Study On Core-Competitiveness Of Oppein Home Group Inc.

With the rapid development of China’s economy and urbanization,it promotes the prosperity of the real estate market,and then drives the rapid development of building materials and household industry.With the improvement of residents’ consumption level,the demand for individualized customized home is increasing day by day,and the market potential is huge.Custom home industry has entered many enterprises,building materials,real estate,decoration,household appliances,the Internet and other industries have entered a large number of cross-border companies.With the entry of capital,talent and technology,the competition among customized household enterprises has changed from export-oriented marketing competition such as brand,channel and price to internal comprehensive strength competition such as capacity,technology,talent and service.Under the national macro-control policy,the growth rate of real estate has slowed down,the environmental protection policy has become stricter,the production cost has risen,the competition of customized household industry has intensified,and the contradiction of production capacity within enterprises has become prominent.Rapid changes in marketing channels,front-end interception of hardbound,e-commerce,whole,community,chain and other channel modes require higher terminal marketing and service capabilities of customized household enterprises.Young consumers have higher requirements for individualized products and omni-directional services.About10% of the nearly 6000 furniture manufacturing enterprises are still in a loss state.This paper takes Oppein Home Enterprise as an example to study its core competitiveness and its own advantages.By comparing with other similar enterprises,this paper makes a comparative analysis and study from the aspects of brand advantages,large-scale flexible manufacturing advantages,sales and service channel advantages,information advantages,technological innovation advantages and so on.Firstly,this paper introduces the basic concepts and characteristics of mass customization and customized household,and combines the research results at home and abroad,puts forward five aspects of core competitiveness of customized household enterprises,and combines with the actual performance of the main representative enterprises in the Oppein faction,Sofia,Shangpin and other industries,analyses theirbrand,large-scale flexible manufacturing,sales and service channels,information technology.The core competitiveness of innovation and other aspects.Secondly,the leading advantages and reasons of Oppein household enterprises in brand,sales and service channels,large-scale flexible manufacturing,technological innovation and other aspects are studied in depth,and the key elements of core competitiveness of Oppein household enterprises are found out.By comparing with Sofia and Shangpin,the advantages and disadvantages of Oppein household enterprises’ core competitiveness are pointed out.Suggestions for Customizing Home Industry to Promote the Advantage of Core Competence.