Entering high-end customization, stainless steel home has ushered in the explosive period

Home Thinking Wang Jie: In the past decade or so, customized home furnishings have run out of double-digit Chinese speed.

After experiencing high-speed development, from the back-end design, R & D and manufacturing, to the front-end brand, customer acquisition, channels and services, have established a mature model. At the same time, the market has entered a stage of homogenized competition. Analysis suggests that the customization for mass consumption has been saturated, and high-end customized home has just begun, consumer demand is gradually released, the blue ocean situation opens up, and the future may run out of a new round of growth curve. From the 2020 situation, high-end home customization can be said to be highly sought after.

Recently, a piece of news has attracted much attention, August 20 unveiled the Shenzhen International Furniture Fair, Bignon once again high-end customization, the launch of the Jane Yi cabinet, Jane Shadow series checkroom, Jane Shadow bathroom cabinets / balcony cabinets and other stainless steel customized home furnishings products, to win unprecedented attention. General Manager Wang Wenliao in the International Fine Décor Residential Industry Forum delivered a "high definition of the new trend - stainless steel home" speech, a moment of hot debate.

Hundred can home general manager Wang Wenzhi

And in the previous July Building Expo, Hundred can home high definition products also attracted attention. With more than ten years, Bignon borrowed the advantages of stainless steel home surged, successfully in the white-hot competition in the custom home battlefield, to establish a differentiated competitiveness, the industry has generally given a bullish evaluation.

Rise

Stainless steel home in the high tide of new forces

The current home high definition, the category is mainly concentrated in the customized home plate, to the cabinet, closet, etc., and to the direction of the whole house with the direction of approaching to provide a one-stop home to buy all the services. Specific practices, it is from the brand positioning, the main material, hardware, craftsmanship, design and other perspectives, to find ways to enrich the connotation of high definition, shaping the brand recognition of high definition.

Part of the first and second tier customized home furnishing enterprises in the head position, trying to borrow high custom to tear open the mouth of the high net worth consumer market, into the high-end residential, seeking price wars, low profit breakthrough breakthrough road. And some small and beautiful brand, seeks to shape differentiated competitiveness through high definition, open up certain circles of the market, to avoid homogenization of the mass confrontation.

In the various ways to chase the power of high-end customization, stainless steel customized home counts as a breakthrough. Thanks to more than a decade of continuous accumulation in design, craftsmanship, market cultivation and consumer reputation, this category is really doing better and better. Bignon as the representative of the head of the enterprise, both to attract a lot of dealers and large customers, open up the situation of real estate decoration, and more importantly, to win the recognition of middle- and high-income families, which in turn promotes this product from the edge of the stage to the center.

Time to push back to before 2006, when the stainless steel home products are mainly cabinets, is regarded as industrial or commercial products, with environmental protection, durability advantages, mainly used in hotel kitchens, only a small portion of the pursuit of cost-effective consumers to buy. However, limited by the value is not high, the appearance of cold, single shape and other factors, it is difficult to be widely accepted by the public, the entire market is in its infancy.

By 2006, a long time in the field of wooden cabinets cultivation of Bannen, transition stainless steel cabinets. This team has previously accumulated more than 10 years of experience in the cabinet industry, cabinet design, manufacturing, process and consumer market is very understanding, found that stainless steel home products have better performance than traditional panels, so decided to do all the home stainless steel cabinets. Their approach to the material is to introduce 304 stainless steel into the family cabinet manufacturing, to become the forerunner of food-grade environmentally friendly stainless steel cabinets; at the same time in the design and value of the homework. From this year onwards, stainless steel cabinets have entered the stage of branding for the family market.

During this time, a large number of stainless steel brands to join, a time of stainless steel home is not good. Many of the main enterprises have made painstaking efforts, on the one hand, proceeded to the introduction of automated equipment, the use of new processes to improve the surface effect, made of wood grain, cloth, stone and other styles of color, but also through the milling pressure groove made into a rounded panel, to achieve the diversity of modeling.

The frequency of product and technology iteration is obviously accelerated, almost every year there are subversive new products, such as the 2011 Baineng listed all-steel cabinets, A8 cabinet process; and the invention of the "metal honeycomb panel", in 2016 to get the patent certificate of utility model and so on. Stainless steel cabinets a big direction is, in the face value to the wooden cabinets on par, and in the durable environmental performance to achieve transcendence.

One of the 2017 is worth mentioning, that is, the Guangdong Provincial Chamber of Commerce of the cabinet industry led by the "residential stainless steel overall kitchen cabinet application technical regulations", which was initiated in that year to write, Baineng as the editor-in-chief unit.

The emergence of standards means that the product is widely recognized, and solid wood cabinets, panel cabinets, as a consumer trend and home trends. At the same time, there are standards that can be followed to better protect product quality and promote the healthy development of the entire market.

