Attacking high -end customization, stainless steel home has ushered in an explosion period

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  1. Furniture thinking Wang Jie: In the past ten years, custom home furnishings have run out of the Chinese speed of double digits.
    In the development of high -speed development, from the design, research and development and manufacturing of the back end, to the front -end brand, customer acquisition, channel and service, all have established a mature model. At the same time, the market has also entered the stage of homogeneous competition. The analysis believes that the customization of mass consumption has been saturated, and the high -end custom home furnishings have just begun. The consumer demand has gradually released, the blue ocean situation is opened, and a new growth curve may run in the future. From the perspective of 2020, high -end home customization can be said to be highly sought after.
    Recently, a news has attracted much attention. At the Shenzhen International Furniture Exhibition, which was unveiled on August 20, Pepsi once again made high -end customization and launched Janeyi cabinet, Jianying series cloakroom, Jianyingwei bath cabinet/balcony cabinet, etc. A variety of stainless steel custom home products have won unprecedented attention. The general manager Wang Wenzheng delivered a speech on the International Hardware Housing Industry Forum "High -Dingxin New Trend -Stainless Steel Home", which caused heated discussions.

    Wang Wenzheng, general manager of Pepsi Home Furnishing
    At the previous July Construction Expo, Pepsone's high -definition products have also attracted much attention. With more than ten years, Pepsi has raised the advantages of stainless steel home furnishings. It has successfully established differentiated competitiveness on the custom home battlefield that has been in hot competition. The industry generally gives good evaluations.
    Rise
    The new forces of stainless steel home furnishings in high tide
    The current home furnishings are mainly concentrated in custom home furnishing sectors, mainly cabinets, wardrobes, etc. Closer to the direction, provide a one -stop home purchase service. In terms of specific practices, starting from the perspective of brand positioning, main materials, hardware, craftsmanship, design, etc., find a way to enrich the high -definition connotation, and shape high -definition brand recognition.
    The first -line custom -made home enterprises in the head position, trying to use high -level to tear up the mouth of the high net worth consumer market, enter high -end houses, and seek a breakthrough in price warfare and low profits. And some small and beautiful brands, trying to open up some circle markets through high -definition of differentiated competitiveness, avoiding homogeneous mass confrontation.
    In the power of chasing high -end customization in various ways, stainless steel custom homes have emerged. Thanks to the continuous accumulation of design, process, market cultivation and consumer reputation over the years, this category does have become better and better. The head enterprises represented by Pepsi not only attracted a lot of dealers and customers, opened the situation of real estate hardcover, and more importantly to win the recognition of high -income families, and then promoted this product from the edge of the stage to move from the edge of the stage to the edge of the stage. center.

    The time before 2006, the stainless steel home products at that time were mainly cabinets. They were regarded as industrial or commercial products. With the advantages of environmental protection and durability, they were mainly used in hotel kitchen Only a small number of consumers who pursue cost -effective consumers can buy it. However, due to the low face value, cold appearance, and single shape, it is difficult to be widely accepted by the public, and the entire market is in its infancy.

    By 2006, Pepsi, who has been working in the wooden cabinet for a long time, transformed stainless steel cabinets. This team has previously accumulated more than 10 years of experience in the cabinet industry. I know the cabinet design, manufacturing, technology and consumer markets. It is found that stainless steel home products have better performance than traditional boards, so they decided to do their best to do home stainless steel cabinets. Their approach to materials is to introduce 304 stainless steel into home cabinets to become a pioneer of food -grade environmentally friendly stainless steel cabinets; at the same time, do full homework in design and face value. Starting from this year, stainless steel cabinets have entered the brand -oriented business stage for the family market.

    During this period of time, a large number of stainless steel brands joined, and the stainless steel home furnishings were very lively for a while. Many main companies have made hard efforts. On the one hand, they start to introduce automated equipment and use new processes to improve the surface effects to make wood grain, cloth patterns, stone patterns and other styles. The shape of the shaped panel realizes the diversification of the shape.

    The frequency of product and technical iteration is significantly accelerated, and there are disruptive new products that come out almost every year, such as the process of all steel cabinets and A8 cabinets on Piban in 2011; "Metal Honeycomb Plate" obtained a practical new patent certificate in 2016. A large direction of stainless steel cabinet is to be aligned with wooden cabinets in the face value, and realize the performance of durability and environmental protection.

    If in 2017, it is worth mentioning, that is, the "Technical Regulations for the Application of House Stainless Steel Kitchen Cabinet Application" led by the Guangdong Cabinet Industry Chamber of Commerce.

