With the real estate entering a new cycle in recent years, the home improvement industry has fully opened the stock competition, entering the stock era, home improvement companies must find a more suitable and accurate way to play. It not only requires highly adaptable products and diversified channel layout, but also needs full-link collaboration capabilities, so that the entire industry can truly achieve revolutionary industrial upgrading.
On May 19th, sponsored by the All-Union Furniture Decoration Industry Chamber of Commerce, Oriental Yuhong and Xihai Cornerstone Education jointly organized the "Good Home Standard" conference of the home decoration industry and the new model of "worry-free home" product and service conference, the organizer and Global Network Home Furnishing held a sub-forum of "Breaking the Situation in the Stock Era - Speculative Salon", bringing together representatives of national decoration enterprises to discuss the new direction and new path of industry development around the "Good Home Standard", "Market Trend" and "The Way to Break the Game".
There are standards for a "good home".
At the press conference, the first book series of "Good Home Standards" with consumer recognition and use as the core was launched, including three categories: "Completion Acceptance Standards for Home Improvement Concealed Projects", "Completion Acceptance Standards for Home Improvement Customized Products" and "Completion Acceptance Standards for Home Improvement and Bathroom Space". The three standards were compiled and formulated by experts from 30 leading home improvement enterprises, excellent custom enterprises and excellent sanitary ware enterprises in China, together with experts from the National Building Materials Testing Center, for half a year. Based on the current market development trend and consumer demand insight, Oriental Yuhong released a new home improvement strategy at this conference, launched a high-quality upgrade of the new product system service model, and helped the "good home standard" landing.
Zhou Jia, national editor-in-chief of Global Network Home Furnishing
As the protagonists of the front line of the home improvement market, how do decoration companies view the "good home standard"? At this forum, the host Zhou Jia, the national editor-in-chief of Global Network Home Furnishing, An Jie, vice president of Yezhifeng Group, Zhou Zhiwei, chairman of Xuanyi Decoration, Liu Jinlin, chairman of Yuding International, Cong Peidong, director of Shanglayer decoration delivery, Li Mingbin, executive director of Xinbaili Decoration, and Qiu Zhenyi, president of Qeeka Home, focused on "Is there really a standard for a good home?" What are the elements of a good home? This topic was discussed in depth.
An Jie, Vice President of Yezhifeng Group
An Jie, vice president of Yezhifeng Group, said that Haojia has hard and flexible standards. Rigid standards are basic functional guarantees, such as water pipe wiring spacing, waterproof thickness, base treatment process, etc. Flexible standards provide services for different customer needs, among which environmental protection and comfort are key. In the rapid development of the industry, the construction of standardization has been neglected, and now it is necessary to combine information technology to do a good job in delivery and create a healthy, environmentally friendly and comfortable "good home".
Zhou Zhiwei, chairman of Xuanyi Decoration, believes that a good home can be divided into two parts: commonality and individuality. Commonality is the foundation, including construction standards, good materials, high-quality construction and after-sales guarantee. Personality is reflected in the design, and each customer has a different understanding of the beauty of home. The understanding of good home changes with the times, from functional satisfaction to aesthetic pursuit, to intelligent interaction, the demand for good home in each era is constantly iterating.
Liu Jinlin, chairman of Yuding International
Liu Jinlin, chairman of Yuding International, emphasized that the standards of good homes are constantly updated and iterative. First, the decoration quality standard, the industry continues to upgrade and improve, forming a high-quality standard; The second is the decoration service standard, including landing, installation and delivery, to provide better services for the owners; The third is the evolution of design standards, people-oriented, to meet the individual needs of owners for home.
Cong Peidong, director of Shangtai Decoration Delivery, pointed out that the standard of a good home in the stock era needs to be redefined. In the past, it was an era of rigid demand, but now it is an era of improvement. The Good Home Standard should be from the consumer's point of view, providing emotional value and satisfying personalized features. Decoration companies must change their perspective and pay attention to consumers' expectations for their homes in order to realize the true value of home decoration. Home decoration is no longer a simple functional satisfaction, but also a manifestation of emotional and personalized needs.
Li Mingbin, executive director of Xinbaili Decoration
Li Mingbin, executive director of Xinbaili Decoration, analyzed the standards of good homes from the perspective of the Sichuan regional market. He said that with the goal of a good home, home decoration should take into account the needs of family members and the creation of a family atmosphere, such as the design of multi-generational living and respect for the Chinese tradition of order between the young and the old. Let each family member have an independent and comfortable space to suit their own preferences.
Qiu Zhenyi, president of Qeeka Home, believes that the definition of a good home includes both subjective and objective aspects. Objectively, the quality of the house and the basic decoration standards are the basis, such as water and electricity, waterproofing, electrical circuits, the safety of doors and windows, etc., which have specific standards. In terms of subjectivity, design and functional needs vary from person to person, such as the different needs of the elderly and children, as well as personal aesthetics. Therefore, the definition of a good home must be subjective and objective with each other, specific to the home decoration level, should first be standardized and quantifiable, and secondly, it should meet the personalized aesthetics and needs of the owner. Today's release of the Good Home Standard is a good start to pushing the definition of a good home closer to life.
