At the just-concluded 2018 Shanghai International City and Architecture Expo, the exhibition hall built by Shanghai Pinzhai Decoration Technology Co., Ltd. using the prefabricated decoration method attracted the attention of a large number of people, and many exhibitors were very impressed by this novel way of installing houses like building blocks, and the advantages of its delivery quality standardization and high environmental protection in the decoration room made people with decoration plans eager to try.
Xiang Pet, CEO of Pinzhai Decoration Technology, believes that technology is the best definition of Pinzhai, because compared with the traditional decoration process, the decoration method provided by Pinzhai assembly is the transformation from on-site service of craftsmen to factory production, which weakens the role of decoration workers in decoration, and completes the entire process of decoration with prefabricated technology, high-tech products and industrial production.
Prefabricated decoration is not a new concept, as early as the 1940s and 1950s, it has been widely used in Japan and Eastern Europe. However, it really began to be popular in China, or nearly a year or two, with the country's vigorous promotion of prefabricated buildings, prefabricated decoration this blue ocean is gradually being concerned.
Compared with the traditional decoration, the assembly type is still in the early stages, the practitioners, professional companies are still less, although there are constantly players into the game, but Xiang Pet believes that the assembly type will not appear in the traditional home decoration or Internet home improvement that the stage of barbaric growth of the industry, the root of which is that the assembly type has higher requirements for the design and development, production and manufacturing and supply chain integration capabilities of the enterprise, the industry barriers are obvious, and it is not a problem that can be solved by launching a new model or mastering the marketing skills.
To do a good job of assembly, enterprises must have some hardware capabilities:
First, the prefabricated type has higher requirements for the professional ability of the enterprise. On the one hand, because the current prefabricated type is mainly used in B-end scenarios such as hotels and apartments, it has a strict test of the large-scale design, integration and delivery capabilities of enterprises. On the other hand, the prefabricated type transforms the customized decoration of one household into factory production, which requires the design team to have a high professional ability to combine architecture and decoration, and can cope with the extremely granular and precise decoration requirements.
Second, the prefabricated will be a more subdivided and collaborative industry, and enterprises should find the correct positioning and build on their strengths and avoid their weaknesses. At present, there are several types of manufacturing, design and development, installation delivery and local solution copywriting providers, each of which focuses on different links, so the requirements for related capabilities are also different, in this blue ocean market where supply is undersupplied, accurate enterprise positioning, to be narrow and fine is not wide and flat.
Third, the decoration changes from service to production, requiring enterprises to pay more attention to the research of components, materials and systems. A good prefabricated team must have the ability of industrial design, structural design, wood wall design and interior design.
From the perspective of labor, the current home improvement industry is facing the problem of more workers and fewer workers, and the delivery capacity of many installation companies is difficult to scale, which is the reason for the small number of employees and low work efficiency. With the maturity of the prefabricated industrial chain and supply chain, some products of traditional wet decoration such as cement, mortar, flooring, tiles and other auxiliary materials and surface materials will be replaced, reducing the use of non-renewable materials.
"The prefabricated type provides a new solution for decoration, there are many scenarios that can be applied, and in the future, the prefabricated sinking into the C-end is inevitable." Due to the premise of large-scale mass production, at present, China's prefabricated decoration is mainly used in offices, hotels, apartments, public rental housing and other scenarios, but Xiang Pet believes that the service b-end is the process of combining the service chain and the supply chain, when the fit between the two reaches a certain standard, the assembly type can cut into the C-end, and the existing home decoration is grafted to form a new market pattern.
In Xiang Pet's view, home improvement industrialization is a social necessity, which can be seen from the popularity of the overall bathroom, the overall cabinet, and the overall wardrobe. The intervention of assembly will make the home improvement industry form a pattern of low-end decoration industrialization, high-end market refinement and manualization. In the mass market, prefabricated companies will form upstream and downstream relationships with existing installation enterprises, providing products and solutions for prefabricated enterprises, and home improvement companies are responsible for obtaining traffic and providing delivery services.
"In the future, the prefabricated decoration market pattern will be a new style, it will not be a small business, nor an oligopoly." Decoration is not an independent product, can not form an independent closed loop, it must be combined with the building, so the prefabricated decoration enterprises will be larger than the traditional decoration enterprises, the status quo of the localization of the decoration enterprises will also be changed because of industrialization, prefabricated product components will be like home products to achieve national circulation. ”
The prefabricated type creates efficiency for the industry, and plays a significant role in the effective use of resources, the reduction of labor costs, the acquisition of employee value, and the improvement of the contradiction between supply and demand. In addition, the decoration results obtained by using the prefabricated method are more stable, industrially produced, and the product quality is no longer determined by the technology of each construction worker. Most importantly, this decoration method will make the comfort of living higher, the decoration more healthy and environmentally friendly, the difficulty of repair and change after occupancy is reduced, and the parts that are replaced at will are in line with the pursuit of the richness of home life by new consumer groups.
"Cutting into the prefabricated market, Pinzhai adopts the model of product research and development and supply chain integration. I myself am an architectural designer, and the team at PinZhai is far ahead of the industry in terms of design capabilities. According to Xiang Pet, the core advantages of Pin Zhai lie in product research and development design, industrial supply chain integration, information construction system construction and training empowerment. At present, Pinzhai has nearly 60 R&D designers, more than 30 invention and utility model patents and 15 computer software copyrights, and nearly 100 cooperative manufacturers have put pinzhai R&D and design products into production.
Give full play to its own advantages, with heavy research and development, heavy supply chain integration to open the market, since its establishment in 2015, Pinzhai has established strategic cooperative relations with nearly 20 domestic first-line well-known developers and operators, and completed the delivery of 3,500 houses in more than 40 projects.
Concerns about the market acceptance of the future cut into the C-end have also been positively verified at the Expo, and many C-end customers are very interested in the model room of prefabricated decoration, and have a high acceptance of this low-pollution, high-efficiency decoration method.