Market opportunity analysis of prefabricated decoration industry


Release time:

2023-03-16

Author:

Source:

In 2017, the Ministry of Housing and Urban-Rural Development jointly issued the "Guiding Opinions on Promoting the Coordinated Development of Intelligent Construction and Construction Industrialization" and "Several Opinions on Accelerating the Development of New Building Industrialization" in conjunction with multiple departments, and systematically deployed to accelerate the industrialization, digitalization, and intelligent upgrading of construction.

In 2017, the Ministry of Housing and Urban-Rural Development jointly issued the "Guiding Opinions on Promoting the Coordinated Development of Intelligent Construction and Construction Industrialization" and "Several Opinions on Accelerating the Development of New Building Industrialization" in conjunction with multiple departments, and systematically deployed to accelerate the industrialization, digitalization, and intelligent upgrading of construction. The goals of the "14th Five-Year Plan" clearly state that it is necessary to comprehensively improve the quality of the city, promote the construction of new cities, develop intelligent construction, and promote green building materials, prefabricated buildings and steel structure residences. It is undeniable that prefabricated buildings do have strong advantages in energy saving, environmental protection, and efficiency improvement. Among them, prefabricated interior decoration is an important part of prefabricated buildings and is inseparable.

In fact, in recent years, prefabricated decoration has attracted more and more attention and attention. During 2020, the "Notice on the Development of National Prefabricated Buildings in 2020" issued by the Department of Standards and Quotas of the Ministry of Housing and Urban-Rural Development showed that in the prefabricated construction industry chain, prefabricated decoration has become a new highlight. In 2020, prefabricated decoration The area increased by 58.7% compared with 2019. Data show that at present, prefabricated buildings account for only about 3% of the newly built construction area in my country, which is still far from the common policy requirement of "making prefabricated buildings account for 30% of new buildings in about 10 years." Although As an emerging decoration model in China, prefabricated decoration faces problems such as industrial chain reconstruction, cash flow pressure, and C-end market transformation. However, the promotion of the policy environment and the development of Industry 4.0 are unstoppable. Different from traditional decoration, prefabricated decoration has higher barriers. Entrants can take advantage of the first-mover advantage and focus on solving pain points and difficulties in technology, channels, funds and other aspects, and exert more potential in the 6 trillion decoration market.

Analysis of development opportunities of the prefabricated decoration industry in the "double carbon" era

According to the "China Building Energy Consumption Research Report (2020)" released by the China Building Energy Conservation Association, the total carbon emissions of the entire building process in the country accounted for an astonishing 51.3% of the country's total carbon emissions in 2018. This data shows the necessity of starting from construction-related industries to help achieve the "double carbon" goal. In addition, the direct result of the high carbon emissions of the decoration industry is a large amount of resource consumption and serious environmental pollution. Prefabricated interior decoration provides solutions to these problems in the industry.

Prefabricated decoration can avoid the waste of resources caused by secondary decoration, maximize the conservation and utilization of resources, enhance the comprehensive quality of urban construction, and improve the quality of people's environment. Prefabricated decoration is a subversion of the traditional decoration method, and the materials and construction methods are green Environmentally friendly, dry operation, ready to install and move in, completely eliminating dust. Formaldehyde and other pollution problems. Traditional decoration materials have been replaced by industrialized system products, which has also greatly lowered the skill threshold of craftsmen. Prefabricated decoration uses standardized design, factory production, and prefabricated construction to transfer a large number of on-site operations in traditional construction methods to factories, which greatly reduces the requirements for decoration workers and realizes decoration standardization in an industrialized manner. In addition, prefabricated decoration can also be measured and ordered in advance, and the factory can pre-stock the goods, which greatly shortens the construction period and achieves rapid delivery.

From the perspective of environmental protection needs, on the one hand, it is to reduce building energy consumption, and on the other hand, it is to reduce the harm to the human body. Prefabricated decoration uses environmentally friendly materials, which can significantly reduce the amount of cement, mortar and other materials used in indoor decoration, which is very beneficial to reducing building energy consumption and carbon emissions. From the perspective of the control standards for harmful substances to the human body, the indicators for prefabricated decoration are obviously more stringent. The formaldehyde release requirements are directly reduced by one order of magnitude, and the requirements for soluble metals are 0. Therefore, the use of prefabricated decoration is more beneficial to human health. Whether from the perspective of reducing building energy consumption or human health, prefabricated decoration can better meet environmental protection needs and is an inevitable trend in the future development of the decoration industry.

