All-aluminum furniture, large plates, water paints, art paints, etc., too fast, can the market pick up?
After reading the three major sections of building materials, furniture and decoration, there is a sudden feeling that there have been two passions in the past two years:
▲ One is the enthusiasm for moving closer to the capital market.
At present, there are at least 100 companies listed in these three industries, especially since 2016. The three trees, the Mona Lisa tiles, and the Shangpin homes are all IPOs during this period.
There is also financing, those new companies or veteran forces that can be mixed with the Internet, it is not uncommon to get a VC.
▲ There is also a tendency to push new categories.
Almost every subdivision of the building materials and home furnishing industry has successively had some new products that were previously unpopular, or the concept of new products manufactured by a certain company, from behind the scenes to the front of the stage, becoming the main target.
For example, porcelain throwing bricks, large plates, all-aluminum furniture, water-based paints, art paints, smart locks, smart mattresses, whole house customization, integrated wall, full-service customization, tile customization, etc.
Compared with those already very mature, these current new network reds are not large in the whole market. Even if some head brands are strong, the influence on the consumer side is relatively general, and there is not much scale. The increase in recognition is expected to take a long road.
It is limited by the current market recognition, and its prospects are extremely impressive. Whoever can open the skylight first, whoever may meet the first dawn

01
Have you found that the all-aluminum home suddenly feels a little bit of fire.
Some companies have increased their promotion efforts, and the information on each channel has suddenly exploded.
The furniture is extruded with aluminum rods, the surface is treated by wood grain transfer, and then spliced with hardware accessories, which can be made into cabinets, wine cabinets, wardrobes, bookcases and other products.
Its advantages in environmental protection are obvious. The splicing does not require glue, but the lock or gusset. In addition, it is more durable, waterproof, moisture-proof, insect-proof, fire-proof, no deformation, no cracking, no discoloration and mildew, long service life, and can be recycled.
The price is more expensive than ordinary particle board and particle board, but it is not expensive.
The large-scale research has inquired about the fact that the company with full activity and exposure is at least a list of all-aluminum households.
Cabinet Vision, Gumeixin, Jiashang, Wolaimei, Wanjiayuan, Baijiabang, De Orolan, Shangbainian, Paijiadi, Tan Long, Mr. Aluminum, Ishabella, Longshide, Zhongwang , Royal Aluminum Pavilion, Rongqun, Aluminum Master, Visdno, Aluminium, Xingfa, Feng Aluminum, Jinge, Jianmei, Weiye, Nanshan, Weichang, Yinuoya, Yan Aluminum, Winner, Weiss Deno, Baijiabang, etc.
Interestingly, in the Foshan production area, there are many aluminum furniture factories, while the furniture production areas in Beijing, Zhejiang and Sichuan have relatively few aluminum brands.
Traditional furniture leading enterprises basically do not have a single aluminum furniture product line.
Although the advantages of the product are obvious, but the problem is not small, for example, its texture is relatively hard and cold, after all, it is made of metal material. And when it comes to moving collisions, the sound is very loud. The current all-aluminum furniture has a single color and it is difficult to meet the diverse furniture style requirements.
It seems that some rental rooms, restaurants, shared office space and other places are more suitable for all-aluminum furniture. This is also a special focus of the development market. If the positioning is clear and can win a certain market segment, it may also hatch several promising companies. All aluminum furniture manufacturers
02
The building ceramics industry has undergone several generations of product changes. Previous polished tiles, antique bricks, full polished glaze, microcrystalline stone, wood grain bricks, etc., lead the way.
In the past two years, the marble tiles have been cultivated into positive results, which has led to a new frenzy.
Porcelain throwing bricks, slabs, and tile customization are three types of recruits that are currently on the air.
Nobel pushes porcelain to throw bricks. It only considers to concentrate on promoting this period of time. It has been two years or so, and it has saved a lot of money and cost a lot of energy.
The degree of recognition is still not up to the marble tiles, but many companies have followed up, including Gaode, Jin Ceramics, Meitao, Camia, Hongyu, Baxter, Camel and so on.
Like Wrigley, Jiajun, etc., the concept of porcelain riprap was separately proposed.
There are some websites that have been selected for the top ten porcelain brick-casting brands. In any case, they can't avoid the Nobel, but also like Hongyu, Oufulai, Bohua, Camel, Mingdian, Aoqiang, my home, and the famous emperor's home. , Kinderley, etc.
According to the large-scale research, from the perspective of consumers, the name of porcelain throwing bricks is too technical, and it is difficult for non-professionals to understand its meaning. It is even less clear that the antique bricks, polished tiles and wood bricks exist before. What is the difference.
