Following the first "whole" store landed in Langfang, Jinyu Temple of Heaven opened a new store in Beijing. On October 29, 2023, Temple of Heaven opened the country's first new concept store in Chengfeng Plaza, covering an area of about 5,000 square meters, divided into 7 different areas, including sofas, mattresses, solid wood furniture, dining tables and chairs and other furniture products.
The opening of the first full-case soft decoration store named "Meijia" is an important layout for the more refined customer base of Tiantan Meijia. Shi Rui, deputy general manager of Jinyu Temple of Heaven Furniture Company, said that Temple of Heaven Beauty Home will dig deep into the young consumer groups with high-quality demand, refine the consumption circle, and develop the young market.
Shi Rui, deputy general manager of Jinyu Temple of Heaven Furniture Company
Different from the Temple of Heaven and the whole store, the Temple of Heaven is more inclined to the back-end consumer market of hardcover rooms. According to litmus, the whole house, the whole house, and the beautiful home are cut in according to the different time periods of consumers' home decoration needs. For example, based on the underlying logic of decoration, the whole store has the largest customer base based on a series of solutions such as water, electricity, wood, tile, oil and other hard decoration and then soft decoration; The whole family is mainly based on customized products such as kitchen cabinets and wardrobes, and then extends to soft decoration, and the scope of the customer base has shrunk; Meijia focuses on the products of the retail format behind the hardcover room, including sofas, beds and other products, and the target consumer group is more refined. "It is worth noting that although the three types of stores point to different decoration time periods, there is no obvious boundary, and they all include one-stop home decoration needs such as design, decoration, soft decoration, and installation services."
In addition to refining the consumer circle, Tiantan Meijia prefers younger consumer groups this time. Shi Rui said that as the younger generation gradually becomes the main force of home improvement consumption, Tiantan Meijia will extend its "consumption tentacles" to young people, to be precise, aiming at young consumer groups who pursue quality life and pay more attention to scene-based consumption experience.
According to the "2023 Home Improvement Consumer Quality Report" released by the Shell Research Institute, the main group of home improvement consumers is updated, and in the survey of consumers with home decoration experience in the past year, nearly half of the interviewed groups aged 30-39 are aged, and the proportion of customer groups within the age of 40 has reached 71.6%, so it can be said that the current home improvement consumer market has become the main group of people born in the 80s and 90s. Compared with the consumption concept of the older generation, the new generation of people is no longer the first choice for economic factors in the process of home improvement consumption, and they have more diversified needs for home improvement services. The main consumer groups of the new generation of home decoration are more inclined to the consumption concept of "home upgrade", and on the basis of quality requirements, new needs such as convenience, personalization and intelligence are put forward for home improvement services.
Based on the consumption habits of the main consumer force, Tiantan Meijia pays more attention to refined layout and youthful marketing. First, the store breaks the display mode of traditional stores, and creates a lifestyle experience area suitable for young people's camping, cute pets and other consumption scenes, as well as children's leisure areas and coffee function areas, etc., to provide consumers with a more intimate and personalized service experience. For example, Tiantan Meijia will cooperate with Huawei to create a smart home experience area. Second, the store will also take design as a guide to provide consumers with personalized solutions, so that consumers can enjoy more professional and intimate services. For example, on the opening day, Tiantan Meijia signed contracts with more than 10 designers and decoration companies to reserve personalized solution resources. The third is to enhance consumer viscosity and increase the brand through the combination of digital marketing system and online and offline. Under multiple measures, we will continue to improve the position of Tiantan Meijia in the mid-to-high-end soft decoration market, and seize the "mind" of more young consumer groups.
Gao Xiang, Secretary-General of Beijing Interior Decoration Association, affirmed the innovative service model of Tiantan Meijia. She pointed out that through its own industrial chain, combined with the advantages of model rooms and stores, Tiantan Meijia has created new value for consumers and realized a one-stop home service model for home furnishing soft decoration. Liu Yang, general manager of Chengcheng Home Furnishing Market outside the city, also said that the Temple of Heaven is located here, which can provide consumers with a new way of service and high-quality shopping experience.
Regarding the overall layout of the Temple of Heaven Home, Shi Rui said that the overall layout of the Temple of Heaven Home is not only an exhibition hall that provides furniture and household products, but also a landing field to realize consumers' yearning for a better life. "In the future, Tiantan Meijia plans to lay out community stores and use them as important traffic entrances to enhance brand voice and seize more market share."
Source: Provided by the company