Wen/Si Tao
Since Jack Ma proposed the new retail concept at the 2016 Hangzhou Yunqi Conference, physical retail companies have mobilized and deployed, hoping to break the sluggish predicament of traditional offline retail through new retail and drive New consumption in the offline market. In the past few years, new retail formats have developed rapidly, and many new species have emerged, such as Alibaba’s Hema Fresh, JD.com’s 7fresh, etc., and have even “resurrected” many established companies. In 2020, the sudden COVID-19 epidemic once again provided more driving force for the development of new retail, promoting the popularity of live streaming and the rapid development of a series of cloud industries, accelerating the process of the new retail revolution, and also giving The home building materials industry brings opportunities to catch up with the new retail wave.
Since the outbreak of the new crown epidemic, the home building materials industry, which mainly sells in physical stores, has begun to re-examine "new retail" and accelerated the pace of laying out new retail projects.
Home Furnishing Store
Under the epidemic, Fusenmei Home Furnishing Be the first to enjoy the dividends brought by live streaming. Since its first live broadcast on February 14 this year, Fusenmei has held more than 40 live broadcasts on its self-developed online platform "Fusenmei Online" within 30 days, with a total of more than 300,000 views and online transactions exceeding 1 Ten thousand orders have greatly boosted consumer traffic during the epidemic.
Following the trend, Fusenmei released its new retail & live broadcast strategy on April 18, announcing that it would use its own resources and platform advantages toTop home furnishing brands and Internet celebrity brands have built a 30,000-square-meter offline scene experience center. It is understood that Fusenmei will implement the "1,000 Live Broadcast Talents Building Plan" and sign a large number of engines and multiple live broadcast internet celebrities to assist platform merchants in scene marketing, graft high-quality live broadcast resources, and strive to create a live broadcast base for home internet celebrities.
Recently, Chengdu Lubohaus Information Technology Co., Ltd., a wholly-owned subsidiary of Fusemi, has obtained the "Value-Added Telecommunications Business License". Coupled with the previously obtained "Internet Culture Business License", Fusenmei is fully equipped with guarantees for the development of e-commerce platforms and online live broadcasts, which will accelerate the development of its new home retail business.
After jointly creating a new home furnishing business format "Lifestyle Selection" with Intime in 2016 and opening "HomeTimes" home furnishing retail store on its Tmall platform in 2017, the new retail layout is "crazy" Alibaba once again takes action on home furnishing stores. On April 21 this year, Alibaba’s home decoration brand “Lianping” and Sixth Space jointly opened an 8,000-square-meter one-stop shopping real-life home store——Zhimajia was officially launched. Zhimajia integrates Alibaba's supply chain and Sixth Space product research and development advantages, and uses Alibaba's platform data analysis to provide consumers with "three-one services". It claims that consumers can buy all home furnishings in one store. Soft decoration.
Juran Home President Wang Ning once said in an interview with Sina Home's "Jingjing Ledao" column that at present, Easyhome has introduced large consumer formats including children's entertainment, youth education and training, and catering theaters into its home furnishing stores. Attract a wider range of consumer groups through diversified consumption. In order to solve service pain points for the home furnishing industry and improve consumer service experience,According to experience, in 2019, Juran Home focused on building a supply chain integration center based on large household items - Juran Home Baodi Smart Logistics Park, which saved manufacturers 20% in circulation costs and greatly improved the operational efficiency of the industry.
With the current situation of the traditional retail industry becoming increasingly depressed, new retail undoubtedly provides a way out for the transformation of home furnishing stores. Since 2017, home furnishing stores led by Red Star Macalline have been exploring new retail models in the home building materials industry. Over the past four years, the new retail model in the home building materials industry has been advancing hard and slowly, and the industry has not yet been able to figure out a new retail model. A truly applicable new retail model. As Wang Ning said, New retail is not a simple store renovation and technological innovation. There is no quick shortcut and must be completed step by step and step by step.
