The development of the home industry is predicted to use technology to enhance competitiveness.

In 2013, the home industry was in full swing, and all companies have tried their best to seek development from all angles. When the Year of the Horse came in 2014, will the companies be able to fully expand their horses and continue to succeed from the methods they are good at? In this regard, the Beijing Morning Post reporter interviewed the heads of many home furnishing companies and listened to their business philosophy of seeking the market for the market and for the development of the enterprise.

Every year, we can hear that many home furnishing companies have opened new stores, and we can also hear which companies have reduced their stores and even exited the market. How to grasp the home business for expansion and austerity?

Expansion is not only the number of stores, but also the business aspect.

Mei Xuhang, Actual Home Operations Director

In 2014, for the home of the family, it was another year of development. In 2014, there were 26 stores that will open. There are both first-tier cities like Beijing and small and medium-sized cities on the third and fourth lines. The expansion of the home of the past few years can be summarized in two aspects: the increase in the number of stores and the expansion of the format. In 2014, the home will be based on the market and demand of the third- and fourth-tier cities, as well as the local people's consumption habits, to open a suitable store. In terms of business, it is even closer to the concept of “big home”: not only selling building materials and furniture, but also a service from beginning to end, from design to decoration, to various soft furnishings. In addition, the future home will definitely take the design as the leader, thus driving the development of other industrial chains. Because only if you have an independent design, you can connect other later steps, which is exactly what the top level opens.

The home improvement experience hall is not "more" in "fine"

Sun Wei Shi Chuang Decoration Chairman

Entering 2014, Shichuang Decoration has plans to expand its store in Beijing and is currently selecting a site. The opening of the new store is mainly aimed at optimizing the layout to find a better business model. Nowadays, the experience museum of the home improvement company has developed into a small comprehensive building materials market. However, the number of home improvement company experience halls is not "multiple", and it may be more suitable for the survival and development of the home improvement experience museum. Take Beijing as an example. The number of home improvement business experience halls is basically saturated. Excessive expansion of the store will not only divert the energy of the company, but will also transfer the investment to the customer.

Whether it is expanding the store or tightening, it is necessary to think carefully according to its own situation. Shichuang Decoration has been exploring the foreign market, but it will definitely start according to the actual situation. The current home improvement industry is in an incomplete state, so everyone needs to think rationally and find a development model that suits them. The entire market is also calm, and everyone is also looking for opportunities to break through. At the same time, we must learn more advanced methods from foreign countries, such as slowly introducing the European online experience model, so that consumers can save time in the decoration.

Enterprise development must be stable and win

Secretary General of Yin Chao Jingpai Furniture Alliance

Every year, furniture companies can be closed, and new furniture companies are opened. So, what kind of furniture companies can stand for a long time? For the 2014 market, it is a year full of hope. From April 2012 to December 2013, house prices are in a period of rising, and the purchase of houses by the people just needs to be released to a large extent. It is expected that from May 2014, consumers will definitely have demand for building materials and furniture. Just last month, in the economic development policy issued by the State Council, a "stable" word runs through the whole content. The same is true for furniture companies, which need to be steadily pursued according to their own needs and according to policy adjustments. It is precisely because 2014 is a warm situation, so many furniture companies will slowly expand the store to the agenda.

Whether the enterprise is expanding the store or tightening, it needs specific analysis of the specific situation. After the furniture industry has shuffled in the past two years, the Matthew effect has already appeared, and there has been a polarization. Companies that ignore brand, technology, and design have already tasted bitter results. Nowadays, many Beijing-style furniture enterprises are actively building foreign markets, which will not only expand the development of enterprises, but also make the proportion of investment in enterprises more and more rational.

Online shopping has taken up a large part of people's lives, and the fast and attractive prices of online shopping attract one consumer after another. As a new consumption trend based on the modern consumption situation and the development of the Internet, e-commerce has greatly shortened and reduced the time and cost of people's choice, expanded the selection and increased the requirements. This has the effect of driving reforms on traditional business models, channel models and brand models. As a result, many traditional stores have been actively involved in e-commerce in the past two years.

