With weak consumer demand and the cold real estate industry, the comfortable home furnishing industry has gone through 2023 in difficulty, and the policy dividends of the "dual carbon goal" and the wave of supply-side reform have brought dawn to the transformation and upgrading of the whole industry. Standing at a critical turning point, what challenges will the industry face and how should it choose? In this regard, Beiguang Media has gone deep into the front line of the industry and carried out a comprehensive development with the managers of various enterprises, in order to provide valuable reference and reference for practitioners in the whole industry.
The trend of high-end is accelerating, and the water supply and drainage system of the mansion is ushering in the fast lane of development
From the "outside" volume to the "inside" volume, China's comfortable home and real estate market is in charge, and looking for new opportunities is becoming a consensus for enterprises to break the situation. Mr. Zhu Hongsong believes that despite the sluggish market environment in 2023, Benego has successfully coped with challenges with his keen market sense and innovative business model. On the other hand, we have successively established living water experience centers in core cities across the country, and at the same time, through new measures such as putting forward the concept of "six-dimensional water management system" and opening the online and offline service platform of "class housekeeper", we can truly "see" the healthy "water" and "pipeline", solve the "invisible" problem of hidden pipeline projects, and let the healthy, safe and comfortable high-end quality life enter more families!
In his view, although China's real estate industry has experienced rapid development for more than 20 years, the application of luxury housing water supply and drainage systems is still in the cultivation stage, and consumers' awareness of it is insufficient, coupled with the uneven professional standards of practitioners, so that consumers are forced to suffer from difficulty in choosing, which does not match the rapid development trend of the real estate industry and the pace of consumption upgrading.
With the improvement of consumer awareness and the maturity of the channel strategies of various brands, the demand for high-end water supply and drainage has gradually shifted from simple functionality to healthy, comfortable, safe and whole-house water system solutions. It is believed that in the future, the medium and high-end household water supply and drainage system will develop into an important independent industry and become an indispensable and important part of residential equipment.
For the future market trend, Mr. Zhu Hongsong said that on the one hand, driven by the quality of life, the whole house water system will usher in new opportunities, and metal pipes will be more and more applied to municipal, residential and indoor water supply systems, becoming an indispensable part of the hidden system; On the other hand, the difference between "material vendors" and "system service providers" in the industry will be clearer.
The real estate industry and the upgrading needs of residents have derived a healthy and comfortable home market, and people are entering the era from "safe housing" to "comfortable living". In the future, the luxury housing and improved residential market will still bring new business opportunities to the comfortable home industry, and high-quality materials, home water systems, whole-house solutions, and smart system applications will usher in a large-scale popularization of the "spring", and the market prospect is promising. Only by adhering to long-termism, consolidating internal strength, and paying close attention to the ability of design, construction, service and realization of results can enterprises run out of development "acceleration" and win the first place in the fiercely competitive market in the future.
The future of the heating market:Digital, intelligent and greenIt's the trend
The comfortable home furnishing industry is currently in the stage of tenacious upward breakthrough. Mr. Wang Yunfeng believes that on the one hand, China's real estate investment, residential development and sales will show a downward trend in 2023 (data ** in the Bureau of Statistics), and the real estate dividends that could have allowed the comfortable home industry to "sit back and enjoy" are no longer there, and the industry has to be more "involuted", resulting in increasingly fierce market competition. On the other hand, the general trend of consumption upgrading is still dominating the demand of the market, and consumers pay more attention to the digitalization, intelligence and low-carbon of comfortable home products.
Looking back on the market development in 2023, Mr. Wang Yunfeng said that in 2023, China's consumer market will transform from meeting basic needs to providing high-quality products and services. Taking the wall-hung boiler market as an example, on the one hand, the comfort upgrade market in the south continues to grow, and on the other hand, consumers have improved their requirements for the home environment and pay more attention to the comfort and economy of residential heating, which brings important development opportunities for the comfortable home market.
