The overall home market may never be as lively as it is now. After Boloni, which has been in transition for many years, more and more home furnishing companies are accelerating the pace of expansion into “big home†or overall home: this year, Ou Pai Furniture Group will complete the design and transformation of “Da Home†group enterprises; The positional battle of the home is re-advanced. The store located at the Jockey Club has once again expanded its military in the same store after achieving profitability. The new standard door industry has been dedicated to doors and windows, and now it has made great strides in customizing homes. Enterprises such as homes that sell building materials have started to introduce decoration packages two or three years ago, providing a comprehensive service for the whole home. All parties are gathering together. For a time, a short-lived scene in the overall home market.
The "big home" era is coming?
At the end of the marketing annual meeting of the European School of Home Furnishings, Europa launched the “Ding Ding Plan†aimed at winning the “big home†market. The plan consists of three parts: “Aspirations 2011â€, “Ding Ding 2012†and “Ding Ding 2013â€. In 2011, Oupai Home Group will complete the design and transformation of the “Grand Home†group of enterprises. In 2012, it is the tough period for entering the whole plan. When “Ding Ding 2013†​​is reached, the goal of Ou Pai Furniture Group is grand and to be realized. "European cabinets are stronger, the European cabinets are the first in the country, the European kitchen appliances and wooden doors are in the top five in the country, the European-style sanitary wares rank among the top ten in the country, and they have entered the other home industries" Change.
There are still many companies that are fully engaged in related industries like Europa. The new standard door industry will open the largest store in Guangzhou with a land area of ​​nearly 1,000 square meters in the high-end Mercure Zhujiang New City store. Jianfeng also directly refers to the overall home. Since 2008, the new standard door industry has launched the concept of “home customization integrationâ€. At present, the products have covered ecological doors, sliding doors, kitchen doors, whole wardrobes, bookcases and other home accessories, providing the whole family with overall customization. Program. In order to meet the needs of custom furniture integration, the new standard is expected to attract 120 dealers this year.
In addition to the original business of custom-made products to increase the business to the "integrated home" or "big home" field, companies such as the Federal, Conraden and other original products, in recent years, also increased investment in custom furniture The more and more specialty stores are opened. Kohler, who specializes in bathroom products, now opens new stores in China, develops cabinet products, and provides customized furniture services.
It is precisely because many companies are keen on the overall home products, and even the exhibition has changed. The 13th China (Guangzhou) International Building and Decoration Fair to be held in July, in addition to the independent Guangzhou Kitchen Show last year, this year's Guangzhou Wardrobe Exhibition was born out of the overall home exhibition area, with an exhibition area of ​​nearly 30,000 square meters. At present, the domestic scale and the most influential professional wardrobe exhibition, there are many new faces, these new faces originally focused on other related industries. This also proves from one side that there are more and more enterprises engaged in the “big home†market across industries.
Why do some people sing the opposite?
However, in this round of cross-industry development towards the overall home, there are also people moving against the current. The Sophia wardrobe, the leader in the custom wardrobe industry, is still holding the industry unwavering. According to the person in charge of the marketing department, in fact, Sophia has tried diversified operations in the past. For example, Bond cabinets and ICON floor have been Sofia’s brothers, but now Bond cabinets have changed hands, others Nuo Floor has also set up a company to operate independently, because "the boss feels that it may be better to concentrate on one thing."
The overall home market has great potential?
Why are so many companies so keen to enter the overall home market? The ideal market outlook may be the most attractive reason.
Yao Liangsong, chairman of the European Party, said that by promoting the “Ding Ding Plan†in all directions, by 2013, Ou Pai Furniture Group will strive to achieve a production and sales volume of 8-10 billion yuan, and the entire pan-European sales amount will reach 20 billion yuan. The corporate vision can see the huge potential of the market. In fact, taking the performance of Europa in Guangzhou as an example, although the growth of cabinets has been good last year, the growth rate of its emerging products, the wardrobe, has increased by as much as 50%.
The 7-year-old home decoration of the "integrated custom home" has been launched, and now there are 400 stores in the country, and 14 stores in Guangzhou. The company opened its store in the Jockey Club in May last year, and recovered its investment within half a year. Therefore, in less than one year, a new large-scale new store opened in the same store. In the Red Star Macalline, which has been in business for less than half a year, Shangpin’s home delivery has also achieved breakeven. The high-speed development of Shangpin's home delivery has even been favored by the government departments. The government's investment of 20 million yuan will be completed soon, and will be provided to Shangpin.
In 2010, the overall market environment is not good, the new standard growth rate in 2010 also reached 40%. According to reports, this is closely related to the understanding and transformation of the furniture customization industry in the domestic market. Today's consumers also have greater demand for the overall household products.
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