Relative to traditional finished furniture and event furniture, custom furniture belongs to a relatively "young" industry. Its development history in China is only more than ten years, but the development rate is staggering. In just over a decade, the industry's annual output value has exceeded 100 billion. Due to the rapid growth of custom-made furniture and its increasing acceptance year by year, the impact on traditional finished furniture and movable furniture is becoming more and more obvious. After the pre-sort the author for custom home listed companies brand positioning, but recently I as a consumer brand difference between field research.
The biggest feeling is that the shopping guides of these big brand stores obviously have been carefully trained before taking up their jobs. The sales tactics are very mature and almost watertight. At the same time, they are good at observation and observation. For example, when asked if there is an odor, the shopping guide will immediately ask if the other party has children, because such consumers will pay special attention to the environmental protection of furniture.
Oupai Home✚ ◠○
Oupai Furniture will position its cabinet business at the highest end of the industry, and at the same time be the most expensive in terms of price. When the author asked, why are your cabinets so expensive? The European shopping guide said in a natural tone: our cabinets are of course the most expensive! The author continues to ask, what about the price of your wardrobe? Answer: ... it's not much different from Sofia.
At the same time, Oupai also pays attention to the concept of creating a kitchen expert. The area of ​​Oupai stores that I have experienced is about 400 square meters, and the solution of "cabinet + five systems" is written on a wall. This was launched by Oupai in 2017. It divides five areas according to different functions of the kitchen , redefines the lifestyle of the kitchen , and makes kitchen life such as preparing, cooking, tasting, storing, and recycling food full of fun.
The custom home is mainly based on the original wall-mounted storage cabinets (cabinets, wardrobes, bookcases, etc.). As for Oupai Home, it started with the cabinet business and took the lead in introducing the European "whole kitchen" concept into China. Great contribution to the main business. Among the 11.5 billion revenues in 2018, the kitchen cabinets and wardrobes of Europe School accounted for 87.5% , which is the core source of income for the company. Specifically, the operating income of kitchen cabinets was 5.77 billion, and the revenue accounted for 50.9% . The operating income of the wardrobe is 4.15 billion, and the proportion of revenue is 36.6% . Other operating income was 490 million, and revenue accounted for 4.3% . Looking at the company's wardrobe sector, the company's wardrobe business revenue currently ranks second in the industry. Oupai entered the wardrobe business in 2005 , and its revenue reached 2 billion in 2016. By 2017 , the wardrobe business realized an operating income of 3.296 billion yuan.
It is precisely because the wardrobe business of Oupai Home is still in the growth stage, so the pricing strategy is lower. It is also understandable that the combination of Oupai home kitchen experts' brand concept of product selling point and emotion-oriented brand positioning the cabinet price at the highest in the industry. And to a certain extent, the high and low prices are linked to the grade. For consumers who are more pursuing their lives, they will be more likely to choose high-end products while satisfying their inner performance psychology.
Sofia✚ ◠○
In 2017 , Sofia launched the "Kang Chunban", whether it is in Sofia stores in Guangdong or East China, it will first push this new type of board to consumers.
So what is Kangchun board? According to the introduction of the shopping guide, Kangchun board is a kind of green and environmentally friendly board that uses wood fiber or log particles as raw materials and uses aldehyde-free additives in the manufacturing process of the substrate. In the production process, Kang Chun board chooses the formaldehyde-free added binder, which is a binder that does not contain formaldehyde and does not decompose formaldehyde. That is to say, no chemical composition containing formaldehyde is added in the manufacturing process of the substrate.
Environmental protection is a topic that all consumers are concerned about. Sofia vigorously promotes Kangchun board throughout the country. Obviously, this is clearly seen. In addition, it can also bring higher profits.
Shangpin home delivery✚ ◠○
Still product delivery year 2018 achieved total revenue of 6.645 billion yuan, ranking third in nine custom home among listed companies, but the net profit rate of only 7.18%. The play style of Shangpin Home Furnishing is very different. When most furniture companies still gather to open stores in furniture building materials stores, Shangpin Home Furnishing is the first to try to lay out in large shopping malls.
Since 2014, Shangpin Home Furnishing has encouraged dealers to withdraw their stores from the home store and move to a more crowded Shopping Mall ( SM store for short). Compared with opening a store in the building materials city, SM stores have higher rents, but at the same time, the number of people is larger and the business hours are longer. If managed properly, the increase in sales will be enough to compensate for the increase in rents.
Shangpin Zhaipin comes from a software company. The author visited several Shangpin Zhaipin stores, which may be the reason for not going into the cooperation link, and I do n’t feel any different characteristics in the sales front end. Leaving a mobile phone number and free design drawings were repeatedly mentioned.
Holocaust ✚ ◠○
Holocaust 's shopping guide is most impressive. From the beginning of the introduction, when the consumer ’s intentions are clearly clarified, he will ask the consumer a question: Have you heard of Holocaust? Then from the brand of Holocaust, from the layout of the hard outfit to the collocation of soft outfits, all aspects show the identity of an expert; it is deeply in line with the slogan of Holocaust-"You Custom home furnishing master " . From this point of view, Holocaust and software giant Mousse have a certain proximity.
Mu Si is not simply selling mattresses, but focusing more on health-related concepts. The front of the Musi store is the "Healthy Sleep Experience Hall". In the advertising position of the brand area of ​​the Baidu interface, the only line of bold words is "Mousse-a healthy sleep resource integrator" . This brand positioning that creates its own expert image also performs well in practical applications. Measuring a company's sales profitability can be seen from the net profit margin. In 2018 , Holocaust ranked fifth among the nine listed custom home furnishing companies, but ranked first with a net profit margin of 17.92% .
From the above two points of view, Holocaust has a bright future.
The creation of Shangmei furniture brand is a three-dimensional process in all directions, with a long way to go. Because the shopping guide is in the front line of receiving consumers, the influence cannot be underestimated. Not only is it related to whether the sales can be achieved, but also to more vividly convey the brand image-the two have a complementary relationship. Today, with the increasingly fierce competition in home sales, we must be professional in all aspects to be more likely to be invincible.
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