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As the latest professional field in the home furnishing industry, in recent years, the overall wardrobe market has attracted a lot of attention from many other home furnishing categories and brands, such as cabinets, wooden doors, hardware, and wooden floors. Statistics show that in China alone, the overall wardrobe market has a huge market space of several hundred billion yuan every year. Therefore, the overall wardrobe is called "the last piece of cake in the home industry". So how should this tempting cake be divided?
The overall wardrobe came later
Recently, the author saw on the third floor of Chengdu New Century Plaza that almost every dealer is communicating with customers in business, and it is one after another. This degree of favor is not what I have thought of. Recently With the advantages of high-end workmanship and appearance, user-friendly design, rational use of many functions and many other advantages, the overall wardrobe is loved by more and more young people who pursue high-quality life.
The chief designer of a brand wardrobe said that like other home brands, the overall wardrobe is also popular from Europe and the United States to China. Its biggest advantage is that it saves space, is stylish and beautiful, and the designer can divide the inside of the wardrobe into a clever idea and design. Hanging clothes space, folding storage space, the top can also be built as a closed cabinet, placed bedding and other items. Baosoft pointed out that in the current market, the sales and market share of traditional wardrobes still occupy an absolute advantage. The overall wardrobe market is still in the "just on the road" state. However, the development potential of overall wardrobes is obviously greater than traditional wardrobes. The market prospect is also broader.
The wardrobe market is huge
Qianxun, a well-known domestic market research agency, pointed out in the 2009 version of "China's Overall Wardrobe Market Prospect Survey and Analysis Report" recently released that in China's urban households, the overall wardrobe ownership rate is less than 7%, which is far lower In the average level of more than 70% in developed countries in Europe and America. In the next two to three years, the market capacity of the overall wardrobe is expected to double.
Earlier, the "China Overall Wardrobe Industry Market Survey Report" released by the China Market Monitoring Center (CMMC) also showed that in the next four to five years, China's overall wardrobe market will have a market capacity of more than 20 million sets, with an average of more than 500 per year. Ten thousand sets. Roughly calculated, this is a market space of 400 billion yuan.
Brand cabinets have inherent advantages
After a visit, we found that in the process of many home shopping malls advancing into the overall wardrobe, the actions of those cabinet enterprises are the most obvious and most effective. Europa, which has a leading market share in the cabinet industry, plans to rank among the top three Chinese overall wardrobe brands within one year, and become No. 1 in China's overall wardrobe industry three years later. The reason is that the overall cabinets started early in China, and many cabinet brands have made a name for themselves in the market, established a reputation, and established a relatively complete marketing service network. This is the inherent advantage of cabinet enterprises entering the overall wardrobe industry. .
Director Sun of the cabinet marketing department of Oppa said that as early as 2005, Oppa had seen the huge development potential of the overall wardrobe industry and began to enter the overall wardrobe market. In 2009 alone, Oupai opened hundreds of whole wardrobe specialty stores nationwide and was rated as one of the “Top Ten Whole wardrobe brandsâ€.
Director Sun believes that customized furniture is different from standard furniture. Standard furniture emphasizes mass production, and customized furniture is relatively flexible. The overall wardrobe is custom-made furniture, so many standard furniture manufacturers are not very comfortable with it, which happens to be the most favorable condition for cabinet enterprises to enter the field of overall wardrobes.
According to a cabinet distributor of a brand, cabinet enterprises have the following advantages in making overall wardrobes. First, cabinets and wardrobes have a lot in common in the production process, which is easy to transform; secondly, cabinets and wardrobes are customized household products, cabinets After many years, the company has figured out a very mature operation mode; again, there is no very well-known brand in the overall wardrobe market, but there are already many well-known brands in the cabinet industry. These effective and sound sales channels can quickly open up first-tier cities. market.
Industrial integration is unstoppable
According to the reporter, Dinggu, the most well-known and well-known hardware brand in China, has launched a whole wardrobe series. Thanks to its successful experience in the hardware industry, high-standard quality standards and long-term quality assurance commitments are its entry into the whole wardrobe market Of the hand. In the interview, a person in charge of a certain floor manufacturer also told reporters that they will soon launch an overall wardrobe series, and the general style of the product will be similar to Stanley's overall wardrobe.
Industry insiders said that a single product sales can no longer meet the needs of the brand's diversified development, industrial integration has become the general trend. Nowadays, many home furnishing companies are struggling to develop in a diversified direction. Among them, many home furnishing companies are attracted by the market outlook of the whole wardrobe. They rely on the existing product lines and strive to extend to the whole wardrobe. Market movements that people are concerned about. From overall cabinets to overall wardrobes, from hardware to overall wardrobes, from wooden floors to overall wardrobes, from bathroom cabinets to overall wardrobes, more and more home furnishing brands have joined the war. For these already well-known home furnishing brands, the current situation is still relying on the existing product line to drive the sales of the whole wardrobe, which will gradually transform into parallel development of the two and rely on each other in the future.
Compared with the whole cabinet and the whole bathroom, the development of the whole wardrobe is a little late. However, just as the whole cabinet has been gradually known and accepted by consumers for several years, the market prospect of the whole wardrobe is destined to be equally good. And as the "last piece of cake in the home furnishing industry", the overall wardrobe market is likely to be larger than the overall cabinets, because for most families, only one set of overall cabinets is needed, but it may have two or three sets of overall There are even more wardrobes.
In addition to the broad market prospects, relatively small market competition pressure is also a major reason why many home furnishing brands are competing to get involved in the overall wardrobe industry. At present, in any field of the home furnishing industry, there are dozens of more well-known brands, and the market is basically saturated. However, there are not many overall wardrobe brands with high visibility, so the pressure of market competition is not large. This rare market gap will attract more attention from home furnishing manufacturers.
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Overall wardrobe The last dark horse in the Chinese furniture industry
In recent years, Chinese people's home consumption has begun to pay attention to the overall art of life at home. People like to add more independent creativity and features to the home. The bedroom is the core of life, and the overall wardrobe and walk-in closet are more and more popular with families .