Vanke and Country Garden have entered the "bag check-in" one after another, what should the home industry do?

Shangmei Furniture will show you the development trend of the whole assembly industry!


Over the past few years, many terminal distributors have generally reflected that the three major indicators of the store entry rate, transaction rate, and customer order rate have all plummeted. Not only is the number of owners decreasing, but the number of stores is increasing, the most important thing is that customers are blocked.


A phenomenon that cannot be ignored is that there are more and more "barbarians" outside the home industry-from upstream real estate companies and home improvement companies to cut into the furniture sector, trying to integrate furniture into the business, plus the impact of the Internet and emerging consumer habits For example, the floor making is no longer a purely floor enterprise. Nature Home is fully involved in custom homes, wooden doors, and even complete decoration;


Dongpeng making ceramic tiles has been fully extended to bathroom, cabinets, custom homes, wooden doors, diatom mud, as well as the whole ...


With the increase in categories, the industry boundary will become more and more blurred, the big home channel will change from "multi-site single lane" to "direct multi-lane", more and more lanes will change, and designer channels will change from dark lanes to dark lanes. Avenue, a delivery channel focused on installation will rise;


The additional issuance of listed companies will become more frequent, the integration of verticals and horizontals will become a new industrial strategy, a new round of entrepreneurial opportunities will appear on the content track, and more powerful investment institutions will accelerate their entry and determine the industry pattern in the next 5--10 years. Industrial integration has arrived at the Central Bureau in an instant.

What should Vanke not do as a developer?


In November 2017, Yu Liang made his first public appearance as the chairman of Vanke's board of directors. The new positioning proposed to Vanke is: to transform into an urban supporting service provider and become a "beautiful life scene teacher".


Yu Liang's words caused a huge response in the real estate circle. Yu Liang also stated in the near future : whoever says Vanke is a developer in the future, I will be in a hurry!


In 2016, Vanke launched the "Better Home" home improvement customization service. Good Home is a new product service model proposed by Vanke under the guidance of "customer needs". It provides customers with one-stop high-quality services, not only decoration, but on the basis of renovated rooms, with excellent cost performance, to achieve Upgrade and customization services in style, decoration, furniture, and home appliances. It is hoped that more customized decoration can be realized through decoration customization service to meet the individual needs of customers.


This means that Vanke must not only sell the house, but also sell the house to grasp the customer information, and then do community support, such as cutting into the back-end soft decoration market.


Nowadays, "Beautiful Home" has blossomed everywhere in Vanke's new real estate, providing individualized "integrated soft decoration services" on the basis of standardized full decoration, attracting owners with "pre-design", "what you see is what you get", etc. Do "check in with bags".


The emergence of Vanke's beautiful home has broken the existing rough or hardcover model of the real estate market, and will 'customize' to the specific implementation stage, and users will have more choices for decoration and experience a better customization model. The beginning of "Beautiful Home" marks that Vanke Good House has officially entered a new era of residential decoration and customization.


According to the data of Good Home, in the first half of this year alone, Good Home has served a total of 8,573 homeowners. Not only Vanke, but almost all real estate developers are pushing the concept of “check-in with bags”.


In 2015, Evergrande also signed a cooperation alliance with 15 well-known home furnishing companies to integrate home appliances, furniture, and home textiles to create a "carry-on bag" hardcover room. In the same year, Country Garden also established a home improvement brand to provide hard cover, soft decoration, Overall home improvement services for smart homes and lifestyle retail. Ocean, golden land, green land, etc. have set foot in succession.


If the developers submitted a comprehensive hardcover, closure is a flow decoration, building materials and custom home; then, with the developers of the main push of the "bag check" in vogue, even flow software installed are faced with a lot of the risk of being intercepted.


Carrying bags, real estate, home stores and other cross-border robbery


In fact, you may not be competing to subvert you, but also be wary of those unpredictable concepts and products, cross-border disruption. Whether it is a pen, technology, or service industry, the situation of a single big company will not be too long. There will always be spoilers, and the development of the era requires spoilers to promote.


Under the trend of domestic large-scale decoration and large-scale home furnishing, the recent hot "carrying bags" has welcomed new entrants.


Recently, one of the two leading home furnishing stores in China officially released the "bag check-in" landing plan, announcing the integration of the upstream and downstream resources of the entire home furnishing industry chain to create a large home ecological chain platform.


The store should also cut into the service of carrying bags, not to mention that it has long jumped out of the "traditional home furnishing provider" thinking circle, master the head brand of various categories and industry designer resources, can form an industry professional construction team, and still occupy In view of the consumer's mental advantage of the store brand, for many small and micro-installed companies, the actions of these cross-border players are indeed a "dimensionality reduction blow."


Directly aiming at the huge market opportunities in the delivery of new homes, as well as the "carry-on check-in" and hardcover packages, in addition to home stores, there are other "cross-border" players, such as the upstream industry, real estate, which is closely related to the home improvement industry.


After all, traffic and customer acquisition are the key to the success of the big home and home improvement market. Real estate developers intercept upstream and extend downstream, infiltrating the opening and closing of the building to provide complete installation services from hard to soft, which is undoubtedly a matter of course. Too.


Although home improvement and bag check-in is a systematic business, the back is not the stacking of various materials, but the system integration of products, processes, services and other links. It is not easy for cross-border entrants to do well, but encounters The entrants with strong funds and strong resource integration capabilities should not be underestimated.


How do traditional hardcover companies face these powerful new entrants? In fact, regardless of whether there are cross-borders, enterprises themselves must implement a precautionary approach. Nowadays, due to the double-entanglement of the policy situation of full-fledged and hard-covered rooms and cross-border disruptors, they have to speed up and find ways to change their thinking.

Vinyl Floor

Vinyl Floor,Flooring Wood,Pvc Flooring Plank,Wood Pvc Flooring

DONGYANG MAOSHENG PLASTIC CO.,LTD , https://www.maoshengflooring.com