Transformation and growth of China's home furnishing industry 2013-2015

The world's largest door industry exhibition, the "CIDE 12th China International Door Industry Exhibition", which is known as the wind vane and booster for door industry development, will be held at the Shunyi New International Exhibition in Beijing on March 13-16, 2013. Shanda held, nearly 1,000 exhibitors are actively preparing for the exhibition, facing the transformation of the entire home industry today, how should companies break the traditional model for brand marketing and seize the market high ground? This issue of experts - Yin Zaiming, general manager of Mingmen Road, is a guest brand forum to explain the transformation and growth of the home industry.

China's economy is heating up, and the residential economy continues to ignite the transformation of building materials and the home market.

With the continuous development of China's economy, the purchasing power of China's society has strengthened. In particular, the residential industry has driven the development of the building materials market. The once flourishing Oriental Home, OBI, B&Q, etc., in the context of China's market economy adjustment, around the residential economic market, Under the influence of trading characteristics, cooperation rules, consumer psychology, business model, industrial integration and other factors, the business transformation was improper, which led to the replacement of “decorative home shopping malls” such as Red Star Macalline, Real Home, and Ouada.

The integration of building materials and furniture markets is bound to be the trend –

In the past, the building materials market and the furniture market will not appear. It is inevitable that the two markets will be integrated with the city planning, purchasing habits, finished decoration, and purchasing power, and the market will be transformed into a shopping mall. The certain market has been replaced by the “decorative shopping mall”, “home exhibition center” and “home decoration shopping mall” with good environmental grades.

Including other formats, such as decoration design, entertainment, electrical appliances, insurance, etc. will also enter the "decorative building materials market", shopping environment, market management, shopping security, quality services, etc. will be higher than the traditional market requirements. In reality, social consumption psychology, habits, and behaviors are also undergoing qualitative changes, placing higher demands on market patterns.

Patterns and channels begin to enter the requirements of the new era -

They began to expand in the country, similar to the Gome Suning model, in the scale of transformation, in the first-line brand cooperation with building materials and furniture, the strategic cooperation between the model and the scale began to combine market share, home integration trends. Red Star, Meikailong, Real Home, and Ouyada began to occupy the country. In the process of expansion, they want to achieve business advantages by brand size, channel outlets and management mode.

Furniture, building materials related companies, invested in wooden doors, approaching home integration -

In the developed countries of the residential industry, the industry has high maturity. For example, in North America, Canada, the United States, Japan, Europe, Germany, France and other countries, such as Japan's Matsushita, Sumitomo, involving building materials, real estate and other diversified development, this is conducive to industrial support, Resource integration, reducing operational risks, and supporting convenience for both consumption and the market.

China's housing industry and urban process are accelerating, and the building materials and furniture market is booming. At the same time, it is gradually becoming more mature and competitive. Some enterprises have seen the wooden door industry gradually prosper and began to invest in the wooden door industry. The purpose is obviously to extend the product line and enter the growth industry. What's more, the related industry. For example, the floor is matched with the door, typically Shengda and Shengxiang; for example, the furniture enterprise, Sichuan has furniture and brother enterprise Dongjin Furniture, seeing the rapid development of Chinese wooden doors, coupled with the increasingly mature furniture, the new investment in furniture around 700 Mu, began to enter the wooden door industry, plus the original influence of furniture, Living Room Furniture, sofa production resources, is clearly a gradual transformation towards the "home integration" model.

There are reliable resources and industries that can support the investment and development of new industries. In addition, the transformation of industry and scale-level enterprises must take into account their existing operating resources and advantages, but also combined with the analysis of the situation of the industry and related industries, how to extend and correlate inputs, in order to have the success of business transformation and transformation.

During the transition period of the industry, enterprises complete transformation through management, product lines, models, etc.

After 2012, the industry gradually tends to scale competition and brand management. If management, market, product and brand construction cannot keep up with the challenges brought about by industry transformation, it is very likely to fall into a passive situation. At this time, we must do some "transformation" in management and management.

