Customized home and home improvement companies, each with its own emphasis and needs, have far more advantages than disadvantages.

Home improvement companies and custom homes are now more and more related. Zhuang Jie has two listed companies: Dongyi Risheng and Mingdiao; There are 9 listed companies for customized home furnishing: Oupai Home Furnishing, Sophia, Shangpin home delivery, Zhibang Home Furnishing, Haolaike, Golden Cupboard, Wole Home Furnishing, Dinggu Jichuang and Piano.

The industry concentration of customized home is significantly higher than that of home improvement industry. In 20 18, the customized home market scale was about 250 billion (terminals), and the market share of European in the customized industry was about 8%, and the market share in the furniture industry was 2.22% (based on the 900 billion retail sales of the furniture industry). The industry concentration of home improvement industry is very low, and the market share of head-mounted enterprises in home improvement industry is far less than 1%. The concentration of the two industries is very different.

For more than 20 years.

Why does custom home run faster than home improvement?

According to the analysis of home improvement afternoon tea, customized home furnishing enterprises have obvious advantages over home improvement companies in design and development, standardized production, informationization and channel system. In addition, their manufacturing attributes are clear, they attach importance to asset investment, and their comprehensive strength is stronger than that of home improvement companies. In terms of increasing replication capacity, customized home is more efficient than home improvement companies in terms of production, channels and delivery, which is also the reason why customized home enterprises grow faster.

Take Europe as an example. By the end of June, 20 19, the number of shops distributed: 2,330 cabinets, 2,240 wardrobes, 589 bathrooms, 877 wooden doors, 982 Oprah Winfrey, and 2 fully renovated homes, totaling 7,228 shops. The number of stores has amazed the head enterprises of home improvement companies. Developing agents and distributors is a magic weapon for customized home furnishing enterprises, and its growth ceiling is much higher than that of home improvement.

From the category point of view, customized home originally belongs to furniture category, and the penetration and extrusion of finished furniture market is also an opportunity for its growth; At the same time, the concepts of whole house customization, whole house customization, and carrying bags have opened the ideological bottleneck of customized home enterprises and began to penetrate into more categories. In the first half of 20 19, according to the terminal caliber, the unit price of Shangpin ZJS was 23,657 yuan, Sophia 2 1852 yuan and Haolaike 25,300 yuan. There is still room to increase the unit price by supporting large households.

The development path of home improvement companies is different, and the joining system of installation companies is not perfect, which makes it impossible to realize the channel system similar to that of hundreds of dealer stores. At present, Wuning, Jiangxi, headed by Yugong, may be the most widely distributed home improvement company in China. Authorized by brands such as Xingyi, Samsung, Hua Xun, and famous craftsman with complicated equity mechanism, each branch has the maximum independent management right. This reminds me of Shaxian snacks in Lanzhou and Lamian Noodles ... other types of home improvement chain models, with fewer outlets, can't achieve real scale effect.

Customized home furnishing enterprises take products and stores as the core of replication, while home improvement companies take people and organizations as the core of replication. People are very important to both types of enterprises; The healthy operation and growth and replication of home improvement companies are highly dependent on people, which determines that their growth efficiency is not an order of magnitude.

Customize the home page across Jia Jie Zhuang Racecourse

Is it reliable?

In 2008, Boloni Home entered the home improvement track from the customized home improvement track. After several years of expansion, I resolutely quit the home improvement track. How many delusions are there here? Mr. Cai Ming is recognized in the industry as a person with outstanding talents in brand marketing and operation. The Boloni brand he personally created is second to none in both cultural temperament and brand connotation. On the basis of brand, operation, capital and talent advantages, Boloni decided to return to the customized home main track. Home improvement afternoon tea, if Boloni does not enter the home improvement track, there will be ten listed companies in custom home improvement. To some extent, home improvement is like a vast swamp, an energy black hole, which slows down the progress of Boloni mechanized troops.

At the same time, we can see that Europe has launched the strategy of "All Livable", and Shangpin home delivery has once again entered the track of home improvement, and launched the brand of "All Livable Christmas Birds" with strong execution. The analysis of home improvement afternoon tea shows the self-confidence of the leading customized home furnishing enterprises, which can occupy this "everyone is in awe" home improvement industry with strong strength; This awe comes from the pursuit of tens of billions of capital hot money since 20 15, from the hand-held transactions of elites entering the upstream and downstream, and from a batch of entrepreneurial projects broken by tears.

