Recommended target of light industry this week
Key recommendations of light industry: be optimistic about the leading of household sector, electronic cigarette leading and packaging leading. Recommended combination of home furnishing sector: home furnishing leaders Oppein Home Group Inc(603833) , Suofeiya Home Collection Co.Ltd(002572) , Jason Furniture (Hangzhou) Co.Ltd(603816) , software leader Minhua holdings, and Xlinmen Furniture Co.Ltd(603008) with rapid expansion of offline stores, which make retail efforts and take the lead in the layout of “whole family customization”. Recommended target of e-cigarette: smore international. Recommended object of packaging plate: Shenzhen Yuto Packaging Technology Co.Ltd(002831) .
Home leaders release customized packages for the whole family, and the next-stop solution for consumption upgrading has become the general trend
On December 19, Suofeiya Home Collection Co.Ltd(002572) held the press conference of “brand renewal and whole family customization strategy”, and officially launched the overall whole family customization solution of “7 categories and 8 spaces”. Previously, European style wardrobe launched the global customized standard 1.0 with “high Yan, high research and high strictness” as the core; Jason Furniture (Hangzhou) Co.Ltd(603816) launched the “29800 self-made package”, focusing on “one stop with all the furniture in the house and live with your bag”.
Comments: with the real estate downturn, intergenerational consumption evolution and consumption upgrading, the home industry has entered a new era from real estate driven growth to user demand driven growth. The whole customization can provide consumers with one-stop home solutions. At the same time, there are high industry barriers between customization and decoration, which has become the development trend of the industry. From the operational point of view, the whole customization covers many categories such as cabinets, wooden doors, background walls and home accessories, which puts forward higher requirements for the enterprise’s appearance design ability, category integration ability and service delivery ability, and needs the support of the overall system. From the products released in the market, at present Oppein Home Group Inc(603833) and Jason Furniture (Hangzhou) Co.Ltd(603816) have released “Gaoyan whole family package” and “all self-made bag package” with a price of 29800 yuan respectively, including products with a price of 60000-70000 on the market. The cost-effective products launched by leading brands have formed a certain suppression on the gross profit rate of the whole customization market. With strong resource integration advantages, leading brands are expected to seize the market share of the whole customization in advance and improve their performance.
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.
