Recently, sanitary ware giants and kitchen appliance giants have entered the whole-house customized home furnishings. For example, Jiumu 's two whole-house high-end customized stores have recently opened; Vatti Co., Ltd. said that the company has made customized home furnishings a key sector. Over the years, more and more companies have officially extended their hands to custom homes, and this trend deserves attention.
Jiumu whole house high-end customization dual stores are open together
htmlOn October 6 and 7, Jiumu whole house high-end customization Zhengzhou Red Star Macalline Zhongyuan Global Home No. 1 Store and Xiamen Dongdu Red Star Macalline Store opened one after another, marking that Jiumu officially entered the whole house customization home industry. These two stores have broken through the traditional home ceiling and successfully created a "high-value + high- square meter + scene-based" high-end concept whole-house store.
Zhengzhou Red Star Macalline Zhongyuan Global Home No. 1 store
In addition, this Jiumu whole house high-end customization also joined hands with Julius Blum GmbH Ulis Bailong Co., Ltd. (Blum Bailong for short) to reach a strategic cooperation relationship to jointly help the iteration and upgrading of whole house customization products. It is reported that Blum Blum was founded in Austria in 1952 and entered China in 2002. It is an international enterprise focusing on the production of furniture hardware accessories.
In recent years, Jiu Mu has made a lot of preparations in entering the whole house customization home. For example, in April 2022, the Jiumu Kitchen Cabinet Wardrobe High-end Customized Factory Project started construction in Yingdu Town, Nan'an City, Fujian Province. It is reported that the first phase of the project is invested 600 million yuan, with a total investment of 2.5 billion yuan.
"Vati Cabinet " Strategy upgrade "Vati Home"
Vati Latest news says that the company has made customized home furnishings a key focus sector. A relevant personnel from Vatti Co., Ltd. recently said in an exclusive interview with the media that Vatti Home Furnishing has an open mind and hopes to provide better supporting facilities and better scenario-based matching with the whole-house customization industry, not just focusing on its own products.
The 2022 semi-annual report released by Vatti Co., Ltd. shows that Vatti Home, as a high-end customized home brand under Vatti, focuses on three major areas: overall kitchen, whole-house customization, and smart home. From the perspective of products, in the first half of 2022, Vatti’s customized home furnishing business revenue was 209 million yuan, accounting for 7.49% of the total operating revenue, an increase of 10.64% year-on-year. It can be seen that customized home furnishings have become an important part of Vatti's second growth curve.
According to Vatti Co., Ltd., in terms of marketing, Vatti Home Furnishing has improved its online and offline channel marketing system. On the one hand, was holding the "Vati Home Marketing Summit and 618 Launch Meeting" to find new growth points in store business, introduce new marketing models, and improve the offline marketing channel system; On the other hand, , Vati Smart Home makes full use of Internet technology, mainly online platforms such as Tmall , JD flagship store, supplemented by online tools such as Cool Home , Enterprise WeChat , Micro-purchase Club, continuously expand customer acquisition channels, strengthen marketing matrix layout, promote the organic combination of online and offline, and improve terminal monetization capabilities.
cross-border customization, breaking through the growth bottleneck
In the face of the driving force of consumer upgrades, more and more enterprises are cross-border whole-house customization, multi-modal, multi-category, and high-end development. At the same time, multi-dimensional promotion covers multi-level market segments and enhances brand value.
bathroom brands have also entered customized home furnishings in recent years. For example, after Haiou Housing acquired Yacopolo Cabinets, it then acquired Champion Tile , and the industrial chain was further extended: from bathrooms, smart homes, hardware ceilings, to customized homes and ceramic tiles. In addition, Dongpeng, Hyundai Zhumei , a subsidiary of Country Garden , has also crossed the whole house customization.
Of course, currently cross-border customization companies are already powerful mature brands on the original track. For them, further integrating resources into brands, production, information, channels, etc. will help diversify operations and break through the growth bottlenecks that have already emerged.
The essence of customized home furnishings is "product + service", among which enhancing service awareness is particularly a test for enterprises. From customer acquisition, transactions, production to delivery, multiple links, channel development and marketing strategies have put forward higher new requirements for enterprises, and they are also the difficulties they face.
