Focus: Home integration must be the trend

Interviews

The concept of home integration is being accepted by more and more people, but it seems tepid at the speed of development. Then, whether home integration is currently encountering bottlenecks and what are the benefits of home integration? With these issues, the reporter recently interviewed Yu Xuhui, deputy secretary general of Dongguan Furniture Club.

Do you think home integration is the direction of future industry development?

Yu Xuhui: The integration of interior design, furniture products, and home accessories is an inevitable result of social and economic development. It also came into being and became a general trend. With the changes of the times, our furniture industry's road to success can not just continue to stay in the way of how to meticulously craft wood and refurbish it. Our passion to strive for excellence can only come from an idea that is modern (modern decoration Effect Map) Understanding, discovery and creation of Chinese lifestyle. In recent years, after 80's and 90's, it has gradually become the mainstream of household consumption. As the generation of the information society that is ubiquitous in the Internet and globalized in every corner, their demand for personalization, creativity, and even art of home needs to be solved urgently. The home integration can exactly meet this demand.

In your opinion, what are the obstacles to the current development of home integration in the industry?

Yu Xuhui: In short, first of all, the consumption of household integration is mainly still in the process of rapid popularization of the high-end consumer market. It will take some time to form the consumption habits and culture of the entire society. At the same time, it takes some conditions to achieve home integration. For example, a certain number of professional talents in soft-packing and interior design are needed to match furniture and accessories in order to achieve better overall results. Moreover, furniture and jewelry companies also need to start from the product design process, from the perspective of the overall home design research and development. This development model requires the participants in the home market to adjust and transform according to the needs of home integration. For example, manufacturers can no longer produce products for development and manufacturing, but also consider the positioning of the product into the home market and other aspects. Product collocation and so on.

Nanfang Daily: In the promotion of home integration, Dongguan Furniture Club has begun to move?

Yu Xuhui: Famous furniture clubs have been promoting the development of home integration. First of all, the two-time International Furniture (Dongguan) Exhibition attracts the market players in all aspects of the industry chain and connects through an international exhibition platform. Basically every month, furniture is held in large and small forums, salons, receptions, training and other activities to promote exchanges and cooperation among market players such as furniture companies, jewelry companies, design agencies, and engineering organizations. Considering that the current home furnishing integration is still in the stage of rapid advancement, famous furniture has also taken the lead in promoting the development of the industry by initiating and sponsoring domestic soft furnishings selection and organizing soft packaging design training. In addition, we not only created an international furniture design research and development institute, established a professional furniture designer committee, and also organized a famous furniture creative design exhibition to promote the integration of home integration.

â–  Case

Cool tango: jewelry is the soul of home

In the home furnishing industry, furniture companies start early, have large volumes, and have strong strengths. They are absolute “big brothers”. For some furniture companies, they believe that jewelry can only be undeniable, and there are also many opposing views in the industry. Wang Zongyi, chief executive officer of Cool Tango Furniture, puts forward: "Furniture is just the shell, and the jewelry is the soul of the home."

This view of Wang Zongxi is not improvised, but runs through the corporate philosophy of the Cooltange brand. Wang Zongxi said that only jewelry can reveal the homeowner's cultivation and taste. Jewelry is not only the vassal of furniture, it can even become the “finishing touch” of furniture.

Cool Tango was founded in 1994. It began to produce single pieces of jewelry and gradually developed into series of accessories. From the cool tango invested a lot of R & D funds to product design. The company’s designers and local designers recruited from colleges and universities in the United States, Britain, etc. add up to 10 or so. Every month, 80 to 100 new products are introduced to the market.

It is precisely because of the self-confidence of jewelry in the home field, cool tange boldly counterattack, self-production and integration of furniture products, in 2006 began testing the water soft market. The brand also cooperates with the designer team and undertakes overall home projects such as real estate model rooms, clubhouse (club decoration renderings), and hotel (hotel decoration renderings).

Many people in the industry believe that furniture companies that disdain to cooperate with jewelry companies are missing opportunities for integration and win-win.

â–  reporter observation

E-commerce will become an important platform for home integration

The concept of home integration has been proposed for many years, but the acceleration of development has only begun in recent years. When it comes to home integration, people often think of the fact that in a furniture store, all the furniture and accessories on display are available for purchase.

In fact, this form is just one of many forms of home integration. The nature of home integration is far more than just the simultaneous sales of home products in the sales process, but also the harmonization of home products in the entire industrial chain of design, production, sales, and after-sales services. In particular, the barriers between the manufacturers, channels, and designs of home products have been thoroughly solved.

The author believes that the final step in home integration is the docking with consumer terminals, which will be carried out through three platforms: home store, software designers, and e-commerce. Therefore, these three platforms will undoubtedly become the "battleground of homes" for home integration.

First of all, in home stores and brand stores, furniture and accessories will be linked together first, which is why many stores have begun to gradually advance and have achieved remarkable results. Secondly, through the use of soft designers as a link, direct integration of large household resources and straight-line consumers is expected to become the preferred route for future high-end customers. Thirdly, for younger generations who are the “origins” of the Internet, the habits of online shopping and the generally inadequate pockets of young people all determine that the e-commerce platform will become the next key platform for household integration that cannot be ignored.