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新零售成行业趋势 家居产业变革将至 精准消费被提上议程

发布于:2018-12-12 14:04

Recently, when I was talking about the topic of "new retail" with my friends, I suddenly found that the phenomenon reflected by the hot words of "new retail" and "supply chain" in the fire nowadays had already appeared before the fire started. At that time, they had not been put into such a new hat.
However, the emergence of Ali's first "new retail" just injected vitality into the household industry which lacks "explosives", as if playing the edge ball related to it, can cause more attention.
Reform of Home Industry
With the coming of the transformation period of the household industry, changes in the industry will lead to new trends in the industry.
But looking back, in the past year or two, with the word "new retail" becoming hot, the home furnishing industry has actively embraced many changes, such as online and offline integrated shopping, intelligent immersion scene, scene marketing, and the accompanying new channel construction. These changes are changes that we can easily perceive in our daily life, but also will focus on today. Explanatory topics.
Change 1: Intelligent trend is becoming more and more obvious
With the coming of the fortieth anniversary of reform and opening up, China's economy has entered a new normal from the macroeconomic point of view, and has changed from the pursuit of quantity to the pursuit of quality.
From the report of government work in 2018 released by the government in early March, whether it is supply-side reform, in-depth development of manufacturing in China or promoting the construction of industrial Internet, has become the policy orientation and work plan at the national level.
In addition to continuing to promote the transformation and upgrading of the real economy, model innovation, technological innovation and intelligent manufacturing are also highlighted, and have become more obvious changes in the home industry since 2018.
Whether it is the Shenzhen International Furniture Fair in March, or the online home building materials supermarket, home sales, or chatting with industry people, more and more new technologies or artificial intelligence have been applied to the home industry.
Not only the display of smart home products, smart toilets, smart doors and windows, but also the VR devices, smart store upgrades and new robots in the physical stores are proving to us the arrival of intelligent and diversified product presentation.
From this point of view, intellectualization is not just an ongoing industry change. With the accelerated arrival of 5G era and the rapid landing of new technologies, it is bound to become an industry characteristic that enterprises pay more and more attention to in the future.
Change 2: Increasingly diversified purchasing channels
In addition to adding more technological elements to product sales, we find that the pace of change in the renewal or iterative purchase channels of home furnishing enterprises is also accelerating.
For example, as early as in 2016, during the "Double Eleventh Period", thousands of shops were opened online and offline in Suning and Yintai, with more than 1 million shops. At the same time, in order to enable small and medium-sized businesses, Alibaba has produced 60,000 offline stores as early as 2016 to fully realize electronic.
The trend of online retailing has also spread to the household industry in the past two years. One of the proofs is that brands such as Lin's Wood, TATA Mumen and Lorray Life have maintained a stable share of the home e-commerce market after several years of online and offline promotion.
This actually illustrates the fact that the speed of Internet-based transformation of traditional offline brands has accelerated, even as the industry report issued by Euro Think Tank said, traditional home enterprises embrace the success of Internet-based transformation and upgrading.
On the other hand, according to observation, nowadays, more and more home furnishing enterprises use two-dimensional or three-dimensional home scene display on online official website or public number, App display, in order to get rid of the single and rough visual effect of drawings or pictures, which is a manifestation of visual upgrading of home products.
At present, the smart upgrade of home stores we see is an alternative way for some offline home stores to open "new retail". These contents are not so much a means to attract or meet the new needs of consumers as an attempt to achieve integration of online and offline household enterprises.
Nowadays, with the continuous changes and development of new technologies, more and more scientific and technological elements are applied to the home industry. Three-dimensional scenes will be integrated into the sales and display of products, in order to help users solve the problems of inadequate product fidelity, insignificant indoor decoration effect, poor experience of delivery of people and goods.
In this context, whether online or offline, more and more purchasing channels will gradually be accepted by consumers, and the home industry will also set off a new wave of change with the progress of science and technology and the development of the times.
Change 3: Precision consumption has been put on the agenda, and scenario marketing has become the general trend.
Over the past 20 years, no domestic building materials industry in China has achieved industrial monopoly. Even if the domestic listed companies with nationalized distribution are realized by the growth of dealers in various places, they can not achieve the overall situation.
The core reason is that the chain of home building materials industry is too long, the market is too large and extremely dispersed, but there is another reason - most enterprises only have their own core advantages in a certain business or a product, and few enterprises can really do one-stop service a few years ago.

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