"Lifestyle", as a very abstract concept, can be understood as the sum of the material and spiritual life that an individual needs. However, at present, more and more home furnishing brands are emphasizing lifestyle, gradually upgrading from selling only a single product to selling overall space solutions, and transitioning to lifestyle service brands.
Obviously, lifestyle marketing is becoming the main means for home furnishing brands to enhance market competitiveness, and the era of lifestyle as the mainstream marketing trend has arrived.
The era of marketing for home space lifestyle proposals
Today's popular lifestyle marketing is essentially based on the lifestyle pursued by consumers, and is to find the product connotation expression attributes that products can learn from, belong to consumers' recognition, enable consumers to obtain a better life experience, and self-satisfaction and self-realization.
When the product can symbolize a certain lifestyle, the product and even the brand will have great attraction, so that the brand can establish a stable consumer group, and at the same time, it can also make consumers feel that their lives can actually be better. Therefore, lifestyle marketing is a win-win brand marketing method for users and enterprises. This also requires home furnishing companies to establish a product design starting point with the goal of creating a better life, so that people's lives become better, healthier and happier, so as to obtain profits.
The rise of life marketing is essentially a change in consumer mentality and thinking, and mainstream young consumers are increasingly pursuing personalized and diversified lifestyles. The lifestyle proposal presented by the user's thinking is the appeal of the home products that the current users are willing to be planted and pay for, and even actively spread.
As users' needs change, home is no longer just a space to meet life, but also an important place to meet spiritual and emotional needs. Especially after the epidemic, set off a "house culture", the home from a functional space to an emotional space, the living room is not a so-called reception space, but a diversified parent-child space or interactive space, leisure and fitness, parent-child interaction, leisure and entertainment, all need to be completed in the living room; Of course, long-term home can not go out, more users will care more about whether they can have more alone space, new space design concepts, is slowly emerging, such as the space needs to be more open and free, when alone, can enjoy a more high-end space, and when with family, more, deeper experience.
The boundaries of home space have gradually become blurred, and users are more inclined to variable space, so open space has become the current trend, such as open kitchens, study rooms, this trend has also extended to bathroom space, the boundary between living and bathroom is constantly blurred, bringing a more open bathroom life experience and a free and diversified lifestyle.
Combined with the industry side, recently, Deli has continued to market around the lifestyle of bathroom space, from the launch of "open bathroom space" with German Phoenix, and then during the 2023 Shanghai Kitchen and Bathroom Exhibition, Hermes Orange plays "art" school, Italian minimalism, wabi-sabi style, and 4 major scene rooms of the passage minimalist, leading the new trend of bathroom design. Deli open bathroom is actually a continuous evolution based on marketing methods, user demands, and changes in home space.
The evolution of the home space revolution 2.0 era
Throughout the two changes in home space, it is inseparable from the keyword "open". The change of home space from closed to open is not only the upgrade of users' functional needs for housing space, but also the change of psychological and emotional appeals, and occupants are eager to transform from closed family life to open family types.
The first revolution in home space was the open kitchen, which made the kitchen no longer just a place to perform a cooking function, but also an extension of family entertainment and social activities. The open kitchen connects the kitchen and the dining room with two relatively independent spaces, making the kitchen space more open and airy. In the home space revolution 1.0 stage, the core technical problems such as kitchen fumes have been overcome, and problems such as cleaning and storage have been solved, and the traditional kitchen has also been successfully upgraded to a flat kitchen.
The second revolution in home space is marked by the extension of open space design from the kitchen to the bathroom. Following the open kitchen of the 1.0 era, we once again ushered in the open bathroom of the 2.0 era.
The open bathroom space knocks down the walls of the bathroom and bedroom, and the bathroom space is reconstructed again. It is no longer a single-function space, it can be both an independent space and an interactive space; It is both an emotional space and a sex space. Since then, the possibilities of bathroom space have been infinitely enlarged, and the bathroom and bedroom space can be freely interacted with.
Of course, open bathroom offers many advantages such as free space, open view, solitude and freedom of interaction. But at the same time, there are many problems: such as dampness, odor, cleaning and other problems, only by solving these problems can the bathroom space be truly opened.
