After experiencing rapid development, a mature model has been established from the back-end design, R&D and manufacturing to the front-end brand, customer acquisition, channels and services. At the same time, the market has also entered the stage of homogenization competition. According to the analysis, the customization for mass consumption is saturated, while the high-end customized home has just begun, consumer demand is gradually released, and the blue ocean situation is open, and a new growth curve may appear in the future. Judging from the situation in 2020, high-end home customization can be said to be highly sought after.
Recently, a piece of news has attracted much attention. At the Shenzhen International Furniture Fair, which was unveiled on August 20th, Baineng once again launched high-end customization, and launched a variety of stainless steel customized home products, such as Jianyi cabinets, Jianyi cloakrooms, Jianyi bathroom cabinets/balcony cabinets, which won unprecedented attention. General Manager Wang Wenzhao delivered a speech on "New Trend of HD-Stainless Steel Home" at the International Hardcover Housing Industry Forum, which caused a heated discussion for a while.
Wang Wenzhao, general manager of Baineng Home.
At the previous Expo in July, the high-definition products of Baineng Home also received much attention. For more than ten years, Baineng, with the advantages of stainless steel home, has successfully established differentiated competitiveness in the fierce competition of customized home battlefield, and has been widely praised by the industry.
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The New Force of Stainless Steel Home Furnishing in Gaoding Wave
At present, the standard of home furnishing is high, and the categories are mainly concentrated in the customized home sector, mainly cabinets and wardrobes, and they are moving closer to the whole house to provide one-stop house purchasing services. Specifically, we should start from the angles of brand positioning, main materials, hardware, technology and design, and strive to enrich the connotation of Gaoding and shape its brand recognition.
Some first-and second-tier customized home furnishing enterprises in the head position are trying to break through the high-net-worth consumer market, enter high-end housing, and seek ways to break through the price war and low profits. However, some small and beautiful brands try to create differentiated competitiveness through high definition, open some circle markets and avoid open confrontation of homogenization.
Today, in the pursuit of high-end customization, stainless steel customized home can be regarded as a sudden emergence. Thanks to the continuous accumulation of design, technology, market cultivation and consumer reputation for more than ten years, this category is really getting better and better. The head enterprises represented by Baineng not only attracted many dealers and big customers, but also opened up the situation of real estate hardcover. More importantly, it won the recognition of middle-and high-income families, thus pushing this product from the edge of the stage to the center.
Dating back to 2006, stainless steel household products were mainly cabinets, which were regarded as industrial or commercial products. With the advantages of environmental protection and durability, it was mainly used in hotel kitchens before, and only a few consumers who pursued high cost performance bought it. However, due to factors such as low face value, cold appearance and single shape, it is difficult to be widely accepted by the public, and the whole market is in its infancy.
In 2006, Baineng, who has been working hard in the field of wooden cabinets for a long time, transformed into stainless steel cabinets. This team has accumulated more than 10 years of experience in the cabinet industry and is very familiar with the cabinet design, manufacturing, technology and consumer market. We found that stainless steel household products have better performance than traditional plates, so we decided to make stainless steel cabinets for home use. Their material practice is to introduce 304 stainless steel into the manufacture of household cabinets and become the pioneer of food-grade environmental protection stainless steel cabinets; At the same time, do your homework on design and face value. Starting from this year, stainless steel cabinets have entered the brand management stage for the family market.
During this period, a large number of stainless steel brands joined, and stainless steel home was very lively for a time. Many large enterprises have made great efforts. On the one hand, they began to introduce automation equipment, adopt new technology to improve the surface effect, and make it into wood, cloth and stone patterns. They can also make it into arc-shaped panels by milling and pressing grooves to realize the diversification of modeling.
The frequency of product and technology iteration is obviously accelerated, and subversive new products come out almost every year, such as all-steel cabinets and A8 cabinet technology listed in 201kloc-0/Baineng; There is also the invented "metal honeycomb panel", which has obtained 20 16 utility model patent certificate. A general direction of stainless steel cabinets is to keep up with wooden cabinets in value, but surpass them in durability and environmental protection.
Among them, 20 17 is worth mentioning, that is, the technical specification for the application of residential stainless steel integral kitchen cabinets led by Guangdong cabinet industry chamber of commerce, which was launched in that year and Baineng was the editor-in-chief unit.
The emergence of standards means that products have been widely recognized, and like solid wood cabinets and panel cabinets, it has become a consumption trend and home trend. At the same time, with the standards that can be followed, the product quality can be better guaranteed and the benign development of the whole market can be promoted.
