In the blink of an eye, more than half of the year 2015, in this year of national stocks, ups and downs, the home industry has also experienced a double world of ice and fire. The "listing trend" here is getting more and more fierce in the home industry, but there is a furniture industry that has undergone bankruptcy restructuring and news of bankruptcy. In the first half of 2015, under the pressure of the overall economic downturn, home furnishing companies are striving to the capital market, “Internet +â€, smart home, environmentally friendly furniture, original design, brand concept, etc., but there are also some companies running in the competition. Lost in the self... How do home furnishing enterprises meet the market competition full of opportunities and challenges? What factors make home enterprises so obsessed with listing? Can home enterprises quickly transform and upgrade in the Internet era? Which companies will become the final winners? Can the industry seize the point from the pain point?
Listing VS collapse
In 2015, it was another year after 2007, and it was a must for the first time. We must talk about the stock market first. On February 17, Hao Laike was listed on the Shanghai Stock Exchange. On March 6th, Fudeli was listed on the “New Third Board†in China. On March 20th, the whole building was listed on the Shanghai Stock Exchange, April 22 Qumei was listed on the Shanghai Stock Exchange. On May 27, Nanxing Furniture of Dongguan City, Guangdong Province was listed on the Shenzhen Stock Exchange. On May 29, Shenzhen Barrons Living House custom furniture was listed on the Shanghai Stock Exchange, June. On the 10th, I liked to officially land on the Shenzhen Stock Exchange. On June 26, the first red star Meikailong of the building materials circulation industry was listed on the Hong Kong Stock Exchange. In addition, Gujia Home, Shangpin Home Furnishings, Piano Cabinets, Gold Cabinets, Jianyi Decoration, etc. also announced IPO pre-disclosure in the first half of the year.
In the last round of bull market, there were only a few sporadic home furnishing stocks. In the bull market that was ups and downs in 2015, home furnishing companies were not only included in the household light industry sector, but also because of the prospects of the sector and the return on investment. The rate is high and has become the target of many investors. In the home industry, only 8 companies were listed in the first half of 2015. This is the first time that a concentrated outbreak has been listed.
Some people are happy, some are worried. On the one hand, large enterprises have become listed on the market, but on the one hand, there have been news of bankruptcy, restructuring, and bankruptcy. In May of this year, Guangzhou Zhuozhu Furniture, which has a 23-year history and is famous for its fashion design, blindly expanded its direct sales sector, resulting in heavy debts. Eventually, due to cash flow interruption, it declared bankruptcy and reorganization, causing a smash in the industry; at the end of May, Dongguan City The two furniture factories that have been in operation for more than 10 years have successively declared bankruptcy; soon after, a furniture factory in Chashan Town, Dongguan City has also “closed the doorâ€.
On the one hand, the tide of bankruptcy has been on the rise, and the listings have been successful. The polarization of the home manufacturing industry has become more and more obvious. Experts pointed out that for home furnishing companies, listing is not only a process of financing, but also a process of continuous cost. More and more home furnishing companies are now listed or listed, which means that the competition in the industry is becoming more intense. At this point, home furnishing companies should not blindly follow the trend, but should see their own positioning and status quo, and choose the direction that is suitable for the development of the enterprise.
"Internet +" VS store
Standing at the guise of "Internet +", the home industry really "flyed". On March 5, Premier Li Keqiang first proposed the "Internet +" action plan in the government work report. Under such a policy background, the e-commerce winds are getting hotter and hotter, not just home, but also all walks of life, "Internet + "This is undoubtedly one of the hottest keywords this year. Internet, feng shui, "Internet +", micro-business... This series of vocabulary impacts the minds of every home industry practitioner all the time. On March 8th, the Real Home announced the launch of the O2O online and offline integrated service platform, driven by design, providing consumers with online and offline omni-channel services with mobile Internet as the link; Gujia and Tuba rabbit cooperation, calling resources The development of O2O hopes to share the Internet development dividend with dealers.
Under the influence of the Internet tide, many home furnishing companies are doing "Internet +", but the main way is to sell home products through online platforms such as Tmall and Jingdong. Despite the rapid rise of e-commerce, the current sales of furniture products in the e-commerce channel is still insufficient. Moreover, from the current online and offline combination mode and the long-term perspective, the rise of e-commerce seems to be unable to shake the status of the traditional model in a short period of time.
