When I recently talked to friends about the topic of “New Retailâ€, I suddenly discovered that the phenomenon reflected by hot words such as the new retail and supply chain of the fire had actually appeared before the fire started. At that time, they had not been consistently implemented. On such a new hat.
However, the emergence of "new retail" first proposed by Ali just gave life to the lack of "explosive goods" in the home industry, as if it were related to the edge, it can cause more attention.
Changes in the home industry are coming, industry changes will induce new industry trends
Looking back, in the past year or two, as the word “new retail†has become hot, the home improvement industry has embraced many changes, such as online and offline integrated shopping, intelligent immersive scenarios, and scenario marketing. There are also new channels to accompany the development, and so on. These changes are changes that are easily noticeable in our daily lives.
Change 1: The smart trend becomes more obvious
With the arrival of the 40th anniversary of the reform and opening up, from the perspective of macroeconomics, the Chinese economy has entered a new normal state, and has changed from the development stage of pursuing quantitative development to the development stage of pursuing quality.
Judging from the 2018 government work report released by the government in early March, topics such as supply-side reforms, in-depth development of China's manufacturing, or promotion of the construction of the industrial Internet have become the policy orientation and work plan at the national level.
In addition to continuing to promote the transformation and upgrading of the real economy, model innovation, technological innovation, and smart manufacturing are also the contents that have been highlighted, and have also become the most obvious change factor in the home industry since 2018.
Whether it is the Shenzhen International Furniture Fair in March, the online home building materials supermarket, the home store, or the chat with industry professionals, we have found that more and more new technologies or artificial intelligence have been applied to the home industry.
Not only is the smart home product display, smart toilets, smart windows and doors on home exhibitions, but also VR devices in physical stores, smart store upgrades, and new robots are all proof of the arrival of intelligent and diversified product presentation methods.
From this perspective, intelligence is not just an industry change that is taking place. With the advent of the accelerated era of the 5G era and rapid landing of new technologies, presumably in the future, it will become an industry characteristic that is increasingly being valued by enterprises.
Change 2: Diversification of purchasing channels
In addition to adding more technological elements to product sales, we have found that the pace of change in home improvement companies or the iterative purchase channels is also accelerating.
For example, as early as the double 11 period of 2016, Suning, Yintai, etc. opened up thousands of online and offline shops, with more than one million shops. At the same time, in order to empower small and medium-sized businesses, Alibaba.com has already produced 60,000 stores offline in 2016 to achieve full electronicity.
This trend of online retailing has also been spreading to the home industry in the past two years. One of the proofs is that brands such as Linshi Wood, TATA Wooden Door and Luolai Life have already been promoted after several years of online and offline promotion. Maintain a stable home e-commerce market share.
This fact illustrates the fact that the speed of the traditional offline brand has accelerated, and some traditional home companies have embraced the transformation of the Internet.
On the other hand, according to observations, more and more home improvement companies adopt two-dimensional or three-dimensional home scene display on the online official website, public account, and App show to get rid of the single and rough view effect of drawings or pictures. This is a manifestation of the visual upgrade of home products.
The intelligent upgrading of home stores that we have seen so far is an alternative way of opening new retail outlets for some home offline stores. Rather than saying that these contents are a means to attract or satisfy new consumer needs, it is better to say that home companies are trying to integrate online and offline integration.
Nowadays, with the constant change and development of new technologies, more and more technological elements are being used in the home industry. Three-dimensional scenes will be integrated into the sales and display of products to help users solve the problem of lack of product fidelity and indoor furnishings. Not obvious, people and goods delivery experience is poor and other issues.
Under this background, whether it is online or offline, more and more purchase channels will gradually be accepted by consumers. The home industry will also set off a new wave of changes along with the progress of science and technology and the development of the times.
Change 3: Accurate consumption is put on the agenda, and scene-based marketing has become a trend
In the 20 years of development of the home building materials industry in China, there has been no single enterprise that has achieved industry monopoly. Even if it is a home-listed company that achieves a national distribution through the increase in the number of distributors around the country, there is no way to achieve a full-scale adoption.
The reason why the home building materials industry's chain is too long and the market is too huge and unparalleled is one of the core reasons. However, one reason is that most companies only have their own core advantages in a certain business or product, and can really do it. One-stop service companies have only a few years earlier.
However, since 2016, the industry has begun to spread the slogan of “big home†to the awkwardness of the Internet. In the wave of Internet information age, it is not just the awakening of consumer's overall home improvement solutions and customization needs. Home businesses also found business opportunities for one-stop services, including Sofia, Europa Home, Nature, My Home, Daya Icons, Del Future, Bunny, etc. All of them are extending beyond their existing business lines.
Among these listed companies, there are businesses that expand from wardrobes to wooden doors, sanitary wares, and even kitchen appliances. There are also businesses that expand from the floor business to the closet wardrobe business. For insurance reasons, they only expand to similar businesses, such as from the cabinet business. Expanded to cabinets, wardrobes, and custom homes for my home.
The changes in the business of these companies reflect the ambition of home companies to meet consumers' diversified consumer needs, and they also want to use the brand influence of full-category or large-scale home appliances in the industry. This is one of the most attractive consumer groups. Kind of embodiment.
On the other hand, in the past two years, the average growth of net profits of custom home companies has exceeded 30%, which means that the individual needs of users have been fully demonstrated, and the layout of enterprises in customized businesses and production lines will also help To meet the needs of users for "precise consumption".
In addition to the integration of online and offline integration channels, the form of consumer purchase of home products tends to be diversified, and more and more hotels and even coffee shops have begun to display their internal layout and product sources to users in an open manner. WYSIWYG is achieved.
The combination of smart home items or systems and traditional homes that we said at the beginning is also a major selling point of the scene marketing. The mentioned industry changes are precisely the important reason why the home industry is about to undergo a new round of changes.
Because of the above reasons, new home retailing is a prosperous new proposition for a long time in the future. The integration of online and offline integration will occupy a very important position in the future expansion and development of home businesses. This will be an important topic for long-term thinking of home improvement companies.
With the continuous emergence of new trends, intensified innovation and entrepreneurship, and the further penetration of the industrial Internet into the home manufacturing industry, we cannot just look at the upsurge of new retail sales in the home to set off changes in the industry. We must rely on the experience and content of outstanding companies to improve ourselves. They also avoid committing the mistakes they once made on the road to entrepreneurship and better embrace the future of the industry.
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