The Ministry of Industry and Information Technology announced the operation of the furniture industry from January to June 2014. In the first half of the year, the main business income of China's furniture manufacturing industry was 328.21 billion yuan, up 12.9% year-on-year; the total profit was 17.63 billion yuan, up 17.3%; the total tax was 9.88 billion yuan. Increased by 15.0%. Although the data of all aspects of the industry has double-digit growth, it seems to be faster than the overall growth of the macro economy, but in fact many home furnishing companies face difficulties in growth, especially since the upstream real estate industry began to adjust to the beginning of this year. Let the home industry in the coming year face even greater challenges.
As long as you find the right model, you can reduce the impact of real estate regulation.
How does the home business transform? At the forum held by a home furnishing company earlier this month, Li Daokui, an economist at the School of Economics and Management of Tsinghua University, gave the home business a trick: the home business should adjust or even abandon the original business model, with young people. Re-start your business together. He believes that the transformation of the home industry must focus on new business ideas, new business models, including the Internet, including services, including personalized customization. In fact, many home furnishing companies have taken action, not only to learn from young people, but also to learn from other industries and seek a transformation model that suits them.
First, learn from the "big brother of real estate"
The home and real estate industries are closely connected, but from the perspective of the scale of the company, the real estate company is obviously the big brother, and some home furnishing companies also draw a lot of experience from the real estate "big brother". The new life from the Mercure Center has transformed the operating concept of more commercial real estate into stores, and has continuously introduced department stores, supermarkets, children's amusement parks, eating facilities, etc., making the proportion of various formats more reasonable. Even the size design of the home store is also accurate, the original 300 shops have been adjusted to 320-340, which is to design the shops with the most suitable size and rent for the visitors, so that the visitors can have more Profitability.
Introducing supermarkets, children's playgrounds, etc.
Home store becomes a comprehensive store
Also studying for real estate is the left and right family. It is officially opened in the 500,000 square meters eco-industrial park in Huizhou, Guangdong, and the Anhui Suzhou Industrial Park project has also been launched. Its chairman Huang Huakun introduced the opening or construction of various industrial parks. On the one hand, it is to realize the layout of the four production bases of Shenzhen Longgang, Huizhou Boluo, Anhui Suzhou, and Zhengzhou, Henan Province. On the other hand, it also gives enterprises a new growth point. Taking Huizhou Boluo's eco-industrial park as an example, integrating production, shopping, tourism and catering, it is actually the concept of industrial real estate + tourism real estate + commercial real estate, while industrial real estate and tourism real estate are all concerned by many real estate companies. New growth point.
Second, study the modern people's life mode
Li Daokui believes that if the home industry is to be transformed, the products must be upgraded with the upgrade of modern households. For example, the property prices are high, and most people’s living rooms are not large. The functions of the indoor spaces are blurred, and the functions of furniture are also Should be more functional to meet different needs.
In fact, some furniture that seems to be just a simple change or a superposition of functions can get good sales. Sophia Home has added a safe that can be hidden in the closet, as well as a new product with more powerful storage, which is to meet the storage needs of modern people. Some sofas in the left and right homes can be warm in winter and cool in summer, and some have massage functions. IKEA also has a lot of similar furniture, a table that can be spread across the entire bed, to meet the reading needs of the bedroom, breakfast in bed, or as a TV cabinet or computer desk.
Multi-functional furniture is becoming more and more popular
Third, the general awareness of service rise
In the view of Li Daokui, the successful transformation of home furnishing enterprises requires more integration with services. "Perhaps each of us can tell a similar story. When I buy furniture, I find it inappropriate to buy it at home. It may be inappropriate size, inappropriate color, or inappropriate style. A lot of examples lead to a big Heap contradictions. How to make the home business in the process of purchasing can let consumers experience the service, the service of the enterprise is not only the delivery installation, but to your home, design for you, listen to your needs, design with you, Then it is not appropriate to send it to you and install it. It can also help you to make certain modifications together. By increasing the proportion of services in this way, home enterprises can develop even more."
Some home furnishing companies have already tried this aspect. The person in charge of the cabinet said that the cabinet industry has launched the "three free" service, free maintenance, free design and free removal of old cabinets. Smy made a breakthrough on this basis. Sending a free kitchen door-to-door test to the consumer, “It’s not long before the ad is posted, the consumer will call us directly, let us take the cabinet off and install a new one.â€
Recently, the Valley Designers Alliance launched, and the Red Star Macalline formed a strategic partnership. The designer's home improvement designer can communicate freely with customers online, providing perfect and humanized space for different customer needs and budgets. Match and guide suggestions, and help customers buy value-for-money home products. This is also the traditional store's service experience; and the Redwood Month event, which is a partnership between the new life and the Yangcheng Evening News, is also providing consumers with more opportunities and services for learning from famous teachers.
Fourth, start a new business with young people
The entire home furnishing industry is responding to changes in society and consumers, and if it does not change, it will only face a narrower market. “I often talk to entrepreneurs. I said, if you started your business 20 years ago, we are almost the same age. If you think about it, if you started your business 20 years ago, it will definitely not work, so today You have to give up your past business model to a large extent and re-start your business." Li Daokui said.
In order to adapt to the consumption habits of young consumers, many companies have begun to test the e-commerce, the company's official website and the company's own online mall, the mall on the e-commerce platform can be organically combined, the sales volume has also been fully Improvement.
Some people think that dealers are the biggest obstacle to the realization of e-commerce in home furnishing enterprises, and this aspect has also been solved. Huang Huakun said that even if there are e-commerce, dealers are our important resources, and all the stores in the country can provide delivery and installation services. He stressed that e-commerce is not done by the factory itself, but with local distributors to share this cake together. “Consumers buy our products through e-commerce in Zhengzhou. The profit of this piece is still owned by Zhengzhou dealers. E-commerce can also provide dealers with technical services to open online stores and achieve common progress.â€
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