Development Status and Trend of 1. Whole Cabinet Industry

The whole cabinet originated in Europe and the United States and was introduced into China in the late 1980 s and early 1990 s. With the deepening of reform and opening up and the continuous development of market economy and urbanization, the whole cabinet has gradually formed a huge industrial market in China, and has become one of the sunrise industries in China. 2022 China's overall cabinet market size reached 210.2 billion yuan. The penetration rate of the overall cabinet is also increasing, but there is still room for improvement compared to developed countries, especially in third-and fourth-tier cities.

The overall cabinet industry has a low market concentration, many brands, a high degree of marketization, and fierce market competition. China's overall cabinet industry has more than 1000 brands, of which first-line enterprises account for 7.3 per cent, second-line enterprises account for 16.5 per cent, and the combined proportion of the two types of enterprises does not exceed 30 per cent. At the same time, the income gap between the relevant cabinet enterprises is large, and there are very few enterprises with revenue exceeding 1 billion level. From the price positioning point of view, China's overall cabinet enterprises can be divided into overseas high-end brands, domestic large-scale brands and domestic small-scale brands, three types of brand prices from high to low, respectively, positioning high-end, mid-end, low-end customers. From the perspective of market share, overseas high-end cabinet brands account for a small proportion of my country's cabinet market; domestic mid-to-high-end cabinet brands have a high market share in my country's cabinet market; small-scale cabinet manufacturers are numerous, widely distributed, and product prices Low, homogenization seriously occupies most of the market share of my country's cabinet market. In the future, with the increase in industry concentration, the number of such companies and their market share will decrease.

The development of the whole cabinet industry is influenced and driven by many aspects. On the one hand, due to the increase in policy regulation and the slowdown in the growth of the real estate market, but in the long run, the increase in the overall kitchen cabinet market penetration and the increase in industry concentration will help the retail kitchen cabinet business continue to grow. On the other hand, with the continuous improvement of China's per capita income and living standards, consumers' demand and taste for kitchens are constantly improving, and they have higher requirements for the function, material, size, price, color, shape, layout and style of cabinets, and pay more attention to the intelligence, environmental protection and humanization of cabinets, There are higher expectations for the brand, service and experience of cabinets. These changes have prompted continuous innovation and optimization of the overall cabinet industry, enhanced product differentiation and added value, and enhanced the core competitiveness of enterprises.

Importance and methods of 2. consumer research

Consumer research refers to the use of various market research techniques and methods on the basis of the study of the basic characteristics of the market environment, demographic characteristics, lifestyle, economic level, etc., to achieve their own aspirations and needs of consumer groups through cognition, attitude, motivation, choice, decision-making, purchase, use and other stages.

Consumer research is an important tool for the overall cabinet industry, which can help enterprises understand the real needs and preferences of consumers, design and test new products and services, improve product differentiation and added value, and enhance the core competitiveness of enterprises.

The steps of consumer research generally include the following:

Identify research objectives: identify the themes, issues, assumptions and expected results of the research, as well as the purpose and value of the research.

Design the research plan: select the appropriate research methods, samples, tools and indicators, as well as the time, place and budget of the research.

Implementation of research activities: collect, record and sort out data according to the research plan.

Analysis of research results: the use of statistical analysis, text analysis, graphical analysis and other methods, data induction, classification, comparison, interpretation and evaluation.

Writing research reports: according to the results of the analysis, writing research reports, including background, purpose, methods, results,Conclusion, suggestions and other content, and accompanied by charts, accessories and other auxiliary materials.

Application of research results: according to the research report, formulate and implement the corresponding product and service design, testing, improvement, promotion and other strategies and measures.

The methods of consumer research are divided into two main categories: quantitative research and qualitative research. Quantitative research refers to measuring and analyzing consumers' behavior, attitude, satisfaction, etc. through quantitative data and indicators. It usually uses questionnaire survey, experimental design, observation method and other methods. It is suitable for large samples, wide range and clear problems. The research can obtain objective, quantifiable and comparable results, but it is difficult to deeply understand the motivation, psychology and emotion of consumers. Qualitative research refers to exploring and understanding consumers' needs, preferences and feelings through non-quantitative data and methods. It usually uses interview method, focus group method, case analysis method and other methods. It is suitable for the investigation of small samples, specific fields and fuzzy problems. Subjective, multidimensional and profound results can be obtained, but it is difficult to summarize, classify and compare. Quantitative research and qualitative research have their own advantages and disadvantages, and generally need to be used in combination to complement and verify, and improve the effectiveness and credibility of research.