Moreover, by 20 17, the technology and design of stainless steel home have been improved, and some head enterprises have been able to make products comparable to plate home. It is the exquisite and elegant product appearance, the extensive coverage of sales and service outlets, the advantages of stainless steel materials and the soft-fitting art design that combines rigidity and softness that make stainless steel homes further expand the market and enter the high-definition field, appearing in some high-end houses.
The new key change took place in 2020, and the market attention of high-end customized homes rose rapidly, and many of them turned their attention to stainless steel homes. We noticed that stainless steel Gaoding was unveiled at the World Expo in July and the Shenzhen Furniture Fair in August, and the response was enthusiastic. Stainless steel brands have won many booths, and their popularity has greatly increased. There are many dealers who consult on the spot, visit factories and even sign contracts.
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Behind the hot market
Stainless steel home can win market recognition, gradually develop into a mainstream category, and can also step on the rhythm of high-end customization. This is not an overnight success. As mentioned above, after more than ten years of bumpy evolution, it has come to this day with the persistence of entrepreneurs, designers and engineers, and has entered a new round of home consumption upgrade.
The driving force behind this, in addition to the continuous evolution and upgrading of products and technologies, also benefits from the advantages of stainless steel home itself, the continuous improvement of consumer recognition, the growth of supporting demand for hardcover projects, and the promotion of major enterprises such as Baineng.
Advantages of stainless steel home itself
Take the excellent products in the industry as an example, which can be summarized into eight key words: food-grade health, artistic beauty, more durable, integrated molding, waterproof, mildew-free, deformation-free, and termite-proof.
Environmental protection and health are the outstanding advantages of stainless steel household products. Some excellent products are made of 304 stainless steel, which meets food-grade standards and does not contain formaldehyde, so that cabinets can directly contact food and dispel customers' concerns about harmful substances such as formaldehyde.
And environmental protection consumption is the key factor that affects the purchase decision. According to the "Tianmaowo Home Livable Trend Guide" released by Tmall, IKEA and CBN Business Data Center, 39% of post-90s consumers think that environmental protection concepts and materials have become more important. According to dad's survey, post-80s and post-90s are more willing to spend money on home environmental protection, accounting for more than 90% of the total consumer users. Durability is also a plus item. Generally, the service life is 50 years, and the warranty period is longer than that of wooden cabinets. Most of them are integrally formed, and the desktop and basin are integrally formed, which can ensure that there are no seams, stains and sanitary dead corners at the corners and improve the aesthetics of the products. In addition, covering with stainless steel bags can undoubtedly prevent the long-term erosion of water stains, not to mention the problem of mildew. Moreover, there is no room for cockroaches and moths to breed, and the quality of early prevention and moth prevention is better than that of wooden homes.
Consumers are very concerned about stainless steel household products.
Speaking of Gaoding, the driving force that cannot be underestimated comes from consumers. After years of market cultivation, more owners have learned about stainless steel materials and come into contact with more stainless steel household products. This category is no longer a strange existence, but has entered thousands of households. The more you contact, the more you know, the better you feel, the higher your recognition, and naturally there will be a vast world.
In China's concept of furniture consumption, saving face means having good taste, good image and getting a good hand; There must also be an inner lining, which is durable and easy to use and will not be easily broken. This is exactly what stainless steel customization can do, which can solve the difficulties faced by wooden furniture and win the welcome of the middle class and the wealthy class.
The increase in the delivery ratio of hardcover rooms is also good for customized stainless steel homes. Domestic hardcover delivery has reached about 32%, and the matching rate of cabinets and bathroom cabinets is very high, close to 100%. At present, wood products are the main products, and the share of stainless steel products is increasing.
Its advantage is that the customization of stainless steel cabinets can reduce a certain cost, and the delivery efficiency is higher, so there is no need to worry about the problem of damp and mildew, and it is not easy to have problems when handing over the house for inspection. Furthermore, because the owner's recognition of stainless steel cabinet products has been significantly improved, it is more environmentally friendly and durable than traditional wood products. In this way, the hardcover room with stainless steel cabinets will be favored. For developers, the house will sell better.
The joint efforts of major enterprises and businesses such as Baineng have further stimulated the consumption enthusiasm of the market, which is also the key factor for the stainless steel home market to become bigger and embark on the middle and high-end trend. It is observed that in recent years, among the head brands that started with stainless steel cabinets, not only the income of cabinets has increased substantially, but almost all of them are customized and customized for the whole house, which shows that the broad market prospect has been confirmed.
Fall into the trap
Baineng's HD layout
On the stage of stainless steel home furnishing, Baineng is a representative enterprise. According to public information, as early as 20 18, Baineng had put forward the positioning of high-end customization of stainless steel cabinets, and updated the entire VIP system, inviting Hu Jun to speak for it.