According to the semi-annual report of Europe for 20 19, during the reporting period, Europe achieved remarkable results in attracting investment, with 2 stores and 43 major customers. Compared with 20 18, only 2 1 stores were opened in the same period, an increase of 900%. At present, the European-style integrated large-sized residential system consists of three business modules: European-style integrated large-sized residential, Opel integrated large-sized residential and integrated large customers. The financial report shows that in the first half of the year, Europe and Europe have completed the pre-set target of taking orders, and carried out model innovation in product development, training assistance, order delivery, after-sales service and other aspects.

On the other hand, the annual report of Shangpin ZJS shows that 849 self-operated distribution centers were delivered in 20 18. By the end of 20 18, the number of self-contained cloud members of Homkoo has exceeded 1200. Through internet technology, it provides software systems, supporting products of software and hardware, trains and serves traditional home improvement enterprises, and carries out a brand-new industrial empowerment model. According to the revenue data, the revenue of the whole assembly industry also increased from 2.28 million yuan in 20 17 to 0/940,000 yuan in 20 18, with an increase rate of 840 1.9 1%. From the perspective of growth rate alone, the self-operated business of Shangpin ZJS has made some breakthroughs.

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Analysis of home improvement afternoon tea: Customized homes will encounter many challenges when they further enter home improvement. Oupai Home Furnishing and Shangpin home delivery are both active explorers of cross-border home improvement. Their similarity lies in that the dealer system is their most important strategic resource. There is an irreconcilable contradiction between the whole strategy and the interests of the dealer system. Europe's strategy of "living in a big house" will inevitably affect the interests of several original categories of dealers and will inevitably be opposed by dealers; Shangpin ZJS put the home improvement pilot in headquarters and Guangfo, the human resources base camp, and quickly achieved nearly 200 million results, which is also widely expected, and its ability to further self-replicate remains to be seen. At present, the chain system of self-operated home improvement has a performance ceiling of less than 4 billion. According to the average human efficiency of 1 10,000, it is necessary to increase the self-owned operation team of 4,000 people, which is the best mode that can be achieved by the home improvement head enterprise after optimizing its operation.

From the perspective of operational ability, customized home dealers have different genes and ideologies compared with home improvement companies. It is difficult for dealers to transform into home improvement companies in batches, and it can be inferred that a small part of them can be transformed. Most dealers are reluctant to be home improvement companies, especially in the current competitive market environment.

Therefore, Zhuang Jie Afternoon Tea believes that customized home and Zhuang Jie Company will have a strategic cooperative relationship in the future, and joint research and development, joint operation, joint marketing, joint delivery and joint distribution may be a win-win model. After all, home improvement companies are unlikely to touch product manufacturing, and customized homes are not good at home improvement long-term delivery services. Mutual cooperation is the best choice for both sides.

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Participate in the 12 grand ceremony, with the help of the collective wisdom of head-mounted enterprises in cities across the country, jointly solve the development bottleneck of head-mounted enterprises and achieve a new round of high-quality growth.

The annual Biennial Festival is open for registration.

Summit background

20 19 with the steady progress of the fine decoration policy, the living space of home improvement companies has been compressed, and the home improvement industry is undergoing profound changes. In order to adapt to the new market environment, head-mounted enterprises and quasi-head-mounted enterprises all over the country have taken actions to actively explore new lifestyles in the era of stock houses, and innovative ideas have emerged one after another, covering the reform of distribution mechanism, starfish chain fission model, complete research and development, exploration of new big store model, high-end home decoration, renovation of old houses, partial installation, soft decoration, smart home, information construction, supply chain, assembled interior decoration, radio and television media operation and so on.

Compared with the upstream and downstream of the pan-home improvement industry, the flow of building materials and home furnishing stores has almost dried up, the sales of home furnishing dealers have continued to decline, and a large number of factories and agents have entered the situation of survival of the fittest. At a time when everyone is generally facing the challenge of channel reform, the home improvement industry is constantly innovating and iterating, showing a novel phenomenon of head decoration growing against the trend, middle-level crisis of enterprises, and calm of small and micro enterprises with long tails.

Referring to the development law of upstream real estate, we can judge that the head effect of home improvement industry is beginning to appear. In the next decade, the big one will be Evergrande and the strong one will be strong. Fine decoration policy is like putting a group of catfish in the home improvement market, which objectively raises the industry threshold and promotes the survival of the fittest. In the next decade, opportunities and challenges will coexist. Home improvement manufacturers, agents and stores will take the initiative to embrace home improvement, and home improvement channels will become more and more important. The theme of this Biennale is "Embrace the Head Age"! We sincerely invite head decoration enterprises, quasi-head decoration enterprises and upstream and downstream enterprises in the pan-home decoration industry in cities all over the country to participate in the Double Twelfth Annual Festival in 65438+February 65438+February, so as to March into the head era together and seize the development opportunities of the head era.

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