In comparison, marble tiles are a high move. If you don't know the marble, there may not be much. The back of the tile, like a marble tile, is easy to understand. And from the name of this step, the product grades were lifted up.
It is unrealistic for porcelain to throw bricks to fire quickly. From the Baidu index, since 2017, its search attention has not increased significantly, and it is relatively stable, about 200. In contrast to marble tiles, the difference is about 4 times.
If this new soldier wants to become a special soldier, it will take a few years to settle down, and at the same time, some powerful companies will enter. Before 2016, marble tiles were tepid and lasted for 4 years. Later, Jane continued to zoom in, and with the addition of many wars in the industry, it made it red. Suzhou all aluminum furniture
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In addition, the big board, including the Italian Bologna exhibition, the Foshan ceramics fair, etc., the large-plate tiles are the focus.
Various large specifications such as 1000×1000 (mm), 900×1800 (mm), 1600×3200 (mm), 1800×3200 (mm), and 1800×4200 (mm) have been born.
One or a few tiles, the wall is fixed. A few tiles tiled the entire house. Compared to traditional small-sized tiles, the difference is quite obvious.
It is said that in 2007, Mona Lisa pushed the 900×1800×5.5 (mm) large board in China, and later pushed the 1200×2400×5.5 (mm) specification. During this period, many forces entered.
According to incomplete statistics of large-scale research, companies that have large-scale product lines have at least Bobo Ceramics, Xiejin, Sanrong Ceramics, Xinzhongyuan, Shuncheng, Bode, Asia, Gold Asia, Jane, Europe. Shennuo, Huapeng, ICC, Nobel, New Pearl, etc.
Moreover, companies such as Asia and Jane are not only making large boards, but also large-scale marble tiles, which have merged the big boards with some popular items.
Moreover, the group army that looks at the big plate of fat meat is much more powerful than the one who looks at the porcelain throwing bricks. Almost a well-known old-fashioned ceramics company has regarded the big board as one of the new main directions.
However, it is impossible to say that the slab will replace the original small-sized tile. Its advantages are concentrated in the convenience of cutting, high-end decorative effect, easy to clean, etc., suitable for villas, luxury houses, clubs, high-end hotels and other places.
But the problem is also obvious. The small-sized houses are paved with large plates, and the effect is not very good. Moreover, the price is relatively high, not very close to the people.
Even if the price can be lowered, it is difficult to become the mainstream of the mass consumer market, but it can properly take the position that belongs to it, such as sales offices, large units, villas, clubs, high-end hotels, community lobby, shopping centers. Wait.
Tile customization is also stepped on the air outlet. In the previous renovation of a house, you might want to buy tiles or tiles from two or three companies. Now you have a custom, maybe a brand will get it.
There are also possibilities for it to go through, perhaps not the customization of the tile product itself, such as customization of colors, sizes, texture patterns, etc., but customization from the space.
According to the needs of different owners, different places, different styles, etc., provide individualized design of tile paving effect. After the renderings come out, reach a consensus with the buyer, and then match the tiles according to the renderings. This is expected to have a considerable market. demand.
Dongpeng, Ou Shennuo, Shunhui ceramic tiles, etc. are all working hard for this purpose, such as Dongpeng’s TCL Sun Angel Customization, and Ou Shennuo’s new retail, all implementing free custom gauges, free custom designs and plots, etc. .
03
Water-based paints, art paints, etc., are not new species. At least a decade ago, companies were doing these things.
But before they actually went to the stage, they were taken seriously, but it was a matter of recent years.
A round of small outbreaks, the first-line brand concentrated firepower, professional brand upgrade promotion, sharp edge, and took out the magnificent strategic goals.
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Art paint plate, according to incomplete statistics of large-scale research, at least the following brands participate in the competition:
Carpoly Si, Qianghua MP7, Bucks, Yi Tu, Kabali, Kishbo, Wapainte, Jiangmen Riyang, Inniste and so on.
The first-line big names have basically begun to encircle the land, but in the entire revenue, the role played is not very eye-catching.
Mei Tushi's performance is quite positive. From the perspective of open channels, art paint has even become a strategic business line of this old paint company, doing wall art paint recommendation meeting, organizing art paint painting training, etc. Happy.
Carpoly's efforts are not small, and it is very early. In 1999, it cooperated with Swedish Painter Co., Ltd. to produce textured paint. Later, a number of new products were introduced, such as 3D color paint, seaweed mud natural wall clothing, Blanco three-dimensional color paint, indigo art paint, etc. The country has paved nearly 300 stores.
