A fire from marketing to production, custom home started a comprehensive battle

In recent years, custom homes have become the “darling” of the market, which has been favored by consumers. With the outbreak of dividends in the industry, 10 custom home furnishing companies have landed in the capital market.

For the custom home enterprise, the current competition is not limited to the front-end market sales and channel layout. How to solve the back-end production problem becomes the key, and the intelligent production equipment has become a new “battlefield” for the custom home enterprises to compete for.

The reporter learned from the European Home Office on March 7 that the company has introduced a flexible production line, and the customized products can be automated and informatized in every aspect. “Now the workshop workers have reduced a lot, and the site is basically An auxiliary role." In addition, another custom home furnishing company Sofia in Huanggang's intelligent production center also put into production last year.

"(Custom home business) is now developing in this direction," said the European-related home related people, automation and information technology can not only reduce the custom error rate, but also better meet the user's deep personalization needs.

Is custom home really rising?

From "customized home first stock" Sophia, to 2017 European home, Shangpin home delivery, Piano, gold kitchen cabinet, Zhibang home centralized listing, plus the second half of last year, Dinggu Jichuang also successfully landed in the capital market As of now, there are 10 listed companies in the custom home industry.

The custom home industry is hot, and the upstream and downstream industry chain capital of the big home has also joined.

For example, the flooring company Del will complete the acquisition of 100% equity of Suzhou Bai Desheng Smart Home Co., Ltd., and cut into the custom home field. The company's previous announcement pointed out that it is expected that the whole house customization industry will still have huge room for growth in the future, and it is one of the main entrances to the big home industry. Judging from the data of the semi-annual report of Del in the past three years, its custom home business revenue has grown steadily, accounting for 43.19%.

Filminger, another listed company that started from the floor, also began to appear as a “customized home” company in 2017. The "Daily Economic News" reporter found that in the 2017 annual report, for the first time, the "full house custom home" was added to the company's main product information, and the previous description only included "kitchen furniture". In the semi-annual report of 2018, Filinger disclosed that the home has completed the design of five sets of art kitchen cabinets and one set of custom-made sample cabinets and the installation and installation of sample cabinets.

In addition, the reporter also found that in the home appliances, real estate, ceramic sanitary ware and other industries, many companies have entered the custom home industry across the border.

Behind the fiery investment is its broad market prospects. In the previous announcement of Del's announcement, the National Bureau of Statistics data showed that the main business income of enterprises above designated size in China's furniture industry increased from 335.325 billion yuan in 2009 to 905.6 billion yuan in 2017, with an average annual compound growth rate of 13.22%. However, the penetration rate of China's custom furniture market is only 33%;

At the same time, in January this year, Ou Paijia announced in the announcement of the China Industrial Information Network data that at present, the overall market size of China's kitchen cabinets and overall wardrobes exceeds 200 billion yuan.

Traditional custom home business "fighting" backend

Different from the traditional sales model of finished products, how to do a good job in data management, refined production process and shorten the production cycle of each customized product has become a difficult problem in the scale of customized production. For this reason, the war of custom homes has also been sold from the front-end, and burned to the back-end production.

On March 7th, Ou Paijia opened the Qingyuan custom cabinet production base to the media. The reporter learned on the spot that the flexible and intelligent system of single-piece flow currently adopted by Ou Pai Home has realized the intelligent + automated production process and become an efficient realization. Personalized, customized basic conditions.

Speaking of the technological changes in the home furnishing industry in recent years, the European related households introduced that before 2003, it was still a single production, and it was necessary to manually look at the drawings to open the materials, which is equivalent to computers; in 2003, the introduction of international top equipment, But at that time, it could not be said that it was automation; true automation (wired automation), which was calculated from 5 years ago, was the largest in 2017.

“Taking the processing process of the cabinet board as an example, a plate from the cutting to the warehouse, through the automatic electronic cutting saw, wire edge sealing, intelligent board robot sorting and other processes, behind a lot of automatic intelligent Support of the equipment. According to the director of the base workshop, each panel intelligently matches customer contract information, plate location attributes, material color, size, edge banding, hole position, delivery date and other data information through ID smart.

In the middle of last year, another custom home furnishing company, Sofia, was put into production at the intelligent production center in Huanggang. In the performance report at the beginning of this year, Sophia mentioned that the investment in intelligent equipment and information systems and the expansion of the production base have greatly increased the production capacity of the company's customized furniture products, and the market competitiveness has steadily increased.

At the same time, the reporter also noticed that Shangpin's home delivery also stated in the previous announcement that the company upgraded the CNC equipment and realized the flexible production process of mass customization, which solved the contradiction between customized furniture and large-scale production. Puzzle.

"In the end, all the processing links of our products should not be artificially involved, and it will not be achieved in production. This is the goal of our future automation level."

For more information on home, please pay attention to Xianghe Furniture City official website http://