2015 Seven home industry marketing trends

1. The household sector will continue to pick up
2015 for the entire domestic industry is significant year. Starting in 2011, due to the continued regulation of the real estate industry overall, and real estate industry is also closely related to the home "light" putting the word. Whether manufacturers or terminal business, operating conditions there are different degrees of decline, while the "tide receded before we know who is swimming naked," had taken extensive development of domestic enterprises situation even worse. It is gratifying that in 2012 experienced a baptism and adjust the "winter period", with the release of the production and transformation of the way of the real estate rigid demand, strong domestic industry to pick up in 2014, showing strong vitality.
Fu Nanzhi hundred furniture brand director in the "advertisers" magazine interview, said that 2014 was somewhat unexpected good home market. In the beginning of a recession market conditions, many companies have won the opener in the first half, sales have risen over last year. The second half, it is better with some companies even grow 50-80%, hundred of furniture on sales are considerably better with. Thus, the market opportunity is everywhere, business is not determined to see the company, is not a positive enterprise. Surface on the market situation is not ideal, in fact, the industry reshuffle, the real strength of the enterprise can not only survive, but also to turn to overtake, accelerate development.
When "no bad market, only bad brand." General Manager Power Dekor Group Co., Ltd. Planning Department in the "advertisers" magazine interview, says he believes that by 2015, the domestic industry will continue to pick up, competition further intensified polarization trend began to appear, the strong get stronger, the weak-out rate increased, at the same time, with the maturing of new technologies and new media, market segments, emerging brands will continue to rise, growing import brand household products , but still a niche market.
2. Market competition further intensified, more and more detailed industry segments
2014, the domestic industry has experienced a wave of industry as a whole to pick up after excessive and truly enter into a stable development period of adjustment, return to a rational market. Market pick up, so that all enterprises also saw the "dawn", did her best to start a new round to seize the market, market competition will be further intensified.
"Competition is inevitable, who uphold the integrity, quality, innovation, and the truth of household brands will be able to survive in the Ebb Tide." Chen Zhihua, said the industry reshuffle has been talked about for many years, starting in 2011, reshuffle, is a normal market adjustment phase, which is expected to be five to ten years, shuffle necessarily a good thing for the consumer is concerned, the low market counterfeit, energy consumption and efficiency, not pay attention to low carbon enterprises should speed up the elimination, but also consumers a blue sky. Make home shopping more peace of mind.
Nanzhi Fu also expressed the same view. Competition can help clean up the market, survival of the fittest, the strong sense of responsibility of businesses is a good thing. For example, in Beijing Shunyi hundred factories have very modern production environment and equipment, in the furniture production process strictly taken 33 test, no wood dust, production processes Cengcengbaguan, to the final manufactured products are environmentally friendly truly to contribute to Beijing's blue sky. Now the country is not environmentally friendly furniture for rectification or shut down the business requirements, disguised clean up the market environment for responsible enterprises have more market share.
Intensifying competition at the same time, the degree of breakdown of the domestic industry, but also deepening, flooring, mattresses, sanitary ware, wallpaper and other sub-categories have both been the industry's leading brand, size, influence is expanding. In addition, many brands have begun against 80,90 younger age groups, the introduction of new fashion to meet their needs.

3. The channel sink trend is clearly
With a second-tier city market increasingly saturated, the demand is in the process of urbanization in the four-tier cities and the surrounding county, township counter increasing. Similar to other manufacturing industries, the development trend of the channel sink is also home business in recent years. It seems in the industry, in 2015 this trend will continue to persist. Data show that in 2013 a second-tier market, furniture sales fell 50%, while sales of low-tier markets but significantly higher. Further high level, high-end market rent, labor and other costs are also Forced home business "flight" an important factor. In order to seek new growth points of interest, many domestic enterprises have been synchronized and housing prices begin to four-tier cities, and even county to sink the economy.