Choose prefabricated decoration:

Save 20% of materials, use customized prefabricated decoration, and customize all products to avoid the waste of cutting standard products. For example, the partition wall uses vertical light steel keels and gypsum boards. The standard product height is 3000mm, and the actual site height is 2500mm. After cutting, the wasted material saves 50% of the labor cost. The components of the prefabricated decoration are highly integrated. With a set of 60 square meters Taking the prefabricated decorated housing as an example, the integrated manufacturing cost will increase slightly, but the labor cost will drop by 50%. The decline in decoration of large-volume projects is even more obvious.

It saves 70% of the construction period. Traditionally, it takes 40 days at the fastest to renovate a whole house and move it in. Prefabricated decoration has fast assembly speed, environmentally friendly raw materials, and can be installed and moved in immediately. It only takes 12 days at most, saving 70% of the construction period. For engineering projects, the flow step distance of flow construction is shorter, the flow rhythm is faster, and the overall construction period is shortened. Also save 70%.

As mentioned above, by using prefabricated decoration methods for delivery, developers can not only better control the quality of finely decorated houses, but also significantly shorten the construction period. Now some real estate companies have been able to shorten the construction period for fine decoration by 50% or even 70%, especially Suitable for batch decoration of standard units, such as hotels, apartments, etc. The whole process is glue-free and zero formaldehyde. Avoid traditional materials and labor, save money and construction period for the owner, put the project into use in advance, and make money for the owner. The use of prefabricated decoration, whether during the epidemic or after the epidemic, is a great advantage brought by prefabricated decoration.

Analysis on the popularity of prefabricated decoration in high-quality residential construction

First of all, we need to define what high-quality housing is. Currently, various provinces and cities in China have certain differences in their understanding of what high-quality housing is. Since each city's economic level, climate characteristics, technical capabilities, and management capabilities are different, there is no unified standard for "high-quality" housing across the country. Therefore, each city operates differently.

Beijing's definition of "high quality" is: the improvement of the "star rating" of green buildings, the increase in the proportion of prefabricated buildings, the identification of healthy buildings, the use of green building materials, green construction, and the application of BIM technology. In 2020, it released the " Beijing Comprehensive Evaluation Standards for High-Quality Housing" (hereinafter referred to as the "Rating Standards").

Suzhou and Hefei have a more detailed definition of residential quality: they define public space, gardens, architecture, apartment types, fine decoration, etc., and provide quantitative scores.

Since there is currently no unified evaluation standard for high-quality residential buildings in China, let’s take Beijing as an example. Beijing’s “Rating Standards” include two chapters on the rating of high-standard commercial residential buildings: architectural quality and architectural planning and design. Among them, the building quality chapter mainly points to four building technologies, including green buildings, prefabricated buildings, healthy buildings and ultra-low energy consumption technologies. Here, assembly requirements for high-quality residences are clearly stated.

With the introduction of the "dual carbon" policy, major real estate developers have carried out industrial transformation and increased investment in research and development of prefabricated finely decorated houses. The wave of interior decoration industrialization is prompting all parties in the industry chain to restructure their development models.

According to the design plan announced by the Beijing Commission for Planning and Planning, eight high-standard projects have promised to fully implement three-star green buildings and use products certified by three-star green building materials. Four of them have promised to achieve comprehensive three-star green buildings, 91 % and above assembly rate, 100% ultra-low energy consumption area and 100% healthy building area. Six projects promise to achieve different proportions of three-star green buildings, assembly rate, ultra-low energy consumption area and healthy building area.

Judging from the documents issued by the housing and construction departments in various places, all places are gradually guiding new buildings to be in line with "high standards." Taking Beijing as an example, in August 2021, the Beijing Municipal Housing and Construction Commission issued the "Implementation Opinions on Further Development of Prefabricated Buildings (Draft for Comments)" (hereinafter referred to as the "Draft"), which stated that by 2022, Beijing will achieve The proportion of prefabricated buildings in newly built buildings will reach more than 40%, and by 2025, the proportion of prefabricated buildings in new buildings will reach 55%. The draft opinion also pointed out that newly-built prefabricated buildings should be delivered with fully decorated finished products, and gradually increase the proportion of prefabricated decoration in affordable housing, commercial housing and public buildings. Among them, the assembly rate of affordable housing and commercial housing is not Below 60%.

