Doing furniture and building materials business, billions of head brands, tens of millions of small and medium-sized companies, is there any need to seriously understand the new retail?
For the new retail business, there are at least two opposite views in the home industry:
One group believes that it is necessary to actively and actively embrace, understand, and use it. Among them, Qiankun is quite energetic and may lead us to win the hard work of the second venture.
Another faction thinks that it is purely the concept of Ma Yun playing, finding the way for e-commerce, and fooling everyone to follow his rhythm. Since Ma Yun said, other people can not fall behind, Liu Qiangdong, Lei Jun, Zhang Jindong and other heroes, can not fall, and come up with their own unique secret skills. In fact, it is just a concept. The follower may be harvested as a leek.
The suggestion of large-scale research is that you may wish to calm down, be humble, and carefully examine the changes that are taking place in furniture buyers, as well as the changes in the way furniture is retailed. Let’s take a look at what we are talking about when we talk about new retail, what we are advocating, what we are pursuing, and then judge.
01, What is the new retail
I have made a comprehensive interpretation of the new retail, thinking that the correct posture It should be like this:
1It is a concept, it is not ruled out that Ma Yun is trying to rebuild new profit points and new outlets in addition to e-commerce. The new concept is used to infiltrate the planned platform for Alibaba’s retail outlets, Tmall stores, unmanned stores, and various intelligent equipment.
2It may even be a false proposition, retail has never stopped the pace of innovation, and every time there is always a new retail trend Tools, strategies and strategies, why bother to make a “new retail”.
This phenomenon can be understood, such as high-end manufacturing, new economy, new finance, new marketing and other concepts, is not the same routine, but more important, the new concept does bring some New changes. If you can seriously look at some new retail cases, you will actually have some insights, and learn from the nutrients we can use, and there is no need to entangle it is the concept that Ma Yun deliberately created.
3It is a kind of thinking, which requires us to deeply cultivate several kinds of thinking in the retail practice: user thinking, brand thinking, unbounded thinking, all Network thinking, scene thinking, custom thinking, data thinking, etc., with users as the core, operating users; maintaining dynamic and innovative thinking, continuing micro-innovation, even subversive innovation, using new retail techniques, deploying new retail Tools to incubate new formats.
Does traditional retail without these thinking? There are also, but most of them are relatively shallow, floating on the surface, without solid grounding, let’s take the user’s thinking. In the past, everyone emphasized that the customer is God, the smile service and standard service that implements eight teeth, and more is to build a customer relationship. Management system, occasionally a customer care activity.
The current user thinking, the traditional approach is standard, you have to think about how to turn users into fans, willing to spread, willing to take the initiative to buy your new products, willing to circle him People in it recommend, and you have to design a mechanism to reward fans.
4It’s a tool that uses new technologies and tools to increase retail efficiency, improve customer experience, and optimize operational costs, including big data technology, sensors, Mobile payment, smart vending machines, RFID radios, 3D space rendering software, unmanned technology, VR virtual reality, etc. There are many tools out there that were not available before.
5It is a method that implements consumer identifiable and personalized services based on data, improving the effectiveness of site selection and selection; based on data Realize accurate product production, accurate recommendation and precise marketing, reduce communication and transaction costs, and reduce consumer decision-making costs.
6It is a new retail format, including multi-format cross-border and mashups, unmanned stores, smart stores, innovative theme stores, etc., rich formats Improve customer experience and increase customer conversion rates.
And in the specific landing strategy, I summarized 21 kinds of styles, including: C2B customization, self-media retail, side-by-side buying, micro-business, new outlets, new services, super IP, format cross-border mix and match, consumer finance, new scene retail, consumer, community retail, data driven, fan operations, crowdfunding retail, and more.
As far as the furniture and building materials industry is concerned, most of the 21 kinds of styles mentioned above have appeared, but many styles of play are still in their infancy, and only some head brands or innovative brands are trying. It is not as popular as mature retail strategies such as opening stores, entering stores, practicing speech, entering the community, engaging in alliances, and bargaining activities.
From the action of some typical furniture and building materials brands, I found that there are several obvious main lines. You said that it is retail innovation. I said it is new retail, but it is obvious. Change has happened:
1, according to the offline shopping data, identify the characteristics of the surrounding customer groups, to provide support for the location of the store.
2, renovate existing stores, increase the area, and enrich the format.
3. Deploy tools for improving customer experience, such as 3D scene roaming, VR experience, cloud shelves, etc.
4, online and offline linkage, build O2O closed loop, push O2O stores.
5, set up a special team to operate the public number, headline number and other self-media, use the media to absorb powder, and transform customers.
