Nowadays, the home market is unpredictable, and various industry crises are coming one after another. This has made the home furnishing enterprises that are groping in the stormy days frightened. "When suffering destroys people, we can also hone some people." When the company falls down one after another, some pioneers who dare to explore have opened up a new path of development. So, in the face of industry crisis, how should home enterprises break?
Left and right furniture : use the brand to speak up to keep up with the pace of the times
The “brand†is a concept that is often mentioned in the traditional home furnishing industry, but there is always a lack of power. In the Shenzhen home furnishing industry in 2015, the trend of home brand promotion is not the same as in previous years. It should be said that a group of companies are trying to break through traditional methods, such as event marketing, and try to use new brand promotion strategies to make enterprises From the industry brand, gradually move to the mass brand.
Left and right furniture is one of the leaders who are brave in innovation. "The techniques used in the past are also very traditional. Please spoke and advertise, but this year we are advancing with the project." Tan Yiru, vice president of furniture, said.
Tan Yi reviewed a series of different "topics" around this year, from the cooperation with Tesla, to the Boao Forum, and then launched a custom drama, and catered to the urban boom, making "happy running" - only 5 Running can be completed in -8 km. And "one hour before work" won a lot of white-collar resonance.
"The practice of attaching importance to emotional communication has not changed, but has tried specific forms." Tan Yi explained. For example, he said that in the past, the family's warmth was promoted, and now the brand will be more refined, especially the concept of sofa time, one person's living alone, two people's world, three family, the whole family is happy, these different state brands need to consider To.
In Tan Yi's view, in the era of big homes, market resources began to gather upstream, and many export companies also turned to domestic operations. Emerging markets are places where many companies want to compete. Tan Yi said frankly that the left and right have always had an open mind. Nothing is immutable. The brand's voice must constantly keep up with the changes of the times.
Mangrove Bay: "Internet +" needs to be considered by consumers
The current "soft landing" has caused a huge impact on some enterprises. There have also been a number of factory closures in Guangdong, which has caused many companies to complain. However, in the long-term interests, "this year's temporary soft landing is also in line with market rules. The soft landing is also a reshuffle and adjustment of the industry and industrial structure, and some bad tumors in the market are removed. The entire national economy can develop healthily," Chen Jianhua said.
The reshuffling of the industry, the combination of "Internet +" and the traditional home industry has become a direction that many companies are actively exploring.
Many home furnishing companies are learning to explore their mindset and gradually explore the Internet form suitable for traditional homes. Mangrove Bay launched the “Online Mall†O2O project, which continues to adapt to the shopping habits of younger consumers through online trading and offline experience.
Internet e-commerce is a trend of industry development, which can remove some of the drawbacks of traditional industries. However, in the operation of Internet projects, many companies do not use the Internet to truly solve some of the problems faced by the traditional home improvement industry, but for the purpose of capital operation. In this way, the role of truly protecting the interests of customers is not so obvious, but more More impact is the traditional home business model and conceptual thinking. To consolidate the "Internet +", we must really implement it to protect the interests of consumers.
Yi Pai: Taking the sense of corporate responsibility against the development of the city
The economic environment directly affects the development of the industry. In the year of “windy and rainyâ€, the industry was thriving; but occasionally encountered “economic typhoonâ€, some companies often couldn’t help but rush to the wind and chaos, and they “go away with the windâ€.
After experiencing the economic turmoil in 2008, enterprises should slowly grasp the rhythm of this market law and strive to balance the balance of supply and demand within the platform. From the perspective of national policies and strengths, the country's economic tide is always developing in a good direction.
At the same time, the development of the property market is closely related to the home industry. “Although sales are facing some pressure during the spring and off-season this year, in May and June, with the popularity of the property market and the need to pull, our performance is growing steadily. In addition to the performance increase against the market, there is also a consumer customer group. With a larger expansion, the shopping population in Dongguan, Huizhou and other provinces has achieved a double-digit growth, so our influence is expanding year by year.†For the traditional home industry, it is more optimistic. With the emergence of the small climax of the property market, there is no large-scale hardcover tide in Shenzhen. It is expected that there will be a big wave of climax in the home business circle at the end of this year or even in the next two years. The market in the next two years is quite optimistic.
The current economic downturn has also had a greater impact on the home improvement industry. In 2015, many small and medium-sized enterprises were greatly affected, and medium and large enterprises were affected accordingly, but they were basically able to maintain a stable state.
Duan Wenjuan, founder of Yipai Interior Design Co., Ltd., said: "Ippai has achieved good results in model houses, sales offices, hotel design and soft-pack design, and the overall performance and design level have shown an overall upward trend." In her view, the market environment is sluggish, and only by insisting on the company's responsibility, guarantee implementation and obsessive design, will the market be affirmed.
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