Chen Zhihua said that Power Dekor Group in 2007, the store has been open to the towns, countries are also actively promoting home building materials to the countryside. With the construction of new rural and urban deepening the broad market will be three or four lines of home brands paradise. "Power Dekor will continue to play a 3000 nationwide unified management, the advantages of a unified store decoration services for the consumer, Dekor is on your side." Fu Nan Zhi said that hundred of furniture has always been to increase the number of dealers, past success expanded from first-tier cities to second-tier cities, and now increasing the number of dealers and third tier cities. Hundred furniture to "really German" as positioning, practical, generous, real materials, excellent quality as a selling point, brand appeal of the domestic German furniture first mentioned, has an irreplaceable position in the market .
The gradual decline of traditional marketing, new media marketing into a trend
Promotions, discounts, celebrity endorsements, store "" In the competition has languished in a state of domestic industry, the traditional marketing methods has been difficult to set off an uproar, and even allow companies in a difficult situation. And across the country, the home store closures recently getting worse. Who has the largest domestic local Oriental home building materials supermarket headquarters are filing for bankruptcy, the second-largest building materials retailer Depot announced the closure of all its stores in China, the British B & Q stores in China region will be reduced from a peak of more than 60 to 40 about "" management vacancy, model no innovation, marketing behind it is the source of the pain points.
Right now, with the micro-blog, micro-channel, micro-film and other new media, the prevalence of domestic industry as traditional industries have begun to seek change, whipped up a whirlwind of new media marketing, is refreshed with traditional marketing routine domestic industry. Redstar binding love loving family day home Day theme launched a micro-film, played the family card and the culture card. Li Hao sofa two-dimensional code technology staged a "Peeping" marketing campaign, have achieved remarkable results and super popular.
Chen Zhihua said that the new media is mainly refers to the two-dimensional code, microblogging and micro-channel, and video and vertical portal is called the traditional Internet. For the household sector, new media primarily to communicate with consumers more closely, two-way and precision, this trend has increasingly become an indispensable means to facilitate corporate brand communication, services, management and marketing. He revealed, Power Dekor Group will continue to maintain the 2015 investment in new media, and strengthen management of CRM, the new media and enterprise ERP opened up, the big data marketing letter.
"Blog era and the era of microblogging Xu Jinglei, Yao Chen has gradually become past tense, micro-channel will be popular, more and more industries and businesses will begin to excavate the micro-channel marketing selling point, establish micro official website, by doing service begins, the accumulation of fan popularity, eventually goal is to make branding and marketing. "Fu Nan Zhi said.
5.O2O model will be further developed
"Electricity supplier is a trend, is the current trend, will inevitably lead to changes in circulation. Shun prosper, Nizhe death. For this trend, we can only go to meet him." In the November 5, 2014 is actually on-line conference online , Easyhome Group President Wang Lin Peng said with emotion, "is an important step into e-commerce actually home big home strategy development, but also to follow the development trend of the times."
There are three points: First, the experience, the second is the logistics, the third is service. This is determined by the characteristics of the industry. Why Ikea fear Lynx, because they have tangible improvement store experience, this is not possible on the Internet. As for logistics, to solve the "last kilometer" problem, many brands such as the Lynx two-eleven big winner Lin Wood, take the customer to the dealer from mentioning the strategy, but no doubt increase in disguise inconvenience and customer acquisition cost. Finally, the service, many products need to be customized, such as cabinets, designers need to produce a map site measurement, a cause product can not be online to complete the transaction; and many large pieces of furniture, to home requires assembly, no professional installer then it difficult to complete.
For e-commerce wave of wind and water, whether SMEs or large enterprises, they can not be taken lightly. However, the furniture industry to enter the electricity business has great limitations. Furniture products like clothing and electronic products that have uniform standards and models, size and weight are larger, return is not easy. Pure C2C or B2C are unable to meet customer requirements, O2O model is generally optimistic about the home building industry electricity supplier industry solution.