For example, Pu Guohui, the general manager of Sichuan Benmu Wood Industry, was keenly aware that after analyzing his own management resources and existing conditions, and comparing the development conditions of other advantageous enterprises with the industry, if it is larger than scale, it is difficult to compete with the first-line brands and scale investment. Development, its own management and resources can not keep up, the risk is increased. Therefore, combined with the brand influence and technical resources of the solid wood for many years, together with the Mingmen Road, Fumeisen will build a pure wood home mode with doors and antique furniture.

Brand mode, strength and height, it is especially important to integrate planning and planning.

Mature industry and mature brands pay great attention to brand planning, because it is related to the analysis and formulation of brand strategy, image integration planning, covering positioning, product, culture, media, terminal and other integrated planning and design, technical and strategic. The planning of general enterprises is actually only "planning". The lack of talents at the strategic and technical level is still not enough. Therefore, to solve the strategic planning of corporate brands, it is necessary to integrate external professional institutional teams.

Brand planning, for SMEs, to reduce investment misunderstanding and rapid and effective brand building and promotion, it is necessary to integrate professional planning agencies in the industry, and develop a set of effective brand image and development according to their unique advantages and industry development trends. Planning can achieve the rapid development of “manufacturing of technical limitations, cost and management optimization structure, brand effectiveness and breakthrough”.

In line with policy regulation and industrial transformation, the traditional home furnishing industry needs to complete growth, change and investment in the sector.

>Product

The product is the core competitiveness of the enterprise, the place where the brand culture falls, and the physical display of the corporate brand image. Consumers buy not only the entity of the product, but also the core interests of the product.

Products are the core value of enterprises; enterprises can focus on product building through personnel training, market operations, and professional technology;

Practical tools - product system planning, original design, new product launches, marketing planning, new product store planning, integrated operations, etc.

>Sales

Sales refers to the process of identifying and analyzing market opportunities, researching and selecting target markets, formulating marketing strategies, implementing marketing controls, and achieving corporate marketing tasks and objectives;

The market is the foundation of the company's survival, and sales planning is the key factor for companies to compete for the market;

The actual operation of sales planning - sales planning, marketing campaign planning, investment planning, exhibition planning, annual marketing conference planning and alliance planning.

>image

The corporate image refers to the overall impression of the company that people have established through the various logos of the enterprise, and is the core of corporate culture construction. It is an external manifestation of corporate spiritual culture. It is the overall impression felt by the public and the enterprise.

The corporate image gives a strong impression of visual identity design, which is conducive to the creation of famous brands and the establishment of consumer brand preferences. Conducive to the enhancement of product competitiveness. Conducive to the construction of corporate culture. Conducive to the realization of diversification, grouping and internationalization.

The actual planning of corporate image - enterprise VI standard identification system, advertising design application specification, terminal storefront specification, network and promotion application, exhibition image specification, store CIS standard, etc.

The ultimate development is the pattern of developmental awareness and the integration of management itself. It is good at seeing the development momentum, and is good at controlling and integrating enterprises that can use resources both inside and outside. It is good at grasping the situation and actively adjusting strategic transformation and transformation. Win the market, brand goals and "world".

Appreciation of Brand Examples - Beijing Boyi Wooden Door

As a six-star exhibitor of CIDE China International Door Industry Exhibition (for 6 years in Beijing), Bo Yimu Door is not only a well-known wooden door enterprise in Beijing and Tianjin, but also one of the outstanding door brands in North China. From 2005 to 2006, Bo Yimu door developed rapidly and became a "black horse" in the northern wooden door industry.

Since its inception, Boyimumen has paid great attention to brand building. In 2008, it cooperated with domestic famous brand marketing agencies to plan the promotion campaign of “New Classical Culture” in China, which gave new cultural connotations to the products and used various exhibitions to shape them. Corporate image, promotion of brand culture, channel optimization and upgrade, so that the company's visibility and influence continue to improve.

At the same time, Boyimumen began to grasp the internal management of the enterprise, standardize various processes, improve the employment mechanism, strengthen dealer management, and explore a set of business models that meet the requirements of the times, from the initial sales of couples or single stores to scale. Management, the realization of "sales company", "channel system." With the help of professional planning agencies, Bo Yimumen has established a corporate image of “Dare to Innovate”, which has formed a strong brand tension and achieved double improvement in transformation and growth.

The official website of the 12th China International Door Industry Exhibition: http://