In recent years, the columbarium niche, particularly in underground memorial halls, has gradually emerged in China. However, the industry is still in a phase of rapid yet unregulated development, while also facing strict regulatory constraints.

As a result, there is limited inflow of professional talent, and private capital remains hesitant. Currently, the sector is shouldered primarily by government entities.

Over time, user demands have continued to grow. Nowadays, public memorial halls in villages, towns, and cemeteries only meet the needs of mid- to low-end users, making it difficult to attract and retain high-end clients.

As an old saying goes, “Aim high, and you will reach the middle; aim at the middle, and you will reach the bottom.”

If a Columbarium design is positioned only toward mid- to low-end customers with low pricing and insufficient budget, the resulting product and service quality will understandably be mediocre. This, in turn, will only attract lower-end users.

On the other hand, if the columbarium is tailored to mid- to high-end users—featuring upscale products, luxurious décor, and high-standard services—it can achieve a completely different market position.

The product lineup should include high-, mid-, and low-tier options. High-end products can be priced at a premium, while low-end ones are more affordable. Mid-range products should serve as the main source of revenue.

In terms of procurement cost, the difference between low- and mid-tier Columbarium niche units may only be a few hundred RMB, yet the selling price can vary by thousands or even tens of thousands. For example, a basic single niche costing ¥180 can be sold for ¥5,000–15,000. A mid-range unit costing ¥390 per niche can fetch ¥30,000–50,000.

Under this strategy, high-end products help build brand image and attract premium customers. Low-end options serve as public-friendly offerings that enhance reputation, while mid-tier products become the profit driver.

Therefore, when designing a columbarium project under a limited budget, we should still pursue high standards and strict requirements. If the final pricing remains accessible, positive word-of-mouth will naturally follow.

A good example is Apple Inc.—its revolutionary touchscreen technology and premium, tech-forward positioning attracted mid- and high-end users. Meanwhile, many budget-conscious consumers still purchase iPhones through financial plans.

Xiaomi, another tech giant, rose to prominence by offering high-value products at low prices, earning strong user loyalty through exceptional experience and clever event marketing that encouraged widespread online engagement.

In Southeast Asian countries like Malaysia, Japan, and Singapore, the columbarium market is already mature—much like the era after Apple popularized the touchscreen. User acceptance is high, and competition is fierce. To stand out, products must be highly appealing.

In contrast, China’s columbarium market is still in the “button phone” age—comparable to Nokia’s heyday. Most users are not yet familiar with the product, and competition is minimal. However, underlying demand is growing. Once policies loosen, the industry will spring up like bamboo shoots after rain.

Therefore, now is the time to enter this industry with a mid- to high-end positioning. This will ensure stronger competitiveness once private capital flows in. Those who fail to adapt risk being marginalized.