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In the second half of 2017, custom homes were very popular and were completely released in March 2018 at major furniture fairs in Guangdong. In the spring furniture exhibitions in Guangdong in 2018, the product trend is very obvious, three key words: custom, new Chinese, solid wood. The rest are general. It can be seen from the three keywords that services, design, and materials have leapt to the historical stage. These are real, compared to the previous business models, distribution channels, and scene experiences. These are the underlying logic.
Customizing the underlying logic
When a lot of media people are disdainful of custom homes, when people criticize the custom home, it is like a slap in the face, playing very crisp. Why is it customized? We analyze its internal logic.
First, the arrival of the era of personalization
Due to economic globalization and the development of the Internet, everyone is a self-media platform. Everyone can use their own eyes to dissect current affairs on a platform, and business becomes transparent. Transparency brings about the collapse of “authorityâ€. The “authority†here refers to the authority created by relying on the resources available in the traditional commercial society. Its own true authority is transparent, and its authority is full of variables. The true authority is the value ontology that has been selected through the dimensions of truth, essence, altruism and creation. The authority collapses, the individual grows, and the individual no longer attaches to authority, fully releasing self-worth. From the bottom logic, people are pursuing self-identity recognition in all aspects of life. In the industry, it is inevitable that products full of personality will be popular. Custom homes are a big step in personalized presentation.
Second, people's cognitive upgrades
The development of the economy has always turned from extensive to economical, and gradually eliminated the old and inefficient model. This is not determined by some subjective factors, but as people's income increases, the sense of security of life increases, and the value utilization of resources must be considered in the input of resources. Personally, the same is true. People can work for the first time. If I am worth 100 yuan per unit time, you will give me 90 yuan. It seems to earn 90 yuan. In fact, from the opportunity cost, Was lost 10 yuan. People no longer make money to make money, but discretion is not worth it.
Inferring to the home field, the house, at such a high price, must maximize the use of its space. Minimize the overall investment and increase the use as much as possible. This wealthy and poor, even the top rich, will not spend a lot of money to do some stupid things, but through a lot of cost and benefit calculations to make decisions. Undoubtedly, custom homes fit this logic.
Third, social acceleration
Professor Wu Jun made a reasoning in "The Light of Civilization", counting from the 13.7 billion years before the birth of the universe, having the earth 4 billion years ago, having water hundreds of millions of years ago, and having single cells 100 million years ago. Millions of years ago, many cells appeared, tens of millions of years ago, the species exploded, millions of years ago, humans, tens of thousands of years ago, humans ruled the earth, thousands of years ago, the emergence of agricultural society, hundreds of years ago industrial The arrival of society, a few decades ago, the modern industrial society - the era of knowledge economy, a few years ago, the era of intelligence began.
Society is evolving in an accelerated way. As a result, any model that cannot improve efficiency will gradually become weaker. There are two kinds of efficiency improvement: 1. saving time; 2. saving capital cost; 3. saving energy cost. Custom home is a big home project that combines time cost, capital cost and energy cost.
The underlying logic is the constant general rule that sinks to the bottom. Behind the external blossoms, behind the sleek and exaggerated, the ups and downs are affected by the underlying logic. Deviated from the underlying logic, although it is not too long, not to mention that some are not good.
Although it can't be said that custom homes meet the three dimensions of social development above, it can be said that custom homes are bound to flourish. However, if you use these three industries to apply these three dimensions, they will be excluded.
The transformation of finished furniture enterprises
At the beginning of this article, the custom furniture at the Guangdong Furniture Fair will flourish. Do the custom-made plate, do the custom for the solid wood, do the customization of the sofa, and fight in the rivers and lakes.
Is the custom home a pit, or a pit, or a pit? !
The development of custom homes is divided into three phases. First, by the amount of material; second, multiple choice; third, super custom.
According to the “suggested demand†of the consumer, Party A provides certain options to solve the specific problems of the consumer, such as size, color, layout and so on. There are not many options. The company is determined by the independent determination of consumers' needs and consumers are passive.
Multiple choices refer to the fact that the enterprise itself has a large resource allocation capability and can integrate other resources in the industry chain. In terms of selectivity, it can not only solve the actual problems of customers, but also expand the cognitive space of customers. Give them a better choice. Guided by consumer demand, the resource side is required in reverse.
Super-customization refers to the custom-made home enterprises can be based on the data information, values, future career development, social trends, etc. provided by consumers, from the current (household data, social status, expectations), future, pursuit and other dimensions The best solution is provided, and when the consumer needs to change it later, it is easy. This is the future of customization.
From the above three stages, the traditional finished furniture company can ask which stage of its customization is in place? Is it a follower or a leader? If you are in the first two stages, you will fall into a chaotic battle, then have you made a strategic deployment from the third stage? If not, then the future is awkward.
This is by no means an alarmist, because the underlying logic of social development is acceleration, you are not ready yet, and those needs have come. Those who do not seek for the world are not enough for a moment.
It seems that for home furnishing companies, it seems that many companies are wrong in customizing this road. Yes, you are already on the wrong road. You can only go a little more correctly on the wrong path - if you don't have a long-term plan for a customized strategic deployment.
For home furnishing companies, how can we adapt to this business society? Please follow the underlying logic of society. One of the underlying logic: the era of personalization. In the era of individualization, industry specialization is required. This can also explain why Internet companies' unicorns can survive because specialization adapts to the era of personalization. Then you will ask, are the companies that make the platform not developed and are they cows? Yes, because the platform company is solving the social efficiency problem of acceleration, it is the underlying logic.
Concentrating on one thing is the right choice for the industry.
April 14, 2023