Big material research, chief analyst: Deng Chaoming, the owner of the pan-home furnishing business internal reference, the manager's daily reading, the dealer store manager's business staff, and the practical strategy of shopping guide.
The competition in the home furnishing market has been in recent yearsEnter an unprecedented and intense stage。To use the current popular word to describe it, it is "volume".
Any track is crowded with companies with certain strength.
It is difficult to complete breakthrough innovation in any direction. Even if a company makes a valuable innovation, it will quickly attract a large number of followers and become a red ocean.
In this environment, there are not many options to win, and the road to choose from is not wideEither roll over others and do better and stronger than others. Or keep tossing, find a new territory, tear a hole, and break out.
Next, Dazai Research will take you to take a look at the situation of each track, from products, marketing activities, to drainage, team improvement, service, digitalization, etc., what the overall competitive situation is.
Product Track:Appearance, environmental protection, health, master design, function, intelligence, popular style, color, materialetc., are the starting point of the enterprise.
If these elements are done well, they can meet the standards of high appearance and high quality, meet the needs of users for residential improvement, and naturally have the opportunity to attract more customers.
Everyone also knows that the product direction is these, which must not only be environmentally friendly and healthy, but also beautiful and trendy, and also have the function of improving the user experience.
When many first- and second-echelon enterprises invest tens of millions to hundreds of millions of dollars every year for product upgrades, we can indeed see more and more moving product results, and undoubtedly, the competitive pressure has multiplied sharply.
OnlyAntibacterial, net aldehyde, and formaldehyde-free health selling pointHundreds of companies continue to invest in healthy home consumption.
Among them, the powerful enterprises include: Baidesheng, Mengtian Muzuo, Opai, Sophia, Del, Shiyou, Shengxiang, Kanoya, Moganshan, Dawang Coconut, Wrigley, etc., covering various sub-categories.
Or from the perspective of appearance, highlighting the high value of the selling point and home aesthetics of the enterprise, there are also as many as hundreds, each session of the China National Expo (Guangzhou), China Construction Expo (Guangzhou) and other large-scale exhibitions, emphasizing the appearance and design of the brand accounted for a very high proportion.
Marketing Campaign Track:This is a more intense stage, and in 2023, the big material research is based on public informationMore than 200 cases of marketing campaigns, mainly based on the activities led by the brand headquarters, covering the first and second line main forces of most market segments.
Most of these activities are united with dealers around the country to landLive broadcast, short **, store landing, old customer invitation, community blasting, community drainage, designer drainageand so on as a specific strategy to stir up the terminal market frequently.
One after another, it makes people feel passionate and feel great pressure at the same time.
According to public information, Fusenmi has launched dozens of large-scale activities in a year, such as "Ten Thousand People Expo", "Douyin Live ** Festival", "Scream 618" and so on. Comprehensive all kinds of designer activities, community activities, store landing activities, etc., the total number of which may be in the hundreds.
Red Star Macalline, Actually Home, Gujia Home, Mengtian Wood, Baidusheng, Del Flooring, Rabbit Baby, Shiyou Flooring, Xilinmen, Mousse, Huangpai Doors and Windows, Lin's Home Furnishing and other hundreds of well-known brands, have maintained high-frequency marketing activities every month, in order to stand out from the crowd and achieve drainage success, the difficulty can be imagined.
According to the observation of Dazai Research, almost every weekend and holiday, there will be activities in the atrium of mainstream home furnishing shopping malls, and the invited attendees may include intending customers, designers, partners and representatives. If it is specific to the storefront of the merchant, the small activities are even more frequent.
During the visit, it was found that some businesses will have two or three landing activities per week, and even if they only serve a group of customers, they may hold special landing activities.
What's very volatile is that the content of the event is also a variety of PK.
All kinds of fixed price explosions**, drainage products with large price reductions, red envelopes in the live broadcast room, free orders or travel gifts, and measures such as increased purchasesIt has formed a very complete way of playing, and it is easy to compare the advantages and disadvantages between each other, which in turn affects the purchase decision of consumers.
In this way, manufacturers need to find ways to highlight the value of the campaign and expand the reach of the campaign to users.
Traffic Track:A hot word in the home furnishing industry in 2023 is undoubtedly the word "traffic".
The competition for online and offline omni-channel traffic occurs between manufacturers, distributors, and hundreds of thousands of sales customers and designers.
Live broadcast + short**, e-commerce, content planting, advertising and other forms of drainage, ** number + Douyin + Kuaishou + Xiaohongshu + Meituan Dianping + ** community + Toutiao and other channels, all have layouts, and gradually based on their own advantages and resources, run out of the path of online traffic acquisition.
Private domain traffic (normalized operation of old customers, local resident community operation, local resources such as self-leading large numbers, designers, foremen), and B-end traffic (decoration companies, buyers, third-party home service platforms, etc.) have been included in the key work plan, and more and more enterprises have completed the construction of online omni-channel traffic structure.
Another rather typical case of traffic development is,Led by the platform side, with the help of competitions and subsidies, the platform merchants will be driven to launch an online channel offensive.
