Seven inventory of the 2010 home furnishing industry

Low-carbon, spike, diversification ... The home furnishing market in 2010 is full of these popular words from beginning to end. This aspect shows that the home furnishing industry keeps pace with the times. At the same time, you have to have some actual content or differentiated things, otherwise a gust of wind blows, and the gods are all floating clouds.

Most typical

The industry's low carbon is coming

Phenomenon review: After the term "low carbon" was proposed by the two associations, at a time, each home furnishing company had made an appointment. To display the "low-carbon" sign, companies seem to be happy and go forward, fearing that they will lag behind others in "low-carbon". There are endless stream of publicity topics about "low carbon", but few home furnishing companies that can come up with real low-carbon products and can make real carbon reduction commitments are few in the morning. When individual home furnishing companies really make a difference in low carbon, they are overwhelmed by the mistrust that their peers have created for consumers.

Jinghua Comment: Like "black silk (socks)", it was fashionable when it first came out. When the girl on the street dared to wear it no matter how thick the legs, it became aesthetic fatigue. Behind the trend is Jiang Lang's talent in marketing planning. "Low carbon" was originally a good thing that benefited the country and the people, but the premise is to make it real, not just yell "Wolves are coming".

The most intense

The size of the security room

Phenomenon review: The country's regulation and control led to a chain reaction caused by the sharp decline in the transaction volume of commercial housing, which made the "oil and water" of the home improvement market in 2010 really limited. After Songjiazhuang and Changying districts started to deliver large amounts of affordable housing and two-restricted housing, this piece of chicken rib market, once regarded as a few drops of oil, has become a fierce battlefield for many home improvement companies. The price of the package tailored by the home improvement company to protect the room has reached new lows. The sincere decoration and decoration package is 17,800 yuan. The lowest price of the "clearing materials" package launched today is only 11,800 yuan. Companies such as Zhou also put down their bodies and joined the fight.

Jinghua Comments: Due to thin profits, high customer requirements, and fierce competition, although the affordable housing market is not small, it is not easy to take advantage of it, regardless of the strength of the original brand. Divided soup is probably just "a trip here". In the process, some companies took the opportunity to strengthen their management, fine marketing, and improve services. For home improvement companies, they can make a living, and they are also a good thing for consumers.

The most spectacular

The store will expand to the end

Phenomenon review: Although the market is a bit weak, the home furnishing market in 2010 is still a sound reinforcement. In addition to continuing to race in the foreign market, giants such as Home of the House and Red Star Macalline have opened new stores in Beijing: Home of House has opened a flagship store in the Lize area, which has expanded the collection of Oriental Huimei. The sphere of influence of the river area; Red Star Macalline opened the "airport-style" TOP MALL model store in the North Fifth Ring Store, and the West Fourth Ring Road and East Fourth Ring Store were re-installed after grand opening. The veteran Wanjia Lighting City also completed the investment promotion of Shahe New Store and started business this year. For the surrounding areas of Beijing, the stores are also eyeing. There are two red stars and Jimei in Tianjin alone. Honghe, which was originally the main local brand of home furnishing, also let Red Star take the lead.

Jinghua Comments: For Beijing, the home store has already had the "October Besieged" posture. Judging from the current deserted and sparsely populated stores, people can see whether the current market consumption capacity can carry the expanding store. Can not help but doubt. Such doubts may be in the mind of each store, but in the face of the strong impulse of other stores to seize the mountain, expanding and not expanding has become a dilemma.

The most exciting

North and South Furniture Brand Challenge

Phenomenon review: The convention of "home decoration looks at Beijing and furniture looks at Guangdong" has been broken in recent years, especially this year. In the spring of 2010, at the Guangdong Furniture Fair, which had the most concentrated audiences and the most influential industry in the industry, Beijing Furniture came to an unprecedented collective appearance and won praise from the industry. On September 25, Jingpai Furniture also established an enterprise alliance. On May 1 this year, the "Beijing First Guangdong Furniture Culture and Arts Festival" co-sponsored by the Guangdong Furniture Chamber of Commerce and the Beijing Market Association Home Furnishing Branch organized the Guangdong Furniture Group to hold a large-scale promotion in Beijing Battle in the ring.

