Observation on Guangzhou customized Home Furnishing Exhibition: scale expansion, industry ushers in three trends
From June 23 to June 25, the 11th Guangzhou customized Home Furnishing Exhibition was held in Guangzhou Poly World Trade Expo and Guangzhou international procurement center. According to the organizers, the exhibition covers a total area of about 140000 square meters, with a 35% increase in scale compared with the previous one. More than 1000 exhibitors participated in the exhibition, and more than 30 large and small activities will be held during the exhibition.
As a grand event of Guangzhou custom home furnishing industry, the exhibition also conveys the signal of the development trend of the domestic home decoration industry in the emerging stage. The reporter learned from the visit that the three major development trends of the customized home furnishing industry are the increase in the proportion of packaged customization, the younger customization and the continued popularity of single product customization.
Trend 1: the proportion of packaged customization increased
Since the 2016 Guangzhou customized Home Furnishing Exhibition established the theme of "Yuan" year of customization, all previous themes have been named with a font that can best highlight the trend. The theme of this Guangzhou customized Home Furnishing Exhibition is "the whole" year of customization, which also means that the proportion of packaged customization in the home furnishing market is getting higher and higher.
It is understood that decoration is to help consumers realize from one house to one home. It is a one-stop decoration for service businesses and "all inclusive package" to provide consumers with integrated design and one-stop services of hard decoration, customized home furnishings, finished furniture, soft decoration and electrical appliances. According to the popular introduction of insiders, compared with the traditional whole house customization, the whole decoration has more construction links.
As early as at the Theme Conference of the exhibition at the beginning of this year, Zeng Yong, Secretary General of Guangdong customized home furnishing Association, mentioned that in 2021, not only the leading home furnishing enterprises such as opal, Sofia and Shangpin home furnishing will enter the assembly track, but also dinggu, MAG, schneiman and other enterprises will carry out the assembly business one after another.
The reporter found that in addition to the three branches occupied by the whole house customization, there was also a customized decoration hall that monopolized one branch. Some exhibitors told reporters that the owners who came to see the exhibition preferred the package because of the time-saving and trouble-free one-stop service.
Trend 2: customized design and younger products
The custom-made labor card and the exhibition hall designed in a young fashion in Guangzhou Poly World Trade Expo attracted many visitors, including many young consumers. Jiang Chen, general manager of customized home furnishing Business Department of Guangdong Laoka Furniture Co., Ltd., introduced to the reporter that Laoka has always attached importance to the customization needs of young groups. The main characteristics of the young generation of consumer groups are "self pleasing", and these groups mainly care about their own comfort when choosing customization; Second, the individuality is obvious; Third, they have their own preferences, such as hand-made collection, sneaker collection, and so on.
Jiang Chen said: "the color matching of the exhibition hall design is more bold. There are deep black, colorful colors, gradient colors, and the design of a variety of storage cabinets. One of the purposes of this exhibition is to show the product design ability of the enterprise to generation Z."
At the 2022 customized home furnishing industry summit held on June 22, wuaijing, a trend expert at WGSN, a trend forecasting agency, said that when interior design is benchmarking young and avant-garde consumers such as "millennials" or "Z generation", many different factors will appear, breaking the traditional limitations, including themes connecting the past and the future, digital comfort integrated into intelligent high technology, and multiple color combinations.
Trend 3: single product customization continues to be popular
The reporter learned from the interview that in addition to the whole house customization, whole house customization and decoration customization, the most traditional single product customization still plays an important role in the market. Specifically, the customization enterprises of refrigerators, balconies, lighting, carpets and other single products all appeared in the exhibition.
Galov, an embedded refrigerator brand from Milan, Italy, chose to launch its new full temperature zone integrated ice inlay in Guangzhou. According to the staff participating in the exhibition, the customization of embedded refrigerators is still a minority. The brand hopes to take this opportunity to enter this market segment.
The reporter also noticed that many balcony customization enterprises appeared in the 11th Guangzhou customized Home Furnishing Exhibition. It is understood that balcony customization has developed rapidly in recent years, and was once called the tuyere of customized home furnishing industry in the industry.
The trend conveyed by the exhibition is more than the above content. Insiders also said that cost performance, emotional healing space and environmental protection materials are the key words of this year's customized home furnishing industry. It is reported that the audience of the 11th Guangzhou customized Home Furnishing Exhibition is expected to reach 350000 person times. As Zhang Ting, chairman of Guangdong customized home furnishing Association, said, in the past two years, the development of the home furnishing industry has been hindered, but the industry is still developing positively.
