界面新闻记者 | 蓝丽琦

“haoduorenbushinawomendechuangdianheshafadangzengpinma，woyekeyinadingzhidangzengpin。”zaimengbaihe（603313.sh）dingzhijiajupinpai“pinzhi”defabuhuishang，dongshizhangnizhanggenyiyujizhongzaichangsuoyourendexiaodian。

buguo，zheizhongguihaishikaiwanxiao。nizhanggendecelve，shibamuqiandingzhiweizhu、ruantiweifudezhuliuxiaoshoumoshi，jinxing“shenfen”shangdehuhuan，bianchengruantiweizhu、dingzhiweifu。

zaimuqiandeagushangshiqiyezhong，gujiajiaju（603816.sh）、minhuakonggu（1999.hk）weiruantijiajuxingyedediyitidui，nianyingshouzailiangbaiyiyinei。diertiduizeweimengbaihe、xilinmen（603008.sh）、musigufen（001323.sz），nianyingshouzaibaiyiyinei。

zigujiazai2019niantuichu“dingzhi+ruantiquanwuronghe”taocan，2022nianquanmiantuichuquanwudingzhichanpin，minhua、musidouhuoduohuoshao“beidong”dijinrudingzhisaidao。

ercicimengbaihetongguobeishouguanzhudeshenzhenjiajuzhan，gaodiaoxuanbuqierudingzhisaidao。zheiyiweizhe，zaizhei5jiatoubuqiyezhong，chulexilinmenyiwai，qiyu4jiaruantiqiyejunyikuajie。

danheqianmian3jiabutong，mengbaihesuiranjinjundingzhishichang，danbukaidingzhigongchang，erqieshijingxiaoshangzixinggenwaibugongchangzhijiexiadan。nizhanggenxiangjiemianxinwenbiaoshi，zheiyibufendeyingshoujilirun，bingbujirugongsiliushui。

定制业务的利润归属经销商，“但不能赚太狠”

jutilaikan，mengbaihedingzhipinpai“pinzhi”dekaidianmoshiwei，rongruxianyoudexiaoshouqudao，hemuqianyiyoude“mlilymengbaihe”“niscolijing”zuchengronghediantai。yejiushishuo，“pinzhi”pinpaibuhuidulikaimendian，danshichanpinhuizhijiejinzhumengbaihedemendian。

gongchangnahuofangmian，shitongguoshudihuadedingzhigongchang，shixianxiaofeizhebaigonglineifugai，shouhoufuwudengguanjianhuanjiejiaojidangdigongchangfuze。

nizhanggenxiangjiemianxinwenbiaoshi，jingxiaoshanghuizhijiegendangdidegongchangjiesuan，danshimengbaihehuibakongchanpindesheji、liuchengdejiaofu，gaijinguanli。yejiushishuo，mengbaiheshizuoweidangdijingxiaoshanghedangdidingzhigongchangde“yuelao”，jishuangfangqianxian。

nizhanggenzaifabuhuixianchangjieshi，zhongguoxianzaiyouchaoguo3wanjiadingzhigongchang，keyizailimianzhaoyixieyouxiude。youyugongsibingbucongzhonghuoqulirun，keyibitoubudingzhipinpaijitaxiadedanzaigui6dao8gedian。yizheiyangdefangshi，ranglijiwaibugongchanghezijiapinpaidejingxiaoshang。

nizhanggenbiaoshi，（dingzhiyewu）zhuandaodeqianjiushijingxiaoshangzijide，“dangranwohuikongzhini（jingxiaoshang）bunengzhuantaihen，yeyaobaqianfenjishejishi，fenjihezuogongchang，yaojixiaofeizhegenghaodefuwu。”

zhideyitideshi，mengbaihefangmianshengcheng，zaijingxiaoshangdachengxiaoshoumubiaohou，huifanhaibufenhuoquanbushangyangfeiyong。danzheigexiaoshoumubiao，bingbudanzhidingzhidexiaoshou。

zaigangxufangzhanjushichangzhuliuhou，dingzhijuyewuxuqiugengweiwangsheng，juedaduoshuyezhudouqiwangliyonghaojialidemeiyicunkongjian。zaijinjiniandajiajuronghedebeijingxia，dingzhibankuaiyebeishiweizuidadeliuliangrukou，zhuangxiuxianzuohaodingzhiju，zaixuanchuangpin、shafadengruantipeitao，yijingzhujianchengweishangjianaizhixiaofeizhedegongshi。

ercicimengbaihedeshangyemoshi，xinyingzhichuzaiyu，genjuzishenqiyexuqiubaoliuleruantizaiquanwuzhongdejueduidiwei，tongshiyinjindingzhiyewu。“womenshizaijuanshangyemoshi，bushijuanjiage。”nizhanggenzaifabuhuixianchangzhongdianqiangdiao。

自从去年9月定制龙头欧派家居（603833.SH）推出699低价产品后，价格战话题的热议程度在家居行业又再一次推向高潮，界面新闻曾对此进行详尽报道。彼时还引发众多中腰部企业发海报进行隔空“对战”。

genjupinzhizhantingrenyuanjieshao，muqiandingzhichanpindedanjiazai1000yuan/pingfangmidao2000yuan/pingfangmizhijian。chanpindanjiameiyoudaosanweishu，yiweizhepinzhibuhuizoudiduanluxian。

rucixinying、qinglianghuadeshangyemoshi，yuzhibansuidehaiyoupinpaiweilaifazhandezhiyi。

