With the improvement of living standards, people's demand for homes has gradually upgraded from single to diverse, individual, taste and enjoyment. While the consumer behavior has undergone profound changes, many home furnishing companies are also achieving self-upgrading and evolution, and the concept of “big home†is quietly popular. However, the entry of household enterprises into the "big home" is the pros and cons of coexistence, and the home furnishing enterprises can only solve these shortcomings and then move the big home market.
What are the disadvantages of big home?
The first is not specialization. For example, the original is just to do the floor, and then it is also used as cabinets and wooden doors. The manpower and financial resources invested are large, and it is difficult to achieve specialization. Therefore, although it is said that the transformation to the big home, but to do a good home, it is not easy. Second is the loss of the brand. If the quality of the new entry field cannot keep up, it will definitely damage the brand. Moreover, under the big home strategy, the recognition of different categories is actually not high, and even tends to be blurred, which is naturally not conducive to the long-term development of the brand.
How to solve the drawbacks?
The first is brand cooperation. For example, a brand provides customers with full-house customization, but the products used for customization are not all of the brand, and other brands may be selected. Cooperating with other brands is actually splitting with people and giving up market share. The second is a multi-brand strategy. Extend your product line by creating sub-brands. Multi-brand cooperation can not only occupy more market share, but also its market strategy can be more flexible. In fact, the brand of the transformation of the big home, there are many double-brand or multi-brand layout. They flexibly develop strategies based on their own needs to enhance their competitiveness.
For example, to seize the segment
Ou Pai is positioning the high-end cabinet brand. After the transformation of the big home, Ou Pai launched a sub-brand Opal in the urban white-collar group, focusing on cabinets to provide stylish overall kitchen service for white-collar workers. After the launch of the second brand, Opalili, its stores showed geometric growth, and the barbaric growth of the channel was out of control. In the past few days, it broke through 800. Similarly, Sofia, which is mainly made up of custom-made wardrobes, has also introduced the famous French cabinet brand Simi after turning to the big home, in order to enhance its business in the cabinet sector. As of the end of September, there were 450 independent stores in the company. Although the SMI cabinets are still at a loss in the first half of 2016 due to the large investment in the previous period, it is foreseeable that, after the completion of the layout, the SMI cabinets can play a scale effect and will become one of the new growth points of the company's future revenue.
Such as complementing the main brand
The same is the cabinet brand of the European and Opal is also an example. Ou Bo Li is positioned at the mid-end, facing the younger group, creating a stylish kitchen, in fact, is complementary to the positioning of high-end European cabinets. Vantage and Decker in the kitchen industry are another example. Vantage is positioned at the high end, and its main target market is in domestic first- and second-tier cities. This year, Vantage's wholly-owned acquisition of Black & Decker is positioned at the low end, mainly in third- and fourth-tier cities and export trade, which form a perfect channel and product. Cooperation and complementarity.
For example, using a certain field as an entry point to shake the big home
In February of this year, the floor giant Del was strong and entered the winner's wardrobe. Mr. Qi Jiyong, the chairman of the board, clearly pointed out that Del “Large Home Strategy†will use the winning wardrobe as the entrance, improve the intelligent and customized system of wardrobe storage, integrate the resources of the home industry, and acquire more enterprises in related fields to realize the home. Industrial strategic transformation and upgrading. In 2001, Bai Desheng was doing environmentally-friendly custom wardrobes, and the strength was not weak. In the large home based on customization, for the floor brand del, which has no customization experience and no basis for the production of other products, it is a very good choice to enter the big home with the winning point.
In addition to the above brands, Meikemeijia won with a multi-brand strategy, with four brands; Suibao Group also has four sub-brands. In fact, it is not difficult to see that a single brand is difficult to shake the big home, using a lot of brand strategy, or it will be a very important point in the big home era.
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