Dacai Research, Chief Analyst: Deng Chaoming, Pan Home Furnishing Boss Business Internal Reference, Manager's Daily Reading, Business Staff of Front-line Personnel, to create an influential large home furnishing construction and decoration research institution, professional evaluation and communication center.
Since 2024, dozens of companies have successively held meetings on different themes such as dealer annual meetings, brand conferences, marketing summits, and kick-off meetings, and more or less announced some business strategies for 2024.
Based on the official micro and publicly released information, the big material research has been sorted outXilinmen, Jiumu, Zhibang Home, Shangpin Home Delivery, Schneemann, Kelaifu, Shangpin Nature, Left and Right Home, and HomeThe actions revealed by many other companies at the meeting can be seen that a relatively clear direction of force is generally given.
From the point of view of deployment focus, from product to marketing, from channel to retail, from traffic to terminal, from intelligence to the whole family, from thinking and cognition to organizational change, from decoration enterprise channels to designers, from domestic sales to overseas, all aspects have enterprises to consider.
Joy:At the 2024 franchisee meeting, Chairman Chen Ayu emphasized that retail transformation is imperative, and precision marketing and high-quality operation are the only way out.
Chen Ayu asked Xilinmen and all franchisee partners, not onlyResolutely abandon the thinking of peace and security, and resolutely implement the "three actions".It is also necessary to resonate at the same frequency with the core culture of Xilinmen's "centripetal birth", realize the transformation of their own thoughts and actions, turn around gorgeously and plan and move, be reborn in the transformation, and strive for hegemony and hegemony in the transformation.
At the same time, he emphasized that Xilinmen adheres to the altruistic and long-term business philosophy, and if the franchisee is strong, the company will be strong. Every Xilinmen person is always the most loyal salesman of all franchisee partners, which should be the common roar of all Xilinmen people.
Wu Chongguang, vice president and general manager of the domestic business center, mentioned that in 2024, the focus will be on retailPush all the staff into the crocodile pool, force the transformation, and put an end to the removal of lying flat and fake effortsFrom the dimensions of ideological transformation, method implementation, tool system, assessment organization, etc., to realize the retail transformation of franchisees and internal employees.
He proposed that every team member should deeply practice the guiding ideology of "I am a franchisee salesman", and start the first shot of retail transformation after the year.
In 2024, Xilinmen will fully implement the "Three Modernizations Action", focusing on:The store is refined, the team is professional, and the activities are normalizedexert force; Make every effort to create German product quality, make every effort to create the most beautiful and trendy new products, make every effort to train the team and prepare for the go, and the franchisees will not stop if they do not reach the goal.
Callafu:At the 2024 Kelaifu Intelligent Whole Brand Conference, Chairman Yin Qihong introduced the strategy of "one body and two wings".With intelligent whole-home, high-end and overseas markets as the new growth sources, intelligent high-end customized products as a whole, and white glove service engineering and the iron triangle model of empowerment as the two wingsto create a SaaS platform with "no middlemen to make the difference".
In addition, the customer Fu built the user terminal app "Happy Craftsman" to realize the integration process of brand, product, customer, chain and construction team.
It is understood that Kelaifu will cooperate with Mijia to connect the Mijia ecology and obtain intelligent R&D support for the whole family. At the same time, Clafu Home Furnishing joined hands with Mijia, ALPI Veneer and Hans Paint to jointly launch the brand signing ceremony.
Schneemann:At the Schneeman Home Furnishing Changemakers Conference, the relevant person in charge introduced the strategy for 2024, which will create a new oneDelivered as a wholemode,Firmly embrace the decoration enterprise and design channelsExpand growth.
At the same time, Schneemann willDeeply rooted in the communityto exceed user expectations of products and services, to tap the new increment of the stock market; Deeply cultivate the new ** platform, empathize with the pain points of users, continuously output high-quality content with altruistic thinking, and accompany the terminal to attract customers.
Again, SchneemannWe will focus on the design of the whole case and the whole mode, extending the local reform, micro reform, old reform model, etc., through continuous strategic adjustment and refined operation, in the market to shape the brand's differentiated advantages and core competitiveness.
