Home consumption opens omni-channel shopping mode
Our reporter Guo Jingyuan
Meike Home Furnishing has come to Tencent to explore digital marketing, and Qu Me Home Furnishing has married JD.com to transform the store format. Online and offline integration is continuing to inject new impetus into consumption upgrades.
Not long ago, the first offline self-operated store of Fusenmei Home Furnishing Co., Ltd. opened. It will use a combination of online and offline methods for promotion, payment and sales to create a "offline replicable, online sales nationwide" New retail model for home furnishings.
When the traditional home furnishing industry goes online, consumers can "buy the whole country" at home.
So, will the experience of online consumption be better than offline consumption?
At the 2020 First Home Furnishing Quality Development Conference held a few days ago, experts reminded one after another that online home retailing should not "change soup without changing medicine". In addition to bringing convenience to consumers, the most important thing is to improve quality.
"Since the outbreak of the new crown pneumonia epidemic, people's consumption concepts have undergone three changes: one is to consume more rationally, the other is to pay more attention to cost performance, and the third is to pay more attention to health and safety. In other words, they pay more attention to quality when buying goods. Zhuang Congsheng, vice chairman of the China Civil Chamber of Commerce, believes that the home furnishing industry, which has always been known as a "big industry, small business", urgently needs to establish brand awareness. On the one hand, it can provide consumers with quality assurance and on the other hand, it can also satisfy consumers' psychological needs. Expected.
From the demand side, more and more consumers are pursuing omni-channel shopping experience.
However, many merchants simply define new retail as opening large stores online and using the Internet to attract customers online, so as to achieve integrated online and offline operations and convert traffic into visible orders. This view is obviously relatively superficial.
Whether the research on consumer psychology and demand is in place, whether it can achieve accurate customer acquisition, and whether it can meet the diversified consumer demand, these are issues that the home furnishing industry needs to think about carefully.
"The homogeneity of traditional home furnishings can no longer meet the diverse consumer needs of consumers. Personalized customization according to market needs and customer needs will be the general trend." Zhuang Congsheng said that the benefits of big data to the home furnishing industry are massive amounts of data. Storage, cross-border data integration, accurate push marketing and prevention and control of unknown risks.
Relying on the data dividend, the home furnishing industry has entered an era of high quality, diversification, and intelligence. Traditional styles, efficiency and quality must be optimized and improved.
At present, more and more home furnishing companies are deeply engaged in user experience and operational efficiency.
For example, Orange Home Decoration accelerates online marketing, with the help of the home cloud design platform, through the development of personalized customized services such as online design, allowing consumers to participate in scenes and service creation links, and develop healthy and safe new products with designers to improve services Experience and take the road of co-innovation with consumers.
"Now, our entire marketing department and design department are involved in the design. With the help of cloud design software, we use the advantages of the Internet to establish benign communication with customers and provide new online marketing models." General Manager of Foshan Xinhai Jialan Sanitary Ware Co., Ltd. Zhang Aimin said.
Whether it is a self-contained or customized enterprise, or a new retail or supply chain field, once practitioners in the home furnishing industry believe that all business models should give priority to "selling logic" rather than user value, they are bound to face a more severe market test .
"The home furnishing industry is shifting from extensive quantitative growth to a refined inventory improvement. In addition to the industry’s development to a certain scale, it needs to adjust itself, people’s consumption levels and consumption concepts are improved, and life needs are diversified and deeper. The expansion of consumption at different levels requires the home furnishing industry to accelerate its transformation and upgrading.” Economist Ji Xiaonan said that with the advent of artificial intelligence and 5G, in the future, the overall transformation and upgrading of overall homes, green homes, and smart homes will lead the development of the home furnishing industry. The two-way grasp of channels and services will also redefine home quality.