Hits:Updated:2019-11-23 14:11:28【Print】
Industry topic industry talks, in the home industry, the vertical subdivision of branches more and more, the density of topics is also rising, but at the same time because of the scattered branches, the circle discussion, the industry's overall exchange is less, The Southern Metropolis Daily home page will open up a new layout to create a platform for industry exchanges, capture the latest industry topics, invite representatives from various industries to express their opinions and opinions, and promote industry exchanges, while also providing practitioners with multiple perspectives. Multi-dimensional thinking.
If you are a practitioner in the home industry, if you have a fresh topic to share, if you have a word of dissatisfaction, you are welcome to join this discussion platform.
The concept of new retail was first mentioned, and now it has caused many industries to think and even practice. However, in just a few months, the e-commerce platform represented by Ali and JD.com has started cooperation with offline shopping malls. The concept of “new retail” has been Pushed to the stage, but in fact this is the result of the accumulation of Internet economic development, not empty talk. The accumulation of big data, the value of offline traffic has been valued, and the development of cloud platforms, these new retail factors have brought hope to many industries, which of course includes the home industry. However, as a traditional industry, the home industry is large in volume and has many branches. It is cautious about the new concept. In the past few years, the home industry has also tried in new fields such as e-commerce. There are gains and losses, then after the emergence of the new retail concept, it Can you have an unexpected reaction with the home industry?
New retail & home trends
Bright future, far-reaching road
Zhu Jun: In recent years, public opinion has often been a topic of controversy: who replaces who! As if this is an game of either or both. One party said that e-commerce eventually replaced the entity, and one party said that the entity would eventually stand up and pull the two to the opposite side. In fact, time is the best referee. At least until now, the main reason for the controversy is that in practice, everyone has fully verified the relationship between the online and the offline, which are inseparable and mutually beneficial, that is, the online line proposed by the new retail. Service and offline experience reshape the definition of the business structure. In this sense, the introduction and guidance of new retail can be said to be timely.
For the home furnishing industry, the deep integration of new retail extensions such as cloud platforms, new logistics, and artificial intelligence is still too early, but at least the direction is correct and the prospects are bright.
For example, the introduction of big data in household consumption, the consumption habits and consumption records of individual consumers are read and analyzed and utilized, which will make the consumption behavior more precise and scientific, and the sales behavior of the merchants is undoubtedly more favorable. Of course, the more important significance is that the traditional store-centric model has been completely subverted by the customer-centric business model, and this change is equally felt in the home industry.
Moreover, the unprecedented development of the mobile Internet economy, "always on" has become a reality. It brings a breakthrough in time and space limitations, and the acquisition, comparison, interaction, association, and service of household consumption information are more convenient. This puts higher demands on merchants, forcing them to turn brand value from products and stores into services and experiences. The home industry has low-frequency consumption, high customer price, and re-experience characteristics. The rationality of consumer decision-making is much higher than that of ordinary fast-moving consumer goods. Therefore, this "service and experience transformation" requires the highest.
Compared with the previous years, the life of the Shenzhen home furnishing industry is much harder, but I have to admit that the service level has improved a lot. Like the theoretical logic of change, the new market situation is forcing the home industry to quickly catch up with the situation, how to build an online system, and how to improve the offline experience? We can feel the constant attempts of the industry enterprises. Although the current stage is still relatively junior, the road to be taken is still far away, but in the end, we will see a bright future.
New retail & home status
Don't panic, build the brand first.
RICCA RDO DA LMA SO (Chinese name: Zhang Wei): "New retail" is not an emerging vocabulary in today's society. Under the impact of the Internet, consumers' buying habits have changed, so many large companies have turned to Internet electronics. Business transformation. Ma Yun summarized the new retail as a sales model of “online, offline + logistics”. From the brand point of view, the home industry is undoubtedly a distribution channel brand is stronger than the manufacturing channel brand industry. The past sales channels of the home industry are manufacturers (manufacturers) - dealers (distribution channels) - consumers (customers), consumption I often only remember where I bought the sofa, chair, bed... I don't remember which brand the product was produced and manufactured. Now with the rise of new retail, the development of logistics, can catalyze the transformation of traditional furniture manufacturers and promote new retail in the home? The answer is yes.
In the new home retail model, manufacturers can cooperate with logistics companies to reduce the transfer process of dealers, directly achieve purchase behavior with consumers, and shorten the distance between brands and consumers. At the same time, it is also possible to promote the rise of new industries such as installation companies, transportation companies, etc., as well as the merger and transformation of some traditional industries (distributors, decoration companies). Online and offline product purchases can reduce consumer concerns about online product quality issues. The offline stores mainly grasp the “experience-style consumption”, so that the consumer's experience and desire can be satisfied. The IKEA home scene restoration and experience model are worth learning. Today's consumers have higher and higher quality and requirements for home life. Stores can try to use multimedia technology and cooperate with artists to create immersive art scenes, let consumers linger and buy home products to enjoy.
No matter what industry, you must do brand building. The brand building here does not refer to simple trademarks, V I and other basic design, but from the customer's point of view, people-oriented, pay attention to consumer psychology, find the pain points of demand, and find ways to meet these needs. Brand promotion should be done from the inside out. “From the inside” means doing a good job of brand and product content in order to have a good reputation and long-term operation. “Outside” refers to grasping the needs of the target consumer groups in order to follow the trend in the turbulent times of the unpredictable times, and not to follow the trend. In the process of brand design, CC pays great attention to the principle of consistency between online and offline brands, so that consumers have a unified understanding of the brand; at the same time, CC pays attention to user needs and targets unique consumer needs. The brand story runs through the brand image, which makes the brand maintain its own uniqueness and high recognition. We believe that we can help brand upgrades, adapt to the trend of the times, and make good brands that lead the market.
New retail & home response
Some homes are "new retail" first
Han Lei: To analyze new retail, let's start with "retail". Retail is an old industry, and its essence is that in a specific situation, consumers buy the goods or services they need with a satisfactory price or a good experience. New retail still can't get rid of this essence, but under the influence of the Internet, the shopping scene has changed. With big data, cloud platform, payment method changes, etc., the scene may be closer to the needs of consumers.
But retail is also a very broad concept, and the home industry is certainly one of the big branches. However, the characteristics of the home industry itself make it special in retail. Generally, the purchase period of furniture, home textiles and other products is long, far more than the average retail goods, although with the economic progress, the purchase cycle of household goods in China is also It has been shortened, but fundamentally it is still not a commodity-level consumer.
In addition, the home industry's retail experience is stronger, because of the high frequency of use and long replacement cycle, consumers are more cautious about these products.
The new retail is currently showing unattended, self-service shopping and other characteristics, and the characteristics of the home industry has not yet fully engaged. Of course, this is only a part of the new retail property, but it is undeniable that even the new retail of Jingdong Ali is still the first to focus on the convenience of retail stores such as convenience stores. This is the first step and needs to be opened.
However, there are many categories in the home industry, and some household products are gradually moving closer to the retail of daily necessities. There is no clear boundary, so new retail sales may be preferred in these home categories, such as brands with strong modularity such as IKEA. It may be more appropriate to try this new concept first.
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