KUKa the whole house customization broke out, aiming at 1,000 stores!
Recently, at the 2021 distributor conference in KUKa, Gu customized the "thousand stores plan", that is, it plans to break through 1,000 whole-house customized stores in 2022, and the store expansion will accelerate. The customization of Gu's whole house, which has been hidden for nearly five years, is appearing in a dark horse.
(Image Source: furniture mainstream-public number, invasion and deletion)
(Image Source: furniture mainstream-public number, invasion and deletion)
Since the layout of Gu Jia customization in KUKa, it has maintained a rapid growth every year, but it has always been very low-key. In KUKa 2020, the income of customized household was 0.456 billion yuan. What is worth noting is that the recent actions of Gu Jia customization are showing that the key for finished home furnishing enterprises to do whole-house customization lies in grasping the core advantages and integrating customized software into the general trend!
Brand new image
Help consumers achieve "desired life"
On July 13, the KUKa brand renewal conference opened in Hangzhou. At the meeting, KUKa released a new series of Huishang products, which opened a new chapter to help consumers realize the "desired life" with a stronger product matrix.
First, on the brand symbol, KUKA extracted the right half of K from KUKA's logo and turned it into a Red Arrow as the Super symbol of the brand, convey a sense of faith in life. At the same time, KUKa also flexibly deducts Super symbols, which improves and enlarges the advantages of brand rejuvenation and high fashion.
(Image Source: furniture mainstream-public number, invasion and deletion)
In terms of brand positioning, KUKa has also begun to upgrade from "traditional home emotion" to "modern home concept", which meets the new needs of modern people for home space by practicing the whole scene home lifestyle.
In terms of product layout, KUKa expanded the original software category and plus-sized developed products. Now, it has formed a powerful matrix that integrates all-scene home products, which can meet users' needs in one stop, this is also the fundamental reason why KUKa put forward the slogan "yearning for living in the family.
(Image Source: furniture mainstream-public number, invasion and deletion)
At this brand renewal conference, the newly upgraded Huishang series 3.0 on KUKa also appeared heavily. The appearance is simple and elegant. It adopts newly upgraded technology fabrics, and the design is more in line with the concepts of ergonomics and modern aesthetics; mattress products are also equipped with "816 deep sleep system" to easily enable a comfortable deep sleep experience.
Standing at the front line of consumer psychological insight, it has become a common practice to launch the "Gu Jia index" on the national Gu Jia Day every year. In this activity, KUKa also combined TikTok Ping **with the release of Gu Jia index pilot film. According to the data of the TikTok platform, up to now,# There are 100 open methods of# The Family# The number of topic plays exceeds 1.05 billion,# the space they yearn for# The number of topic plays 0.27 billion.
Liu Hong, vice president of KUKa, said that "the life he yearns for" implies a person's good expectation for the future to some extent, focusing on "the life he yearns for in his family", the slogan, the KUKa after renewal is intended to enlighten and realize the desired lifestyle for more Chinese families. KUKa also have the ability and strength to fulfill this promise.
Gu Jia whole house customization
Key factors of thick accumulation and thin development
As a software furniture giant, how can Gu Jia successfully open up his own new game of whole house customization? The following reasons are worth discussing:
Revere the industry and build solid underlying capabilities
Customized furniture has the basic attribute of "slow first and fast later". The construction of production line, the establishment of information system and the perfection of delivery system are of vital importance. After entering the field of customization, many brands tend to ignore objective laws, marketing work is the first, products and systems are the back; Investment promotion work is the first, but the construction of informatization is neglected.
(Image Source: furniture mainstream-public number, invasion and deletion)
When KUKa entered the whole house customization, it was not eager to expand, but rooted in the underlying capacity building. Up to now, Gu's whole house customization has completed the scientific construction of the product system, and the IT system has also been perfected in place. The terminal store format has been upgraded from version 1.0 to version 6.0, almost every half a year. In terms of production capacity, the company has invested 1 billion yuan to carry out the layout of Hangzhou base for the whole house customization. It is reported that it has completed the production capacity construction of 2.5 billion/year, which can fully support the rapid development of the company's subsequent customization. It can be seen that it took 5 years to incubate and cultivate KUKa, which "grew" the "fast ability" of customized furniture ".
Be patient enough with strategic categories
The success of the strategy depends largely on the ability to persist. After most finished furniture enterprises get involved in customization, they will hope to see the effect and even make profits immediately. For KUKa, whole-house customization is not just as simple as business increment. It is defined as a "strategic Category", so it focuses on the long term at the beginning, rather than the current. KUKa is going to fight, which is a persistent battle for customization of the whole house.
"Start Another stove", believe in professional power
One of the key reasons for the unsuccessful transformation and customization of most finished enterprises is that they hope to use the same team to make completely different things in the original system. In fact, the transformation of thinking is the most critical and difficult, and professional teams must be used to customize furniture.
(Image Source: furniture mainstream-public number, invasion and deletion)
At the beginning of the customization of Gu Jia's whole house, the importance of professional talents was clarified from the beginning, and a group of professional players who customized furniture were gathered for this purpose, covering the development of products, scientific construction of production lines, the construction of informatization and so on have made it less detours.
Differentiated positioning and core city strategy
As early as 2016, the company took the lead in launching the differentiation strategy of "aldehyde-free addition" in the first year of Gu's whole house customization. Today, the whole house customization of Gu's family gives you a clearer positioning, that is, "the whole house customization that is more suitable for pregnant and baby families", focusing on the whole house customization of healthy and environment-friendly. More importantly, compared with the package products launched by the whole house customization, such as oupai, Gu's whole house customization has fully utilized its core advantages in the soft furniture section, let more abundant soft furniture choices become a key link in the whole house's customized consumption decision.
(Image Source: furniture mainstream-public number, invasion and deletion)
KUKa the customized layout in the whole house is of great significance. The core of finished furniture, especially soft furniture, is the "slow ability" that needs time accumulation-the accumulation of design thinking, production and manufacturing, technological experience, understanding of lifestyle, etc. For KUKa, on the basis of the "slow ability" of finished furniture, the "fast ability" of customized furniture is "grown" internally, and with the help of the integration ability of customized software, gradually moving towards integrated home service operators.
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(Image Source: furniture mainstream-public number, invasion and deletion)
(Image Source: furniture mainstream-public number, invasion and deletion)
(Article Source: furniture mainstream-public number, invasion and deletion)