By 20 19, many sets of high-end customized stainless steel household products have been launched, such as platinum space plate series, Earl's House series, luxury new Chinese series, Okano cabinet, Ithaca cloakroom, Shangpin series balcony cabinet/bathroom cabinet, etc., and a luxury life museum of 1600 square meters has been established in the marketing headquarters.
Objectively speaking, Baineng has accumulated rich experience by deepening 14 stainless steel cabinet products, and then built outstanding advantages in products, distribution channels, hardcover projects and other links, and constantly tapped its own moat.
As far as products are concerned, based on the advantages of food-grade health, no deformation, no mildew, no fear of water, termite prevention, integrated molding, artistic beauty and more durability, Baineng also has some unique product features, such as using thick honeycomb aluminum filler under food-grade stainless steel door panels, tightly wrapping at 360 degrees, and welding anti-fingerprint stainless steel backboards to make products more durable and beautiful.
Moreover, Baineng has explored a number of core technologies, such as laser positioning embedded hinge holes, stainless steel mortise and tenon technology, thermoplastic membrane technology board, ECE carat micro-drill wear-resistant table top, cabinet stress balance structure, metal honeycomb board and so on. It is with these technical achievements that Baineng can realize the after-sales commitment of 10 warranty and 50-year warranty.
In 2020, Guangzhou Jianbo Fair and Shenzhen Furniture Fair, Baineng exhibited a series of 8mm ultra-thin stainless steel door panels. In August this year, at Shenzhen International Furniture Fair, Baineng made a breakthrough in several simple and fashionable products, focusing on design and space scenes, highlighting advanced lifestyles and introducing some advanced new materials. Among them, the simple and elegant cabinets are designed with multifunctional island platform, matched with auxiliary materials such as stainless steel+quartz stone+wood, and equipped with ultra-thin. A more forward-looking upgrade measure is that the series is equipped with a smart screen so that users can find recipes.
Intelligent integration into stainless steel cabinets
Another change in product strategy is that since 20 19, Baineng has taken food-grade stainless steel cabinets as its core products, moved towards stainless steel wardrobes, balcony cabinets, bathroom cabinets and other products, and carried intelligent technology on several main products, moving from single product category to multi-category, realizing the transformation from stainless steel whole cabinets to stainless steel whole house customization, thus broadening the application scope of stainless steel materials and naturally driving the company to a higher platform.
With the expansion of distribution outlets, hundreds of experience centers across the country are located in key provinces and cities, supporting the penetration of Baineng in the field of stainless steel customization. Some of these dealers can achieve an annual turnover of tens of millions of yuan, which shows that the market space for customized stainless steel homes is very large. In recent years, Baineng has continued to recruit urban dealers, and new dealers have joined in this year's Jianbo Fair and Shenzhen Furniture Fair.
In addition to distribution and retail, hardcover channels have been included in the core planning of Baineng, and accumulated several years of experience, establishing a perfect engineering business system from pre-preparation, project construction to post-service. In the process of cooperation, Baineng can provide a variety of design schemes for developers from three aspects: functionality, aesthetics and practicality, and demonstrate the corresponding application.
In the engineering service system, Baineng takes into account the whole process. For example, every project has a senior project manager to follow up the whole process, and a full-time person in charge will follow up and coordinate the installation and delivery process. After the installation is completed, there will be a special team to pay a return visit to find possible problems and solve them; According to customer demand, provide maintenance services at preferential prices.
Moreover, the engineering record is quite beautiful. In recent years, we have taken many projects, such as the cooperation between 20 19 and Xinyi Real Estate, and delivered the first-phase talent room of Yulong Haoyuan within two months. Guangzhou Shengfeng 10 1 High-end residential projects also chose stainless steel cabinets, bathrooms and balcony wardrobes.
For foreign markets, Baineng also has a long-term project channel layout, which has covered Europe, America, the Middle East, India and other regions.
Generally speaking, it is a great challenge for stainless steel home furnishing enterprises to ensure the quality of hardcover delivery, large-scale construction and tight time, as well as the supply of stores. Baineng has been laid out for a long time. At present, the two production bases can meet the demand of large quantities of engineering orders, and the industrial 4.0 R&D production base is under construction, which will support the delivery of larger quantities of hardcover orders.
It is believed that the stainless steel home market composed of cabinets, balcony cabinets, bathroom cabinets, wardrobes and other cabinet products has the opportunity to usher in a new round of growth. Cooler products, diverse colors and pleasant scene space experience will attract more and more consumers to buy and occupy a certain share in hardcover channels.
The whole industry will also experience more intense competition in product development, design, scene experience, sales channels, delivery ability and so on, and head brands such as Baineng will reap the biggest dividend from it.