In 2013, the home furnishing industry was surging, and various enterprises used all their means to seek development from all angles. When the Year of the Horse arrives in 2014, will the companies be "full of horsepower" and continue to succeed from the methods they are good at? In this regard, I interviewed many heads of home furnishing companies and listened to their business philosophy of looking at the market and finding a way for the development of enterprises.
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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 or even exited the market. How should home furnishing companies grasp expansion and austerity?
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Expansion is not just about the number of stores, but also about the format
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Mei Xuhang Director of Operation
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2014 was another year of vigorous development for the actual home. In 2014, as many as 26 stores were about to open. There are not only first-tier cities like Beijing, but also small and medium-sized cities on the third and fourth tiers. The expansion of the actual house in recent years can be summarized from two aspects: the growth of the number of stores and the expansion of the format. In 2014, the actual home will open a suitable store based on the market and demand of the third- and fourth-tier cities and the consumption habits of local people. In terms of format, it is closer to the concept of "big home": not only selling building materials and furniture, but also making a service from start to finish, from design to decoration, to various soft decoration arrangements. In addition, the actual home will definitely use design as the leader in the future, thereby driving the development of other industrial chains. Because only by owning the independent design, can the other subsequent steps be connected, which is exactly the meaning of the opening of the top floor.
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Home improvement experience hall is in "fine" but not in "more"
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Sun Wei Shichuang Decoration Chairman
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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 so as to find a better business model. Nowadays, the home improvement company's experience hall has developed into a small comprehensive building materials market, but the number of home improvement company experience halls is not limited to "more", but less and more refined may be more suitable for the survival and development of home improvement experience halls. Taking Beijing as an example, the number of experience centers for a home improvement company reaching 4 is basically saturated. Excessive store expansion will not only disperse the energy of the enterprise, but also allow most of the investment to be passed on to customers.
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Whether you are expanding a store or retrenching, you must think carefully according to your own situation. Shichuang Decoration has been exploring the overseas market, but it will definitely proceed according to the actual situation. The current home improvement industry is in an inadequate state, so everyone needs to think rationally and find a development model suitable for them. The entire market is also calm, and everyone is also looking for opportunities to break through. At the same time, we also need to learn more advanced foreign methods, such as slowly introducing the European online experience model, so that consumers save time when decorating.
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Enterprise development must be stable and win
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Secretary General of Yin Chao Jingpai Furniture Union
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Every year, furniture companies are closed and new furniture companies are opened. So, what kind of furniture companies can stand for a long time? For the market in 2014, it was a promising year. From April 2012 to December 2013, house prices are in a period of rising, and people just need to be released to a large extent. It is expected that from May 2014, consumers will definitely have demand for building materials and furniture. And just last month, in the economic development guidelines issued by the State Council, the word "stable" runs through the entire content. The same is true for furniture companies, who need to make steady progress based on their own needs and policy adjustments. Because 2014 is a relatively warm situation, many furniture companies will slowly expand their stores to the agenda.
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Whether the company is expanding its store or contracting, it needs specific analysis. The furniture industry has been reshuffled in the past two years, and the Matthew effect has already emerged, showing a polarization. Companies that ignore brands, technology, and design have already experienced bitter results. Nowadays, many Beijing furniture companies are actively creating foreign markets, which not only can expand the development of enterprises, but also make the investment ratio of enterprises more and more reasonable.
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Online shopping has taken up a large part of people's lives, and the fast and attractive prices of online shopping have attracted consumers one after another. E-commerce, as a new consumption trend based on the modern consumption situation and the development of the Internet, has greatly shortened and reduced the time and cost of people's choice, expanded the choice surface, and increased the requirements. This will have the effect of promoting reforms on traditional business models, channel models and brand models. As a result, many traditional stores have been actively engaged in e-commerce business in the past two years.
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Use technology to enhance competitiveness
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Wang Xiaokang actually online general manager
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The most representative of e-commerce entering the store in 2013 was actually online. The fact that the online is actually online has given the home a further development. As a newly-launched e-commerce company, Wang Xiaokang, general manager of Actual Online, said that the recent goal of Online Online is to continue to improve the entire system and make the goal of online and offline integration more clear. "This is not a matter of one day's merits and requires constant efforts." With regard to the advantages of e-commerce, Mr. Wang believes that entering the e-commerce store will not only benefit merchants but also consumers. "China's building materials vendors are generally scattered, which is conducive to integrating them together to form a powerful circulation channel. For consumers, not only is it convenient to purchase, but also more choices."
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Nowadays, many stores are eager to try this new model of e-commerce. Mr. Wang also has his own view on entering e-commerce in stores: "Shops entering e-commerce do not care about the size. The main reason is not to forget the purpose of the enterprise itself. To do e-commerce It is the use of advanced technology to enhance the core competitiveness of enterprises, so e-commerce in the store must meet the development direction of their own enterprises. Nowadays, young people after 80 and 90 have gradually entered the society, and their consumption habits are also promoting e-commerce. Development. Therefore, traditional stores must actively respond to changes, and sometimes enterprise organizational structure or company operating processes need to make corresponding changes. While we are actively exploring online, we also hope to play a leading role in the future, let Home e-commerce is getting better and better. "
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Create an independent corporate website with no online price
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He Hongyi General Manager of Top 100 Furniture
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The top 100 marketing focus this year is on "embracing the Internet." Use this new marketing method to promote offline sales. The way the Top 100 enters e-commerce is different from the traditional O2O model: the Top 100 will create an independent website for the enterprise, only display the full range of products, without price, and still insist on guiding the online customer flow to the store's store. At the same time, the top 100 will conduct marketing through micro-websites, WeChat, etc., and the storefronts on "actually online" will also connect with the company's own website. In short, the top 100 will build the online store into a 24-hour display store.
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E-commerce needs to deliver "fast fashion, slow life"
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Wu Nani Qumei Furniture Group Co., Ltd. Vice President
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Compared with traditional stores, Qumei E-commerce has reduced the intermediate links, compressed store rents, decoration costs and other costs, and transferred more profit space 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 traditional stores, and some consumers have lower confidence in the quality and after-sales service of furniture sold on e-commerce platforms than traditional stores.
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In order to allow the e-commerce model to be recognized by more consumers, Qumei has established a professional, efficient and responsible team to serve consumers. It is this rapid response ability and thoughtful and meticulous service that have 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 principles of "fast new products", "parity" and "following the world's fashion trends" to provide consumers with more quality products.
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E-commerce channels should be developed vertically and used comprehensively
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Wu Chenxi Chairman of TATA Wooden Door
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In 2013, the sales of TATA wooden door stores nationwide in the e-commerce channel reached 200 million, of which 60% to 70% were generated in the "Tmall" store. In 2014, TATA Wooden Door plans to double its sales in e-commerce channels on the basis of 2013. We are also aware that to use e-commerce, we need to adopt a vertical e-commerce model, comprehensive use of search, WeChat, precision marketing and other methods, can not rely too much on the "Tmall" model. Our advice to building materials companies 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, the sales of home-standardized products in Tmall and JD.com will increase significantly, while large-scale and customized products require companies to combine other online and offline marketing methods to win market share.
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