Think about how to break the game
In the stock era, the home improvement market has undergone a significant transformation. Consumers seek consumption upgrades, desire more personalized services and products, and their expectations for home improvement quality and service have risen sharply. At the same time, due to the saturation of the market, the competition has become more intense, and the installation enterprises are facing huge challenges. In this context, "clarifying the new trend of market and consumption, breaking the stock era" has become the focus of the whole industry, and it is also the core topic of this forum. At the forum, the guests discussed how to meet this challenge by innovating service models, introducing new technologies and deepening customer relationships, so as to find new growth points and breakthroughs in the highly competitive market.
An Jie, vice president of Yezhifeng Group, pointed out that in the stock era, the mainstream customer group has undergone great changes. The post-90s and post-00s consumption concepts and methods are completely different from those of the post-60s, post-70s and post-80s, and they expect faster and more accurate services. Enterprises need to optimize drainage methods, accurately target customer groups, and improve conversion rates. Enterprises that do their jobs well and provide good services will survive well. Improve delivery efficiency and quality through digital construction and strengthened team management. The key to breaking the situation is to update thinking and cognition, provide differentiated services around customer needs, and achieve high-quality reputation and performance growth.
Xuanyi Decoration Chairman Zhou Zhiwei
Zhou Zhiwei, chairman of Xuanyi Decoration, believes that in the face of market segmentation and consumer demand segmentation, the key to maintaining growth for enterprises lies in returning to the market and returning to users, which can be achieved in three ways: improving professional capabilities to meet the diverse needs of consumers, such as expanding into the hardcover housing market; Optimize internal operations and management, reduce costs, improve cost performance, and enhance market competitiveness; Focus on specific areas, such as age-appropriate home improvement or smart home improvement, establish core strengths, and broaden the development path.
Liu Jinlin, chairman of Yuding International, pointed out that the mainstream consumer groups in the stock era pay more attention to quality and efficiency. Especially the post-90s and post-00s generations pursue a simple and convenient decoration experience, hoping to move in with their bags and not participate in the cumbersome decoration process. Decoration companies need to provide one-stop overall home improvement services, from design to check-in, to ensure that owners have no worries throughout the process. Installation companies should also focus on the overall service capability, from hardcover transformation and bureau change to replacing a water purifier and a filter element, increasing customer stickiness through high-frequency services, extending the scope of services, and achieving multi-point profits. In addition, we should also pay attention to improving management efficiency, reducing costs, and doing a good job in delivery.
Shang Layer Decoration Delivery Director Cong Peidong
Cong Peidong, director of Shanglayer Decoration Delivery, said that decoration companies should provide more segmented services according to different customer needs. Including the To B end that meets the needs of living and the To C end that pursues quality life. The B-side emphasizes efficiency, price, and speed, while the C-side focuses more on experience. To meet the needs of customers in the era of stock housing, it is not only price and speed, but also personalized experience. In the future, decoration enterprises should provide grading services in the context of consumption grading and market grading. The core competitiveness of the decoration enterprise lies in the deep and thorough subdivision to meet the needs of different customers.
Li Mingbin, executive director of Xinbaili Decoration, pointed out that in the stock era, the home improvement market and consumer demand are changing rapidly, the decoration style and materials are frequently updated, and the demand is polarized significantly. In the face of these changes, decoration companies need to respond quickly, especially to meet the attention of the post-90s and post-00s generations to design styles and trends. In addition, reducing costs and increasing efficiency is the main challenge at present, and he emphasized that Xinbaili will continue to deepen digital transformation to reduce costs and improve operational efficiency.
Qiu Zhenyi, President of Qeeka Home
Qiu Zhenyi, president of Qeeka Home, analyzed that in the stock era, the proportion of rigid housing declined, and improved housing increased. Users are no longer decorating for the first time, and are greatly affected by short videos, with more concerns and longer decision-making cycles. In the face of these new trends, he suggested that decoration enterprises should strengthen their internal strength from three aspects: first, clarify market positioning, focus on subdivisions, and actively accumulate word of mouth; secondly, the implementation of precise operations, through the multi-channel strategy to effectively obtain traffic; Finally, embrace the internet, AI, and digital tools to improve efficiency and reduce costs to ensure sustainable growth.
"The Breakthrough Method of the Stock Era - Speculative Salon" emphasizes how decoration companies can effectively use the "good home standard" in the stock market to carry out in-depth layout in products, services, technological innovation and market positioning to meet the higher and higher expectations of consumers. Looking forward to the future, the collaboration of the whole industry chain will be the key, and jointly develop solutions that meet the needs of market classification and consumption classification, and promote the high-quality development of the entire industry.