Next, following the key words of 20 18 home furnishing industry and the development track of furniture industry, this paper summarizes the development of furniture industry and brings some thoughts.
1, Keywords: packaging marketing
Recently, Shangpin delivered 20 18 brand-new whole house customized package "Zhixiang Package 5 18". Wei Yi also launched the "First Package 6 5 18 Package", announcing its formal participation in the "Package War" in the customization industry. Point to Oujia 19800 package.
On March 6th, Sophia followed up the counter package of 799 yuan and launched the best package of11.11every day, and Haohu didn't want to show weakness. The broadcast of 3 15 of 16800 followed the special package strategy. Within a week, several major brand packages were marketed, and the angle was already good. The smog in the market is already there, which is very important for me. It's already noisy
2, Keywords: complete
Last year, Fancy Wave began to scan the home improvement industry. Almost all home improvement companies have their own packaged products, which have truly created an upgraded version of home improvement with perfect decoration, the all-inclusive decoration circle at the peak of the industry, the World Home Improvement Conference, and the natural decoration of 68,000 yuan hardcover package ... These independent packages have evolved from last year to this year, with integrated products such as design, hardware packaging, software packaging and after-sales service. Consumers entering home improvement companies can basically meet the desire of one-stop shopping.
3, Keywords: big home strategy
Sophia has implemented the strategy of "big family", and Europe has started the whole house customization package. Shangpin delivery continues to make efforts in the field of whole house customization, and companies are also accelerating the expansion of channels.
According to the financial report, Sophia's "Big Home" strategy, with customized furniture as the core, has launched new services such as cabinets and wooden doors. At the same time, the company also introduced a variety of high-end products such as coated wood, with comprehensive coverage of styles and prices.
Oupai home has cabinets, wardrobes, wooden doors, bathroom, electric kitchen, wall hanging and other products, covering many fields. Whole House Customization It is reported that the company's cabinet market share ranks first in the country, and 0x50e38 launched a whole house customized package to promote consumers' one-stop shopping. However, Oupai has established cooperation with real estate giants such as B-end enterprises Poly and Country Garden, and has fine decoration business. At this stage, cabinets and wardrobes are mainly provided, and categories such as bathroom and wooden doors will be added.
After the products were delivered to the market, relying on the advantages of the capital market, we continued to make efforts in the field of whole house customization, and launched a series of package products of "first choice for home delivery" and "Italian peacekeeping selection" in customer restaurants, with a substantial increase in revenue.
Fourth, Keywords: listing boom
Only in 20 17 years, six customized companies went public. In 3 months, Shangpin Home, Piano and Oupai Home were listed. In five months, the golden cabinet landed on the stock exchange. Six months later, my music house rang the doorbell, followed by Zhibang kitchen cabinet. Industry experts pointed out that financial support for listed companies is conducive to scale expansion, brand influence and enterprise competitiveness.
In addition to some customized companies listed last year, customized companies listed for the first time, such as Sophia and Hollywood Visitors, are relatively more advanced in development, and Fixed Record, CaNoa and SNIMAY are all ready to go public.
5. Keywords: O2O online and offline
In the Internet era, online shopping is the consumption habit of most consumers, and online channels have become a perfect complement to offline marketing.
At present, well-known brands in the custom-made home furnishing industry have launched comprehensive online stores, such as goods delivery, Sophia wardrobe, EU custom delivery, Hollywood closed, and Yum! My music, Margaret wardrobe, Italian peacekeeping customization, Schneiman wardrobe, Wrigley wardrobe, etc. All major enterprises attach great importance to it.
The data shows that the penetration rate of high-end home Internet is only 2%. The reason is that home consumption is high and low frequency, and consumers can experience it again. These are problems that traditional e-commerce cannot solve. Let the combination of online and offline have a better advantage.
6. Keywords: design
Home design demand is not a slogan. With the upgrading of consumer demand, the design level and service process of traditional home improvement companies have been difficult to meet consumer demand. Consumer market demand has also promoted the transformation of the industry itself-value design, value designer value. In the second half of this year, the actions of several circulation giants revealed such a signal: emphasizing design is not empty talk, and enterprises have begun to act silently.
7, Keywords: custom home
Recently, "customized home" is the right star of the home industry. In the first half of this year alone, six customized home furnishing companies successfully landed in the A-share market. Capital favors them, their share price rises sharply, and the market value of enterprises also increases.
At the same time, other furniture, ceramic tiles, bathroom and home improvement companies have crossed the border and entered the field of customization. Gu Home, Royal Furniture, Quanyou Home, Apple, Shuanghu, Coconut Water King, Rabbit, Tiankeer and other companies have all introduced whole house customization. The essence of customized home is to meet the needs of individual consumers, and its prosperity will push home furnishing enterprises from the past production direction to consumer-oriented.
8. Keywords: exhibition
The first Beijing International Home Furnishing Exhibition and China Life Exhibition supported the home furnishing industry's self-presentation and targeted investment promotion, met the concentrated demands of home furnishing consumers for "rewarding and purchasing", and incited the cooperation intentions of children, old-age care, intelligence and other industries. In the industry, this exhibition subverts the status quo of "no exhibition in Beijing", giving tens of thousands of home workers a new ownership, and also bringing global design brands, original masters and top coffee masters to the exhibition, bringing many benefits to Beijing home design enthusiasts. It is worth looking forward to. This exhibition has become a "brand event" in the industry. In the coming year, it will attract a large number of home furnishing forces to gather in Beijing, which will have a far-reaching impact on the current home furnishing industry pattern.
For the home furnishing industry, it can be described as a storm, whether it is home furnishing industry exhibitions, "internet plus" or national standards, and so on. It is undoubtedly a certain instruction for the development of the home furnishing industry in the second half of the year. 20 18. In this unpredictable household industry, enterprises must seize the opportunity?