Gathering momentum to break through and leapfrog, the Yuezhou Carnival Conference of the Excellent M

Mondo Cars Updated on 2024-01-30

I want to dream of Wu Yue, and fly to the mirror lake and moon in one night.

The thousand-year-old village under Huiji Mountain, with small bridges and flowing water, pink walls and tiles, and black canopies, convey the thousand-year-old history of the ancient city of Shaoxing with the unique beauty and agility of the water towns in the south of the Yangtze River.

From December 20th to 22nd, 2023, the "2023 Yuezhou Carnival Conference of the Excellent Material Alliance" with the theme of "Gathering Momentum, Breakthrough, and Leapfrogging" was held in Shaoxing, a famous city in the south of the Yangtze River.

Guided by:

All-Union Furniture Decoration Industry Chamber of Commerce, China Building Decoration Association Building Materials and Home Furnishing Branch, China Real Estate Association Interior Decoration Industry Professional Committee.

Organizers:Yiqi Community, Youcai Alliance, Youka Commune, Niu Xiaozhu Home, Tao and Tao said.

General Title:Hengjie Group.

Joint Title:Fotile Group.

Co-Organizers:Bull Group, Keshun Building Materials.

Strategic Support:Millennium Boat Group, Poly Pipeline, Chivas Reas, Saint-Gobain.

Special Support:Midea Group, Mokan Technology, Beixinlong Group, Dayishu Flooring, Moganshan Plate, Schneider Electric, Yunlu Smart Door.

Special thanks to:

Xihai Cornerstone SDS Business School, Shanghai Interior Decoration Industry Association, Hangzhou Decoration Chamber of Commerce, Hubei Interior Design Industry Association, Shenzhen Home Decoration and Home Furnishing Industry Association, Chengdu Building Decoration Association, Wuhan Building Decoration Association.

**Support:

China Quality News Network, Caijing.com, Sina Home, Home Page, Sloth Life Fine, Big Home New Marketing, Tao and Tao Said, Home Improvement Afternoon Tea, Knower Research, Pan Home Thought, Zhong Duan Interview, Lecturer Thinking, Youyang New Media.

The carnival conference is rich in content, in addition to the "Yuezhou Carnival Conference Forum of the Excellent Material Alliance" as the main content, there are also VIP home improvement supply and demand docking communication meeting, "wind and water, easy to see the world" Chinese culture and feng shui classroom, and Youka Commune home decoration channel development exchange meeting. More than 100 home improvement and home furnishing people gathered together to analyze the new trend of industry development, reduce costs and increase efficiency, plan a new space for the growth of the home decoration industry, further promote the mutual penetration and cooperation and exchange of home decoration and parts enterprises, and promote the industry to achieve more breakthroughs and leaps in the new year.

In the era of stock, the home improvement industry is in full swing. Looking back at 2023, the external environment is changing, on the one hand, with the improvement of consumption level and the transformation of consumer demand, the transformation of traditional decoration enterprises is imminent, and a new trend of development of the home decoration industry has emergedOn the other hand, new players continue to enter the game, so that the trillion-dollar market of the home furnishing industry continues to be eaten. In the face of intensifying competition, how to gather momentum, break through bottlenecks and leapfrog development?

On the afternoon of December 21, the 2023 Yuezhou Carnival Conference (Forum) of the Excellent Material Alliance opened at the New Century Guantang Hotel in Dayu, Shaoxing.

Xie Xin, Deputy Secretary-General of the All-Union Furniture Decoration Chamber of Commerce and President of Xihai Cornerstone Education GroupDelivered a keynote speech entitled "We Are Human Beings, Not Gods", with the four key words of "people are panicked, people have no foresight, the world is sober, and the world is right", the common phenomena and existing problems in the current home improvement industry were analyzed in-depth, and the direction of cracking was given.

Xie Xin said that in various exchanges in the industry, I heard the concept of "god" everywhere, and there were too many theories, so we should return to "people", speak human words, and do personnel.

