2014 home situation is showing six major points

Under the continuous control of real estate, the home furnishing industry is gradually showing a new development trend and will continue to fertilize in 2014. Some are the development trend of the industry, and some are the common choice of the enterprise. Whether the leading enterprises can still laugh at the situation is still waiting for the market to test.

Store transformation continues to ferment

In 2013, large home stores began to transform. Actually, the family chose to continue to deepen the home furnishing industry and gradually move from small home to large home. In addition to the already included furniture, building materials and home improvement, the design, soft furnishings, lamps, accessories, home appliances and other formats are gradually included in the business scope; The Red Star business, which was run by Meikailong many years ago, has officially launched this year. It is expected to create shopping malls with comprehensive experiential shopping, leisure and entertainment needs in first-tier cities such as Beijing and Shanghai. Even media reports say that 60% of them will be transformed into Red Star Beauty. The Kailong home store and other properties have been completed, and the industry has also passed on the transformation of Red Star Macalline to commercial real estate. Jimei Home also adjusted the format of Dahongmen Store. The original 300,000 square meters of furniture and building materials business area was separated by 1/3 to develop other formats, including hotels, hospitals, and fur wholesale markets. In addition, Jimei is still building an e-commerce platform for imported products, and Zhao Jianguo, the president of Jimei Home, is more willing to make Jimei a “shoppingmall”.

[Jinghua Review]

The market is changing and the business is changing. Just in the midst of change, each company has adopted different strategies, presenting new ideas and carrying its own distinct genetic characteristics. At present, the transformation and upgrading of major supermarkets is still going on.

Return to the essence and focus

An interesting phenomenon is that more and more home brands are beginning to refocus on the essentials: product quality and after-sales service. On March 15th, the home of the company launched the service pledge of “extending three guarantees to three years” and officially extended the default one-year warranty period of the home building materials industry to three years; Lan Jingli brought several major brands. Established the Blue Jingli Home Satisfaction Service Alliance Enterprise, and launched the “Three Guarantees Period” and the free delivery service commitment for consumers in Beijing. Bologna refreshed the environmental standards and promised that the formaldehyde emission of the product was ≤0.5mg/l, and said that “the environmental protection standard is 3 times better than the national standard. If it is not reached, the full amount is exempted”. Dong Yi Risheng has successively released new standards for home improvement and functional space design standards, refreshing the new height of the industry. The peak of the industry and the current year focus on improving customer satisfaction...

[Jinghua Review]

Product quality, environmental requirements, after-sales service, customer satisfaction... These are actually the most fundamental things of a company and the key to achieving a brand. However, after 30 years of extensive development in the home furnishing industry, they have become accustomed to a lot of money-making days. Many companies have begun to “stay in the end”, but they have dazzled but ignored the most essential needs. Although today's transformation is also partly affected by consumer upgrades and market refinement demand, it is still a pleasure to see leading brands in various industries re-place products and services in the most important position. No matter how they are done, at least they have expressed their attitude of "speaking to the hearts of consumers" and began to do some real things. From this point alone, their days in the coming year will not be worse.

Layout of the suburban market

With the extension and expansion of Beijing City, the original suburban store in the store became a city store, and gradually opened a more remote “suburban store”. After the opening of Shunyi Store last year, it is said that this year, it has already won a property in Daxing, and the property in Tongzhou is also under investigation; IKEA’s Beijing Second Store in Daxing officially opened its doors in November; Jimei also returned this year. The store opened directly to Yanjiao, which has deep roots in Beijing. The feedback is still good. In addition to the store, brands such as strong furniture are also staring at the vast suburban market.

[Jinghua Review]

The expansion of Greater Beijing has made Daxing, Tongzhou, Huilongguan and so on become the key residential areas for young white-collar workers, and the corresponding lack of support makes the demand multiplication naturally become the scent of the store. However, although there is a market in the suburbs, it is not as open as the IKEA second store. Judging from previous experience, there are some suburban stores that are not warm, and there are cases of poor management or disputes with landlords leading to closed stores. Therefore, to eat the fat meat in the suburbs, the stores should not rush to kill the beach, the first thing to do is to expand the brand influence, find the right location to understand the suburban consumption habits.

