In 2020, the whole assembly projects of head customization household enterprises have achieved some achievements, and they have begun to form differentiation, showing their respective genes.
(Image Source: Sina home, invasion and deletion)
sofia
the trend of later comers
sophia's attention to the whole outfit is not too late. When the custom home industry is crazy about the layout of the whole outfit, Sophia began to pay attention to it, but has not taken any substantive actions, the analysis and judgment should be that Sophia's senior management has not reached an agreement. Whether it is the European style home model or the integrated cloud model, it has always been quite tangled, so Sophia's integrated investment is rarely seen in the market.
However, this situation has changed since 2019. Sophia has quietly laid out in the field of assembly and has achieved certain results.
Sofia started the whole outfit late, and there was no large-scale publicity for the whole outfit model. From the outside world, Sophia adopted the European style of the whole outfit, and the progress of Sofia's whole outfit channel was not to be underestimated.
Before the National Day, we found that the momentum of Sofia's full-fitting work can be called "all arrows go together": in September, Sophia Group's channel cooperation recruitment association for home decoration and full-fitting called "full-fitting, and, held in many parts of the country: Guangzhou, Wuhan, Hangzhou, Kunming, Zunyi, Chengdu, Xi'an. At the end of September, it was held in four places almost at the same time, Kunming on September 28, Jinan, Zhengzhou and Guizhou on September 29.
At present, Sofia's cooperative decoration enterprises include Nanyang the peak decorative Co., Ltd., Taiyuan Yijia Yiyi Decoration Co., Ltd., Datong Xingyi Decoration Co., Ltd., Wulanchabu city Lanting decoration, Beijing Longfa decoration Luohe direct company, etc.
The mid-2020 report shows that the number of stores in Sofia's full-package channel has reached 300, and it strives to reach 500 by the end of the year. Judging from the figures in the report, it has directly pushed 334 European-style large homes in the same period.
By the end of September, the number of loading enterprises joining Sofia's home decoration and complete installation channels had reached 528, and the target of 500 complete installation stores estimated by the mid-202020's was completed ahead of schedule. This means that starting from September, Sofia may have surpassed the European style and jumped to the first place. According to the current speed, by the end of the year, Sofia may have exceeded 800 complete installation channels. According to the current data from various feedback, by the end of the year, the number of packaged channels in Sofia may open the distance from the second place, which is a new situation after the customization giant enters the whole channel.
Li Wei, a future home research expert, believes that if Sophia can maintain its strength in the package channel and overcome the conflict between the package channel and the traditional channel marketing and effectively implement it, the sales volume will be available in the future.
Shangpin Home collection complete cloud
depth adjustment
sort out the performance of the integrated cloud in Shangpin Home collection over the past three years:
in 2018, 849 self-operated assembly sites were delivered on Shangpin Home collection. HOMKOO has more than 1200 integrated cloud members, and its annual integrated business income is 0.194 billion yuan.
In 2019, 1693 households were delivered in Guangzhou, Foshan and Chengdu (Christmas bird). Christmas bird's self-operated package channel income (full caliber, including furniture matching) reached 0.275 billion yuan.
There are 2497 HOMKOO integrated cloud members, and HOMKOO integrated cloud channels have received about 0.346 billion yuan. Fiscal Year 2019 disclosed that the complete package income was 0.43 billion yuan.
In the first half of 2020, the number of Christmas birds in Guangzhou, Foshan and Chengdu was 817, and 476 were delivered. The revenue of the self-operated packaging channel of Christmas birds reached about 94 million yuan (of which Q2 reached about 68 million).
HOMKOO has a total of 3,000 integrated cloud members. In the first half of 2020, the channel revenue reached about 0.156 billion yuan (of which Q2 reached 0.119 billion yuan).
Shangpin Home collection in the whole performance structure, customized furniture and supporting products account for nearly 90% of the total revenue and 5.93 percent of the total revenue. Its revenue and profit are far lower than that of furniture industry and software industry.