3. Shangpu Consulting Company's Consumer Research Case in the Whole Cabinet Industry

Shangpu Consulting Company is a company specializing in market research and management consulting. It has rich industry experience and professional team to provide customers with comprehensive, in-depth and accurate market insights and solutions. Shangpu Consulting Company has many years of service experience in the overall cabinet industry. It has provided consumer research and product innovation services for many well-known overall cabinet companies, and has achieved good results and reputation. The following are two consumer research cases of Shangpu Consulting in the overall cabinet industry, introducing the objectives, methods, results and applications of its research.

Case 1: A survey of consumer demand and satisfaction of a high-end overall cabinet brand

A high-end overall cabinet brand is one of the leaders in the overall cabinet industry in my country. It is known for its high quality, high design and high service. It is mainly for high-end customers and has a high market share and brand awareness. Through consumer research, the brand hopes to understand the needs and satisfaction of its target customers, as well as its advantages and disadvantages relative to competitors, so as to provide a basis for the improvement and optimization of its products and services.

Champu Consulting has designed a consumer research program for the brand, including the following steps:

The first step is to conduct quantitative research. Through the form of online questionnaire, the existing customers and potential customers of the brand are investigated, and a total of 1000 valid questionnaires are collected. The content of the questionnaire includes basic information of consumers, purchasing behavior, purchasing motivation, purchasing channels, purchasing decision factors, product usage, product satisfaction, service satisfaction, loyalty, willingness to refer, and cognition of competing products. Through the statistical analysis of the questionnaire data, Champ Consulting obtained the following main findings:

The brand's customers are mainly concentrated in first-and second-tier cities, aged 30-50, with an income of more than 20000, a bachelor's degree or above, and a high level of consumption and taste. there are higher requirements for the function, design, quality and environmental protection of cabinets.

The purchase motivation of the brand's customers is mainly to improve the efficiency and aesthetics of the kitchen, and to enhance the quality of life and happiness of the family. At the same time, it is also influenced by the brand and the recommend of word-of-mouth. The brand's customers buy mainly through offline stores and exhibitions, and some customers understand and buy through online platforms and social media. The purchase decision factors of the brand's customers are mainly product design, quality, environmental protection, service and price, of which design and quality are the most important.

The brand's customers have high product usage and satisfaction. Most customers say that the product's function, design, quality, environmental protection and other aspects meet or exceed their expectations, bringing them a good experience and feeling. The service satisfaction of the brand's customers is also high. Most of the customers said that the attitude, professionalism and timeliness of the service personnel are very good, providing them with thoughtful pre-sale, in-sale and after-sales service. The brand's customers' loyalty and willingness to refer are also high, and most customers express their willingness to continue to choose and recommend the brand's products and services.

Customers of this brand have a low awareness of competing products. Most customers say that they have not understood or used the whole cabinets of other brands, or think that the whole cabinets of other brands are not as good as the brand in terms of function, design, quality and environmental protection, and are not attractive or competitive.

The second step, qualitative research, through the interview method and focus group method, some of the brand's customers and potential customers to conduct in-depth exchanges and discussions, a total of 20 interviews and 4 focus groups, each interview about 1 hour, each focus group about 2 hours. The content of the interview and focus group includes consumers' cognition, feeling, evaluation and suggestion of the brand. Through a textual analysis of the transcripts and content of the interviews and focus groups, Champ Consulting made the following key findings:

The brand's customers have more consistent perceptions and feelings about the brand, believing that the brand is a high-end, professional and tasteful brand that can provide products and services that meet their needs and preferences, bringing them satisfaction and pride. The brand's customers also have a positive evaluation of the brand, believing that the brand has advantages in function, design, quality, environmental protection and so on, and is a trustworthy and recommend brand.

The brand's customers' suggestions for the brand mainly focus on the following aspects: first, they hope that the brand can provide more choices of product styles, colors, sizes, etc. to meet different personalized needs; second, they hope that the brand can provide more innovations in product functions, intelligence, and humanization to improve the use effect and experience of the product; the third is to hope that the brand can provide more service content, methods, channels and other aspects of optimization to improve the convenience and thoughtfulness of the service; the fourth is to hope that the brand can provide more preferential policies, activities, gifts and other aspects Incentives to increase customer loyalty and willingness to refer.

The third step is to integrate and analyze the research results, and by summarizing, comparing, validating and interpreting the results of quantitative and qualitative research, Shangpu Consulting has obtained the following mainConclusion：

The brand has high customer demand and satisfaction. The brand has strong competitiveness in function, design, quality, environmental protection, etc. It is a high-end, professional and tasteful brand that can bring satisfaction and pride to customers.

The brand's customer needs and satisfaction also have room for improvement. The brand needs to be strengthened in terms of product personalization, innovation, and intelligence. At the same time, the convenience, thoughtfulness, and motivation of services also need to be optimized to meet The higher-level needs and expectations of customers.

