Halfway through 2016, the development of the home furnishing industry is full of sights. Whether it is the store and the company go out of the country to force design, open a new marketing model, or the company is committed to public welfare marketing, take advantage of the new VR technology... The changes in the home market can be summarized by the following eight keywords.
Keyword 1: Design
If you comment on the most dazzling events in the first half of the year, it is not a "design". From the 2016 Milan Design Week, the Chinese design shines to the actual home to design a "open back door" for China, and in the most bullish store, a street for original design. In this way, the home and design circles in 2016 have become so different. From marketing to design, this change has made the design full of color.
NO.1: Chinese design shines in Milan
1 Red Star Macalline stand out?
In 2016, Red Star Macalline and Chuang Fund gathered ten top Chinese designers Qiu Deguang, Lin Xueming, Liang Jinghua, Liang Zhitian, Liang Jianguo, Chen Yaoguang, Jiang Feng, Dai Kun, Sun Jianhua, Yu Bin, and ten to “original design†The well-known furniture companies Huari, Bosen, the Federation, Qumei, Ronglin, the left and right, the window of the city, La Casa, the Top 100, and Ruichi have jointly created a series of old-fashioned products derived from China. Using modern and fashionable performance techniques to create functional and artistic furniture products, debut at Milan Design Week, "passing and standing out", let Chinese design shine in Milan.
2 heart + design school
In April 2016, Milan Design Week, a group of 12 outstanding designers from the Chinese design community, Zhao Muzhen, Qiu Chunrui, Lai Jianan, Lai Lian, Ke Shangda, Lian Zicheng, Ling Zida, Sun Jianya, Lin Yiran, Zeng Chuanjie, Du Baijun, Yan Chengxun ——Heart + Design Society, the work officially unveiled, and the revival of the oriental design trend of thought.
3 design outside OO!CHINA
Co-hosted by Design Radio and the Italian design organization Sarpi Bridge-Oriental Design Week, the fourth force of the young art collective Jillion Art Collective from Shanghai is the curatorial work of this exhibition, a visual feast on art and design – - "Outside the design OO! CHINA" blooms Milan.
4 China Design Blooms Milan Design Week Satellite Show won the SPECIAL MENTION Design Award
The 2016 SaloneSatellite (Satellite Show) theme is “New Materials, New Designâ€, which aims to discover breakthrough “material innovation†and “design thinking innovationâ€. The organizing committee selected from hundreds of exhibits and finally selected six winners from global designers. In the SaloneSatellite Award, FRANK CHOU DESIG STUDIO (Ping Screen) from China won the SPECIAL MENTION design award.
NO.2: Actually, the home designed "open the back door" for China.
On May 21st, China's five original design brands HC28, first life, noble work, Maxmarko Mumei, ACF HOME, Mexarts Home, and the home, joined hands to the home, and opened the original furniture gallery in the North Fourth Ring store. As the promoter behind this effort, Wang Linpeng, the chairman of the House of Real Estate, said in the opening ceremony: "This is the golden age of design. Design innovation is a problem that every enterprise must face. In the future, more space will be provided to original brands that are passionate about design and life.†China's most mainstream home channel recognizes Chinese home furnishing brands, which is a great incentive to adhere to the strength of Chinese local design.
Keyword 2: New marketing
Faced with fierce competition, how to get consumers' attention, how to get the right consumers to get the favor of the drug becomes the focus of corporate thinking, perhaps the marketing philosophy of these companies will make you shine: new marketing. In the new marketing, the first to be the one who wants to become the "net red", the chairman of the red star Meikailong Che Jianxin: "Don't call me the car in the future, call me 'car" to start.
NO.1: The boss who doesn't want to be a net red is not a good entrepreneur.
Since the founding of Red Star Macalline Chairman Che Jianxin at the group's high-level meeting: "Don't call me the car in the future, call me 'car", after the red star Macalline's "net red" road begins pack. In the pre-publication of the 30-year celebration, H5, "Che Jianxin invited you to join the group chat", smashed in the circle of friends. "Net Red" car Dong, is a harvester of fans. On June 18th, at the 30th Anniversary of Red Star Macalline, the net red "car" and the red star Macalline spokesperson Gao Yuanyuan, Angelababy, and Li Zongsheng, Wu Mozhen, Wu Dawei, Zhang Yuying and other literary and art superstars, And impromptu and Wu Mozhen live dance skills, won the full house. From the new name of the suffocating to the domineering dance of the same Taiwanese, the entrepreneur born in the 1960s is not only trying to do "net red" but to insert the red star Macalline into the Internet. Wings, to create "Internet + Red Star Macalline" "net red."
