With the advent of the era of large home furnishings, both the stock market and the incremental market have changed. The purchasing habits of the new generation of consumers have gradually transitioned from the original single-product purchasing to the integrated purchasing; it is realized in the least time and the laziest way. Own goals. The new generation of consumers is the best proof.
The transition from single-product brands among manufacturers to multi-category integration is an inevitable choice for complete installation and precise air outlets. In fact, living room furniture manufacturers in china do it, they also have inherent advantages.
For example, the advantages of the channel layout, the original channels, the target consumers are completely homogenized, and the procurement time window is also a relationship. Therefore, the logic of channel single-product extension to multi-products also makes perfect sense.
There is also the brand advantage. The advantage of using the industry's strong brand position to extend new categories is obvious for investment promotion.
When these dining room furniture manufacturers in china when they create integrated collection stores, they may actually have another advantage, that is, the original products maintain reasonable profits, but the newly added collection products have a meager profit. , It can maintain the competitive advantage in price when exporting the packaged products to consumers.
Of course, with this operation, the contradiction is also obvious, that is, if the new store is not an extension of the original dealer store, how can the contradiction with the original store be resolved?
Indeed, living room furniture manufacturers do a one-stop service and design work, which seems to be understood as a package company. But the traditional home improvement company is essentially a trading company.
In essence, it means to raise a few designers (even designers are in partnership), a few clerks, and a construction supervisor. For the whole installation, such a structure is still far away.
In the home improvement field, a number of so-called Internet home improvement companies have also emerged in the past few years. Many traditional home improvement companies think that doing e-commerce and Internet marketing is a transformation.
In fact, this is far from the case. Internet home improvement is not only the Internetization of the communication level, but also the re-disruption, reorganization, integration and innovation of the industrial chain based on consumer insight.
Generally speaking, what can be called Internet home improvement is represented by the following three modes:
1/ Focus on design schemes and construction resource sharing products, with strong tool attributes. Cut into a certain link in the home improvement link, heavily subdivided vertically, and have a single direct transaction scenario.
In fact, this model is a bit similar to "home improvement yellow pages", and only solves the problem of opaque information. The color of Internet home improvement is not strong.
2/ Self-operated decoration platform, do partial supply chain integration.
Productization of the decoration plan, package price, and construction process, highlighting the controllability of each link. Compress the intermediate repetitive links, shorten the construction period, and timely feedback the progress to the customers; the matching transaction-based home improvement platform generally has the resources of housing, design, building materials, home furnishing supply chain, and financial system in the upstream, or huge user resources in the downstream.
3/ Rulemaking. Recruit offline living room furniture manufacturers in china, design companies to settle in, do building materials/home trade online, and form a one-stop procurement and service.
There are too many homogenized product brands in traditional home furnishing stores. In fact, in the age of outfitting, it is completely unnecessary. For single products, consumers need explosive models; for complete outfits, consumers need one-stop shopping and a personalized aesthetic.
So, after category slimming, the extra space can be extended to the traditional shopping mall model. In this way, the best combination of low frequency and high frequency can be achieved.
Finally, we found that dealers are also transforming to a large-scale home model.