"π" (pie) is pi, and on March 14, 2019, Google announced that pi has now reached 31.4 trillion decimal places. "Minority" means that although the number is small, there seems to be an infinite number of possibilities. In China's whole house customization industry, there are also a few brands that stand out through differentiated products, operating models, and corporate culture, becoming leaders in the industry, and creating endless possibilities in the future.
Home Furnishing State and China Construction Expo (Shanghai) jointly reported in depth on some of the "minority" custom brands participating in the exhibition, digging out the differentiated advantages and highlights of these "custom minority" brands, and how they tapped the market space through these differentiations. After sorting, it will be promoted to more brand references to jointly promote the development of the industry.
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▲ China Construction Expo Dinggu whole house custom booth
Dinggu Jichuang Whole House Customization Division Marketing General Manager Dan Xianxi
q: Couture and light luxury have become a new outlet in the home furnishing industry, in addition to the emergence of many couture brands in China, foreign couture brands have also begun to lay out the Chinese market. Dinggu has also launched high-end products such as "Wu" series and "Dream Dream" series, in Dinggu's view, what is the development trend of high-end categories in China? How will Dinggu deal with the market and seize the opportunity next?
But XianXi: When any new concept or new product in any industry is born, the market and consumers have a process of being educated by manufacturers and gradually accepting and recognizing.
In the future, when the leading custom home furnishing companies complete the education of the market and obtain the first-mover advantage to "form" industry standards, the rest of the chasing companies will comply with the formed standards, or sort out their market positions and return to rationality, and finally complete the market stratification.
Couture is an industrial upgrade and change under the tide of the times for the industry, and couture is an upgrade of customized products and services for consumers, so it is optimistic about the future of couture.
▲ Dinggu Dream dream series
In the future, the layout of the top fixed couture products will be developed around "a couture lifestyle", and the current "elephant" series of couture products represented by the "Wu", "Dream" and "Jue" series have been developed around the metal couture, aiming to meet the requirements of consumers for higher quality of life.
Continue to rely on strong R & D strength, relying on the world's leading Industry 4.0 Internet, digital intelligent factory, manufacturing, releasing light luxury series products, in advance layout of high-end areas, seize the beach market, win the high-end!
Q: In addition to couture, in the past two years, "aldehyde-free additive" has also become a high-frequency word in the home furnishing industry. When a number of brands chose to launch "aldehyde-free additive" plates one after another, Dinggu launched Bamboo Fragrant Plate 2.0, what is the basis for this consideration? What are the advantages over other brands of aldehyde-free additive boards?
But Xian Xi: As a custom home furnishing enterprise that has long adhered to sustainable development, Dinggu has always insisted that a high-quality lifestyle should be the perfect unity of environmental greening and humanization.
Based on the ecological problems of the earth as the starting point, and the thinking of the future ecological green reciprocal home, in line with today's ecological consumption trend, Dinggu will upgrade the bamboo incense board to 2.0 again in 2020 through independent innovation.
▲ In July 2020, dinggu released the second generation of bamboo incense board
As early as 2017, Dinggu took the lead in the industry to launch bamboo incense boards to achieve "bamboo instead of wood", and in July 2020, it was jointly developed by Jinan University and released the second generation of bamboo incense boards, which conducted in-depth research on raw material selection, structural production, processing and production, so that it has greatly improved in environmental protection, physical properties, structural stability, insect resistance and mildew resistance, and air purification.
Pure nan bamboo raw material with three-layer stable plate structure, and the introduction of the German Dieffenbach production line, improve production accuracy, the construction of its own environmental protection glue factory, so that the top solid bamboo incense board in the field of environmental protection has a natural advantage.
q3: Last year, due to the impact of the epidemic, it directly accelerated the digital transformation of the custom home furnishing industry, and many custom brands have turned online, and Dinggu also held many live marketing activities last year. In this regard, how does Dinggu view the misunderstandings, challenges and opportunities of digital transformation in the customization industry?
