shangpin residence matching, which mainly used direct stores as the main development channel, Euro-style home, Sofia and Hollywood show outstanding performances, and the leading effect of furniture industry is more obvious. Therefore, only by means of the increasing popularity of the O2 O marketing model, can new brands have the opportunity to grow rapidly and occupy a place in the furniture industry. Taking Xizhuojia as an example, in addition to customization factors, there are currently three stores offline and one Taobao shop online. At the same time, a supply agreement has been reached with Jingdong and Pingduo. The monthly sales of Xizhuojia brand can reach 2000 pieces, of which online sales account for 83.7%. It can be seen that with the rapid development of e-commerce industry, new furniture brands should catch up with the customization trend while also grasping the Internet marketing outlet, and grow rapidly under the mode of O2 O.
At present, the trend of centralized development of furniture industry in China continues to improve, but the market is still very immature. According to the relevant research data of Guangzheng Hangsheng Securities, China's customized furniture will increase by more than 15% annually in the next three years to achieve nearly trillion yuan of revenue. Although CR3 is now as low as 6.10%, and multi-level brands will continue to develop together in the next 5-10 years, the leading effect still exists, with the survival of the fittest. Industry concentration will continue to increase slowly, leading enterprises are expected to benefit, but whether the growth of new brands exceeds expectations is still unknown.