Consumption upgrades have brought about changes in consumption habits. The main consumer groups have presented new group characteristics, understand consumers, and use them well. New technologies and the introduction of scenario marketing are essential factors for home furnishing companies to remain invincible in the new retail trend.
Consumption upgrades are caused by consumption power, consumer mentality, and even changes in the consumer population. In the past, we mainly bought goods for the value of the product itself, and the consumption upgrade was to pay for added value (such as experience, atmosphere, brand, convenience).
New era of consumer and consumer behavior presents new features
1. Consumerism is younger.
quo; After 80 and “ 90 has become a major consumer group in China. Compared to other age groups, they are capable and more willing to increase their personal consumption levels, and the standards for quality, experience and freshness are higher.
2. Pursuit of convenience, more attention to “ one-stop service.
According to the survey, 67.6% of consumers chose the O2O platform to purchase goods because of the “home delivery, on-site service, convenient and fast. In addition, with the intergenerational changes of major consumers, consumers are more willing to improve efficiency, purchase the products they need at one time, and consumers are increasingly pursuing diversified and personalized products. The business of the service is more responsive to the needs of consumers.
3. The online and offline consumer boundaries are gradually blurred.
With the changes in consumer demand and the development of the industry, consumers no longer simply use a single online or offline consumption, but choose the most appropriate way according to their own needs. .
Diversified consumption scenarios, more diversified consumer choices, and better user experience, shopping channels from fragmentation to integration. According to the survey data, 5% of consumers choose to purchase goods online, 79% of consumers will use online and offline combination, and 16% of consumers will only use a single offline consumption.
For the pan-home industry, in the context of consumption upgrades, the introduction and implementation of new retails not only provides an alternative direction for the transformation and upgrading of the entire industry, but also reshapes the multi-dimensional The value chain of the home industry, and solve many of the inherent pain points of traditional home consumption.
Provides temperature-based services rather than cold furniture display, which is now a home service upgrade. From static furniture display stores to dynamic multi-scene life experiences, the collection and accumulation of consumer big data is inseparable. Designers and home consultants continue to research the changing needs of home consumption through big data to complete the task of providing personalized home solutions for consumers.
1. Scene guidance In the basic home business, the introduction of parent-child entertainment, light food, floral, baking, photography and other formats, while bringing the topic and flow to the store, is also very rich The interactive experience and home experience of consumers.
When you come to the store, consumers can not only accurately sense the style and quality of the product, but also purchase all the items displayed in the model room with one-click scan code. In addition, the free distribution and installation services also truly achieve the long-awaited “one-stop shopping”.
2. Expand the business category. At present, many home retail stores have made great efforts to expand their business categories. In this respect, the data pool has played an important guiding role.
After scientific data analysis, select the best products, each brand only chooses the best-selling explosives and super items, and through this cooperation with other brands, retail stores can do it. There is reason to be cheap, that is, consumers can enjoy practical benefits. The logic behind the expansion category is that even if consumers don’t buy furniture in the store, they can buy wooden doors, buy wallpapers or other products, and there is always one that can attract him.
At the same time, through the organic combination of multiple categories, it is a complete “home” appearance, and consumers can select satisfactory home products at one time, and no longer have to take time off. Running back and forth in the building materials city, it is undoubtedly time-saving and labor-saving for consumers. In this way, the retail store realized the maximum realization of online traffic, and also increased the value of the customer, which is a two-pronged one.
Black technology becomes a traffic brushing machine
More and more black technology is involved, so that home shopping that was difficult to touch can also be experienced in advance.
1. Freely switch between various scenes between the fingers
Between virtual templates, consumers can switch between different home scenes such as French, American, and modern on the screen. Dozens of furniture combinations, including living room and bedroom, consumers can choose the appropriate sofa, cabinet, curtains, etc., free to replace, combination and match.
2, 3D cloud design: see the “home appearance” in advance
Through the design software, let the whole house customization plan truly land: according to customer needs and scale data, draw the floor plan, Design a high-quality customized solution for customer preferences, and quickly render the map so that consumers can immediately see what their future home looks like.
