In recent years, almost everyone believes that the homogeneity of the home furnishing industry is becoming more and more serious, such as product homogeneity and store design homogeneity, and they are all rushing to do whole-house customization and overall marketing. The home furnishing industry has entered a very indirect and homogenized stage. Big brands are joining forces and crossing the borders, and how small and medium-sized brands survive has become an insolvent problem?
Today, Teacher Liu will lead everyone to think about this issue from another perspective. First of all, we must separate the fierce competition of homogeneity: Is the home furnishing industry really serious homogeneity? is actually everyone who makes themselves homogeneous.
Teacher Liu believes that although the home furnishing industry is affected by the ups and downs of the real estate industry, the most wonderful thing is that this industry is "not standard". Our home furnishing industry is related to the quality of life and everyone's lifestyle. There is no standard for quality of life and lifestyle.
In industries without standards, there is a lot of room for play. I once told a case: the track of
split air conditioner is very standardized. When you buy an air conditioner, you will pay more attention to its functional appearance, etc., but the style is not so much, because you can't tell the salesperson that you will ask me to have an Mediterranean style air conditioner. There is no such thing. You can only say that you choose this one or the one, but home decoration is different from the entire decoration. It has ever-changing styles, no matter whether you are light luxury postmodern and simple Mediterranean, Nordic or mixed match.
Because some things are irregular and unstandard, the competition between brands has not been homogenized at all. But because you don’t think about these issues, everyone will feel that the products seem to be homogeneous, our materials seem to be a bit homogeneous, our store decoration is a bit homogeneous, and our sales methods are a bit homogeneous... In the end, the result of homogeneity is that we can only fight a price war, but this must be wrong, because we are facing a consumer group that is not standard and guided by home and life plans.
So "homogeneity" in the home furnishing industry is a superficial phenomenon, and the real bottom layer is "completely different qualitative"! The most important thing is whether you can be guided by different consumer needs. We still have too much room for differentiation to use, such as the differentiation of product portfolios, services, design, and customer communication emotions. The home furnishing industry will eventually use people to reach consumers , because home is warm and people have feelings. Life experience is more comprehensive for home decoration.
Then let’s look at the second sentence, how small and medium-sized brands can break through. Teacher Liu believes that there are actually no so-called small and medium-sized brands or big brands in the home furnishing industry. They are actually industry brands. No one can be regarded as a consumer brand in the sense of right reading, but there is a gap in size. But if there is such a definition, how should we break the deadlock?
First of all, you must make the product well. There is a logical line for this good product called C2B2C. In the past, many factories made products based on their own judgment of the industry. They will not buy new products every year when conducting new product launches every year, and let dealers squeeze goods every year, including the annual meeting. This model is actually from the factory to the dealer side. C2B2C is a way to promote the factory’s research and development of products through consumers’ preference for big data of products, and then to promote the supply chain’s supporting and supply of product raw materials. Therefore, the core of making products is to be close to consumers. Whether the brand has some data tools and timely feedback channels, so that consumers' preferences become your research and development direction, and the key is to make cost-effective products through supply chain procurement and selection.
Second point, small brands must have good manufacturer relationships. Jianzhong has personally participated in the formulation of rules for controlling dealers in many big brands. Some big brands have very strict management of dealers, including militarized management, extreme elimination, last-place elimination, and even talk to dealers if they don’t grow for two months. However, small and medium-sized brands must first integrate the manufacturer's relationship, because a strong manufacturer's relationship can effectively resist risks. So how can the relationship between manufacturers be done well? First, we must consider the survival ability of dealers more in the entire interest distribution system, and then provide precise assistance and do a good job in targeting and target management. Only in this way can we truly develop the relationship between manufacturers and finally form a joint force of manufacturers and break through.
Small and medium-sized brands In today's market environment, must be subtracted, thin, sharp, accurate , and then they can survive. Then you have the opportunity to go to tomorrow and the day after tomorrow, and then find the right opportunity, choose the right land, and finally grow vigorously!