The brand's customer needs and satisfaction are significantly different from competing products. The brand's customers have low awareness and attractiveness of competing products. The brand has obvious advantages in function, design, quality, and environmental protection. It is a differentiated and added-value brand that can bring unique and superior value to customers.

The fourth step is to write research reports and make recommendations, based on research results andConclusion, Champ Consulting wrote a detailed research report for the brand and made the following suggestions:

The first is to strengthen the personalization of products, provide more choices of product styles, colors, sizes, etc., to meet different personalized needs, and at the same time provide customized services to meet special personalized needs and increase product differentiation And added value.

The second is to strengthen the innovation of products, provide more innovations in product functions, intelligence, humanization, etc., to improve the use effect and experience of products, and at the same time track and introduce the latest international technologies and concepts to maintain the product Leading and advanced nature, enhance the competitiveness and influence of products.

The third is to strengthen the optimization of services, provide more service content, methods, channels and other aspects of optimization, in order to improve the convenience and intimacy of services, while improving the quality and ability of service personnel, in order to improve the professionalism and timeliness of services, improve the quality and level of services.

The fourth is to strengthen service incentives, provide more incentives for preferential policies, activities, gifts, etc., to increase customer loyalty and willingness to refer, while establishing and maintaining customer relationships to increase customer satisfaction and trust, Cultivate customer stickiness and intimacy.

The person in charge of the brand expressed high recognition and appreciation for the consumer research report and recommendations of Shangpu Consulting Company, and said that he would formulate and implement corresponding strategies and measures for the improvement and optimization of products and services according to the research results, so as to enhance the competitiveness and influence of the brand and increase the market share and income.

Case 2: Consumer insight and product innovation of a mid-range overall cabinet brand

A mid-range overall cabinet brand is a rising star in my country's overall cabinet industry. It is characterized by mid-high quality, low-price, and mid-to-high service. It is mainly for mid-range customers and has a faster development speed and higher growth potential. The brand hopes to find the potential needs and unmet needs of consumers, as well as the pain points and difficulties of consumers through consumer insight, so as to provide inspiration and direction for the innovation and optimization of its products.

Champu Consulting has designed a consumer insight program for the brand, including the following steps:

The first step, qualitative insight, through interviews and focus groups, some of the brand's customers and potential customers for in-depth communication and discussion, a total of 30 interviews and 6 focus groups, each interview about 1 hour, each focus group about 2 hours. The content of the interview and focus group includes the consumer's needs, preferences, feelings, confusion, expectations and other aspects of the kitchen. Through a textual analysis of the transcripts and content of the interviews and focus groups, Champ Consulting made the following key findings:

The needs of the brand's customers for the kitchen are mainly to meet the daily cooking, storage, cleaning and other functions. At the same time, they also hope that the kitchen can improve the quality of life and happiness of the family, reflect personal taste and style, and increase family interaction and communication.

The brand's customers' preferences for kitchens are mainly simple, practical, comfortable, and beautiful styles, as well as durable, environmentally friendly, easy-to-clean, and easy-to-maintain materials, as well as reasonable, flexible, and multi-functional layouts, as well as bright, warm, and coordinated Color.

The brand's customers feel mainly satisfied and loved the kitchen. They think that the brand's overall cabinets can basically meet their needs and preferences, bringing them convenience and comfort, but also have a certain sense of beauty and taste. It is a cost-effective brand.

The brand's customers are confused about how to make better use of the kitchen space, how to better keep the kitchen clean and hygienic, how to better save the energy and resources of the kitchen, how to better improve the safety and comfort of the kitchen, how to better increase the interest and fun of the kitchen, and so on.

The expectation of the brand's customers for the kitchen is mainly to hope that the brand can provide more innovations in product functions, intelligence, and humanization to improve the use effect and experience of the product. At the same time, they also hope that the brand can provide more Optimization of service content, methods, channels, etc. to improve the convenience and intimacy of services.

The second step is to conduct quantitative insights. Through the form of online questionnaires, the brand's existing customers and potential customers were surveyed, and a total of 2000 valid questionnaires were collected. The contents of the questionnaire include consumers' demand and satisfaction with the function, intelligence and humanization of the product, as well as the demand and satisfaction with the content, mode and channel of the service.

Through the statistical analysis of the questionnaire data, Shangpu Consulting Company has obtained the following main findings:-The customers of this brand have higher functional requirements for the product, and mainly hope that the product can provide more storage space and better sound insulation., Stronger waterproof performance, higher wear resistance, etc., to improve the efficiency and comfort of the kitchen.

-Customers of this brand have a high demand for intelligent products. They mainly hope that the products can provide more intelligent devices, better intelligent control, stronger intelligent interconnection, higher intelligent security, etc., so as to improve the convenience and fun of the kitchen.

-The customers of this brand have a high demand for the humanization of the product. They mainly hope that the product can provide more ergonomic design, better human-computer interaction, stronger humanistic care, higher human value, etc., to improve the kitchen Use comfort and happiness.

