“Large home” and “pan-home” are the inevitable trend of the future home industry

With the continuous development of the home furnishing industry and the various potential rules of the entire home building materials market, the existing home marketing model has begun to lag behind the market. So in the future, how should the home building materials industry seek a new development path? Where will the home building materials market go?

In the Chinese home furnishing industry, brand alliances of the same category are rare, and even examples of mergers and acquisitions are few. However, this has spawned an alliance of Chinese and foreign brands of the same category, and it has become increasingly fierce. China is currently one of the largest and most promising consumer markets in the world. Foreign brands entering the Chinese market have to go through a long process of adapting to the soil and water, but the fleeting business opportunities can not allow you to even slow down. Domestic brands of the same category, or similar sub-categories, when they have a certain reputation and a mature network foundation, foreign brands share the same channel with the alliance, which is a "good trick" with half the effort.

Jiajiao Village, a large family of home furnishing manufacturers, channel shopping malls and soft-packing designers, has directly registered and established more than 6 government key cultural enterprises and large-scale home furnishing manufacturers, aiming to build the first terminal chain in China's home furnishing industry. Operating the brand and the overall home life experience museum!

The cooperation between the iconic laminate flooring and the Anderson parquet is a typical example. The icon introduces Anderson's parquet into China and packs it to sell its reinforced panels. That is, the icon uses the Anderson brand to make up the product structure of the parquet, and it is not a simple overlap. Yi Chengbin, general manager of Guangyi Floor, believes that this is a so-called strong cooperation between different enterprises and enterprises, and it is a very good cooperation model for adapting to the development of large homes. Because the passage does not need to be rebuilt, the product has a dedicated team to research and develop, which can smoothly compensate for the market share.

The strong alliance between enterprises and enterprises, in addition to the purpose of sharing the same channel, the cooperation between different types of enterprises to form a bundled sales, thus achieving a win-win situation. The Champion League, as the first and most influential marketing alliance in the home industry after the financial crisis, once became the standard for major home furnishing companies. Wei Xiaohui, general manager of Midea's central air-conditioning marketing, believes that "the pan-home concept is becoming the mainstream of consumption. Consumers prefer one-stop shopping. The six brands can share customer resources and provide consumers with more perfect products and services.

It can be seen that with the development of the home furnishing industry, the form of alliance has also undergone new changes, splitting into new content and new forms that adapt to the home market. Today, when alliance cooperation has sprung up, "big home is an inevitable trend. As a kind of practice, the alliance has already had a very successful precedent, so there will be more room for development in the future." Zhang Yongnong, director of China Ceramics Information Center, accepted The reporter said in an interview.