Count those "new opportunities" in the household industry in 2023"

In the past 2023, the home industry ushered in a new period of opportunity. Enterprises are pushing through the old and bringing forth the new, and new trends in the industry are emerging. Specific to various sub-sectors, the whole customization of customized homes has not decreased, and enterprises have started the whole customization differentiation development route. Soft furniture research and development online explosive products, drive sales growth, dig deep into the 2. third-tier city market; Sanitary ware takes intelligent products as its main focus, further develops intelligent categories and integrates with the whole house intelligently. The door and window market contains huge potential waiting to be tapped and is moving in an orderly direction.

Custom home: "price war" to promote operational upgrading

Since 2021, the popularity of customization in the multi-category integration mode has remained high. In 2023, the whole custom competition intensified, new strategies, new products, new packages and other actions emerge in endlessly. Previously in the whole custom layout of the enterprise, began to explore the whole custom differentiation development route.

Shangpin home delivery has released the "New Model Strategy of Customizing the Whole House at will", which allows consumers to choose products at will within a clear price range through "professional design, personalized customization and overall matching". Sofia upgraded the customized 3.0 plan of the whole family, taking the relationship between the family and the emerging lifestyle as the starting point for customization. Europa Home adjusted the original kitchen and bathroom, the whole family and the integrated large home marketing division to three marketing divisions divided by region, combined with many installation enterprises to fully launch the "thousands of cities and billions of dollars" integrated BC model to create wealth city partner strategy.

In addition to the stable one-stop matching consumption model, custom home also through the introduction of low-cost packages to stimulate terminal consumption. European Home Furnishing took the lead in starting the "price war" in the industry with a package of 699 yuan/m2(m); Later, Ou Platinum also launched the 599 yuan/m2 package to further lower the price. Then Sofia and Shangpin home delivery followed suit and introduced low-priced packages such as 688 yuan/m2 and 699 yuan/m2 respectively, while Siniemann introduced a limited-time special price of 899 yuan/m2.

Tang, a well-known strategic expert in the pan-home decoration industry, believes that the reasonable market price of customized home products should be lower than the price manually built by carpenters. If large-scale production cannot improve production efficiency, it is necessary to consider whether there are problems in the business model and hope that the price reduction can promote the change of the customized home operation model.

Upholstered Furniture: Differentiating Through Supply Chain Advantages

It is understood that at present, a number of soft furniture brands online channels began to derive explosive models. Research consumer demand, targeted development of explosive products, in order to drive sales growth.

In the 2023 "double 11" sales data released by Lam Home, the three explosive products in the store, namely, ecological leather bed, piano key sofa and all-solid wood bed, all sold more than 20000 pieces. The product development is based on the awareness of consumer attention, after design and development, dozens of polishing, and continuous adjustment after combining with consumer feedback. Home brand Mu Si cooperated with Simba, the head anchor of Fast Hand, to sell more than 200000 mattresses in 2 hours, with a cumulative payment of more than 1 billion yuan. Faced with the slowdown in growth brought about by the homogenization of products, Yueying Home believes that in order to comprehensively increase the sales of home retail stores, the only way to maintain the competitive advantage of products is to make "explosive products.

According to the report on the investigation and Analysis of the current situation and Development trend of China's Furniture Industry from 2024 to 2030 released by the Industry Research Network, with the continuous improvement of Chinese people's income and living standards and the rapid development of the interior decoration industry, people will continue to improve and strengthen the requirements for the style, grade and quality of furniture products and the attention to the living environment, living and working space conditions. The emerging markets of 2. third-tier cities in China are emerging, and surrounding customers have great consumption potential. It is a good time for software furniture brands to dig deep into 2. third-tier cities through online channels.

Bathroom: intelligent, healthy into the development of key words

With the development of science and technology and the further improvement of consumers' pursuit of a better life, the intelligent level of bathroom home is constantly improving, and the popularity of intelligent bathroom products is also getting higher and higher. The first to bear the brunt is the smart toilet. More and more families include the smart toilet as a necessary product for home decoration. The functionality and convenience of the smart toilet meet the consumption needs of young people at present. Most of the retail end comes from the renovation of old houses. At the same time, the proportion of smart toilet matching for new houses and hardcover houses is gradually increasing.

The reporter noticed that many brands such as Wrigley Home, Huida Sanitary Ware, Hengjie Sanitary Ware and Jiumu Sanitary Ware all proposed to "take intelligent products as the main starting point". On the one hand, they have developed more in-depth development of existing intelligent products, such as intelligent toilets with health monitoring function. On the other hand, expand the category of intelligent products, and develop intelligent bathroom cabinets, intelligent mirrors, intelligent shower rooms and other products.

According to industry analysis, the demand for smart bathroom in China's consumer market at this stage is mainly focused on smart toilets, smart showers, smart bathtubs and other products. With the introduction of new technology products such as smart faucets, smart bathroom mirrors and smart light control systems, the functions of smart bathroom products will continue to be improved, bringing more humanized and convenient experience to people pursuing high-quality life. Smart bathroom products will be deeply integrated with smart homes in the future, become an integral part of it.

Doors and windows: still standing on the rapid growth of the wind

With the development of science and technology and consumers' pursuit of quality of life, the door and window industry is ushering in unprecedented opportunities for change. At present, doors and windows are in the stage of "big industry, small enterprise. According to the calculation data of Huaxi Securities, the demand of domestic door and window market will exceed 300 billion in 2022, but there are only a handful of door and window enterprises with annual sales of more than 1 billion yuan, and the market contains great potential.

Chen Qinxian, vice president of the China Building Materials Circulation Association, analyzed that the door and window industry is still in a stage of development from disorder to order, and it is necessary to continue to focus on product development and brand building. Consumers' perception of door and window products is not clear, and prices are difficult to push up, so they cannot rely on price competition, but must strive for consumer recognition by improving the quality of products and services.

It is understood that Huangpai, Yihe, Xinhaoxuan, Paiya, Shengboro and other door and window brands are consciously building brand values, such as Yihe "high-end fully protected doors and windows", Huangpai "high-end soundproof doors and windows", Xinhaoxuan "focusing on the customization of high-end doors and windows in the whole house" and Paiya "focusing on" deep comfort ". Hu Zhenxian, chairman of the Supply Chain Committee of the Guangdong Door and Window Association, said that the current door and window industry is in a critical period of change and development. Design empowerment, digitization, intelligent manufacturing and low-carbon energy saving have become the new direction of the development of the door and window industry.