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作者:admin  日期:2018-12-07 16:02  人气:
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.
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.
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.
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.
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.
Trend 1
Life Scene: From Sales of Single Items to Scene Life Style
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.
Trend two
Channel Fusion: From Cross-Channel to Full-Channel Fusion
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.
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.
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.
Trend three
Subdivision customization: from meeting the basic needs of most people to meeting the improved and personalized needs of subdivision groups
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.
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.
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.


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