The couture track is full of heroes, Oupai, Man Wah Holdings, Hollywood and others get together to enter the game

In recent years, the subdivision track of high-end customization in the home furnishing industry has been heating up year by year, becoming a special landscape in the home furnishing industry. In addition to established high-end brands such as A8 Space, Tucson, Weifa, Mulimuwai, and Nobeni, listed home furnishing companies such as Oupai, Man Wah Consolidated, Holike, and Dinggu have also entered the market one after another. Set off a high-definition "dark war".

Demand for high-definition upgrades is booming

As a subdivision track of the custom home furnishing industry, high definition does not account for a large share of China's custom home furnishing market. However, in recent years, with the iteration of consumer subjects and changes in consumption habits, the trend of creating differentiated advantages in the home furnishing industry with personalized design has become prominent. Puding has been unable to meet the home improvement needs of the middle class, and there is a large market gap. Even under the epidemic, the scale of the high-end home furnishing market is still expanding rapidly, and many brands have entered this blue ocean. With the release of consumption potential and the continuous expansion of the affluent class above the middle class, the high-end home furnishing market is expected to expand.

Haute Couture is an overall home furnishing service with design literacy, cultural background and life taste, covering the whole process of design, service and delivery. Since the first year of couture in 2020, the high-end upsurge in the home furnishing industry has lasted for three years. With the rapid iteration of products, brands, channels, and business concepts, the industry has gradually matured.

In fact, haute couture is defined from the market dimension, behind which is the continuous update and iteration of consumers' needs for home life. With the improvement of residents' consumption level, the individualized demand is released, the middle-income group has gradually become the main force in the home furnishing market, and the consumer demand for complete decoration and retail home furnishing is also upgraded to high-end and customized.

Xu Baiming of Shenzhen Furniture Research and Development Institute believes that the emergence and collective recognition of the trend of haute couture stems from the redefinition of the concept of "home" by contemporary consumers, as well as changes in consumption habits and upgrades in living styles. People need a home with a humanistic tone, a sense of design/art, emphasizing individual preferences, and complete living functions, and considering that the new home improvement needs are more from improved housing, they hope that design, construction, and delivery can be completed in one step.

As he said, couture has become a trending element in the home furnishing industry because of the high degree of homogeneity of traditional custom-made furniture, and the company is committed to "selling boards" as much as possible in order to increase the unit price of customers, so the sense of beauty and value are obvious Insufficient, the flag of high definition is erected high, which is conducive to improving the design taste and overall quality of custom-made furniture.

From high-definition to light high-definition track competition intensifies

At present, the high-end home furnishing market can be roughly divided into two "factions". One is a vertical high-end home furnishing brand that started with high-end customization and focuses on high-end customization, such as A8 Space, Tucson, Weifa, and Mulimuwai. , Nobeni, RARA, OOMOO, ruler wood, Jorkins, etc. They have accumulated in the market for many years and have certain dealer and customer resources.

The second is comprehensive home furnishing brands, most of which have developed in the custom home furnishing industry for many years. G9, Dinggu’s Latop Napu, Dawangye’s Space and Space, Clover’s Leather Haute Couture, Opie’s miform, Man Wah Holdings’ Naku, Hollywood’s HD Jiji, etc.

As more brands enter the haute couture market, the track is getting crowded and the competition is becoming increasingly fierce. Enterprises call it "too big". In this case, light high set also came into being.

On the one hand, some brands have begun to explore the consumption level with differentiated positioning, expand the consumer group, and increase the brand's market share. On the other hand, in order to expand new markets, first- and second-tier brands have independently launched customized sub-brands that are light and high-end. In addition, on the outlet of high definition, some traditional furniture companies have also transformed into the market, hoping to get a share of this market.

Judging from the participation in the China Construction Expo in July, brands such as Simi, Marg Boutique, Nanyang Dick, Piano, Dinggu, Libo Home, OOD, Fadio and other brands have entered the market.

After Sophia completely acquired Simi France this year, Simi France has upgraded its brand strategy to "high-end whole-family customization" and entered the light high-end track. French Simi said that under the transformation of Chinese mass consumers' demand for high-end home life quality, it will bring more people a quality life of "high-end ≠ high price across the board". At the Guangzhou Construction Expo, Simi joined hands with top luxury artists to jointly create a full series of S series products on the banks of the Seine, setting the tone light and high.

Also at the China Construction Expo, the Mage sub-brand——Mag boutique custom brand was released, focusing on the consumer demand of the "new middle class" and laying out a light and high-end subdivision track. Apparently, together with Marg’s boutique customization brand, which is positioned to serve middle and high-end groups, Marg Whole House Customization, and Marg Ji, which is positioned to serve high-net-worth groups, will realize the full coverage of different consumer groups in high-end whole-house customization.

Nanyang Dick expresses new design and living concept with "light high-end", and presents with "new solid wood".��Young and fashionable lifestyle. In Nanyang Dick's view, "light high-end" is not a pile of luxury materials, nor is it an inflated price under the wind of concept exaggeration, but on the basis of quality and design, it realizes the ultimate fit of users' high-grade life and creates a respect for users. , Close to the user's high cost performance.

Piano also announced a comprehensive upgrade of the brand, and insisted on the light and high-end brand positioning led by design. Piano said that with the continuous upgrading of home furnishing consumption, consumers have more and more demands for one-stop shopping and the integrity of home decoration. High, Piano adheres to the strategic positioning of light high-end, takes a differentiated route with original concepts, and actively promotes the integration of the whole case to meet the needs of home furnishing in the new consumer market environment.

Major brands have entered the light high-end market, and their product styles and service systems have their own merits. On the whole, the industry's consensus on light high-end clothing is based on high-end clothing and general clothing. By simplifying the design, optimizing the process, and reducing material costs, the A customized way of advanced custom furniture with a more affordable price to meet consumers' needs for personalization, comfort and quality. At the same time, the enterprise also realizes the improvement of commercial value.

From high-end to light high-end, the trend of high-end is attracting more brands and dealers. The "China High-end Home Furnishing Market Research Briefing" shows that many leading high-end brands have around 50-100 distribution points, and some of them are advancing to 200, covering Guangzhou, Shanghai, Shenzhen, Chengdu, Chongqing, Nanjing, Wuhan, Most first- and second-tier cities such as Changsha, Hefei, Foshan, Xi'an, Zhengzhou, and Shijiazhuang, as well as third- and fourth-tier cities with strong economies such as Luoyang, Mianyang, Changzhou, Jinhua, and Zhongshan. The pace of market expansion has not stopped, and even more rapidly.

The high-end track has not yet formed a red ocean, and with the intensification of competition, who can win in the end will test the comprehensive capabilities and integrated solutions of various companies in manufacturing, product design, supply chain, and delivery services.