“celvedehexinhaishiweilemairuanti，duigongsilaishuoshihaoshi，danduizheigedingzhipinpailaishuoshangxianmingxian。”yiweidingzhipinpaidexiaoshoujinglixiangjiemianxinwenfenxidao。tabiaoshi，zheiyangyilaidingzhipinpaizhineng“jisheng”zairuantizhixia，chanpindexingxiangkuandengdengdouwufawangwaidalituiguang。

zaipinzhidezhantingxianchang，jiuyoubulijiezheigeshangyemoshideguanzhong。“woyijingyoushijigechuangdiandianle，woweishenmehaiyaozaikai？”yiweijingxiaoshangxiangzhezhantinggongzuorenyuantichuzhiyihoubianliqu。

顾家、慕思均已开设定制家居工厂

“bukaigongchangshiduide。”yiweidingzhixingyezishenrenshiduicizuochupingjia，“zaibuzhidaonengganchengshenmeyangdeqingkuangxia，oem（daigongshengchan）zuishengqianshengshi。houmiankantamenjingxiaoshangluodinengli，tamen（pinzhi）xianzaikaibuledandian，jingxiaoshanghennanqudailiyigeyuanlaibushizuodingzhidexinpinpai。”

nizhanggenxiangjiemianxinwenbiaoshi，youyubuxuyaokaishegongchang，muqianduiyudingzhiyewuzhitourulexiaojibaiwan。

dingzhijiajudetexingbianshi“dingzhi”fuwu，chuqudapiliangdegongchengduanxiaoshouwai，cduanxiaoshoushengchandejunweifeibiaozhunhuachanpin。dingzhigongchangzaishengchanduanjiuyaomianlinpangdadechanpinchicunbuyidedingdan，gongchangshengchanshibixuyaozhangwojingzhundeshuju，yibaozhenghouxudeanzhuangfuwubuhuiyincichucuo。xiaofeizhebaoyuan“jubianliuleyigefeng”“duoleyigongfen”doushiceliangshujuhuozheshengchanshujubujingzhundetixian。

ciwai，dingzhijiajugongchangduishebeideyaoqiuyegenggao，rushukongjichuang、fengbianji、penqishebeidengdeng。zaicijichuzhishang，gedatoubugongchanghaizai“juan”zhinenghuagongchang，yejiushisuchengdewurengongchang。guangshizaifenjianbankuai，jiuyaozaimeigefenjiankulipeibeiyigelikujiqiren。

而在软体领域，早有行业头部走在前列。在索菲亚、欧派相继亮相智能化工厂时，顾家家居也不甘示弱。，顾家全屋定制的生产研发基地，在2022年年初已经投入使用，生产流程实现完全自动化。但顾家没有透露具体的产量。

2016nian，gujiajiajutuichu“huanbao7hao”bancai，dingzhijiajuchanpinjinxingshouciliangxiang。2019nian，gujiajiajutuichu39800dedingzhi+ruantiquanwuronghetaocan。2022nian，gujiaxuanbuxinyidaiquanwudingzhichanpinshengji。zaidaoqunian，yejiushi2023nian，dingweishengjiwei“yitihuazhengjia”。

daolejinniande2yue29ri，zaigujiajiajushoujiezhengjiajingxiaoshangdahuishang，gujiazhengjiadingzhizongjingliliuzhichaotoulu，2023niangujiazhengjiadingzhiquannianyejitupo10yiguankou，weilaisannian，gujiazhengjiadingzhijiangchaozhe50yidemubiaomaijin。

liuzhichaoshigujiaquniancongsuofeiya（002572.sz）waguolaiderencai，gengzaozhiqianzaioupairenzhichaoguo10nian。yeneirichangdiaokan，oupaihesuofeiyaderencaizongshihuxiangtiaocao，dancongweixiangguodingzhiderencaiyehuixuanzekuajie“kaijiangtuotu”。

dingzhiyewuqianhoufazhanlishi7nian，10yiyuandeyingshouduiyujiejin200yitiliangdegujialaishuo，haishishaoxianbeishuichexin。youyeneirenshixiangjiemianxinwentoulu，gujiadingzhibankuaiyewumeiyoudadaoyuqi，yejizhengtichengya。

除此以外，慕思推出全屋定制品牌V6家居，芝华仕推出全屋定制业务，在行业内已不是什么新鲜事。根据慕思股份2023中报，通过开店装修补贴等政策，2023上半年V6家居开店104家，截止报告期末，已验收并开业整装大家居门店78家。界面新闻曾报道，慕思总部补贴1亿元给V6家居经销商开店。

yiweiagujiajuqiyedongshizhanggaosujiemianxinwen，shizemusiv6jiajuyeshizijikaishedingzhigongchang，zijishengchan，qieyaoqiudulikaidian。danmusiguanfangcongweiduiwaigongkaidingzhigongchangdeshixiang。