Industry restructuring, home furnishing industry will usher in a new era of "change"!

Views:483 Author:Site Editor Publish Time:2020-10-08 16:02:09 Orgin:Site

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According to statistics, even if there is no epidemic, China's social retail growth rate is also declining. In the home building materials industry, even if there is no new crown epidemic, the traditional performance growth logic has also suffered great challenges.

We benchmarked the industry situation during the SARS period. First of all, after SARS in 2003, China's retail industry ushered in the rapid rise of e-commerce era. Ma Yun said at that time: in the future, either e-commerce or no business can be done. Today, with the development of the epidemic, live broadcasting has deeply affected our lives. We can make a prediction that live e-commerce will become a new outlet in 2020.

Secondly, after 2003, the real estate industry ushered in 15 years of gold, and the scale of China's real estate has also increased by 15 times. After the outbreak, we found that 65% of consumers had improved housing demand after the outbreak. We predict that there will be a huge demand for improvement in the real estate market in the next decade.

Three new changes in the industry

In 2020, the changes brought by the epidemic situation to the household industry include three aspects.

1. Reconstruction of supply chain relationship

At present, the semi annual reports of listed household enterprises are coming out one after another. Most of the enterprises that have achieved positive growth have a rule: the rise of bulk business. Today, more than 95% of the products are equipped with fine decoration. The fine decoration business of kitchen appliance brand Fangtai has accounted for more than 20%, while the hardcover business of furniture enterprises accounts for very little, because our chain of R & D, production, supply, sales and service still stays in the traditional mode of attracting investment and opening stores.

The restructuring of the home supply chain will form three new chains. The first is terminal retail. Today, for a brand, it is an important indicator whether the country can reach 3000 exclusive stores. Through this channel, the precise matching between products and users is completed. The second is the bulk business chain, which is divided into fine decoration and whole decoration. The third is the all-round rise of online, new live broadcast, electric business and o2o formats, forming the chain reconstruction of upstream and downstream product R & D, production and sales.

2. Reconstruction of consumer relationship demand

The passenger flow of the terminal is becoming less and less. The scale of big home is 4.5 trillion and growing every year. But why do we feel that the passenger flow is less? It is not that the customers are decreasing, but that you are getting farther and farther away from the customers. Now, the post-85 and post-90s are the main consumers. They are the indigenous people of the Internet. They are born with the habit of completing product experience, evaluation and enterprise information understanding online. Therefore, it is very important to plant grass online and to build and promote sales channels for young people. The first core of this reconfiguration is full online.

The second core is the rise of the new middle class. China's economy is forming a dual cycle driven by internal circulation at home and supplemented by international circulation. China will produce 500 million middle-class consumers, more than the total population of the European Union, the United States and Japan, and drive the development of the global economy. The demand of consumers will change, the brand of enterprises needs to go up, at the same time, the products should sink, and the real consumption power of the new middle class should be grasped, which is the reconstruction of consumer relationship.

3. Reconstruction of marketing growth model

In the past, the growth of China's furniture industry relied on explosive growth, but today it relies on squeezing to find stock. The essence of traditional exhibition investment promotion and Taobao store is the logic of "people looking for goods". But today, a presenter with 30 million fans wants to find their favorite products for his fans, which is the logic of "goods looking for people".

The pattern of the birth of the e-commerce industry has changed dramatically, and all businesses are worth doing again today. The retail industry is facing a great opportunity of comprehensive reconstruction. Under this change, the role of the store becomes very subtle.

A new era of "short, easy and fast" live broadcasting and build a super flow pool of brands

Kwai tiktok, China's electricity supplier in the past, was "cat and dog spelling" (Tmall, Jingdong, spelling more), and the head of the electricity supplier is changing to "cat shake fast" (Tmall, jitter, fast hand).

The enterprise is divided into two departments, one is called the marketing / brand department, which is responsible for the air potential energy, and the other is the sales department, which establishes the national sales network and pays attention to the sales revenue. But in the shaking platform, the "tiktok" is reconstructed.

Tiktok, for example, can attract consumers and match products by short video tiktok, and then solve the product supply by shaking the shop window, making a drainage bill for the offline, and turning it into a new human yard. Based on this method, we found that each store of the terminal has the ability of "new retail".