Seeing that by the end of the year, Tongge would like to say bluntly that the home furnishing companies have had a really good year in 2018.
The dealers' operating performance declined, the market occupancy rate and rent level declined, and it was more difficult to acquire customers. Among them, there are reasons for the real estate downturn, and it is also related to the homogenization of the service mode of the building materials and decoration industry and the lack of innovation.
Recently, the hot-spot discussion of home furnishing industry " Tuber Rabbit is stranded ", many industry experts believe that "Internet home improvement does not solve the fundamental pain point of home improvement." Understand, I also roughly took a look at the Internet home decoration big coffee in 2018:
On March 15th, Hubei Apple Decoration could not be started in time according to the contract. Subsequently, the stores in more than a dozen cities across the country "people went to the floor", which also affected many brands such as the Apple-related mud commune.
On May 8th, Chongqing media broke out that Chongqing Aishang was the decoration company "people go empty", hundreds of owners were injured and there was no way to complain.
In May, the No. 1 home network was suddenly closed for less than a year after being rated as the "Most Investment Value Award". The offline stores in multiple locations are suspected of running away, and the amount of arrears of goods and construction funds may reach tens of millions of yuan.
"I love my home network", a leading Internet home improvement company, fell into a national rights protection wave in 2018. The gate of its Shanghai headquarters has now been sealed and many branches have been closed.
On November 26, Youjuke, a leading Internet decoration platform in Shanghai, officially entered the dissolution and liquidation procedures.
In the eyes of industry insiders, 2018 is the first deep shuffle year after the brutal growth of the Internet home improvement industry. As many as 113 well-known chain home improvement companies have collapsed in the past three years, more than half of them have Internet home improvement genes.
However, 2018 is also a year of frequent online and offline actions in the home circle and cross-border self-help, just to list:
On February 11, Alibaba and a number of institutions strategically invested 13 billion yuan in the actual home, of which Alibaba invested 5.453 billion yuan and held 15% of the actual home.
In early May, the "Yanxuan Home Experience Zone", which was jointly operated by Orange Family and Netease Yanxuan, was launched in Ningbo. At the same time, a joint soft package product package was launched to test the new format of home furnishing;
On June 16, Jingdong and Qumei created the Jingdong Qumei-Fashion Life Experience Museum in Beijing. On September 27, the two created Living Mall, the home of Qumei Jingdong. The two achieve mutually beneficial cooperation while optimizing consumers' online and offline integrated purchasing experience.
At the end of November, Love Space and Xiaomi loT launched an in-depth cooperation. Xiaomi and IKEA reached a global strategic cooperation, all IKEA smart lighting products will be connected to Xiaomi's IoT platform.
Many smart single products ushered in the terminal explosion in 2018. JD.com, Tmall and Xiaomi successively launched new smart products. In addition to smart speakers, sales of smart single products such as doors and windows, cameras, sweeping robots, gateways, light bulbs and door locks have also increased significantly.
In the field of home consumption, in order to accelerate the transformation of IKEA furniture, in the next 2 years, it was decided to abolish 7,500 positions (accounting for 5% of IKEA employees), including 160 positions in China, in order to develop in the fields of e-commerce, logistics and distribution and downtown business models. .
Let go of sorrow and joy, embrace the future, we still have to move forward, colleagues are still working hard. Looking at what's new in the home for the past week, we might be more inspired.
1. IKEA pop-up store opened in Hangzhou Longhu Binjiang Tianjie
Hangzhou Longhu Binjiang Tianjie recently opened a pop-up store that lasted until the end of January 2019. It displays more than 600 carefully selected brand products.
In this IKEA pop-up store, the overall theme is "quality living green home", which displays three scenes of living room, bedroom and kitchen dining room.
Through the on-site display of furniture materials and design concepts, it uncovers the green possibilities of design and industrialization, subverts people's traditional habits of life, and provides creative inspiration for the public to a sustainable home life.
IKEA has accelerated the implementation of its multi-channel retail strategy. For example, recently, offline in November, the Beijing Wukesong “order center†was designated as the “experience centerâ€, and two urban 100-yuan stores were opened in Taiwan in December. How to reach consumers in more channels, closer locations, and in a more efficient way is clearly the focus of IKEA's recent thinking.
(Source: Interface News, Lian Shang Net)
2. Suning Tesco signs strategic cooperation with Northwest District
On the afternoon of December 21st, Suning Tesco signed a strategic cooperation agreement with Juran Home Northwest District. Wang Jun, general manager of Suning Tesco's Xi'an Regional Management Center and Xie Tao, vice president of Juran Home Group and Northwest District President attended and successfully signed the contract. Both parties expressed that in the future, they will strive to build a model of cooperation in the pan-home and home appliance industry, and promote the optimization and upgrading of the industrial structure of the home and home appliance industry. In the future, Suning.com and Actual Home will conduct comprehensive and in-depth cooperation in the areas of Northwestern regional cooperative store opening, use of big data tools, member data sharing, marketing promotion, back-end resource sharing, and collaborative development, to jointly create a One new business format.
