当前位置: 主页 > 新闻动态 >

私家侦探

联系我们

联系人:

手机:

固话:

地址:

新闻动态

数字时代中国的家居新零售将会呈现五大发展趋

作者:admin  日期:2018-12-07 16:02  人气:
数字时代的家居新零售将迎来全新的生态体系,即以消费者为核心,以场景为入口,通过复合的产品服务及融合的触点带动C2B供应链,满足消费者对于理想家庭生活的诉求,并延伸至其他相关行业。
 
New home retailing in the digital era will usher in a new ecological system, that is, taking consumers as the core and scenarios as the entrance, driving C2B supply chain through composite product services and integration contacts, meeting consumers'demands for ideal family life, and extending to other related industries.
 
 
 
我们认为,数字时代中国的家居新零售将会呈现五大发展趋势,品牌商应及时把握新趋势, 适时提升相关能力。
 
We believe that in the digital era, China's new home retail will present five major trends. Brand merchants should grasp the new trends in a timely manner and enhance relevant capabilities.
 
 
 
 
当前的家居新零售生态圈存在着很多痛点,而且中国家居新零售生态规模大、增速快。
 
At present, there are many pain points in the new home retail ecosphere, and the new home retail ecosphere in China is large in scale and growing rapidly.
 
 
 
2016年,中国家居新零售品牌商和服务提供商的市场规模接近5万亿元人民币,2015—2016年增速高达8%,无论从市场规模还是增长速度上,都远超欧美市场。
 
In 2016, the market size of new retail brand and service providers in China is close to 5 trillion yuan, and the growth rate is as high as 8% from 2015 to 2016. Both in terms of market size and growth rate, they are far ahead of the European and American markets.
 
 
 
同时中国家居新零售领域后端的网络渗透率与欧美不相上下,2016年后端家电线上渗透率已达约20%,略高于欧洲市场(14.9%),与美国市场(19.2%)相当。在前端家装和建材的线上渗透率反而不高,目前只有约8%,相较于欧洲(9.2%)和美国(15.4%)有着更大的发展空间。
 
At the same time, the network penetration of the back-end of China's new home retail sector is similar to that of Europe and the United States. In 2016, the penetration of the back-end home appliances has reached about 20%, slightly higher than that of Europe (14.9%) and the United States (19.2%). On the contrary, the online penetration rate of front-end home furnishings and building materials is not high, at present only about 8%, compared with Europe (9.2%) and the United States (15.4%) has greater development space.
 
 
 
但和成熟市场相比,中国家居新零售生态圈仍较为混乱、缺乏规范。为避免被骗,消费者被迫花费大量时间学习装修知识。对于不爱DIY的中国消费者来讲,最大的痛点是在冗长消费历程中不得不亲力亲为。而对于品牌商来讲,最棘手的问题之一是面对知识匮乏、鉴别好坏真伪能力有限的消费者,如何在以低频交易为特性的行业和鱼龙混杂的市场中脱颖而出。
 
However, compared with the mature market, China's new home retail ecosphere is still more chaotic and lack of norms. In order to avoid being cheated, consumers are forced to spend a lot of time learning decoration knowledge. For Chinese consumers who do not love DIY, the biggest pain is that they have to do it themselves in the long process of consumption. For brand companies, one of the most difficult problems is how to stand out in the low-frequency trading industry and the mixed market of fish and dragon in the face of consumers who lack knowledge and have limited ability to distinguish good from bad.
 
 
 
趋势一
 
Trend 1
 
 
 
生活场景——从销售单品向场景化生活方式渗透
 
Life Scene: From Sales of Single Items to Scene Life Style
 
 
 
目前,建材、家装、家具、电器等本土品牌商仍以销售产品为主,但向生活方式渗透的转变已经开始。在此过程中,“生活方式至上”会成为切入的关键词,即品牌商通过打造和宣扬某种领先的生活理念,对消费者产生影响,进而引起他们对相关产品的关注。而在生活方式的传达手段上,品牌商往往采用现实和虚拟场景给消费者带来直观感受,体验成为购买的主要决策因素。
 
At present, building materials, home furnishings, furniture, electrical appliances and other local brands are still mainly selling products, but the transformation to lifestyle penetration has begun. In this process, "lifestyle first" will become the key words to cut in, that is, by creating and promoting a leading concept of life, brand merchants will have an impact on consumers, and then arouse their attention to related products. In terms of lifestyle communication means, brand merchants often use real and virtual scenes to bring consumers intuitive feelings, and experience becomes the main decision-making factor of purchasing.
 
 
 
一些电商平台率先做了不少有益的探索。在对销售数据进行分析的基础上,勾勒出用户画像,围绕着户型等关键信息,针对代表客户群体的生活方式和诉求,在线下体验店推出场景搭配,将低频的家居消费场景嵌入高频零售场景之中。例如银泰与天猫联合打造的生活美学馆,通过设置线下体验区和场景展示区等实景,打破品牌区隔,为消费者创造浸入式购物体验。我们也看到, 一些品牌商、渠道商如红星美凯龙,已经加入到运用VR和3D建模技术构建虚拟化家居场景的队伍中。
 
Some e-commerce platforms have taken the lead in many beneficial explorations. Based on the analysis of sales data, the user portrait is outlined, and around the key information such as household size, aiming at the lifestyle and demands of representative customer groups, online experience stores introduce scene matching, embedding low-frequency household consumption scene into high-frequency retail scene. For example, the Life Aesthetics Museum jointly built by Yintai and Tianmao breaks the brand gap and creates immersive shopping experience for consumers by setting up off-line experience area and scene display area. We also see that some brand and channel merchants, such as Red Star McLaren, have joined the team of using VR and 3D modeling technology to build virtual home scenes.
 