3, BIM smart home improvement application: first rehearsal re-construction
Traditional home improvement and BIM technology integration, resulting in BIM smart home improvement. BIM Smart Home Improvement refers to the entire process of simulating a rough house to a project delivery in a computer in a three-dimensional visual manner.
Enter the renovation preview stage in advance, first rehearsal and then re-construction, to ensure no delay. Generate construction operation instructions and work instructions, accurately calculate the construction usage, and manage the cost budget in advance to make the renovation cost transparent.The error rate of formal construction is greatly reduced, and the length of decoration will be shortened effectively.
4, cloud shelves make small stores second big store
In the cloud shelf, goods not placed in the store are synchronized in the electronic big screen, greatly reducing the store display The demand for the area is also very good to present the details of the goods in front of the customers, reducing the cost of supplier distribution, and customers can also experience the products displayed under the line, and directly purchase the products of different styles and colors in the big screen.
5, master the first manual details thousands of miles away
Previous renovations have to worry about progress issues from time to time. Nowadays, workers can upload on-site construction progress and details in real time, customers do not need Running back and forth can also grasp the situation on the spot, and the project supervision can also understand the construction progress 100%.
Black technology has been sought after by more and more merchants. Its essence is to promote the participation and experience of customers in the decoration process by building a big data system.
Trends in new retail sales under consumer upgrades
China’s biggest shift in economic trends is that consumers’ buying experience will be multi-channel market that will be disorderly and require a lot of compromise. To move closer to integrated scenario products and services. From the consumer scene experience and segmentation needs, to the purchasing habits of goods and services, the integration of channels and the integration of back-end supply chain, it will affect the home market in all aspects.
In today’s fierce market competition, businesses must be invincible, although there are many factors, but customer satisfaction plays an important role. In this context, the reasons for determining consumer satisfaction have shifted from the basic requirements of the product to more “additional value”. Essentially, it is necessary to meet the new industry requirements under the consumption upgrade.
In order to seize the opportunities in the new retail era, brand owners need to develop their own customer image capabilities, product marketing methods, channel delivery methods, product design and development processes, supply chain assistance, and consumer-oriented agile organizations. Reconstruction and other six aspects of thinking, and ultimately around the creation of a customer experience first, value chain integration of the pan-home market to transform.
First, life scenes —— penetration from sales items to the scened lifestyle.
At present, local brands such as building materials, home improvement, furniture, and electrical appliances are still selling products, but the transition to lifestyle penetration has begun. In the process, “lifestyle first” will become the key word for entry, that is, brand owners will influence consumers by creating and promoting a certain leading life concept, which will cause them to pay attention to related products.
In terms of lifestyle communication, brands often use real and virtual scenes to bring consumers an intuitive experience, and experience becomes the main decision factor for purchase, such as the application of VR technology.
Second, supply chain integration —— service efficiency has increased significantly.
A fusion based on efficiency improvements in the supply chain. Through the technical means to open and optimize the retail full link, relying on big data and information system to integrate the customer’s comprehensive perception, intelligent command coordination, customer precision service, key focus protection and other elements, ultimately making the service more accurate.
The supply chain has become more transparent, flexible and agile, and its efficiency has increased dramatically. And through instant delivery to meet the convenience and immediate needs of procurement.
Third, segmentation customization —— from meeting the basic needs of most people to meeting the improved and personalized needs of the segment.
The disposable income of Chinese residents continues to rise, and consumption upgrades have boosted demand for improved demand. The new retail main consumer group “after 80” and “after 90” formed a new segment, they have some unique needs, such as the addition of two treasures at home, resulting in a limited home space to add another Set new requirements for children’s furniture.
Brands have begun to discover the unique needs of these market segments faster and more accurately through various digital means, launch new products in a timely manner, and work closely with e-commerce platforms to prospectively study the next season. The most popular product features provide timely and efficient input for product design. Today, with the vastness of materials and channels, the core competitiveness of retail is to focus on the main consumer groups and meet their needs for a better life with high quality development.
Relevant recommended products