This year's unexpectedly popular live broadcast marketing has provided new ideas for the new retail transformation of home furnishing stores, so Fussenmei began to build a live broadcast base for home furnishing internet celebrities; Alibaba continues to take advantage of its big data resources , realizing its own new retail deployment in the home furnishing industry; Easyhome has proposed a complementary model of high-frequency large-scale consumption formats and low-frequency home consumption formats...
Quantitative changes lead to qualitative changes. As more and more new home furnishing retail projects are launched, Merchants in home furnishing stores can take advantage of The store's live broadcast activities, large consumer formats and platform-based data analysis attract traffic to itself, and use the store's logistics supply chain to improve customer service experience. I believe that terminal home furnishing stores will take on a completely new look in the near future.
Terminal Stores
Companies in the construction and sanitary ceramics industry are also re-examining new retail.
On June 4th this year, KOHLER Officially announced a new retail strategic cooperation with Tmall. The two parties will cooperate to launch Kohler’s Tmall online light store.Mini program. Wang Zhenyan, President of Kohler Kitchen and Bathroom Group China, said that the cooperation between Kohler and Tmall can well integrate the advantages of the brand's online and offline channels, truly connect across scenarios, and upgrade consumers' consumption experience.
It is understood that through the Kohler Tmall online light store mini program, consumers can reserve products online anytime, anywhere, and then go to the nearest offline store recommended by Tmall to experience it first , and finally choose to complete the purchase in the store, or return to the online platform to complete the purchase, and enjoy the online and offline "same product, same quality, same price" policy. In addition, Kohler has launched a new service "Kohler Micro-installation Service" to provide local customers with one-stop fast service of delivery, disassembly and installation within 24 hours.
(left) Wang Zhenyan, President of Kohler Kitchen and Bathroom Group China and (right) Xiao Yong, General Manager of Tmall Home Decoration Industry
Compared with the real cross-scenario experiential new retail model of bathroom brands, the new retail stores of ceramic tile brands selling semi-finished products have a more difficult road. Because it is difficult to create a real home space for all ceramic tile products, ceramic tile brands that want to do new retail must create virtual product spaces that are comparable to real scenes and use "virtual" to consumers Bringing an “authentic” product experience. In addition, ceramic tile brands must have a complete management system to realize the process from online customer acquisition to order conversion.
Based on this, the ceramic tile brand applied the smart store concept proposed by Alibaba and used various tools to create a new retail system for terminal stores. In the new retail field of terminal stores, Oceano is the most outstanding ceramic tile brand.
2019,Oceano officially released a new and mature smart store model. It is understood that the core tools of Oceano smart stores include the smart cloud business platform, Jukebao applet, interactive large screen, and 3D cloud design system. The interactive large screen 2.0 can complete advanced functions such as 720° DIY one-click brick replacement, VR whole-house walking mode dynamic roaming, etc. Jukebao is a small program specially created for store marketing and services. Its main function is to attract customers online. Combined with a complete set of new retail systems, Oceano smart stores can easily handle operational difficulties such as publicity and promotion, pre-sales and after-sales services, and design customization with only three people, focusing on service experience and improving consumer activity.
Since 2020, Oceano has held a number of smart store investment fairs with remarkable results. Terminal smart stores have been launched across the country.
Also accelerating the development of new retail in terminal stores isNew Pearl has built its own team and independently developed the new retail platform system "Pearl Home World". "Pearl Home World" includes three major platforms - smart stores, Kuaihui design software, and Aiwohui Home Mall. Among them, smart stores are equivalent to online malls; Kuaihui design software is a fast cloud design that interacts with consumers; Aiwohui Home Mall is equivalent to a complete package, a mall for large home furnishings and general merchandise.
You can guess, if the new retail projects of these companies are successfully implemented and cover the whole country, what changes will happen to the terminal stores of home building materials brands? Maybe Live brick selling, mini program promotion activities, community marketing blasts, online appointments and offline experiences have become the norm... What do you think? Woolen cloth?
Author: Si Tao