As the home building materials distribution industry's first high-end e-commerce platform O2O mode, actually online strategy model, business positioning and development planning is also much industry attention. Actually Live general manager Wang Xiaokang said that as Easyhome from "small home" to "big home" strategic step forward in the development of an important part of the online-based Easyhome actually own, relying on existing resources to develop business channels online business , on the basis of blatantly to cut O2O model, by region set up sub-sites, and implementing the "same business entities, the same product, same price, same service," Four of principle, adhere to the joint development of online and offline. Currently, actually north line actually, still house, Lai house, house music for online testing the waters as a first step, the initial build a whole business model of online and offline; expected to achieve all business lines in Beijing, built a sound operating system in 2015; then we will try to cover the promotion of other towns area, gradually laying the industry position of home life quality internet mall. Chen Zhihua believes that the essential characteristics of home building materials industry, is the next-line service online and, in particular, most of the "semi", it is unlikely to achieve pure electricity supplier, thus O2O mode is valued by many businesses become inevitable. Double Fusion, each focusing on a trend. But considering our vast, urban-rural divide; in the next five years, the traditional retail market and fine decoration engineering market is still the main source of profit for most marketing channels and home building materials business.
"For 2015, the hundred, the domestic industry to do electronic business, not open around the topic is O2O, online display line under the transaction is suitable for home business model." Fu South Branch, said, "2015 hundred program has been a breakthrough in the O2O, O2O establish a new official website, as well as the establishment of micro-micro-letter on the official website, which is tantamount to a hundred opened a store 24 hours of no geographical restrictions. When the customer line selected furniture products, we will learn for the first time and invites the customer to the store experience, according to the specific needs of designers to help customers make furniture design drawings issued, and eventually to store signing. "
6. Children's furniture will usher in development opportunities
The second half of 2013, the Third Plenary Session eighteen adjust and improve fertility policy, the "stand-alone" couples second child policy may lead to everyone's attention. The agency survey data show that "two separate child" release is expected to add 8 million newborns in five years. Analysis of the industry, which the baby industry is a huge business opportunity, children's furniture industry will clearly benefit.
In recent years, sales of children's furniture from the point of view, parents on children's health are increasingly willing to pay big bucks to grow products that contribute to, the economic effects associated with the latest generation of fertility policy, children's products in the home industry market share will improved. With the New Deal to promote, together with the international brands have entered the home of our children furniture, children's furniture competition in the channel, the brand will also be intensified. Chen Zhihua believes that children's furniture has always been a leader in the market segments. He believes that companies in the same time to seriously implement the new national standard, should increase design innovative products, innovative style, materials innovation and smart applications.
Fu Nanzhi said Harry hundred wooden children's furniture series has been welcomed by the market, product sales grew steadily year after year. Harry wooden children's furniture can grow along with the children, and many of the details in furniture design are taken into account the safety and humane. For example, all the furniture corners are done sanding, no protrusions to prevent damage; desk height can vary according to the height of children; E0 grade product sheet reaches a minimum, and so allow the release of formaldehyde. Children are the future of the country, to give the give the children the best, from an early age grow up in a safe, practical and healthy environment, which is hundred has been the development of children's furniture
Consider standards.
7. intelligent home will become the mainstream
Work on the road to using a mobile phone instruction, home air conditioning will advance to start-up, you can directly enjoy the warmth of the home; to pry open the door when the criminals broke into the home, the phone to the sensor sent alarm signals and video pictures , the owner can always look through the phone's whereabouts criminals, and immediately send an alarm signal to the security community. "" With the further development of networking and other emerging network technology, this concept has been gradually convenience of life in popularity. Smart home is an important application of networking technology in the home field of the people directly involved and enjoy the spirit of the basic necessities of life, its future market prospects not be underestimated. By 2020, the output value of the smart home will surge in 2010 of 5 billion yuan to 1 trillion yuan, intelligent terminals will increase the market size of 800 billion yuan, an increase of 20 times the Decade leap growth. Smart home huge market cake has attracted many companies have started layout. Currently include the United States, Haier, Hisense and other major air conditioning manufacturers have introduced an intelligent air conditioning, we proposed the concept of human-computer interaction. Whether it is the traditional home appliances air conditioners, vacuum cleaners, rice cookers, washing machines, etc., or rice cooker, Xiaoduwangui and other small appliances, which are constantly improving level of intelligence. China Electronic Chamber of Commerce Deputy Secretary-General believes that 2015 could become intelligent home appliances appliance manufacturers theme.