Controversy Between Flexibility And Modularization

- Oct 07, 2019-

About 20 years ago, the Chinese home building materials field gradually gave birth to new categories called "custom cabinets" and "customized wardrobes." They were not taken seriously when they first appeared, and related companies have been slow to develop for a long time. About 10 years ago, whether it was a custom cabinet or a custom closet, it gradually formed a certain industry foundation, but it was far from a market scale. When I talked to a custom closet business, the most I heard was the survival of the finished wardrobe and the cracks in the hand-made wardrobe of woodworkers. But no one has ever imagined that these companies with "customized" genes have greatly changed the underlying logic of China's home building materials manufacturing industry in the future.

In the pre-era era, the development of China's home building materials industry was synchronized with reform and opening up, and it has achieved long-term rapid development with the historic opportunities brought about by urbanization and housing reform. That is the historical stage from scratch, from the pre-industrial era to the industrial era, and the underlying logic supporting the development of the industry is the large-scale manufacturing of standardized products. In the past decade, with the sudden rise of custom homes, the underlying logic of this traditional home building materials manufacturing industry seems to have suffered the biggest impact in history.

Flexible manufacturing: subverting traditional manufacturing upgrades

The 2011 Sophia Home listing is probably a landmark event in the development of the custom industry. Since then, custom homes have experienced a period of upswing that can be called crazy. Especially from 2014 to 2017, according to public financial data, the average growth rate of the eight listed custom enterprises at this stage is higher than 30%. At this stage, the head enterprises have doubled their growth, the industry has continued to maintain a super high growth rate, and many companies have been listed in a short period of time... More importantly, the business model of customized homes has been followed by the home building industry for its effectiveness. imitate.

The custom home fire benefits from two core factors: one is the design-driven, customized business model that is highly recognized by consumers. Second, the customized enterprise gradually realizes flexible manufacturing through information technology. Large-scale manufacturing of custom home products is possible. With the emergence of third-party technology companies represented by three-dimensional homes in the industry, the maturity of industrial Internet technologies from front-end design marketing to back-end flexible manufacturing has gradually increased, and the custom home industry has ushered in explosive growth. Sophia has grown from 500 million to 7 billion in seven years, and Europa has broken through the 10 billion mark in 2018.

Since 2018, with the economic downturn and the weakening of the real estate market, the growth rate of customized home furnishing enterprises has declined overall, and market competition has increased, but the industry has maintained a relatively high growth rate compared with other categories. More importantly, in the previous stage of market outbreaks and capital blessing, the mid-upstream custom companies almost all began to lay out the national manufacturing territory, and the manufacturing force with flexible manufacturing as the underlying logic became the core force in China's home building materials industry. One.


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Modularization: a new trend brought by hardcover

Around the world, the emergence of customized home models has strong "Chinese characteristics", the most fundamental reasons related to the development of the residential industry. China's real estate market has experienced a rather barbaric period of development. Rapid development, rapid delivery, and rapid return of funds have become the main pursuit of developers. The rough houses were pushed to the market in large quantities, and the subsequent renovations were handed over to tens of thousands of home improvement companies. The real estate companies had neither the time nor the motivation to study the standardization of residential products and the follow-up construction logic from the house to the home. The lack of unified housing standards is the biggest reason why China's entire interior industry is difficult to industrialize, and it is also the most important reason why China's custom home industry can be born and developed.

However, this situation is changing. In fact, since 1999, the General Office of the State Council issued "Several Opinions on Promoting the Modernization of the Housing Industry to Improve the Quality of Residential Buildings" and proposed "actively promoting one-time decoration or menu-style decoration mode", becoming the source of policy for the now-completed finished product. . In the following 20 years, this policy has been continuously refined and embodied, but because of the real environment of the market and industry, it cannot be truly landed. However, in recent years, with the maturity of the market and industry environment, various provinces and cities have gradually established the landing schedule of fully-renovated finished houses. The trend of full decoration has finally moved from the desk to the reality, and it has become the next most residential and decoration industry in the future. Important trend.

Under the premise of design prefabrication, the fully-decorated residence will greatly improve the standardization degree of the housing industry with the requirements of standardization, modularization and generalization. When the standardization of the head real estate enterprises is getting higher and higher, the future home building materials manufacturing industry may also undergo deep-level changes. If flexible manufacturing is the optimal solution to meet the current diversified needs of consumers and the low standardization of the residential industry, then in the era of hardcover, what kind of home manufacturing methods can best meet the needs of modularization. The logical housing industry requires in-depth thinking in the industry.

“When the proportion of hardcover rooms exceeds 30%, the home manufacturing power under modular logic will be concentrated.” In the recent communication, Guan Yongkang, dean of the Shenzhen Institute of Hardcover Research, said. As a pioneer in the research of domestic hardcover residential products, Guan Yongkang has always been a staunch supporter of modular manufacturing logic. But on this road, to truly achieve industrial synergy, more participants are needed. As a result, the Shenzhen Institute of Hardcover Housing began to hold the “Shenzhen Hardcover Housing Exhibition” every year, and received high attention from the real estate and home furnishing industries. Recently, 3D and Hardcover Research Institute jointly established the “Shenzhen International Hardcover Industry Alliance” to develop a BIM system that can realize the joint operation of architectural design + interior design + parts industrial design. On the one hand, through the BIM system created by the three-dimensional home, the hardcover technology standard of the Hardcover Research Institute is shared as the underlying logic to the manufacturing enterprise, and on the other hand, the manufacturing enterprise brand pavilion aggregated on the three-dimensional home platform provides accurate and rapid supply for the hardcover project. Chain matching.

Whether it is the flexible manufacturing direction represented by the custom-made home enterprises that are still on the rise, or the modular manufacturing logic that may be brought about by the hard-wearing trend, or the integration of the two directions with the development of the industry, home building materials The industry is undergoing a refactoring of the underlying logic. Once the refactoring is completed, the entire industry will be another look.