Eighteen years is enough for a baby to grow into a handsome young man; eighteen years is also enough for a company to change the future of the industry. Perhaps no one would have thought that in the summer of 18 years ago, the "problem boy" who came from across the border would eventually become one of the three giants that influenced the entire customization industry. The user thinking and digital revolution it brought also promoted The market has entered a new era of consumption.
From 2004 to 2022, Shangpin Home Delivery took 18 years to bring innovative changes originating from the software field into the customization industry, which was still in the traditional development stage at that time. During these 18 years, it has continued to deepen and sink, We have devoted all our efforts to innovation and promotion in the field of customized home furnishings, created many new ideas and new models, and laid a solid foundation for the rapid development of the customized industry. Every bit of this process, Shangpin Home Delivery only condenses it into one sentence, "18 years of customization, happiness for thousands of families."
Starting from the user's thinking, Shangpin Zhaipei's 18-year innovation path
first entered the home furnishing field in 2004. The cross-border crossover of a group of "software people" was not initially favored by the home furnishing circle. At that time, the customization industry was in its initial stage of exploration. The industry started from scratch, and a huge number of brands were born in a short period of time. Among the two giants, Oppein Home Furnishing and Sophia occupied the two subdivision tracks of custom cabinets and custom wardrobes respectively. , the entire industry is in a parallel stage.
The emergence of Shangpin Home Delivery is like a pebble thrown into the water, disturbing the industry structure that was originally incompatible with each other. Relying on the genetic advantages of software design, we boldly launch the service of "free measuring, free design, and free renderings". In 2007, Shangpin Home Delivery took the lead in proposing the concept of "whole-house customization" and launched a "3-bedroom, 2-living room" whole-house customization package. For a time, Shangpin Home Delivery’s marketing strategy based on user thinking and digital operations received strong response in the market, and the trend of the industry also changed.
"User thinking" is an important core throughout Shangpin Home Delivery's eighteen years of innovation and development. Following 2007, Shangpin Home Delivery created a new category of "home delivery" in 2010, investing heavily in starting the first year of residential supporting services, breaking the industry tradition and realizing all-round one-stop supporting services for household products; in 2016, it established the industry's first " "Lifestyle Research Center" conducts systematic and comprehensive research on home customization solutions for Chinese families with different life cycles, and launches the "I+" lifestyle series products; in 2019, it launched the second generation of whole-house customization to create a product based on lifestyle and space aesthetics. An overall solution for the whole house; it will launch BIM decoration technology in 2021, set a new service standard for China's decoration industry, and provide consumers with one-stop integrated home decoration solutions. In the same year, it will launch the second-generation Kangjing board that meets ENF-level standards. , and was recognized as the only selected "National Whole House Furniture Intelligent Manufacturing Demonstration Factory" in the home furnishing industry; the "Little Orange Store" model will be launched in 2022, and the revolutionary transformation of terminal channels will be launched through big data research and intelligent technology, officially Entering the "lightweight" transformation process; in the same year, it launched the "Master Co-branded Plan" and high-end design new products to meet the needs of different consumers, once again using products and design to interpret its firm and professional user thinking.
Every step of Shangpin Home Delivery seems to be a unique and alternative performance. In the eyes of traditional furniture manufacturing companies, this kind of "not doing business properly" went from being difficult to understand to being enlightened, and finally turned into a kind of heartfelt admiration. and awe - not only in the industry, the innovative model and legendary history of Shangpin Home Delivery have also been discussed and retained as samples by , Alibaba, , Harvard, etc. - it can be said that the eighteen years of Shangpin Home Delivery are also the customization industry From tradition to modernity, from manufacturing to intelligent manufacturing.
Eighteen-year-old Shangpin Home Delivery, Eighteen-year-old Heart
Perhaps for the traditional home furnishing manufacturing industry, eighteen years can already be called an "established enterprise", but this does not apply to Shangpin Home Delivery - -The "problem boy" eighteen years ago still retains the heart of that boy to this day.
months ago, Shangpin Home Delivery held the "Yiyanweiding·2022 Spring and Summer New Product Conference" online. Although it is called a new product release, what is actually presented is a brand marketing strategy presentation based on user research.Shangpin Home Delivery, which integrates "user thinking" into its bones, has great advantages in user research and market foresight. Those who win the young win the world. Shangpin Home Delivery gives products that are more in line with the aesthetic and psychological functional needs of young people the names of "spring and summer" and "gentle wear". The former "spring and summer" is decorated with the healing spring and summer colors of nature. Home space creates a relaxed, natural and warm space atmosphere for today's fast-paced young people; the latter "gentle style" uses quality, elegance and high-end sense as key words, pays attention to detail experience, and makes every corner of the home and In use, elegance, luxury, practicality and comfort coexist, and they are durable and beautiful. In this press conference, Shangpin Home Delivery also launched a master co-branded new product package with its seven major advantages: "true whole house, fully furnished, no patchwork, good looks, professional furnishing, zero additional items, and all-inclusive price" - And these are all youthful products that meet the characteristics and pain points of today's young people.