Use technology to enhance competitiveness

Wang Xiaokang actually online general manager

In 2013, the most representative representative of the store to enter the e-commerce is actually online. Actually online online, so that the actual home has further development. As the new e-commerce provider, Wang Xiaokang, the general manager of online, said that the immediate goal of online is to continue to improve the entire system, so that the goal of online and offline integration is more clear. "This is not a day's work, we need to work hard." For the advantage of e-commerce, Mr. Wang believes that the store's entry into e-commerce is not only beneficial to merchants, but also beneficial to consumers. “China’s building materials dealers are generally more dispersed, which is conducive to bringing them together and forming a powerful circulation channel. For consumers, not only is it convenient to purchase, but there will be more choices.”

Nowadays, many stores are eager to try this new mode of e-commerce. For the store to enter the e-commerce business, Mr. Wang also has his own opinion: "The store enters the e-commerce, regardless of the size. The main thing is not to forget the purpose of the enterprise itself. It is to use advanced technology to enhance the core competitiveness of enterprises, so the e-commerce business in the store must conform to the development direction of their own enterprises. Nowadays, young people after 80s and 90s have gradually entered the society, and their consumption habits also promote e-commerce. Therefore, traditional stores must actively embrace change, and sometimes even the organizational structure of the company or the company's operational processes need to be changed accordingly. While we are actively exploring online, we hope that we will be able to take the lead in the future. Home e-commerce is getting better and better."

Create an online independent website with no price

General Manager of He Hongyi Baiqiang Furniture

The top 100 marketing priorities this year are positioned to "embrace the Internet." Use this new marketing approach to promote offline sales. The way the top 100 enters the e-commerce is different from the traditional O2O model: the top 100 will build an independent website for the company, only display the whole line of products, not the price, and still insist on directing the online passenger flow to the storefront of the store. At the same time, the top 100 will conduct marketing through micro-sites, WeChat, etc., and the store on the “actually online” will also open up with the company's own website. In short, the top 100 will make the online store a 24-hour display store.

E-commerce needs to pass the "fast fashion, slow life" way

Vice President of Wu Nani Qumei Furniture Group Co., Ltd.

Compared with traditional stores, Qumei E-commerce has reduced the intermediate links, compressed various costs such as store rent and renovation costs, and transferred more profit margins to consumers, thus forming a price advantage compared with offline. . However, the experience of furniture products on e-commerce platforms is not as good as that of traditional stores, and some consumers are less trustworthy in the quality of furniture and after-sales service sold on e-commerce platforms than traditional stores.

In order to make the e-commerce model more recognized by consumers, Qumei has established a professional, efficient and responsible team to serve consumers. It is this rapid response capability and thoughtful and meticulous service that has won more and more. Consumer recognition and trust. In 2014, Qumei will continue to focus on the concept of “fast fashion and slow life”, adhering to the principle of “fast new products”, “parity” and “following the trend of the world fashion” to provide consumers with more quality products.

The e-commerce channel should be developed vertically and used comprehensively.

Wu Chenxi, Chairman of TATA Wooden Door

In 2013, TATA Mumen National Store's sales in the e-commerce channel reached 200 million, of which sales in the "Tmall" store accounted for 60% to 70%. In 2014, TATA's wooden door plan doubled its sales in the e-commerce channel in 2013. We also realize that the use of e-commerce requires a vertical e-commerce model that uses search, WeChat, and precision marketing in a comprehensive manner, and cannot rely too much on the “Tmall” model. Our advice to the building materials industry peers is that e-commerce must be done, and we hope that traditional sales channels will adopt an inclusive and positive attitude towards the e-commerce model. In the coming year, sales of home-standardized products in Tmall and JD will be greatly improved, while large-sized and customized products will require enterprises to combine other online and offline marketing methods to win market share.

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