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The Guangzhou Construction Expo, which opened on July 8, 2016, made people feel the hot scene of the home industry with an audience of more than 250,000 people per day. Beijing Business Daily reporters noticed that most of the exhibitors played the name of “full house customization†and showed customized effects with VR. It seems that they are not customized, and that VR is outdated. People of insight have pointed out that if there is no informatization and standardization of arming, it is a castle in the air; VR does not have the ability to "what you see is what you get", it is a flurry. Customization and VR, for a time, the two big gimmicks that the home business screamed for the fashion.
Customized and VR flying
At the Guangzhou Construction Expo, custom home is a well-deserved protagonist. Customized, whole-house customization has been regarded as a strategic direction by many companies, and it has been attached to the most conspicuous position of the exhibition hall. It is full of flying momentum: Marg custom homes are marked with positioning, “focus on high-end whole house customizationâ€; Renhao Home Products in 2016 3 After the monthly test of the water customization field, the slogan of “China's slate-wood custom-made runners†was made this time; on the big signboard of the stenciled wooden door, “custom wood customization†was quite eye-catching.
Strolling through the exhibition hall of the Guangzhou Jianbo Fair, the word “customized†frequently appeared on different signs, which made people feel the popularity of customization. In addition to the Guangzhou exhibition, the custom home is also hot. On the 4th China Redwood Furniture Boutique Tasting, which just ended on July 4th, the mahogany house customization became the focus of the industry leaders. Combined with different hot words, major brands have also created a variety of eye-catching custom types, such as "technology customization", "exclusive customization", "O2O customization", "full house customization 3.0", dazzling.
As hot as customization is VR virtual reality technology. A number of brands such as Europa and Marg set up a special VR experience area in the exhibition hall. The slogan side of the “720° immersive panoramic experience†is often seen by the participants waiting in line for the experience; Sophia’s “Seeing the Future†The theme was unveiled, combining VR with 3D digital projection, holographic projection imaging and other technologies; even the TATA wooden door, which has always been known for its stability and dedication, is also set up in the corner of the exhibition hall, which is costing 2 million yuan. experience zone. "Close the door, it is an independent quiet space, you can experience the mute effect of the TATA wooden door; wear VR glasses, you can also mix your own home as you like." TATA wooden door chairman Wu Chenxi recommended.
Collectively follow the wind
As early as 2015 at the Guangzhou Construction Expo, Beijing Business Daily reporters noticed that customization has become a major outlet for the home furnishing industry. There are as many as eight custom home showrooms, and the total number of exhibition halls in the exhibition is 25.8%. This year's Guangzhou Construction Expo, from the number of exhibition halls, the popularity of custom homes on the basis of 2015 has increased. According to Beijing Business Daily reporters, in the 40 exhibition halls of the 2016 Guangzhou Construction Expo, there are 12 exhibition halls related to customization, accounting for 30%, including 2 custom ceilings for ceiling decoration, 2 custom showrooms for wardrobes and sliding doors. 3 custom kitchen custom showrooms and 5 custom home showrooms. After a year of development, custom homes are changing from a new enthusiasm to a big trend that has to be followed. All major companies have to follow the trend and enter the custom field. If you don’t need to “customize†as a gimmick, it will die. .
VR technology is somewhat incomprehensible. From March 18th, Federal Home exhibited the VRHome space experience system for the first time at the 37th China International Furniture Fair. In April, the top 100 furniture set up a VR experience zone in the exhibition hall to introduce this technology into Beijing. Will be concentrated in the debut, VR technology has become the new favorite of the home industry in just 4 months. Why is VR hot? Yang Xin, general manager of the European-style wardrobe marketing, believes that allowing consumers to choose their own products to match the supply and demand, VR technology can truly solve the pain points of users, which is the charm.
However, after the Beijing Business Daily reporter experienced it personally, he found that the big brand's depiction of VR technology is somewhat exaggerated. In the exhibition hall of a big brand, the Beijing Business Daily reporter wore VR glasses and saw the latest experience store interior. “Experience store interior shows the use effect of our products at home, and I want to do it at random. This technology is too complicated and can't reach it.†At the exhibition site, an agent from the third-tier city experienced the VR technology and thought This is just a gimmick made by the brand for fashion. "Technology is very cool, but after the consumer has used it, I really want to believe that it is my future home. I am willing to sign the bill? I look at us, it is better to do the experience store. It’s better to be better.â€
The strength behind the concept
Customization and VR, in the end, is to provide consumers with a "what you see is what you get" shopping experience, or a short-lived hype, the concept behind the strength of the enterprise.
Yao Liangsong, chairman of the European-style home group, pointed out that customization seems to be chasing individualization, but actually considering the accumulation of enterprises in standardization and informationization. "The biggest advantage of informatization is the infinite potential, and the one who is constrained by its role is the so-called 'burning money.'" Huang Weiguo, vice president of custom-made house of Siniman, also expressed the same point of view. A piece of cake, but now the whole house customization is not all companies can do, technical support, production hard power, research and development capabilities, market reputation, etc. are very important. For now, there is also a 'Li Wei in the whole house customization industry And Li Gui', the precipitation of time will slowly tell everyone, in the end who is the real whole house customization."
For customization, companies are not only faced with the problem of whether or not to enter, but more importantly, whether they can cross the threshold and obtain admission tickets. For enterprises that do not have the strength to support their own informationization and standardization, Yao Liangsong’s predictions are inevitably chilling: “All traditional industries, if not armed with modern information, will become a broken iron! Just like a sword-based cold There is no suspense in the victory or defeat of weapons and weapons.
The new technology VR technology, after being followed by the follow-up, the current limited technical level is gradually exposed. The types, colors and sizes of household products vary, and different types of real estates are different. These need to build huge 3D modeling projects as support; wooden doors, windows and other post-installed products, if you want to present their effects at home, integrate more The pre-installed categories to form a database have yet to be resolved; more importantly, after experiencing virtual technology, how many consumers believe that they are seeing themselves in the dazzling "720° immersive panoramic experience" The home, and the actual signing, also has doubts.
People of insight point out that although VR virtual technology is cool, it is also a big test for the strength of the enterprise. Before the technology is mature, it is better to calm down and overcome the technical difficulties, or to improve the experience store, so that consumers can be in reality. See your future home.
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