In the past, we heard too many voices of "cold winter, cold night, downgrade, downgrade", so "people panicked", and then looked out to find the reason. However, according to the more than 120 real estate and home improvement sites in 14 cities in 10 provinces across the country that we visited in 2023, including new houses and existing houses, we really feel that we are not short of customers, we are not short of markets, and the reason why we feel "cold" is that we are not used to eating meat and drinking in large bowls, and we are not adapted to the new normal of low-speed development, so we panic.

When it comes to the first-chain cooperation in the whole mode of China's home decoration industry, Xie Xin believes that the home improvement supply and demand chain is now to solve the problem of quality survival, rather than competing in the so-called "cost performance" with no lower limit on profits, and "involution" on traffic acquisition. With quality development, the value of home improvement channels can be truly brought into play, and only then can it drive the development of China's overall quality home life.

Xie Xin believes that the Chinese home decoration market is unique in the world, the development prospects of the industry are infinitely broad, after 30 years of development, China's home decoration industry is in urgent need of transformation and upgrading, for our own shortcomings, for we should do a good job but do not do a good job to have a "sober in the world" cognition, to take the "right way in the world" We must calm down, face the problem, return to the original intention of customer-centric, return to the origin of attaching importance to quality and service, fulfill our mission and responsibility, and build the best home life for thousands of households in line with the current economic development level.

Tao Dan, Secretary General of the Building Materials and Home Furnishing Branch of China Building Decoration AssociationDeliver a heartfelt speech.

She said that the annual carnival is a platform for cooperation and exchange between supply and demand, and an opportunity for everyone to learn from each other. Thanks to the excellent material alliance for providing a serious and lively communication platform for everyone, I hope that in this activity, everyone can sincerely share, learn with an open mind, and take solving the pain points and difficulties in the cooperation model as the core of communication, so that supply and demand cooperation can achieve better results and higher benefits in the new year. The Building Materials and Home Furnishing Branch of China Building Decoration Association will, as always, support platform activities, serve the industry, serve enterprises, empower each other and develop together.

Chen Wan, Secretary General of the Interior Decoration Industry Professional Committee of China Real Estate AssociationDelivered a speech at the conference.

She said that although the real estate market has rebounded after the introduction of the new policy, the policy seems to need a process of digestion, and it remains to be seen whether the market heat can continue. Judging from the data, the growth rate of new and second-hand housing transactions has slowed down, but everyone still has to be confident that in the long run, the transformation and development of the real estate industry is imperative. The construction of affordable housing and the transformation of urban villages will form a new real estate market demand and supply, which will play an important role in revitalizing all kinds of idle stock real estate, ensuring the housing needs of residents, especially new citizens, and improving living quality and services, and is of great significance to stabilizing real estate investment, promoting market recovery and smooth operation, and promoting the realization of the dual-track system of affordable housing and commercial housing. The new additions in these stocks are signaling the demand for high-quality housing. It is hoped that industry colleagues will work together to identify the direction of the trend at the meeting, settle down together under the meeting, and work together to polish good products with quality power, provide better delivery power, and achieve sustainable growth with the ultimate product power. Establish first and then break, and strive to create a second growth curve of "certainty" in the home improvement and home furnishing industry.

With excellent products and services, hand in hand with decoration companies to complete the works, to be a firm supporter and guardian of quality home decoration, is the established home decoration channel strategy of Hengjie Sanitary Ware, but also the first principle of Hengjie in recent years to achieve a major breakthrough in the home decoration channel.

Xie Yongcheng, general manager of Hengjie Sanitary Ware Home Improvement DivisionWith the title of "Choosing Quality is Choosing Life", he shared the development experience of home improvement channels, which won unanimous praise from everyone, and also poked at the pain points of the person in charge of the participating entrepreneurs' decoration channels and had a strong resonance. He selflessly shared Hengjie's valuable experience in the operation of home improvement channels in recent years from the nine aspects of "strategic attention, organization first, cooperation positioning, product driven, dry method empowerment, full channel opening, service guarantee, creating momentum, and no B is not big, no C is not strong", and summarized the key to doing a good job in the main material home improvement channel: "Build a store with people to build a high wall, develop activities to accumulate grain, train and empower the benchmark, and influence the industry to be king."

