Perspective on the three golden industries of China's home building materials and home decoration world: whole house customization, system doors and windows, and software home

Views:1226 Author:Site Editor Publish Time:2021-10-26 11:40:43 Orgin:Site

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With the improvement of consumption level and the upgrading of consumption concept, on the one hand, China's real estate market has moved from the incremental era to the stock era. As the upstream industry of home building materials and home decoration market, the upgrading and change of real estate has a profound impact on the development of home building materials industry. On the other hand, the market scale of commercial housing and hardbound housing has been expanding, which has promoted the rapid development of whole house customization, system doors and windows, software home industry, etc., so as to promote the continuous reform of the whole home market. Next, we will interpret the three gold industries in China's home building materials and home decoration industry: whole house customization, system doors and windows, and software home.

01 analysis of development process

History of whole house customization

It can be said that the "custom style" of China's large home furnishing industry originated in 2000. With the deepening of China's urbanization process, the vigorous advocacy of relevant national departments, the development of the real estate market and the gradual emergence of the decoration boom in society, consumers' requirements for home have been continuously raised, and their requirements for furniture design, spatial layout, functionality Practical and personalized needs are also gradually improving. In order to meet the needs of society and consumers, the home market began to change its strategy and layout new markets. At the beginning, although the development was slow, it still set off a wave in the market. After aiming at the development trend of industry business opportunities and social market, many home furnishing enterprises also began to enter the customization industry.

With the gradual maturity of the customization market and the improvement of the production technology of household enterprises, the original single product customization fields such as "customized cabinet" and "customized Wardrobe" have developed into whole house customization fields such as "overall cabinet", "overall wardrobe" and "overall bookcase", and expanded from single product customized furniture to restaurant, living room, bedroom, study Furniture Customization of the whole room such as kitchen.

In 2008, the concepts of "customized furniture" and "whole house customized furniture" were put forward one after another. In the following years, the customized furniture industry has developed rapidly, and has successively ushered in a number of well-known customized furniture brands, such as European style home furnishings, Shangpin home furnishings, Sofia, haolaike and so on. In 2015, initiated by the furniture decoration chamber of Commerce of all China Federation of industry and commerce, the industry standard of whole house customized home products was issued, which was jointly drafted by Sofia home, Guangzhou Europa integrated home, canoya, Germany China Feimei furniture, Guangdong dinggu Jichuang furniture and other home brands. Since then, the customized furniture industry has moved towards a period of prosperity and development, It also marks a more comprehensive development trend of the customization industry and promotes the development of the whole house customization industry.

History of system development

Since the 1980s, China's modern architectural doors and windows began to appear. Compared with the current doors and windows, they have poor performance and slow technology upgrading, but they have always occupied the dominant position in China's home market. At the same time, Europe has developed high-performance system doors and windows, whose energy-saving performance, safety performance and comfort are far higher than ordinary doors and windows.

In the late 1980s, China's system doors and windows were also slowly starting. Until the late 1990s, European system doors and windows entered the Chinese market, and China's door and window industry also ushered in greater upgrading. From the initial imitation of European and American doors and windows to the later independent research and development, from steel doors and windows, aluminum doors and windows, plastic doors and windows, heat insulation broken bridge doors and windows to the upgrading and innovation of system doors and windows. With the superb skills of Chinese people and the advanced production technology in Europe, the system door and window industry has made a qualitative leap.

Since entering the 21st century, with the improvement of national economic level, the development of real estate and the increasing maturity of enterprise door and window technology, consumers also have new requirements for quality of life. China's door and window industry has officially embarked on a period of rapid development. In recent years, the popularization of hardbound houses has ushered in a new era of old windows, and systematic doors and windows have also become the leading force in the door and window industry.

History of software home

In the 23rd year of Daoguang (1843), after Shanghai opened its port, some Western soft furniture such as sofas, upholstered seats and spring mattresses began to be popular at Shanghai's port. Since 1871, Shanghai began to establish furniture factories to produce Western high-grade furniture, including sofas and soft chairs. During the period of the Republic of China, a number of home furnishing enterprises had been established in Shanghai, and Western furniture such as sofa had been produced and distributed in Nanjing. In 1932, American businessmen shipped a full set of advanced soft mattress production equipment and materials from the United States and set up "Simmons" mattress company in Shanghai to produce spring mattresses, which is also the earliest mattress brand in China. In 1936, Zhang Xiaoxing, a Chinese employee of "Simmons" mattress company, set up an "Amiens" machine mattress factory, which became an earlier national brand mattress in China.