Therefore, the difficulty in the era of home space revolution 2.0 also lies in the word "open". So, how exactly is the open bathroom space realized, and how can the technical problems be solved? According to the 4 major technical systems built by Deli, we may be able to find some answers.
In order to solve the problem of "openness" in the bathroom space, Deli has built four major technical systems: waterproof system, opening and closing system, silent system and privacy system.
Among them, the waterproofing system is the basis for the construction of open bathrooms. A tight waterproofing system that captures three key points: embedded waterproofing, sports waterproofing and detail waterproofing. Deli adopts the combination of top-to-top embedded technology and barrier-free waterproof technology to solve the waterproof problem from top to bottom. In terms of opening and closing methods and noise reduction and mute, Deli's open bathroom also solves the corresponding technical problems.
At the same time, considering the different acceptance of open bathrooms by Chinese people, Deli allows users to choose between openness and privacy and interact flexibly through transparency and impermeability, opening and non-opening. While maintaining privacy, you can freely control the open scale and match different home decoration styles.
Every industry change means breaking the old and creating the new, and the success of change depends on technological progress and support. From Deli's four major technical systems, it is not difficult to see that the home space revolution 2.0 era has enough confidence and the certainty of successful breakthrough.
The shift from single-item marketing to total space delivery
In fact, the current shower room industry has changed from the era of single product marketing to the overall space delivery. There are two reasons: on the one hand, the era of high growth for single product marketing by home furnishing enterprises has long been over, and single product marketing itself also has certain limitations: the pressure of competition in the same industry and weak ability to resist risks hinder the performance growth of enterprises to a certain extent.
On the other hand, Home Space Revolution 2.0 emphasizes the shaping of lifestyle, which also means that single product thinking is no longer applicable, but should pay attention to the creation of the overall space, provide users with corresponding lifestyles, and have a deep relationship with products.
Therefore, at this stage, home furnishing companies must realize the upgrade transformation from selling a single product to providing overall space delivery services. The launch of Deli open bathroom space is undoubtedly a leading and practicing of this trend.
The overall space delivery extends to the bathroom space, which not only requires the enterprise to have the delivery power of shower room customization, but also the delivery power of the overall bathroom space, and has the full-cycle and full-chain delivery service capabilities such as product design innovation, manufacturing, distribution and installation, terminal services and channel construction. This also means that the role of shower room companies is no longer just a single product provider, but has begun to become a service provider for the customization of the overall bathroom space. It shows that Deli has completed the transformation of the brand role and ushered in a broader upward space for the brand.
From the industry level, the launch and landing of open bathroom space means that the shower room industry has once again developed by leaps and bounds, and there have been new breakthroughs in terms of products and technologies, and even at the space level. This not only leads the bathroom space to achieve a breakthrough from a single product to an overall space solution, but also provides more landable reference examples for the open design of home space, excavates new growth points of brand marketing, and makes the entire industry usher in a broader space for development.
Whether it is the online release of "open bathroom space" or the landing of the four major scenarios during the 2023 Shanghai Kitchen and Bath Exhibition, Deli has made the beautiful life built by "open bathroom space" more concrete through a series of marketing events empowered by both online and offline.
Moving from functional spaces to emotional spaces, open bathrooms offer users new proposals for a better way of life in the future. The open bathroom proposed by Deli leading the industry is based on the accurate insight of the change of user demands and the change of spirit and feeling, which is an innovative exploration of a variety of contemporary lifestyles, and a continuous cultivation and leadership in the field of shower cabins. However, this also puts forward higher requirements for Deli's technological breakthroughs and subsequent brand building capabilities, and also requires the joint efforts of more industry colleagues to continuously build the ceiling of the industry while continuing to explore new growth points in the shower room industry.
There is no doubt that the shower room industry has ushered in a major breakthrough in open bathroom space after the separation of wet and dry. In the future, what surprises will Delit's open bathroom space around the proposal for a better life bring us? And where will it lead the industry? Let's wait and see!