The same wonderful home improvement channel sharing comes fromHe Shi, general manager of the home improvement division department of Fangtai Group。Since the official launch of the home improvement channel in 2018, Fotile has achieved leapfrog growth in the home improvement channel in more than 5 years, and the cooperation between Fotile and the decoration company has also developed from a business to B to a comprehensive joint innovation in channels, products, marketing and services between the two parties. He Shi, general manager of the Home Decoration Division of Fotile Group, shared the four dimensions of Fotile's growth from the perspective of parts enterprises in the theme sharing "Brand Building and Home Improvement Integrated Marketing".

The first is to firm up the strategic choice and determination, stake the land, and achieve rapid and replicable horizontal growth;The second is to develop in depth, find market segments, first classify and then classify, find the main direction of attack, and achieve vertical growth through the strong organization and strong execution of the branch systemThe third is to make strategic trade-offs and achieve structural growth through product-driven and refined operationsIn the final analysis, it is from the original intention of "good for customers" and the ultimate delivery, practicing the brand values of "great because of love", forging brand reputation, and achieving exponential growth.

One person can go fast, and a group of people can go farther. Meeting,Gou Taotao, founder of Yiqi community and co-founder of the Excellent Materials AllianceThe development process of the Alliance since its establishment in May 2018 was reviewed. He believes that what can be taken away is called resources, and what cannot be taken away is called a platform. In the past five years, under the tenet of "sharing, exchange, empowerment and win-win", the excellent material alliance has been committed to integrating global high-quality brand resources, creating a systematic and complete home improvement and building materials chain, and empowering China's outstanding home improvement enterprises. In this process, from the Youcai Alliance, Youka Commune, Niu Xiaozhu Home Furnishing to Yiqi Community and Tao and Tao said ......The partners in the upstream and downstream of supply and demand have established trust and friendship with each other and created value for each other. On the road of building an innovative, sustainable and accurately linked home improvement supply and demand platform, the Excellent Materials Alliance will walk with you.

In recent years, affected by multiple superimposed factors such as repeated epidemics, sluggish real estate market, and sluggish terminal consumption, the scale of the home improvement market is in a low-level consolidation stage, and it is expected that in 2023-25, the renovation of old houses driven by second-hand houses and stock houses may make a more important contribution to the home improvement market. Meeting,Zhou Fang, Research Director of Real Estate and Home Furnishing Division of Aowei Cloud NetworkHe delivered a keynote speech on "Analysis of Home Improvement Market Structure Driven by the Transformation of Old Houses", focusing on data and comprehensively analyzing the trends of China's home decoration industry and the characteristics of residential units. Home improvement industry and relatively standardized mature industry, there is inefficient management, extensive management, product efficiency is not mature enough status, as the leading domestic home furnishing field of big data company, Aowei cloud network also hopes to empower the home improvement industry and more enterprises through big data, so that decision-making is more intelligent, so that marketing is more accurate.

In the relationship between supply and demand of home decoration in the new era, what is the most important basis for Party A and Party B to reach a better cooperation?Wang Rui, general manager of Guangzhou Juxuan DecorationIt is believed that it is the mutual cognitive improvement of the supply and demand sides of home improvement. In the sharing entitled "Party A-Party B", he analyzed the different links between decoration enterprises and parts enterprises as demand side and supplier side in different periods, and pointed out that the characteristics of supply and demand in the new era are from single product supply to program supply, from product trading to product services, from the overall market to more market segments, and from inductive thinking to deductive and deductive thinking. In reality, there are a series of problems in the cooperation between Party A and Party B, which are manifested in the need to improve the cognition of Party A's senior management of self-built service capabilities, the process reengineering ability of middle management needs to be improved, and the granularity of management from marketing to delivery needs to be changed from coarse to fine. For Party B, the main problem is that the senior management needs to have a deep understanding of why the installation enterprise has become the traffic entrance, whether the construction of exclusive products and service capabilities matches the whole product, how to build the core key customers, and the service provider from the first.

High-quality auxiliary materials make the living room more environmentally friendly and safe, and more and more improve the aesthetics of the space. The degree of professionalism and construction complexity involved in auxiliary materials are relatively high, which puts forward higher requirements for operation and management. Du Guoqiang, East China Home Decoration Director of Bull Group, and Li Jiefeng, National Home Decoration Director of Keshun Civil Construction GroupThe micro-dialogue session of "The Road to Auxiliary Materials and Home Improvement Channels" was opened, and through the novel way of interviewing and asking questions with each other, from the aspects of organizational structure design, product solutions, and service capacity improvement, everyone had a very comprehensive understanding of the successful experience of the home improvement channels of the two leading auxiliary materials enterprises in the industry.

