Everything in the world is constantly changing, and the home furnishing industry is no exception. In 2021-2022, the whole home furnishing industry is facing great challenges, but enterprises have never stopped building brands, improving products, trying new tricks, chasing hot spots, embracing capital and other measures. To sum up, there are ten major industry changes. What are the changes in China's top ten home furnishing industries from 2021 to 2022? Wuhoubin, director of the home furnishing Business Department of Beijing business daily, made a public announcement at the 6th China home furnishing brand conference 2022.

Wu Houbin, Director of the Home Furnishing Division of Beijing Commercial Daily, released the top ten industry changes in China's home furnishing industry in 2021-2022

Change 1: "Whole house customization" has turned to "whole house customization"

In the past, if a furniture manufacturer did not put up a "customized" sign, it would be considered backward; in 2021-2022, if a whole-house customization company did not use the "whole house" banner, it would not only be backward, but would be contrary to the trend. One by one "customized packages for the whole house" compete among the whole-house customization companies, leaving consumers at a loss: a company has all the products in the house, and poured so much money into it at once, who can be trusted ?

The "whole custom" company's argument is to help consumers solve the problem of choice. It is a complete set, and the style and style are uniform. How wonderful! The logic behind it is that the cost of acquiring customers is increasing, and it is hard to get a customer. Especially those listed companies, they must sell more goods and make more money in order to cope with investors and shareholders.

Change 2: Listed companies from quality symbols to black list protagonists

The first impression of a listed company is strength and quality. Of course, product quality should be leveraged. In 2021-2022, one after another, the famous listed home furnishing companies have been on the quality black list one after another, which really subverted people's cognition. The company's Beixin Building Materials, lighting giants Sanxiong Aurora, etc. have all become the protagonists of the quality black list.

The most staggering thing is that these listed home furnishing companies that exposed substandard products have their own reasons, that is, no one is willing to stand up to admit a mistake, apologize, and take the opportunity to improve. Some companies are even frequent customers on the black list of quality time and time again, which is not surprising. As the company grows, it is easy to breed arrogance and take the health of the parents' clothing and food seriously. This may be the root cause of the listed home furnishing companies on the black list of quality.

Change 3: The real estate channel has been diluted and grown into a fragrant pastry

For many home furnishing companies that obtain large orders by supplying real estate developers, they are basically in trouble in 2021-2022. Due to the operating crisis of many well-known real estate companies, a large number of bad debts and bad debts have reduced the profits of supply companies, and some companies have to suspend their IPO preparations. Many home furnishing companies have been thinking about the pain and began to dilute the real estate channel and look for new growth points. Therefore, the seemingly inconspicuous group of foreman suddenly became a sweet pastry.

The foreman built a personal brand and installed a house to the satisfaction of the owner. The surrounding relatives and friends are willing to trust them, and he has a lot of orders in his hands. But after all, they are self-employed. Even if there are dozens of orders a year, it is not enough to bargain with mainstream home furnishing companies. Just realizing the huge business opportunities at hand for the foreman, mainstream brands such as OPPEIN and TATA specially opened large stores for them, supplying products at wholesale prices, and providing services from the brand, so that consumers get the best brand and quality. The foreman is regarded as a sweet pastry by mainstream brands, which means that the road guerrilla is being regularized, which is a major progress in the home furnishing industry.

Variation 4: Video from playing casually to planting grass artifact

If any brand is not doing some content on video platforms such as Douyin, Kuaishou, Xiaohongshu, etc., it must be out of date with this era. In 2021-2022, the home furnishing industry is also more actively embracing new things, many Brands are experimenting with small videos and live broadcasts. It's just that people used to just play and entertain themselves. Now they are starting to find some ways. Even if they can't sell much, they are spreading the brand and cultivating fans as an artifact for planting grass.

The characteristics of household consumption are high cost, long cycle, and strong experience. It is really difficult to sell a product simply by shooting a few videos. Occasionally, a few Internet celebrities emerge, and behind it is professional production and huge investment. The input-output ratio is very ugly. But if you don't do it, you will probably be thrown out of the street in the future, and you won't be able to catch up if you want to. Just like the selection of the East, at the beginning, only a few people went in to watch the excitement, and continued to do it. There were good products and good forms, and finally it became popular. It has become the consensus of many home furnishing companies to use video as a tool for brand communication, to continuously display their own brands and products in innovative ways, and to maintain this mentality of planting grass.

Change 5: "Metaverse" from a hype concept to a new attempt

The home furnishing industry likes to follow the trend and hype the concept. "Metaverse" is such a good concept. If you don't hype and hype, you will feel very uncomfortable. Therefore, many companies are playing the game, some sell houses, and some sell furniture. , There is still room to sell, but it is not a climate. From 2021 to 2022, Jin Chanzi, a hyper-realistic virtual digital person created by Gold Medal Kitchen Cabinet, will serve as the chief designer of Gen Z products in the R&D and design center, which is a brand-new attempt beyond conceptual hype.

It is said that this Jin Chanzi knows space aesthetics, is very fashionable, and is proficient in fitness, motorcycles, and golf. This is the lifestyle pursued by young people of the Z generation. Turning the concept of the Metaverse into a tool to serve enterprises, whether successful or not, is a manifestation of innovation, which is commendable.

Change 6: Weakening category boundaries and enhancing brand attributes

Under the background that "customization" has penetrated into various categories of home furnishing, can people really buy all products in one stop? In 2021-2022, the category boundaries of many companies are weakening. For example, those who make wooden doors, floors, and ceilings are all extending from the bank to "integration", and those who do customization are collectively referred to as "the whole family". custom made". However, when people buy products, they pay more attention to brand attributes. For example, when choosing a wooden door, they should first think of TATA and Mengtian. When choosing a floor, they should first think of Dekor and nature. When choosing a suspended ceiling, they should first think of AIA and Merkite. First of all, I think of Oppai, Sophia, and Shangpin Home Delivery.

