【 Building materials network 】From offline physical stores to online e-commerce across bureaus, to the large household layout of new household retail and one-stop service that has been mentioned frequently in the past two years, these are all countermeasures taken by the household industry to seize the top traffic according to market demand. In terms of the direction that the home furnishing industry is eager to tackle, the custom home furnishing industry is undoubtedly expected.

2017 is the peak period in the history of full house customization, with many finished products furniture And building materials brands began to transform or independently set up sub brands to enter the custom home furnishing industry. Even when the general environment is depressed, enterprises in various fields, such as Red Star Macalline and Baby Rabbit, continue to increase their customized home furnishing.

However, influenced by the external environment of the whole big home and the enterprise's own supply chain, the growth of customized home is also slowing down. According to the financial report data of the first half of 2019, the average growth rate of nine listed customized home furnishing enterprises was 12.47%, which was significantly lower than the average growth rate of about 20% and 30% in 2017 and 2018. Under such circumstances, a number of platforms enabling the home furnishing industry have also emerged. With the help of Sanwei Home's senior industry experience and information technology, the beloved smart home is one of the emerging stars.

Why is customized furniture so popular as a place of war?

Words alone may be difficult to express the popularity and data of customized home zui Can speak. At the 2019 Guangzhou Construction Expo, known as the display platform for big home solutions, custom theme exhibition areas accounted for a quarter of the exhibition halls with a total area of 420000 square meters, which continued to expand on the basis of last year. This also reveals that even in the overall transformation period of the household industry, the customization theme is still on the rise. So what is the reason why the industry "dotes" on customized home furnishing?

To answer this question, you need to start from the camp pin The essence of. Marketing is a strategy formulated and adjusted according to the requirements of the market and consumers. Driven by consumption waves, consumer demand is also undergoing earth shaking changes. They hope that the style, color and design of furniture can reflect their personal preferences. The style matching and presentation effect of the overall home space will be your ideal appearance, that is, personalization. Not only that, in the fast-paced modern life, one-stop purchase of all furniture is a common demand of consumers, and the traditional home decoration model is obviously difficult to meet the requirements of consumers.

Another essence of marketing is to increase sales, which is also the starting point for all walks of life to think about. For the home furnishing industry, selling furniture can only be a single product, while the whole house customization is from a single product to an overall solution. In the past, customers may only buy a sofa when they enter the store, but now they buy design and service when they buy all kinds of furniture in the whole house. It not only increases the customer price, but also increases the added value. If sales can increase, enterprises will naturally be happy to do so.

Another point after Zui is the potential of whole house customization. After seeing the rapid growth rate of 20% - 30%, and even in 2017, the net profit growth rate of individual customized home furnishing enterprises was close to 40%, all walks of life seemed to see a big cake, and they all wanted to participate in the market cup Soup.

From the perspective of consumer demand and enterprise development demand, full house customization is the future direction, and it is also a win-win situation for brands and consumers. In addition, according to the data of China Business Intelligence Network, the scale of China's customized furniture industry will exceed 280 billion yuan in 2019. Therefore, it is not difficult to understand the "love" of household enterprises for customization.

Looking at the dilemma of the entire household industry from the decline of customized household growth

Although the prospect is promising, there is no dispute about the fact that the growth rate of the customized home furnishing industry is declining. In fact, as a part of the entire industry, looking down from a higher perspective, it is the bottleneck of the development of the entire household industry. Under the change of consumer demand, the drawbacks of the traditional model of the furniture industry are highlighted and constantly amplified. Whoever can finish the reform first will be able to overtake at the curve. If you want to change the situation, you must first find the crux.

·The traditional production mode is backward, and the modularization and customization capabilities are insufficient

From the content of consumers' complaints, the hot customization market has also become a disaster area for complaints, with problems such as poor delivery capacity, wrong goods and poor quality. On the one hand, designers door The design front end of the store is separated from the production rear end of the factory, and there is no unified standard for specifications and dimensions; On the other hand, the flexible production capacity is insufficient, and the concept and level of customized and large-scale production are lacking, which leads to the contradiction between large-scale, personalized and quality.

·Supply chain fault hinders the development of packaging and customization

Manufacturing industry is not an individual, but a complete closed loop formed by upstream and downstream supply chains. Especially for customized home furnishing and full decoration enterprises, the supply and quality of upstream materials are directly related to the development and survival of enterprises. At present, the ability of information circulation among enterprises is insufficient, and it is often difficult to find suitable long-term suppliers, which is also mainly reflected in small and medium-sized enterprises and newly established enterprises. The asymmetry of information between the top and bottom is hindering the scale growth and upgrading transformation of the industry.