AgainstCooperative business of decoration enterprisesSchneemann launched a special product library for the G project, designed around the needs of the whole outfit, covering a variety of household products from wardrobes, cabinets to parapets, wooden doors and other household products, which is a powerful starting point for focusing on old renovation and embracing the decoration of enterprises.
In terms of store upgrades, including:Platinum, Standard, and Community StoresThree store modes.
Among them, the platinum store focuses on light and high-end positioning, covering high-end product lines such as arc, whole wood, French, veneer, paint, etc.; The standard store is dominated by cost-effective products such as double finish, powder spraying, and EB board; And the community store is a lore that deeply cultivates the community**.
for the endpoint encounteredPain points such as operation and designThe relevant person in charge introduced the Schneemann Easy Operation &SCRM Upgrade Plan, covering measures such as order exemption & portal upgrade & business assistant.
In addition, the "New Product Sampling & Store Reinstallation Policy" was released on the spot, and the Spring Festival did not close to the opening event, and the 2024 spring clothes were laid out in advance.
Shangpin true color:At the new product launch and annual ceremony, Li Xin, chairman of Shangpin True Color Smart Home, said that Shangpin True Color has realized the transformation from a single wooden door to the whole home customization, and has achieved remarkable results.
In the new year, we will firmly move towards a new track customized by the whole family, focusing on promotingHigh-end eight-generation stores, complete product system, logistics and transportation system and market construction, the implementation of cattle merchants subsidy policy.
In the next five years, Shangpin will formulate a long-term development plan, strengthen team building, and strive to become a leader in the digital transformation of the domestic high-end home furnishing manufacturing industry.
The terminal has also been adjusted, introduced by the director of design strategy of Ruisheng SpaceShangpin true color home store, as a new retail terminal store format.
The founder of Honjue Design Office has released new products for 2024, covering 5 major spaces and 9 major systems, with more than 20 special materials.
At the meeting site, Shangpin True Color Smart Home, Morgan Group, Jiwu Design, Midea Ruizhu Intelligence, Hanwei Marketing, etc., reached strategic cooperation.
Jiumu:At the customized marketing conference of wardrobe cabinets, Lin Xiaofa, chairman of Jiumu Group, deployed the work of "three-year plan, five-year goal and ten-year strategy", and realized lane change and overtaking through the transcendence strategy, and the volume and profit increased.
Vice President Lin Youzhuan formulated a long-term plan for wardrobe cabinets, so that 2024 JOMOO kitchen cabinets will start again, and realize the comprehensive transformation of channels, products, processes, delivery and quality to promote the comprehensive transformation of JOMOO kitchen cabinet capabilities.
At the same time, it will build internal operation capabilities to achieve stable profit and increase income, and create a benchmark in Fujian. From 0 to 1, build the core competitiveness of the custom wardrobe business.
In the commercial sector, Jomu customization will be fully laid outCommercial tracksto build customized commercial operation capabilities for all industries and categories; Focus on intelligence, focus on products, channels, sales, services, and brands, and establish the core competitiveness of commercial market and delivery operations.
In the retail sector, we dig deep into industry application scenarios and create a customized space for kitchen clothes that meets the needs of the industry.
In terms of investment promotion, JOMOO will provide dealers with support such as daily store operation, node marketing support, design training, shopping guide training and sales management.
Left and right home:At the National Dealer Conference, Chairman Huang Huakun said that he would actively explore multi-category integration, whole family customization and other models to create new consumption increments for enterprises and brands.
Many people in charge have interpreted the new way of playing in 2024, such as comprehensively improving the service ability of merchants through wholesale to retail, product to plan, and management to operation, so that "consumers are in the world, and the tentacles of the brand must be extended to the world" to promote the digitalization of business operations, full content marketing, and traffic fragmentation, and create professional operations, refined management and brand development.
At the same time, the left and right designers will be design-driven and consumer experience as the center to create a "more holistic, more designed, more local, more cost-effective" one-stop home service experience.
Zhibang Home:At the 2024 National Marketing Summit, Chairman Sun Zhiyong believes that the growth needs of enterprises should be satisfied with the growth of people, and Zhibang Home Furnishing has been doing difficult and correct things.
