text/Panny
There is no doubt that during this May Day holiday, many people stayed at home.
Under the epidemic, people have lived at home for a long time and have more thoughts about home space and property concepts. For example, some people renew carpets, curtains, and some furniture to improve comfort; some people look forward to having more disposable places and yearn for large spaces; some people pay more attention to green and healthy elements.
This change also brings inspiration to the transformation of human habitation. On Chaoyangmenwai Street, Beijing, there is a new retail art space - the Mekedong Academy, which is responding to people's expectations for home life. The exhibition hall connects lifestyle with the environment, satisfying the personalized pursuit of space by different groups.
Geometric figures and lines create the appearance of the Meke Cave Academy, which is simple and atmospheric, with a modern aesthetic
Since the opening of the museum in March last year, more than 220,000 people have come here to "check in", and 15,000 people have become new users of Meke Meijia Online Mall. This place has become a "Internet celebrity check-in place" and has also become a growth point for Meke Home to resist the impact of the epidemic.
The interior of the exhibition hall is inspired by cave civilization and Silk Road culture to form a unique home aesthetic
According to the 2021 annual report disclosed by Meke Home recently, its revenue last year was 5.275 billion yuan, a year-on-year increase of 15.40%. From the perspective of the home furnishing industry, under the impact of the epidemic, the performance of many home furnishing companies has declined, and Mek Home furnishing has counterattacked and its operating resilience has been revealed.
Explore a new retail model
As the leader in the domestic mid-to-high-end furniture retail industry, in the past 30 years, Meke Home Furnishing has entered the "river world" and formed a brand matrix such as Caracole, A.R.T., Jonathan Charles, and products are sold in more than 60 countries.
Home furnishing industry is an industry that attaches importance to offline consumption scenarios. For consumers, a visible and tangible experience determines whether they pay. The Mekdong Academy is a successful experiment in new retail. Unlike ordinary hypermarkets, the Mekdong Academy redefines "people, goods, and places" and pushes offline experience to a new height.
In the Meke Cave Museum, furniture is arranged staggeredly, echoing the interior design of the museum
Here, consumers can not only meet the needs of home purchases, but also feel the integration of art, culture and business. The immersive home purchase consumption experience also allows people to gain new inspiration for home life. In the year when opened, the exhibition hall's order volume reached a break-even, and more than 200 activities were held, with immediate results. The "Internet celebrity attributes" of the Mekedong Academy also enables it to form brand word-of-mouth communication and circle marketing on live broadcast platforms and social platforms.
Different styles of furniture create spaces of different styles for consumers to experience
Mick Cave Academy is a microcosm of Mike Home Furnishing’s desire for change.
In terms of direct business, Meke Home Furnishing continues to make urban layouts. Its brand, Meke Meijia, has established a management mechanism of 22 core cities to further expand the mid-to-high-end core market, integrate product resources to meet diversified needs, and at the same time expand the integration of light-investment products such as consignment, and improve the service capabilities of high-end full-case services.
franchise business is also the growth point of Meke Home Furnishing. Last year, Meke Home strengthened the management of franchisee stores, opening 155 new stores, an increase of 107% over 2020, with a total number of stores of 352, and promoted the completion of the first A.R.T. Chengdu franchise brand hall in the country, which is also both artistic and consumer experience.
The furniture style in the picture is warm and bright, which can bring consumers an intuitive experience
offline channels are blooming everywhere, while Meike Home continues to increase its investment in digital marketing, and now it has formed a sales channel matrix such as WeChat, Douyin , and Tao series. The online Meike Home Furnishing has further narrowed its distance with consumers. Last year, around important marketing nodes such as Member Festival, Autumn Home Decoration Festival, 618, Double 11, Meke Home Furnishing achieved a year-on-year increase in sales of 63%, and e-commerce sales increased by 32% year-on-year.
Innovation efforts to meet the one-stop home purchase
Everyone has an ideal home in his mind, but it is not easy to build an ideal home. When purchasing home furnishings, one-stop home purchases are loved by consumers.
