The home industry has entered a new stage, and the integrated home consumption of multi category integration has become a hot topic for customers
In the new consumption era of the home industry, the integrated solution of integrated design, one-stop purchase, package completion and finally multi category integration is the general trend. With the cyclical fluctuation of real estate data, the growth mode of the home industry mainly driven by real estate has ended and entered a new growth era driven by user demand. Industry consumer groups and consumption ideas have changed. Companies with flexible transformation according to consumer side changes are expected to seize the opportunities of the home industry in the new era. Under the cyclical fluctuation of real estate data, it is recommended that retail take the lead in the layout of Oppein Home Group Inc(603833) , Suofeiya Home Collection Co.Ltd(002572) , Jason Furniture (Hangzhou) Co.Ltd(603816) and Xlinmen Furniture Co.Ltd(603008) with the rapid expansion of offline stores.
“Whole family customization” has become an industry trend, and the integration of supply chain and dealers has built an industry moat
“Whole house customization” is a transitional mode between “whole house customization” and “whole house decoration”. In order to adapt to the one-stop and integrated consumption trend, product upgrading is the embodiment of the industry’s advanced production and sales model. It has high requirements for the supply chain and distribution system, and further deepens the industry barriers. Leading household enterprises have released 29800 yuan customized package, which is the definition of industry boundary, which means that if the whole customized product exceeds 29800 yuan, it will lose its advantages. Leading companies integrate 60000-70000 price products on the market at a lower price, which is the embodiment of excellent R & D, design, production, sales, logistics and delivery capacity, and has become the moat of the customization industry.
“Whole family customization” multi categories share store costs and improve customer unit value, which is easier to promote to dealers
“Whole customization” products are presented in three-dimensional space, breaking the boundary between customization and software, and laying the “big home” industry ecology of category integration in the future. Category integration has become an important driving force for future home head companies. The whole house customization has exceeded the limit of “kitchen and clothing wood” and expanded to the guest restaurant, bedroom and balcony. “Whole family customization” is more popular with dealers because it adapts to the consumption trend of “one-stop purchase and integrated service”, apportions store costs and improves customer unit price by multiple categories, and is expected to increase the delivery amount of distribution stores in the future.
Leading companies have added “whole customization”, and breaking the boundary of customized software is more conducive to the expansion of head share
Suofeiya Home Collection Co.Ltd(002572) : the definition of whole house customization is “whole house customization + basic decoration = Full Decoration“, which is a transition between “whole house customization” and “full decoration”. Put forward three cores of the whole Customization: complete category, excellent environment and professional enough, that is, a supply chain with complete categories, high-quality category links and professional product technical services. Under this framework, Suofeiya Home Collection Co.Ltd(002572) proposes 7 categories, 8 spaces, 10 matching standards customized by the whole family, 6 true standards customized by the whole family, and 6 pain points to be solved in the future, so as to carry out five-dimensional innovation. Oppein Home Group Inc(603833) : it took the lead in proposing and trying the whole customization mode, and has formed a preliminary and complete system. It is proposed that the core of the whole customization is “three high”, namely Gao Yan, Gao Yan and Gao Yan. Jason Furniture (Hangzhou) Co.Ltd(603816) : continue to promote the integration of software and customized products by launching the whole house customized package. The further integration of software and customized systems is expected to bring more new growth points in the future. Jason Furniture (Hangzhou) Co.Ltd(603816) define four stages of customization and software integration: (1) customized dealers make software products; (2) software dealers start customization; (3) system integration; (4) complete integration of software and customization. At present Jason Furniture (Hangzhou) Co.Ltd(603816) It is in the stage of system integration. With the company’s continuous R & D investment, the software and customized design system and delivery system are gradually unified, the whole house customization package is launched, and the customization standardization is gradually promoted. It is expected to further upgrade customization and software integration in the future.
Risk tip: the price of raw materials is rising, the epidemic situation is repeated, and the competition for bulk business is fierce.
