In recent years, with the family of durable consumer goods furniture products, large-scale customization has become a hot, especially hot, especially custom cabinets, custom wardrobes and other categories, as the furniture of the two largest custom, become the first choice for many families. But also to many household electrical appliance enterprises to see, ahead of the layout and detonated large-scale customization of the market hope.
In fact, more than 20 years ago, in order to avoid the United States, Suning and other large chain, with the traditional agents of the conflict of interest; and 9 years ago to avoid the line Internet stores and offline business interests of the conflict, home appliance manufacturers are through the 'channel custom', 'electricity providers exclusive', 'chain stores for' and other ways to solve the same brand, the same product in different channels, different sales The price of the conflict.
Channel customization non-user customization
However, the above - 'only for the channel business' rather than the family of consumers customized, but the product model and the appearance of the differentiated segments, designed to solve the user parity caused by different channels of vicious competition, rather than the user life scene of the individual, The demand for large-scale customization is not the development direction and connotation.Thus, it also derived a series of large-scale home appliances on the core issue: that is what is the mass customization of home appliances? Mass customization of home appliances in the Chinese market can Scale landing
At present in the Chinese home appliance market, around the mass customization of home appliances on the emergence of a strange phenomenon, that is, custom home appliances 'two factions.' School is optimistic. For custom appliances are extremely optimistic, bullish, and now has been exploring large-scale custom appliances Fast landing system solutions; another school is empty. For custom appliances is not optimistic about the concept that is the concept of speculation, can not become a reality in the market floor.Because once from large-scale manufacturing to customization, will be the core of China's home appliances The competitiveness is discarded.
Aside the optimism of the specific reasons regardless, the reason why the empty thought of the question or even empty the custom home appliances. The key reason is: First, do not understand the meaning of large-scale custom home appliances, always extreme private custom, understood as large-scale Customization; two is not to understand the scale of custom operation path, do not know where the user, what, more worried about the upstream suppliers can not be real-time supply, but also worried about their own flexible production capacity; Third, the past, the traditional empiricism at work, Willing to accept new things, decisive exclusion.
Specifically, the current number of home appliances manufacturers to understand and accept the 'mass customization of home appliances' bottleneck is that large-scale customization involves both ends, complex and lengthy: one end is the market chain, that is, user needs, how the market will be forty thousand 100 million families personalized needs, sorting out the sort of class, the small scale will be pooled into large-scale, the lack of platform, link;
The other end is the supply chain, which involves product manufacturing and raw material supply two links.Preparation of the supply chain directly determines whether the continuous supply of home appliances, and flexible manufacturing capacity is related to the supply speed.
Furniture size customization specified road
The fact is always better than eloquence.Now, more and more household electrical appliance enterprises have been involved and promote large-scale customization, and let some users taste the sweet ahead of the same time, with the cabinet one of the custom refrigerator, kitchen products, One of the custom washing machine products, are in the past year so that manufacturers do not let the taste of sweetness.
In recent years, the furniture industry custom cabinets, custom wardrobe, has become an important force to promote the transformation of the industry and support.Also to the customization of home appliances can provide reference and reference ideas: home appliances must be customized front, back Integration of the linkage, but also to achieve precision, integration and coordination of the enterprise control of user needs, to control the mass customization capacity of the harsh test, but also crack the worries of home appliance industry for many years the problem of inventory burden.
The front end must be opened with the user's real-time interactive system, insight into the user needs.For example, the first door to measure the cabinet wardrobe size, the second to provide custom design, three home installation, each time to enhance the feelings and relationships with the user, The user's needs, in order to truly achieve the maximum customization under the individual.For the home appliance business, how to seize the user, in addition to self-built platform, you can also use dual micro, community and other public platform to explore.
The back end is to have enough flexibility to build capacity and integration of capital supply chain resources in the ability of custom home appliance R & D and design process, to emphasize the standardization of core components, generalization, the pursuit of functional differentiation, diversification , To avoid the upstream suppliers of resources caused by short supply capacity within a short period of time at the same time in the internal flexible manufacturing, with the help of automation, information technology, and digital, etc., to achieve short-term multi-batch size custom output.
You can see, with the consumer to continue to accelerate the upgrade, home appliances as a durable consumer goods, its purchase more tend to full-year, normal, rather than centralized, phased detonation.This also gives the scale of household appliances to explore, And even trial and error to provide space and opportunities, then the next home appliance industry-related custom category can usher in a new detonation?
I think that the possibility is great, the key depends on the determination and perseverance of the enterprise, and the most easily break through the field will be in the ice wash, kitchen products.