Home industry will enter the era of 'micro-happiness'

“The era of 'big happiness' is already a time when Huang He is gone. The home industry will enter the era of 'micro-happiness' in the next five years.” Chairman of the European Commission Yao Liangsong held the second session of the China Household Industry Development Conference held on January 16. This argument has been thrown out so that domestic bigwigs are deeply pondered. In the face of the industry trend that has declined in 2014, how can companies face 2015? A depth adjustment around ideas, products, channels, and teams is coming.

From "big happy" into "micro-happiness"

On January 16, 2015, the Beijing skies washed by the first snow appeared as beautiful as APEC Blue. 400 companies, 100 business leaders, and 1400 industry guests gathered to explore the development of the home industry in 2015.

"The home industry has entered the era of 'micro-happiness' from the era of 'great happiness', and it is absolutely impossible for 2015 to be very warm, with a bit cold in the middle, but not very cold. Real estate regulation continues, and there is less water in the upper reaches. Will certainly affect the home industry, especially in areas like our cabinets, wardrobes, building materials, the entire 'great happiness' is Huang He is gone forever.” Yao Liangsong used “micro-happiness” to describe his views on the situation in 2015, quite a bit People are surprised that it is not cold winter, not shuffling, not blind pessimism, nor blind optimism, and it seems that people feel very appropriate afterwards.

"Micro-happiness" is not unhappy, but it is also very different from the "great happiness" of the rapid development of the home industry in the past decade. It is full of realistic flavors and sweet hopes. It stirs the hearts of home-baked people. Expectations for the future. "Micro-happiness" means that the company's profits are thin, competition is high, and pressure is high. If it is too careless, it may face closure, suspension, or even closure.

The "great happiness" established from the economic upswing and the "micro-happiness" during the economic downturn require the owner of a home-based company to have a good attitude. Actually, President Wang Linpeng explains in a simple way why people generally feel cold. This is because "Incidentally, including homes, China's successful companies have all grown up in the economic up cycle. We have not experienced a complete economic cycle. There is no We have experienced the test of economic downturn or decline. Therefore, compared with the previous years, 2014 is cold, but it is not cold from the entire economic cycle. We must adapt to the economic growth to restore normal conditions, and I have full confidence in the future of China's economy."

The opinions of the home industry leaders have set a basic tone for the development background of 2015: from “great happiness” to “micro-happiness”, the industry’s overall entry into the “micro-happiness” era also means the following series of changes.

Without adjusting concepts and products to die in the “great happiness” era, it may not be surprising that a home-based company can easily survive. However, in the “micro-happiness” era, it is not desperate, if not quickly The depth adjustment of products, channels, and teams is the critical point of life and death.

The adjustment of philosophy determines the starting point for companies in the home industry to enter the “micro-happiness” era. In the era of “big happiness”, many companies can earn a lot without difficulty, but in the era of “micro-happiness”, the opportunity to make big money is gone, and companies that are frail and sick themselves may be worse off. However, it is only meager profits that the dominant companies are struggling to pursue. Even the TATA wooden doors in Chengdu achieved sales of 28 million yuan in 2014, and the profits were only 3%.

Product adjustment affects the core competitiveness of enterprises, which will be more evident in the era of “micro-happiness”. In the era of household consumption becoming more and more personalized, he has no products that I have and he has strong products to win the attention of consumers. In the past 2014, Yifeng Furniture began to transform itself into customized products and succeeded in snatching a large number of panel furniture consumer markets. Rong Lin and Qu Mei, etc., moved with original designs and won the favor of many high-end consumers.

In addition, channel innovation and team restructuring are also imperative. Qu Mei and Shang Pinjue will enter the Wanda Plaza into specialty stores, and even if the young family members such as Li Fuwang and Su Wenlong will be employed as branch office managers, they will all show a strategic shift in the era of “micro-happiness”. As Yao Liangsong said: “The pressure in the next five years will be big, but as long as we maintain a full range of innovation, it will still be wonderful.”

To compete with Internet minds to lead the geese, "The typhoon mouth, the pig will fly." Historical transformation brings opportunities, in the "micro-happiness" era will still be born some leading geese. In 2015, when the Internet boom hit the traditional home furnishing industry, home furnishing companies could gain new opportunities if they could use Internet thinking while Xiaomi, Vanke, Haier and other big crocodilians are eyeing the home industry. .

E-commerce is the most common and initial measure for the home industry to embrace the Internet. However, it often takes time to lose money and it is not effective. There are not many successful players. Through the unified price system and the establishment of a distribution system to eliminate the traditional home industry, the development of electricity business difficulties TATA wooden doors in the industry is unique, and its chairman Wu Chenxi's views on the Internet are inseparable, "We do the essence of e-commerce is cost-effective, so that consumption The person who finds you quickly, whether the consumer knows your brand through the Internet or through the storefront, is not important. It is important for him to believe in you and why he wants to buy your product." He believes that no matter which era we have to follow the trend of consumers, the other is a catalyst, it is a tool.

In fact, the Internet is not just a tool. This kind of thinking can also affect the status of the home ecosystem. At the summit forum “Leading Trends and Doing Industry Leadership”, Qi Lin, President of Rong Lin pointed out: “Originally, it was wrong to use our supply chain as a generation channel and our strategic peers as competitors. In fact, we are growing together. The inevitable existence of each link, on how to jointly develop this ecosystem, we must make a lot of contributions together. We are coexisting relationships. Some suppliers are your shareholders. You and the platform provider are mutually promoting relationships. Even you It is the leader of the platform business.” He thinks that in the past it was a single enterprise development. Now that we must first develop the industry, the key is the way of thinking. This is a disruptive change.