NO.2: TATA wooden door star marketing
On July 24th, 2015, “Fashion Goddess†Lin Zhiling unveiled the TATA wooden door Beijing Shilihe actually home more than 600 square meters of street shops opened.
On November 28th, 2015, “Da Niu Niu†Li Chen helped TATA wooden door 2000 square meters Wuhan Ouyada Grand Store opened;
On March 20th, 2016, “Xi Shen†Xie Na was pleasantly presented at the TATA wooden door 1600 square meters Beijing Real Home North Fourth Ring Store.
On April 30th, 2016, “National Male God†Zhang Liang helped the newly opened Hangzhou TATA wooden door quiet living hall of 2000 square meters.
The star's halo effect represents not only the image and strength of the company, but also the goal of a large number of fans competing for it. Perhaps "multi-star marketing" can become a new way of corporate marketing, but the key is to look at "temperament."
NO.3: Star cross-border design
On January 21st, “Ai Ruisi 2016 Fashion Trends and New Product Launching Ceremonyâ€, Zhao Wei was designed by the brand spokesperson to become a designer of Ai Ruisi. At the same time, Fan Yishan, Chairman of Ai Ruisi, announced that In 2016, I pushed Zhao Wei to design a home work. The cross-border design of the star not only turns the spokesperson into a designer, but the aura of the star designer can attract a large audience. This change is really a “city playâ€.
Keyword 3: Public welfare
The home industry loves public welfare. In the first half of 2016, a large number of public welfare festivals have become a home of the home industry. Whether it is a real fist or an embroidered pillow, at least, public welfare has slowly become a way for companies to care for society outside of revenue. From old-for-new to old-fashioned design, from public welfare tree planting to holiday charity, these public welfare projects related to the environment and health have become the choice of many home furnishing companies.
NO.1 New Public Welfare: “Old and New Green Awakening†Old Love Design Public Welfare Activities
On June 23rd, the old Aihuan New Design Exhibition with the theme of “Old Things Transformation†was opened in Beijing. The exhibition attracted and convened more than 200 designers to participate, and received more than 700 sets of works. At the same time, the teachers and students of 26 design institutes also participated extensively, and they received the attention of nearly one million people across the country. From the old-for-new policy, to the promotion of furniture products, to the old love and new design with strong social responsibility and public welfare, Qumei insists that inheritance and cherishment are infinitely magnified. Since August 2013, Qumei Home has launched a “new-for-new†public welfare environmental protection activity for a period of five years, 50 days a year. After the two years of landing in 2014 and 2015, in 2016, Qumei Homeland “land-for-new†third season landed Ningxia Hui Autonomous Region “Happy Homeland? Green Xihaigu – National Volunteer Ecological Poverty Alleviation Tree-sharing Activityâ€.
NO.2 Festival Public Welfare
Good rai
On April 21st, “New Sunshine-Hao Lai Keguan i Leukemia Fund†was launched by Beijing New Sunshine Charity Foundation. #Action to help leukemia children#, using a simple and life-like action to express the determination to refuse pollution. And call for more people to participate, care for leukemia children, pay attention to environmental protection, and promote healthy living.
Nature home
On May 20th, Nature Home “Healthy Home·Love Fund†was established in Beijing. On the day of its establishment, it raised funds for children with leukemia. This is the commitment of nature home to “no poison in the worldâ€, which will be communicated to consumers through 520. Nature Home is based on a healthy family, caring for consumers, caring for the family, and caring for the society. It is another interpretation of holiday public welfare.
NO.3 public welfare tree planting
For home furnishing enterprises, taking nature and giving back naturally become the public welfare choice of many enterprises, and public welfare tree planting has become the first choice for public welfare. At the beginning of 2016, there are many home furnishing enterprises such as nature home, TATA wooden door, and Guangming furniture. Formal feedback to nature: “I am a tree for breathing†is the 20th ecological forest planted by Nature Home “China Green Layout Project†since its launch in 2006; it is located in the famous desert area of ​​Yinchuan, Ningxia, under the TATA package. 50 mu of desert, in the next few years, "TATA Mumen Desert Greening Fund Forest" will have 8,000 trees rooted in it under the support of TATA; Guangming Group in Xiling Forest Farm and Qingshan Forest Farm in Umahe District, Yichun, Heilongjiang Province Cuiling Forest Management Office and Nursery Forest Experimental Management Office have planted “Guangming Love Forest†for 7 consecutive years... This series of tree planting behavior has become the representative of household enterprises to adhere to public welfare.
Keyword 4: New National Standard
In 2016, the new national standard for toilets and the new national standard for air purifiers were introduced. However, the implementation of the new national standard may not be satisfactory, and further improvement is needed.
