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Modern people pursue individuality, fashion, and home products at home, and of course they also want to have a unique style. The diversified and personalized needs of consumers were quickly captured by home producers, and custom homes began to emerge. A few years ago, custom homes only stayed in single-piece, single-class furniture such as wardrobes and cabinets, and now they have spread to the whole house and all-class homes. The benefits of customization are self-evident, not only to meet consumer needs, but also to strengthen the relationship between business and consumers. Today, customization has become a buzzword in the industry. However, the reporter found that although almost every home furnishing company claims to carry out customized services, it is still a small part of the business. It is worth noting that the lack of customization is currently difficult to become mainstream, but the industry believes that the prospect of home customization is still very broad. Customization is to make products that suit them according to their needs. To put it bluntly, consumers have ideas, and home-made manufacturing companies help them. And the company has ideas, made products for consumers to choose, is not customized. Phenomenon: Home furnishing companies are custom-made custom homes are not new in the industry. Many whole cabinets, wardrobes, bookcases, etc. can be customized. As long as the brand is approved and a deposit is paid, there are special designers who come to the door to measure and customize the furniture according to the preferences of consumers. Including Sofia, Europe and other brands, all offer customized services, custom wardrobe has become a feature of Sofia. This year, Red Apple Furniture also launched a versatile custom closet. Brands that used to provide customized services, mostly wardrobes and cabinet brands, now almost every home furnishing company wants to enter the custom field. Wesson Ceramics makes high-end customized services on the Internet, according to the needs of consumers, to make some special, non-standardized tiles. Mudsmith is a company specializing in the production of hand-made bricks, which can provide unique hand-made tiles according to customer needs. In addition to ceramics companies, bathroom companies also want to share in the custom market. Since the beginning of this month, the first batch of custom bathroom space stores of the domestic kitchen and bathroom brand enterprise “Jiumu Kitchen and Bathroom†has been completed one after another. It is expected that the goal of 200 customized stores in China will be achieved in 2014. As the first enterprise in China to try to customize the whole bathroom, Jiumu Sanitary Ware is more about marketing innovation than product innovation. Jiumu advocates 4D marketing, which means integrating data marketing, design marketing, experiential marketing and service marketing in the terminal store. Bedding companies are also involved in the custom market. Mousse Bedding opened a flagship store in Chancheng recently. The person in charge of the brand revealed that the store provides customized services to customize the mattress suitable for them according to their height, weight and bone condition. Shangpin Home is the forerunner of custom homes, and also made the first bucket of gold in the custom market. Different from other brands offering single and single product customization, Shangpin Home Furnishing provides full house customization, and its core resource is the designer. The designer combined with the decoration style to help the owner design a unique home product, which is loved by young and middle-aged consumers. Observing: Integrating resources between companies needs to work closely together. It is true that there is no shortage of facts: in addition to the brands that specialize in customizing homes, companies that do custom-made homes, custom homes account for a very large amount in the entire enterprise. Less, probably less than 1%. Some home business leaders revealed that companies do not want to develop into a main business, but need to have this piece to attract more customers. In addition, the provision of customized services is also a demonstration of the strength of the company, which is conducive to establishing a good corporate image. Although customization is currently difficult to become mainstream, in the interview, almost everyone in the industry believes that the customization market has broad prospects. The reporter also noticed that single and single-brand brand customization is moving towards multi-brand integration and overall customization. Kitchens and bathrooms are generally adjacent in the living room, and modern people generally purchase them in a unified manner. One of the secrets of Zhangye’s kitchen and bathroom business is that it is still very prosperous. The secret of this is that there are only two major categories of products, but they are closely related. “When some houses in Germany are renovated, the bathtubs, tiles, ceilings and other things in the bathroom are made at one time. Domestic owners generally have to purchase parts separately to make a bathroom.†Mona Lisa’s director Zhang Qikang believes that the standard The entire bathroom can be installed in the community. If a company produces both ceramic tiles and sanitary products, such as Dongpeng, the product line is long enough and there are enough categories to make the overall kitchen and bathroom more advantageous. But related appliances need to integrate with other brands. Therefore, in order to customize the kitchen, kitchen, and bathroom, designers have more advantages in integrating these resources. Designers generally cooperate with enterprises, understand consumer needs, and integrate resources of all parties. Extension: To do mass customization, the company must re-engineer. In the survey, the reporter also found that the price of custom home is much higher than the price of the standard home, and some even more than double. Take a shoe cabinet as an example. The average may only cost five or six hundred yuan, but the custom shoe cabinet may reach 1,000 yuan or three or four thousand yuan. The materials may be similar. The biggest difference is the pattern, internal structure and size. With the “post-80s†and “post-90s†becoming mainstream consumers in the home market, considering their acceptance and demand for customized homes, it is reasonable to say that companies should vigorously develop customized homes, but this is not the case: most companies only Customized homes are attached to traditional bulk home production. Industry insiders told reporters that the reason why companies do this is hard to say: personality customization is called “flexible production†by enterprises, and it is about the whole process of process reengineering, process reengineering, production reengineering and logistics reengineering. Flexible production and the traditional mass production methods of enterprises are vastly different. This is a subversion of production mode, that is, converting mass production into kit production, and changing logistics, even marketing mode... can be said, custom Production is “to take the lead and move the whole bodyâ€. It costs too much manpower, material resources and financial resources. It may even need to set up a department to customize, and the cost is too high. Products seem to sell expensive, but companies may not have too high a profit. Case: Shangpin Home Matching finds the market “Blue Sea†through the whole house customization. Shangpin Home Match is the “original ancestor†of the whole house customization in China's home furnishing industry. Founded in 2004, this company is a furniture company that emphasizes the rapid development of high-tech innovation. After the establishment of Shangpin's house, it gradually formed two highlights. First, everything started from service, with free design and more customization. Second, everything started from the demand, and the Shangpin home was sold with cabinets and wardrobes. It also allows consumers to participate in the design of furniture, to provide customized furniture for the whole house, and to provide a complete home design solution for free.