Our 22 Views on Home Retail, Full Case Design, Digital Marketing And More!

Our 22 views on home retail, full case design, digital marketing and more!

The idea of a few words can often bring us thinking and strength.

For example, when we set out for the ideal, a sentence "I am born to be useful" is striking and sighs, injecting momentum into the journey.

When we can only do our best to reach a certain limited level, the saying "the good is the world, the poor is free" gives us comfort in time.

When we encounter failure, we can also start from the "bamboo cane, straw shoes, light horse, who is afraid?" A smoke rain Ren life "harvest a open-minded.

In the past two months, Deng Chaoming has continued to publish a number of groups of views, around retail, whole case design, product packages, digital marketing, consumption stratification, big stores, etc., the following is a partial summary, for readers' thoughts and actions refueling.

1. The order volume brought by e-commerce will continue to grow, and a number of online platforms have become one of the main battlefields for more and more brands and dealers.

It is divided into two situations, one is to operate Tmall, Jingdong, Tiktok e-commerce, Pinduoduo and other e-commerce platforms, to open online stores in the form of online transactions, and then get orders.

The second is to operate online channels such as wechat ecology, Douyin, Little Red Book, Meituan review, and community, from which to obtain online volume and convert it into customer consultation, offline visits, and other clues.

In the past, e-commerce was mainly done by factories and platforms, and now there are more and more dealers participating in the war, a small number of them will open online shops, and more of them have launched an all-channel online traffic grab.

2. There is a wrong perception that the market environment is poor, fewer customers, and efforts are useless.

In fact, since the beginning of this year, there are still many brand merchants and sales backbone, can maintain the business well.

Even if there is no big growth, at least it can be stable at the level of previous years, or there is a small increase, which is a good achievement.

Even if the market faces the dilemma of declining demand, the wisdom and action of those who do everything possible to dig gold is always valuable.

The pessimists are right, but pessimism alone does not help. In the end, optimists and actors win the future.

3. In the market competition, especially in the retail market, no matter how small the voice, but also to speak out, tell yourself, tell customers, tell the industry.

Talk all the time, talk every day, insist on talking, and talk in a variety of ways, and little by little, the accumulation of small voices may set off big waves.

Of course, in the case of limited resources, we can choose the most appropriate and effective channels to voice, or we can choose more free channels to voice, there are many choices.

4. This year is full of worries in the market environment, there are still some dealers and entrepreneurs to maintain the enthusiasm of gold diggers home.

New stores have been put into operation one after another, and various marketing measures have been landed, which is a stark portrayal.

At the same time, we should also see that behind the huge amount of store closures and new store opening, reflecting that some old stores were forced out, the competition is cruel, and if you do not advance, you will retreat.

I have said both sides, it seems that said is equal to not said, but still to say that its value lies in the realization of the brutal market at the same time, or must rise up and explore the road.

5. In the "Home store role change: pathfinder, enabler, weather vane" article, we take Fusen beauty as a case, put forward the proposition of pathfinder.

We live in the industry too need a pathfinder, this is a valuable role, it is still a pioneer, is the guide.

Such a role must dare to innovate, take the initiative to innovate, take the initiative to solve the problems encountered, find a new road, and then sum up experience, with the business to embrace the new wave, together to plan to create a career.

Promising and powerful brands are willing to be trailblazers, daring to explore, trial and error, improve and export experience.

And it is this kind of preemptive exploration that can often seize the opportunity to stand out from the internal volume.

6. Do everything possible to boost the competitiveness of offline retail, expand the retail scale, and expand the profit margin of retail, which has become the core work of manufacturers.

For brands, how can retail performance be further expanded?

One is to recruit more excellent dealers, open more stores, and cover as many cities as possible.

The second is to empower dealers to expand and strengthen the production capacity of each store and seize more share of the local market.

Most of our marketing efforts revolve around these two things.

Perhaps the direction is clear, but what matters is how to get there. There is no shortage of methods, there are dozens of them, and it is important to find those methods that we are best at and most effective in practice.

7. Is the product saturated? Material, function, design, etc., no new tricks?

No, there are innovative products on the market all the time, and some of them sell quite well.

This phenomenon reflects that the road of travel alienation is full of hope, and the improvement of product competitiveness is still an effective market competition choice.

