In recent years, if the public observes carefully, they will find that the home improvement company is expanding with a strong momentum, and the new stores are completed one by one. This shows that the public demand for home improvement is booming, and it shows that the current home improvement industry has already experienced fierce competition. When the whole cabinet is no longer a new thing, the concept of “whole†has been recognized by most consumers, and the home improvement industry has begun to plan new marketing strategies. Therefore, “ whole home decoration †has gradually entered people's field of vision.
New demand spawns new model
As an industry closely related to people's lives, the home improvement industry has experienced some bottlenecks after more than a decade of development. It is understood that the first generation of home improvement is the guerrilla mode. Consumers purchase materials themselves. Those who have not received formal training can participate in the decoration. The effect is often not good. The second generation of home decoration has opened the era of home improvement company, all the links have Full-time staff is responsible, but the service content is simple, there is not much design planning; the third generation of home improvement, also known as "integrated home", began to have design and customized content, but the decoration and furniture are out of touch, just patchwork products, the overall style Not the same.
Because the first three generations of home decoration and furniture configuration are out of touch, after the completion of the project, the owner needs to purchase other home goods or accept the goods recommended by the home improvement company, and they need to carry out secondary configuration design. This step-by-step home decoration model is difficult to reflect the perfect combination of decoration and household goods. Therefore, when people have higher levels of demand for home experience, the fourth generation of home decoration represented by “whole home decoration†came into being. The home improvement company must not only provide a full range of services such as design, construction, and custom-made furniture, but must also complete the final home accessories according to the specific requirements of customers. That is to say, after the completion of the traditional home improvement, the customer is only provided with a “empty shell†that needs further decoration and care, and the overall home decoration can provide a truly complete home for the customer.
"Buy furniture to send design" is popular
In the past, traditional home building materials merchants only sold products, and did not have the idea of ​​designing home furnishings. Whether they were through home improvement companies or directly facing consumers, they believed that as long as they could sell the products, they would succeed. However, with the fierce competition in the industry and the gradual popularity of “one-stop shopping†consumer demand, many home building materials companies are beginning to be unwilling to be lonely.
According to the reporter's observation, some home improvement companies began to gradually withdraw from the building materials and furniture fields, focusing on design only, but building materials merchants have stepped into the overall home decoration, while selling products, by the way, they sold the home improvement design. Stimulated by the concept of “overall home improvementâ€, many furniture companies currently use “free home design†as a selling point when selling products. The effect is not bad. Yu Chengping, general manager of Shunde Lebang Furniture, told reporters: "Experiential marketing is a very popular marketing method today. If consumers buy furniture, if they can know how to design furniture, it is easy to do business. But Most consumers are a layman in terms of decoration, so we help him with home design for free, so that the furniture he buys can perfectly match the entire family space. This way is still very popular with consumers."
It is understood that at the same time that home building materials manufacturers have launched "buy products for free delivery design", professional home improvement companies have also launched a "free design and decoration program" service in response to competition. However, some consumers believe that free design solutions often fail to meet all of their own decoration wishes, and the designer has too many subjective opinions. Therefore, some owners prefer to spend more money on a more detailed designer to provide a detailed and complete decoration plan, which has achieved the best decoration effect.
Customized furniture to ride on the windmill
With the increasing popularity of the overall home improvement, custom-made furniture tailored to consumers is increasingly favored by the public. In the traditional marketing model, furniture companies often carry out furniture R&D production according to simple market research or following the trend of furniture. However, the furniture produced by this model does not meet the requirements of the size, or the style does not meet personal preferences. Custom marketing divides the market into individuals, and can make specific requirements based on personal preferences, such as color matching, personalized specifications, and so on.
Zhang Zhongming, a designer of Weiyi Custom Furniture Co., believes that furniture customization itself is carried out in the overall home decoration design, so that the material style can be unified and meet the aesthetics of different groups of people. “We manufacture furniture from the measurement of the house. Every link must consider the coordination with the whole living environment. To realize his ideal home, one must solve the problem of uniformity in design, that is, the whole Design, overall customization. At the same time, he also believes that from analyzing consumer demand to ordering, organizing production, distribution, on-site installation and service, it must be interlocked, and the board involved in the product customization process There are so many parts and hardware that there can be no deviation. In this way, the management system of the home improvement enterprise must be rigorous, the work must be meticulous, and the overall quality of the employees should be tested.
Today, more and more home improvement companies are entering the field of custom furniture, and a revolution in home renovation begins. Home improvement product suppliers, not only sell products, but are responsible for all the products of home improvement, large items such as cabinets, wardrobes, etc. can be customized, all kinds of building materials, accessories can be provided, by the way to help customers do design, of course, also responsible for construction . In the past, after consumers bought products in their home building materials, they were only responsible for the installation of a single product, and could not consider the overall coordination and style matching from the whole perspective.
Consumers react differently to the new model
According to industry insiders, the overall home improvement is the trend of the home improvement industry. The reason why the overall home improvement can impress consumers is to make consumers worry, save time, effort, and even save money. However, if the home improvement company can't implement the overall home improvement service and can't satisfy the consumers, then the overall home improvement advantage will not be reflected. Therefore, although the overall home improvement is more advantageous than traditional home improvement in many aspects, it still has controversy, and the response of consumers is different.
Many consumers believe that in order to reduce some of the costs, the home building materials provider to provide the overall home program, and the service can be guaranteed, or willing to try the following new decoration methods. Of course, brand companies will win the trust of customers, after all, product quality is guaranteed, and after-sales service, etc., will be much better than looking for a general home improvement company. Some consumers believe that a home building material supplier can only provide one or two brands of products at most, and even if the product line is richer, it is impossible to meet all the needs of home decoration. In particular, many young people feel that the most popular mix and match of home decoration, single brand may be difficult to achieve the visual impact of the mix and match, so there will be some concerns when choosing the overall home improvement.
In addition, experts also reminded that “bundling sales†is the main means of overall home improvement. Consumers need to compare the brands, models, usage, and market reference price on the list, and carefully study the after-sales service regulations of the materials purchased in the contract regulations. In order to avoid the choice of the overall home improvement, but did not achieve the purpose of "saving time, effort, saving money, worry".
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