According to observation, after single product blasting and product series confrontation, when finished furniture enterprises were looking for new growth points, the main force generally took a fancy to the whole house with bags and bags.
Grasp the trend on one hand and hit the hot sale; On the other hand, focus on the overall design and provide the whole house with complete furniture. Some of the finished products enterprises have started the exploration of the integration of "finished product customization" and "finished product customization soft outfit.
(Image Source: creative, invasion and deletion)
judging from the situation since 2020, on the track where the whole house is fully equipped and bags are carried in, many finished furniture enterprises are still working hard to run forward, for example, to enhance the competitiveness of the whole house customization; launch whole-house products; Properly transform some terminals to appear in the form of whole-house space scenes.
According to the research of Big materials, taking the whole house design as the entrance, the finished furniture as the core, and integrating the customized soft-fitting, the whole house matching scheme of bag-carrying type is formed, which is rising to another main battlefield of finished furniture.
On September 1st, the launch ceremony of the intelligent manufacturing base customized by skexin was held. It is said that it cost tens of millions to expand production capacity. It can be seen that skexin's efforts in the direction of whole house customization.
This is actually a company mainly engaged in fabric sofa. It has been working for about 20 years and gradually expanded its category. At present, it has been involved in living room, bedroom, dining room and other supporting facilities. Its products include tea table, TV cabinet, dining tables, chairs, cabinets, solid wood bed, fabric beds, leather bed, mattresses, bedside tables, etc., actually squeezed into the track of the whole house.
Also in September, the Apple of the palm held a Good Life conference in Chengdu. Information was revealed at the meeting that the home bag project, whole house design, marketing management and retail operation sectors are all undergoing changes and upgrades, and accelerating the building of a benchmark market for carrying bags nationwide.
Starting from the young lifestyle and taking life design as the guide, around the "whole design · bag check-in", The Palm Pearl released 12 Style model rooms, covering light luxury, new Chinese style, Northern Europe, modern simplicity, etc.; Launch youth zone, sleep zone, two living rooms zone, etc.; Constantly upgrade the whole strategy.
According to Damao's research, the strategic transformation of "whole design · bag check-in" took place in 2019, and the Palm Pearl launched the corresponding marketing system, Brand Content system, product development system, etc, establish a standard for the transformation of bags in terminal retail stores.
In fusonmei, The Pearl of the Palm opened a bag check-in Hall. The store was bigger, there were more scenes, and there were more styles in the model room. The things that could be bought increased.
Later, it landed a 3,000-square-meter customized super-large independent store with 12 model rooms on display, creating "whole design-bag check-in" according to different user ages, different family members and different lifestyle choices ".
At the Shanghai family Expo in September, the e-family in northern Europe exhibited a full series of new products "Jane she Oriental-tan", showing the new Chinese style of ink and wash Zen.
This company is mainly engaged in new Chinese products, which have been in line with the wooden works of the whole house. Tables and chairs and cabinets are presented in the overall style and can be purchased in one stop.
According to public information, as of August 202020, the e-family in northern Europe has 260 Direct stores and 1200 franchise stores nationwide, and its strength is very strong.
Big material research has noticed that the Prince's home is also pushing for "whole house customization · bag check-in", taking design as the driving force, coordinate the services of "customized furniture-finished furniture-soft decoration of the whole House-basic decoration-strict selection of main materials-quality electrical appliances" in six aspects, and build the business model of "1 6s" one-stop bag check-in.
Design, of course, use design software to achieve the effect diagram. After the customer is satisfied, arrange production delivery. The finished product family has on-site, customization can also be done, and its own soft-fitting brand matching, with the goal of ensuring that the design scheme satisfactory to customers can be realized.
One of the details is that in the early stage of the whole house design, TAIZI HOMEY, the own soft-fitting brand of Prince furniture, will intervene, connect with finished furniture and customized furniture, unify the style, and combine bedding, curtains, lamps, painting, carpet and decoration are combined into different scenes.
Even in the field of mahogany furniture, the whole house is regarded as a major direction.
At the 46th Shanghai family Expo, Zhuo muwang made a new banner of delicacy, showing two series of finished furniture, "drunk China" and "Yue China.
The "Drunk China" series has six themes: Eastern, leisure, wind, Yuya, pinsong, and lantern, of which the lantern series has more than 20 products. The "Yue China" series is presented with the product positioning of "half Collection, Half Life", facing customers over 30 years old.
In terms of overall space creation, zhuomuwang has changed from mahogany large home to Chinese large home, and then to Chinese exquisite large home, driven by design, providing space design, log Assembly, one-stop services such as mahogany furniture and soft decoration accessories, focusing on villas, mansions, quadrangles, real-life model rooms, etc.
So, how wide is the whole house track, can finished furniture enterprises run through? According to the research of Dazhu, taking this road is expected to solve several problems and have several abilities:
first, it can meet the aesthetic needs of mainstream buyers or target customer groups to a large extent. The N packages matched form N spatial effects. Only when a large number of buyers like it can they sell it.
Only by being able to sell, win market recognition and continuously generate cash flow can we support better delivery and go further.
After all, a whole set of solutions involves multiple products. If you want each product to impress customers, the possibility is relatively small. However, hot items can be used to drive the sales of the solution. Or find ways to make the overall solution attractive enough to attract buyers.
The second is to solve the matching between the buyer's personalized needs and the complete set of solutions for the whole house, so that the personality and hobbies can also be satisfied; Or in terms of product matching and whole house design, it is also possible to quickly provide corresponding solutions according to customers' individual needs.
This test the terminal design and demand communication, back-end product development, and final delivery capability.
Third, the sales channels and terminals should be adjusted, and the single product display is not enough. It is necessary to increase the scene display to meet the model rooms of mainstream customers and major apartment types, which should be enough.
Moreover, the terminal sales staff only have the ability to sell single items, which may not be enough. The whole house design and shopping guide will become a new Trump card.
Moreover, it is very critical to take out the bag of the hardcover room. It is easier to highlight the charm of the whole house in cooperation with the whole assembly company and other home building materials categories and household appliances categories.
Fourth, pay attention to controlling the boundaries of the whole house and do what you can do. To what extent can your supply chain achieve? Can we integrate some third-party brands? No matter how you do it, you must consider the quality of the delivery. Don't drive the ducks on the shelves.
(Article Source: Big material research, invasion and deletion)