NO.1: New national standard for toilet
The “New National Standard†divides the water-saving toilet into two types: water-saving type and high-efficiency water-saving type. The standard stipulates that the water-saving toilet should be no more than 5 liters, and the water-saving toilets with single or double gears should be no more than 4 liters. The water consumption of the water-saving squatting pans is not more than 6 liters, the water consumption of the small-grade rinsing water is not more than 70% of the water consumption of the nominal large-scale water, and the water consumption of the high-efficiency water-saving squatting pans is not more than 5 liters.
NO.2: Air purifier
On March 1, 2016, the new national standard for air purifiers, GB/T18801-2015 "Air Purifier" was officially implemented, which clearly defined four core indicators that affect the purification effect of air purifiers: CADR value (clean air) Quantity), CCM (cumulative purification), energy efficiency rating and noise standard, consumers only need to pay attention to four new indicators when purchasing, so that consumers have a better reference when purchasing, and at the same time make market promotion more Transparency, not blind price wars and pseudo-intelligence.
NO.3: New national standard for gas water heaters
The new national standard GB/20665-2015 for gas water heaters, "Energy efficiency limit value and energy efficiency rating of domestic gas rapid water heaters and gas heating water heaters" was implemented on June 1. The new standard has more stringently divided the energy efficiency rating of gas water heaters. The assessment method has been adjusted from the previous single thermal efficiency to two thermal efficiencies. For gas water heater manufacturers, the new standard will also have a greater impact on product production. Insiders said that the new standard will affect more than 80% of the products on the market today, which means that in order to maintain the existing energy efficiency level, these products must complete the improvement of thermal efficiency in the following year. .
Keyword 5: Black list
In the first half of 2016, the black list frequently appeared. According to incomplete statistics, children's furniture, air purifiers, toilets and other multi-category products were unqualified, including many brands such as Fu Anna, Xiaomi and Colorful Life. Not only the physical sampling problems, Tmall, Jingdong, No. 1 shop and other online shopping home products also appeared sampling failure, e-commerce was pushed down the cusp.
On December 15th, the “Shanghai Sofa Product Quality Supervision and Inspection Results†issued by the Shanghai Municipal Bureau of Quality and Technical Supervision showed that among the 33 batches of sofa products sampled, the unqualified rate reached 20%, and the unqualified 6 batches were among the products. Of the 5 batches of e-commerce products, 2 were from Jingdong Mall, and the other 3 were from Tmall, Suning and No. 1 stores.
2 Hunan Provincial Administration for Industry and Commerce announced the results of the quality inspection of the circulation areas, showing that the batches of bedding samples were unqualified, involving well-known home textile brands such as Fu Anna and SALSA Sha Sha.
On March 14, the Beijing Consumers Association released the results of the comparative test of the toilet. In the market, 50 sets of toilet samples were randomly purchased. After testing, 13 sets of sample quality indicators did not meet the national standards, and the unqualified rate was 26%. The nominal trademarks were Nobel, Ji Shiduo, FABAO, CRW and other products. qualified.
4 Shanghai Municipal Quality Supervision Bureau announced the latest inspection report of empty net products. The air purifier brands that were checked for problems included Gree Weikang, ENVION, three fathers and Xiaomi. Among them, solid air pollutants clean air volume and noise are the most important issues in these brands on the black list.
5 According to the "0405 Furniture Second Unqualified Publicity List" promulgated by the Beijing Administration for Industry and Commerce, the products of Qidu Life, Hengda Meisenmei, Cool Manju and many other furniture enterprises failed to pass the inspection.
Keyword 6: Listing
At the beginning of the year, many annual reports and performance forecasts of listed home furnishing companies were announced one after another. From the published annual financial reports of various companies, although the results were uneven, most enterprises achieved double revenue growth and profits. Sophia achieved operating income of 3.196 billion yuan, up 35.35% year-on-year; net profit of 459 million yuan, up 40.42% year-on-year; Xilinmen expected net profit to increase by 100%-150% during the same period; Red Star Macalline gross margin was as high as 74.2%, net profit margin also Up to 27.9%, higher than other listed home furnishing companies.
