Today's custom home categories can be tailored from cabinets to wardrobes, to whole-house furniture, and even whole-house home products. Custom styles have evolved from the simple style of the early days to many styles today. Whether it is a classic fashion and simple style, a rural style with a casual style, or a full-bodied new Chinese style and luxurious European neo-classical, they are all included in the customizable list.
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More than half of the respondents believe that custom home is a mass consumption
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In the eyes of consumers, what exactly is a custom home? In this survey, 54.27% of the respondents believe that custom homes are "tailor-made, cost-effective, and can fully utilize the room space for mass consumption"; 15.69% of respondents believe that custom homes are "furniture" "High-end personalized niche services in the consumer field"; another 30.04% of consumers believe that "both have both."
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This result also shows that with the popularity of custom homes and the increase in custom brands, consumers' understanding of custom homes has gradually become deeper and more comprehensive. Unlike custom clothing, which belongs to absolute high-end consumption, the real high-end personalized customization in custom homes is relatively niche, while mass customization brands led by Shangpin housewares, Sofia, Europe, etc. occupy the absolute mainstream of the market.
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Choosing a custom home mainly focuses on its use of space and personalization
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Through this survey, it is not difficult to find that the concept of "customized homes can make more reasonable and full use of home space" has been deeply rooted in people's hearts, and 44.97% of the respondents chose custom homes mainly because of this. This data also reflects from one aspect that the mainstream consumer groups of custom homes are still mainly small and medium-sized families with relatively limited living area. At the same time, another 40.50% of the respondents said that choosing a custom home is mainly due to "you can participate in the design and create a unique style of your own home", indicating that the demand for personalization has made more and more people Of consumers are not satisfied with the lack of original finished furniture market, but are eager to embody style and personality through customization.
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From the perspective of the current market situation, although there are many styles available for Guangzhou ’s custom brands, generally consumers can only customize the corresponding products according to their own needs and preferences in the existing styles or series. Color, size, accessories and details. Because, for customized brands, in order to coordinate the contradiction between personalization and industrialized mass production, and to reduce costs as much as possible, this "limited customization" strategy must be adopted. It can be predicted that the future customization market will be further differentiated, and mass-produced custom homes will occupy the mid-end market for a long time, while true personalized customization will move closer to the high-end market as niche consumption.
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More than 95% of the respondents like to customize the home, nearly 60% of the respondents would like to try
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It can be clearly seen in this survey that consumers' demand for customized homes is very high. Among the 2753 respondents, 1595 said that they like custom homes very much, and they also want to try, accounting for 57.94% of the total number of people surveyed; another 37.67% of respondents said that they love the custom homes Love, and expressed the possibility that they might try; only less than 5% of the respondents, without thinking, chose to shut out the custom home.
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There are both social and practical reasons for the high demand for customized homes. First of all, it is inseparable from the large background of the accompanying "high housing prices spawning small apartments"; at the same time, it is also related to the current situation of high proportion of hardcover houses in Guangzhou. In addition, it has to be mentioned that with the rise of consumer groups in the post-80s and post-90s, traditional finished furniture is difficult to meet the personalities of the post-80s and post-90s in terms of function, size and style. Persistent pursuit. Therefore, it can be expected that the potential of the custom home market in the next 5-10 years is still very huge.
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Demand determines the market, the overall home will lead the new trend of custom home
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Some finished furniture brands have begun to embark on a new rhythm of "furniture + soft decoration design + soft decoration matching". Some large custom home furnishing brands are also working hard to extend their product lines, and it is consumers who are all Strong demand.
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In this survey, 32.40% of the respondents indicated that they would choose whole-house furniture customization; 31.17% of the respondents indicated that if they had the opportunity to customize their home, they would choose whole-house furniture customization including furniture and matching soft decoration . Traditional custom homes are usually limited to the customization of furniture, especially cabinets, but in this survey, consumers who chose to customize only wardrobes and cabinets accounted for less than 30% of the total.
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Demand determines the market. Through this survey result, it is not difficult to find that customized homes will inevitably evolve towards the overall home in the future. For customized brands, if they want to seize the market opportunities, they must make changes in advance according to their needs and lay out the overall home in advance.
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Custom home styles are becoming more and more diverse, and fashion and simplicity are the most popular
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With the increase of custom brands and the development of the custom market, the style of custom homes has also become more and more diverse. Fashion and simple style, rural and rural style, European luxury style and classical new Chinese style, etc., almost everything. In this survey, 55.72% of the respondents said that they like custom homes that are stylish and simple; another 19.11% of the respondents said they like rural homes. In addition, the respondents who chose European luxury style and classical new Chinese style accounted for 11.91% and 10.79% respectively; another 2.47% of the respondents chose other styles.
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Consumers' preference for fashion simplicity is on the one hand because the consumer groups of custom homes are mainly post-80s and post-90s pursuing cutting-edge fashion; on the other hand, it is also because the price-sensitive Guangzhou people are relatively expensive The high European luxury style and the classical new Chinese style both tend to adopt a respectful attitude.
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Consumers are most concerned about the price, environmental protection and after-sales problems of customized homes
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Price, design, material, function and after-sales, which one is the consumer most concerned about? In this survey, we designed two questions related to consumer concerns. The survey results show that the two most important factors that consumers are paying attention to are price and environmental protection, followed by the efficiency of using space. Among the 2753 respondents, 53.54% of consumers said that if they choose to customize their home, the most important thing is whether the price is affordable enough. The proportion of respondents who care about whether the material is environmentally friendly has reached 47.51%. This shows that for pragmatic Guangzhou people, the price and environmental issues related to wallets and health are the two factors that are most concerned about in custom home consumption. However, do n’t assume that people in Guangzhou do not understand consumer design. In this survey, the proportion of consumers who are concerned about whether the design is beautiful enough has reached 45.48%. This shows that with the improvement of education and the advent of the self-media era, Guangzhou people's awareness of home aesthetics and consumer design have greatly improved.
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In a survey on consumer concerns about custom home furnishing, Guangzhou ’s “price-sensitive index is high†has once again been verified. More than 60% of the respondents said that when choosing a custom home, the most worrying thing is "the price is too high"; another 53.80% of the respondents are worried about "custom home furnishing installation problems, many custom products only repair Non-refundable, after-sales are not guaranteed "; 40.94% of the respondents said they were worried about" the customization cycle is too long "; 39.27% ​​of the respondents said they were worried about" the communication with designers is not smooth and cannot be customized To products that fully meet their needs "; 29.50% of the respondents were concerned about the" customized market products have the same style, single materials, and not enough personalization.
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For customized brands, whether they can be recognized by consumers depends on whether they can seize consumers' attention and dispel consumer concerns. Therefore, in order to win the market and face the challenges of customized brands, the first is how to improve the cost-effectiveness of the products, while ensuring the environmental protection and high quality of the products, and reducing the production costs and terminal prices as much as possible. At the same time, the level of product design and after-sales service must also be improved. (Editor: Peter)
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