The 2024 style of play mentioned at the meeting includes, at least:
1. InCategory integration and integration, product system upgrade, whole design efficiency improvement, new retail matrixand other multi-dimensional insistence on breakthroughs.
2. Further clarificationDoor and wall cabinet strategy and strategic objectives, the whole house is the trend, and the door wall pushes the whole house.
3. Analyze the current market momentum, formulate a market expansion action plan, and work togetherReady-to-wearto achieve win-win high-quality growth.
4. Analyze the current favorable environment and problems of the home accessories category, and give this yearHome DeliveryFive initiatives for performance growth.
5. Analyze the case of the new bureau to reform the friendly business, and make a review of ZhibangRefresh your businessMake a plan.
6. Play a good traffic combination and win the battle of the whole family.
For the 315 activity, Zhibang will focus on building a super whole Rubik's Cube, 7 core advantages, flexible collocation of the whole space, and give the core implementation points of the 315 activity to different levels of cities, interpret various policies, and train new steps and methods for the whole family transaction.
Actually home:At the 2024 Marketing Mobilization Meeting and the 3.15 Spring Home Expo Kick-off Meeting, Wang Linpeng said that in 2024, the home will earnestly practice "love to fight to win" and "everyone strives to be an Internet celebrity", and at the same time seize the new opportunities brought by the trend of "content is king".
On the basis of sales of 114.4 billion yuan in 2023, the house proposedIn 2024, it will increase by 10% year-on-year to 126 billion yuanAmong them, the sales of Lewu will exceed 1 billion yuan, and the sales of this sector will exceed 5 billion yuan in 2025.
Wang Ning, CEO of the house, revealedUnified planning of annual marketing campaign scheduling and themesBy guiding branch stores to set traffic acquisition and conversion goals, and then the annual goals are broken down and assessed on a monthly basis, so as to keep abreast of the progress of the completion of the goals.
It is understood that the home will also be divided into three levels of "S", "A" and "B" in the marketing activities during the year, and the home expo in each season has become the "main battlefield" of the home "every inch of land".
In order to broaden marketing channels, the house plans to launch in 2024All employees are engaged in filming and live broadcast activities, and strive to achieve a non-stop live broadcast every week, and the effective duration of each live broadcast is not less than 3 hours.
In addition, in order to expand interest in e-commerce, the company will also strengthen the use of platforms such as Douyin, Kuaishou, and Xiaohongshu, and cooperate with local high-quality MCN institutions to complete the conversion of fans to consumers.
Shangpin Home Delivery:When accepting the research of the institution, Shangpin Home Delivery introduced a number of deployments in 2024, and the strategic direction will continueFocus on customization and supporting, large home furnishings, and vigorously promote investment and organizational development
In terms of investment, the number of the company's stores is lagging behind that of competing productsIn 2024, the speed of investment will be accelerated, the sinking layout will also be accelerated, which is expected to drive the rapid improvement of the franchise business.
Directly-operated stores will continue to be transferred and optimized in an orderly manner, and will adhere to the implementation of the 1+N+Z urban development model in directly operated cities, retain a small number of directly-operated large stores for the whole city to display and share, and at the same time develop more self-operated franchise stores.
At the traffic level, the company will continueDevelop new localized ** and real estate bagsand other diversified channels.
In 2023, the self-operated whole assembly will take the initiative to shrink the scope, and it has basically been adjusted in place; For non-self-operated cities, the proportion of franchise channels will continue to increase, and the pace of investment promotion will accelerate this year, especially the development of blank cities and the sinking of stores.
In terms of organizational reform and talent cultivation, we will strengthen assessment and survival of the fittest, activate organizational vitality, and stimulate wolf nature.
Since its launch in September 2023, it has been recognized by franchisees and many consumers, seizing the traffic entrance, and then transforming it into the ailife6 smart life series.
To sum up, Dacai Research believes that as the saying goes, everything is foreseen, and if it is not prepared, it will be wasted. See the direction clearly, lay out in advance, make adequate preparations, integrate resources and focus on the goal, which will undoubtedly contribute to the success of the business in 2024.