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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

最近在和朋友聊到“新零售”这个话题时,忽然发现如今大火的新零售、供应链等热词反映的现象,其实在还没有火起来的时候就已经出现过了,当时它们还没有被贯上这样的新帽子。
 
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.
 
 
 
只不过,阿里最先提出的“新零售”的出现恰好给了缺乏“爆品”的家居行业注入了一道生机,好像打着和它有关的擦边球,就能引起更多的关注。
 
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.
 
 
 
家居产业变革
 
Reform of Home Industry
 
家居产业变革期将至,行业变化将诱发出新的行业趋势
 
With the coming of the transformation period of the household industry, changes in the industry will lead to new trends in the industry.
 
 
 
但回过头来看,近一两年随着“新零售”一词变得火热,家居家装行业也主动拥抱了不少变化,比如线上线下一体化购物、智能化沉浸式场景、场景化营销,还有伴随而来的新渠道建设等等,这些变化都是我们在日常生活中极易察觉的变动,同时也是今天将要重点说明的话题。
 
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.
 
 
 
变化一:智能化趋势愈加明显
 
Change 1: Intelligent trend is becoming more and more obvious
 
 
 
随着改革开放四十周年的到来,从宏观经济上来看,中国经济已经进入了新的常态,并且已从追求数量的发展阶段转变为追求质量的发展阶段,
 
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.
 
 
 
从3月初政府发布的2018年政府工作报告上看,无论是供给侧改革、深入开展中国制造还是推动工业互联网的构建等话题,已经成为了国家层面上的政策导向和工作规划。
 
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.
 
 
 
除了持续促进实体经济转型升级,模式创新、技术创新、智能制造也是被重点提及的内容,并且也成为了2018年以来家居行业较为明显的变化因素。
 
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.
 
 
 
无论是三月份的深圳国际家具展,还是在线下家居建材超市、家居卖场,或是与行业人士聊天的过程中,越来越多的新技术或人工智能被运用到了家居行业。
 
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.
 
 
 
不光是家居展会上的智能家居产品展示、智能马桶、智能门窗,还有实体店面里的VR设备、智慧化门店升级、新型机器人,都在向我们证明智能化和多元化产品呈现方式的到来。
 
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.
 
 
 
从这个角度上来说,智能化不只是一种正在发生的行业变化。随着5G时代的加快到来、新技术的快速落地,想必在未来,它还会成为越来越被企业加以重视的行业特性。
 
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.
 
 
 
变化二:购买渠道日益多样化
 
Change 2: Increasingly diversified purchasing channels
 
 
 
除了在产品销售上添加了更多科技元素,我们发现,家居家装企业更新或迭代购买渠道的变革速度也在不断加快。
 
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.
 
 
 
比如,早在2016年双十一期期间,苏宁、银泰等线上线下打通商铺数千家,店铺超过了100万家。与此同时,阿里巴巴为了赋能中小商家早在2016年就已经产现了线下6万家门店全面实现电子化。
 
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.
 
 
 
而这股线上零售的潮流在近两年来也不断蔓延至家居行业,其中一个证明就是如林氏木业、TATA木门、罗莱生活等品牌在经过几年的线上线下联动推广之后,已经拥有了维持稳定的家居电商市场份额。
 
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.
 
 
 
这其实说明了一件事实——即传统线下品牌的互联网化转速已然加速,甚至如亿欧智库发布的行业报告中所说——传统家居企业拥抱互联网化转型升级成功。
 
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.
 
 
 
另一方面,根据观察,现如今,越来越多家居家装企业在线上官网或公众号、App展示上采用了二维或三维家居场景展示,借此摆脱图纸或图片单一且粗糙的视图效果,这则是家居产品视觉化升级的一种体现。
 
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.
 
 
 
我们目前所看到的家居门店智慧化升级是部分家居线下门店对于“新零售”的另类打开方式。与其说这些内容是一种吸引或满足消费者新型需求的手段,不如说是家居企业为了实现线上线下一体化融合的一种尝试。
 
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.
 
 
 
现如今,随着新技术的不断变迁与发展,越来越多科技元素被运用到家居行业中,三维场景将融入到产品的销售与展示当中,以便帮助用户解决产品逼真性不足、室内摆设效果不明显、人与货交付体验较差等问题。
 
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.
 
 
 
在这种背景下,无论是线上还是线下,越来越多的购买渠道将逐步被消费者所接受,家居行业也将随着科技的进步与时代的发展掀起新的变革浪潮。
 
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.
 
 
 
变化三:精准消费被提上议程,场景化营销成大势所趋
 
Change 3: Precision consumption has been put on the agenda, and scenario marketing has become the general trend.
 
 
 
我国的家居建材行业在发展的20多年来,一直没有一家企业实现了行业垄断,就算是借助各地经销商数量的增长实现全国化布局的家居上市公司,也没办法做到全盘通吃。
 
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.
 
 
 
家居建材产业的链条过长、市场过于巨大且无比分散是其中的核心原因,不过还有一个原因在于——大多企业只是在某项业务或某项产品上拥有自己的核心优势,真正能做到一站式服务的企业在早几年之前还为数不多。
 
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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