Personalized custom into the development trend of home wardrobe

The 2012 Guangzhou Construction Expo has entered the second day. The reporter specially interviewed Li Guohua, secretary general of the National Chamber of Commerce and Industry Furniture and Decoration Chamber of Commerce. Li Guohua believes that at present, the wardrobe industry is the two industries with the highest growth in China's home furnishing industry. Personalization will become the future development trend of these two industries.

Reporter: At this exhibition, we found that the price gap between some domestic home building materials and international brands is still very large. What do you think is the gap between our current products and international brands?

Li Guohua: In fact, in the current big environment, few foreign brands can achieve a wind vane status in the national market, or everyone can agree that the brand's sales share and market share in the domestic market is high. There may be some high-end real estate, some clubhouses, and foreign cabinets, but it only accounts for a very small share.

As for the price gap, on the one hand, domestic brands sometimes have different product positioning. On the other hand, the cabinet industry brand is very regional, so the price difference of each brand in each region, and the region and brand The positioning is relevant. There are also domestic brands with high prices. For example, Siemens Weifa also sells very high, and gold medals sell well. In terms of product positioning, some brands only do high-end, working on technology. So stick to the field of this price.

Reporter: But will there be such a problem, that is, compared with the specific situation of each country, it is also a high-end product, and some products may be foreign, although the technical content is high, but the price can still be relatively lower. And our country is not enough in this aspect to adjust the ratio?

Li Guohua: It cannot be analyzed in this way. On the one hand, it is the problem of consumption structure, consumption power and consumption habits, because the national consumption habits of each country are different. In Europe, the house must be standard, but in China, the house may be a hundred flowers, all kinds of units. If the house is done in a fine decoration, it must be relatively low.

From the perspective of China, the cabinet industry has only 20 years. In the 20 years, the kitchen is a smoky environment. The growth of Chinese consumers and the history of this market are only 20 years. There are still many prefecture-level cities in China, such as five-level cities and six-tier cities. There are still many rural areas, and there is not even a complete cabinet, so its market pull is still different.

Reporter: The Chinese wardrobe industry has only a history of more than 20 years. Some people think that the wardrobe industry has a low barrier to entry. Some related or unrelated industries are cross-border to make wardrobes. The wardrobe industry lacks creativity. Do you agree with this? View?

Li Guohua: From a source of manufacturing, for example, from the workshop, any industry in the manufacturing industry starts from the workshop, and the threshold is not very high. Because our domestic labor force is relatively cheap, unlike foreign countries, everything is industrialized. In the case of cheap labor, the cost is low and the threshold is not high. However, when the threshold is low, there will be few companies that can survive. The workshop has a certain market, but it will never go to a very formal branding and scale. Just like we are in a car, some people take a three-wheeled car, some people take a rickshaw, have their own market, but how far can the rickshaw go? The most traffic plan, you may die. Companies with low thresholds will be screened out under market and pressure. Just like the financial turmoil, when the industry is in a bad situation, many companies have died because he believes that the industry has a low threshold and enters the industry. High technology, talents, craftsmanship, and design are all non-standard and professional. Such companies will also die in the baptism of the market. Therefore, the positioning and level of this industry cannot be low.

Reporter: What stage do you think the Chinese wardrobe industry is in? Will the monopoly of the wardrobe industry or the oligarch brand appear?

Li Guohua: I think the wardrobe industry is now the two industries with the highest growth in China's home furnishing industry. On the one hand, consumers have begun to consciously consume, and its market is in a state of pulling, but on the other hand, the homogenization of products on the market is very serious, and personalized customization will be a trend in the future.

I feel that our domestic enterprises can meet the individual needs of more than one billion people. This is a miracle made in China. In the past few years, our company has been working hard to find a process and standardization of production from customization. This is also a problem that enterprises must overcome and overcome. The wardrobe industry, whether it is the development of dealers in the past two years, or terminal consumption is also the fastest growing in the home field. Because the wardrobe industry is very good from the perspective of the exhibition, from the sound of the media, and the activity of the industry, and their market share in the third and fourth grades is very high in recent years.

Reporter: But so far, it seems that there has not been an oligopolistic brand with industry monopoly.

Li Guohua: I think the customization industry has its limitations. To be the leader of an industry, this enterprise must be one of the best. It is difficult to define at present, but companies like Europa are certainly far ahead in the kitchen field. In the field of wardrobes, like Sophia and Haola, because their companies' genes are very good and they have a good foundation, so they have been active in the market for so many years. Its brand and design are definitely leading. of.

Reporter: The design of the product and the innovation of the style have gradually become the core of the competitiveness of the wardrobe business. However, the overall cabinet and the overall wardrobe industry "cottage goods" are prevalent, which is also a matter of distressing the brand companies in the industry. What is the reason for the emergence of "cottage goods"? How should we guide and standardize?

Li Guohua: In fact, the knockoff goods, all industries, including from home appliances to mobile phones, fast-moving consumer goods, in any field. For this phenomenon, we can only appeal to guide enterprises in a more standardized way from the perspective of real estate decoration and market circulation. It is impossible to destroy all the cottages. At present, there is no institution in China that can make such a decision and make all the cottage enterprises dying. I think that a normal law of cottage enterprises should be eliminated by the market, and then we will cooperate with these supervisory agencies.

Reporter: Some companies now believe that 3%-5% of sales should be invested in the original design and research and development of products every year. Do you think that this should be the case in the wardrobe industry? What is the proportion of this share?

Li Guohua: I personally encourage such corporate behavior, because this kind of investment is a valuable investment. I don't just think that this is a technical improvement of design, but also some investment in talent training. Because a company grows, it must have such a foundation so that it can go further. However, some companies may have to consider survival first, only in the stage of selling products, and have not yet reached the stage of selling brands, selling lifestyles, and selling spiritual areas.

Reporter: Thank you.