The full penetration of custom-made enterprises has not been spared as the traditional children's furniture in the subdivision field. On the one hand, the annual sales of several listed giants in the frequent flyer category furniture exceeded 100 million, and the annual sales of children's room furniture exceeded 1 billion. On the other hand, the traditional children's suite companies are losing ground.

The children's furniture market is swallowed up

Cut in with the whole house customization, occupy the entrance of the consumer side. With the continuous improvement of market competition, whole-house customization has gradually been accepted by the market and consumers, and has become the standard for home decoration in first- and second-tier cities. Although children's rooms are subsidiary products in the whole-house customization section, they can be equipped with whole-house overall solutions. The express train of the scheme realizes bundling sales and smoothly completes the front-end interception. On the other hand, traditional children's furniture companies start with a single category, and children's furniture is at a back-end disadvantage in the entire home improvement procurement chain (hardware-kitchen and bathroom-suite furniture-children's furniture-soft decoration). Really demanded passenger traffic has obviously undergone several interceptions. Even with real demand, customers' home improvement budget balances are often stretched.

Function-oriented, respond to consumption upgrades. With the advent of the era of consumption upgrades, the situation where the traditional way of competing with product appearances to dominate the world is gone forever. Consumers are becoming more and more rational. In addition to attractive appearance, consumers will open cabinets, open drawers, and even buy furniture with a tape measure. The rise of custom-made companies is to seize this wave of market opportunities, with functional pragmatism as the guide, and putting a lot of effort into storage and hardware configuration experience, it can be said to be at the point.

The mode of thinking raises the ceiling, with the goal of increasing the customer unit price. Customized companies participate in the trilogy of market competition: enter the market with cabinet systems, first focus on cabinets in the whole house-gradually use cabinets to drive the integration of important activity furniture categories in each space, and achieve the maximum unit price of space customers-with data Based on chemical operation, we will focus on a certain space or a few spaces where market demand is surging, and further cultivate the market by optimizing the overall solution. It is through these three steps that custom-made enterprises have completed the development and protection of customer unit prices.

The last three opportunities for traditional children's furniture companies

In comparison, the unit price of traditional children’s suite companies is gradually shrinking. You will find that the wardrobe is not selling well, the dressing table is not selling well, and the composition of the unit price is almost broken. If reforms are not carried out, you will not be far in the future. You will find that these children's brands will gradually become the integration targets of customized companies and will be marginalized by the market.

Although customized companies have shown good market response at this stage, they are far from reaching the ceiling of demand response and market deepening. As the competition intensifies, the infinite extension of the concept of customized enterprises will bring new problems, and no one can "eat the whole world with one trick", but this is not the topic we focus on in this article. We also hope to regard the emergence of customized companies as the catfish effect of the market, opening up new ideas. In contrast, traditional children's furniture companies still have three important market opportunities:

① Traditional children's furniture has been accumulated for many years in the expression of product tonality, and the understanding of style is deeply rooted. This is one of the core demands of consumers and one of the core competitiveness of customized enterprises.

②The children's furniture camp is the result of market segmentation. The competition in this segmentation market is relatively loose, leaving a certain period of time and opportunity for the transformation of this industry. There is no definite number of who will eventually get it.

③The implementation of the national two-child policy will increase the market demand for children's furniture, and this dividend will be gradually released in the future.

The market changes brought about by customized companies have become an indisputable fact. If you do not become sober and do not make changes and explorations in the already fierce competition, you will be in danger of being further squeezed or even eliminated in the future. The situation is already very serious, and traditional children's furniture companies need to return to the original point and return to zero in time. Re-examining the competitive environment of the market, taking the strategy first, and only by looking at the current market structure as a whole, can we take the path of real change.

Looking at the way out of finished products enterprises from traditional children's furniture

Traditional children’s furniture is like this, so what about finished furniture companies? A common problem of traditional finished products companies is that they continue to introduce new product series to cater to the ever-changing consumer market, and the product life cycle is getting shorter and shorter. More and more frequently, after all, it is exhausted and powerless. For customized companies, although they lack the ability to develop sets of furniture, they have a deep understanding of the concept of standardization, and have a better understanding and pious attitude to the concept of "parts are products".

At present, traditional suite furniture has been broken up. Of course, this does not mean that the furniture no longer needs to be matched, but that it will be assembled in another way, that is, reorganization. Reorganization refers to switching from the original practice of developing a series of many products to ** building a standardized parts platform, and then adding non-standard components to combine them into any product you want. Once the platform is built, it can be fissioned in a mushroom model to achieve unlimited assembly and output with a limited number of parts to meet the diverse and even individual needs of customers.

It can be said that for many traditional finished suite furniture companies, if they do not become sober and do not change in the already fierce competitive environment, they will be further squeezed or even eliminated. This is only an analysis from the perspective of product development ideas. In addition, the degree of informatization, channel innovation, big data construction, and cross-border integration thinking are all threatening traditional enterprises.