Home Industry Annual Chinese Character: "Micro"

On the morning of December 18th, the 2013 cross-strait annual Chinese character selection was announced in Taipei. The “jin” was selected as the Chinese character of the year to depict the sentient beings of the year. Looking at the development trend of Hunan's home furnishing industry throughout the year, can it be said in a nutshell?

This year, the hot micro-platform has raised the brand marketing to a new height. The home industry began to realize that the brand's content lies in forming common values, common product attitudes, and common dialogue and sharing with the audience; this year, traditional old-fashioned The marketing methods began to decline, companies unable to follow the rhythm of the times began to make a solemn call for the curtains, leaving only rush to backsliding, more freshmen joined the industry camp, radiating vigorous vitality; this year, the pace of entry into the era of meager profits suddenly accelerated, the market environment The red sea has further intensified the rhythm and intensity of price warfare. Raw materials, manpower, and logistics costs have risen. Profits have been spread more and more thinly. The word “micro” can be used as a summary of the world of home furnishings industry this year. .

Keyword 1: Micromarketing

At the end of November, there was a WeChat hot in Hunan home building circle. This WeChat graphic released a man in the street of Mawangdui Ceramics New Town in Changsha, “seeking to rent her mother-in-law for 5 minutes for 100 yuan”, which attracted nearly a hundred people on the spot. The origin of the matter is that a ceramic brand carries out promotional activities: the owner brings the mother-in-law to the store's golden eggs, and the highest one can be saved by one hammer. The man's mother-in-law was far away in the northeast and was unable to reach the scene. So he took the initiative and decided to spend 100 yuan to temporarily rent a mother-in-law.

Such a WeChat originally only went crazy in the circle of friends. After a few hours, it was republished by several websites and the home brand involved in the incident was unexpectedly caught in an unpredictable situation.

This is just a microcosm of the micro-platform energy, the home industry is also advancing with the times. Wechat, Weibo, micro-search, micro-ads, micro-app, which we can collectively call the phenomenon of small micro-marketing, are gradually popular in the Hunan home industry. Whether it is a store or a home improvement or building material brand, Weibo and WeChat platforms have been launched to disseminate and promote brands and activities.

On the dividend day of the Ouyada Home Plaza and Xiyingmen Building Materials Furniture Plaza, the “Matte **” was praised by the madness. The official WeChat decoration company’s WeChat became the display platform for outstanding design works. The Golden Space Decoration opened the decoration classroom on the WeChat platform. Shijiazhuang installed new products through the subscription number, the owner of the interaction is also hot, limited time spike, the owners convened a boom.

No one will doubt that the mobile Internet will bring about a new era. WeChat is a start. It will promote the advancement of some enterprises and will also block some enterprises. To be sure, no one can miss it.

Keyword 2: The era of low profit

At present, there are thousands of home improvement enterprises in Hunan, and the supporting enterprise data is even more striking. With the increasingly fierce market competition and the continuous regulation of the marketing market, the profits of the home furnishing industry have passed. More than half of the respondents said that the “home industry has entered an era of irreversible low profit”. Peng Xu, general manager of the hometown of Jingwanzi, a local old brand, told reporters that in the furniture industry, the net profit of furniture agents was as high as 30%-40% or more in the past decade. In the past two years, this proportion has dropped to 5 %-10%.

In this situation, the industry is showing more and more Matthew effect, and the enterprises that do a solid job as a brand are developing steadily. The brand that focuses on short-term benefits quickly fades and the polarization becomes more and more serious.

Yao Baolin, chairman of the Hunan Provincial Interior Decoration Association, said that the end of the huge profits era and the intensification of corporate and dealer shuffling are the preludes for the market to mature in the future. In this state, consumers’ purchases will become more rational, and the service, product quality, and overall design of home brands will be much higher than before. The cost-effectiveness will become the biggest factor in the transaction, and consumers will also be the biggest benefit. group.

Key words three: traditional marketing gradually

Promotions, discounts, celebrity endorsements, and specialty stores... In the home industry where competition has fallen into a stalemate, traditional marketing methods have made it difficult to set off an uproar, and will even put companies in a difficult position. In May of this year, Dongfang Homeland Building Materials Supermarket, which had been operating in Changsha for 9 years, officially closed its doors and closed doors. The lack of management, innovative models, and backward marketing are the sources of pain.

Right now, companies are playing cultural brands, festival cards, emotional cards, experience cards, and even news cards. The unique marketing methods are refreshing the traditional marketing routine of the home industry. Red Star Meikailong's love family day combined with micro-film hit family cards and culture cards, Xiyingmen Building Materials Furniture Plaza opened a large number of photos to enlist Guinness, and Jingwanzi Home Plaza formed a team of more than 200 people to conduct blasting marketing in the community. Have achieved remarkable results and super popularity.

According to industry insiders, the birth of the new model and the end of the old model are all paving the way for a more perfect industry environment. There is a rise in decline, there is a slight innovation, this is the characterization of the accelerated metabolism of the industry, but also Demonstration of the growing health of the industry.