2011 has passed, and throughout the country, the home industry is chilly, even in the case of large nodes, the Xiaoyangchun situation is like a short-lived. According to relevant statistics, compared with the whole year of 2010, the overall profitability of the home improvement industry in 2011 fell by about 40%. For the local market, the change seems to be a "winter" medicine that every family must strive for every second.

Integrating resources, big homes, red debut

While expanding new sales channels, integrating resources to make the industry bigger, it is another big deal for home enterprises this year. Since last year, the concept of “pan-home” around “whole home” has affected almost all sub-sectors of the home furnishing industry. Whether it is ceramics, sanitary ware, cabinets or furniture, major brand manufacturers have begun to integrate resources to create and Personalized "whole home" that matches the brand's attributes. At present, the decoration, together with building materials, home appliances and accessories, has opened up a thousand square meters of “big home”; urban people have joined together with home appliances, stores and building materials brands to hold many group buying activities; Dongpeng Ceramics and Siemens Home Appliances “East and East”, creating The emerging marketing model of the home industry and home appliance industry alliance; at the same time, home furnishing companies are also infiltrating into other related industries, such as the European cabinets began to get involved in kitchen utensils, Lehua ceramics began to get involved in the wardrobe.

To create a complete industrial chain, cross-border, custom, home shopping malls have also set up entertainment and catering, regardless of manufacturers or businesses, are advertised to provide customers with a full range of home life consumption services. However, many people firmly believe that the prospect of this road is bleak: "The "one-stop" shopping concept captures the consumer psychology of buyers seeking convenience, but the specialty of the industry, only a brand can only create a product with professional advantages. Involved in his domain. The overall home can only serve consumers better through a convenient one-stop shopping concept on the basis of brand consolidation."

Cost increase e-commerce outcrop

Many people in the industry regard this year as the first year of e-commerce development in the home industry. Sohu home, Taobao home shopping mall landing, actually home, Red Star Macalline, Daming Palace building materials and furniture city and other traditional stores also began to test the water and electricity business, TATA wooden doors and other domestic first-line building materials, furniture, home appliances, home textiles, lighting brands have joined. After several years of waiting for e-commerce, more and more home furnishing companies are eager to try and embark on the e-commerce journey.

“As consumer groups are more focused on the convenience and speed of e-commerce, many large brands and stores have already taken a fancy to this potential market. In addition, this year’s local home furnishing industry has experienced many tests such as property market regulation, raw material price increase and competition upgrade. Although the entire industry has not been greatly affected, the profits of enterprises are constantly being compressed. In such a large environment, finding new channels has become the most urgent need of many enterprises. Especially for all kinds of home stores, not only help Building materials companies digest some of the price pressures, but also think about how to go against the trend. So it seems that home enterprises to e-commerce seems to be a good choice." Dam Ming Palace Building Materials Home City told reporters.

It is understood that some of the first-tier cities in China have opened up online sales channels, online and offline sales are quite mature, to a certain extent to meet consumer shopping habits, and received a lot of praise, the development prospects are very optimistic. In the local market, although this marketing model has not yet been promoted, there is already a large-scale integrated store that is actively preparing for it. The shopping site of Daming Palace Building Materials Home City is already in the process of debugging. The executor of the online mall once said: “The diversification of home sales channels is becoming more and more obvious. Non-traditional sales channels such as B2C e-commerce and online group purchases have already appeared in the sales of household products. The online platform is integrated with online and offline stores across the country. It not only saves the cost of social resources, but also improves the service network and improves the competitiveness of enterprises. However, how to use e-commerce as an innovative profit growth point in the home store industry with rental income as the mainstay, how to resist other channels to the home market The squeeze of channel share is becoming one of the core issues of the industry."

Weibo promotion wins a full house

Looking back on 2011, there have been a lot of controversial events, but the microblogging marketing has won a good voice.

In 2011, Weibo became the most powerful communication platform for the Internet, and it also became the most convenient, fastest and most extensive channel for message communication. At the same time, Weibo opened up an effective way for direct communication between merchants and consumers. Many home furnishing companies have also begun to compete for Weibo positions. According to the reporter, Weibo advertising marketing has surpassed blogs in 2011 and has become an emerging window for corporate branding. Many companies set up their own official Weibo, whether it is to post promotional information, hold prize-winning events, or release new products, new fashion trends, or even apologize to consumers, may cause "fans" ", constantly commenting and forwarding to become the best advertising in the enterprise. Many responsible persons of enterprises are actively applying for V or establishing connections with various media, thereby winning the trust of consumers and enhancing the credibility and authority of publicity.

"Weibo can't be underestimated in showing strong social appeal. Every time we do this event, we will post a message through Weibo. The promotion of Weibo is very targeted and has played a very important role in promoting our activities. Positive role. In the past, our designers always asked the customer QQ number, but now they all say "plus microblogging." Long Liang decoration person in charge Dong Liang told reporters.

The popularity of Weibo has established a wider circle of communication. While gaining the majority of “fans”, merchants have also increased their exposure. This requires them to be “clean and self-sufficient” to a large extent. With more forwarding, companies will become more prosperous.

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