The large home furnishing industry has entered the era of stock, with diversified channels and scattered traffic, and the trade-in and the whole house are being hotly discussed by the industry. On May 13th, the "Innovative Consumption, Service Upgrading - Large Home Furnishing Construction and Decoration Industry Roundtable Private Meeting" was held at the headquarters of Red Star Macalline, where Red Star Macalline and China Construction Expo had an in-depth dialogue with 13 building and decoration brands from bathrooms, doors and windows, and cabinets to discuss the current trends, the impact of policies on the market, brand innovation construction, and industry cooperation and development strategies.
Embrace change and explore the future of the home furnishing industry
At the meeting, Zhu Jiagui, CEO of Red Star Macalline Home Furnishing Group, shared his market insights and corporate strategies in the stock era. He said that at present, the home furnishing industry is stepping out of the influence of real estate and forming an independent industrial cycle. Improving consumption has become a general trend before rigid demand, among which the renovation of the "Golden Kitchen, Silver, Bathroom and Copper Balcony" space bureau has become the mainstream. Red Star Macalline is carrying out "ecological reconstruction", breaking the boundaries of home appliances and home decoration, and creating a "3+star ecology" with the integration of three companies. In the next 3 to 5 years, we will stick to the main track, expand new categories, enter new fields, and realize the transformation from the main home building materials retail to a comprehensive service platform.
▲Zhu Jiagui, Executive President of Red Star Macalline Home Furnishing Group
The market environment is changing, consumer habits are changing, and market channels are profoundly changing. Huo Rui, the person in charge of the China Construction Expo, said that the China Construction Expo will actively explore, embrace changes, and further strengthen the operation of dealers, designers, decoration companies and other channels. Through the creation of the CBD World-Connect "global link program", we have invested existing resources and networks to help enterprises explore overseas markets. In terms of exhibition layout, the 2024 Guangzhou Health Expo will truly realize the same hall as the Construction Expo, further presenting the whole ecology of the large home construction and decoration industry.
▲Huo Rui, the person in charge of the China Construction Expo
Chen Penghan, head of exhibitor marketing at China Construction Expo, introduced that to adapt to market changes, the 2024 China Construction Expo (Guangzhou) will continue to innovate and adjust, with a scale of 420,000 square meters this year, and will present the whole industrial chain of home furnishing construction and decoration through the five theme exhibition areas of "customization, system, intelligence, design, and material art" + Health Expo, and empower the development of the industry by creating six major ecosystems, including design ecology, decoration enterprise ecology, whole family ecology, overseas ecology, new media ecology, and authoritative ecology.
▲Chen Penghan, head of exhibitor marketing at China Construction Expo
At present, "trade-in" has become the main traffic driver. Chang Cheng, general manager of the ceramic tile and bathroom division of Red Star Macalline Home Furnishing Group, introduced the practice and results of this year's trade-in of Red Star Macalline Zhengzhou and Tianjin landing bathroom categories. "Trade-in has a lot to offer in the field of sanitary ware, and then we will expand the pilot, iterate the gameplay, and carry out the bathroom trade-in activities in 10 cities and 18 stores, so as to empower brands and dealers from three aspects: traffic, volume and sales."
▲Chang Cheng, general manager of the ceramic tile and bathroom division of Red Star Macalline Home Furnishing Group
Summit dialogue, 13 brands seek common development
At the scene, Huida Sanitary Ware, Shenglia Sanitary Ware, Yihe Doors and Windows, Xinhai Jialan, 123 Technology Group, Rose Island Sanitary Ware, Jiumu Group, Gold Medal Cabinet, Wrigley Sanitary Ware, Lens Home, Shibao Doors and Windows, Baineng Cabinet, Kohler Sanitary Ware and other brands conducted in-depth conversations on topics such as channel diversification, trade-in, and the trend of the whole family, and shared the brands, products, channels, operations and other strategies of their respective brands in the context of changes in the market environment and consumer behavior.
In the context of changes in the market environment and consumer behavior, Huida Sanitary Ware adheres to the mid-to-high-end positioning, builds an omni-channel marketing system by studying industry trends and realizing brand changes, combines online and offline investment, takes health as a differentiated value proposition, realizes product upgrades, strengthens brand image, and improves store operation capabilities through cooperation with Red Star Macalline and exhibitions, so as to achieve brand growth and the wealth effect of dealers.