In fact, the "Internet +" road is not good. "China Green Times" reporter learned in the interview that because home products are mostly large, the quality of online shopping is difficult to grasp, so many consumers will choose traditional physical store consumption; "post-80s" and "post-90s" young people feel Online shopping is convenient, cheap, and more enjoyable online. A person in charge of the sales department of a home store told the China Green Times reporter that "Internet +" is not just a store that can sell goods, and it requires a lot of changes in institutional and strategic positioning. From the offline to the online, it takes a long process, it is naturally difficult, and it is not easy to do e-commerce, but it is because it is not easy, it is the business opportunity.
"Internet +" is destined to be different from the traditional. If the traditional marketing model wants to attract people, then the location is always the primary factor. If the e-commerce adopts the online and offline combination, the online can be used for offline drainage, then the store location is no longer Important; not only that, online, product display and product style issues are not limited, can greatly reduce operating costs, but also make its products more price competitive. In general, online is the understanding of the service before the purchase, offline is the feeling of service purchase, because consumers mostly believe that seeing is believing, so the online and offline is objective, as the industry to use an inclusive heart to go For e-commerce, online is the trend, offline stores will not disappear. In the future, online and offline will differentiate and coexist.
Plain VS lively
In 2015, it was quietly over half, which was different from the previous “soundsâ€. The relevant person in charge of the home store evaluated the performance of the first half of the year as “flatâ€. The data showed that the National Building Materials Household Climate Index (BHI) was 100.35 in May, up 0.77 points from the previous month and down 9.18 points year-on-year. The cumulative sales of building materials stores above designated size in the first five months of this year was 406.2 billion yuan, down 4.82% year-on-year. Industry experts said that the current home furnishing industry has entered a period of deep adjustment, and opportunities and crises coexist.
According to Zhu Changling, chairman of the China Furniture Association, in the first quarter of 2015, the national furniture industry's main business income was 163.987 billion yuan, a year-on-year increase of 9.64%. The year-on-year growth rate continued to narrow, which indicates that the development of China's furniture industry is shifting from high-speed growth to medium-high speed. As the market competition has entered a mature stage, consumers are also becoming more rational. It is difficult for the store to present a hot scene of shopping as before. A person in charge of a home store said that “there are so many consumer demands, and each store has been formed for so many years. With its own fixed consumer base, there is no big increase in demand, and there is no breakthrough in performance."
Although the market is dull, it still does not block the enthusiasm of the major supermarkets. Insiders said that the store has now entered the mode of full-person marketing. Different from the blasting marketing that everyone has been pursuing in previous years, this year's store has played a new trick: Red Star Macalline launched its first home crowdfunding project, consumers can not only buy the corresponding products at a lower price, but also consume behaviors. Become an investment; actually the home of the family actually use the WeChat and other media to play the "grab red envelope" war, as long as the participating consumers can get a "315" yuan cash coupon, invite friends to participate, the highest can get " 888" yuan cash coupons; Jimei also used the Jimei website to carry out many online online rushing coupons. It is reported that in August, Jimei will also hold a 10,000-person blind date.
The reason why playing so many tricks is nothing more than attracting consumers. Insiders explained that the home industry's long-term discounts, sweepstakes, gifts and other promotional means are becoming less attractive to consumers. Innovative marketing can not only make consumers increase the fun of buying, but even gain profits without shopping. In addition, some industry professionals pointed out that now "post-80s" and "post-90s" have become the main consumers of consumption, using WeChat and other means to promote, more able to cater to their needs.
In 2015, half of the past, the dull market performance can not help but feel uncomfortable. All staff marketing has become the theme of this year's major stores. Intensively cultivate the existing store business, expand the revenue field, and make the Beijing store a diversified development trend. On the other hand, established companies are also actively changing their brand image and embracing the main force of young consumers. According to industry insiders, the positive effects of the upstream real estate new deal in the second half of the year will be gradually transferred to the home furnishing industry, and sales will increase significantly.
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