There are still some needs of consumers that have not been found, or have not been met, or have not been well met, then we can also start from the single product mining, provide better product solutions, from which you can dig gold.

Even if it is the overall home program, it needs to have products in each category that can be played and products that help dealers make profits to contribute to the success of the overall program.

8.The terminal operation of the home industry, such as the opening of 2000 square meters of stores, or 200 square meters of stores, focus on the development of which channels, there is no standard answer.

Everything needs to be done according to market changes, resources and team capabilities.

In 2023, Da Material research noted the opening of more than 30 thousand square meters of large stores, for example, Silian opened a 2,037 square meter store in Fusen Mei Home, Shuda opened a 2,700 square meter flagship store in Hohhot, and Gu Home's 5,000 square meter landmark store in Wuhan.

There are also Daya Holy Image in Wuhan, Xi 'an, Chengdu and other places to open thousands of square meters of packaging stores, behind the test is the strength and resources.

Others open thousands of square meters or thousands of square meters of large stores, does not mean that there are many market opportunities, nor does it mean that we can all open big stores.

Other people's team and resources are enough to support the big store, and many people are not able to do, pay attention to the determinants behind.

9.Some key enterprises in the silent industry are coming out of the background, standing on the front desk, breaking the circle.

This industry is characterized by little external voice, low attention to the outside world, the influence of the head brand is limited to the industry, and there is only a small amount of information in public channels, such as carpets, shading, curtains, office furniture, outdoor furniture, etc.

To expand the room for growth, you must go out of the circle.

Driven by China Home Soft Decoration Exhibition, China Home Expo (Guangzhou), China Construction Expo (Guangzhou) and some research institutions, we media, silent industries and enterprises began to break the ice.

10.Based on the observation of dozens of high-end full-house customization brands, five trends have been quite clear, reflected as:

(1) The door wall cabinet integration of the whole house customization opened the situation, that is, the overall wooden door program, including Dream day wood, Baishi, etc., there are a large number of new generation product solutions released.

(2) The whole customization set off a new wave of iteration, including Opai, Pearl in the Palm, Sofia, Gu home, etc., are upgrading, focusing on integrated design, integrated matching, integrated delivery, self-production, health and so on.

(3) High-end home furnishing enters a turning point, when the number of similar brands and dealers reaches a peak, it will usher in a downward inflection point.

Market concentration has increased significantly, the dominant power is more in the hands of key brands, and the competition is carried out in all aspects of design, production, marketing, delivery, service, etc., and the intensity is far greater than before, which is expected to be a distinctive feature of the turning period.

(4) Terminal capacity reshaping into the whole case stage, that is, conditional stores, especially stores with multi-category integration, including door and wall cabinet integration, whole customization, top wall customization, whole assembly, whole house cabinet customization, etc., will begin to enhance the whole house design capability, that is, the whole case design.

(5) Accelerate the updating of brand image and market cognition, update the original brand positioning, brand slogan and brand image according to the new business layout, and carry out vigorous communication to realize the construction of new brand image.

For example, Dream Wood has fully organized the integration and communication of "high-end decoration, with Dream wood" and "35 years of wood experts, one-stop high-end whole-house customization".

11.Whether only large and medium-sized dealers can operate consolidation home customization? How should small and medium-sized entrepreneurs cut into this track?

For such problems, there have been enterprises to give new answers, the pearl of the palm wisdom model, the community store of Niman AI home, the small orange store of the house, etc., trying to build a low-cost investment and low-risk operation of the whole case model, are valuable exploration.

12. From the situation of this year, there are a number of enterprises of the package play method gradually took effect, single products were driven, the value of customer orders steadily increased.

In the daily observation brief of Dawei Research, the package combination of hundreds of enterprises has been collected, from small to a space to large to the whole house.

Any multi-category layout of the enterprise, it is necessary to run through the product strategy of the package, at least one or two kinds of explosive package in hand.

13.Some physical stores, are continuing to train online drainage customer talent, such as community marketing, live + short video marketing.

At the beginning, it is difficult for us to know who is a master, so only by taking the horse racing mechanism, all the staff use their free time to participate online, open live, send notes, etc., to see who can run out.

It is very important to establish incentive and retention mechanisms while cultivating.