(Source: Yiou Net)
3. Netease strictly selects and opens its first offline store to make the home experience intelligent
Netease Yanxuan has always focused on scenario-based marketing, from launching Yanxuan hotels with Atour, launching offline experience halls with Orange House, doing "Obsessive-compulsive Disorder Shop" at CapitaMall, creating "Yanxuan HOME" with Vanke, and cooperating with Pizza Hut "Black Shop" ...
On December 18th, NetEase Yanxuan finally opened its first physical store in Hangzhou, with full online and offline interoperability. Users can enjoy online and offline zero price difference, offline shopping and online after-sales experience.
The 300-square-meter store displays more than 1,000 kinds of products. Netease has made a variety of explosive products. It has also dedicated half of the space to create an experience area mainly based on products such as beds and sofas. The shelves are somewhat compact.
On the first day of its opening, Netease Yanxuan had a large number of users who came to "punch". Yanxuan did not publish data such as specific customer traffic and sales on the first day, but said that more than 90% of consumers who come to Jiebai Shopping Plaza go to the store to select, and some products have emptied their inventory within half a day.
What will be brought to the new retail of home furnishing such as the strict selection of "Chinese online version of MUJI", and lifestyle e-commerce brands such as Xiaomi Youpin, Taobao Xinxuan, Beijing and Tokyo, and Suning Jiwu? In the mist, we will wait and see.
(Yiou.com, Technology Horizon)
4. Shangpin Home Furnishing and TATA Wooden Door reached strategic cooperation
On December 22, Shangpin Home Furnishing and TATA Wooden Door signed a strategic cooperation agreement in Beijing, with the theme of "Opening a New World". Based on the "one-stop service" concept, both parties will further deepen cooperation in products and channels, and work together for consumers Provide a total home solution to create a more extreme home experience.
In the future, the stores of Shangpinzhai will have a TATA wooden door area, where users can customize TATA products in Shangpinzhai; the home designers of Shangpinzhai can measure the size of the door, which can complete the size of the furniture and wooden doors at one time, saving It ’s time for the customer; the space design drawing designed by the designer will also show the effect of the wooden door, so that the customer can see the matching effect of the furniture and the wooden door at a glance, and what you see is what you get.
"Focus on the main business", return to the best part, and create the most value.
(Source: Brand)
5. MUJI opened another "World Flagship Store" in China
With Chengdu and Shanghai "World Flagship Stores", what are the new tricks for MUJI's new "World Flagship Store" located at the Oriental Flair Shopping Mall in Xinjiekou, Nanjing?
This two-storey store with an area of ​​3256 square meters continues the decoration styles of the Chengdu and Shanghai stores as a whole. The minimalist industrial style decoration uses metal and wood as the main materials, but the brick and beam columns of the ancient capital Nanjing can also be seen everywhere. .
Café & Meal MUJI on the second floor, added Nanjing specialty corn juice lion head, Nanjing vegetarian assorted, sweet-scented osmanthus sweet potato seedlings and aging porridge.
(Source: Interface News)
6. Fauvist launched its new concept brand TBH
Artistic life brand Fauvism launched its new concept home brand TBH. TBH comes from The Beast Home Fauvism, trying to create everyday but unusual household items with young candidness and thinking, to achieve affordable modern life.
Different from the exquisite beauty of the Fauvist flower shop, and also the fashionable and extravagant of the Beast Home home store, the new concept brand TBH launched by the Fauvist is an anti-standard home brand positioned in the younger group.
Among the first two stores to be opened, the Shanghai store is located in the Jingan Kerry Center where the Fauvist Flower Shop and LITTLE B are based. The Suzhou store is located in the center of the local popular shopping mall Suzhou.
(Source: Pacific Home)
In the coming 2019, how will the pan-home furnishing industry develop, and what can happen to our ordinary consumers' home consumption and lifestyle? I understand that a few days ago, an industry leader said that probably one-third of China's installation companies will die this year, and the industry will reshuffle:
The first time of death is January and February 2019, because the annual pass has to pay all kinds of money, this pass can not pass.
The second wave of deaths was in July and August, and the peak season in March and April lasted for a few months. In the low season of summer, it really can't last any longer.
The third wave of death time was concentrated in November and December. The industry no longer has gold, silver and silver, and it collapsed in the heart. It died in the winter of 2019.
This kind of pessimistic prediction, just look at it with a smile, the taste, the people in the circle should feel deeper. No matter how cruel the environment is, the home industry's original intention to return to " good products and good services " cannot be changed. The market will always be eliminated by those who are under the banner of the Internet but stick to old thinking and play rogues to users.
After several waves of waves, the home furnishing industry can come out of impetuousness, bid farewell to the abnormal flow chase, and bid farewell to the development model of capital as the ultimate goal. I sincerely hope that in 2019, everyone who cares about home or is in the home circle can feel more "livable" warmth.
Understand, I wish you all happiness!
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