The baptism brought by the real estate regulation in 2012 made the Beijing home furnishing industry more mature in 2013. This is mainly manifested in the fact that some enterprises have withstood many tests, strengthened their market positioning, and dared to take a step forward; some companies have not made any profit, but they have also made corresponding adjustments during this "winter" period. The new business approach meets the challenges of the new year; there are also some companies that have exposed the shortcomings of corporate development in this baptism, the brand image is faltering, and some even have withdrawn from the historical arena. In any case, for the home furnishing industry in 2013, it means a change and rebirth. This is actually a new starting point for the home furnishing industry. The home furnishing industry should really broaden its thinking and change its way to develop. Otherwise, it will be self-styled and closed-door, obviously, Most companies have realized it last year.
Current situation
Keyword 1 quality gate
Product quality events should not be underestimated, the more you pay attention to the market when it is not good. In the past year, the quality of home furnishing brands is still worrying, and some have caused heated discussions in the society. This has raised warnings for the home furnishing industry: to win the market, we must first do a good job!
At the beginning of the year, the floor of the Bell floor was overshadowed by the over-standard of formaldehyde. The faucet products of Jiumu and Lejia were exposed to excessive lead in the middle of the year, causing a lot of turmoil in the society. At the end of the year, Ou Rui, Dunlop and other domestic and foreign The big brands "the finale" appeared on the quality black list. What makes people embarrassed is that these big brands are either industry association presidents or centuries-old brands, and their products have a bit of a loss of confidence in the whole industry.
No matter big brands or small brands, the products have problems, and the exposures must be omissions in production and management. However, the problem is not afraid. I am afraid that I cannot face my shortcomings and cannot correct it in time. What brand companies can save their products? In fact, it is sincerity! Home furnishing companies obviously need to work hard.
Keyword 2 frequency switch shop
After the baptism of the market in 2012, the word "closed shop" appeared frequently this year. Adversity is like a life-and-death test for enterprises. Some companies that were not optimistic last year went to the store because of various loopholes.
In 2013, the first thing that fell down was the Oriental Home Building Materials Supermarket. Although it was decided to change the three presidents within a year, it still failed to stop the collapse of China’s largest chain of building materials supermarkets. Then, it advocated promoting and promoting domestic living room aesthetics. The decoration trend of the overall development of home culture was due to the failure of site selection, poor positioning, poor publicity, and the withdrawal of the history stage. It was announced that it would lead the home industry into the era of low profit and provide 70 years of after-sales protection services. The home of Xianghe, also due to the problem of business positioning, makes Haoyan a "legend".
The market environment is the best standard for detecting the strengths and weaknesses of a company. The market in 2013 tells us that no matter how good the initial publicity is, how deep the background is. If it is not grounded, it will not meet the appetite of consumers, and it will not get good results. It is sooner or later to close the store.
Keyword 3
Service is the foundation of enterprise development and the cornerstone of winning people's hearts. After the “winter†period of home in 2012, some home furnishing companies clearly realized the importance of upgrading services to the development of the company. As a result, some home stores began to “please†customers in 2013 and “hold†the hearts of consumers by expanding service quality.
On March 2, the family announced that they would extend the “three guarantees†service period in the national stores, and extend the three-pack period of furniture and building materials and home improvement services to three years. This move greatly exceeded the state’s mandatory regulations for the “three guaranteesâ€. Service requirements; Jimei Home, through the development of Huishang strategy, joined hands with the participating manufacturers to provide services to consumers, and even provide free talent for the resident brands to better serve consumers; Chengwai Chengjia Plaza was established The teaching institute regularly provides professional training for the resident brands and staff, and promotes the awareness of serving the consumers by transmitting positive energy to the filial piety family.
Whether the market is cold or not, the most intuitive barometer is the home store that brings together many brands. As the most famous stores in Beijing, it is able to actively upgrade the service to help manufacturers tide over the difficulties, reflecting the company's good responsibility, which also brings a new hope to the home furnishing industry in 2013.
Trend article
Keyword 1 grab high end
The high-end atmosphere is one of the most popular words mentioned this year. Some home furnishing companies realize that the home industry, which feels a bit "earth", should also change its mindset and become more sophisticated to adapt to new consumer groups. Who can have the strength to create high-end fields, who can win the market in the new stage.
With the improvement of people's living standards and the pursuit of quality of life, consumers also want to have more choices and better shopping experience. In the past year, some home stores have been tested in the high-end area and are very popular among consumers. Red Star Macalline innovatively created the first original home pavilion, allowing home designers to enter the store to open the studio to serve consumers; the home opened the top design center, transforming the store roof into a design talent center, creating A stylish and atmospheric design territory; Chengwai Cheng also announced that it will build 50,000 square meters of the largest international furniture museum in Beijing, and seize the high-end market with new services such as bilingual sales and VIP consultants.
High-end is not affordable for anyone because of the need for capital and market trust. But China's home furnishing industry must be high-end in the future, because this is the only way to connect with the world's home industry.
Keywords 2 Pan network
In the past year, e-commerce has made the home industry sad and happy. The good news is that this year's "Double 11" home brand online sales have passed the news; sadly, Tmall and other e-commerce platforms have shown signs of grabbing home store cakes. The “play†network of the home industry will be more exploratory and practical next year.
After experiencing this series of events, the home business realized that e-commerce has become an irreversible trend in the future, and the O2O model of home e-commerce is imperative. Next year, the home industry will take advantage of its offline experience and launch a new exploration of the O2O model. Enterprises such as Real Home and Red Star Macalline have established their own network platforms at the end of this year, taking a strategic step toward the home e-commerce road.
There is no doubt that e-commerce has become the mainstream channel for consumer shopping. In addition to the high-end atmosphere of the home shopping environment, consumers in the future will also feel the convenient and affordable O2O mode. The road to home e-commerce has just begun to go, and how to develop in the future requires enterprises to study more.
Keywords 3 play cross-border
In contrast, the home industry brand is not particularly large, want to be familiar with consumers, and strive to develop the brand is the key. However, the development of self-concern is too light, and the advantage of other industries to distribute the fascinating magnetic field is a road with great development potential. In 2013, home furnishing companies have begun to show their passion for brand promotion, and through the extension of olive branches to other industries, they have tried cross-border marketing to bring lessons to the home furnishing industry next year.
In 2013, there were many cross-literary arts in the home furnishing industry, and Yuanzhou Decoration invested in the new year's blockbuster "Getting Better and Better"; Dong Yi Risheng and Feng Xiaogang cooperated with "Private Customization"; and the cross-sports industry peak, not only with Network cooperation, and holding golf marketing, promote healthy and environmentally friendly brand concept; Hong Nai flooring has crossed the fashion industry, working with costume masters to design new products. The cross-border cooperation between the scenes allows home furnishing companies to show strong intentions to enhance the brand.
In the past, the home industry rarely touched the outside world, and later only relied on celebrity endorsements to achieve cross-border. This year, home furnishing companies have found a new brand magic weapon. We also look forward to the new year home furnishing companies can cooperate with more industries, and emerge more powerful brands.
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