And by 2017, stainless steel home craftsmanship and design and a new promotion, some head enterprises have been able to make into comparable to the effect of plate home products. And it is the emergence of exquisite and elegant products, sales and service outlets of a wide range of coverage, the advantages of stainless steel material itself, coupled with the mix of rigid and soft soft art design of soft furnishings, so that stainless steel home to further broaden the market, and enter the field of high definition, appearing in some high-end residential.

A new key change occurred in 2020, the market attention of high-end customized home has risen rapidly, and many of these eyes are on the stainless steel home. We note that the appearance of stainless steel high definition in July's Building Expo and August's Shenzhen Furniture Fair received a warm response. Stainless steel brands took a number of booths, popularity increased greatly, on-site consultation, to the factory to visit and even sign a number of dealers.

Review

Behind the market popularity

Stainless steel home can win market recognition, gradually develop into a mainstream category, and also step on the rhythm of high-end customization, which is not overnight, as mentioned above, it has experienced more than a decade of bumpy evolution, in the entrepreneurs and designers, engineers Only under the persistence of the entrepreneurs and designers, engineers have come to today, breaking into a new round of home consumption upgrade track.

The driving force behind this, in addition to the continuous evolution and upgrading of products, technology, but also thanks to the advantages of stainless steel home itself, the continuous improvement of consumer recognition, the growth of supporting demand for hardcover projects, as well as the promotion of the main enterprises such as Bignon.

The advantages of stainless steel home itself

Take the better products in the industry as an example, it can be summarized as food-grade health, artistic beauty, more durable, one-piece molding, not afraid of water, no mildew, no deformation, anti-termite, and so on the eight key words.

Environmental health is the outstanding advantage of stainless steel home products, some of the best products with 304 stainless steel, to achieve food-grade standards, does not contain formaldehyde, can make the cabinet and food direct contact, to dispel the customer's worries about formaldehyde and other harmful substances.

And environmentally friendly consumption is a key factor influencing purchasing decisions. According to the Tmall joint IKEA, the first financial business data center released the "Tmall nest home livable trend guide", 39% of the post-90s consumers believe that environmental protection concepts and materials have become more important. According to Dad's research, the post-80s and post-90s are more willing to spend money on environmental protection for their homes, accounting for more than 90% of the total number of consumer users. Durability is also a plus, generally 50 years of service life, warranty time is longer than wooden cabinets. More than one-piece molding, countertops and basins are molded in one piece, which can ensure that the corners of the location of the mouth without joints, no residual stains, no hygiene corners, and enhance the aesthetics of the product. Plus the use of stainless steel package cover, can undoubtedly better eliminate water stains long-term erosion, not to worry about the problem of mold. Furthermore, there is no cockroach moths in and out and breeding space holes, anti-morning and anti-moth-eaten quality is also better to wooden home.

Consumers are extremely concerned about the stainless steel home products

To the high definition of this step, can not be underestimated the driving force from consumers. After years of market cultivation, more homeowners understand stainless steel materials, access to more stainless steel home products, this category is no longer a strange existence, but into the tens of thousands of households. The more contact, the more understanding, think things are good, recognition is rising, and naturally there is a wide world.

In China's furniture consumption concept, to face, that is, there is a grade, good image, can take the hand; but also have a lining, that is, durable and good, will not be easy to break, which is precisely the stainless steel customization can do, can solve the difficulties faced by the wood furniture, and then win the welcome of the middle class and the affluent class.

The increase in the proportion of hardcover housing delivery is also a benefit to stainless steel customized home. Domestic hardcover delivery has reached about 32%, the matching rate of cabinets and bathroom cabinets is very high, close to 100%. At present, the main position is wood products, and the share of stainless steel products is increasing.

Its advantage is that stainless steel cabinets customization can reduce certain costs, delivery efficiency is higher, and do not have to worry about moisture and mold problems, in the delivery of home inspection is not prone to problems. Furthermore, because the owners of stainless steel cabinets products recognition has increased significantly, it is more environmentally friendly and durable than traditional wood products, the result is that, with stainless steel cabinets will be favored by the hardcover housing. For developers, the house will sell better.

Bignon and other major enterprises and businesses to promote the combined efforts of the market to further stimulate consumer enthusiasm, which is the stainless steel home furnishings market can be bigger, able to step on the key factors in the trend of high-definition. It is observed that in recent years, stainless steel cabinets started in the head of the brand, not only cabinet revenue has increased significantly, and almost all of them are customized to the whole house cabinets, high-end customization, visible market prospects have been confirmed.

Breaking

Hundred energy's high definition layout

In the stainless steel home high definition of the stage, Hundred energy belongs to a representative enterprise. According to public information, as early as 2018, Hundred Energy has put forward the positioning of high-end customization of stainless steel cabinets, the complete set of VIP systems have been updated, and Hu Jun's endorsement has been invited.

By 2019, a number of sets of stainless steel home high-end customized products were launched, such as the platinum space plate series, the Earl's House series, the light luxury - new Chinese series, the Ocano cabinet, the Ithaca checkroom, and the Pinsang series of balcony cabinets/bathroom cabinets, etc., and a 1600 square meters of light and luxury life hall was established at the marketing headquarters.