Jinghua Comments: For the "Guangdong Furniture" reputation, the current "Jingpai Furniture" is still in the "concept" stage. How can this regional brand really be as popular as "Guangdong Furniture"? It takes more time. And effort. Whether it is Beijing furniture going south or Guangdong furniture going north, as long as it is not the vicious competition that the east wind overwhelms the west wind, from the perspective of the overall furniture market, it is worth encouraging. Because it can cultivate regional brands, drive the development of a wider range of furniture brands, improve the overall development level of the region, and also allow consumers to enjoy better products and services.

most common

Home improvement, no one, no set meal

Phenomenon review: Among the 12 mainstream brand home improvement companies, only the package business is left, namely Yefeng and Dongyi Risheng. In 2010, the package market was competing for the "Liaoyuan" trend. Yuanzhou and Kuoda, which have always been reserved, also joined the package battle this year. The Asiana who originally insisted that it will not participate in the competition finally launched the "5S home" package product. The package products of various companies are also in a variety of styles this year. Many companies have issued the slogan of "zero addition", which has really incorporated EG sheet into the package system, and "Seven Surname Yao" even started to make ultra-low-cost ones. The partial decoration package, the subtext of these measures is to scream to consumers-"I am the cheapest", and the most damaging price war is again sullen.

Jinghua Comments: A few years ago, home improvement companies were competing to promote the high brand, "competing upstream", making packages is considered a loss, and this year companies are no longer reluctant to feather, and have entered the package market. For companies that have mastered the rules of the package game, it may be better for everyone to lift the sedan chair, but for companies that are not good at this, comparing their own strengths with others ’strengths is not a profitable future. It is known that the brand image that is finally cultivated may become unrecognizable. Facing the prosperous home improvement market, home improvement companies may need to think more about how to avoid naked swimming.

The smartest

Diversified management becomes a trend

Phenomenon review: In the eyes of many consumers, the icon = floor is a very certain equation, but this equation is not true this year. Replaced by "Icons = Floor + Overall Wardrobe + Wooden Door". Relying on its advantages in raw materials and sales channels, Shengxiang bloomed many branches this year, launched two sub-brands of Mei Shi overall wardrobe and Hemu doors, and also launched bamboo flooring in addition to laminate flooring. Sacred Elephant is not a pioneer in this respect. Europa has begun to enter the overall wardrobe industry three years ago, and this year it has fully entered the kitchen appliances and wardrobe business. In addition to the home improvement system, Shichuang also created furniture and wooden door brands last year, and this year launched its own cabinet products.

Jinghua Comments: With the overall development of the home furnishing industry, the strength of some companies has increased, and the urge to expand profits has made the expansion of product lines and the development of a multi-brand overall home furnishing strategy a trend and trend. For the home market, which is not particularly mature at present, some big brands are involved to play the "catfish effect", which can promote the industry's standardized development in the process of industry reshuffle. Although the process will be a bit painful, the result will definitely be better. However, it is also necessary to be alert to home furnishing companies with expansion ideas. It is absolutely undesirable to rush into new fields. Grain and grass preparations are the right time to take advantage of the original advantages.

Most trendy

Promotion main network concept

Phenomenon review: Facing the dull situation, the home furnishing industry had to shout loudly in 2010 with the help of sales promotion. After learning the president's signing from the home appliance industry, this year's home furnishing industry has chosen to steal more from the Internet, spikes, online group purchases and other means are frequently borrowed. At the beginning of the year, Cobb began to use Taobao's online "second spike" to auction low-priced products to promote cabinets. Qu Mei was a big hit on the Internet. In June, it launched the "World Cup Fan Carnival City" spike event, launched in July "Ten thousand people bargain for Quyi Group" large-scale group purchase activity.

Jinghua Comments: The home furnishing industry borrows these online promotion methods to "low price" as the appeal, we do not know the specific effect. Group-buying websites have risen rapidly in a year, but the increasingly brutal price wars between them have made many websites have been struggling, resulting in fewer and fewer profits from merchants using this platform for promotion. When borrowing these methods in the home furnishing industry, should we also refer to the lessons of the group buying website?

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