In the context of the "big home" era, the development of consumption and enterprises should be more through science and technology, thinking, concept innovation, to break through, the extension of the home living space, to meet the market's individualized, fashionable needs, integrate furniture and Service, truly become the overall service provider of the home.
The consumption concept of the Chinese home furnishing industry is undergoing revolutionary changes. Live from the initial satisfaction. By now enjoying life, people's demand for home has risen to a variety of levels, individuality, and the home industry has also evolved toward the direction of big homes and pan-homes, providing a full range of home consumption for the public. Program. In the process of building “big home†service, many companies pay more attention to the overall benefits, and evolved the industry's growing consensus on “cross-border, alliance, product chain extension†and “one-stop shopping, service†marketing concept.
At present, the fastest growing home furnishing industry is the home furnishing industry, and the strong growth momentum has almost overshadowed the original leader, the furniture industry. According to the statistics of authoritative institutions: 33 provincial capital cities nationwide. 393 prefecture-level cities, nearly 3,000 county-level cities, the annual consumption capacity of home accessories is as high as 2000-300 billion yuan, and its potential is unlimited. A small county with a population of 100,000, the annual consumption capacity of home accessories is not less than 10 million yuan. Undoubtedly, although the home decoration industry started late in China, it has become a sunrise industry in the home furnishing industry. It has the following reasons: First, the concept of “light decoration, heavy decoration†is prevalent, “decorative†The increase in investment; the second is fashion, quality, personality, and more and more become an indispensable main theme in personal home life.
The competition of the future enterprise is not a competition between one enterprise and another enterprise, but an ecological circle and another ecological circle, as well as the competition of the main ecological chain. The development of consumption and the progress of enterprises as the main veins promote the development and evolution of the home ecological chain. The development of furniture enterprises and home decoration enterprises and the development of consumption depend on each other. The mutual promotion and restriction between consumption and enterprises determine the home ecology. The entire appearance of the circle and the development trend. For example, Cobo Boloni has a successful experience in integrating the home industry chain. In Beijing, he launched the Bologna Home Experience Center with the core meaning of “Let's experience minimally, looking for a favorite lifestyleâ€, the world's first lifestyle experience. With the unique pattern of design and decoration to drive the building materials, furniture, and later accessories, it has achieved great success.
In general, to give end consumers a good product, good style, quality, value and the trend to support these traits, there is service. The result is a total solution: the overall design of the category - the purchase of a logistics. In the context of the "big home" era, the development of consumption and enterprises should go beyond the extension of the home living space through technology, thinking and concept innovation. To meet the market's personalized and fashionable needs, integrate home furnishings and services, and truly become the overall service provider of the home.
Industry perspective:
Huang Jianmin, Secretary General of the Fujian Chamber of Commerce for Import and Export of Light Industrial Products and Crafts:
If the home decoration industry wants to enter the market safely, quickly and at low cost, it needs to utilize the resources of related industries, and product operators, Liangdao operators, including the furniture industry and the soft decoration design industry, to establish a wide-scale industrial alliance in the field of large homes. Achieve strong alliances and complementary advantages. Focusing on the furniture, soft-packing and design industries, we will help them find high-quality and low-cost products, and at the same time, rely on their channels, marketing platforms and product integration capabilities to achieve a win-win situation.
Fang Wen, Marketing Director of Van Nistel Classical Home Co., Ltd.:
Nowadays, European and American countries have already achieved one-to-one home accessories and furniture. What do you mean? Like the soft clothes and furniture in Europe and the United States, if I buy a house or a villa as a consumer, I have to carry out renovations. Its furniture and home accessories are one to one. It is possible to buy 10,000 dollars of furniture, and there are 10,000 dollars of jewelry. It covers a lot of categories, such as floral, small furnishings, etc. are all in the home decoration industry. In recent years, China has also praised a saying called “re-decoration, light decorationâ€. In fact, the decoration is very good for the whole space in the later stage, so many high-end clubs, luxury villas, etc. are now in soft clothing. In fact, the development has been very rapid.
Wang Peng, Brand Planning Director of Qingdao Liangmu Furniture:
At present, the integration of furniture enterprises and home decoration enterprises is still in the exhibitions and exhibition halls, and it has not come to people's daily life. In other words, the jewelry is the foil of the furniture, the jewelry is produced to highlight the home, in fact, I think that the jewelry is not It should only serve the exhibition and exhibition halls, and should go down to the altar to people's lives. For example, there is a jade pen holder on the desk. This pen holder is perfectly matched with this desk. So why are there no customers to buy this pen holder? There may be many The reason, we are not selling pens for selling furniture, this pen holder is to highlight the desk, it is a plastic imitation jade, etc.; this is also a big phenomenon of the moment; this jewelry looks good, but not practical. In the future, the perfect integration of furniture and furniture will become another value-added business of furniture stores, and people's quality of life will be higher and higher.
Li Si, Director of Accessories, Jiexin Decoration Design Engineering Co., Ltd.:
How to find a buyer? Jewelry companies are suitable to cooperate with related industries such as furniture industry and clothing industry, because this is a requirement for quantity. In-depth cooperation is a better model, we can find a suitable furniture company through the market analysis of the furniture industry association.
Liu Chunhua, Director of Long-term Furniture Brand Planning:
At present, it seems that home furnishing enterprises are more likely to take the B2B channel and cooperate with furniture companies. Facing the consumer should be the development direction of the home decoration enterprise, or the living "there is a specialization in the industry." Do your own thing, not blindly cross-industry, even if it is a sub-sector under the big category. It is easy to grow together. difficult.
Wan Zhuobei, the mayor of Houjie Town, Dongguan:
Home represents the lifestyle of modern people, and different eras have different ways of life. In front of the mouth, the consumer behavior of the market shows that home is a reflection of enjoying life. Home products are increasingly rich, design concepts are diversified, home and accessories should be integrated, try to explore and cooperate in many aspects.
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