The wind and rain are shaking the home improvement road, and it is not easy to survive.
In the past two years, although the overall demand for real estate and home decoration has declined, the first surplus, and the online and offline involution has intensified, there have been more and more vertical and horizontal integrations of home improvement and kitchen appliances, just like the Spring and Autumn Period and the Warring States Period.
But as long as you settle down and walk more, there will always be capable ministers who govern the world and heroes in troubled times, who will grow against the trend in the downward period of the industry and live a wonderful life.
In the visit to several types of stores in East China, I saw that there are many outstanding dealer living methods, mainly to break the situation to get the following three points:
1. In terms of traffic, it must have the ability to independently attract customers.
By grasping the right to speak in traffic or the right to attract traffic, you can achieve the effect of flowering inside the wall and incense outside the wall, radiating more fans with the help of private domain or public domain traffic, linking more accurate circles, and achieving a more efficient production ratio.
In other words, factories that lack traffic, even in the F2C model, and even for installation companies, will face huge challenges.
This year's difficulties will continue, this is the objective national conditions and facts, everyone's situation and challenges are the same.
During the visit, it was found that in just three years, a large businessman has achieved a continuous siphon effect of continuous customer flow in the store by focusing on the strong drainage of multiple ** combination punches and supplemented by hard advertisements for key real estate, which is getting better and better.
If you are also doing it, do you want to ask if the frequency of short ** has reached 7-10 per day?
It has been observed that more and more physical stores are continuing to cultivate experts in online drainage and customer acquisition, such as community marketing, live broadcast marketing, short marketing, Xiaohongshu marketing, Meituan Dianping marketing, ** marketing, etc.
At the beginning, it was difficult for us to know who was the master of online drainage and customer acquisition, so we had to adopt a horse racing mechanism, and all employees used their free time to participate online, start live broadcasts, send notes, etc., to see who could run out.
It is very important to establish an incentive and retention mechanism while cultivating.
2. In terms of experience, there must be horizontal or in-depth integration of product selection and integration strength, so that the owners can look good, buy suitable products, and withstand online and offline quality comparison.
During the visit, it was found that a large merchant of finished furniture in a certain place adopts a reverse integration model, that is, a large store is preferred, and all the main and auxiliary materials of architectural design, home decoration design, soft decoration design, and finished soft decoration are gathered together to "make things happen".
In this way, in three years, they have come out of a characteristic way of living.
The attributes of home furnishing products, high involvement, and heavy experience determine face-to-face communication and confirmation, which is a more reliable and efficient buying and selling scenario.
On the one hand, the price difference between online and offline is smaller; On the other hand, a series of key points such as house type analysis, demand confirmation and scheme design, installation and delivery, and after-sales warranty still rely on offline.
Therefore, the advantages of offline are obvious, what we need to do is to let the owners look good and buy appropriately, and at the same time let customers feel the value of services that cannot be done online.
3. In terms of delivery, there must be a full digital link of pre-sale, in-sale and after-sale.
In most home improvement businesses, delivery determines the ultimate success or failure of an order. Only when the delivery is done well, can there be word-of-mouth and referral, and the enterprise will have a future.
Externally, it provides visual, professional, and whole-process assured services for new and old user groups.
Internally empower the team and partners, perform their duties, closely dock, and check the high quality, and ultimately meet or exceed customer expectations.
To achieve more rigorous delivery efficiency and quality, it is inseparable from digital tools, strict processes, and team execution support to ensure that every step is within the scope of control, and problems can be corrected in time after they are found.
In general, because the total number of customers is less, the purchasing power of customers is declining, and customers want to buy all in one stop, so from manufacturers to terminals, we must expand categories, provide solutions, and improve service quality.
In this holistic situation, we can see that various alliances are flourishing, and in 2023, we have counted at least 100 public alliance cases, continuing the momentum of 2022.
In addition, the trend of fine decoration and word-of-mouth delivery, Dongpeng, Xinzhongyuan, Eagle and Yuhong, JCDecaux, and Liansu have become competitive friends, and at the same time, because of the whole outfit and the whole family, they have also become competitive friends with Oppai, Sophia, Gujia, and left and right.
Between building materials and home furnishings, finished products and customization, decoration enterprises and main materials, the main contradiction is competition, and the secondary contradiction is competition and cooperation.
In the impetuous and fanatical turbulent times, specialization, standardization and benign are a way of living, and high imitation of offline and online replacement, traffic harvesting, and fishing are also a way of living.
All work is to make consumers feel the value beyond their peers, and only when the sense of value becomes deep, the willingness to pay will be stronger.