Smart homes, whole house customization, industry alliances... These keywords frequently mentioned in the home industry conference have become the most obvious trend in the home field. Behind these trends is the driving force of China's consumption upgrade environment.
Judging from the current marketing environment, the rise of the new middle class will undoubtedly become a strong potential stock in the home consumer market. Faced with such changes in the market environment, many industry sources frankly stated that the Chinese furniture industry should change the traditional chain of “retail-centered†and shift to a “consumer-centered†transformation, whether it be from channel construction or product quality. Both should aim at improving the consumer experience.
With the decline in the growth rate of the home industry in the past two years, many home furnishing industry practitioners have come to realize that the traditional marketing model is in urgent need of transformation. Therefore, many home-based companies have tried to use channel innovation as a breakthrough to regain vitality. According to changes in the market, their own characteristics and goals, the channel resources will be more reasonably integrated.
So what exactly do home companies need to do in order to really embrace the changes in the market environment brought about by consumer upgrades? The main model of professional high-end house custom furniture gave us some answers in practice.
Powerful home improvement, focusing on "brand store"
The integration of furniture and soft loading is the trend of the home industry. The sales terminal has entered the “ big shop †model and seems overwhelming. Individually powerful furniture companies choose a larger collection of customized furniture, finished furniture, drapery, accessories and lifestyle.  At the beginning of 2018 , model furniture opened a “ brand independent shop †in Xi’an to create a large-scale home furnishing in the form of a living hall.
Big stores can help brands expand their power and their advantages are also obvious. The 14,000-square-meter Xi'an Living Museum, which is a model of furniture, integrates its 19 brand series. Various styles of finished furniture and custom furniture meet the individual needs of consumers.
From the upstream installation, to the global collection of soft furnishings, and daily necessities of life, even the introduction of high-end ceramics, sanitary brands, as well as rare novelty and other global novelty good things are reflected in this living museum. The integration of these integrated home-improvements is also a concentrated expression of the ability to integrate upstream and downstream furniture.
It is understood that there are more than 100 brand independent independent stores in the country with over 3,000 square meters of existing brands. In addition to Xi'an, Xianghe, Zhengzhou, Wuhan, Shijiazhuang and other cities, Guangzhou's 12,000-square-meter large store is also under preparation for renovation. In 2018, it plans to add independent stores in key cities such as Shanghai and Beijing.
Scenario marketing to fully enhance the consumer experience
With the advent of the consumer upgrade era, the traditional price war is already the next worst way to kill the enemy and damage itself. As the new middle class of the main consumers, the demand for consumer experience has improved. It also allows home companies to think about how to provide differentiated products. and service.
In response to this, the model furniture has been marketed in the living hall layout to achieve a comprehensive upgrade of the consumer experience. Step into the model life hall, gorgeous hall, product display in the light of the gentle and melodious music filled with fragrance. At the same time, flower shops, cafes, audio-visual rooms, gymnasiums, and so on are all available. Different space scenes are created to make consumers' shopping activities become leisurely excursions.
Intelligent furniture, layout of future trends in advance lifestyle
As media mentions of smart homes become more frequent, consumers’ acceptance of smart home concepts and products is constantly increasing. But the trend is plump and realistic, and there are few applications of intelligent systems in home stores and stores, even if it is only the intelligence of individual products.
In the model furniture living museum, you can feel the power of home intelligence. In the smart home mode, the furniture in the store was connected, and sofas, wardrobes, cupboards, and mirrors all seemed to have been given personality.
When you look in the mirror, you can see your own health index. When you are exhausted, the sofa will be thoughtful and change the arc... Through the cloud computing, artificial intelligence and other technologies to achieve the interconnection of space, so that home living space becomes more humane. The effective application of the Internet intelligent system in the channel can also be seen in the effort of the model to advance the layout of future trends.
With the premise of escalating consumption into a bigger picture, the furniture industry is ushering in an unprecedented transformation. Many practitioners have stated that the era of large home repair services has come and cannot keep up.
Through the channel innovation, model furniture has become a pioneer in this era. Xu Guofang, chairman of the Model Group, also admitted that the “Lan Ping Wan Fang†large store is not simply an upgrade of the area, but rather supports the overall transformation of R&D, production, and marketing under this body of mass.
In the unpredictable market environment, where will the future home market go? The answer to these questions is not one or two brands' efforts can be accomplished overnight. The transformation road is full of thorns and challenges. Let us continue to wait and see.
WENZHOU DIYE VALVE&FITTINGS CO.,LTD , https://www.diye-valve.com