For the mainland home improvement and building materials market, 2024 is a year full of opportunities. With the Ministry of Commerce and other 14 departments jointly issued the "Action Plan for Promoting the Trade-in of Consumer Goods", the "Notice of the State Council on Printing and Distributing the Action Plan for Promoting Large-scale Equipment Renewal and Consumer Goods Trade-in" has been further deployed to support residents to carry out local renovation of old houses, kitchens and bathrooms, etc., so that home improvement and building materials have been placed in a position comparable to home appliances, automobiles and other industries, and have become a well-deserved "blue ocean".
But at the same time, 2024 is another challenging year for the mainland home improvement and building materials market. Affected by factors such as the decline in real estate investment, the decrease in new house sales, and the lack of consumer confidence, the construction and decoration industry, which is mainly composed of public decoration and home decoration, is facing downward pressure, and the market is highly involuted. At the same time, with the continuous changes in the global political situation, the linkage between domestic and foreign markets has also been affected, and the entire industry is full of uncertainties. So, in such a "mixed" fluctuation and change, how should the majority of construction and installation supply chain enterprises respond? On June 18, at the 2024 Rabbit Health Decoration New Product Launch Conference, the reporter visited Zhan Xianxu, deputy general manager and dean of the Research Institute of Dehua Rabbit Decoration New Materials Co., Ltd.
The market is improving, and the head brand is promoting the "ascending" competition
When asked "how to evaluate the development status of the domestic home improvement materials market this year", Zhan Xianxu showed considerable optimism. He said that now people's requirements for the living environment are constantly improving, and the support of relevant departments for green building materials and low-carbon decoration is also increasing.
But at the same time, the majority of practitioners should also realize that the current home improvement and building materials market is in a period of order reorganization, and the market pattern is undergoing drastic changes. Consumers have put forward higher requirements for home intelligence, personalization, green environmental protection, etc., which drive enterprises to continue to "evolve" in product development and service models, such "evolution" is not only second-tier or third-tier brands need to pay attention to, but also head brands such as rabbits.
"To avoid the tragic price war and war of attrition, it is necessary to achieve 'ascending' competition through continuous R&D and innovation", Zhan Xianxu said that in order to complete this goal as soon as possible, enterprises must start from the perspective of quality, emotion and user experience, keenly grasp and deeply analyze the personalized needs of consumers, and obtain inexhaustible driving force through continuous iteration and innovation of technology and technology. Furthermore, under the leadership of the head brand, the entire industry can get rid of the traditional development shackles and enter the "high-dimensional" competitive era of innovation, quality and service.
Comprehensive layout, upgrade demand to give birth to masterpieces
At the product level, Zhan Xianxu said that with the upgrading of consumption patterns and the improvement of public aesthetic awareness, home decoration styles have also entered a diversified and personalized era. According to this, on the one hand, Bunny will choose to continue to optimize existing products, and on the other hand, actively lay out new categories of tracks to strengthen the moat. In accordance with the logic of digitalization, low-carbon, and art, we will take the initiative to innovate technologies and products.
According to Zhan Xianxu, many new products released at the 2024 Rabbit Health Decoration New Product Launch Conference, whether it is the "Twenty-Four Everything" innovative finishing products or the EB super board color series, all reflect such innovative development ideas. The former has six series, which draw inspiration from elements such as forest wood, leather texture, sand particles, natural light and shadow, traditional brocade and lace weaving art, and exquisitely reproduce the natural colors of all things in the veneer materials, so that each board can restore the real visual perception and texture of all things; The latter has 8 styles of glacier white, porcelain white, glow powder, lava gray, warm heart gray, cast iron gray, magic dark green, vermilion, using electron beam (EB) curing technology, which has the characteristics of yellowing resistance, pollution resistance, easy cleaning, no traces, hydrophobicity, scratch resistance, and bacteriostatic resistance.
Value empowerment, the era of individuality stimulates innovation vitality
Innovation leads, and high-quality products emerge one after another. Today, as the head brand of the home building materials industry, Rabbit Baby has established a relatively complete product system and is constantly upgrading and improving. Zhan Xianxu mentioned that with the continuous improvement of people's living standards, all social strata and groups of people are increasingly showing more distinctive consumption characteristics. For example, the post-95 and post-00 generations as the representative of Generation Z, they adhere to the unique aesthetics, sense of experience, sense of ritual, sense of atmosphere, and appearance supremacy of personality, and are more willing to pay for the "sense of relaxation", and the value consideration of product value covers emotion, appearance, health, intelligence, low-carbon and other aspects.
In order to cater to the different consumer needs of different groups of people, Bunny Bunny has made unremitting explorations from aesthetics and material science. As the president of the Rabbit Research Institute, Zhan Xianxu has a lot of treasures in this regard, and listed a series of product and process innovation measures to reporters. For example, to explore the surface feel of materials with warm colors and more comfortable textures, to bring a more three-dimensional and comprehensive psychological decompression effect; The "Dunhuang" style color matching gives related products higher cultural added value, which is not only expected to show cultural confidence in overseas markets, but also highly fit the cultural characteristics of the northwest market; By reducing or even banning the use of formaldehyde-containing raw materials and additives, the formaldehyde emission of board materials is reduced to the level of primary aldehyde emission of wood, and consumers are provided with more environmentally friendly product solutions; Increase the proportion of biomass materials in products and reduce the use of fossil energy to improve the service life of products to achieve the effect of carbon sequestration; Explore the use of high-tech means such as intelligent components to upgrade the plate, so that it has more "value-added" functions such as emitting different aromas and resisting returning to Nantian. All kinds of new technology applications and model innovations are aimed at improving user experience more effectively and targetedly, and promoting the focus of industry competition from price competition to value competition.
In the changing times, only change itself remains the same. The home improvement and building materials industry is undergoing a profound change, new materials, new processes, and new technologies are emerging, and environmental factors and policy guidance are also prompting consumers to change their concepts. Through the interview with Zhan Xianxu, it is not difficult for us to feel that Bunny is relying on the technology, products and other barriers built over the years, in terms of user feelings, R&D innovation, process improvement, etc., constantly upgrading and improving, reshaping competitiveness according to the needs of the new environment, and striving to form a positive cycle from consolidating product strength, enhancing bargaining power to consolidating and long-term market share, and then grasping a greater chance of winning in the future market competition.
Source: Provided by the company