When the situation is still harsh, the home industry has changed from "seeking development" to " survival "; in the past six months, various phenomena have emerged in an endless stream, but the changes are not separated from each other, and all kinds of changes only focus on survival.

Trade-in

Since the Beijing Municipal Commission of Commerce proposed the furniture trade-in program in February, the “trade-in” campaign has spread rapidly in the home circle and has basically covered several major supermarkets. In addition to the six hundred flat special warehouses in the timber market near the North Fourth Ring for the storage of recycled old furniture, the home of this year has set up nearly 10,000 square meters of old furniture processing and recycling center. The Red Star Macalline, which once engaged in the “Old Huixin” campaign, directly gives consumers corresponding vouchers, and the old furniture is handled by consumers themselves. Jimei Home chose to build a self-built recycling system and set up an “old-for-new service department” and an old furniture recycling base. Lan Jingli also cooperates with the material recycling company. The store is responsible for the recycling of old furniture. The recycling company is responsible for the dismantling and processing of the old furniture after recycling. Although each of the major stores has its own tricks, for the consumers, they can get the corresponding subsidies when purchasing new furniture with the old furniture, and can enjoy the treatment of the old furniture being taken away for free, and solve the problem of disposal of the old furniture.

Comments:

The furniture “trade-in” was originally aimed at the old homeowners, turning some of the demand that can be bought or not to be converted into consumption power. This is undoubtedly a new market growth point for the home market in the bleak situation, and the implementation of this policy The store also really tasted the sweetness. The news that the government will issue the subsidy policy for "furniture for the old" is more like the east wind, and the fire of "old-for-new" will be more and more popular. In order to get the corresponding subsidies, the merchants spare no effort to develop a new model of “old-for-new”, explore the disposal and recycling of old furniture, and constantly standardize and improve the service details. Consumers are undoubtedly the biggest beneficiaries of this competition - not only enjoy the benefits of buying new furniture, but also the troubles of disposing of old furniture. This kind of activity is still more good.

Clear price

In March, the family first announced the implementation of “clear price” in all branches – the key is that the price of the merchant's products is consistent with the actual sales price. In order to ensure the implementation of the measures, the merchants need to enter the price tag of the product into the information system code to make a bar code card, and the consumer uses the bar code card to check out at the checkout to ensure the price is authentic. In a consumer environment where household products are sometimes as low as 20% off, this measure has been launched, and both the applause and the suspicion have come.

Comments:

The introduction of clear price is not only an initiative for the home to please consumers, but also the need to implement the "trade-in" policy - to allow the new furniture percentage subsidy model to be fully in place, so that consumers get real subsidies. With the introduction of the “old-for-new” subsidy policy for furniture, more stores began to explore “clear price”. Once the price of the price was formed, the previous questioning of the actual price and the resistance of its implementation may be less. While affirming that the price is the development trend of the industry and can effectively promote the transparency of transactions and the sustainable development of the entire industry, it should be pointed out that only the real "clear price" can truly benefit consumers and truly change. Industry bad habits. If the plain code is "not" the price, then everything loses its meaning.

Blasting marketing

The blasting marketing fire finally burned from the outside to the capital, but the protagonist changed from a single brand to a store. Since the beginning of this year, the blasting marketing held by home stores has come one after another. There have been many stores including Jimei, Chengwaicheng and Wanjia Denghuo. Some marketing companies have also used this to quickly expand customers in the field. After Jimei and other stores have tasted the sweetness, blasting marketing has become a “life-saving straw” in the eyes of many home furnishing companies, and has become a hot spot for discussion and research in the industry.

Comments:

Blasting marketing is not new, but it has become a fragrant one. In essence, it is still a marketing method. It achieves a better and more comprehensive satisfaction of consumer demand through consumer psychology perspective, repositioning of the market, and re-integration of resources. A breakthrough in the sales performance of the terminal, creating a marketing miracle. Do not think that it is limited to marketing, its impact on the industry can not be underestimated, not only will the store that has always been "sitting Jia" become a proactive "business", more importantly, emphasize the business to explore consumer demand, provide more intimate Products and services, this is the essence of blast marketing success. However, blasting marketing also needs to be done. If it is blasted everywhere, not only will the business be time-consuming and laborious, but consumers will also be bored.

Cross-border alliance

With the deepening of real estate regulation and control, home terminal enterprises have begun to unite and hope to reach consumers through various channels. As early as last July, when the company established an electronic exhibition hall, it was announced that consumers who purchased cooperative brand furniture could enjoy additional benefits. At the end of March, Yuanzhou Decoration announced that it has established a service alliance with Chain Real Estate and Gome. Consumers who consume in any alliance enterprise can receive a joint discount from the three parties. Cross-industry alliances not only span the initial discounts, but also claim to move toward deeper cooperation.

Comments:

It is undoubtedly a good thing for home furnishing enterprises to achieve mutual benefit by integrating resources with upstream and downstream enterprises to achieve mutual benefit. However, for enterprises, if such alliances are to produce the expected benefits and achieve the cooperative effect of the alliance enterprises, they should also provide consumers with higher added value.

Chinese design

Due to the lack of originality in China's home design, often the well-known international home brand, the Milan Home Show has issued a notice of "staring the Chinese audience" and similar moves, many Chinese home furnishing companies are blocked outside the Milan home show... but this situation It has been completely changed this year. Some Chinese furniture companies brought original products to the Milan show, sweeping the history of Chinese furniture design will only be copied, foreign media reports and displays make people feel proud.

Comments:

The original army stationed in Milan home show shows that while many Chinese enterprises are in the cottage, there are also many home industries that attach great importance to original design and gradually move towards internationalization. Although there is still a certain gap with the West, the exhibition itself is the progress of the home industry, and it is still worthy of standing and applauding. However, at the same time, we still have to see the room for improvement: compared with foreign design, the domestic design lacks direction orientation, cultural heritage is insufficient... The road is long and the road is long, and it is hoped that Chinese home furnishing enterprises can continue to play The spirit of "seeking", the Chinese design will be made global!

Playing community

The so-called "playing the community" refers to the fact that the home enterprises go out of the store and directly enter the community, and achieve higher sales through targeted marketing strategies and direct docking with consumers. In fact, the “fighting community” home improvement industry has been booming for many years, but today, many home furnishing companies pay attention to “channel sinking”, so it has become a home-wide industry initiative, participants from the building materials industry, furniture, home stores and even factories, but The competition is more intense and the form is more diverse: there are those who are stationed alone, those who directly build radiation around the “community store”, those who cooperate with property or developers, and joint operations...

Comments:

The “Celling Community” action reflects the active efforts of home furnishing companies in the market. But it seems that not all roles are suitable for “carrying the community”, such as some factories that only provide products. After all, it is not a circulation enterprise. Even if some sales problems are solved, the surge in logistics and after-sales costs may result in a loss. Secondly, if the “playing the community” is just playing the price war, not only the consumers will be boring, but the enterprise will not achieve the sales purpose. Only meticulous research, to provide targeted products to the community, such a "carrying community" is likely to succeed.

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