On May 10, the second phase of the Huimin Rejuvenation Project launched by Gujia Home Furnishing and People's Daily New Media was launched, adding product policies on the basis of the first stage, and expanding Huimin with multi-platform traffic. At a time when products are constantly diversifying and the industry is constantly involution, how to accurately adapt to the changes in the consumer market is becoming a "common topic" for home furnishing companies.
Big brand parity, return to user demand
In the Huimin renovation project, Gujia Home Furnishing started the quality popularization war with high quality and high value, and did not reduce the price, not out of the simple version of the fish eye mixed beads, but insisted on preferential real money, real materials and real materials, and sincerely gave back to consumers.
More importantly, unlike some home furnishing companies that only focus on "plate products" and "volume styles" to reduce prices, Gujia Home Furnishing has expanded the original 698 package of the whole customized championship series to wooden doors, which is the first brand in the industry to cover the 698 strategy in three categories of clothing, cabinets and doors at the same time. That is, in the case of the same or even higher material specifications, Gujia Home Furnishing achieves a more favorable price, and can also help consumers realize whole-house solutions such as whole house discounts, which reflects that Gujia Home Furnishing is good at thinking about the overall situation, covering more categories and meeting the needs of a wider range of users.
For example, the wooden door 698 package, a variety of colors (color: light milk coffee 2.0, Zhiya wood, Zhizhen wood, ebony wood), unlimited number. It has the core advantages of bridge dynamic board, improves the sound insulation effect, and maintains the stability of the door leaf at the same time; Effectively avoid the problem of easy deformation of the mechanical plate door leaf of the single bridge tunnel on the market; The hollow structure reduces the pressure loss of hardware such as door hinges and is more durable.
Gujia customized the 998 package, realizing electrostatic powder spraying 998 yuan/㎡, super skin friendly PET998 yuan/㎡, net aldehyde antibacterial better than ENF level environmental protection No. 7丨Solid wood multi-layer board 998 yuan/㎡, and entering the most competitive multi-layer solid wood board market in the current industry!
It is reported that Gujia Environmental Protection No. 7丨Solid wood multilayer board is 998 yuan/㎡, which is better than ENF grade, selected high-quality large-diameter eucalyptus, combined with modified amino resin adhesive and net aldehyde antibacterial dipping finishing paper, which is made by intelligent hot pressing and drying, with seven advantages such as no aldehyde addition, net aldehyde antibacterial, solid wood texture, moisture-proof and anti-deformation. Whether it is the color, price, or optional specifications, the advantages are great, and the net aldehyde antibacterial is a dimensionality reduction blow to small and medium-sized manufacturers.
It is foreseeable that the more environmentally friendly and high-quality solid wood multi-layer board may be more popular in the market in this round of competition, and will also become a hot spot for major brands to follow up.
While benefiting the people, the service has not been compromised by this. As a leading home furnishing enterprise, Gujia Home Furnishing provides a solid guarantee for the whole life cycle of users' home care with professional and reliable after-sales service capabilities. In the view of Gujia, home is a harbor of happiness and pleasure, and the process of adding furniture is also to enjoy happiness, for this reason, Gujia has made eight service commitments, just to let customers buy furniture more confidently, choose their favorite products, and have no unnecessary worries.
For users, in the context of "universal fall", it is more necessary to recognize the configuration, technology, quality and supporting services behind the product, rather than blindly placing orders for low prices. It is more important to pick the right brand and choose a big factory, rather than a miscellaneous brand.
Dare to roll and roll, and the fight behind is the family
The price war is becoming more and more intense, and home furnishing brands will become more and more volatile.
Because, if others have you, you can't do it, and if you don't reduce the price, you can't sell it, but if the price is lowered, you will lose more. Taking the annual revenue of listed home furnishing companies as an example, there are not a few companies that are deeply trapped in increasing revenue but not increasing profits or reducing revenue and net profit in the past two years.
In the final analysis, the price war is fought to the end, which is to fight whose family is thick.
Not only that, while pursuing scale growth, Gujia Home Furnishing also continues to increase the research and development of new products and the intensity of launch. It is understood that the main package winning package in the first phase continues to be upgraded: the specifications are richer, the choice is more flexible, and the software single product with more quality and price ratio will be added, so as to provide a cost-effective and high-quality product matrix of all categories, so that consumers can enjoy one-stop easy shopping for complete house products. Obviously, behind the increase in the Huimin renovation project, it not only reflects the hard power of Gujia Home Furnishing in R&D, but also the value portrayal of the brand's long-term in-depth insight into user needs.
Therefore, it is only the first step of Gujia to benefit users, and it is the ultimate goal of Gujia to make users feel value-added.
Let the benefits benefit the people, and change for the users
It should be noted that the "low price" does not correspond to the absolute value, but the "cost performance" of goods at each level after consumption stratification. The pan-home circle found that the current industry has formed a consensus on the changes in consumption trends, and the consensus can be expressed in the following three points:
The willingness to consume is always there, but people pay more and more attention to cost performance and quality-price ratio. The specific performance is "you can buy expensive, but you can't buy expensive"; 2. Consumers recognize the brand, are willing to pay a premium for the brand, and are bidding farewell to the worship of overseas big brands, and domestic brands are still in the tide of opportunities; 3. In this case, what companies and brands can do is to follow the trend and provide consumers with goods with reliable quality but more competitive prices.
The above activities all have a clear logic - the package is simple, consumers like, high frequency and sustainability, Gujia Home Furnishing has made the "price inclusive" a long-term and systematic project, these activities are not short-term marketing gimmicks, but the benefits have penetrated into every consumer behavior, and become a "tacit understanding" between brands and users.
In the long run, Gujia Home Furnishing is fully capable of allowing consumers to enjoy high-quality products that are "good but not expensive". As a representative brand of China's home furnishing, the "quality-price ratio" runs through the development of Gujia Home Furnishing, and Gujia Home Furnishing hopes to activate greater market consumption potential with high-level product supply through Huimin Rejuvenation Project activities, form a strong fulcrum to stimulate economic growth, show the appeal of national brands, promote industrial upgrading, and help economic recovery.