In 2017, household market hot word out!
Looking back on 2017, the home market is very cold, and home companies are still actively thinking about change and trying to find a way to transform and upgrade; some are bigger and stronger in listing financing; Some adapt to the consumption upgrade to play new retail; Some seize the new air mouth, transformation and upgrading; Some have broken through the original bottleneck through scientific and technological innovation. In 2017, how many commendable new strategies, new layouts and innovative marketing methods are there in the home industry According to the opinions of a number of industry experts and big coffee in the industry interviewed by the Beijing Morning Post reporter, the hot word list of the home market in 2017 was summarized.
Hot word list listing
In 2017, the number of listed home enterprises increased significantly compared with 2016, flooring, tiles, stores, bathroom, decoration, paint, lighting, doors and Windows, home textiles and other more than 20 pan home industry enterprises are queuing to go public, which will accelerate the development process of the industry and change the market pattern. This year, the popularity of customized home enterprises is particularly high, and only in the first half of the year, Opai, Shangpin house matching, Piano, gold medal, I Le, Zhi Bang and other customized home enterprises have entered the list of listed companies. These domestic leading custom furniture enterprises sales scale of about 1 billion yuan to 7 billion yuan, rapid growth of performance, customization industry competition gradually white hot, customization industry development into the fast track, the concept of "custom financial year" came into being.
Hot word list star marketing
In 2017, more and more home furnishment companies used the creative marketing methods of star support and endorsement to gain high heat exposure and dissemination. Some people once thought: this year, half of the stars of the entertainment industry have come to the home circle to "rush for gold". In the Beijing home market, for example, in the stores of the house even every week there are brands to do the star support marketing activities, before and after 11, September 23, the European party actor Hu Jing invited to the house of the house Shunyi store to reveal the true meaning of custom home, on the same day, the letter orchestra to support the Far East Mercure in the house of the house of the North fourth ring "letter Hui Beijing" theme activities; On September 24, Yi Log Door held the "Understanding · Taste of Home" theme activity in the North Fourth Ring Road store of the Unexpectedly Home, inviting famous singers Xin Xiaoqi and Tang Chao to help, and visit the store and new products; Also in the North Fourth Ring Road store of the Surprisingly home in Beijing, on October 7, Sweet Song Queen Yang Yuying participated in the "Europai Love Home Custom first season custom star life" activity to share the love home experience. In order to celebrate the arrival of the Luban Festival, on August 28, Red Star Macalline Group invited Jay Chou, Jolin Tsai and Hannah Quinlivan to perform on the same stage, and May Day, Gao Yuanyuan and Chen Granule to support the scene. In June, Yang Ying, who made a rapid comeback after childbirth, attended the opening reception of the first direct-operated store of Red Star Macalline Supreme Store; In August, the company launched the Sofa Festival for the first time, and the well-known artist Han Xue participated in the scene. Quanyou Home with Hong Kong "not old goddess" Carina Lau, "long legs goddess" Li Yanan and "beauty goddess" Kailin Chen together to inspire "green life" home culture, become the Double Eleven star marketing classic course... In 2017, there were too many home activities with the help of too many stars.
Hot word list financing
In the past year, the entire home industry financing reached the outbreak of the trend, according to incomplete statistics, in 2017, the Internet home improvement financing number of nearly 30 times, the total financing of more than 1 billion yuan. In June, Love Space got 216 million yuan from Gome round C; Home Pass won 50 million yuan B round financing from Red Star Macalline; Home supply chain service provider "Ant Anju" received tens of millions of dollars of financing; Home sharing platform "I am at Home" received $5 million A+ round of financing; In October, custom home brand "Mude Muzuo" won the 10 million yuan Pre-A round financing of Pegasus Fund; Internet couch company Burrow raises $4.3 million in seed funding; Home new retail brand Meijia Bao "Meijia Bao" received 2 million yuan seed round financing from Gome Zhang Dazhong; After Double 11, a US dollar fund of Ali will invest a huge amount of money in the high-end full-house home B2C platform - BDHOME, which is said to be the largest B-round financing in the home industry... The successful completion of these financing means that the operation mode and future development of these emerging home enterprises have been recognized by the capital market.
The whole list of hot words
There is a difference between the whole house customization and the whole house, the whole house customization is equivalent to a subset of the whole house: the whole house customization plus the non-customized part of the basic decoration forms the whole house. 2017 package model everywhere: Dongyi Risheng super home, Yizhi peak decoration of the full package round, the perfect home decoration upgrade version of real creation decoration, today decorated Yingmai package... These packages have become a set of design, hard installation, soft installation, after-sales service and other aspects of the integration of mature products, truly realize the desire of consumers from the blank to the bag. The products launched by the home improvement company are basically the package department, and the number of home improvement companies choosing the package model has gradually increased this year. Some experts have made a statistics on the 10 well-known decoration companies with the highest turnover of this year's double eleven, taking out the total turnover, order number, average order amount, single square cost, after careful comparative analysis, surprised to find that all the whole house decoration, the whole decoration mode is concentrated in 2688 yuan/square below the decoration cost of the interval competition, Among them, the competition is fiercest in the price range of about 1,500 yuan.