Objectively speaking, continued to plow 14 years of stainless steel cabinet products, Bannen has been able to accumulate a wealth of experience, and then in the product, distribution channels, hardcover projects and other aspects of the construction of outstanding advantages, and continue to dig their own moat.

As far as the products are concerned, on the basis of the advantages of food-grade health, no deformation, no mold, no fear of water, anti-termite, one-piece molding, artistic beauty, and more durable, Bignon also has a number of unique product features, such as food-grade stainless steel door panels below the use of thick honeycomb aluminum filler, and 360-degree tightly wrapped, and then welded fingerprint-resistant stainless steel back plate, making the product's durability and aesthetic degree of better performance. Better performance.

Moreover, Bignon has explored a number of core technologies, such as laser positioning of pre-buried hinge holes, stainless steel mortise and tenon process, thermoplastic film process board, ECE carat micro-drilling wear-resistant countertops, cabinet force balance structure, metal honeycomb panels, etc. With these technological achievements, Bignon has been able to provide a wide range of products and services to customers. It is with these technological achievements that Bignon can achieve the after-sales promise of 10-year warranty and 50-year warranty.

2020 Guangzhou Building Expo, Shenzhen Furniture Fair, Bignon show Jane series of 8mm ultra-thin stainless steel door panels stunned the scene, this year's Shenzhen International Furniture Fair in August, Bignon a few take the simple and stylish route to the product and have a breakthrough, focusing on the design and space scene from the beginning, highlighting the high-level living style, and the introduction of some high-level new materials, which is the Jane cabinets, the use of multi-function island table design, with a variety of auxiliary materials such as stainless steel + quartz stone + wood, equipped with ultra-thin door panels, immersive ambient lighting system. A more forward-looking upgrade measure is that the series is equipped with a smart screen that allows users to look up recipes.

Intelligent integration into stainless steel cabinets

Another change in product strategy is that from 2019, Bainen is based on the core products of food-grade stainless steel cabinets, and advances to stainless steel closets, balcony cabinets, bathroom cabinets, etc., and carries intelligent technology on a number of main products, advancing from single category to multi-category, and realizing the transition from stainless steel overall cabinets to stainless steel whole-house customization The company's new product line is designed to widen the scope of application of stainless steel materials, which will naturally drive the company to a higher platform.

The expansion of the distribution network, hundreds of national experience centers in key provinces and cities, supporting the penetration of Bignon in the field of stainless steel customization. Some of these dealers can achieve an annual turnover of tens of millions of dollars, visible stainless steel customized home market space is very large. In recent years, Bignon continues to maintain the recruitment of urban dealers, in this year's Building Expo, Shenzhen Furniture Fair, there are new dealers to join.

In addition to distribution and retailing, the finishing channel is included in the core program by Bignon, and has accumulated several years of experience, the establishment of a perfect engineering business system from the pre-preparation, project construction to the post-service. In the process of cooperation, Bignon can start from the functionality, aesthetics, practicality of the three aspects, to provide developers with a variety of design programs, and the application of phase selection of materials for sampling demonstration.

In the engineering service system, Bignon has taken into account the whole process, such as each project has a senior project manager to follow up the whole process, the installation and delivery process will have a full-time responsible person to follow up and coordinate, after the installation is completed, there will be a special team to carry out on-site visits to check and find out what problems may exist and to be resolved; according to the customer's needs, to provide a favorable price of the maintenance service.

And the engineering record is quite beautiful, and in recent years, we have taken a lot of projects, such as the cooperation with Xinyi Real Estate in 2019, and the delivery of the first phase of the Royal Palace of Talent Housing in two months. Guangzhou's Fengsheng 101 high-end residential project, also chose the Bannen Home stainless steel cabinets, sanitary ware, balcony housekeeping cabinets.

For the foreign market, Bignon also has a long-term layout of the engineering channel, which now covers Europe and the United States, the Middle East, India and other regions.

Generally speaking, hardcover delivery to ensure quality, and large-scale construction, time constraints, while at the same time to protect the supply of stores, stainless steel home furnishings enterprises pose a great challenge. Bignon early deployment, the current two production bases can meet the demand for large-volume engineering orders, and is investing in the construction of industry 4.0 R & D production base, will support the delivery of larger quantities of hardcover orders.

It is analyzed that under the impetus of the high tide of customization, the stainless steel home furnishings market, consisting of cabinets, balcony cabinets, bathroom cabinets, closets, and other cabinetry products, has the opportunity to usher in a new round of growth. Cooler products, a variety of colors and pleasurable scene space experience will attract more and more consumers to buy, and account for a certain share in the fine decoration channel.

And the whole industry will experience more intense competition in product development, design, scene experience, sales channels, delivery capacity and other aspects of the competition, the head of the brand such as Bainen will reap the biggest dividends.