"The epidemic in 2020 has strengthened consumers' online consumption habits, and new business forms and models such as e-commerce platforms and industrial Internet have a stronger impact on the traditional home furnishing store model." Recently, Zhang Zongrong, vice president of Juran Home Group and general manager of Chongqing Guizhou Branch, said in an exclusive interview with Upstream News reporters that in the post-epidemic era, online and offline integration is no longer a multiple-choice question for home furnishing companies, but a must-answer question. At the same time, under the guidance of policy directions such as the construction of the Chengdu-Chongqing Twin Cities Economic Circle in 2021, Chongqing home furnishing enterprises are likely to usher in a golden development period.
△Zhang Zongrong, Vice President of Juran Home Group and General Manager of Chongqing Guizhou Branch,
Policy orientation: Dual circulation pattern and Chengdu-Chongqing Economic Circle construction continue to deepen
1 During the epidemic, global economic development has suffered a major impact. Faced with the new development background and competitive pattern, my country proposed to "accelerate the formation of a new development pattern with the domestic circulation as the main body and the domestic and international circulations mutually promoting each other." As a major measure to "build a dual circulation pattern", the "Construction of the Chengdu-Chongqing Twin Cities Economic Circle" emphasizes the emphasis on the coordinated driving of the two central cities of Chongqing and Chengdu, and creates an important growth pole and new source of power to drive the high-quality development of the country, bringing major benefits to the development of Chengdu and Chongqing.
Under the above-mentioned large strategic layout, the market prospects of Chengdu and Chongqing carry high expectations from all walks of life. Zhang Zongrong, vice president of Juran Home Group and general manager of Chongqing Guizhou Branch, said that from the perspective of national strategic perspective, the "Chengdu-Chongqing Twin Cities Economic Circle" that has been accelerated in 2020 is at the same level as the early Yangtze River Delta, Guangdong-Hong Kong-Macao Greater Bay Area, and Beijing-Tianjin-Hebei Economic Circle. It is a major national strategy. It shoulders the new mission of building a new pattern and is becoming a new economic growth pole, with development potential and growth space promising in the future.
"Like the Pearl River Delta and the Yangtze River Delta earlier, the development is relatively mature, and the Chengdu-Chongqing Economic Circle is still in a stage of development but not yet mature, so there is great consumption potential to be explored. Among them, Chongqing itself has a complete three major transportation systems, including sea, land and air, and water transportation is more developed than Chengdu. In addition, the country's vigorous construction of the Chengdu-Chongqing Twin Cities Economic Circle, the future development space is even more immeasurable." Zhang Zongrong said.
At the same time, Zhang Zongrong believes that under the construction of a new development pattern, the country implements the strategy of expanding domestic demand, policy dividends continue to be released, the macro environment is improving, and the business opportunities in the domestic sales market are worth looking forward to. In this context, home furnishing companies should also seize this opportunity and actively cultivate the endogenous driving force to promote enterprises to improve their competitiveness and innovation capabilities, and further enhance their competitiveness through the mutual integration and promotion of the dual circulation.
2021 is the beginning of the 14th Five-Year Plan, and 2021 is also the 15th anniversary of JuRen Home’s entry into Chongqing. In the past fifteen years, JuRan Home has witnessed the development speed of Chongqing's city and has also written a chapter of JuRan Home's development in Chongqing. In 2021, under the great policy wind, it will continue to expand its territory. "We have 15 stores in Chongqing, and there are 4 stores under preparation, and will open more than 30 stores in the future. Our development goal in Chongqing is to fill 38 districts and counties in Chongqing." Zhang Zongrong said that as of the end of 2020, there are more than half of the gaps in the Chongqing territory of JuRan Home. For example, Wanzhou, Kaizhou, Yongchuan and other districts and counties have not yet entered, but will cover all 38 districts and counties in Chongqing in the future. This is JuRan Home's confidence in the Chongqing market.
Consumption upgrade: "New Home Construction" drives the quality upgrade of the home building materials market
In 2020, after the Political Bureau of the Central Committee reviewed and passed the "Opinions on Promoting the High-Quality Development of Infrastructure", from the "infrastructure" of road construction and bridge construction to the "new infrastructure" of infrastructure in the field of scientific and technological innovation such as 5G and artificial intelligence, all walks of life are facing a revolutionary development opportunity.
