If the development of the home industry and the Internet is likened to a movie, the 20 years that have become attached to the Internet are only the beginning. As far as the home industry itself is concerned, the 20-year history of the Internet has not had much impact in the first 15 years. More is in the forefront, or the e-commerce it has not yet subverted. For the home industry, the real “spring” appeared after 2008, which is the rise of the Amoy brand.

After more than 20 years of ups and downs, the Chinese furniture industry has experienced the constant baptism and reshuffle of the market. It has emerged that brands such as Quanyou and Gujia are precipitating market reputation and reputation, but so far, the home industry still There is no single brand market share of more than 1%, so from the statistical logic of economics, such market distribution is really not in line with the law.

In the same situation, if we look at the home appliance industry that started at almost the same time, a number of well-known brands such as Haier, Gree and Midea have already occupied most of the market. Some insiders have said to the author that the non-standardized and experiential consumption of the household industry is a double-brake factor that restricts the development of home brands. Perhaps this can be a reasonable explanation for the decentralized status of the brand, but the development of the home industry has not only advanced but also spurred. In addition to the gratifying results, in fact, we have missed the golden period of building big brands.

However, for the golden year that has been frozen in history in 2013, the new 2014 will continue to flourish with the rapid development of the Internet and e-commerce. Home online shopping has become the main battlefield after the 80s and 90s, and its dependence on the Internet has also accelerated. Therefore, the author believes that the next 20 years must be a combination of furniture and the Internet for 20 years, and will surely usher in the biggest, fastest and most cruel storm-style reshuffle in the furniture industry.

Nowadays, e-commerce is no longer a strange term. Most entrepreneurs should be convinced that e-commerce will soon come to the home industry and bring about a revolutionary reshuffle in the industry. However, some entrepreneurs believe that e-commerce is far from the home industry, and the understanding of e-commerce and home industry is not enough.

However, the author believes that the impact of e-commerce on existing traditional channels is inevitable, but the current problem is mainly that the e-commerce channel is still too high in the pre-educational cost to consumers, and the e-commerce warehouse and logistics system is still immature. These hidden concerns may be the reason for home businesses to wait and see rather than to develop e-commerce, but it is important to note that the wheel of the home industry and the Internet will not wait for watchers.

Of course, we can't let go of the topic of the development of China's home furnishing industry to talk about the topic of "the Internet for 20 years in the home industry". For this reason, the author will briefly review the development of the home furnishing industry.

In other words, since the 1980s, with the spring breeze of reform and opening up, China's home furnishing industry has ushered in a good time for development. But in the 1980s, the market economy was just getting started, and the concept of "home" was not formed. At that time, the so-called "home" was mostly the most basic daily necessities for the unit welfare housing, such as wooden beds, four-corner tables, etc. At that time, people did not have much choice for home configuration. At that time, most of the furniture production was still in the stage of hand-made, and it was impossible to mass-produce, let alone design and fashion.

In the late 1980s and mid-1990s, as housing conditions continued to improve, the demand for household products increased dramatically, and the concept of renovation began to rise. From the ten-square-meter single room to the one-bedroom and two-bedroom houses, people began to consider whether to lay bricks before the check-in. After the wall painting, there are wallpapers to choose from, and the kitchen has to consider whether to install cabinets and so on.

At the same time, mechanized production equipment has also entered the household industry, and household products have begun to be mechanized and scaled up. From solid wood to artificial panels, from independent cabinets to combination cabinets, furniture products have been industrialized from raw materials to designs. At the same time, cabinets and wardrobes began to separate from furniture products. Tiles began to be widely used on walls and floors. Foreign sanitary and hardware brands entered the Chinese market in large quantities.

After the rapid development of the 1990s, the home industry has ushered in its glory in the millennium. This is also due to the comprehensive and rapid development of the real estate industry under the market economy system. It is said that the take-off was a "Gale" blown by the State Council's "No. 18" document issued in 2003. The document stipulated that the real estate industry should be the pillar industry of the national economy. In the same year, the investment in real estate development nationwide exceeded 1 trillion yuan for the first time. Because of this, the rise of commercial housing has brought a large number of rough houses, and the subsequent home decoration has brought tremendous development opportunities for the home industry.

In 2004, the home hypermarkets began to exert their full strength. The supermarkets, B&Q and other hypermarkets opened stores one after another, and foreign brands began to open their first store in Beijing. At the same time, the decoration enterprises on the other side ushered in a comprehensive development period: Dongyi Risheng began to build a wooden factory, and the road to expansion of the industry was in full swing, and Yuanzhou Decoration proposed a business model of “integrated home”.

In 2004, it was the first year that the Internet entered the home furnishing industry. Because “Taobao” also set sail, media marketing in the home furnishing industry also reached its peak during this period. The comprehensive marketing approach of the Internet and the in-depth analysis of magazines, newspapers and other publications have made the entire home industry form its own "voice."

If we say that 2000 to 2007 is the era when "home people can make money in bed." Then, from 2008 to 2010, the era of the home industry facing crisis. Due to the low-level development of the real estate industry during this period, the painful period of the home industry has also begun.

Until 2011, the macroeconomic environment and the real estate industry gradually picked up. The home industry is also looking forward to the gorgeous turn of spring. E-commerce's home industry model exploration, micro-marketing represented by WeChat and Weibo, online and offline 020 mode exploration, home people challenged the new field, hoping to find the direction of home industry transformation. In the same year, in the Internet, Merlot, Qijia.com and other home e-commerce online and offline experience store combination mode began to burst; various home Internet marketing summits were held; various home media also sprang up like mushrooms .

Today, in 2014, the author believes that this year's home industry can be said to be a very different year. Why do you say that the change is very much a year? Because this year e-commerce has gradually become a new marketing model, and it has begun to enter the "pan-home" industry.

So where is the next 20 years of development? According to public information, the author believes that "smart home" will be a general direction. Some analysts in the industry pointed out that the smart home industry needs new selling points to continuously promote the consumption upgrade of users. The intelligence brought by the Internet wave has lighted the prospect of the future industrial chain. Smart home belongs to the composite industry, but the current stage is the product. Immature, second, there is no overall development, from the cost of updating to product technology, there are realistic factors that hinder the full deployment of smart homes.

At present, the largest part of the smart home industry market space is terminal products. Compared with the front-end systems, solutions, controllers and other markets, the foreseeable future is that enterprises producing terminals are likely to realize industrial chain integration through acquisition or their own layout.

According to the latest industry research report, the output value of the smart home eco-chain can reach nearly 800 billion in 2020, and the estimated output value of smart homes can reach nearly 150 billion yuan.

In general, the Chinese Internet has gone through 20 years of history, and new products, new technologies and new ideas based on the Internet have changed lives. In the home field, which is most closely related to life, it is even more inseparable from the new revolution brought about by the Internet. The industry as a whole is working hard to find effective Internet usage rules, which may become a cheat for the home industry.

Finally, return to the topic that started: Why is the Chinese home furnishing industry still unable to produce a big home brand in the 20 years of Internet ups and downs? I think this is the same reason that China can't get "Steve Jobs". “Outstanding” is not related to “time”, but related to “gene”. Therefore, in the next 20 years, the author believes that the development focus of the home brand should return to the "gene", which is more in line with the humanized "product", such as the "smart home" mentioned above is this concept. Perhaps, as Jobs said, "great brands are inseparable from great products."

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