First quarter Customized pavilion The average growth rate of nine listed companies in the home furnishing industry dropped directly to 9.33% from 36.96% in the same period last year. "Heaven" has really changed! How to interpret the truth behind the data?
The growth of gold in the past decade benefited from channel and market dividends
The first round of channel dividend for household enterprises is the sinking of market focus, which can support the natural growth of enterprises at a natural rate of 20% for three consecutive years.
The second round of channel dividends of household enterprises is the deep distribution and flat channel business model. The two rounds of channel dividends come down in one continuous line and are both deepening channels. The solution is to solve the problem of long and wide channels and high fragmentation caused by the scattered living of China's vast population.
Custom home is obviously a representative industry that has enjoyed the dividends of flat channels.
In the past few years, brand customized home furnishing enterprises have, without exception, accelerated the expansion of outlets in the third, fourth and even fifth tier cities. Third and fourth tier cities are becoming the next main battlefield of brand household enterprises.
Oupai Home
As the leader of customized home furnishing, Oupai Home Furnishing has cultivated the concept of "root" since its establishment, and has established the largest marketing service network in the overall home furnishing industry throughout the country. According to the market level and importance level, Oupai subdivides the national market into nine levels. Among them, A1 and A2 markets correspond to first tier and second tier big cities, B1, B2, B3 and C1 markets correspond to medium-sized cities and counties, districts and towns with relatively high economic development level, C2, C3 and C4 markets correspond to small cities and counties, districts and towns with relatively low economic development level.
As of December 31, 2018, there were 6980 dealers and stores in Oupai Cupboard and Oupai Wardrobe. Among them, there are 1272 dealers in the Class C market of Oupai kitchen cabinet (including kitchen clothes), accounting for 78.6% of the total number nationwide; 1322 stores were opened in Grade C market, accounting for 58.1% of the total. Oupai wardrobe (independent wardrobe) has 772 dealers in Class C market, accounting for 79.3% of the total number of independent wardrobe dealers in China; 1199 stores were opened in the C-level market, accounting for 56.7% of the total.
It is not difficult to find from the data that the number of the third and fourth tier stores of the main business cupboards and wardrobes of Oupai account for more than 50%, which shows that the company's third and fourth tier sales channels are sinking significantly.
Therefore, in the past golden decade, the customized home furnishing industry has taken channel growth as its main goal. It seems that the channel winner has won the world, and this strategy has been highly praised in the whole industry. Don't you see that every year, large-scale exhibitions and customized home furnishing enterprises all show up in large exhibition halls with good image and great investment.
The key reason why customized home furnishing enterprises can win the "golden decade" is that they have shared the dividends of customized manufacturing in the context of rapid growth of real estate. Although the customized furniture enterprises are different from the traditional finished furniture enterprises due to the pull supply chain driven by information technology, which provides customized services to meet customers' personalized customization needs, and has built certain models and technical barriers, this growth is based on the channel driven horse racing and enclosure growth.
