Customization is about the success of the furniture industry.

In the past few years, the changes in the furniture industry have been a bit big. First, e-commerce, which relies on the rise of Internet power, has broken the traditional “stable” pattern of the traditional furniture industry. After that, custom furniture, which is famous for its personality, has swept the whole market and brought new development directions to the industry. Then high-tech VR joined this. In the battle for the battle, "the forward-looking nature of the future is predicted" to ignite the furniture industry. In the furniture industry, “the calm waters of the lake have been stirred up.”

Taking customization as an example, its development in recent years can be described as "the spring breeze." With the changes in consumer spending power and concepts, and the homogenization of finished furniture and the poor product experience, custom furniture has gained considerable room and conditions for development. The most obvious performance is that after a few years of precipitation, when the finished furniture market is going downhill or even “slow”, custom furniture does not “follow the flow”, showing a weak development trend, but still making annual growth. The rate is higher than 30%, such as the same seed that has just been rooted and sprouted, full of vitality and combat power, and thrives under the nourishment of sunlight, water and soil.

The market is performing well and being customized into a hot "fragrant"

Visiting home stores, it is not difficult to find that the number of people in the custom furniture area is often more than other finished furniture areas, and the large and small, well-known and unknown custom products are dazzling. Feel free to walk into a custom furniture store, the guides are very enthusiastic to "sell" the concept of custom furniture, "personalized", "practical" and "affordable" is the most heard vocabulary, and occasionally can hear some customization Market situation.

As the guide brand of a furniture brand said, “Customization has been developing very fast in the past two years. When we were still doing finished furniture in the past few years, I was not accepting this method of customization. I always felt that the finished furniture was for consumers. It's more attractive, so you can use it directly. But now we don't think so. Custom homes have many advantages that are not available in finished furniture, such as personality, space saving, etc. In addition to finished furniture, we are now also making customizations. Furniture, at present, there are more custom-made single-piece furniture than finished products.” Obviously, consumers’ recognition of custom furniture is still quite high.

Customized, as the name implies, tailored to the consumer. An industry insider believes that custom furniture is practical and the space of choice of styles is large. Consumers can basically customize according to their own needs. The sense of participation is strong, very humanized, and with the rise of housing prices, they can be in the second and second lines. It is getting harder and harder to buy a spacious house of more than 100 square meters in the city. The small-sized apartment of dozens of flats has become the first choice for buying a house. Therefore, flexible and personalized customization will inevitably become an “explosive model”.

To discuss the fiery customization, it is inevitable to be able to circumvent the "original" Sofia of custom furniture. When visiting the market, you will find that custom-made pavilions tend to have more people, and well-known brands such as Sofia are more popular in the market. They have a lot of products, technologies and channel resources. Every time they launch a new product, they are also easy to become "all people". The object of plagiarism is not the weather vane of custom furniture. The forerunner of the same custom furniture, and the positioning of the diversified development of the Shangpin home is different, Sophia has been sticking to the custom wardrobe for more than ten years, from the initial simple customization to the later development to the maturity stage. Can see the focus and determination of Sofia in the field of customization.

There must be a beginning, and a good start will inevitably lead to satisfactory results. According to the 2016 semi-annual performance report issued by Sofia, its operating income was 1,71,251,200 yuan, an increase of 44.26% over the same period of the previous year; the operating profit for the first half of 2016 was 258,762,300 yuan, an increase of 43.68% over the same period of the previous year; The net profit attributable to shareholders of listed companies was 1.998521 million yuan, an increase of 47.92% over the same period of the previous year. Sophia's mid-year performance data growth rate is more than 40%, it is no wonder that customization will become a hot "toon".

Can't improve service customization can only be a death?

The more mature the industry, the greater the competition. At a time when custom furniture is in good shape, more and more people have joined the battle. They want to hold the "Chan" for a long time, and the company has to work hard. In fact, the difference between custom furniture and finished furniture, in addition to more personalized, there are differences in service. Different from the previous furniture concept, custom furniture pays more attention to service improvement and service awareness from the inside out.

When customization began, it was because of its distinctive and flexible installation. During the whole process, consumers and sales people had frequent contacts, from product design, style selection and matching, drawing design to post-installation. All aspects of after-sales service and other aspects have formed a complete service closed loop, which also provides a multi-layered contact opportunity for sales personnel and consumers to a certain extent, and also enables sales personnel to know the consumer demand and consumption of consumers in the first time. Change can be described as one stone and two birds.

However, the good times are not long, and the drawbacks of custom furniture have gradually emerged. At present, the sound of the spit on the network is one after another, the product quality, the service is not in place, the design is not prominent, and the expected effect can not come out. Among them, the lack of service is the main weakness. The definition of service is large and wide. In terms of custom furniture, it includes design space, product style selection and matching, door scale cutting, installation time and quality control. In the era when consumers are kings, services are not doing well, and consumers can only go out if they don’t pay.

Gao Yukun, deputy general manager of the Sofia Marketing Center, also admitted that the changes in consumer habits and communication methods have changed a lot, and they are more willing to believe in their intuitive feelings and pay more attention to experience, so companies should pay attention to the consumer experience. It is to continuously meet the individual needs of consumers.

"Under the neon light, both movement and quiet can be seen out." Whether it is a small but beautiful custom, or a large and complete product, each has its own advantages and is irreplaceable. At present, the finished furniture is “falling down”, and the custom of standing on the cusp of the wind, the limelight is full, the furniture enterprises can use the customization to achieve counter-attack rebound, “rebuilding high-rise buildings”, but also depends on the enterprise’s own consciousness and efforts.

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