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全国定制家具行业市场规模及同比增速

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所属报告：

兔宝宝-公司研究报告-行稳致远系列：板材龙头蓄势聚能稳健前行-240708（47页）.pdf

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兔宝宝和中小家具厂的合作是一个“双向奔赴”的过程。首先从板材企业的角度来看，板式家具市场已经从单板销售为主转变成了成品销售为主，装修模式偏好在发生变化，定制家具行业是地产下行阶段少有的仍在持续增长的细分行业。根据中商产业研究院，2023年定制家具行业市场规模预计超过5000亿元，按照1:3.5的比例（板材价值量：定制成品价值量）还原之后，家具厂板材用量规模约1500亿元，结合前文我们计算的全国装饰板材市场规模，家具厂板材用量预计已经占到一半以上。兔宝宝的家具厂客户以地方性中小家具厂为主，像欧派家居、索菲亚、志邦家居等头部定制家具企业并非兔宝宝的目标客户（头部定制厂商采购颗粒板为主），根据Wind和各公司财报，我们测算得到头部企业定制集中度CR10在10%左右，这意味着存在大量的地方性中小家具厂（根据兔宝宝投资者关系活动记录表，全国家具厂数量在80000家以上），剔除掉头部定制企业的中小家具厂板材有效市场也在1000亿元以上。家具厂市场空间大、顺应成品化趋势，因此兔宝宝主动选择家具厂渠道作为发展重心。再从中小家具厂的角度来看，他们和头部定制企业的差距主要在规模、品牌、供应链效率等方面，而在价格竞争力、属地化服务等方面还有一定优势（后文我们会具体介绍），与兔宝宝等板材品牌合作，一方面可以通过板材企业的品牌和供应链体系弥补竞争短板，兔宝宝给予的专供产品体系、服务支持、线上线下引流等方式帮助家具厂和定制门店获客，另一方面在产品上做差异化竞争（例如更突出环保属性），相较之前用杂牌的板材，消费者能接受一定品牌溢价、家具厂赚取更多的利润。

市场规模原图定位