Just one month later, on June 25, Shangpin Home Delivery held another press conference, with the theme of "Master Design·Proposal for a Better Life", and joined hands with four design masters from different fields to release the master Co-brand new products and simultaneously launch the "Master Co-branding Plan". In this press conference, Shangpin Home Delivery’s “user-oriented” product system was once again sublimated. In addition to the previously released Shen Xiaolian "Spring and Summer" series and Feng Jinmin's "gentlewear" series, this event has added two new co-branded products, Zheng Xiaoguan's "Bensu" series and Chen Lijian's "Li Zhi" series. Among them, "Bensu" uses minimalist style as the main melody, aiming to create a return to the essence, simple and natural living state, while "Lizhi" starts from the essential needs of life, emphasizing comfortable and practical life details, with a modern light luxury style. Taking into account the sense of star ceremony with both texture and fashion.
If the first online press conference was a taste and beginning of Shangpin Zhaipei's "user-oriented" product system, then the second offline press conference that followed was a further improvement and consolidation - on the one hand, the product With the expansion from two major series to four major series, Shangpin Home Delivery has basically covered the four styles preferred by the current mainstream consumer groups through joint cooperation with four cutting-edge designers, maximizing the full range of terminal entrances. coverage; on the other hand, the concept of "Master Co-branded Plan" was proposed for the first time, and the "Master Co-branded New Product Package Model" is different from other packages on the market with its unique advantages such as "master design, carefully selected matching, lifestyle, and ultimate cost-effectiveness" ”, which all means Shangpin Home Delivery’s firmness and determination on this strategic path.
As Li Jiachong, general manager of Shangpin Home Delivery, said at the meeting, “The driving force for the development of Shangpin Home Delivery over the past 18 years has always been consumer demand.” The launch of four new products is based on Shangpin Home Delivery’s insights into consumers. After combining the lifestyle research of 7 million users, sincere products are tailor-made for the four mainstream consumer groups. This path and model has officially become one of Shangpin Home Delivery’s next development strategies. “In the future, Shangpin Home Delivery will also Join hands with more design masters to create more personalized high-end customized spaces for different groups of people. "This is Li Jiachong's commitment, and it is also the philosophy and policy that Shangpin Home Delivery has always implemented.
When looking at customized products, it’s not just about appearance. After all, it’s difficult to find exactly the same template due to the ever-changing changes brought about by “customization”. When looking at customized products, you must see the concept behind them - younger design, younger aesthetics, and younger thinking. These run together and are Shangpin Home Delivery's best approach to the end market based on user thinking. reach.
Last year, the famous designer Chen Youjian personally created a new orange logo for Shangpin Home Delivery. Since then, this "vibrant orange" has become the symbol of Shangpin Home Delivery's lightweight. From the new product "Apricot Leaf Orange", back to the carrier of lightweight strategy "Xiaocheng Store" - light fashion, light assets, heavy design, fast transformation, Xiaocheng Store combines scene marketing, digital technology, cloud design system, etc. The huge system is all integrated into the terminal context, creating a trendy home furnishing store that can seize the Y/Z generation consumer market, firmly locking in the new flow of young consumption, and leveraging a new growth point of the fashion economy that is not afraid of the epidemic.
From product design to business model, Shangpin Home Delivery has been changing over the past eighteen years, but it has also remained unchanged. In terms of product design, what has changed is the continuous introduction of new design styles as fashion trends evolve. What remains unchanged is Shangpinzhai’s consistent and accurate judgment on the aesthetics of mainstream young consumer groups; in terms of business models, what has changed is the continuous innovation of new design styles. The market stage iterates and continues to lead innovative changes in the foresight, but what remains unchanged is the underlying business logic of Shangpin Home Delivery that always takes user thinking as the core.
Summary
Shangpin home delivery means fashion + taste/quality + whole house + complete furnishings. In 2004, "Youth" came with a simple and beautiful vision, opening up a new sky; in 2022, "Youth" still uses this original intention to fulfill its mission, using design and technology to build the lives of countless families. Dream; and in the future, "Youth" will continue to use the heart of innovation to create more value for users, bring more vitality to the market, and promote the continuous development and upward development of the industry.
18-year-old Shangpin Home Delivery is always young and always moving forward.
Article source: Sina Home Channel
