The new model of home sales is open, can you keep up with the pace of the times?

Exquisite home

1. Expand online and offline omnichannel competition

"In the next three to five years, the home industry will usher in a new era of competition. Whether you are willing or not, you will be involved in the transformation brought about by this new retail." For the future of new home retail, Xiangjiang Holding Group business Assistant General Manager Lu Qifeng said at this home forum.

He believes that in the future, pure e-commerce will have no way out, production and logistics will be highly intelligent, and consumers will be provided with a social platform covering products and services. The home industry will develop online and offline multi-dimensional and comprehensive. And omni-channel competition, which will also promote the rapid upgrade of traditional industries.

As the first home retailer in the industry to try new retail, Xiangjiang Home has made a good answer in the new home retail field. According to Lu Qifeng, “We combined the situation of Xiangjiang Home, after more than a year of preparation, Xiang Jiangyun The city was officially launched in July this year. The current sales feedback is very good. There are data showing that the sales in 3 days exceeded the total sales volume of the May 1st Golden Week by 25%, which is a record high."

Since Xiangjiang Home has succeeded in “testing water” on the new retail model, can this model be copied to similar stores in Guangzhou? The industry believes that the success of Xiangjiang Home's new retail has certain reference significance for similar stores, but each store has its own different positioning or characteristics, so a simple "copy" is not suitable and is not easy to succeed.

Fan Xueyou, general manager of Haojia.com, believes that the next three years will be a period of great reshuffle in the home industry. On the one hand, the market share of traditional home stores will be less and less, and custom companies, assembly companies and real estate developers are quietly rushing to eat as the three main channels, but at present, home stores are still circling. expansion!

In addition, the new retail model will have a greater impact on the original home business. Fan Xueyou believes that the biggest competitiveness in the future lies in "capture ability"! The breakthrough of the home store is to "carry the group" with the major platforms, and use the platform's ability to grab customers to drain to the home store.

Xu Riyang, general manager of Hongshuwan, also believes that the future of home stores will be an era of deep integration between online and offline. The offline emphasizes services, scenes and experiences, while the online platform pays more attention to drainage, but in Xu Riyang’s view, “At present, many stores are very entangled. How to integrate deeply?” This may have revealed the confusion and confusion of many home sales scenes on new retail.

Xiangjiang Home launched “Xiangjiang Yuncheng”, with 3 days of sales exceeding 25% of the total sales volume of May 1st Golden Week; Red Star Macalline’s new retail model with 3 days of sales breaking 5.2 billion, these gratifying data may be injected into the home furnishing industry. A certain amount of confidence and a collision of new thinking.

According to industry insiders, no matter how you open "new retail", the essence of the home industry is to return to user demand. Just as Red Star Macalline Chairman and CEO Che Jianxin announced recently: "From now on, Red Star Macalline will no longer be wired to the team's offline team. The group's more than 20,000 employees are Internet employees."

On the same day, Red Star Macalline issued an announcement to upgrade the company's new retail model. Che Jianxin requires all management personnel to go to the front line, communicate directly with consumers, understand user needs, and observe the pain points of users to better provide services. This also means that the Internet team of Red Star Macalline will change from the original 400 to 20,000.

2, the birth of professional installation and after-sales service industry

For a long time, many domestic home furnishing enterprises, especially sanitary ware, flooring and other building materials brands, have adopted the “distributor model”, that is, the enterprise docking dealers, the dealers are facing the terminal consumers, the dealers have pricing power, and are responsible for installing after-sales services.

Therefore, the domestic market model is generally lacking in transparency, resulting in consumers not getting the purchase experience and guarantee services in terms of quality, price, measurement, installation and after-sales during purchase. More or less consumer demand is not present. The situation is satisfied. In the face of industry pain points, home stores or building materials manufacturers are making new efforts in retail, such as many flooring and bathroom brands are all online and offline full-channel layout.

But the problem is coming. For industries such as floors and bathrooms that are very focused on installation, it is not the case that the goods are delivered home, and there is a series of installation and after-sales services to be done. For the flooring company, is it through the local dealers or manufacturers to send the installation team to the door?

Some insiders said that for dealers, manufacturers open online channels, which directly open the channels of manufacturers and consumers, and damage their own interests, so many dealers quite resist the online sales of manufacturers, how to be active To help manufacturers provide after-sales service?

So many floor manufacturers, such as nature flooring, choose to face consumers, from choice to purchase, from service to after-sales, to provide consumers with "one-stop" service - from delivery, transportation, to home delivery And professional installation, etc., all under the control of standardized processes, using three-dimensional full-service to greatly enhance the after-sales experience of consumers.

The industry believes that the flooring industry to build a large installation and after-sales service system requires manufacturers to have a strong distribution and installation team, not every manufacturer has such a strength, in order to bring consumers a more convenient service experience, in the new retail The era may allow third-party professional installation and after-sales service companies to surface, as Taobao and other e-commerce platforms have boosted the development of express delivery and logistics, which is a truth.

Some insiders predict that the independent operation of the installation is the inevitable development of the industry. From the direction of the venture capital, it can be seen that the forecast is not unfounded. For example, the company’s installation of Lei Jun’s Shunwei Capital led the investment of 15 million US dollars. A big case of VC.

So where is the dealer's way out? A floor dealer told reporters that with the arrival of the new retail model, the dealer's business will become more and more difficult to do. It is not excluded that the dealer will transform into an offline service provider, and the offline experience for the brand. Service and after sales. “It’s better to cooperate with it than to resist.” The dealer said this when it comes to new retail.

3, home and industry integration, industry boundaries are blurred

Recently, Gome and JAJAHOME teamed up to create the news of Gome's JAJAHOME living museum, which made the home people feel shocked, and Gome also came to the players to live in new retail! Yes, you are not mistaken.

Industry insiders predict that in the new retail era, homes will be infiltrated and integrated with art, catering, hotels, beauty and other industries, and the traditional industry boundaries will become increasingly blurred.

In fact, in recent years, this wave of border blurring has begun to take shape. For example, if you go to Zhujiang New Town for a coffee or dinner, you will find that every table and chair or every frame here is clearly priced, you can buy it if you are fancy; and you are shopping at JSWB. At that time, you will find that a furniture brand store sells coffee or tea, and the taste is not bad, which is the blurring of the boundaries between home and dining. In the new retail era, this cross-border trend will become more apparent.

Gome JAJAHOME Life Museum is the "love" of Gome and home furnishing industry. It is reported that Gome and home improvement enterprises have established strategic cooperation, not only in customer drainage, data sharing, supply chain grafting and other aspects of cooperation, but also in the integration of home solutions, new scenarios and even new formats of research and development in depth cooperation, accelerate the promotion of Gome The realization of the "electrical retailer" to the "home"-led solution service providers and providers.

Since the home appliance industry can compete with new players in cross-border players, it will not be surprising that the catering, fashion, beauty, hotels and other industries and homes will penetrate. The industry predicts that in the future, when I go to live in a star hotel, I wake up and feel that the mattress or pillow is very comfortable. I want to buy a mattress with the same mattress and go directly to the hotel to place an order. This will become possible in the future.

Editor: China drying rack net - dew for frost