After years of development in China's home furnishing industry, the competition between brands has expanded from the region to the whole country with the increasingly perfect marketing channels. In the face of fierce market competition, the development focus of home furnishing companies has also been constantly adjusted. Among them, the Internet, brand value, smart home, industry alliance and capital market are more topics discussed by the industry.
Internet +
"Internet +" has become a hot word in the home building industry. Under the background of the impact of the big environment in the home market, the “Internet + Home†model has brought new development opportunities for the transformation and upgrading of traditional home enterprises. At the moment when the cost of traditional channels is rising, the traditional channel cost bubble is digested through emerging channels, and industry big data is collected by the Internet, which opens up a new path for traditional home building materials enterprises to break through the development bottleneck.
From the Internet home decoration to the e-commerce carnival, the rapid growth of the e-commerce consumer army has promoted the development of emerging channels in the home furnishing industry. Although the layout advantages and deep cultivation space of traditional channels still exist, the emerging channels have shown a more rapid development trend. How to achieve the full integration of traditional channels and emerging channels, break the existing channel dilemma, has become an important part of home enterprises to achieve transformation and upgrading under the Internet tide.
Brand Value
After experiencing a period of rapid expansion, home building materials companies have laid a solid foundation in the traditional channel layout. However, as the industry's channel competition tends to become hot, the new generation of consumer demand and brand awareness are maturing, how to differentiate the consumer market through differentiated strategies, and realize the transformation from industry brand to consumer brand, and become another breakthrough in home business enterprises. Force point. Through reinterpreted brand positioning, targeted brand communication methods and differentiated product strategies, the steady development of the home industry has ushered in the golden age of brand reshaping.
Smart home
As a new industry, smart home is currently in a period of growth and cultivation. On the one hand, consumer attitudes and consumption habits have not yet formed. On the other hand, with the continuous improvement of the supply capacity of information products, the continuous innovation of terminal products and the continuous optimization of user experience, the potential of the smart home industry cannot be underestimated. The home industry believes that smart homes will bring more than just innovative home products to the industry, and more importantly, a disruptive innovation experience and business model. With the continuous promotion and popularization of smart devices in the fields of home appliances, home security, intelligent constant temperature, home lighting and bedding furniture, traditional home furnishing manufacturers also want to grab a share in the fast-growing smart home market.
Industry alliance
Under the tide of the transformation of the home industry, the integration of upstream and downstream of the industry chain and the integration of online and offline resources through the power of capital and alliance has become one of the powerful weapons for enterprises to seek breakthrough. The industry alliance builds a new model of capital and resource integration through multi-channel, multi-modal and multi-angle cooperation. The era of single-handed expansion has passed, and resource integration has become an important way to achieve complementary advantages, enhance industry competitiveness, and achieve multi-win. From the warmth of the company's group to the joint operation of the entire industry chain, home furnishing enterprises have never stopped breaking the stalemate and seeking the pace of transformation.
Whether it is capital alliance or industrial cooperation, it will be a test of the ability of all parties in the industry chain to coordinate resources and optimize allocation. How to rationally use capital to reshape industrial value, how to promote industrial development through cooperation, will continue to be the problem of home building materials enterprises to explore and think in the next five years.
capital market
As IPO, New Third Board, financing, and annual reports have become high-frequency hot words in the home industry, the pace of operation of home building materials companies in the capital market has also accelerated. In February last year, Hao Laike was listed in Shanghai and became the second listed company in the wardrobe industry. In April, Qumei was listed in Shanghai and became the “first piece of Beijing furnitureâ€; many favorite home textiles were listed in Shenzhen in June. Four home textile listed companies. Gujia, Shangpin home delivery, Op Lighting, Piano and other enterprises intend to queue up for listing, ready for the second venture. From traditional home manufacturing to a broader capital field, more and more homes hope to use the power of capital to rewrite the industry landscape. As home furnishing companies fully open up the investment horizon of the capital market, the trend of capital mergers and acquisitions will also become increasingly prominent. Will the industry reshuffle progress be accelerated?
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