Furniture brand "embedded" home improvement enterprises to develop new forms of sales channels

Using an electronic platform

Furniture brand "embedded" home improvement business

Furniture products need to be displayed in large-scale exhibition halls, which is undoubtedly the biggest trouble for home improvement companies. Zhang Wei, chairman of the industry's peak decoration, said that they used digital touch screens to solve the problem of area.

Zhang Wei told reporters that many consumers have begun to switch to different furniture stores after renovation. However, due to the wide variety of furniture, the large exhibition area and the large number of consumers, it is difficult to purchase all the same stores in a short time. Furniture.

At present, there is a dedicated furniture digital experience hall in the exhibition hall of the industry peak. Each furniture digital experience hall has multiple electronic touch screens, each of which can display a series of furniture brand products.

A variety of furniture can be visually seen through the digital touch screen. If a satisfactory product is selected, it can be ordered directly online, and a list of selected products can be printed at the same time to realize one-stop purchase of furniture.

In this way, consumers can first select their favorite furniture through the digital platform, and then the designer can match the furniture style with hard and soft clothes, which can make the whole decoration process smoother and avoid the repeated matching of furniture and accessories. trouble.

In Zhang Jian's view, this method is simple and ingenious. It solves the problem of insufficient display area of ​​furniture by using digital platform, and at the same time further extends its home decoration service.

The reporter saw in the digital exhibition hall that there are already well-known brands such as Ayres, Federal, Zhongzhixin, and Models on the platform, and the operation process of the touch screen is very simple. It can be selected in a few simple steps. buy. At the same time, the purchase of furniture on the digital platform, you can also enjoy the furniture rebate subsidies provided by the industry peak.

Factory production

Home improvement enterprise "cross-border" furniture industry

In addition to the use of the digital platform "virtual" furniture display space, there are also home improvement companies choose to open factories to do furniture. Sun Wei, chairman of Shichuang Decoration, told reporters that they have been producing furniture since 2009. At present, the independent furniture brand “Shichuang” furniture can be seen in various supermarkets and has four or fifty agents in the country.

As early as 2008, Sun Wei began to represent furniture and provide value-added services for home improvement, but he found that this method is not good. "Because the price given by the manufacturer is not lower than the market price, it is not attractive to consumers." Sun Wei said. Since most consumers who make renovations choose panel furniture, he began to research and produce furniture himself. At present, 50% of Shijiachuang's homes are self-produced, while others are ordered through agents and export-oriented furniture companies.

According to Sun Wei, more than half of the consumers who come to create a renovation now buy both building materials and furniture. Buying furniture in advance is of great help to the decoration. He believes that this can determine the style in advance, and then the designer will match the style according to the furniture.

Furniture company

Concerned about how profits are distributed

For furniture companies, the concept of channel is king, so they also attach great importance to cooperation with home improvement companies. Ye Dayong, the general agent of the model furniture Beijing, said that cooperation with home improvement enterprises can quickly enter the distribution channel and enter the consumer's sight, so they also joined the digital platform of the industry peak.

“The cost of joining this platform is very low, which not only can promote the influence of furniture in the Beijing market, but also promote the brand image of the company in China through the channels of the home improvement company in the country. The cost is low and there are channels, why not go? Ye Dayong said.

However, for some furniture brands that have already been rooted, the road to cooperation with home improvement companies is not very good.

Zhu Guangyu, director of Peugeot's furniture marketing, told reporters that their furniture discounts are small, and the market price is uniform, indicating that profits are limited and there is no extra space to cooperate with third parties. Therefore, it is difficult to give the home improvement company a price that is satisfactory to them.

According to industry insiders, some well-known furniture brands will appear to be more competitive when working with home improvement companies. How to distribute profits is a matter of great concern.

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