In the first half of 2020, there were more than 3,000 members in the integrated cloud, with a revenue of 0.156 billion yuan. The average income of a single member or a single store was only 50000 yuan, while in the same period of 2019, this figure is 138600 yuan/home). It is not difficult to see that the stickiness between members and the platform is relatively poor, the re-purchase rate is low, and the return efficiency of a single store is low.
In addition, it is worth noting that in the first half of 2020, Shangpin Home Collection also set up a custom brand of Qiku MRKOQ specially designed for integrated cloud members. The integrated cloud supply chain system has listed 233 new products, to meet the diversified needs of the market.
In this regard, we can judge that, first, the delivery of the package project cannot be separated from the empowerment of the custom home category; Second, the package cloud launched a new custom home exclusive brand, obviously because traditional channels have customized wayes, shangpin Home collection channels of the two brands still constitute channel conflicts.
European style large home
rapid growth
since 2018, the European School officially launched the strategy of "whole-fitting Big Home". In recent years, its performance in the whole-fitting channel has been relatively bright.
It is reported that by the end of 2019, there were 275 distributors of European-style integrated large household, 288 integrated large household stores were opened, and the integrated large household business department achieved a total order receiving performance of nearly 0.7 billion yuan, it has effectively boosted the overall performance growth curve of the European group.
Judging from the performance of the semi-annual report in 2020, as of 2020H1, oupai has 293 full-sized home dealers and 334 full-sized home stores. In the first half of this year, the company continued to improve the competitiveness of packaged products, delivering cost-effective packaged channel products to the terminal. Under the background of the epidemic, the growth rate of orders received by packaged large households exceeded 70%, once again, it highlights the leading advantages of the industry.
Zhang Xiaofeng, deputy general manager of the whole home business department of oupai Home Group, talked about the broken wall of consumer circle and the consumption structure of "dumbbell M-type" when making a summary of the whole performance in the first half of 2020, in addition to grasping the air outlet of "complete installation" from the beginning, the European style large home is more stable in the mode of "complete installation and empowerment. The "Double Dragon plan" added on the basis of the 50+50 mechanism of the European-style tree root theory can unite the strength of the combination and form a benign rolling. And seek according to the situation, give wisdom and strength, with "big investment, strict investment, grasping activities, building stores quickly, building templates, staring at teams, combing processes, the top ten powerful tactics such as training and helping" escort ".
Zhang Xiaofeng said that European-style integrated home will use six major starting points, including "research and development of code-adding products, reshaping the way of obtaining customers in all directions, building private traffic and cargo links, and accelerating information construction, blow the LaCorne of the market's tough" Sprint charge.
Last words
listed companies of brand enterprises should attach importance to the reform of home improvement industry at the strategic level. However, in recent years, many brand enterprises have only regarded home improvement as a channel of supply chain products, and their attention has not been paid enough. The dramatic changes in its own home improvement channels have also dazzled many brand enterprises to wait and see.
Home improvement channels will occupy more than 50% of the market share in the retail share of customized home furnishing enterprises in the future, and this reform will affect the entire industrial form. It will have a huge impact on the original stores.
Customization enterprises and home improvement companies have natural integration needs, and the combination of each other can produce very powerful power. On the contrary, if customization enterprises only think about products and lack access, they cannot solve the delivery problem of consumers. Customized enterprises who seize the decoration company will seize the entrance. At the same time, if the decoration company has the power of products, the delivery ability and negotiation ability will be greatly enhanced, after all, home improvement companies do not have much profit in their services now and can make money by selling products.
The European style is relatively stable, the expansion is relatively fast, and the basic skills are solid. Sophia has the tendency of coming later, and the progress is rapid. Shangpin Home Collection, the whole cloud was the first to enter the whole package, although it has achieved certain achievements, but still in depth adjustment. At present, the outfit is more like a "siege". The players have been "crossing the river by feeling the stones" and the viewers have been "waiting anxiously at the door".
(Article Source: Sina home, invasion and deletion)
