Since the financial crisis and the regulation of the domestic real estate market, the overall home has become the most fashionable vocabulary and the most popular business model in the home improvement building materials industry.
In the sluggish market environment, in order to change the current situation of rising single-product operating costs and weak profitability, home improvement building materials enterprises have extended to other decoration fields to create a “indoor overall home†decoration service model. That is to integrate the floor, furniture, doors and windows, stairs, cabinets and other products into one, starting from the design, the relationship between decoration, construction, building materials, furniture, accessories, etc., fully coordinated, each part of the factory according to the design style, to achieve the style The perfect combination of consistency and craftsmanship.
The diversified business model of “Overall Home†tests the comprehensive strength of the company in terms of capital, brand, design, technology, talents and channels.
Staircase industry three years "testing water"
The stair industry is mainly based on solid wood staircase enterprises. It adopts the “whole wood home decoration†mode, with wood as the core, and extends the solid wood staircase to the wood products industry with large correlations such as furniture, doors and windows, floors, cabinets and woodcarving crafts. An overall home style centered on stairs. Since the financial crisis in 2008 and the regulation of the real estate market, the complex market environment has not only considered the resilience of enterprises, but also a huge test of the decision-making ability and management level of enterprises.
In 2009, Mingshan Company proposed the concept of “whole wood decoration†and began experimenting and exploring.
In 2010, Meibu Staircase launched the “Wood Culture Systemâ€; the Southwest Stair Union Enterprise jointly launched the “New Culture Staircaseâ€; the first-line stair brands such as Ouhan Nat, Vanasart, Green Jie and Tang Dynasty also showed the stairs. The external supporting household products have aroused great interest from the distributors of the stairway channels. Since then, a large number of stair enterprises have begun to follow up and follow suit. The "whole home era" of the stair industry has kicked off.
So far, the stair industry has been testing the overall home mode for three years. From the perspective of several successful companies, “Wooden Home Improvement†can effectively help stair enterprises to explore market channels and avoid homogenization competition brought by a single product model. At the same time, it has increased profit points for agents and expanded. End consumer groups.
In essence, the whole wood decoration of the stair industry is the transformation of the company from the professional operation of stairs to the diversified operation of household wood products. The advantage is that it can not only disperse the business risks of the manufacturers, but also to some extent, it can avoid the huge impact and loss brought by the market fluctuations of the stair industry, and can also increase the profit growth point. From a product perspective, after cross-industry integration, a large product cluster can not only meet the needs of consumers, but also gather more customer resources for merchants.
In the past three years, some stair enterprises have steadily expanded their industrial chain and implemented diversified operations due to their lack of strength and foundation. They have invested too much capital, technology, talents, channel services and other strengths in new projects, greatly dispersing the original Some of the energy of the development, production and channel maintenance of the stairs caused a large loss of the stairs dealers.
At the same time, in the new field, there is no rich experience in market operation, so there is no advantage in the competition with other industries, so I have to pay a large amount of “tuition fee†in the newly involved industry.
Strong funding requirements
In terms of production lines, R&D, design, talents, and storefront construction, companies must invest a lot of money in order to get involved in new areas. Without money, everything is a fantasy. The overall home needs to show customers the multi-variety operation of the high-end market and create a comprehensive home scene. Manufacturers' exhibition halls, flagship stores, and specialty stores must have large areas, uniform styles, and uniform high-end brand packaging. This requires manufacturers and distributors to have strong economic strength. In terms of channel maintenance and services, companies also need to spend more money.
From the perspective of the pan-home industry, extending the industrial chain and implementing diversified operations, the overall home is a concept of market preemption. If a company is 20-30 billion, it is still a factory. This enterprise must enter the development period and want to expand the space and seek a broader market. This is also the first stage of development. At present, there are only a handful of large and medium-sized enterprises with a production value of over 100 million in the stair industry. Even in the field of large households, most stair enterprises are still in the development stage of small, medium and small enterprises. The restriction of financial strength has become a threshold for stair enterprises to enter the overall home improvement army of the pan-home industry. From 2009 to now, only a limited number of companies have been able to operate successfully, and more companies are in a state of paralysis. How to find a whole home mode suitable for the development of the stair industry, and also need to continue to explore and practice in the industry entrepreneurs and professionals.
Strong brand strength
At present, a significant change in people's consumption concept is the transition from pure practical consumption to taste consumption. For example, the reason why the overall home improvement is prevalent is that it has become a beautiful and neat, consistent style and connotation in the home environment that has been arbitrarily pieced together and disorderly. The rise of the concept of “whole home†is also true. For consumers, the overall home is a concept of consumption, which is the marketing method under the brand agent. Some enterprises have developed to a certain extent, and they have begun to shift from specialized product brands to consumers' consumer brands. At this time, it is necessary to use the power of the brand to operate the market.