However, in the current art paint market, no one dares to say that he is the leader, and the brand echelon has not formed. In the buyer's choice range, who is preferred and who is behind is not particularly clear.
Therefore, in the absence of a predator, the strength of the small and medium-sized professional brands is not a strong opportunity to make a market leader.
This is not the case. Some companies have already released their words. Kabali has set up a three-year operational plan and strives to generate 150 million yuan in revenue in 2019.
Waco Paint started with art paint and created a new vocabulary of “texture wall film”, which is called “texture paint” and locked in the “high-end wall customization expert”. According to public reports, there are more than 200 experience halls.
Compared with Dulux, Sanshu, Carpoly and other head brands, more than one billion revenues may not be in their eyes, but as a professional sub-brand of art paint, upgrade to this level within a few years, can not be underestimated . After all, the artistic paints of Carpoly and the American painters are estimated to be less than 100 million a year.
Under the premise of solving environmental concerns, art paints still have a lot of market space. After all, its decorative effect is quite attractive, but it needs a few passes:
First, the coating effect can not pass, second, the price can not be close to the people, and the third is the leading brand.
The prospect of water paint is no doubt. According to a research report issued by research institute Zion Market Research, the global waterborne coating market will reach US$58.39 billion in 2015 and US$78.24 billion by 2021. The compound annual growth rate will be 5%. .
It is said that in the European and American markets, the market share of waterborne coatings accounts for more than 60% in some places. In China, CITIC has reported that China's waterborne coatings account for 39% of the entire industry.
In the context of reducing environmental pollution, it is undoubtedly a consensus to push water-based paints from the official to the private sector. The Ministry of Industry and Information Technology has documents, and the Ministry of Environmental Protection has policies. Even patent applications for water-based paints have increased dramatically.
The morning sun of All in water-based paint has never been said. In addition, companies such as Sanshu, Carpoly, and Mei Tushi have also made heavy bets on water-based paints.
Last year, it was reported that Sanshu plans to invest more than 30 million yuan and add 202,000 tons of waterborne coatings. Carpoly has long established a research team for waterborne wood lacquer. It is said that the paddles and bamboo slabs used in the opening ceremony of the 2008 Beijing Olympic Games are made of Carpoly's waterborne wood lacquer.
In the subdivided areas of water-based paints, such as water-based wood lacquers, water-based wall paints and other heavy-duty sub-categories, there are also professional brands, such as Berdingk, mainly for water-based wood lacquer and water-based wood coating.
Some furniture brands are also considering the use of water paint. Previous studies have shown that the domestic water-based paint industry in the furniture industry accounts for less than 10%, but the two-component water-based paint is not a small market.
Some public reports have mentioned that some furniture companies have implemented water-based plans. For example, Huayun Wood has cooperated with Clivia and Covestro to complete the water conversion in 2016. The Douding Manor, which locates the youth furniture brand, has also implemented water-based coating.
In addition, some door and window brands have already developed the concept of water-based wooden doors, such as the European-style wooden doors, Shengbao Luo, Wanjiayuan, nature, Jinfeng and so on.
Perhaps the biggest step is the water-based Ketian, the company that Yao Ming endorsed, cut through the water, put on the product line of home improvement materials, cabinets, wardrobes, furniture, etc., and played "non-toxic large furniture" and "non-toxic whole house". The concept of customization.
However, unfortunately, according to the "Beijing News" report, in May, the Shenzhen Municipal Market Supervision Administration in the sampling inspection, three "water-based Ketian" products were unqualified, no doubt, the water-based non-toxic target has yet to be true Fall to the ground.
From the market side, the call for water-based paint is very high, just look at the Baidu index. In 2017 and before, its search attention was not very high. The highest weekly average exceeded 1000, but it changed greatly in 2018. The highest weekly average index has already reached 3579, an increase of 2.5 times.
It is inevitable that the market will be recruited. One is that the furniture factory and the door and window factory will consider introducing water paint to get approval from the environmental selling point. The other part is that more and more owners will give priority to water paint.
But it does not mean that your water paint can be recognized by the market. The key is to have a reliable product that can be obtained, and it can withstand the test and win the recognition. It is possible to make a deep mark on the water-based layout and gain a place. .
Comprehensive judgment, Deng Chaoming, founder of Dacai Research and author of "New Retail Combat", believes that many new categories that are currently active in the market are cutting the traditionally superior categories that have been laid down, and there is no substitute or subversion. But in the end, you can get a bigger market share.