In recent years, many industry professionals believe that the future of whole-wood home improvement holds great potential. However, the custom solid wood furniture sector is still in its early development stage, which means that while many companies are entering this market at a favorable time, they must be cautious not to invest blindly due to short-term profits and promising opportunities. Blind investment can lead to business collapse, as the mindset of "gambling" may gradually erode the stability of the company.
One of the three essential keys to successful home improvement is **design**. For an integrated home project, design involves the entire living environment and production process. Pan Youlong, General Manager of Duke Huihao Lorraine International Furniture Chain, explains: “Starting from the front door, the shoe cabinet above it, the ceiling, the background wall, each room and corridor, then creating top views, plan views, cross-sectional views, exploded views, and production drawings, and finally confirming with the customer before production.†This level of detail is not something just any company can handle. A small business taking on a 3 million RMB project might find itself overwhelmed.
Design covers everything from quotation, disassembly, drawing, to production. In the domestic home furnishing market, pricing is often chaotic. If a company learns how much others are charging, it may adopt that as its own pricing standard. This reflects a lack of confidence and disrupts the market. Whole-home furnishings are a customization industry, and their pricing should reflect that uniqueness. Companies that rely on price differences or vague estimates without internal planning will struggle to survive in the long run.
From the consumer’s perspective, as people increasingly seek high-end lifestyles and have the financial ability to support it, manufacturers are now designing comprehensive spaces like kitchens, music rooms, home theaters, coffee lounges, and wine cellars. Forward-thinking and innovative designs are becoming more critical than ever.
The second key to successful whole-house decoration is **production facilities**. Most factories involved in full-home projects lack integrated workshops and departments. For example, some have floor production lines but no wooden door lines, or vice versa. Even more amusingly, some wardrobe manufacturers only produce panel-based wardrobes and don’t make solid wood ones, yet they still promote themselves as “full-wood†brands.
The third key is **material quality**, specifically the wood used. Whole-home projects require higher-grade timber. As one expert puts it, “If you take on an order worth 3 million, you may need 1.5 million just for storing the wood.†The nature of wood requires drying, natural aging, dehumidification, and carbonization—processes that typically take six months. Each of these steps requires specialized equipment like drying kilns, which can cost up to 8 million each. Many companies fail to account for these costs after securing orders.
With the slowdown in the home furnishing industry, companies previously focused on wooden doors, stairs, and floors are now entering the whole-wood home improvement market, seeing it as a big opportunity. While it's natural for everyone to want to share in the growth, blindly following trends without fully assessing their capabilities could lead to failure. The whole-wood home improvement market is still immature, and this “cake†needs collective effort and positive energy to develop properly.
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