But XianXi: The digital transformation of the customization industry is the general trend in the Internet era. How to optimize the digital transformation of the customization industry? How to better integrate into the digital transformation of the customization industry has become a crucial turning point. Many companies do not meet the reality of their own products, blindly follow the trend, and the final result will only be less than expected results.
▲ Dinggu Angle series
Transformation is the need of the development of the times, but it also has both challenges and opportunities. Whether it is Dinggu itself or other enterprises, before transforming digitalization, it needs to combine its own product positioning, brand characteristics and audience characteristics, etc., and digital transformation with its own characteristics is really useful.
Blindly following the trend without the actual situation will only be self-defeating, digital transformation is an infinite opportunity from point to point, and better use of digitalization combined with its own advantages is the key to success.
q4: For the current live streaming phenomenon of the custom home industry, what is the most intuitive feeling of Dinggu? What changes has live streaming brought to the sales or development of enterprises?
But Xian Xi: Live streaming with goods is also a well-known new trend today, but it is different from the live broadcast of fast-selling goods, such as the custom furniture industry, which is live with goods, and cannot blindly apply the way of carrying goods of fast-selling goods.
Live streaming is a new wealth code, but it is not necessarily a panacea, and for the characteristics of the industry, the form and effect of live streaming with goods are also completely different. Live broadcasting is an emerging outlet for Dinggu, and it is also a new opportunity.
▲ Top-solid Bergamo series
We have been looking for a more suitable way to live stream goods, hoping to use the way of live streaming to convey new products and new home concepts such as "light luxury home", "high-end products", "bamboo incense board" and other new products and new home furnishing concepts of Dinggu, for Dinggu, live streaming is not only a new sales channel, but also a new publicity channel and a new development direction.
q: In the face of the new crown virus will become a normalized virus, which will have a certain impact on enterprises and even the entire industry to a certain extent, so in 2021, how will Dinggu ensure that dealers can operate well?
But XianXi: Dealers need innovative and competitive products, a more flexible marketing model, and a reliable back-end support model.
In the future, Dinggu will continue to deepen channels and create diversified growth space, open up the front and back end of marketing through digital marketing and big data, and integrate online and offline resources to empower dealers and help market development.
▲ Top Gu Carlos series
▲ Dinggu Werd series
And pay attention to product research and development and technological innovation, long-term cooperation with Guangxi University and other famous universities to carry out school-enterprise cooperation, jointly develop high-tech products and innovative management technology, with the goal of "smart products, smart factories", build Internet-based, digital intelligent factories, continue to use products to support, use channels to achieve sharing, use tools to empower to support the rapid growth of dealers.
q: How do you view the customization industry in East China? Is this participation in the China Construction Expo (Shanghai) out of consideration for the East China market?
But XianXi: Custom industry enterprises in East China and custom enterprises in Guangzhou-Foshan, Sichuan-Chongqing region have reaped development dividends in the rapid development of the domestic economy and industrial upgrading and change, showing a strong product research and development innovation ability and manufacturing capabilities, I believe that in the future, all custom enterprises can continue to rely on industry expansion and walk out of their own unique development path!
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Interview Notes
Dinggu has three categories of whole house customization, security smart lock, ecological door, strictly speaking, Dinggu whole house customization can be called one of the few cross-border successful brands in the industry, Dinggu first started from hardware, quite well-known in the country, and has also received widespread attention after entering the whole house customization industry. After years of development, it has become one of the listed companies in the whole house customization industry. Every year, they donate or repair a hope school, one-on-one help for local poor students and other public welfare activities are well received by the society.
The reason why we chose Dinggu as a "large customization minority" is that the brand has performed well in recent years in many aspects such as "cross-border", "couture" transformation, new product research and development, etc., which makes Dinggu one of the representative brands in the industry, with a wide reputation and popularity.