6, small programs, micro-stores and other sales channels have been included in some of the new channel plans for furniture brands.
02, Performance of new retail in the home industry
IKEA, which has always been regarded as a legendary existence, has long been a pioneer in new retail. In its early years, there were at least two performances:
The catering industry is placed in a building. This cross-border harvest is full, and the annual catering business has a revenue of 1 billion in China. Nowadays, like Red Star Macalline, Real Home, and Chengdu Fusenmei and other home building materials stores, they have already caught up.
The second is to deploy a large number of model rooms to maximize the scene marketing. IKEA has a large store that allows it to take advantage of the scene. Fussen’s famous street, for each brand a small building, the advantages of the scene between the model can also be played.
And last year, IKEA has introduced AR, launched its own AR application IKEA Place, used the camera to locate the location where you want to place new furniture, then choose sofa, dining table, chair Wait, you can achieve the desired combination.
These two lines are now becoming a trend in the furniture industry.
Conditional furniture building materials store, open up office areas or leisure areas, invite designers, customized service personnel to the store, and set up children’s play area, leisure area, can drink coffee Tea, reading, and usually invite interested buyers to carry out small membership activities.
Typical cases include: Shangpin Home Furnishing has a super-store, which is divided into a slow life experience area, a parent-child play area, a home experience area, etc., and introduces preschool, coffee, and books. Let’s wait.
Lauka, who started in the closet, is also doing this, and there are N stores, trying to integrate the shadow bar, book bar, coffee bar and furniture customization, and released 1000 stores some time ago. N store’s “big goal.”
Besides the model room, this is a significant way to improve the customer experience and help guests stay. In the past, even if the furniture and building materials company’s stores were relatively large, it would be two or three thousand square meters. There were not many model rooms, and customers could choose little space. So there are now complementary tools, in the form of VR, 3D software, etc., very intuitive.
In the furniture store that specializes in cloud design, the furniture customers displayed have appeared in Gujia Home, Melody Home, Fubon Beauty, and Yishensha. TATA wooden door, guest wardrobe, Yihe Yimei, Leyijia, Banerqi, etc. There are also some furniture and building materials companies that have introduced 3D homes such cloud design tools.
These are appearing in the furniture building materials store, which is essentially a leap-forward supplement to the existing retail tools, and it is quite successful in improving the customer experience and improving the success rate of staying customers. In addition to traditional contact information, this cloud design software attempts to establish more connections with customers and avoid losing connections after leaving the store.
In addition, Sofia, Lin’s Wood, Federal Furniture, Marg and other companies are working with Tmall, and are pushing smart stores. The left and right sofas also have 3.0 flagship stores. These new retails Most of the stores integrate 3D real-life maps and VR experiences.
03, How to play new retail in the home industry
OAO collaboration online and offline, I think this is the third wave of furniture and building materials retail, the first time is the main attack line and terminal, the second time is the e-commerce attack, the wind is surging, and the line Fighting for food. Now, the integration of online and offline, making big cakes together will be a choice that furniture and building materials brands can’t miss.
It’s played in a few ways:
(1) The price of the online and offline parts is the same, even the same price.
(2) Online trading, offline stores provide follow-up services.
(3) Online coupons or privilege deposits can be purchased at the store.
(4) Make an appointment online or place an order, send the door to the store, measure or design, negotiate, and extend the service from the previous store to the owner’s home.
(5) Each set of furniture has a QR code, scan the code to understand the details and order.
Shangpin home delivery, Sofia and other custom home businesses, mostly online guided offline transactions, online booking offline services, online deliveryThe right to make money, etc., to promote product purchase.
Youfan Art, Lin’s Wood, Nesting Home, etc., are all opening O2O experience stores, the store can scan the price to place orders, in addition, some furniture brands online shop It will recommend the offline store in an obvious position and drain the line.
Even in small tools such as the new retail label, some furniture and building materials brands have long been in action, IKEA has tried the “IKEA kitchen online classroom” small program, consumption You can browse the course, fill out an appointment, pay online, and more.
However, in the landing link is not off the line, consumers through the small program to make an appointment, they also need to pay 500 yuan measurement fee to the mall, it seems relatively backward.
“Appliance Club” is associated with a small program of “IKEA Membership Activities” with some offline activities and online courses.
In the shop site selection, the furniture and building materials industry has also made some minor changes, before opening an independent store, and later into the home store, Red Star Macalline, actually home, Fusen The first echelon of the United States and other stores are the most popular sales venues.
