Custom homes have entered the stock market. Fuji tells you what to use to drive growth?
In the custom home racing track, there are giants that are quite influential in the entire home furnishing industry: Oppa, Sofia, and Shangpin home furnishing ... It can be seen that the potential of the custom home market is huge.
However, after years of development, the custom home market has also experienced a slowdown in growth. For 2019, customized home furnishing companies are facing more challenges. Market sentiment believes that "traditional blue ocean has become a red sea" and "the battle of increments has become a battle of stocks." Where should companies go?
Let's think about it from the perspective of consumers. For most people: "Home" is a warm experience, in order to achieve this experience. People naturally have relatively high expectations and pursuits for home improvement and home furnishing.
"If possible, everyone would like their home to be better"
As long as the user's original intention is grasped, giving the customer a better service experience will naturally stimulate the user's consumption potential.
"Service" is the best content
Taking IKEA as an example, IKEA has become the world's top home furnishing mall and home furnishing enterprise, not relying on top products and top marketing, but top services and top supply chain.
The service experience of IKEA shopping is very good, and it meets the needs of users. But so far no domestic giants can compete with IKEA.
At present, most enterprises still adopt the method of re-marketing, more encircling customers and activating customer consumption, and less want to serve customers to retain customers.
Why home furnishing companies put more emphasis on marketing rather than service? In the final analysis, it is because custom home furnishing is a low-frequency service, and many brands adopt the "one-shot trading" thinking.
Marketing expenses have increased due to the increasing cost of Tuoke, while the investment in services has continued to decrease. This is a short-term thinking, after all, the brand still depends on service and word of mouth for a long time.
For the current home market environment, the pattern has changed a lot. On the one hand, online traffic entrance is very important for home furnishing companies, so companies begin to pay attention to online upper-end investment.
But online also needs content: services are the best content . Whether it is design services or assembly services, there are many contents that can be tapped. On the other hand, a good service experience is also the key to retaining traffic .
"Fine operations" is the key
In the expansion period of the market race, it is impossible to achieve service support. However, this issue is still ignored during the adjustment and integration period. So how can companies make progress and how can the industry make progress?
The rapid development of custom homes for so many years has been a "hundred feet". How to take this step if you want to go further?
Custom homes have been generally accepted in first- and second-tier cities, and there is still a broad market in the context of consumption upgrades in third- and fourth-tier cities. Small and medium-sized brands also have a lot of living space, and refined operation is the key.
Refined operation requires efficient operation of design and production within the enterprise. After customers come to the store to talk about their ideas, they want to see the design renderings. It is important to provide fast design solutions. After finalizing the customer's intention, it is necessary to provide door-to-door measurement service and complete the final design.
If the design plan is sent to the factory for production and production is correct, the installation service should be provided in time. The whole process of linking link by link can achieve a very good service experience.
Human execution and software are important in this implementation process. The implementation requires custom home furnishing enterprise designers, factories, installations, and services to be trained in place to implement services.
The software industry is to have pre-positioned as the back-end integration to achieve the goal. Linking the order-receiving design of the store with the factory production can provide a more efficient service experience. This is also the trend of the custom home furnishing industry.
The current market is not difficult, it should be difficult. Traditional distributors have been hit by online diversion, companies are facing the dilemma of falling orders, and industry practitioners lack confidence in the market.
But the harder it is, the more things need to be done. If at this time, the confidence of the enterprise can be established and the quality can be well established to serve the market. How could such an enterprise have no reason to achieve good development!
The purpose of the enterprise is profit , but the purpose of the industry is development , and the purpose of the consumer is a warm and comfortable home. As a brand, if you can see these three points at the same time, shoulder them together. Then the enterprise will definitely get better growth momentum and brand value!
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