In the home furnishing industry, "new home infrastructure" has also become "hot and hot". Operators, technology companies, smart home brands, etc. are all rushing to build smart homes. Zhang Zongrong extended a term called "new home construction" from "new home construction".
Zhang Zongrong explained that the impact of the epidemic has further released the demand for quality home improvement for consumers, and the trend of consumption upgrading is obvious. One of the signs is "new home construction", that is, new home construction. "Many families now use home products are old or rough. With the gradual improvement of their living standards, they are not satisfied with the existing living environment and have higher requirements for the quality of home life. For example, from traditional toilets to smart toilets, from traditional door locks to smart door locks, they hope to use more technological and cutting-edge home products to have a more comfortable home living environment. Especially the outbreak of the epidemic in 2020 has catalyzed this demand."
Zhang Zongrong believes that as for Chongqing, urban construction is changing with each passing day, the number of old houses in more than ten years is huge, and the market prospects for old house renovation are promising. "New Home Construction" means a lot of market opportunities for home furnishing companies. "Taking the Danzishi in Chongqing Jiangbei District and Nan'an District as examples, we have seen their earth-shaking changes in the process of urban construction with our own eyes, and the consumption space here is huge."
At the same time, the product structure of Chongqing Juran Home Store is also undergoing deep adjustments, and intelligence, soft decoration and customization have become important adjustment directions. Zhang Zongrong said, "From the perspective of user needs and industry development, comfort, intelligence and personalization will definitely form a new consumption trend. If home furnishing stores want to seek long-term growth, they must keep up with market demand and respond quickly to serve consumers."
embraces the cloud: online and offline integration drives new development of stores
Under the influence of the epidemic in 2020, the home furnishing industry has adapted to market changes and strengthened online live streaming to sell goods. For a time, cloud marketing has become an effective way for merchants to seize the initiative, win market share, and resume work and safely.
In fact, before the outbreak of the epidemic, "live streaming" has become a marketing channel for JuRan Home stores across the country. Currently, JuRan Home uses Taobao live streaming as an important live streaming platform. Based on the support of JuRan Home's Tmall flagship store's traffic position in the same city, it has successively created various types of live streaming for traffic conversion.
Regarding the online layout of JuRan Home, Zhang Zongrong introduced that as early as 2018, JuRan Home reached a strategic cooperation in new retail with Alibaba, changing the business model based on physical stores and big data as the driving force, integrating online and offline, and opening up a new retail model in the big consumer field. "Home consumption focuses on experience, long and complex cycles, so offline physical stores cannot be completely replaced online, but we judge that online must be an important position to reach consumers. When all companies cannot reach consumers offline during the outbreak of the epidemic in 2020, JuRen Home showed the advantage of laying out online in advance and gained a lot."
Zhang Zongrong said that during the epidemic, offline business could not be opened during the epidemic, and under the general industry of "grainless harvest", JuRen Home Chongqing stores and merchants in the venue launched online live streaming to sell goods, which brought positive effects to the consumption without leaving home. The live broadcast room was extremely active, and merchants actively participated, bringing vitality and hope to the quiet home furnishing market.
Online live streaming sales opened by various stores in Chongqing has allowed JuRen Home to experience the pleasure and effects of online marketing. Zhang Zongrong emphasized, "The current business logic must be online access and offline experience. Online, we reach consumers by building Tmall City Station, WeChat Mini Program and other channels, and accumulating customers through coupons, live broadcast room benefits, etc., which is actually very effective. When customers learn about the physical product and event information online, they often choose to pay deposit online and pay the final payment after entering the store. At the same time, online and offline experience can also be pushed online in reverse, thereby completing two-way drainage."
Juranzhijia's integrated development path accelerated under the catalysis of the epidemic in 2020, laying the foundation for strong development in 2021. For the home furnishing market in 2021, with the support of favorable policies and the "new home construction" hot topics, Zhang Zongrong is full of confidence in winning: in 2021, Chongqing Juran Home must reach a peak in terms of the number of stores opened and overall revenue.
Source: Upstream News Gathering the power of upward