Mic Home has the advantage of serving consumers' entire life cycle in this regard. From first home purchase, improved housing to taste life, it focuses on one-stop home purchase solutions that focus on solid and soft decoration lifestyles, and forms an advantageous "moat" with its product quality and service capabilities.
annual report shows that Meike Home Fixing Fixing Fixing Business reached 190 million yuan in written orders throughout the year, an increase of 73% year-on-year, and completed the full-scene fixed-fitting sample loading and training of nearly 40 Meike Meike stores and many franchise stores, providing a foundation for the upgrade of the full-case high-end business of solid-fitting Fixing in 2022.
For a long time, in consumers' perception, Meke Home Furnishings has an image that is unattainable, has a cold style, and is suitable for high-end elderly people.
With the rise of the new generation of consumer groups born in the 1980s, 1990s and Z generations, their preferences and consumer needs have changed qualitatively. They pursue quality life, personalized customization, and emphasize the value connotation behind the brand.
In order to seize the minds of consumers, Meke Home Furnishing actively innovated and focused on the sub-line brand. Last year, it successfully launched the new brand Markor Light, a younger brand. The material quality and manufacturing capabilities accumulated in the mid-to-high-end track have been well performed in new products. After the launch of
Markor Light has won recognition from young people for its high cost-effectiveness, affordable prices, and trendy design. After was launched, it achieved online transactions of 33.47 million yuan in half a year after it was launched, and the sales of the entire store accounted for more than 10%, of which the online transactions reached 10 million yuan during the 618 and Double 11 promotion period.
As an old home furnishing brand, Meke Home Furnishing has deeply cultivated its advantageous brands and has taken advantage of the trend to open up new tracks, injecting young vitality into counterattack growth, and also breaking consumers' inherent impression of Meke Home Furnishing.
Not only that, in 2021, Meike Home also strengthened the joint operation of decoration categories and home furnishing brands, and carried out asset light cooperation with dozens of domestic and foreign leading brands such as home appliances, home textiles, art ornaments, cultural and creative products. While purchasing furniture, consumers can also purchase other household furnishings nearby according to their home style. This model meets consumers' one-stop home purchase demand, with sales contribution increasing by 18%.
Behind the improvement of data, innovation is indispensable. Original design and manufacturing capabilities are the core competitiveness of Meke Home Furnishing. Meike Home Furnishing has a national-level industrial design center, which has advantages such as product design, process innovation, and new material development. As of the end of 2021, Meike Home Furnishing has owned more than 3,000 domestic and foreign trademarks and 3,774 authorized patents.
digital empowerment, reduce costs and increase efficiency
In recent years, the cost of raw materials, labor costs and transportation costs in the home furnishing industry have increased, compressing profit margins. If an enterprise cannot effectively promote cost management and improve its risk resistance, it will face huge impacts and may even be eliminated.
Meike Home continues to enhance its internal strength and promote intelligent transformation on the factory side. Meike Home Furnishing has a world-leading production and manufacturing base and an industrial 4.0 standard smart factory. It has the advantages of automatic, flexibility, high efficiency and low consumption, and to a certain extent, it can reduce costs and increase efficiency and buffer the adverse effects of rising costs.
Mic Home Smart Factory robotic arm is working
In Meike Home's smart factory, there is also a special "parts supermarket" that specializes in loading chips and QR codes for product parts, thereby improving production and management efficiency.
It is worth mentioning that in order to quickly reach consumer needs and provide timely feedback on demand, Meke Home Furnishing is also using the direct-to-consumer DTC model on the basis of upgrading its intelligent manufacturing model to build a B2B direct-purchase home furnishing industry cloud platform. reaches consumers through sales channels, collects consumption behavior and preference data, and provides targeted products and services.
A corner of Meike Home Smart Factory
At present, Meike Home Furnishing’s Meke Digital Technology Park in Ganzhou, Jiangxi Province has been put into production, which is also its second intelligent manufacturing base in China. In the future, this base will echo the Tianjin base and Vietnam base, and jointly optimize the supply chain cost structure.
Counterattack is the result, and seeking change is the way out.
Nowadays, from the consumer end to the factory end, Meike Home has formed an "Internet + Industry" model through digital empowerment, adding endogenous impetus to counterattack growth. Faced with the complex and changing situation in the future, Meke Home Furnishing has also set a target for 2022, namely, operating income of 6.8 billion yuan, achieving steady growth. In the future, I believe that in the Mek Cave Academy, we can see more new products that respond to people’s expectations of homes, and bring more beautiful experiences to a beautiful living life.
This article only represents the author's views and does not represent the position of this magazine.