By precisely targeting each product segment, Saint Leah Sanitary Ware proves to dealers the brand's ability to continuously evolve. The changing market environment does not prevent the birth of opportunities, the key is whether the brand can break the routine through careful consideration, find and follow its own unique development path.
In the market segment of the door and window industry, there is still great potential and opportunity. Through precise positioning and continuous innovation, Yihe doors and windows have achieved double growth in brand and revenue; Promote the high-quality development of the industry through cross-border cooperation and participation in the formulation of industry standards; Enhance the consumer experience through "ingenuity delivery" services.
Where the consumer is, the brand will spend its investment. Xinhai Jialan's practice in new media shows that actively embracing and truly implementing new media marketing, and persistently doing a good job in content production, will bring new value to brand promotion and sales.
Change is irreversible, and businesses, businesses, and brands need to adapt to these changes. 123 Technology Group has taken a more proactive approach to market challenges, such as improving its business methods, communication methods and channels. "As long as people's needs exist, industries such as home building materials will always be needed. Therefore, whether it is an enterprise, a manufacturer or a distributor, they should make choices and efforts around the changing trend. ”
Deng Yusheng, vice president of retail of Jiumu Group, believes that to enter the stock market, dealers should diversify their operations, look for increments in design studios, professional maintenance industries, community properties, and new media channels, not only to serve C-end customers, but also to develop the B-end market.
In recent years, Lens is extending from the shower room category to the door and window brand, and the industry has many opportunities under the tuyere of stock housing and old renovation. In the future, we will unswervingly join hands with Red Star Macalline and Guangzhou Health Expo to seize the industry and realize the transformation and upgrading of the brand.
As a pioneer in the field of shower rooms, Rose Island has put forward the "Six Degrees Experience" standard, with a full-bathroom customization layout, focusing on function, beauty and cost performance, and satisfying consumers' pursuit of a better life by providing high-quality products and services.
Zhou Zhiwei, general manager of the Arrow Sanitary Ware Division, said that with the rise of the "trade-in" trend, it is expected that platforms like Red Star Macalline and China Construction Expo will exert their platform influence, unite high-quality brands of home furnishing and decoration, and carry out strategic cooperation with platforms such as Douyin and Xiaohongshu to guide consumers to achieve real "upgrading" of home decoration.
Through the implementation of the "3A Plan", Kohler has cultivated "internal strength" in the current "involution" industry, first of all, the transformation and upgrading of Class A exhibition halls, followed by the training of Class A store managers to adapt to multi-channel changes, and finally focused on the research and development of Class A products to meet the needs of different consumers. It is hoped that Red Star Macalline and the exhibition platform can build a bridge between brands and the government, obtain official support, and truly drive brands and dealers to participate in the "trade-in".
In the current trend of "trade-in" in kitchen and bathroom, stainless steel products are gradually gaining wide recognition, but the back-end process and information system have not been fully integrated, and the practical cost is high. Baineng Cabinet hopes to join hands with more leading bathroom brands to jointly create a smooth supply chain and information ecosystem to substantially promote the progress of the entire bathroom industry.
Chen Jianbo, vice president of Gold Medal Cabinet, believes that with the emergence of new trends in the industry, enterprises must keep pace with the times and cultivate more high-quality dealers. At the same time, it is hoped that Red Star Macalline and China Construction Expo (Guangzhou) will give full play to the advantages of the platform, deeply empower enterprises, assist in promoting small enterprise alliance cooperation, give full play to the scale effect, and work together to polish and refine various business models in the industry.
Through the large home construction and decoration industry roundtable private meeting, brand enterprises, Red Star Macalline and China Construction Expo have built an efficient communication bridge, the large home construction and decoration industry roundtable private meeting, brand enterprises and Red Star Macalline, China Construction Expo for efficient communication, through the in-depth analysis of the current situation of the industry, the direction of future development discussion, the exchange of relevant demand suggestions, expand the innovative thinking of products, channels, marketing, and help service upgrades. In the future, Red Star Macalline will continue to join hands with China Construction Expo and Guangzhou Health Expo to respond to the needs of the industry, actively explore and embrace changes in the new environment, and continue to promote the high-quality development of the large home construction and decoration industry.