Hot word list of environmental protection
In 2017, a series of major actions around the environmental protection level were launched, and under the pressure of environmental protection and backward production capacity, many furniture and building materials enterprises are facing relocation and environmental protection production restrictions. Since the second half of this year, with the country's zero tolerance for pollution and the promotion of the transformation of old and new kinetic energy, some small workshops and small manufacturers of building materials with serious pollution and backward production capacity have stopped production. Changes in the downstream building materials market are quickly transmitted to the upstream. This is bound to bring a wave of price increases, out of stock, delivery difficulties, and even bankruptcy, and the home improvement industry, furniture industry to green sustainable development process will experience such "pain". High requirements for environmental protection and strict control of pollution, resulting in the future decoration companies can no longer use serious pollution, cheap raw materials. The economic transformation of the country's elimination of backward production capacity is forcing the decoration industry to carry out a deep reshuffle. For example, green environmental protection is becoming a new business card of Dongguan home furnishing, and Dongguan home furnishing has become a vane of environmental protection transformation of the industry; For example, many large paint enterprises, furniture enterprises, wood enterprises have actively invested in the actual work process of "oil to water", such as: China Resources, Zhan Chen, Three trees, Carbaoli, Dabao, Qishang, Budd and other enterprises in the "oil to water" process has achieved good results, Qumei, 100, Feimei, TATA wooden door "water-based paint" production line has played a role in the industry. For example, Boloni, which promotes abnormal environmental protection in the home improvement industry, once again broke the bottom line of "abnormal" in July - announcing zero formaldehyde and zero VOC for its entire line of products.
Hot word list of sports marketing
Chinese enterprises to sponsor large-scale sports events is nothing new, but the phenomenon of investing heavily in the home industry is still rare, in April, the CBA final Xinjiang VS Guangdong, CCTV5 halftime advertising time broadcast a 15-second advertisement of water science day, Yao Ming as a spokesperson of water Science day, and on the other side of the ocean, the Houston Rockets home court, In a sea of red, the blue Logo of Water Science quietly lights up. This year, Del Floor became a senior sponsor of the International Champions Cup, and on this basis, created a series of phenomenon marketing events such as "calling the Mighty God of War". At the 2017 World Table Tennis Championships at the end of May, TATA Wooden Doors appeared in Germany as the only designated sponsor of the Chinese home industry. With the "national ball" and the "country", TATA has taken the first step to expand the global map for creating China's wooden door international business card. In the home improvement industry, sports marketing is the most prominent when the number of industry peak decoration, industry peak has been continuously committed to supporting the development of tennis.
Hot word list of the whole house customization
In the past two years, the whole house customization is a hot topic. In the overall weak situation of the industry, the whole house customization has emerged unexpectedly and has extraordinary growth performance. Home industry regardless of whether to do custom home, have started the whole house customization, there are four types of brands to expand their business to the whole house customization field: first, has been focused on customized home brands, such as Sofia, Opai, home accessories and other Guangdong custom enterprises, in 2017 layout nationwide, crazy land, increase production capacity, improve brand marketing efforts. Second, the leading brand of the kitchen cabinet industry, such as Boloni this year claimed that the whole house customization entered the 5.0 era, that is, on the basis of ensuring the whole house German construction, the whole house twisted environmental protection, the whole house wisdom storage, and the whole house master design, the whole house humanity customization. Just listed this year, I Le Home gradually completed the layout and optimization of direct channels in the first half of 2017, completed the expansion of full category direct sales in Nanjing, Shanghai and other cities, and continued to launch marketing and promotion activities around kitchen cabinets and whole-house customization. With the gradual expansion of the production capacity of the investment project, the whole house customization business of my Le home has ushered in rapid growth. The third is the traditional finished furniture brands, such as Qumei, 100, Italian wind, etc. launched the whole house customization. The fourth is the pan-home brand. From the Guangzhou Construction Fair in July this year, there has been an obvious change: finished products, wooden doors, bathrooms, floors, etc., have begun to cross the definition system.
Design of hot word list
Design is the soul of home furnishing enterprises, but also the focus of consumer attention. This year, the leading enterprise Surprisingly Home made a major attack in the design field: during the Milan Furniture Fair, Unexpectedly Home officially signed a cooperation agreement with Boeri Architects, officially landed the intention of building the Sino-Italian Design center project of Unexpectedly Home in Beijing, and introduced the Red Dot Award to China and made a strategic signing; The successful holding of the "Unexpectedly Designer Cup" Home Design Award and Master Craftsman Award is an important step for Unexpectedly Home to support Chinese design and promote the transformation of the home industry to design innovation. As a supporting service to upgrade the brand and improve the construction of design formats, DXD Beijing Design Internet Center, a major project of Chengcheng, was also officially unveiled in 2017. In addition, at Beijing Design Week and exhibitions in Beijing, Shanghai and Guangdong, home furnishing companies compete to launch new design products; In the second year of the Milan Home Exhibition held in China, the Chinese home enterprise team made a shining debut, proving that the concept of household product design to convey the lifestyle will become the idea of home enterprises to explore the market.
Hot word list of new retail
In 2016, Yun Qi Conference, Ma Yun first proposed the concept of "new retail", which swept various industries, so in 2017, new retail has become a "new air mouth" for the development of the home industry. For example, at the Guangzhou Home Expo in March, Federal Furniture joined hands with Tmall home improvement to open the exploration of new retail stores. Relying on the platform drainage of Tmall home improvement, backed by the Federal strong offline sales system and manufacturing system, to achieve online and offline access. The number of O2O stores cooperated by the two sides will account for 30% of its offline stores this year. For example, around June, the sofa flagship store 3.0 model was launched in the first Beijing International Home Exhibition, and the 3.0 model is a terminal store model built on the basis of new retail, new marketing and many new trends in the home industry. It will create experiential scenes and refined caring services, introduce 3D, VR, AR, AI and other advanced technologies to achieve virtual reproduction of home scenes, and meet consumers' online and offline shopping experience. It plans to build 500 flagship stores across the country in the next three years. In November, for the first time, B&Q applied the four technologies of face recognition technology, AR technology, 360° panoramic copy technology, one-button navigation and one-button shopping to offline physical stores, and launched a new home smart store model with "new retail" as the core with the technology to "support" physical retail.
(Reporter: Huang LAN Original title: 2017 home market hot word list)