 
 
趋势二
 
Trend two
 
 
 
渠道融合——从跨渠道走向全渠道融合
 
Channel Fusion: From Cross-Channel to Full-Channel Fusion
 
 
 
中国消费者习惯于跨渠道的主动跳转。以家电行业为例,93%的受访者是全渠道消费者。从需求端来看,2017年追求全渠道的无感跳转购物体验的消费者越来越多。
 
Chinese consumers are accustomed to active jump across channels. Take the household appliances industry as an example, 93% of the respondents are full-channel consumers. From the demand side, in 2017, more and more consumers are pursuing the whole channel of senseless jump shopping experience.
 
 
 
实现全渠道最根本的技术支持是物联网与智能家居。我们认为,智能家居即将进入全网互联阶段,互联网平台最有可能成为统一接口,助力全网互联的实现。同时,智能家居推动未来触点向家庭延伸,在非传统零售场景建立崭新的消费者触点,全方位地渗入消费者的生活。门店物联网技术也将推进线下行为的数字化获取,从而实现个性化营销。
 
The most fundamental technical support to realize the whole channel is the Internet of Things and smart home. We believe that smart home will soon enter the whole network interconnection stage, the Internet platform is most likely to become a unified interface to help the realization of the whole network interconnection. At the same time, smart home promotes future contacts to extend to families, establishes brand-new consumer contacts in non-traditional retail scenarios, and seeps into consumers'lives in all directions. The Internet of Things technology in stores will also promote the digital acquisition of online behavior, thus realizing personalized marketing.
 
 
 
实现未来所有门店的全渠道,零售商需要做好如下几件事情:线上线下同一个用户只有一个ID;线上线下同款、同价、统一库存;无论在线上还是线下渠道购买,都可以选择送货上门或门店自取;帮助商家将分离的线上和线下渠道库存统一管理,降低运营成本;通过物联网和云技术集中获取线下数据,并与线上数据打通,统一处理和分析。
 
In order to realize the full channel of all stores in the future, retailers need to do the following things: the same user has only one ID online and offline; the same price and unified inventory online and offline; whether online or offline channel purchase, they can choose to deliver goods to their doors or store for their own purchase; and help businesses to separate online and offline channel stores. Unified management to reduce operating costs; centralized access to offline data through the Internet of Things and cloud technology, and online data access, unified processing and analysis.
 
 
 
趋势三
 
Trend three
 
 
 
细分定制——从满足大多数人的基本需求,走向满足细分群体的改善型和个性化需求
 
Subdivision customization: from meeting the basic needs of most people to meeting the improved and personalized needs of subdivision groups
 
 
 
中国居民的可支配收入持续上升,消费升级推动改善型需求大增。家居新零售主力消费人群“80后”和“90后”则形成了新的细分群体,他们有着某些独特的需求,如由于家中添置二宝,产生了在有限的家居空间里再添置一套儿童家具等新需求。
 
The disposable income of Chinese residents continues to rise, and the upgrading of consumption promotes the growth of improved demand. The main consumers of new home retail, "post-80s" and "post-90s" have formed a new subdivision group. They have some unique needs, such as the addition of two treasures at home, resulting in the addition of a set of children's furniture in the limited home space and other new needs.
 
 
 
品牌商已开始通过各种数字化手段,更快、更准地发现这些细分市场的独特需求,适时推出新品,并和电商平台紧密合作,前瞻性地研究下一季最流行的产品特性,为产品设计提供及时有效的输入。
 
Brand companies have begun to discover the unique needs of these market segments faster and more accurately through various digital means, launch new products in time, and work closely with business platforms to prospectively study the most popular product characteristics in the next quarter, so as to provide timely and effective input for product design.
 
 
 
 
 
如今,定制服务已从家具行业延伸到了相对标准化的家电行业。如海尔推出了由用户定制冰箱容积、调温方式、门体材质和外观图案的定制冰箱,而对于小众但有一定共性的需求,则由用户在众创平台提出需求,设计师认领想法并设计多个样本,再由用户投票选出,
 
Today, customization services have extended from the furniture industry to the relatively standardized household appliances industry. For example, Haier has introduced customized refrigerators with customized refrigerator volume, temperature regulation mode, door material and appearance pattern. For the needs of the minority but with certain commonalities, Haier puts forward the needs of the users on the platform of mass creation. The designer identifies the ideas and designs a number of samples, which are then voted out by the users.

下一篇:亚马逊AWS费良宏:人工智能未来有三个发展趋势

上一篇:三部委联合下发电价政策 未来光伏行业有望回暖

信用资质