Similarly, Bosch Comfort Technology has also made important breakthroughs and progress in the field of comfortable home furnishings in 2023, launching a variety of green products and systematic solutions in the Chinese market, such as the release of China's first "Intelligent Hydrogen Hybrid Dual Heating and Hot Water System" at the Bosch International Import Expo, which fully demonstrates its innovative ideas and leading technologies in the field of heating and hot water, as well as the continuous exploration of multi-energy combination solutions for wall-hung boilers and heat pumps, providing a new and feasible path for promoting the formation of green development methods and lifestyles.
Mr. Wang Yunfeng said that from the perspective of industry development, the biggest dilemma in the industry is that the product homogeneity is serious, and there are more "volumes" than "volumes" innovation, which brings great hidden dangers to the healthy development of the industry. From the perspective of consumer pain points, with the continuous enrichment of supply-side products, consumers' choices are becoming more and more difficult because of information asymmetry.
In order to solve the dilemma of "involution", the key is to find a breakthrough in homogenization, launch products with differentiated characteristics, pay more attention to brand building and marketing promotion, and let consumers understand the advantages and highlights of products in a more popular and intuitive way, so as to help consumers make informed purchase decisions.
2024 will continue to be a year of both challenges and opportunities for the industry. On the one hand, the adjustment of the real estate industry may continue, which has brought certain pressure to the development of the comfortable home industry. However, on the other hand, the implementation of a series of heavy easing policies for real estate has also played a positive role in boosting household consumption and injected fresh vitality into the HVAC market.
In the future, digitalization, intelligence, and greening will become more and more obvious, and the "Matthew effect" in the market will intensify, and the charm of mainstream brands that can meet and lead consumer needs will not be reduced.
Technology-driven + service innovation two-pronged to create the core force of market competition
At present, the water purification industry is in a dynamic and transformative stage. With people's pursuit of health and quality of life, the market demand for water purification equipment continues to grow, and the market scale continues to expand. In addition, the innovation of science and technology drives the transformation of the water purification industry, and various new water purification technologies continue to emerge and apply, injecting strong impetus into the development of the industry.
Mr. Huang Qingyu said that in 2023, Ukou Group will be full of harvest, launching a variety of new water purification products, relying on advanced technology and high-quality product performance to be widely recognized by the market and the industry. From the turn on "50 Whole House Quality Water Purification Era" and then to create a new category of "cost-effective water purifier without buying a filter element for 10 years", Ukou keeps up with the pulse of the times, predicts the future development trend of the market, and has been iteratively upgraded many times, developing into a leader in the reform and innovation of the water purification track. At the same time, it has reached strategic cooperation with global first-line brand front-end raw material suppliers such as DuPont (Dow), Kuraray of Japan, and Delta Group of Taiwan Province, aiming to ensure that each product is equipped with international cutting-edge water purification technology and top materials, so as to create easy-to-use, practical and durable, so that consumers can afford and use water purification products.
At present, problems such as the uneven quality of water purification brands, the lack of standards and norms in the industry, the weak consumer cognition, and the high quality of products have become obstacles to the healthy development of the water purifier industry. Mr. Huang Qingyu said that based on this situation, on the one hand, it is necessary to strengthen publicity and education, improve consumers' awareness and trust in water purification products, and at the same time accelerate the formulation and improvement of industry standards and norms to protect consumer rights and fair competition in the market; On the other hand, enterprises need to increase R&D investment and design more scientific, more humane and more cost-effective water purification products according to consumer needs. In addition, it is necessary to grasp the new opportunities in the sinking market, broaden the coverage of the sinking market of water purification products, create a perfect after-sales service system, meet the needs of users with high-quality services, and win the initiative in market competition.
In 2024, it is expected that the domestic household water purifier market will continue to grow, user-oriented, technological innovation and product iteration will continue to become the trend of industry development, and having professional core technology, focusing on product quality and service level will become the key factors for enterprises to stand out in the fierce market competition.
Editor's note:
The high-potential market is accompanied by more fierce market competition, and the era of wine aroma is not afraid of deep alleys has become a thing of the past. Under the involution of the market, who can form the integration of R&D, product, service and marketing, who can truly grasp the initiative, blossom in many places in the future market, and achieve steady growth.