After entering the 20th century, soft furniture has been further developed, and a number of sofa production professionals and self-employed households have emerged in the society. From 1920s to 1930s, there were more than 100 professional sofa manufacturers in Shanghai. On the eve of the founding of new China, there were more than 200 sofa manufacturers in Shanghai. The categories of sofas were more diversified and the distribution scope was more extensive.

After the reform and opening up, first of all, there has been a sofa boom in the Pearl River Delta, especially in Shunde, Dongguan and other places, which has gathered people with superb folk skills and become the main force of sofa manufacturing, and its sofa manufacturing industry is also more vigorous. In the following years, the layout of soft furniture enterprises began to gradually move towards the whole country, creating a new situation in the home industry market.

02 market pattern analysis

Whole house customization

According to the in-depth research and Investment Strategy Research Report of China's whole house customization industry from 2021 to 2025, in recent years, some furniture enterprises in the customized home market have carried out online communication through free websites and combined with offline chain store sales, which provides a good foundation for expanding the sales market. The scale of China's whole house customization market was about 150 billion yuan in 2018 and 90 billion yuan in the first half of 2019. The market growth rate in recent years has been maintained at about 20%.

From the market situation in recent years, most customized home enterprises have launched large home strategy and decoration strategy to constantly explore new home blue ocean market. Nevertheless, the wardrobe business is still the main revenue source of listed enterprises. Consumers choose customized cabinets, accounting for 73.46% and 56.55%. The latter, such as dresser, partition cabinet, desk, bed, side cabinet and shoe cabinet, have generated certain user customization needs, which is also the direction of business layout of customized home enterprises. At present, the leading enterprises in the whole house customization industry still focus on the main materials such as cabinets, wardrobe and wooden doors, trying to drive the development of other industries with the development of main materials.

System doors and windows

In recent years, China's home building materials market has gradually entered the era of stock housing, and the construction real estate industry is also developing rapidly. The door and window industry is developing gradually with the general trend of society. As an important part of architecture, the market capacity of doors and windows is extremely huge. At present, the number of domestic door and window enterprises is as high as more than 20000, mainly concentrated in South China, with Guangfo region as the main industrial cluster. With the rapid development of the market, people's living standards continue to improve, and people have higher requirements for the quality and performance of doors and windows. Some traditional building doors and windows also have problems such as air leakage, rain leakage and poor thermal insulation. Under this background, system doors and windows came into being.

According to statistics, China's door and window industry has a market scale of nearly 400 billion to 500 billion, of which the application volume of system doors and windows accounts for only about 1% of the total market volume of doors and windows, while in developed countries, the application volume of system doors and windows accounts for more than 70% of the total market volume of doors and windows. In contrast, the market space of system doors and windows in China is very large. (source: Home micro observation)

Software home

After hundreds of years of development, China's software home industry has gained a firm foothold in the whole home industry and is at the forefront of the home industry. The scale of China's software home furnishing industry has gradually increased in recent years, and its increment far exceeds the average level of the industry. In 2020, the overall scale has exceeded 189 billion, and cagr5 has reached 6.6%. At present, the industry as a whole is still relatively scattered, and the CR3 of sofa and mattress industries are about 17.3% and 16.1% respectively. With the gradual transformation of the demand driven by the decoration of new houses into relying on the volume increase driven by the renewal of second-hand houses and the improvement of penetration, combined with the price increase driven by consumption upgrading, it is estimated that the scale of the software home industry is expected to exceed 270 billion in 2025, with cagr5 of 9.7%. The scale of the industry will gradually increase and the development space will gradually increase. (source: Guojin securities)

03 industrial structure analysis

Whole house customization

Whole house customization is a home customization solution integrating home design, customization, installation and service. Whole house customization is a consumer exclusive home designed by home enterprises on the basis of mass production and according to the requirements of consumers. The concept of whole house customization is independence, unity, upgrading and individuality.

Three reasons why whole house customization will become the mainstream of furniture in the future: first, it is in line with the life pursuit of modern people. The customization of the whole house has outstanding personality, pays attention to in-depth communication with consumers in the design process, and can fully combine consumers' living habits and aesthetic standards. 2、 Simplify the decoration process. The integrated design eliminates the need for consumers to run around and piece together. It can not only enjoy the integrity, but also save a lot of time. 3、 Raise environmental protection to a new level. Whether in terms of material selection or production process, whole house customization has promoted environmental protection to a supreme position.

Advantages of whole house Customization:

1、 It can meet different individual needs: people-oriented and customized for consumers.

2、 Reduce inventory backlog: order production according to consumer demand, almost no inventory, and accelerate capital turnover.

3、 Reduce marketing costs: manufacturers face consumers directly and reduce sales links and various expenses.

4、 It is conducive to accelerating product development: designers communicate face-to-face with consumers to develop products required by consumers.

