Guan Yongkang: What kind of furniture can be called custom furniture?
Dialogue Guan Yongkang: What kind of furniture can be called custom furniture?
Guan Yongkang: Executive Vice President of Shenzhen Furniture Industry Association
Chairman of Shenzhen Haoyi Distribution Technology Co., Ltd.
Reporter: I interviewed the executive chairman of the Pan Home Furnishings Alliance before. He came from the building materials industry. When I interviewed him, I took the fixed thinking mode of our industry to talk about the concept of custom furniture. His answer is that we are now The route of all custom furniture in the industry is wrong. He personally thinks that the concept of customization should be exclusive, individual, high-end, and only serve a few people, but when we mention customization, we immediately think of it. The mode of home delivery, which is for the public, what exactly is the real customization?
Guan Yongkang: I think what you said is just one of the custom categories. In my opinion, customization is divided into three categories: high-end customization; mass customization; project (ie engineering) customization. We first talk about high-end customization, what is high-end customization, is the customer's very individual needs, the market can not be satisfied, then there is a new opportunity, I judge the high-end custom field has a huge market space. Because with the gradual improvement of people's living standards, more stringent demands are placed on aesthetics. Suppose a consumer likes the Mediterranean style very much, but the related products on the market can't satisfy him, so he can ask the designer, design by the designer, and finally give it to the manufacturer. We call this high-end customization, that is, the professional designer or the design-capable consumer puts forward the individual needs, and the manufacturing company can satisfy him, provided that the other party has such spending power. Golden Phoenix is ​​one of them.
The second category is mass customization, which is aimed at consumer groups that have requirements for family space, such as storage and space saving. Mass customization has great demand for space and function. Suppose I don't have the money to buy a bigger house. In order to improve the utilization rate of the room, I can only develop to the sky. Therefore, I would rather spend more money to customize the furniture and store things as much as possible. Space saving, the best is tatami underground, the wall is a cabinet, the bottom of the bed must have a high box bed ... In short, can not wait for the full house is a cabinet, which is custom-made, and only the plate can be completed. It measures the value of how much space it can save for consumers and how much it can create compared to house prices. For example, a custom closet of two thousand dollars, such a price can not be bought in a half-square-meter house, but it can save a lot of space for consumers, which is the value it provides for consumers to provide space and functional solutions. . The Shangpin home is one of the typical representatives.
The third category is project customization, which is what everyone often says about engineering customization. This comes from the new demands of real estate developers. We know that basically all the units in a community are the same, so suppose there are only four types of buildings in a building. Although consumers have different needs, the original design of the architect when designing the apartment is there. Put a wardrobe, then the wardrobe of this wall of all the buildings in this building can be standardized, but the color and material of the door can be selected. So this can achieve the individualized needs under the premise of mass production, which we call the fast food mode of furniture. It's like ordering food at McDonald's. Although the food in each set is fixed, you can exchange them with each other, such as changing cola to orange juice and changing the French fries into salad. Our customization is to choose the color and configuration in a limited product to achieve the so-called personality, but only if it is constrained, has relative standards, and must have a very large amount to produce. This is the project customization, and the project customization is divided into several categories, there are professional hotels, clubs, office, and the home class just mentioned.
Adding the above three together is a complete customization concept. In terms of the comparison of the three types of customization, mass customization is the easiest to divide the cake, because it has more and more manufacturers of wardrobes and cabinets to cut through and divide the market. For example, companies such as Sofia and Europa, most of them start from the closet or cabinet, because the wardrobe and the cabinet itself are customized, and each household needs to go to the door to measure the size and plan. Like the Chinese-style cabinets, it is to customize the project. He only accepts orders from real estate developers, does not do retail, only works, requires a certain amount of work, but the cost is very high, the material is very good. Compared with the two, the difficulty of mass customization is the highest, because the size and requirements of each household are different. In this way, we found that the concept of customization is not derived from the furniture industry, but derived from the decoration industry.
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