The custom east wind swept into all corners of the home, and the balcony space also ushered in its small outlet. In the past, the balcony, which was only used as a drying space, has been given more possibilities, and the garden balcony, tea room, study, parent-child paradise and other entertainment and functional use have become a new direction for the use of balcony space... With the rapid development of the balcony customization business, it has gradually become a new blue ocean in the home building materials industry.
Despite this, the balcony space has received more and more attention, but the mature custom balcony brand is still lacking, and the custom balcony industry chain has not yet taken shape. In 2021, the Guangdong Custom Home Association established a custom balcony branch, hoping to unite the industry forces to promote the rapid development of the custom balcony industry. Based on this, the association and Bojun Media visited and exchanged with custom balcony enterprises to understand the current development trend of custom balconies and observe the direction of industrial development. In this issue, we walked into Mutu Balcony to interpret the development process of Mutu and the thinking of the balcony industry.
Mutu balcony
"Mutu" is a high-end custom brand of balcony cabinets founded by Zhongshan Lijia Home Furnishing Co., Ltd. in March 2020, which is a manufacturing enterprise integrating R&D, production and sales, and is committed to serving the high-end consumer group. After a series of market research and research on consumer needs, Mutu Balcony Cabinet redefined the balcony cabinet industry with a redoed thinking, further releasing the potential commercial space of balcony cabinet.
Mutu balcony cabinet material is made of all-aluminum alloy welded whole board, the product style is diversified, the value is high, and it has the characteristics of windproof and rainproof and durable. In two years, the number of Mutu balcony dealers in the country exceeded 100.
01
History
The shower room was born, and the big waves went forward
Mutu Balcony can be said to be the product of the professional shower room brand Santa Lua to open up a new track. Santa Lya shower room development so far 20 years, in the field of shower room has made good achievements, Lu Xinxin recalled: "We are doing shower room started, in the current market environment, single category competitive advantage is insufficient, the company needs to find new growth points, after a large number of market visits, research, analysis, and finally chose the balcony cabinet." ”
In May 2021, Mutu appeared at the Shanghai Kitchen and Bath Exhibition, which was unanimously praised by people in the industry and opened up many distribution outlets. In September 2021, Mutu relocated to a new plant, further expanding the company's scale and production capacity, and laying a solid foundation for better serving partners across the country.
"The custom balcony industry has a lot to offer."
"Mutu insists on taking the high-end positioning and serving the middle and high-end consumer groups." Whether it is personnel, raw materials, quality, installation, after-sales, Mutu has extremely high requirements for self, and pursues to provide customers with perfect products. Precise positioning, half a year, Mutu received more than 2 million orders a month, and steadily increased every month.
Mutu is out of the shower room, the current custom balcony industry has a multi-dimensional enterprise involved, such as the original garden wood lazy cat, do traditional lighting NVC, do stainless steel Kalio, do clothes dryer Olant, do ceiling of Aopu ... They have moved from different categories to the balcony field and explored.
02
Industry characteristics
There are many difficulties and opportunities in the early stage of development
At present, the balcony cabinet product materials on the market are diverse, each with its own characteristics, stainless steel, solid wood, aluminum alloy these three are more used and more ideal materials. Stainless steel is resistant to high temperature and corrosion, long life and cheap price; the disadvantage is that the processing is difficult, the production process is high waste, and the finished product weight is large. Solid wood natural environmental protection atmosphere; high disadvantages, easy to corrode deformation and cracking, not resistant to sun. Aluminum alloy durable corrosion resistance, light; high disadvantages, dents are difficult to recover.
As a part of the supply chain, materials are affected by the overall industry development and the factors of the industrial chain are not concentrated, and they are not mature and stable enough, which is a more obvious feature before the industry matures. "Small space, large customization", balcony cabinet customization attributes are extremely high, the error rate is extremely high, for brand owners and terminal manufacturers, it is particularly important to enhance professionalism. Cultivating balcony dealers and industry insiders who serve consumers will have great significance and important promotion for the development of the balcony industry.
Compared with other categories in the building materials and home furnishing industry, the balcony cabinet industry is still in the stage of barbaric development, and is still in the stage of industry brand formation, with low threshold, fierce price competition, low customer order value, and low attention from large businessmen. It is precisely because the balcony cabinet industry has the above characteristics that this industry has the opportunity, which brand can solve the above problems, it can develop rapidly and become an industry brand.
Since the beginning of 2020, Mutu has cooperated with the software side to work on the front-end to quickly produce renderings, one-click order splitting, and the system will be available online in May, which provides strong support for the terminal to achieve rapid signing and rapid delivery of the factory. For the future development of the industry, Lv Xinxin said: "The balcony cabinet industry will develop rapidly in the future, and at the same time, higher requirements have been put forward for manufacturers, who can better meet the needs of consumers, who can stand out in this track." "The first shot of the custom balcony subdivision track has already been fired in 2021, and the end point for all businesses is trial and error and breakthrough. The custom balcony industry has received great attention from the Custom Balcony Branch of Guangdong Custom Home Furnishing Association and Bojun Media, and it is believed that under the impetus of industry associations and professional media, custom balcony enterprises can run faster.
Text/Ye Linyan
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