On December 9, 2022, the Shenzhen Furniture Industry Association successfully held a "Shenzhen Furniture" customization transformation seminar at the headquarters of Renhao Home Furnishing, the association's president unit. Mr. Hou Kepeng, the chairman of the Shenzhen Home Furnishing Association, Mr. You Guozhong, the president of the association and the chairman of Renhao Home Furnishing, Ms. Hong Xiaohui, the secretary-general, and other association leaders attended the seminar. The meeting was presided over by Secretary-General Hong Xiaohui. Mr. Huang Baocai, the chairman of Yinyi High-End Whole-House Customization, Mr. Chen Annan, the Director and Executive president of Bosen Home Furnishing, Mr. Yang Yongqing, the general manager of the Customized Home Furnishing Division of Zhihua Shi, Mr. Huang Yuanhao, the general manager of the Export Division of Zuo You Home Furnishing, Mr. Wei Bin, the general manager of the CBD Large Customer Division, and Mr. Yao Peng, the Vice president of the Marketing Center of Songbao Kingdom, among other enterprise leaders, participated in the symposium and exchange together.
As one of the fashion and creative industrial clusters in Shenzhen, the furniture industry has become a new calling card of the city. Fashionable home furnishings, led by Shenzhen, Shenzhen furniture has become a benchmark in the furniture industry. Customized home furnishings, as a part of the overall home furnishing, play an important role in the fashionable home furnishing industry. The seminar conducted an in-depth discussion on the transformation and development as well as the future direction of the furniture customization industry in Shenzhen, endowing the Shenzhen furniture fashion and creative industry with new development content. Representatives from various enterprises also offered suggestions and strategies on how to unite for development, jointly respond to the new situation, and how Shenzhen furniture enterprises can complement each other's strengths to jointly explore the home furnishing market in the post-pandemic era.
At the meeting, Mr. You Guozhong, the president of the association and the chairman of Renhao Home Furnishing, extended a warm welcome to the representatives present and expounded on the urgency and necessity of the transformation of furniture customization in Shenzhen. The joint construction of finished products and customization, as well as "whole-house decoration", has become a new track for the development of the home furnishing industry, which is also the strategic development direction of Renhao Home Furnishing Enterprise. The two-way integration of finished products and customization requires not only the perception of the design details of the entire house space but also the systematic delivery of modular products. This is also the trend of the future development of the industry! "Chinese furniture looks to Guangdong, and Guangdong furniture looks to Shenzhen." The furniture industry is one of the advantageous traditional industries in Shenzhen. Shenzhen furniture enterprises should also unite and leverage the platform resources of the association to expand the influence of their customized transformation and win over more consumers. The association will also fully leverage its platform effect, actively guide enterprises to follow the development path of innovation, coordination, openness and sharing, and promote the high-quality development of Shenzhen's furniture industry and enterprises through activities such as setting up typical enterprises and quality standard ratings, continuing to carry forward the "design" brand of Shenzhen furniture. Mr. You Guozhong also introduced in great detail Renhao Home Furnishing's "finished products + customization + soft furnishings + smart + full decoration" "Whole house home furnishing, full case design" model, providing better one-stop services to meet people's pursuit of a beautiful home life.
Chairman Hou Kepeng of the association fully affirmed the strategic development of Renhao Home Furnishing and emphasized the three major functions of the association: First, "building Bridges for enterprises", using the platform of the association to build Bridges between enterprises and the government, among enterprises themselves, and between enterprises and the outside world, and to establish a network of horizontal and vertical communication. The second is to guide the enterprise along a good path and create a favorable situation. Conduct in-depth and focused research on the cutting-edge issues in the development of custom-made furniture in Shenzhen, understand the industry's development direction, guide advanced enterprises to share their advanced experiences in transformation and development, give full play to the leading role of leading enterprises, promote technological innovation and scientific progress in the industry and the sector, and guide enterprises to transform and upgrade. Third, we will provide good services for enterprises, persist in doing a good job in award and excellence evaluation and other work, introduce supportive policies in relevant aspects such as "product power, brand power, designer channels, and new media channels", and better provide development platforms for enterprises.
Subsequently, Mr. You Xiaozhi, the general manager of Renhao Home Furnishing Manufacturing Center, shared Renhao Home Furnishing's experience in full-chain management including product supply chain, standard intelligent manufacturing, and internal production management, allowing the attending guests to have a further understanding of the supply chain back-end operation mode of Renhao's full-case home furnishing.
Mr. You Qiliang, the general manager of Renhao Home's Smart Ecosystem Division, expounded that under the current trend, home life is also moving towards intelligence, scenario-based, and experience-oriented. The application of smart home will bring great convenience and comfort to our future home life. When furniture enterprises are making industrial layouts, they should not only "keep up with the trend", but also consider: whether the products and services they produce are "intelligent" enough, and at the same time, whether they should improve the compatibility among products and interact with more comprehensive and practical scenarios... This requires the continuous efforts of the entire industry to help us achieve a truly smart home life.
Ms. Xiao Yi, the general manager of the Self-operated division of Renhao Home Furnishing, explained the viewpoints of "No customization, no home" and "A home is designed". What we need to do is to be "good-looking and tasteful", with appearance, level and quality, and to meet consumers' customized home furnishing needs in one stop, which is the general trend of the future market.
During the on-site exchange session of the seminar, the heads of the participating enterprises closely focused on discussing the transformation ideas for furniture customization, the efficient collaboration between brand owners and distributors, as well as how to quickly and economically address the pain points of customized products in the supply chain. The heads of each enterprise also focused on conducting precise and in-depth analyses of their respective aspects in the process of customized transformation and development, such as innovating the customized product industrial chain, building a high-quality service system, designer teams, expanding product sales channels, segmenting customer groups, linking lifestyle ips, reconstructing industrial space, and precise online traffic diversion - identifying gaps, presenting problems, and offering suggestions, striving for clarity and clarity. Be targeted.
In the face of the transformation towards customization, Shenzhen furniture enterprises, although there are many problems that need to be solved urgently, also have irreplaceable advantages. The first and foremost is the brand advantage. An outstanding Shenzhen enterprise can survive in the fierce market competition, and its brand influence should not be underestimated. Once the transformation is successful, it will also bring immeasurable profits due to brand benefits. Secondly, after years of exploration and development, Shenzhen furniture enterprises have a design gene that Shenzhen, the "Design Capital", cannot match. Each enterprise has also basically established a complete service system, which includes the sales experience accumulated by the enterprise over the years, designer teams, dealer groups, customer groups, supply chain systems, etc. Therefore, when furniture enterprises make slight adjustments on the original basis, the experience and capabilities they possess are also incomparable to those of nascent enterprises. Therefore, as long as Shenzhen furniture enterprises can fully utilize their existing resource advantages in brand benefits and supply chain systems, the path of transformation and upgrading still has a promising future.