For example, Ge's Xiaohongshu Dandelion Project, Bunny's Douyin Internet celebrity store in the same city, etc., are all trying to drive dealers to participate in the war. Fusen launched the "1+3" new marketing traffic challenge, and the participating platforms covered the community, live broadcast, Douyin short**, Xiaohongshu and other options, attracting thousands of merchants to participate in the battle and successfully expanding the traffic source. Cornelian.
There is data to prove it, in 2023,The study included more than 60 relevant casesThe brand side drives dealers, sales consultants, and designers to dig deep into traditional traffic resources, develop new traffic, and expand the scale of traffic.
Team Boost Track:PassedTraining, on-site drills, one-on-one guidance, on-site accompanimentand other measures to enhance the team's ability, this kind of play has already won the attention of manufacturers.
Some companies organize more than 100 training sessions in a year, trying to quickly improve the team's combat effectiveness with high-frequency training.
Some companies are constantly adding new training content, from design to drainage, from customer to service, to provide the maximum output of experience and ability.
In addition, there has been an increase in incentives for teams, such as restrictive equity incentives. Or develop the store manager into a partner, starting from a smaller team unit to achieve capacity improvement.
Overall,From the negotiation power of the sales team, the designer's program power, to the delivery power of the installer, and the service ability of the after-sales team, they are all facing new big tests and new reshaping, which has attracted the resources of manufacturers.
Behind these capabilities, there are changes in the details of team composition, recruitment, training, incentives, and other measures.
More enterprises and more people are invested in it, and a situation of hundreds of schools of thought contending and thousands of horses galloping has been formed.
Service Track:One thing to congratulate is that in recent years,More and more home furnishing companies pay attention to the upgrading of service capabilities, starting from the perspective of service system, efficiency, tools, attitude, etc
After several efforts, free room measurement, free design and drawing, free installation, etc., have gradually become the standard.
More ways of serving are emerging, especiallyFree home maintenance was successfully implementedIt provides owners with services such as aldehyde and mite removal, damage repair, etc., and gradually attracts more and more enterprises to enter the market, including Mousse, Quanyou, Gujia, Zhibang and many other key enterprises.
If you don't do it, then I'll do it. If you don't do a good job, I'm going to try to do it well. If you do a good job, then I must do better.
To the ability to output, to the details to the competitive advantage, so as to drive the improvement of the level of operation, but also brought about the intensification of competitive pressure.
In fact, the above competition is not only a phenomenon in the home furnishing industry, and now the market that can be done a little bit is no longer a pure blue ocean, and it is all fighting hard.
Competition in the Red Sea will be the norm, and fierce battles are inevitable.
If we want to go up and try to take a little more share, there is a high probability that we can only roll and find a way to win.
Dazai Research believes that, to a certain extent, it is this kind of high-intensity competition, or high volumeIt has strengthened the feeling of market hardship, and the impact of the real estate market, consumer confidence and spending power has dampened the momentum
Differentiated routes are not without them, and there are also enterprisesLook at the big picture and find some breakthroughsPreviously, Dazai Research has released 30 new businesses, new formats and new models in the home furnishing industry in 2023, which is quite a typical case.
Among the innovative explorations include:
Fusen Tianfu Live Port, taking the route of offline and offline integration, live broadcast port + headquarters port, content center + scene center + traffic center;Liweijia's mellow space life hall, innovative board + customized fusion format;Bestwin water lacquered veneer cabinet wall door system;Mengtian's door and wall cabinet integrated wood solutions, etc.
and Lin's new brand of suitable home furnishing and functional sofas;The balcony space of the French lion is customized;The Temple of Heaven furniture is fully furnished;Daya Icon Fitting Business;Shangpin home delivery is as you like;Opali's light luxury full-case customization system, etc.
Among them,Some innovations can be called subversive explorationsIt broke the original business form and tried to give birth to new species.
This kind of approach, opening up a whole new field, which has not been seen before, no one has done it, and it can really avoid the crowded track.
Some practices are just adding on the basis of the original business, or deeply segmenting the market, or opening up new channels, trying to achieve dimensionality reduction and broadening new tracks, of course, it is possible to succeed.
However, this kind of addition innovation still needs to compete with other peers and continue to "roll" in the new track.
Ozai Research believes that in the market of high volumes,Starting from multiple perspectives such as consumers, strategies, products, concepts, channels, terminals, traffic, services, etc., we look for unmet needs, see the needs that are not better met, find those markets that do not still have blank spots, and actively tap those resources that still need to be developedIt's something we have to do, and it's something we have to do.
More importantly, it is necessary to keep up with market competition and consumption changesAfter choosing the right direction, strengthen quality, delivery and reputation, and build the advantage of brand effect + word of mouthNature is not afraid of the various external shocks that are currently presented.
However, while doing our best, we also need to do what we can to avoid unpredictable risks caused by excessive investment.
Of course, not all new explorations will succeed, and many more may lose in round after round of battles, but overall,Innovation, which may not necessarily be successful;But if you don't innovate and explore, the probability of success will be lower.