The home furnishing trend is all the way, so that the home enterprises that are still queuing outside the IPO door are very embarrassed. After the application for the first home of Gujia Home on April 6, Hengkang Home and Yazhen Furniture successively applied for approval and started. The pace of the listing is tight. To this end, we can see that following the boom in the listing of home furnishing companies in 2015, 2016 will once again usher in the peak of home business listings! It is planned to be listed on the Shanghai Stock Exchange and sprint A-share IPO again. On May 13, Red Star Macalline Home Group Co., Ltd. released its initial public offering prospectus. This is the actual action since Red Star Macalline announced its return to the A-share plan in February this year. On May 25th, Emperor Sanitary Ware was listed on the Shenzhen Stock Exchange and became the first listed sanitary ware company in Sichuan. The stock of Emperor Ware has soared 41.91% at the opening of the day. The Mona Lisa Group announced its initial public offering prospectus, which is intended to be listed on the Shenzhen Stock Exchange. According to the prospectus, the number of shares issued by Mona Lisa this time is 39.43 million shares, accounting for 25% of the total issued share capital.
Keyword 7: External migration
NO.1 mainstream Beijing enterprises hold group transfer
In the face of Beijing's increasingly stringent environmental regulations, home building materials companies have only two options – either eliminated or moved out. This year, the process of Beijing's home building materials enterprises will be greatly accelerated. In the surrounding areas of Beijing, which has taken over the construction of home building materials enterprises, some furniture parks have begun to be built. Among them, the four major furniture parks of Qingxian, Hangu, Baigou and Lutai are the most eye-catching and most competitive.
On June 28th, the “Starting Ceremony of the Beijing-Tianjin Home Eco-city Project†and the “Beijing-Tianjin Home-Innovative Industrial City Project Promotion Activity†were held in the Lutai Economic Development Zone. There are 6 projects in focus on this project, involving a total investment of 6.12 billion yuan. As the flag of Beijing brand furniture, the landing of Lutai, six key supporting projects such as Ai Ruisi, Yifeng Furniture, Century Jingtai and Meiya Industrial will further become the vane of Beijing's home furnishing industry, accelerate the development of industrial agglomeration and promote the reed Taiwan industry transformation and upgrading.
On April 28th, the Bohai Sea (Hanlu) Furniture Industrial Park successfully signed 14 enterprises. This is the second batch of contracted enterprises since the first batch of 14 projects in the Bohai Sea (Hanyu) Furniture Park started construction. The project ended at the end of April. A total of 28 furniture manufacturing manufacturers were signed, and the first phase of the plot covers an area of ​​1,658 mu. The second phase covers an area of ​​1512 mu, and 5 of the contracted enterprises occupy about 200 mu in the second phase. The second batch of enterprises entering the park agreed to a total investment of 1.12 billion yuan, covering an area of ​​about 500 acres. Among them, there are 11 Beijing enterprises and 3 Tianjin enterprises. Mainly produces living room furniture, bedroom furniture, kitchen furniture, office furniture, wardrobe closet, kitchen equipment, sofas, wooden doors, beds and other furniture and ancillary products.
NO.2 Beijing-style alliance enterprises compete to enter the star cube
In 2016, Beijing home furnishing enterprises were affected by policy outreach, and they moved to second and third tier cities such as Qingxian, Hangu, Baigou and Lutai, but compared with Beijing, these cities are sensitive to fashion and trend. There is a certain gap between the degree of response and the perception of wind direction. As a result, Red Star Macalline combines cultural and artistic, creative design, home design, e-commerce and other companies in a creative office space, service-style office attracts the attention of Beijing-style alliance enterprises, Yifeng furniture, Nordic artist furniture, non- With the home, KD Haute Couture, Yi Si Meng Sha furniture, Senna Fengqing furniture, Feimei furniture, Puerma home, Feimei floor, Dechi furniture and other Beijing-style alliance enterprises have signed a contract.
Keyword 8: Home VR
With the development of Internet technology, VR has become one of the hottest technologies this year. VR is the abbreviation of Virtual Reality. Translating into Chinese is “virtual realityâ€, a computer system that can create and experience virtual worlds. At present, in the home industry, VR technology has received more and more attention. Many companies have built VR home experience stores, VR virtual model rooms, and the first VR experience museum in the custom home industry has settled in Europe.
NO.1 Customized home industry's first VR experience museum settled in Europe
In March 2016, the first VR experience museum in the custom home industry settled in Europe. In the European VR exhibition hall, the new high-tech arc screen sensing desktop, enhanced electronic sand table, 360° holographic triangle cone, HoloStation holographic table, and 720° immersion helmet can bring consumers a new customized experience. In addition to the European, as of now, the custom industry including Sofia, the first-line custom brand, is also testing the water VR. According to the relevant person in charge of Jiumu Kitchen and Bath, the VR system of Jiu Mu will be unveiled at the Shanghai Kitchen and Bath Show after the debut of the Shanghai Kitchen and Bath Show, so that consumers can experience different “smart bathroom spacesâ€.
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