New home retail is facing an inflection point, where is the future?

In the past few years, the furniture industry has been "full of twists and turns". When the online dividend bottomed out, the concept of "new retail" appeared. In this turbulent era, who can catch new consumption hotspots and trends faster than others and take advantage of this opportunity to share the big cake?

New manufacturing and new retail.

According to the concept of "new retail", the future e-commerce platform will disappear, and online, offline and logistics will be integrated, which means that the formula of furniture O2O will be outdated. O2O is more of a human expression combining the Internet and traditional channels, and it is a false proposition in itself. Of course, you can say that O2O is the mainstream. This is a fact, because no matter which "O" is the appearance, the logistics between the two "O" will become an important part of new marketing. From this perspective, tycoons with sufficient logistics, platforms, big data and financial resources will have a strong impact on the furniture industry, and the furniture industry will usher in the era of big enterprises.

This is also because the competition between e-commerce companies in the second half of the year is most likely to start in the field of clothing and home improvement. Therefore, JD.COM, an e-commerce giant, keeps appearing in Milan Design Week, trying to create "JD". "COM Designer" revolves around the designer's products, and the actual top floor is the future of home marketing in the home scene.

Everyone has seen it clearly. In the era of "internet plus", consumption upgrading forced supply-side reform. At the core of people's lives, the Internet of basic necessities of life is relatively mature. The process of internetization is still in its infancy.

For JD.COM, starting from the pain points and problems of the industry is the key to the home improvement industry. JD.COM home pays attention to quality and service, meets individual needs and provides on-site experience. Meet users' home shopping and service needs according to different scenarios. Because what JD.COM Home wants to build is not only a platform for selling goods, but also a lifestyle and aesthetic guide.

According to industry insiders, in the future, factories may turn to C2B mode, and reverse product production and value transfer to consumers according to customer needs. The realization of this model can not be completed by a single company, but requires industrial restructuring. The reorganization of this industry may be the application of German Industry 4.0. In the information age, in order to respond to the individual needs of consumers, a large number of customized and flexible production methods and "internet plus" based on big data and Internet of Things are embedded. Of course, Industry 4.0 has not completely solved the problem of innovative design. This is a multi-ethnic and pluralistic society with a very large development gradient, which is equivalent to the whole of Europe. Simple manufacturing thinking is not enough, unrealistic and dangerous.

Yes, with the rapid development of modern times, everything is different. Therefore, any single, narrow and static thinking is not desirable. We should combine all the beneficial nutrition of other civilizations, and on this basis, give full play to all our advantages and achieve self-sufficiency. In other words, national endowment is our own special soil, and the future form of furniture products and their industrial systems cannot be separated from this endowment. This includes our unique resources, history and culture, superstructure, social foundation, regional differences, national culture, value orientation and development gradient. New products from Germany, made in Italy or new marketing will paint a new manufacturing path for the furniture industry.

New retail development direction

In recent years, e-commerce has developed rapidly, and many industries have benefited from it. However, for the furniture industry, the dividend brought by e-commerce cannot be deeply felt, which is a big reason. It depends on the particularity of furniture products-emphasizing experience. In addition, the real economy is fundamental, and the Internet economy is no longer separated from the real economy.

Nowadays, the introduction of new retail concepts, the deep integration of online and offline, and the integration of logistics may enable the real economy to usher in another spring and let a hundred flowers blossom.

In recent years, combining the concept of new retail and the development hotspots of furniture industry, we can see some development directions of furniture industry in the new retail field: deep integration of online and offline, and experience consumption under experience. Consumption upgrades, logistics helps new retail, and wisdom prospers new retail.

Deep combination of online and offline

Referring to this, there is a home brand-Yijia, which has understood the layout and explored a more successful development model. Their home in JD.COM flagship store has never forgotten "welfare". They understand the basic meaning of "real economy" and the "experience" essence of furniture industry, and respond to the call of consumption upgrading. Explore the development model of "O2O independent big store".

This is a typical brand of "online and offline integration" for 30 years. Besides convenience, the biggest advantage of the Internet is its wide radiation range. Extensive traffic attraction online. Through the offline store experience mode, the opening and deep integration of online and offline channels, traffic becomes a real order, traffic is maximized, and a new retail model is gradually shaped.

Experience consumption under consumption upgrading

The concept of consumption upgrading has penetrated into every sales field, becoming more and more "people-oriented" and "inseparable from details". Nowadays, consumers are willing to pay for the added value of products, such as experience and service, which are closely related to the "details" of the company. The details are not done. What's the experience? What services are there? Based on experiential consumption, not only companies but also shops get together to have fun.

The model house has opened an independent brand store to conduct on-site marketing, and at the same time, it integrates intelligent functions to display large-sized home decoration and enhance the consumption experience. Red Star Macalline opened a smart home store in Beijing and launched an intelligent face recognition system to obtain big data. In addition, robots provide useful and interesting services to consumers at work. These "experiences" carefully created by industry giants will make the new retail format more prosperous.

The new retail not only embodies the innovation of mode, but also embodies the revolution of efficiency. Compared with the past, the present situation of logistics has reached a new height. As the saying goes, Fiona Fang cannot be built without rules; You can't be a pentatonic. In order to form a better market environment and meet the new retail landing, there must be a set of appropriate standards to restrict and standardize.

With the arrival of the new retail industry, experts in the furniture industry are naturally "unwilling to be lonely" and want to shine. Not long ago, more than 50 industry experts, government and enterprise representatives from all over the country gathered in Foshan, Guangdong Province to make suggestions for the first furniture logistics industry standard in China. Not only experts, but also some home appliance companies are laying home logistics as soon as possible. In the future, furniture logistics will definitely contribute to the development of new retail through the constraints of relevant standards.

Intelligent prosperity new retail

Intelligence not only refers to the intelligent development of household products, but also includes the intelligent development of enterprise manufacturing technology and new technology. Smart home is a hot spot and trend in furniture industry. Many companies in different fields are doing this, especially home appliance companies. As Wang Ning, president of Real Home, said: "Smart home is a comprehensive industry, an industry, suitable for everyone."

In the field of stores, I can't help but embrace Guancun Online and lay out the smart home field in depth. In the manufacturing field, intelligent manufacturing production line construction projects like Shang Pinjia have been gradually put into production, using robots to produce and using big data to improve supply. Chain. The integration of these smart home industries will definitely have a major impact on the new retail of the home industry.

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