With the continuous promotion of national and local government policies, leading real estate companies such as Vanke, Longfor, Poly and Country Garden have laid out the research and development of prefabricated decoration technology many years ago, and have extensively applied prefabricated decoration in the construction of batches of finely decorated houses developed in recent years. . As prefabricated decoration technology and products continue to mature, the application proportion of prefabricated decoration in high-end residential construction is also increasing.

Compared with batches of finely decorated housing projects, the penetration rate of prefabricated decoration in the C-side is lower, and it is currently mostly used in mid-to-high-end boutique residences. Mainly because:

(1) Cost pain points: Even with many cost savings, the overall direct cost of prefabricated decoration is still higher than that of traditional decoration methods; in mid-to-high-end boutique residences, the proportion of decoration costs is low, and the price elasticity of household owners is smaller than that of ordinary residential households. , so prefabricated decoration can penetrate into this field now.

(2) Customization pain points: C-end customers have many personalized requirements, the customization cost of non-standardized parts for prefabricated decoration is too high in the short term, and customization capabilities are still unable to fully meet market demand.

To sum up, with the introduction of the "dual carbon" policy and the continuous promotion of national and local government policies, the proportion of prefabricated decoration in the finely decorated housing projects of major real estate companies will continue to increase. At the same time, in the long run, as major prefabricated manufacturers develop C-end products and technologies and launch various new products on the market, the proportion of prefabricated decoration in C-end mid- to high-end residences will continue to increase.

Analysis on the development potential of the prefabricated decoration industry in the "digital" era

In recent years, my country's prefabricated decoration industry has continued to expand in scale, improve technology, and strengthen construction capabilities. It has successfully made important contributions to the transformation and upgrading of the construction industry, urban renewal and construction, and the "double carbon" goal. However, my country's prefabricated decoration industry is still in the initial development stage of being labor-intensive, with relatively backward construction methods, and with a relatively low level of informatization. According to policies such as the "14th Five-Year Plan and the Construction of Long-term Goals for 2035" proposed by the country, the decoration industry in the future will embark on a development path of industrialization, digitization, and greening. Prefabricated interior decoration has a powerful system Sex gene is an industrial decoration and construction model that "integrates design, production and construction". Digital technology represented by artificial intelligence, the Internet of Things, and the industrial Internet is an important means to efficiently transmit information in all links, and can break through The barriers between design-production-construction enable resource sharing and collaborative work among all project participants.

The design process is the process from conception to formation of the prefabricated decoration plan, and it is also the process of generating and continuously enriching interior decoration information. Architecture, structure, electromechanical, decoration and other majors need to cooperate with each other and work together when the information is symmetrical. Using the BIM design platform, the interior design plan can be coordinated with the reservation of the main structure of the building to achieve their respective functions without interfering with each other; using VR/AR technology, users can intuitively experience the diverse design plans of the interior.

In the production process, integrated digital technology is used to transmit complete and accurate design information to the factory in a timely manner to achieve integrated digital production. Introduce BIM information into the factory central control system to realize digital factory models such as production automation, material refinement, and quality monitoring.

During the on-site assembly and installation stage, digital simulation and management methods will continue to be introduced to conduct real-time dynamic management of people, machines, materials, methods, and environments during the construction process. Combined with the construction plane management model, visual feedback is provided on personnel, materials, production progress and other factors; the BIM three-dimensional model is used to conduct feasibility verification of construction procedures, key processes, etc. in advance to guide actual construction, improve project quality, and ensure safety. .

In addition, based on BIM information sharing and collaboration in the entire process of design, production, and construction, and based on the principle of systematicness and integrity of prefabricated buildings, resources can be allocated and optimized systematically throughout the entire process, group, and through engineering materials. Quantitative control of procurement, cost, schedule, contract, materials, quality, and safety, effectively utilizing digital technology in the entire process of prefabricated construction, and improving overall construction efficiency and effectiveness.

At present, the economy and society continue to flourish driven by digital technology. As a new construction method and a subversive construction concept, prefabricated interior decoration will definitely be able to promote The collaborative work of all majors, links, and participants in prefabricated buildings enables the integrated digital construction of prefabricated buildings, and effectively improves the quality and efficiency of my country's prefabricated interior development through "digital construction".

Analysis on the prospects of the prefabricated decoration industry to help improve human settlements and life

The concept of "good life" originated from Aristotle, which refers to the lifestyle that people will choose after careful consideration after possessing certain necessities of life (such as food and housing).

The People's Daily defines what people need for a better life: it not only includes all the objective "hard needs" of material and cultural needs, but also includes the subjective "soft needs" derived from them such as sense of gain, happiness, security, dignity, and rights. Needs", the existing "hard needs" have not disappeared, and are showing an upgrading trend. After the 19th National Congress of the Communist Party of China, a better life has become the main theme of development, and industries are vying for new opportunities in the "good life" era.