As a representative of Hangzhou home decoration, Zhongbo decoration has recently carried out a new upgrade to the brand core that has attracted the attention of the industryLing Jiahao, vice president of Zhongbo DecorationMr. brought the theme sharing and introduced the specific content and next step plan of the upgrading of the environmental protection brand of Zhongbo Meijia. Zhongbo Meijia has put forward new standards and requirements in the five dimensions of brand power, organizational power, product power, system power and operation power, and will create a full-link environmental protection product matrix and environmental protection whole case products, including three levels of healthy home, customized home and high-end home product series, to meet the different needs of owners at different levels of home decoration in an all-round way, through the design as the entrance, the product as the core, the culture as the drive, the engineering as the guarantee, the service as the fundamental, for customers to create more environmentally friendly, more quality, more beautiful, more intelligent, More cost-saving, more worry-free environmental protection whole case products.

At the moment when "traffic is king", in the face of the soaring cost of customer acquisition, how can the home improvement and home furnishing industry break the traditional cognition, crack the new first-class operation code, and realize high-cost drainage and monetization?Qin Fei, the founder of Shoulder Pocket NetworkBring the theme sharing of "New ** Traffic Breakthrough". He believes that the main problem faced by offline stores in the past operation is the lack of traffic on the surface, but in fact, the lack of accurate traffic, which is essentially the lack of accurate traffic conversion. He listed a series of successful cases of ordinary home furnishing practitioners obtaining traffic and converting through content production and new operations, and summed up that the most effective three-board axe for the current new operation is "short, live broadcast, and streaming", pointing out that when the new content marketing has changed the way of communication, the new content marketing has become the engine of business growth, and it is also the best path for the transformation and upgrading of new retail of home decoration enterprises.

* Chain is the most important topic in the home improvement industry. What is the level of the current home improvement ** chain?Is a chain without pricing power called a chain?How to get out of the zero-sum game of the ** chain?Wang Naihui, founder of Taoyuan RomanceBring the theme sharing of "The Pain and Joy of the Development of Home Improvement ** Chain", pointing out that ** chain ability is home improvement 30 Challenge Home Improvement 2The core competence of 0, the breakthrough direction of the ** chain is: product programming, service commercialization.

He also worked withZhu Xincheng, founder of Azure Architectural Design ConsultingThe partners hosted a unique "open mic" together, and interacted with Party A and Party B in the audience on this topic.

As a qualified Northeast person, Mr. Zhu's own humor gene and talk show potential have successfully brought the forum into a small climax of the atmosphere, however, the two hosts wanted to open a "spit conference" on this topic The desire was not successful, and the participants who interacted on the stage, although they had different understandings of "pain and happiness", refused to complain about each other whether it was upstream or downstream, showing extremely high emotional intelligence.

Yao Ya, Director of the Membership Department of Minhua Holdings, Wang Yongping, Director of National Home Decoration of Poly Pipeline, Li Xu, Head of China Home Decoration Channel of Saint-Gobain Group, and Dong Yongpeng, Director of Home Improvement Key Account of Millennium Boat GroupDelivered a speech as a strategic support unit for this carnival.

Hou Xuwen, the entrusted representative of Hou Xuwen, the head of the home decoration channel of the air conditioning division of Midea Group, Shi Liang, the CEO of Mokan Technology, Yan Long, the national decoration director of Beixinlong Group, Yang Lide, the head of the national decoration channel of Dayishu flooring, Liu Yang, the head of the national decoration channel of Moganshan plate, Jiang Min, the head of the national decoration channel of Schneider Electric, and Hu Qiang, the assistant to the chairman of Yunlu Intelligent DoorDelivered a speech on behalf of the special support units of the carnival.

They congratulated the successful holding of the conference and said that they would work with their decoration partners to provide high-quality home improvement products and services and create high-quality home furnishings for the Chinese people.

Related Pages