    The standards of standards means that the product has been widely recognized. Like solid wood cabinets and board cabinets, it has become a consumption trend and home trend. At the same time, with the standards that can be followed, we can better ensure product quality and promote the healthy development of the entire market.

    and in 2017, the craftsmanship and design of the stainless steel home has improved again. Some head companies can already make the product effect that comparable to sheet -style home. And it is the emergence of exquisite and elegant products, the extensive coverage of sales service outlets, and the advantages of stainless steel materials itself, and the soft -and -mixed artistic design of rigidity and soft steel furnishings further broaden the market and enter the high -end field. In the house.

    The new key changes occurred in 2020. The market attention of the high -end custom home furnishings rose rapidly, and many of them were cast towards stainless steel home. We noticed that at the Jianbo Fair and Shenzhen Furniture Show in August, the appearance of stainless steels had received a warm response. The stainless steel brand won multiple booths, and the popularity increased greatly. There were many distributors on -site consultation, the factory inspection, and even the signing of contracts.

    Igine n behind the market is popular
    stainless steel home can win market recognition, gradually develop into mainstream categories, and can also step on the rhythm of mid -to -high -end customization. This is not As mentioned above, as described above, it has undergone more than ten years of bumpy evolution. With the insistence of entrepreneurs and designers and engineers, it has reached today and broke into a new round of home consumption upgrade.
    In in addition to the continuous evolution and upgrading of products and technology, the driving force behind this also benefits from the advantages of stainless steel home itself, the continuous improvement of consumer recognition, the increase in supporting demand for hardcover engineering, and the main companies such as Pepsi and other main companies Promotion.

    The advantages of stainless steel home itself
    The products in the industry as an excellent product as an example. Eight keywords such as moldy, non -deformation, and termites.
    environmentally friendly health is the prominent advantage of stainless steel home products. Some excellent products use 304 stainless steel to meet the standard of food -grade and do not contain formaldehyde. Worry.
    and environmental protection consumption is a key factor affecting purchase decision -making. According to the "Tmall Nest Family Livable Trend Guide" issued by Tmall United IKEA and First Financial Business Data Center, 39%of post -90s consumers believe that environmental protection concepts and materials have become more important. According to a survey of dads, the 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. Durable is also bonus. Generally, it is 50 years of service life. The warranty time is longer than wooden cabinets. Most of them are integrated. The countertop and the water basin are formed. It can ensure that the corner position has no connection port, no stains, no sanitary dead corners, and enhance the beauty of the product. In addition, the coverage of stainless steel can undoubtedly prevent long -term erosion of water stains, let alone worry about mold. Furthermore, there are no cockroaches to enter and exit and reproduce the space of the space.
    The consumers are very concerned about stainless steel home products
    This to Gao Ding, the driving force for underestimation comes from consumers. After many years of market cultivation, more owners understand stainless steel materials and come into contact with more stainless steel home products. This category is no longer a strange existence, but has entered millions of households. The more contact, the more you understand, the good things are good, the recognition continues to rise, and naturally there is a broad world.
    It in the concept of furniture consumption in China, face to face is that there is a grade, good image, and capable of getting it; there must be a container, that is, durable and easy to use, and it will not be easily broken. This is what can be done by stainless steel customization. , Can solve the difficulty facing wooden furniture, and then win the welcome of middle -class and wealthy classes.
    The increase in the proportion of hardcover house delivery is also a good good for customized home furnishings. Domestic hardcover delivery has reached about 32%, and the supporting rate of cabinets and bathroom cabinets is very high, close to 100%. At present, the main position is wooden products, and the share of stainless steel products is increasing.
    . Its advantage is that stainless steel cabinet customization can reduce a certain cost, and the delivery efficiency is higher, and there is no need to worry about the problem of moldy and moldy. Furthermore, because the owner's recognition of stainless steel cabinet products has improved significantly, it is more environmentally friendly and durable than traditional wooden products. As a result, a hardcover room with stainless steel cabinets will be favored. For developers, the house will be sold better.
    The joint enterprises such as Pepsi and other main companies and merchants to further stimulate the market's consumption enthusiasm. This is also a key factor in the stainless steel home market that can be enlarged and can step on the trend of medium and high. According to observations, in recent years, the head brands of stainless steel cabinets have not only increased significantly in the cabinet's revenue, but also customized to the whole house cabinet and advanced to high -end. Essence