There are specialties in the art industry, and the home furnishing industry is no exception. A company that makes wooden doors, has made doors for decades, is proficient in the category of doors, and suddenly makes wall panels and wardrobes, how can it be possible to be a company that made wall panels and wardrobes decades ago? Diversification other than the main business, if you can't buy it, you can only do it as an OEM. If you really want to open a factory and do it yourself, there are few successful precedents. Therefore, the eyes of ordinary people are sharp, and there are advantageous brands in each field. Enterprises want to blur the brand boundaries and sell all their things. Consumers are still willing to choose a brand in a certain category, and the brand attribute has become stronger. .

Change 7: Electrical appliances have changed from a supporting role in a store to a protagonist

It is a well-known fact in 2021-2022 that the sales of electrical appliances in hypermarkets such as Easyhome and Red Star Macalline are quite prosperous. In order to adapt to this change, Red Star Macalline has established important locations in major city stores including Beijing and Shanghai, and opened thousands of square meters of smart electrical appliances living halls, where the famous electrical appliance brands on the market are concentrated. come here. For a time, electrical appliances changed from a supporting role to a protagonist in the home store.

Selling electrical appliances in home stores seems to be a new choice of electrical appliance brands for channels. In the past, people used to decorate their homes and then configure home appliances. Nowadays, most home appliances are embedded in walls and cabinets. The brand and size must be selected in advance and integrated into the design plan together with furniture and building materials. The design-first home improvement model has "forced" home appliances into the home store, and it is not surprising that home appliances have become the protagonist.

Change 8: Frequent delisting and delisting has not stopped the IPO trend

In 2021-2022, there will be frequent incidents of home furnishing listed companies, some are delisted, some are delisted, and some are punished, but they have failed to prevent many companies from flocking to IPO. According to incomplete statistics, the home furnishing companies that are currently queuing for the meeting of the China Securities Regulatory Commission include Sineman Home Furnishing, Kefan Home Furnishing, Higold Group, Fun Sleep Technology, Marco Polo, Youwu Intelligence, Huilian Shares, Mag Home Furnishing, Royal Send home and other more than ten.

Listing and financing make the company stronger, and leaders and executives get rich overnight. This is the pursuit of many entrepreneurs! Although many companies may not be able to hand over eye-catching performance sheets, even if they go public, they may not obtain a high market value and strong financing capacity, and they are still making great strides towards IPO. It is difficult to say that it is not the lure of wealth brought by this pursuit. However, listed companies have become public, and the standardization of the home furnishing industry is a major upgrade.

Change nine: product development from closed-door drawing to solving pain points

There are two very interesting companies in the home furnishing industry. One is Fangtai, a hoodie and cooker, which has achieved an output value of hundreds of billions of dollars, but is not listed on the market; the other is the bathroom giant Jiumu, which publicly sells domestic products and has sales of over 10 billion. Listing action. In 2021-2022, the new products of these two companies are amazing: the cooking integration center, sink dishwasher, and refrigerating range hood launched by Fangtai, all of which satisfy people's yearning for a beautiful kitchen; Constant temperature flower wine, one-button control of top spray, hand shower and bottom water, as well as constant water temperature, it is really convenient and comfortable to use.

Fang Tai and Jiu Mu are just representatives of many innovative home furnishing brands. They are favored by consumers, and the most important reason is that they no longer draw pictures behind closed doors, but strive to understand consumers' pain points and solve these pain points through product changes. Developing products with the user's mind, rather than just imagining them out of thin air, will definitely become the mainstream.

Change 10: Auxiliary materials have never been paid attention to

The announcement of the results of a random inspection released by the Beijing Municipal Administration of Market Supervision brought home improvement accessories that people did not pay attention to before to the forefront. People noticed that the well-known international brands Saint-Gobain Weber, Sika and domestic brands Lu's in the auxiliary materials industry Chemical industry and BROAD Hongyu have all been on the black list of quality for various reasons. It is really doubtful: what kind of auxiliary materials can be trusted?

Home improvement accessories, including waterproofing, pipes, floor drains, wires, putty powder, beauty joints and other categories, are often used in concealed projects, which cannot be seen or touched. For example, if the waterproof product is of poor quality, you may soak several floors downstairs in a shower. From 2021 to 2022, a service platform called "Handheld Auxiliary Materials" has received investment from Easyhome. Through the optimization of brands and regional cooperation, trusted auxiliary material brands will be delivered to thousands of households. Subversive thing. Auxiliary materials are more worthy of attention than the main materials, so the concept should gradually gain popularity.

The theme of the 6th China Home Furnishing Brand Conference in 2022 is "The current big test, the brand is king", hosted by West Street Media, guided by the China Economic Media Association and the All-China Federation of Industry and Commerce Furniture and Decoration Chamber of Commerce, strategic cooperation by the Youju Research Institute, and undertaken by Creative Media. The official media of this conference is Beijing Business Daily, and there are also 11 cooperative media, among which the chief cooperative media is Tencent Home Furnishing Shell, the chief supporting media is Leju Finance, and the joint supporting media are Xinhuanet Home Furnishing, NetEase Home Furnishing, Phoenix Home Furnishing, Global Net Home Furnishing, China Net Home Furnishing, Beijing News, Boutique Shopping Guide, Chinese and foreign corporate culture and data magazines.