From the diversified expansion path of mature industries such as home appliances, IT, and communications, it can be seen that the influence of brands is crucial. Brands with high visibility can quickly open up the market in new areas, while companies with weak brand influences need to invest more power to promote it. Because the influence of the stair industry in the market terminal is quite limited, the influence of the stair brand in the consumer is negligible. Even the most well-known stairway brands, consumers don’t know much, or they have never heard of it.
Therefore, at present, the most important thing for stair enterprises is brand positioning. They should not blindly follow the trend and maintain their core advantages while growing and becoming stronger and bigger.
Superb original design ability In the design concept, the staircase company needs to be fully upgraded. How to influence individual products with the overall concept, make the product line clear, product functions are reasonable and diverse, and increase the added value of product culture... The overall home designer must skillfully use and integrate the various materials, product shapes and colors involved in the overall home space. And their complementarity, but also need to fully grasp the different personality needs of consumers. Design innovation has always been the “soft rib†of the stair industry. At present, companies with strong enough design capabilities in the stair industry are rare. The “whole home†of more stair enterprises only stays at the level of advertising vocabulary. Designers, dealers, and even business owners all understand the concept of the overall home. How to make the home system systematic through the extension of the product line, how to extend the style of the stairs to the ground, doors and windows, bedrooms, restaurants, etc., the fuzzy understanding, the store layout is also a simple product stacking, and does not have product style, The cultural connotation of design concept and brand spirit is integrated into the individual products of the whole home.
In the case that the “strength†is not strong, the “professional†enterprise should be transformed into an “all-round†home enterprise, which is obviously very difficult.
Effective integration of resources
The integration capability of enterprises in the upstream and downstream of their own industrial chain should reach the "whole home" service level. From production, sales, design to dealer management, channel maintenance, and sales services, the ability of the company to manage and manage is crucial. The reloading upgrade of the stair enterprises requires a lot of effort for product development, store design, personnel training, channel integration and so on.
From the current point of view, the “whole home†of the stair industry is still in its infancy. Many companies only add simple “diversification†of one or two types of products, and no substantial progress has been made in the “whole†aspect. In the sales terminal, the company's thinking still stays at the stage of “selling more goodsâ€, thinking of “the east is not bright in the west†and the stair shop is a “department storeâ€. There is no organic integration of important resources such as brand, culture, channels and services.
Only by fully integrating resources from product design, brand packaging, store decoration, promotion and dissemination, can a strong brand be more deeply rooted in the hearts of the people.
With the strong hand "over the stroke" of the bottom gas staircase enterprise transformation "whole home", extending to the door and window, floor, cabinets and other fields, to distinguish its market, you can broaden your investment channels, expand the profit range for dealers. At the same time, other industries are also targeting the fresh “cake†of the stair industry. In recent years, a group of enterprises from the fields of furniture, wooden doors, floors, cabinets, etc. have been or are cutting into the emerging staircase market with the model of “whole home†and have achieved fruitful results. At this stage, compared with the stair industry, furniture, flooring, doors and windows, cabinets and other industries are larger, and the development of enterprises is more mature. Their brand influence, capital strength, management mode, and channel management are all better than those of stair enterprises. Strong strength and solid foundation. Since the “whole home†is a high-end product system, the entry of stairs enterprises into the new field is bound to be a high-end market. The opponents will naturally be strong brands in the field. With these strong players, the stair enterprises will undoubtedly have more powerful strength.
The rise of the "whole home" trend has put a test on the operational capabilities of enterprises. Enterprises must have strong comprehensive strength and resource integration capabilities to adapt to this development. At the same time, the realization of "whole home" by professional stair enterprises is not only a "Huashan Road" with diversified operations. In the short term, it is very important to strengthen the understanding of the consumption trend, and to research and develop new products. At the same time, it is a good way to strengthen cooperation with related companies, such as strengthening team communication, R&D cooperation, joint marketing, etc. Seeing that moderately relevant diversification can enhance the company's right to speak in the “whole home†development trend. At present, building materials and furniture companies have provided marketing innovations for multi-party cooperation through alliances and interactive marketing. Strength determines the mode. Enterprises should correctly understand their own strengths and advantages, accurately position and adopt appropriate business models, so that they will have greater development potential and broader market space.
Two Sections Extension Ladder,Two Section Extension Aluminum Ladder
Yongkang Aoyi Industry&Trade Co., Ltd. , https://www.aoyiladder.com