·Fragmentation of traffic, difficulty in getting customers upgraded

At present, the purpose of marketing is to seize traffic. With more diversified channels and consumption scenarios for consumers to obtain information. The offline store traffic is decreasing, the difficulty of obtaining customers is increasing, and the online store traffic is not as popular as before, and the traffic fragmentation is increasingly prominent. To this end, the means of settling in various online platforms, promotional activities, cross-border activities and so on have been exhausted, but still with little effect.

There are various reasons for the plight of the household industry. From the macro level, it is mainly the low production mode, supply chain fault and increasing difficulty in customer acquisition. A self rescue action of China's home furnishing industry is imminent.

From pain point solution to service system layout, Zhijia Zhijia tries its best to open up the industrial chain

Adhering to the sincere heart of promoting the upgrading and transformation of customization and packaging industries, and enabling the industry, Zhijia Zhijia was founded in 2018 by a group of talents with more than 10 years of experience in the industry. As a rising star, Zhijia Zhijia has accumulated the technical advantages and industry service experience of Sanwei Home. Starting from the weak front and rear integration, supply chain building, marketing tools and other pain points in the industry, it has established a series of service matrices for packaging enterprises, including Zhili Packaging, Zhizao Cloud, and Zhibao in less than two years. In a real sense, unblock all links of the industry, and connect the scattered home furnishing industry as a whole.

Of course, in terms of front-end services, some design software service enterprises have explored earlier, and have made certain achievements in 3D cloud rendering, VR, etc. However, in the home furnishing industry with strong manufacturing attributes, the "crux" of the industry is actually not the front end, but the production back end. This is particularly evident in the demand for personalized and large-scale customization.

Zhijia Zhijia focuses on the overall situation and adopts the foresight logic of integrating front and rear ends. On the one hand, the installation enterprises can register members in the supply chain mall of Zhijia Zhijia, take goods at the factory supply price, and the brand factories can also join the mall to supply goods, seamlessly linking the installation enterprises and factories, solving the problem of enterprise scale centralized purchase. On the other hand, Zhijia Zhijia has also built a system service platform to help the store and case display of the installation enterprise in the front end, and the back end has the function of automatic order splitting and delivery. Utilize rich industry experience to realize the front and rear * * operation, so that enterprises can complete the upgrading of standardized and modular production ahead of the industry.

Li Baosheng, founder of Sanwei Home and CEO of Zhijia Zhijia

In addition, customized enterprises serve consumers in the form of household solutions, which lengthens the long supply chain. The head enterprises can build their own supply chain system with abundant funds, but it is particularly difficult for most small and medium-sized enterprises. In order to break the supply chain, enterprises such as zebra warehouses have also carried out layout, but most of them still stay on the supply of main materials, and there are many products piled up, without a substantial supply chain awareness.

Using this as a reference, Zhijia Zhijia has innovated on the basis of the pioneers, not only improving the breadth of the supply chain, but also extending to soft and hard decoration, such as sofas, tables and chairs, and decorations. All the supporting facilities that the installation enterprises want can be found here, so as to truly realize the one-stop purchase demand and complete the large-scale purchase well and quickly; It has also risen to the level of product cocoon breaking to overall solution solution, and has directly addressed the deep needs of users, so that the packaging enterprises can understand consumers better and improve consumer satisfaction.

In the past two years, online and offline marketing tools, such as promotion lottery, group purchase, and APP mall, have gradually lost their ability to attract customers. The main reason is that, with the continuous saturation of product supply, the display of a single commodity can no longer attract consumers, and marketing needs to make the experience more three-dimensional.

Zhijia Zhijia subverts the past marketing forms, and increases the experience brought by the scene and the presentation of the whole house scheme through the 3D cloud design technology combining the advantages of Sanwei Home, so as to build a complete chain from the preference of the overall scene to the purchase of products. Compared with the traditional single product sales, this is undoubtedly more able to impress consumers and increase the output value of per customer price, which is a major marketing tool for enterprises to win the terminal.

As a customized and packaged supply chain platform, Zhijia Zhijia has solved the pain points for the industry at a new height, built a complete service system from front-end design and sales, to back-end production, to supply and installation, and also provided one-stop supply chain solutions for enterprises, enabling the home furnishing industry in an all-round way.

As a rising high-tech enterprise, Zhijia Zhijia's success is not only a leader in technology, but also a reflection of deep understanding of the industry. Looking at the home empowerment created by its products, we have reason to believe that it will be a strong pillar of customization and decoration enterprises, and will also play a greater potential value.