For such competitions, the big material research has also paid attention to many, such as the "1+3" new marketing traffic challenge of Fusomi, which launched 3,500 merchants and teams to participate.

When a very strong online talent emerges, we need to pay attention to matching the position, income and support.

14.How to find accurate customer sources, has become a business topic to solve diligently.

New residential areas, designers, decoration companies, communities, property, etc., are the source.

After finding the direction, the next test is all execution and action power, and the test is the integration of resources and transformation power of all parties.

Most of the time, honing execution takes up the majority of our work.

15.The pursuit of scale growth is no longer the only industry consensus, the strength of profitability, healthy and sustainable financial ability, is becoming a new business logic.

Combined with the financial reports of more than 100 listed home companies in recent years, the obvious change is that the company is more tightly focused on the advantage track, the steady expansion, the cost reduction and efficiency, the debt control, the risk prevention and control.

16. At least four iterations of retail:

1. sit to welcome customers, products in short supply, businesses open a business.

2. Under the environment of blooming of retail methods, substantial growth in the number of manufacturers and intensifying competition, it is necessary to adopt more methods to obtain customer drainage and improve the conversion rate.

3. the terminal scene transformation, and active marketing has become the norm.

4. Layout of digital new retail + active marketing + private traffic pool, and realization of closed loop of online and offline marketing.

Taking digital new retail as an example, in 2023, there are more companies to increase the code, the world Friends floor dedicated to the line of the world friends cloud store, and more companies introduced cool home, three dimensional home and other tools.

17.Many of us do marketing, especially grass, live, community marketing, feel the effect is not very prominent.

What is the reason? According to the research, there are at least two kinds of problems:

First, the content is not colorful enough, does not attract the attention of the platform, does not get recommended, and lacks the precise traffic import of the seed stage.

Second, the amount of coverage is not enough, and the contact is insufficient. The new marketing still pays attention to five super, super coverage + super sound volume + super traffic + super transformation + super sales, which is not only a combination of playing methods, but also requires large-scale quantitative coverage and saturation attack.

18.From the mass market to the middle class users, and then to the light and high order, high-end market, behind the continuous depth of the market segmentation, is the stratification of consumers, but also the diversification of consumer demand.

In terms of consumer stratification, there is the growth of the total number of high-income households, the improvement of the purchasing power of the middle class, and the pursuit of cost-effective, affordable and even low-cost consumer groups.

It is the diversification of consumption that has brought about numerous changes.

19.Many people have not bought anything on Pinduoduo, but the company's annual revenue has reached 100 or 200 billion yuan.

In the third quarter of 2023, its revenue rushed to 68.84404 billion yuan, an increase of 94%. Net income attributable to common shareholders was 15.537 billion yuan, up 47% year on year.

Even such a giant ship of enterprises, it is impossible to let everyone become its customers.

Find your own position, lock yourself into good customer service, it is very good. The same is true for household companies.

20.Most medium-sized home building materials companies may face the risk of elimination.

However, this will not happen soon, and it may take decades of gradual reshuffling.

From the perspective of furniture enterprises above the scale, at the end of 2022, there are more than 7,000 furniture enterprises on the regulation, pushing forward 10 years, in 2012, there are 4,412 enterprises on the regulation, and the number has increased significantly.

21.Home decoration since the media ushered in a great prosperity.

Among the tens of thousands of self-media accounts, there are many operators with millions of fans, and more accounts with tens of thousands of fans are active in the market.

This is the market change that is happening, and it is an opportunity for all of us to broaden our business sources and realize our entrepreneurial dreams.

If enterprises give up the establishment of we-media matrix, they will lose a valuable resource position.

If an individual does not continue to operate a self-media account, he has lost a source of income realization.

22.Under the new track, consumer preferences and competition methods are changing, and the whole case design is a key capability of driving market competition.

The improvement of the marketing level of the whole case design, it changes not only the competitiveness of the terminal team to the next level, the customer conversion rate to improve, more possibilities are emerging, such as the scene sales of single categories, the landing of the suite of products, etc., driven by the whole case into a broader space.

However, if we want to achieve high-quality all-case design, it is also very difficult, we need our designers to timely understand the trend of aesthetics, understand the customer's residential preferences, and have a comprehensive grasp of the product, so that they can be easily matched with a variety of works that directly attack the customer's mind.