On the morphological differences of three products

2022-07-22
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Six brands of the same profession are listed in half a year. Will this be the foam era of the whole house customized profession? Like Silicon Valley in those days? Those who have truly studied the profession of full house customization should know the answer, by no means. The birth and growth of this profession come from the promotion of China's spending. Over the years, the rapid development of China's real estate has made it more and more difficult to buy real estate. In addition, the personalized needs of consumers are also increasing. Traditional household goods have begun to be unable to meet the spending needs perfectly, and the whole house customized household profession came into being under this opportunity

no matter from which point of view, China's economy is definitely on the rise, so the whole house customization career will continue to be hot. As for the foam theory, if the technology foam in Silicon Valley is compared to a soap bubble, then the foam of the whole house customization career is more like a beer bubble. Is the beer without bubble still beer

positioning differences

whether we are willing or not, most of the commodity differences in the whole house customization profession are based on raw materials. Such a difference method is likely to continue for many years, and the raw materials of the whole house customization profession are mainly concentrated in three methods: wood-based panel, solid wood and board wood (part of solid wood and part of wood-based panel). The commodity structure and brand positioning corresponding to the three methods are very different

take the wardrobe goods in the customization of the whole house as an example. The panel is positioned to meet the needs of the masses. The raw materials of the cabinet body and the cabinet door are mainly man-made boards. During this period, the cabinet body is commonly used in particleboard (also known as solid wood particle board, Hexiang board, etc.), and the cabinet door is commonly used in density board for coating or film pressing finish. Because the density board has milling characteristics, it can be made into a variety of different personalized goods, accounting for the largest proportion of the needs of the mall

the solid wood is located in the high-end. The cabinet door is generally made of solid wood straight jointed board or finger jointed board as the base material, and the cabinet body has a variety of choices, such as straight jointed board, finger jointed board and multi-layer board. The quotation is generally high. It can customize most of the wooden household products, such as parapets, stairs, wooden doors, windows, and ceilings, except for the storage cabinet products, and can also present a variety of finishing effects through paint and construction technology. It is suitable for large house types or users with high quality requirements, and may occupy less than 10% of the market share at the top of the cost

board wood connection. Generally, the cabinet door panel and supporting components are made of solid wood base materials (or direct splicing, or finger joint, etc.), while the cabinet part is made of artificial plates. This kind of goods is almost the same as solid wood customization in appearance and vision, and it can also complete a variety of personality manifestations. Due to the natural wood friendly characteristics of human beings, the board wood goods located in the middle-end crowd need 20% - 30% in shopping malls

technical differences

the whole house customized commodity technology of panel type is relatively simple, and the large-scale planning and mass non-standard customization is easier to complete. For example, in some small workshop factories, the production of panel type commodities (cabinets) can be completed only through the three primary processes of cutting, punching and edge banding. Nowadays, large planned customized factories only pass these processes through advanced production lines and introduce information system management, With less manual intervention, it should be handled in a faster, better and more optimized way. The most brands are walking board customization routes, which are simple and few mistakes

due to the need for paint finishes and the strong plasticity and natural characteristics of its own wood, the technical difficulty of real wood whole house customization is increased. Many processes cannot be processed by simple production equipment, and even some technical information systems are not well coordinated. A considerable number of main processes need manual intervention

the characteristics of wood also enable solid wood customization to achieve more categories such as ceiling, wall, door, window, etc. the larger the quantity of goods in a single order, the more dimensions and specifications will be. Thousands of parts in a large order of full solid wood customization occur from time to time. The increase in quantity, the intervention of labor and other uncertain factors make the probability of wrong parts and missing parts in solid wood customization increase again

in dealing with the problems of wrong and missing parts, most factories adopt the pre installation mechanism, that is, the goods are assembled in the factory under the condition of white embryo. In order to ensure that the goods do not show significant color difference, or other unknown questions, then pre install again after painting technology

regardless of the unique differences of solid wood customization, such as different technology, raw materials, paint embodiment, pre installation cost, etc., which give the store a larger premium reason, solid wood customization has become a high-profit commodity system of customization profession, but it has been abandoned by large companies because it cannot complete non-standard personalized planning production and advanced human requirements. Although there are many companies that choose solid wood customized products as their primary products, most of the plans are relatively small

board wood connection is an evolutionary commodity in the process of career development. In the category of full solid wood customization, the cabinet parts that need large-area application of paint are customized with wood-based panels, cabinet doors and other external visible surface components using solid wood substrates, and the production is completed by using solid wood customization technology

as mentioned earlier, due to the high technical requirements and high difficulties of the solid wood part, many brands with board wood related products choose outsourcing methods in the solid wood part, producing cabinets from individual factories, and outsourcing factories produce solid wood components such as cabinet doors

outsourcing production has both advantages and disadvantages. On the one hand, the advantage is to leave the "trouble" to a third party. To be the best commodity, the disadvantages are more obvious. For example, commodity development is limited by a third party, production power is limited, and even the embodiment specification is also a third party specification. Therefore, some big brands either do not do it or build their own solid wood production lines. There is a large space in Banmu shopping malls, but there are great differences in commodity quality

future differences

based on the understanding of the masses of the automotive industry, we can also try to classify several commodity trends in the customization industry in this way. The pan luxury brands such as Ferrari, Rolls Royce and Bentley in the automotive industry mainly focus on all solid wood customization, while the categories mainly focus on wood connection are medium and high-end luxury cars similar to the first-class cars of running, BMW and Land Rover, while the ones based on pure plate can be considered as masses, Toyota Honda and other brands

similarly, we believe that panel customization, solid wood customization and panel wood connection will have different results in the future. From the perspective of current shopping malls, panel customization will be oriented towards higher production energy efficiency and more intelligent processing of customization needs, and continue to follow the road of large-scale planning non-standard customization. It is not impossible to present 10 billion or even tens of billions of brands in the future

there are two directions for all solid wood customization. One is to get closer to the more cluttered technology and personalized big house customization, serve the more high-end crowd, and take the road of extreme customization. The other is to rely on panel customization, try to complete mass production, reduce manual intervention, and reduce the probability of wrong parts, missing parts, color difference and other questions

the connection between board and wood is the middle zone. In the solid wood part, we try our best to deal with the non-standard customization of large-scale planning, while in the panel part, we learn from the pure panel customization, and do it in more detail and very well. It is not easy to carry out board wood connection customization. Because the crux will be stuck in solid wood customization, without dealing with the ability of solid wood customization, everything is empty talk. This is also the reason why many excellent brands end the solid wood customization line through buying, self construction and other methods

there is no good or bad connection between board, solid wood and board wood. The user needs of each category are different. Now that board customization has presented several listed brands, we have reason to believe that unicorns may also appear in the brands that focus on solid wood customization in the future

(origin: home state)

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