Prefabricated decoration has been vigorously promoted by the country since 2016. Our country has formulated a series of policies to promote this new production method to take root in China. The country has made great efforts and preparations in promoting industrial upgrading and the development of prefabricated construction and decoration, and its determination cannot be underestimated. After several years of hard work, prefabricated decoration has been accepted by more people.

From the perspective of my country's economic development transformation, the past high energy consumption, high investment, and low quality have changed to reducing resource and environmental loads, improving decoration quality, and pursuing the maximization of input-output benefits with scientific and technological power; secondly, with the changes in residents' lives With the improvement of living standards, the requirements for living quality and living environment are also getting higher and higher; in addition, it is necessary to meet the requirements of sustainable development of our country's economy. Several obvious characteristics of prefabricated interior decoration provide a development prospect path for achieving sustainable development and promoting a better living life.

Following the concept of industrialized interior components, factory-produced components are mainly constructed and installed using dry construction methods. Componentization of interior parts and factory-based production can effectively guarantee the quality and performance of products, transforming on-site manual work into a convenient link of factory integration and professional production, reducing waste of resources and raw materials, and ensuring product quality.

Efficient and energy-saving, helping to achieve the "double carbon" goal. The application of prefabricated interior decoration in the entire life cycle of engineering projects may reduce carbon emissions by more than 40%, which is an important technical path to achieve "carbon peak" and "carbon neutrality" in the construction industry. Compared with traditional buildings, the carbon emission advantages of prefabricated buildings are mainly reflected in the building materials production stage and building construction stage. Use dry construction methods on site to avoid wet operations such as waterproof coating and plastering, which can reduce environmental pollution such as construction noise, dust, construction waste and harmful gases, improve the quality of the air environment and the living environment, improve the quality of the air environment, and achieve A beautiful living environment helps.

Prefabricated interior decoration follows the principle of separation of pipelines and structures to improve the quality of housing and make the building longer and more durable. Prefabricated interior decoration separates relatively short-lived pipelines from the main structure, avoiding the need to chisel and repair the wall structure during renovation, which is beneficial to the longevity of the main structure of the building and can also reduce the cost of renovation. From the perspective of the whole life cycle of the building, prefabricated decoration is also beneficial to the later maintenance and management of the house.

With the promotion of the century-old house design concept, the prefabricated interior partition walls are included in the prefabricated decoration part. By transforming the interior partition wall modules, the subsequent transformation of the indoor space layout can be achieved to meet the requirements of family members' composition and life preferences, from "commonality" to The evolution of "common personality" helps realize a better living life.

Through refined design, the concept of human nature enhances the prefabricated interior, and through the setting of various life scenes of contemporary people, according to the living habits of the people, combined with the systematic whole-house storage design, the standardized parts with functional functions are changed into On the premise of complying with the industrial interior decoration, it meets the needs of personalized functional use.

Combined with the epidemic factors in recent years, through spatial layout, circulation setting, integrated component products with disinfection functions, and excellent antibacterial and antibacterial materials, we can better protect healthy life.

Integrate intelligent home products and electromechanical equipment, use the residence as a platform, use cutting-edge technologies such as the Internet of Things and big data to integrate home life-related facilities, intelligently empower the living space, provide users with intelligent services, and satisfy people's safety and health , comfortable and convenient living needs. Through technological updates and iterations, smart living achieves intelligent interaction throughout the house, interconnection of intelligent products, and the connection of digital homes with smart communities and smart cities; thereby effectively combining the physical space of "home" with the network, allowing people to further enhance their living environment. Enjoy the fruits of technological innovation and meet the overall needs of all mankind for upgrading the quality of living.

By improving the material properties and performance of interior parts, as well as the application of inorganic materials and the logic of dry construction, reducing formaldehyde and other factors ensures that the space is environmentally friendly, improves the sound insulation and heat preservation of the space, and enhances the safety, quietness and comfort of living.

Building a "beautiful human settlement" is our goal. The products and technologies of prefabricated interiors are ultimately meant to serve users. They must start from the interests of the people, meet the needs of users, and satisfy the people's yearning for a better life. This is our starting point and destination. The houses we build meet people's work and life needs, and based on this function, they further meet people's subjective spiritual and cultural needs, improve service functions, enhance taste, and make people feel beautiful and happy.

Key words: