In 2015, the home market changed, and some
home brands quit the Beijing market in competition. For example, Henry Dai and Illinois; companies with many years of operation were acquired, for example, Yuanzhou Decoration; Actively seek strategic cooperation, such as Jingdong United Purple Potato home improvement, Dongpeng Holdings strategic shareholding home station e station; of course, there are also many new faces, such as the United States space, love soft clothing, Yue loading network, excellent installed beauty. In 2015, what are the highlights of the new Beijing home market?
new
Xin “new†can be understood as new ideas, innovations, and can be understood as new changes, and can be understood as a new pattern. In 2015, China's building materials and home furnishing industry will be the first year of industry subversion. The trend of change is irreversible. Faced with the strong impact of the Internet trend, the news of the closing of stores and stores is closed. Everyone is thinking about whether or not to transform. So, we see Various changes to the enterprise: the layout of the Internet strategy, the practice of the big home strategy, the cross-border extension in the big industry, the exploration of sales channels, the reshaping of the brand, the speed of brand integration... brand transformation, innovation, innovation Must!
New change
Internet home improvement is developing rapidly
In June of this year, Love Space launched the “City Partner†system, which invites partners to invest in local love space companies. All home improvement signing and implementation work will be completed by local companies. In October, Love Space announced that 12 branches in Guangzhou, Shanghai and Chengdu will be opened at the same time. In June next year, 13 branches in Xi'an, Wuhan, Tianjin and Nanjing will be opened one after another, and the “Customer Partner†recruitment plan will be launched in the same period. In the city where we are stationed, we are looking for 100 first-time support customers to spread the word-of-mouth communication for the love space. The urban partner + customer partner model, the national expansion of love space is rapid. Recently, the Internet home improvement newcomer Yuezhuang.com has been established for less than four months. After the release of two new products, a branch office was established in Tianjin recently. According to Yu Liang, Chairman and CEO of Yuezhuang.com, Yueteng.com will open branches in Anhui, Chongqing and Chengdu in the future. The situation in the country is very obvious. Up to now, there have been real creations, light boat happiness billion homes, industry peak decoration, Bai Anju have settled in Tmall, have launched Internet package products.
The flat meter pricing package appears in the soft-packed field
The traditional meaning of decoration refers to the basic decoration, such as putty, brushing the wall, paving the floor, hydropower transformation, etc., which is rarely included in the interior decoration. Soft-packed is difficult to package because of its rich personalization, but this year the home improvement industry launched a soft-packed package based on square meters. In August, the US space launched the “20-day construction period, 299/m2†soft-packing package, and the love soft-packing launched the new middle-class 999/m2 package, and both launched the offline experience hall. The package echoes. The so-called soft package is to pack furniture, lighting, curtains, etc. With the Internet breaking the traditional home decoration and spreading, the “soft-packing†field corresponding to hard-wearing is also taking the Internet.
Beijing furniture manufacturing industry started to move out
In July of this year, it was called “the most stringent protection policy of the locality†and the “Emission Standard for Air Pollutants in the Wood Furniture Manufacturing Industry†was implemented. In addition, the Catalogue of Prohibitions and Restrictions for New Industries in Beijing (2015 Edition) included the furniture manufacturing industry as prohibited. New construction and expansion, the outsourcing of Beijing furniture enterprises has undoubtedly become a topic of great concern this year. For the time being, Hebei has become the primary choice for Beijing furniture companies to move out because of its outstanding advantages in distance. At present, there are three major industrial parks that undertake Beijing's outbound enterprises, namely, Qingxian Coastal Industrial Park, Hanhai Sea Home Garden, and Beijing-Tianjin-Hebei Home Furnishing Industrial Park.
Actually acquired Yuanzhou Decoration
In late October, the news of the acquisition of Yuanzhou Decoration by the Real House was confirmed by the voice of the top of the home. After the acquisition, Yuanzhou Decoration brand was renamed as “Juran·Yuanzhou Decorationâ€, and the equity and position were re-divided: 80% of the company’s holdings and 20% of Yuanzhou Decoration’s shares; Wang Linpeng, Chairman and President of the House, Yuan Yuanzhou Decoration Chairman of the Board of Directors, former Chairman of the Board of Directors Li Taiyan, Ren Yuanzhou Decoration Director and President. After the acquisition, the two will sound together and want to launch the “big bag†service at the beginning of next year. The big bag refers to the home improvement company that the self-operated homeowner undertakes the overall management responsibility for the quality and construction period of the interior decoration project. That is to say, in addition to the construction service itself, the delivery, acceptance, installation, finished product protection and after-sales service of the construction materials are all managed by the home improvement company that is self-operated by the family. The problems are caused by the home improvement company that is self-operated by the family. The person pays first.
Traditional home improvement into the Internet + thinking
In 2015, Internet home improvement continued to stir the market. With the emergence of emerging Internet home improvement enterprises, the traditional home improvement market was affected by certain impacts. Part of the choice is to persist in excellence, focus on being strong; part of doing well in itself, into the Internet + thinking. Rapidly change business strategy. In February, the decoration of the Holy Point launched a home decoration package of “post-paid new home†of 698 yuan/m2; in March, the decoration of “1+N Bureau of Rubik's Cube†was launched in the present; in late April, the decoration was reorganized and integrated. 599 yuan / square meter fast house package; at the end of May, Bolognese launched "i7 series home improvement" to play the "German construction 509 / square meter" zero increase, a price quote; in June, Shichuang decoration launched the first Internet product 688 Yuan/square meter is optional, and it is specially designed to create an offline experience hall; in July, the industry's peak decoration launched Novartis environmental protection kit, which is 999 yuan / square meter light luxury and 1299 yuan / square meter. And these packages are upgraded at a higher level as consumers demand.
Actively deploy the "big home" strategy
In Europe, which announced the opening of the "big home strategy" last year, in June this year, with the opening of the European-style house-wide
home experience museum , the European-style home brand "Eupai+" debuted. It is understood that the Ou Pai Whole House Home Experience Center adopts the online interactive experience platform + the real room model of the exhibition hall to realize "what you see is what you get". Another custom-made home-branded company,
Sofia , said in its third-quarter report that it plans to invest 300 million yuan to set up a financial platform in Qianhai, Shenzhen, mainly serving the company's "big home" strategy, mainly through equity investment, mergers and acquisitions. , securities investment, venture capital and other ways to achieve the company's industrial chain expansion, and promote the rapid development of the company's business scale. Recently, the company plans to establish a joint venture with Shanghai Mingshi Intelligent System Co., Ltd. The combination of customized home faucets and intelligent system service providers will lead the intelligent upgrade of the big home industry. Since the beginning of this year, Luolai Home Textile has set up a number of investment funds, and established Internet investment funds with Ai Rui Asset Management and Gobi Chuang Win respectively; and established industrial investment funds with Jiahua Yufeng and Qianhai Wutong respectively to actively integrate home industry resources. At the same time, Luolai Home Textiles is also actively deployed in the field of intelligence: strategic cooperation with Hetai, research and development of bedroom series of smart homes, family health products; investment in Madiga to become its major shareholder, to create a "sleep +" strategic open platform.
Resource integration in the upstream and downstream of the home
In March 2015, Marco Polo Ceramics announced that it has cooperated with Love Space to become a cooperative brand of love space in the ceramic tile industry; in April, Gujia Home and Tuba Rabbit signed a strategic cooperation agreement. When it comes to the sharing of advantages between home building materials and Internet home improvement companies, it is impossible to mention the cooperation between Dongpeng Holdings and home improvement e stations. On August 19th, the company cooperated with the home improvement e station for more than one year, and decided to build a home improvement e-commerce platform. For the reason of separation, the announcement issued by it said: There are big differences in the business model and business model of the home-installed e-commerce between shareholders. Less than two months later, Dongpeng Holdings announced a strategic shareholding in the home improvement e station to carry out strong alliances.
Home building materials are not only integrated with Internet home improvement, but traditional home decoration is no exception. With its many years of experience and reputation in the home improvement industry, the brand of cooperation is naturally indispensable. Today, the decoration, Ruibowen decoration, matt sub-decoration, and the wide-decorative decoration all have their own ceramic tile, floor, wallpaper, lighting, bathroom and so on. Through the integration of upstream and downstream superior resources, better explore the potential demand of the market.
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