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解码玛格：实木涂装战略升维之谜

福禄装修家居
2025-09-25 10:59

Custom Home Industry Challenges and Marg's Strategic Upgrade Custom Home Industry Challenges and Marg's Strategic Upgrade

In the current macro background where the real estate industry is entering the era of inventory and market growth is slowing down, the custom home industry is also facing severe challenges of increasing competition. The industry is characterized by high homogeneity and intense competition, and price wars are gradually becoming an inescapable predicament for many brands. Prolonged low-price competition not only seriously squeezing corporate profits but also weaken the entire industry's investment momentum in product research and development, process innovation, and service system. To break out of the quagmire of internal competition, companies must promote systematic upgrades and transformation, return to the origin of value creation, and open up truly competitive differentiated development paths with solid technical accumulation and continuous aesthetic innovation.

On September 23, Marg held the "Seeking Wood and Color, Perfectly New" 2026 Color Art Awards and Solid Wood Painting Upgrade Launch Event in Chongqing. This was not only the debut of new products but also an embodiment of Marg's "strategic dimension" and "brand upgrading". To directly meet consumers' pursuit of high-quality life and build core barriers in the high-end market, Marg's high-end strategy upgrade path takes "solid wood painting" and "color aesthetics" as key paths to break the deadlock.

Strategic Upgrade: From "Solid Wood Painting" to "High-end Upgrade"

The launch event opened with an artistic opening, but the agenda quickly delved into deep thinking about industry development. Currently, the custom home industry is experiencing a profound transformation period. According to Marg Chairman Tang Bin, the end of all internal competition will be value creation.

Based on this judgment, Marg's "high-end upgrade strategy" was born. This is not a concept that emerged overnight, but rather a profound insight into its own development path and a forward-looking layout based on its 21 years of solid wood painting accumulation. Tang Bin put forward the core proposition of the brand internally: "Without solid wood, there is no high-end; without painting, there is no high-end customization".

The short sentence of twelve characters accurately summarizes Marg's understanding and definition of the high-end customized market. Solid wood lays the foundation for the luxurious and precious texture of high-end, and painting achieves the ultimate expression of environmental protection and aesthetics, behind which is Marg's twenty-year commitment to product and user experience quality development without following the trend.

Since Marg was established in 2004, "wood" has been the soul of its brand. From the introduction of solid wood cabinets in 2006 to the upgrade to solid wood full-case customization in 2024, the 21 years of wind and rain have always been loyal to the love and research of wood culture. This means that Marg has far more knowledge and technical accumulation in wood properties, structure, and technology than the average level of the industry, which has built a deep technical moat in the solid wood field.