The overall wardrobe has obvious advantages and broad market potential. However, many companies are still developing very slowly. In this regard, the reporter visited the major home stores to understand the major bottlenecks in the development of the overall wardrobe business, and asked relevant professionals to obtain relevant solutions.
The overall wardrobe market is vast
The advantages of the whole wardrobe are tailor-made, space-saving, stylish and elegant. Through clever design, the wardrobe can be divided into hanging clothes and folding space. The top can also be built as a closed cabinet with items such as bedding. What the fashion family likes most is that the overall wardrobe can be customized with the home decoration needs and colors to achieve the integration of home style.
These features of the overall wardrobe make the whole wardrobe more and more sought after by urbanites who are pursuing high-quality life, and the overall wardrobe market has become the "last piece of cake for custom furniture", not only the cabinet enterprises are rushing, but many do The enterprises of hardware and wooden doors are also eyeing, waiting for the opportunity to enter, it can be seen that the overall wardrobe market space is large, there are data showing that there are 400 billion market space in the wardrobe every year.
Wardrobe business performance growth is slow
The author learned by visiting the wardrobe market that many second- and third-line wardrobe brands have been limited in their development after the first bucket of gold in the market. The consumer market has grown substantially, and corporate sales have grown slowly. The reasons we summarize are as follows:
First, the market lacks a unified norm: wall-mounted wardrobes, closets, sliding doors, sliding doors, these are the title of the overall wardrobe. So far, the "integrated wardrobe" is the unified name of the industry. The overall wardrobe as a low-profile product, consumers in the initial contact stage, often have questions about the difference between these different named products, the definition of the product is in a state of chaos, understanding is different. When visiting the Guangzhou home store, I found that as the professional brand guides, the names of the wardrobes are different, which will have more or less adverse effects in the consumer's consumption decision-making process. The difference in product name definition is only a microcosm of the lack of uniform specifications in the wardrobe market. In the process of production, sales and installation of wardrobes, the inconvenience caused by the lack of uniform specifications can be seen everywhere.
Second, the competition is chaotic: Today, Germany's Gloria, the Chinese Federation, Gordon, France, Sophia, France, Ashley and other well-known overall wardrobe brands are no less than dozens. In addition, some domestic cabinet brands with forward-looking awareness, through their successful experience in the cabinet industry, have also launched shallow water exploration, to introduce opportunities for development. In addition, the “one-stop†service, the home improvement company that provides the overall home improvement service, is also provided by the designer free of charge, and strives to gain a share in the wardrobe market. The wardrobe market is flocking to the deer, and everyone is trying to find a market that belongs to them. “The entry barrier of the wardrobe industry is very low, and it only takes more than 100,000 to start the operation.†In the view of Mr. Zhan, the general manager of Hao Laike, it takes only a small amount of capital investment to compete for the market and keep the wardrobe industry in a mess. The main reason for the competitive situation.
Third, the product design level: "design" is the soul of product development. The overall wardrobe is still in the industry of high-speed growth, consumer awareness has not yet been popularized. When consumers are decorating their new homes, they don't even realize that there are separate brands to choose from, and they don't know the difference between branded wardrobes and custom-made products. At this time, “design†plays a decisive role.
Fourth, the installation service: installation technology, is another threshold for the development of the wardrobe. In the flooring industry, there is a saying that “three points depend on quality, seven points depend on installationâ€, and in the wardrobe industry, there are equally strict requirements for installation. The installation of pulleys and hardware gadgets directly determines the service life of the wardrobe. Many wardrobe brands are emerging development companies. Due to strength problems, it is rare to allocate funds separately to train installation workers. It is often the recruitment of several employees in the construction guerrillas, and they immediately enter the substantive work. This is a common behavior in the industry, which directly leads to the decline in the quality of product installation, which makes consumers think that the defects of the products lead to the brand. And even the damage of the industry.
Need to grasp the consumer demand when the wardrobe brand expands
The wardrobe brand experts believe that enterprises should grasp the needs of consumers in a timely period of brand expansion, and “do good internal work and do a good jobâ€:
First, adhere to the brand strategy
The wine is also afraid of the deep alley. Over the years, most of the wardrobe companies' marketing programs have only focused on products, prices, channels, and promotions. The ultimate result of market competition is the brand era. At present, the competition among the whole wardrobe enterprises is manifested in brand awareness, products, services, innovation and promotion concepts. Among them, the brand operation is particularly important. The rich brand elements, the added value of the brand and the brand culture have become an important aspect of consumers' favor.
But nowadays companies have begun to realize that before the company carries out the above aspects, it is more important to locate. The accuracy of a company's positioning not only affects the product sales of the company, but also directly changes the development track of the company. At that time, Volvo made a wise decision - to seek security, and later became the classic "Volvo" of Volvo. This small Swedish company has grown to become one of the most powerful car brands in the world.
Second, self-innovation ability
The author believes that "the road to innovation is the best way for the development of China's overall wardrobe industry." In the modern market economy, competition has been widespread in every corner of the market. In the same market, it is not uncommon for products of the same variety offered by different companies to compete for sales. Product innovation is to compete in such a fierce homogenization product today, requiring our company to “customize†around the essential core of the overall wardrobe, according to the income status, consumption characteristics, cultural characteristics of the target consumer group and the preference preferences of this consumer group. Features, manufacturing products that are distinctive and different from similar manufacturers.
Third, improve services to increase brand added value
The competitiveness of brand wardrobes is mainly reflected in the installation service and after-sales service. Through product sales and full-service, we will continue to build a reputation in the hearts of users, win people's hearts and establish a good reputation. This is the long-term plan for enterprise development.
The true overall home solution requires that the research and development process be used for 20-30 years, the construction personnel have more than 8 years of construction experience, and as an "industrial worker" is subject to strict management system training and supervision. This is a requirement for the construction workers of the “fourth generation of home improvement†enterprises. The company’s cloakroom is widely welcomed by the high-end market.
Fourth, personalized customization
"As long as we don't make a round, we can customize what kind of wardrobe." The salesperson of Hao Laike told the furniture market researchers that the whole wardrobe is favored by consumers because of its tailor-made. Custom furniture can not only be embedded back into the wall, but also can be extended up to the roof, making full use of the room space. “How high the house of the customer’s house is, and how high our wardrobe can be customized.†The researchers were informed when consulting the Italian and the top 100 furniture brands that they could adjust the width and internal structure of the wardrobe, but The height is fixed at about 2.2 meters and cannot be increased according to individual needs. In addition, the sliding door wardrobe of the general panel furniture brand can only be made up to about 2 meters wide. The salesperson explained this as "If you are wider, the sliding door will be easily deformed." The brands of the whole wardrobes all say that the 3-meter-wide sliding door wardrobe can also be done. "We have expertise in this area."
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Jiangsu Raymeel Home Decoration Co., Ltd. , https://www.raymeelhome.com