-The customers of this brand have low satisfaction with the functions of the product. They mainly think that the storage space of the product is not enough, the sound insulation effect is not good, the waterproof performance is not strong, and the wear resistance is not high, which affects the efficiency and comfort of the kitchen.

-The customers of this brand have low satisfaction with the intelligence of the product. They mainly believe that the product has few smart devices, poor smart control, weak smart interconnection, and low smart security, which affect the convenience and fun of the kitchen.

-The customers of this brand have low satisfaction with the humanization of the product. They mainly think that the ergonomic design of the product is not much, the human-computer interaction is not good, the humanistic care is not strong, and the human value is not high, which affects the comfort and happiness of the kitchen.

-The customers of this brand have a high demand for the content of the service. They mainly hope that the service can provide more pre-sales consultation, in-sales installation, after-sales maintenance, etc. to improve the comprehensiveness and professionalism of the service.

-The customers of this brand have a high demand for service methods. They mainly hope that the service can provide more online and offline integration, appointment door-to-door service, one-to-one service, etc., so as to improve the convenience and thoughtfulness of the service.

-The brand's customers have a high demand for service channels. They mainly hope that the service can provide more phones, WeChat, websites, apps, etc. to improve the diversity and interactivity of the service.

-The customers of this brand are less satisfied with the content of the service. They mainly think that the pre-sales consultation of the service is not enough, the installation in the sale is not good, and the after-sales maintenance is not much, which affects the comprehensiveness and professionalism of the service.

-The customers of this brand are less satisfied with the service method. They mainly think that the online and offline combination of the service is not good, the appointment of door-to-door service is not much, and the one-to-one service is not enough, which affects the convenience and thoughtfulness of the service.

-The brand's customers are less satisfied with the service channels, mainly believing that the service's telephone is not available, WeChat is not returned, the website is not updated, APP is not easy to use, etc., which affect the diversity and interaction of the service.

The third step is to integrate and analyze the results of the insights, and by summarizing, comparing, validating and interpreting the results of the qualitative and quantitative insights, Champ Consulting has obtained the following mainConclusion：

Customers of this brand have higher demand for products and services, but have lower satisfaction with products and services. The brand needs to be strengthened in terms of product functions, intelligence, and humanization. At the same time, the content, methods, and channels of services It also needs to be optimized to meet the higher-level needs and expectations of customers.

The brand's customers have more product and service confusion, but less product and service expectations. The brand has more room for product innovation and optimization, and also has more room for service incentives and relationships. To solve the customer's pain points and difficulties, and to create customer surprises and happiness.

The brand's customers have strong product and service insight, but have weak product and service influence. The brand has greater potential in product differentiation and added value, and also has greater potential in service quality and level. Great potential to enhance the brand's competitiveness and influence, increase market share and revenue.

The fourth step is to write an insight report and make recommendations, based on the insight results andConclusion, Champu Consulting wrote a detailed insight report for the brand and made the following suggestions:

The first is to improve the function of the product, provide more storage space, better sound insulation, stronger waterproof performance, higher wear resistance, etc., to improve the efficiency and comfort of the kitchen, and also improve the quality and value of the product.

The second is to improve the intelligence of products, provide more intelligent devices, better intelligent control, stronger intelligent interconnection, higher intelligent security, etc., so as to improve the convenience and fun of the kitchen, and also improve the innovation and influence of products.

The third is to improve the humanization of the product, provide more ergonomic design, better human-computer interaction, stronger humanistic care, higher human value, etc., to improve the comfort and happiness of the kitchen, and also improve The emotion and loyalty of the product.

The fourth is to improve the content of the service, provide more pre-sales consultation, in-sales installation, after-sales maintenance, etc., to improve the comprehensiveness and professionalism of the service, and at the same time improve the efficiency and quality of the service.

The fifth is to improve the way of service, provide more online and offline combination, appointment door-to-door service, one-to-one service, etc., so as to improve the convenience and thoughtfulness of service, and at the same time improve the flexibility and personalization of service.

The sixth is to improve service channels and provide more telephones, WeChat, websites, APP, etc. to improve the diversity and interactivity of services, as well as the accessibility and credibility of services.

The seventh is to improve service incentives, provide more preferential policies, activities, gifts, etc., to increase customer loyalty and willingness to refer, but also to improve customer satisfaction and trust, while establishing and maintaining customer relationships to Increase customer stickiness and intimacy.

The person in charge of the brand expressed high recognition and appreciation for the consumer insight report and recommendations of Shangpu Consulting Company, and said that based on the insight results, he would formulate and implement corresponding product and service innovation and optimization strategies and measures to enhance The competitiveness and influence of the brand increase market share and revenue.