    Breaking the situation
    's high -definition layout of Pepsi
    On the high -definition stage of stainless steel home, Pepsone is a representative company. According to public information, as early as 2018, Pepsi has proposed the positioning of high -end customization of stainless steel cabinets. The complete VIP system has been updated and Hu Jun is invited to endorse.
    By 2019, a number of high -end custom -made products of stainless steel home furnishings have been launched, such as platinum space board series, the county home series, light luxury · new Chinese series, Okano cabinet, Isa cartoon cap room, Pin Shang The series balcony cabinets/bathroom cabinets, etc., and established a light luxury living hall of 1,600 square meters in the marketing headquarters.
    Over speaking, it continues to cultivate stainless steel cabinet products for 14 years. Bai Neng can accumulate rich experience, and then build outstanding advantages in the links of products, distribution channels, and hardcover engineering, and constantly dig deep into his moat.
    In as far as the product is concerned, on the basis of food -level health, non -deformation, no mold, not afraid of water, anti -termites, integrated molding, artistic beauty, and more durable Below the food -grade stainless steel door panel, a thick honeycomb aluminum filling is used, and the 360 ​​-degree tightly wraps, and then welded with anti -fingerprint stainless steel back panels to make the product's durability and aesthetic performance better.
    and Pepsone has explored a number of core process technologies, such as laser positioning embedded hinge holes, stainless steel tenon -and -mortise crafts, thermoplastic film craft board, ECE carat micromatine -resistant countertop, cabinet stress balancing structure, cabinet, cabinet stress balance structure, Metal honeycomb plates, etc. It is with these technological achievements that Pepsi can achieve 10 -year warranty and 50 -year warranty after -sales commitment.

    The 2020 Guangzhou Construction Expo and Shenzhen Furniture Exhibition, Pepsi showed a simple series 8mm ultra -thin stainless steel door panel. There are breakthroughs in products taking the simple and fashionable route. The focus is on design and space scenes, highlighting the high -end life style, and introduced some high -end new materials. The Jane Cabinet is designed with multi -function island platforms, with stainless steel quartz. A variety of auxiliary materials such as stone wood, equipped with ultra -thin door panels and immersive atmosphere lighting systems. More forward -looking upgrade measures are that this series is equipped with smart screens, and users can find recipes.

    Im intelligent integration into stainless steel cabinets
    In the change of another product strategy, starting from 2019, Pepsi is based on the core products of food -grade stainless steel cabinets to stainless steel wardrobe, balcony cabinet cabinet , Sanitary Cabinet and other products, and carry intelligent technology on multiple main products, develop from single categories to multi -category, realize the transformation from the overall stainless steel cabinet to the stainless steel whole house, and then broaden the application scope of stainless steel materials. Naturally, it is also naturally also. Can drive the company to climb to a higher platform.
    The expansion of distribution outlets, hundreds of national experience centers are distributed in key provinces and cities, supporting Pepsi's penetration in the field of stainless steel customization. Some dealers can achieve the annual turnover of tens of millions of yuan, which shows that the market space of stainless steel custom home furnishings is very large. In recent years, Pepsi has continued to maintain recruitment of urban dealers. At the Jianbo Fair and Shenzhen Furniture Exhibition this year, new dealers have joined.
    In addition to distribution retail, the hardcover channels have been incorporated into the core plan by Pepsi, and have accumulated several years of experience. Establishing a perfect engineering business system from previous preparation and project construction to later services. In the process of cooperation, Pepsi can start from three aspects: functionality, aesthetics, and practicality, providing developers with a variety of design solutions, and sample demonstrations on phase selection materials.
    In in the engineering service system, Baoneng considers the entire process. For example, each project has a senior project manager to follow up, and the installation and delivery process will also be followed up and coordinated. The team conducted a field return inspection and found possible problems and solved it; according to customer needs, providing price preferential maintenance services.
    The engineering records are quite beautiful. In recent years, many projects have been obtained. For example, in 2019, they cooperate with Xinyi Real Estate and deliver the first phase of talent room for Yulong Haoyuan within two months. The high -end residential project in Guangzhou also chose Pepsi home stainless steel cabinets, bathrooms, and balcony housekeeping cabinets.
    The on foreign markets, Pepsi has a long -term layout of engineering channels, and has now covered Europe, America, the Middle East, India and other regions.
    In general, the quality of hardcover delivery must be guaranteed, and large -scale construction and time are urgent. At the same time, it is necessary to ensure the supply of stores, which constitutes a great challenge to stainless steel home companies. Pepsi has long been deployed. The current two major production bases can meet the demand for large -scale engineering orders, and it is investing in the construction of industrial 4.0 R

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