In the first two years, the business direction of home decoration stores has diversified, and the concept of consumption in the mahogany furniture industry is in a state of obsession. In the first half of 2016, the home industry gradually returned to rationality, and the entire industry presented an ascendant situation. The application of VR new technology, the development of intelligent products, and the landing of Internet home improvement, the home industry is moving towards diversification, technology and intelligence.
1 store format diversification
In June, Lize Store officially launched the Fukang Pension Supplies Experience Center. Wang Linpeng, Chairman of the House of Reality, said that Lize Store will add food, children's training, maternal and child care fitness company, old-age custody and housekeeping services in the future. , cinema, Italian design center, Yanjing Painting and Calligraphy Society and many other formats. In June, Jimei Home Dahongmen Store cooperated with BYD to open the first capital of the BYD New Energy City Exhibition Hall; Jimei Holdings will also build thousands of charging points in Beijing to create a new energy ecosystem. In addition, in the "1001" strategy released by Red Star Macalline in June, it is indicated that in the future, at the commodity level, Red Star Macalline will be involved in tablecloths, curtains, vases, and even furniture accessories such as home appliances, and simultaneously expand and maintain in the service field. , maintenance, housekeeping and other business, and financial products through the above series of business.
Comments: Home stores not only sell furniture and building materials, but also provide other household-related consumption.
2 mahogany industry is "quality"
In the past two years, the rapid decline of the mahogany industry has made companies accustomed to profiting from rising material prices unprepared, and their downstream dealers and stores have been dragged down by them, forced to shrink or even close. In the past two years, the development of the mahogany industry has entered a period of adjustment, and the industry's shuffling effect has emerged. The “walking†mahogany industry has begun to clear inventory and accelerate capital turnover. The capable enterprises have begun to pay attention to improving the quality of mahogany furniture and enhance product value through design and process. Not only recognized by the industry, but also recognized by the market.
Comments: The change in the concept of profit-making in the industry has also led the industry to gradually return to rationality, and the concept of consumption of mahogany furniture has returned to rationality, prompting the rational development of the industry.
3 industry ushered in the "listing" tide
In February, Red Star Macalline announced its return to the A-share plan and issued an initial public offering prospectus in May. In June, Mona Lisa Group Co., Ltd. issued an initial public offering prospectus that will be traded in Shenzhen Stock Exchange. It is listed; at present, more than 20 home furnishing companies have announced their prospectuses and are hitting IPOs.
Comments: Custom home, flooring, ceramic tile, store, bathroom, decoration, paint, lighting, doors and windows, home textiles and other industries are working hard for the listing. It is expected that a large number of enterprises will ring the clock in the second half or next year.
4VR technology frequently appeared in the brand showroom
On March 18th, Federal Home launched the VRhome space experience system at the 37th Guangzhou Furniture Fair. On March 26th, Europa launched the VRhome experience house at the 6th Guangzhou Custom Home Show. Sophia showed the holographic projection stereo. Exhibition Hall; In April, the top 100 furniture launched VR in the exhibition hall, allowing consumers to feel the future home in advance...
Comments: VR experience enhances the viscosity and interaction with customers, making design, sales, etc. quick and easy. In the era of traditional home business, limited by the ability of the staff in the store, with the help of VR as the core digital marketing system and tools, social marketing can be realized to the greatest extent.
5 intelligent products emerge endlessly
At the 2016 CES show, the display of single-product smart sockets, smart ovens, smart ceiling fans, smart home series sets and other products appeared in many companies to launch smart homes; on March 30, enjoy the party and Getong The “Hua Xin·Xi Xiang†conference of scientific and technological cooperation was held, and the joint intelligent home products such as infrared air monitoring host, intelligent switch socket and intelligent security intelligent control were officially released. In April, Op Lighting and Huawei officially signed the strategic cooperation of smart home. The agreement relies on Huawei's superior "connection" ability to create the "Ou Pu wisdom lighting" concept.
Comments: Consumers' enthusiasm for smart products has made many Chinese companies realize that the necessity and urgency of R&D, manufacturing, sales and service around consumer demand can be built on quality.
6 line experience enhanced
In the era of Internet home improvement, both Internet home improvement brands and traditional decoration companies pay more and more attention to offline experience, especially smart home brands that re-experience and service. In the industry, whether it is an Internet home improvement attempting to land in the country or a traditional home improvement company that adheres to the locality, the experience store is deployed in each city, and the brand is used to sell the brand through the Internet.
Comments: The brand that blooms in the country pays more attention to the construction of the experience store. Many home improvement companies use the partner model to open up the foreign areas. In the construction of the experience store, they also leverage the partners, both through online drainage and powerful. The offline experience creates a consumer experience for the consumer to see the experience.
7 home enterprises move out
In March, the first phase of the project of 14 Beijing furniture companies, including Ou Duo, Ou Jia, and Yuman, moved to the Bohai Furniture Industrial Park. In May, the Wanjia Lighting Furniture Decoration Market, which has been in operation for 20 years, Store) officially shut down, in addition to thousands of lights, Beijing will also shut down a number of building materials wholesale market this year, including the Jinwuxing building materials market near the Dazhongsi Temple in the North Third Ring Road, Xiaoying building materials market; June 28, Beijing Home business representatives Ai Ruisi, Yifeng Furniture, Century Jingtai, Meiya Industrial, etc. entered the Lutai Economic Development Zone, and the key support projects of Beijing-Tianjin Home Innovation Industrial City started to work...
Comments: In the case of the implementation of the core function positioning of the Beijing capital, many building materials and furniture markets with the theme of small traders and Jiucheng Jiucheng furniture manufacturing enterprises have to face the situation of shifting to Beijing and accelerate the industry reshuffle.
â– Industry sound
As a comprehensive service provider
â—Chen Jinlin, Chairman of Minlong Ceramics Headquarters
This year, real estate is hot, Beijing new airport construction, Beijing-Tianjin-Hebei integration and other major environments, home building materials are optimistic. Some materials companies lack confidence. I feel that as long as I persist in myself, I will definitely get better next year.
Xiaolong should turn to the direction of culture, art, education, etc. In the future, there will be fewer and fewer home building materials, and the creative manufacturer Xiaolong will provide venues and establish a world ceramic industrial park. On the premise of supply side and destocking, Xiaolong will be an integrated service provider and provide services jointly with big brands.
Under the demand of supply-side reform, small brands of building materials may be under pressure. If the physical network is not well done, it will be submerged, the brand will be less and less, the brand will be higher and higher, and the supply side will be a transformation and upgrade, a bad product. No longer producing, turning to the production of good quality products.
The essence of user experience is product experience
â—Sun Wei, Chairman of Shichuang Decoration Group
Internet home improvement breaks the middle of the material, we are still the "square meter offer" mode. The Internet has made the "square meter offer" fly all over the sky, and the real creation has gone from the "288" era to today, and it has grown at a low price. At present, the distribution system of the home furnishing industry has made Chinese consumers not gain the advantage of the channel, and it has achieved it.
Last year was a state of capital madness. This kind of madness did not bring good things to the home improvement industry. Instead, it was much lower than that of low-priced companies. Many companies launched various packages, which are very different from our products. The essence of the user experience is the product experience, and any gimmick is a passing sight.
Editor in charge: Zhang Qiqi
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