Logistics into the next winning highland

Logistics is destined to be the next problem in the home industry that needs to be overcome. Recently, Alibaba invested in Haier Electric, it is to take advantage of Haier's powerful "Sun Rishun" logistics. In addition to solving the installation and delivery experience of home appliances to the village to the home, furniture ranks second in the urgent need to solve. Haier announced that Rishun is a system open to the public, and Qumao has already reached a cooperation with it. According to the reporter's understanding, Shichuang and the current are all interested in building a logistics system, but the relevant information has not yet been announced.

[Jinghua Review]

For furniture companies that want to do e-commerce, logistics is indeed a constraint that must be solved in its development. It means that products can be delivered in a timely manner and accurately installed, which directly affects the brand reputation of furniture. For home improvement companies that are gradually developing nationwide and with more and more products, good logistics means lower costs, better quality control and more professional management, which have far-reaching implications for the future of the company. However, the current professional home logistics system has not yet been formed, and cooperation with third-party logistics still needs to be combined, and the self-built system requires a lot of investment. Logistics is very important, but how to do it and how to succeed is still a success story.

Alliance seeks stronger voice

The alliance of the home industry is not uncommon. The well-known ones are the Beijing-style furniture alliance, the champion league, the green home alliance, and the China Good Home Alliance. These alliances cover furniture, building materials and other categories. The common feature is that the alliance participants are all Is a well-known brand. In 2013, a coalition was born, but in the form of joint ventures, such as Huanai, Xinmingzhu, Weimei Group, Lehua Group, Dongpeng Ceramics, etc., 20 ceramic tile and sanitary home enterprises have established a limited investment in the development of Zhongtao. The company intends to “gather power” and build a platform for the development of the entire industry chain.

[Jinghua Review]

At the beginning of the establishment of the alliance, it originated from the original "bringing the group to warm up". At the beginning, it only used mutual marketing to increase sales, and at most it was a loose organization. However, with the development of the later period, the alliances with well-known brands began to seek greater common interests, not only through the collective advantage to obtain lower raw material bidding, collectively settled in the store to obtain preferential rents, and some alliances labeled “environmental protection” Nowadays, it is not only environmentally friendly to sip products, but also to develop environmental standards for products, and strive to form a closed loop of ecological and environmental protection from production to use, and promote the progress and development of the industry. More similar to the Chinese ceramics company, jointly funded to achieve more in-depth cooperation and improve the industrial chain. As the situation develops, it is foreseeable that the alliance is not only more organized, but also more influential in the industry, and they can bring to consumers not only one after another promotion, but also There will be a more practical experience.

Merchant store game undercurrent

When the market is obviously not as hot as the previous two years, the relationship between merchants and home stores is becoming more and more subtle. The “resistance” actions of merchants everywhere are no longer as secret as in previous years, and gradually surfaced. In 2013, well-known brands resolutely withdrew from traditional home stores due to their development needs or cost considerations, and continued to operate with their brand appeal and store marketing. In addition to the joint stop of Tmall O2O business, 19 stores also put forward corresponding "recommendations" for home dealers. The sanitary ware industry has also jointly established a company. In addition to “changing the inherent industry form in which the company is single-handed and vicious in the market”, the main work and efforts in the future are “reducing the cost of consumption for consumers and for upstream and downstream. Build a more smooth channel circulation platform."

[Jinghua Review]

Although the cooperatives, dealers, and manufacturers are cooperative, to a certain extent, they are also a community of interests, but they are not a family after all, so there are some changes in the market, and some conflicts are inevitable. In the past, no matter how dissatisfied the merchants were, they could only "slow their teeth and swallow their blood." Who would make you need more people? However, time is changing and the situation is changing, although the store is still the main channel of sales, with the consumption habits. With the change and the deepening of marketing methods, some brands with certain brand influence and marketing ability began to rethink and layout the channels. The demand for the stores is not as big as before. Of course, they can not be “so obedient”. Even directly exited the store and went to the big store. However, the merchants who decide to follow this step must first measure the attractiveness of their brand to the customer, otherwise the left to the people may only be a cool back. After all, the influence of the same merchants, stores and merchants is not the same. Only by pooling various resources to form a synergy, all parties in the market can be invincible.

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