Finely decorated houses have become the mainstream in the delivery of new houses in large and medium-sized cities, with home products being sold at the forefront
The hardcover house is also called the "finished house", which refers to the rough house that has not only completed the hard decoration processes such as water, electricity, tiles, oil, etc., but also installed the main hard materials such as ceramic tiles, bathrooms, doors, windows, and cabinets. Completed, the overall exquisite decoration and preliminary acceptance process has been realized.
Finely decorated houses are becoming the mainstream trend in the delivery of new houses in various provinces and cities across the country, which is reflected in the following three aspects:
1. In April 2017, the Ministry of Housing and Urban-Rural Development issued the "Thirteenth Five-Year Plan for the Development of the Construction Industry", requiring that the area of newly constructed fully decorated residential buildings should reach 30% by 2020. Immediately afterwards, various local governments successively issued corresponding "fully decorated" local policies, among which Hainan and Hubei provinces required that all new homes delivered within the province be fully decorated.
Second, in the context of increasingly tight land supply, higher land acquisition costs, and increasingly high housing prices across the country, large and medium-sized real estate developers are expanding faster, with higher penetration rates, and more obvious advantages. They are more inclined to For vertical development, it not only builds houses, but also vigorously promotes the centralized procurement and decoration of main home decoration materials, and the sales of main home materials have been advanced.
3. Compared with ordinary or simple decoration, consumers have higher and higher requirements for finely decorated houses. Their aesthetic standards for the overall spatial layout of the house, decoration style, main materials of walls and floors, and customized doors, windows, cabinets, etc. are constantly changing. Upgrading. In 2007, the proportion of consumers willing to buy fully decorated houses was about 11%. By 2017, this proportion increased to 26.8%, and it is expected to reach 39.5% in 2020. Finely decorated houses will gradually become the main room type in the first-hand housing market.
Compared with C-end retail demand, B-end engineering channels have much higher requirements for fine decoration
On the one hand, the demand and supply of domestic residential commercial housing continue to decline, while the opening scale of finely decorated commercial housing continues to rise. If various home furnishing manufacturers only stick to the C-end retail market, they will never return to the previous high-growth stage, and As the supply of products on the market increases, it will become increasingly difficult to do business without the backing of a strong brand and team strength.
On the other hand, compared with the small and scattered demand for home decoration main materials in the C-end retail market and small developers, large and medium-sized real estate developers such as Country Garden, Evergrande, Greenland, Greentown, and Aoyuan, they Have a complete bidding process andStandardized operating procedures place extremely high demands on various home furnishing material manufacturers in terms of supply and production capabilities, product delivery capabilities, and financial support capabilities.
The advantages of high concentration in the fine decoration market have gradually emerged, allowing many leading customized home furnishing companies to become core suppliers to B-end customers, further deepening the development of enterprises in the B-end market. It is not difficult to see from Wrigley's home customization layout in the market that Wrigley has already elevated the engineering channel to a strategic position as one of the new channels for corporate growth.
Wrigley Home Furnishings is driven by three major business segments: customization, decoration and engineering
After 26 years of accumulation, Wrigley Home Furnishing has now formed a brand development layout with two wings, including Wrigley Home Furnishing customization, decoration, and engineering. The three major business segments complement each other and develop collaboratively.
Among them, the parent company Wrigley Home Furnishing Group owns three major ceramic and sanitary ware brands including Wrigley, Faenza, and Anhua. It has more than 10,000 brand stores across the country, covering 360 million consumer groups, and exports to more than 80 countries at home and abroad. countries and regions, and also has 10 major production and manufacturing bases in China.
In terms of products, Wrigley Home Customization has customized cabinets and wardrobe products, and can provide customized products for the whole home with two living rooms and multiple rooms, including eight major spaces including entrance, dining room, living room, bedroom, cloakroom, children's room, study room and balcony cabinets. Provide a full range of space solutions.
Wrigley Home Customization continues to improve the competitiveness of its brand & products, and will focus on the engineering sector with its core advantages in three major aspects to deliver products with higher cost performance to terminals.
1. Advantages of brand endorsement
Wrigley Home Furnishing Customization is a well-known family, with the brand positioning of "The Nation's Smart Master", it has always been able to stay at the forefront of the world, lead the design and development of products with the latest and most fashionable design concepts, and create a home furnishing brand that can compete with international standards.
Based on the characteristics of customized home products, Wrigley Home Customization deepens the supporting combination of products + services, promotes the development of engineering channels under the engineering business model of the group + service providers, and combines multi-category integrated services to balance comprehensive category prices. and high-standard construction management to achieve personalized customization and standardized production.
Wrigley Home Customization has an insight into the market development, aims at the real estate market sector, seizes the opportunities in the era of finely decorated housing, and cooperates with dozens of well-known domestic and foreign real estate developers such as Country Garden, Evergrande, and Wanda Group to develop more than 100,000 properties across the country. Hundreds of engineering project cases.
2. Manufacturing process advantages
Wrigley Home Customization introduced the European 4.0 process production system and invested 12.500 million yuan in capital to build an intelligent production base of 460,000 square meters, equipped with various foreign production equipment to ensure production efficiency, manufacturing technology and excellent quality.
In addition, Wrigley has also set up 8 major laboratories and intelligent research institutes to carry out product layout around "intelligence" and "customization" to create a "smart home ecological chain".
Wrigley Home Customization uses the industry-leading Industry 4.0 intelligent manufacturing system to empower products in an all-round way, with full information-based order processing and fully automated production to fully guarantee product quality and delivery. With leading design as the core, quality manufacturing as the foundation, and information strategy leading the future. Integrate and upgrade Industry 4.0 to a new era of whole-house customization.
As a result, Wrigley Home Customization has formed a complete product line matrix, which can produce various domestic mainstream products such as double-veneer, blister boards, coating films, solid wood, and baking paint.
3. Capacity supply advantages
Wrigley Custom Home has continuously improved its factory manufacturing capabilities. For the modern simple and European simple products with double veneers and blister panels that are demanded by the mainstream engineering market, the factory's production delivery cycle is far shorter than the industry cycle.
At the same time, relying on imported automated production equipment, Arrow Custom Home Furnishing has a first-mover advantage in supplying products with high standardization and high qualification rates to ensure the competitiveness of products in terms of cost performance. In the future, with further upgrades and iterations of large-scale manufacturing and imported equipment, product price advantages will be further enhanced.
After the delivery of engineering products is guaranteed, the brand puts service first. Wrigley Home Customization’s full-link service support includes business negotiation, design assistance, installation and construction, and after-sales service to ensure that project bidding and Project delivery time to further protect customer needs.
Wrigley Home Customization focuses on the development of the engineering channel, and elevates this channel to a strategic position parallel to the dual channels of customization and assembly. The three major tracks run in parallel to seize the new opportunities presented by the home furnishing market.
The engineering channel is one of the important strategies for home furnishing manufacturers to further grow bigger and stronger in the future, and brand is a useful weapon for the expansion of engineering channels. Next, Wrigley Home Customization will fully support the development and growth of engineering channels and empower the development of engineering channels from all aspects above.
