The pattern of the home furnishing industry in 2020 has changed drastically. The epidemic has caused many difficulties to the domestic and foreign economies, and the import and export pressure of the home furnishing industry has increased; this year, live broadcasts have become unprecedentedly popular, and the rock slab has become the “net celebrity” in the home furnishing industry, and the “formaldehyde-free” battle throughout the beginning and the end; this year, mergers and acquisitions within the industry continued, and cross-border alliances between giants became more and more normal.

As 2021 has just ushered in, many people have predicted that this will be an unusual year, and market competition and reshuffle will become increasingly fierce. In the first year of the industry, there is a frequent industry alliance, Fusen-noble teamed up with Quick Work to build the "Southwest Pan-Home Furnishing Industry Live Broadcast Base", and the Home and Shenzhen Furniture Association continue to carry out digital upgrading. Industry insiders predict that the home furnishing industry will change from new materials, trendy design to industrial layout in 2021, which will work in five new directions.

New material "rock board" is hot

To say that the hottest decorative material in the home furnishing industry in 2020 must be "rock board". Whether at home or abroad, the rock slab market is becoming more and more fierce, and rock slabs have become the new favorite of the entire ceramic industry.

From the beginning of the first rock slab production line into production, to the end of 2020, there are more than 100 production lines. “Rock slab is a new type of material that is further innovative and developed on the basis of ceramic thin slabs and ceramic tile slabs. Compare ceramic thin slabs and ceramic tile slabs, the board is more widely used, cold-resistant, heat-resistant, corrosion-resistant, anti-seepage, and environmentally friendly. It can replace the application of raw materials such as natural marble, natural stone, artificial quartz stone, granite, ceramic tile, wood, laminated glass, and metal materials. Expand the use of panels in China's manufacturing industry, especially in high-definition industries, which can be used as walls and cabinets for a wide range of applications.

With the increase of production lines, it is expected that a large number of slate materials will be launched in 2021. Cabinets, wardrobe tables, coffee tables, TV cabinets and other household products made of slate have entered the market. I believe that there will be more consumers in 2021for this new material.

New design:grey and yellow color matching

Towards the end of 2020, the Pantone Color Research Institute, a world-renowned color development and research institution, announced two annual fashion colors for 2021, namely Extreme Grey and Bright Yellow. Grey renders silence, symbolizing strong strength, summing up the haze and anxiety of 2020, and yellow is like a warm and healing light. In 2021, these two colors will be used in the design of room furnishings and the color matching of furniture.

Urban designer Yu Yue said that yellow is often used as a brightening highlight color for furniture and home furnishings, while grey is designed as the base color and often used as the floor color. Grey floor tiles, wallpapers and so on are already popular in 2020 and will continue in 2021. This year, major exhibitions will also design a series of products around this color. Yellow is used for space decoration and is not recommended for large areas; grey can be used on walls, floors and even furniture products, and is relatively easy to match.

The new concept of "environmental protection" is absolutely mainstream

During the Two Sessions, "green, environmental protection, and health" was once again on the agenda and became a matter of most concern to people. In recent years, our country has promulgated a series of policies related to the building materials industry to promote the development of energy conservation, intelligence, and environmental protection in the home building materials industry. After the epidemic, people’s health awareness has been strengthened, and environmental protection has become a natural trend.

Previous survey data from the White Paper on China's Home Furnishing Green Competitiveness showed that 97.76% of consumers would consider the impact of green health factors on their bodies when purchasing household products. In 2020, there has been a battle for environmental protection. Brands such as Oppein, Holike, and Suofeiya have successively launched "formaldehyde-free" sheets, which have raised environmental protection to an unprecedented level.

Through "formaldehyde-free" panels, these brands have also successfully diverted themselves, and the environmental awareness of big brands will become the vane of the home market. It is believed that environmental protection will rise to the strategic height of corporate development in 2021.

New market "age-appropriate decoration" may become a trend

After the outbreak, many elderly people were prevented from traveling because they were unable to scan their health codes without smartphones, and a series of "good old age" topics were hotly discussed. As the population ageing intensifies, my country's pension model is still dominated by "9073". 90% is taken care of by the family, 7% enjoys community home care services, and 3% is taken care of by institutions. More than two-thirds of these elderly people live in old houses that have been built for more than 20 years. There are no call and alarm facilities, no handrails, and dim lighting, and they cannot enjoy a comfortable old life.

Lu Xuwei, general manager of Jinzhao Decoration, said that old communities account for a large proportion of the home furnishing market, and these houses have reached the time to be renovated. With the decline of the physical functions of the elderly, it is imperative to decorate for the elderly. Under the hardcover housing policy, the share of decoration companies has been repeatedly squeezed. They want to gain a foothold in the home furnishing industry, seize the old housing market, develop decoration products suitable for the elderly, or the next outlet in the industry.

New channel strategic alliance breaks

The traditional home furnishing industry is dominated by a single-category business model, and a single business model can no longer satisfy the current consumers' pursuit of convenient consumption methods. As the profit margin of a single product decreases, some companies try to extend and integrate multiple categories.

In recent years, “complete decoration” and “big home customization” have become popular. Cross-border, alliance, subdivision, product chain extension and so on have become the development ideas and strategies of many home furnishing enterprises. With the advancement of one-stop service, the furniture industry has entered the era of economies of scope.

It has been three years since the implementation of "complete decoration" and "big home customization", and thousands of home furnishing companies have stepped into it. This situation will continue to intensify in 2021, especially after the epidemic, big brands rely on their own brand effects to extend the industrial chain, enhance their anti-risk capabilities, and initially form a "monopoly" in the market. Small brands are shuffled in the frustration, forming a situation where the strong are stronger and the weak are weaker.