【 Building materials network 】Recently, Guangzhou Bureau of Industry and Information Technology drafted the "Three Year Action Plan of Guangzhou to Promote the Development of Mass Customization Industry and Build a" City of Customization "(2019-2021) (Draft for Comments), which lists several major goals and shows Guangzhou's ambition in the home furnishing industry.

It is estimated that by 2021, the output value of large-scale personalized customization industry will double, and the output value of customized home furnishing industry will reach 100 billion yuan, and five demonstration industrial clusters, 30 demonstration enterprises, and 20 famous brands will be cultivated.

At present, there are a large number of customized home furnishing enterprises headquartered in Guangzhou. There are about four listed enterprises, namely, Oupai, Sophia, Shangpin Homefurnishing and Hulak. They are not only the four customized King Kong in Guangzhou, but also the whole country.

It is estimated that the total market value of the four companies together is about 85 billion yuan, and the total revenue in the first half of 2019 is about 12.72 billion yuan. All the year round, it began to approach 30 billion yuan.

There are also many second tier players, such as Badesong, Rauca, Kanoa, Yishili, Shiniman, Yadan, etc. It is even said that nearly half of the national customized household enterprises are located in Guangzhou and its surrounding areas.

This statement is reasonable, especially among the well-known customized home furnishing enterprises, Guangzhou is a strong city with a large number of zui, and Guangzhou is also an early city.

Moreover, since this year, Guangzhou has started to work on industrial brands and geographical indication brands, which is the creation of the "customized city".

For example, in March, the voice of "Global Customization City" appeared in Guangzhou door A launching ceremony was held and led by the Association. Earlier, Guangzhou's proposal to build a "customized city" was listed as a key proposal by the CPPCC Guangzhou Municipal Committee.

In addition to incubating a group of very powerful enterprises, Guangzhou also took the lead in exhibitions, such as customized home furnishing exhibition, Guangzhou Construction Expo furniture Exhibition, etc.

In a province, several cities such as Shenzhen, Dongguan, Guangzhou and Foshan can hold furniture exhibitions. In recent years, they will arrange special venues for customized furniture.

Even another influential Mage, which started in Chongqing, has opened a separate company in Guangzhou, which shows the attraction of Guangzhou on this stage.

Until this time, the government department has put forward a formal action plan. The decisive action can be called vigorous implementation. The comprehensive goal of 100 billion output value, 30 demonstration enterprises and 20 well-known brands can at least inject another shot of strength into the industry.

With a special action plan, there will be follow-up supporting promotion policies, in addition to Faucet Enterprises benefit from this, and some second tier brands in the region will also gain a lot, so they can take this opportunity to get into the first tier.

Another advantage of seeking the city's industrial status as a "customized city" is that once this city's brand reputation is established, consumers will feel that buying customized furniture and recognizing the brand of Guangzhou will form a preconceived impression, and the siphon effect will naturally take shape. Those who make customized products all over the country may go to Guangzhou to get a second headquarters.

Just like the effect of Foshan now, do ceramics We always want to open a company in Foshan, because consumers recognize Guangdong brick and Foshan brick.

If this scale and brand effect are realized, it means that Guangzhou may account for nearly half of the customized furniture market nationwide, and some companies may also enter the capital market. At the same time, it also means that Guangdong has won another trump card in the industry after Foshan's ceramic brand.

It's worth learning! In recent years, there is a public opinion that Guangzhou is on the decline, while Shenzhen and Foshan are on the rise. At least in the home furnishing industry, Guangzhou is overtaking, and has the potential to become a headquarters base in the customization field.

At present, Guangzhou has taken action in the brand building of the "City of Customization", other No obvious measures have been taken in home related production areas. In recent years, there have been many customization enterprises in Chengdu furniture production area, but the strength of leading brands is insufficient, and there is a lack of leading experts.

Longjiang in Shunde, Foshan, Houjie in Dongguan, Xianghe in Shenzhen, Hebei, Nankang in Jiangxi, and Likou in Suzhou are all famous furniture centers. Surprisingly, there are not many customization enterprises in these production areas.

Longjiang Furniture is also an old brand cluster base, with a history of production and trade. However, even if it is placed in Foshan, there are not many custom home brands with certain influence, just Wrigley, Kefan, Hanli, etc. Wrigley mainly performs well in the bathroom sector. In fact cupboard wardrobe Every aspect is average.

Chengdu is also a better place to go Chess After all, the furniture industry has a solid foundation. The development of old furniture enterprises, such as Quanyou, Pearl, Imperial, Nanfang, and Shuanghu, is still good. There have also been customized home brands, such as Yilian, Rhineiger, Xinyue, Beite, Debei, Diam, and Yiyou. The potential is very great, but the development is too stable, and some external impetus is needed.

Under the condition that Guangzhou is far ahead and the pattern is relatively stable, it is very unlikely to challenge the leading position of customization.

However, some enterprises in Chengdu are transforming and betting on moving in with bags, shopping in scenes at the retail end, one-stop shopping, and combining with hardbound houses, such as Yadu, Pearl, Imperial Standard, etc. Maybe this is a new way, such as moving in with bags in the city.

Interestingly, among the top ten listed customized home furnishing enterprises, except for the four in Guangzhou, others are scattered everywhere. For example, Zhibang is from Hefei, Anhui Province, and there is also a new three board listed company, Kelafu, which is also from Hefei.

Although Hefei's furniture industry was less famous in the early years, its current momentum is not weak, especially led by Zhibang, Kelafu, Yigao, and assisted by Zhongzhixin in Lu'an, Anhui.

My happy home is in Nanjing, and the furniture industry in Nanjing is not as strong as that in Suzhou, for example, there is also a Likou in Suzhou; Even Zhongshan has two listed customization enterprises, one is Dinggu, the other is Piano.

From the current trend, Nanjing and Zhongshan do not regard furniture as a barrier key Direction: After all, Zhongshan has a strong lighting industry, and its advantage in competing with Guangzhou furniture is not enough.

Another phenomenon is that Mahogany furniture The famous Zhejiang Dongyang is currently trying to show some performance in Chinese style customization, and some companies have launched corresponding full house customization schemes.