System doors and windows

The system door and window is a perfect organic combination of performance system. It collects a series of important functions such as water tightness, air tightness, wind pressure resistance, mechanical strength, heat insulation, sound insulation, anti-theft, sunshade, weather resistance and operation feel. It is necessary to consider the comprehensive results of the performance of various links such as equipment, profiles, accessories, glass, adhesive and sealing, and finally form a high-performance system door and window.

Compared with the traditional doors and windows, the system doors and windows not only ensure high quality and high performance, but also reduce the cost. It has the following main properties: 1. Air tightness, also known as tightness. It can be insulated in winter and fearless in stormy weather; 2. Watertightness is the ability of doors and windows to resist rainwater, which can effectively prevent the invasion of external rainwater when closed; 3. Heat insulation, in hot summer, it can block the heat outside and ensure the stability of indoor temperature; 4. Sound insulation, weaken the external sound, reduce the incoming noise, and create a comfortable and quiet home space; 5. Safety, whether in material selection and design, or in property and personal safety, the system doors and windows pay great attention to the design of safety performance.

Advantages of system doors and windows: 1. Protect the health of residents by creating a healthy and comfortable environment; 2. Protect the building structure and decoration structure from the damage of condensate or rainwater naturally occurring in the air; 3. Reduce energy consumption of heating and air conditioning; 4. Reduce maintenance and operating costs.

Software home

Soft furniture mainly refers to the furniture with sponge and fabric as the main body. Soft furniture occupies an increasing share in the market because of its advantages such as comfort, beauty, environmental protection and durability, and has gradually become a consumption trend. Soft furniture mainly includes cloth furniture and leather furniture. Today, when people pay more and more attention to the quality of life, soft furniture shows its unique charm because of its elegant color and simple lines. It is reported that the replacement rate of soft furniture is generally about 7 years, which is longer than that of ordinary furniture.

Soft furniture is based on wooden materials, metal and other frames, using springs, bandages, foam, etc. as load-bearing materials, the surface of skin, cloth, chemical fiber fabric coated furniture made. It is characterized by soft materials, including two categories: 1. Leather or leather cloth combined soft furniture: such as full leather, half leather, thick leather, leather cloth combined sofa, mattress, soft bed, etc. 2. Cloth soft furniture: such as cloth sofa, bed, etc.

Introduction to main categories and functions:

Type of soft bed: cloth bed, with its soft touch, warm atmosphere and colorful colors, can especially create a unique and warm atmosphere for people's living room, so that people can experience the feeling of home when they are in it, so it is widely respected. The external wrapped bed is mainly made of cloth, most of which can be disassembled and washed, and a few of which are inconvenient to fix and cannot be disassembled and washed. Leather art bed mainly refers to the soft bed made of genuine leather or environment-friendly leather at the head of the bed in direct contact with the human body. It mostly adopts European style, classical style and other elegant styles. The soft bed combined with leather cloth organically combines cloth art and leather art to decorate the head of the bed and the surface of the bed, which is very fashionable and modern.

Sofa type: American sofa, the biggest charm is very soft and comfortable, which makes people feel like being gently hugged. At present, many sofas have been made of frames and sponges with different hardness, while American sofa seats still use the design of spring and sponge, which makes the sofa very strong and durable. The biggest feature of Japanese sofa is its fence like small armrest and short design. It advocates natural and simple home style. It is small and reveals a rigorous attitude towards life. It is suitable for both office and home. The Chinese style sofa is characterized in that the whole exposed solid wood frame and the sponge cushion on it can be replaced as needed, which is flexible, convenient and practical. European sofa, rich in modern style, most European sofas have elegant colors and simple lines. The sofa has a wide range of applications and can be placed in rooms of various styles.

04 overall trend from mainstream Enterprises

At present, there are 9 listed enterprises in the whole house customization industry, including oupai, Sofia, Shangpin home distribution, Zhibang home, hospitality, gold medal kitchen cabinet, piano, i-le home and dinggu. The three giants in the whole house customization Market: europay, Sofia and Shangpin homestead. Europay has always been at the forefront of the industry with high-end, high appearance and high quality, and its brand image is deeply rooted in the hearts of the people; Sofia upgraded from "customized Wardrobe" to "cabinet expert", making rapid progress all the way and ranking among the bridgeheads of the industry; Shangpin home furnishing has been carrying the gene of science and technology since birth, from whole house customization to decoration, and has always enabled home decoration with technology. Under the guidance of mainstream brands, other enterprises in the whole house customization market have also accelerated their pace, resulting in the whole house customization industry moving smoothly on the fast lane of the home building materials industry.