Some furniture and building materials brands have to go different ways, Shangpin home is equipped with dozens of stores in the office building and shopping center, Marg custom-made a shop opened in Zhengzhou, chose Wanda square. It is possible that more and more furniture and building materials brands will avoid traditional competitive positions, consider commercial centers, complexes or shopping plazas, and may even open stores into the community.
Data-driven is also affecting the location decision chain. Conditional companies may refer to consumer data of Tmall, JD.com and other e-commerce platforms to make customers within a few kilometers of the store in advance. Portrait, in order to judge where the store should be the best.
The change is even more obvious in the case of getting customers. Some games in the fashion circle have affected the furniture and building materials industry. Speaking of a phenomenon alone, in 2016, IKEA played a flash shop. At that time, it opened a media conference for the “Flash Shop” at the Xiannong Courtyard. The “pop-up store” flash shop was set up on the spot. In a modified container, a dream kitchen is arranged. Later, the same flash shop was set up in several places to provide free coffee for the viewer to taste.
In order to push the new rough stone, Dongpeng Tile played a set of integrated marketing punches around the flash shop in Shanghai, which is quite beautiful.
Also in 2017, positioning the “all-class design home” creation, opened a flash shop in Wangfujing apm, the location is quite gold, just in Wangfujing Apple flagship Next to the store, there are silk chairs, sofas, stools, lamps and other household products.
In the same year, Tmall used the 3D model room of Cool House, made a container flash shop in Sanlitun, Beijing, renovated 5 real home space, restored kitchen, bathroom, In the bedroom, living room, study and other scenes, Lin Yilun, Chen Qiaoen, Zhang Han, Zhang Shuangli, Chi Zi and other five stars were invited to broadcast live.
With the funky strategy of self-media and fan management, some head brands have done quite well.
Take IKEA as an example. At the end of 2017, the number of members exceeded 18 million, and the public number, Weibo number, etc. were all fired from the media, and there were more than 1 million Weibo powders. Public accounts such as “IKEA Home”, some of which read 100,000+.
There is still a good house to play with the fans and the fans. The main public number of the media is said to have been deposited by millions of fans, but the amount is not good, but Most articles show 100,000+, the key is that there are a lot of follow-up comments, orders from WeChat account for more than half of the e-commerce sector, which is very rare in the home industry.
Including the branch office, the Gujia home system operates dozens of certified public numbers, and even some stores have certified self-media.
Lin’s self-media, there have been many articles worth 100,000+ readings. Even the two echelon brands such as the window of the city have taken care of the public number with certain quality.
Keeping up with the pace of new retail, transforming stores, adding new tools for getting customers and guests, and even introducing some interesting ways to get customers, is not a follow-up trend, its most fundamental reason is There is room for improvement in the customer shopping experience. The acquisition method requires the development of new territories, and there is room for improvement in operational efficiency.
You can’t change, don’t use new tools, don’t go to new scenes, but your peers have moved, compared with traditional retail, these new retail performances are better and worse, buy The home will soon feel it.
The author believes that furniture and building materials brands have no hesitation in embracing new retail, at least a few lines to consider:
1 terminal store location Scientific and diverse. Experience stores, theme stores, MINI stores, O2O stores, flash shops, etc., can be boldly tried on the basis of evaluation feasibility, and eventually form their own multi-store system, not one or two. It is possible to form various forms of storefronts according to different cities and different consumer groups.
2 Brush face shopping, scan code shopping, smart robot shopping guide, VR equipment, 3D renderings DIY and other tools, can be deployed as appropriate, some things are alreadyStandard, they are not only to create a sense of freshness, but the biggest role is to make customers feel good. You don’t have it, but there are stores nearby, and the difference is easy to highlight.
3 Online and offline marketing closed loops must continue to build, grasp the experience improvement, grasp the transformation between online and offline, through cloud design software, pay attention to the public number to send small gifts or discounts, etc. In other ways, strive to build more and stronger connections with customers.
4 Rich formats, such as children’s play, coffee leisure, cultural entertainment, more comprehensive household categories, cross-border cooperation between merchants, etc., can be considered. Rather than saying that you sell furniture, the store only puts furniture, can also sell books, sell drinks, free tasting, etc., and even open up a space, do exhibitions and lectures in culture and art, and even put free movies (of course, pay attention Copyright issue).
It is worth noting that whenever we talk about new retail, it is always inseparable from the premise of getting customers, this key component, no passenger traffic, your store or online store is made Tianxian, it is estimated that only the solitude and self-reward.
In the case of various changes in the information source and the buying industry, it is another matter to decide the outcome of the game in the new retail environment. In many articles promoted by large-scale research, they are summing up and discovering new recruits.
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