The whole-wood home improvement industry is gaining momentum, with many in the sector believing it holds significant potential. However, despite this optimism, the custom solid wood furniture market is still in its early, formative stage. As a result, numerous companies are jumping on board at what seems like the right moment. But it's crucial for businesses to avoid blind investments driven solely by short-term profits and the allure of growth. Such impulsive moves can lead to financial instability or even collapse, as the mindset of "gambling" on quick returns can erode long-term sustainability.
One of the three key elements for successful whole-house home improvement is **design**. When it comes to full-scale home projects, design involves more than just aesthetics—it requires a comprehensive approach that considers the entire living environment and production process. Pan Youlong, General Manager of Duke Huihao Lorraine International Furniture Chain, explains: “Starting from the door, the shoe cabinet above the entrance, the ceiling, the background wall, each room and hallway—every element must be carefully planned. This includes top views, floor plans, cross-sections, exploded diagrams, and production drawings, all of which need customer approval before moving forward.†He adds, “This level of detail is not something every company can handle. A small business taking on a 3 million yuan project may find itself overwhelmed.â€
Design isn't just about visuals; it also involves quotation, disassembly, drawing, and production. In China’s home furnishings market, pricing is often inconsistent. Some companies rely on others’ quotes as their own benchmark, reflecting a lack of confidence and contributing to an unstable market. Customized home furnishing should reflect true customization, not just price competition or rough estimates. Companies that don’t build from within risk failing quickly.
From the consumer perspective, as people increasingly seek high-quality lifestyles and have the means to support it, manufacturers are planning for spaces like kitchens, music rooms, home theaters, coffee lounges, and wine cellars. Forward-thinking and innovative design is essential to meet these evolving expectations.
Another critical factor in whole-house home improvement is **production capacity**, or the **factory**. Many companies entering the market lack fully integrated workshops and departments. For example, some have a flooring line but no wooden door production, or vice versa. The most absurd cases involve wardrobe factories that only produce panel-based wardrobes but claim to specialize in solid wood. This mismatch highlights a lack of genuine capability and transparency.
The third key element is **material quality**, particularly the **wood** used. Whole-house projects demand high-grade wood, and large orders require significant inventory. For instance, a 3 million yuan order might need 1.5 million yuan worth of wood stored. Wood must go through several stages—drying, natural seasoning, dehumidification, and carbonization—which typically take around six months. Each of these processes requires specialized equipment, such as kilns, costing around 8 million yuan per unit. Unfortunately, some companies fail to account for these costs when accepting orders.
As the home furnishings industry slows down, companies from sectors like doors, stairs, and flooring are entering the whole-wood home improvement space, seeing it as a growing opportunity. While it's natural for everyone to want a piece of the pie, blindly following trends without assessing one's own capabilities can be dangerous. The whole-wood home improvement market is still developing, and success depends on collaboration, innovation, and responsible growth. It’s a cake that needs careful handling, not just a rush to grab a slice.
Huixian Xinwei Refractories Co. , http://www.xinweirefractory.com