In recent years, almost every manufacturer with a certain scale and product integration ability has put forward the concept of “ whole home â€. In the March Guangdong Furniture Fair, more than 30% of the brands are around the whole. Home made a big fuss. What is the overall home? What is the overall home concept that every company thinks? How does it work to extend to the end market? With these questions, the reporter visited several well-known brands and enterprises in Shenzhen, but the concept of the overall home seems to be more and more vague, and the overall home furnishing style of the industry is more and more doubtful. Almost different enterprises are concerned about the overall home. Different understandings, from a small suite of products to soft decoration, as large as the whole house of fine decoration, home appliances and furniture are complete, almost can be big or small, we can not help but ask: the furniture industry is doing "whole home "Or "all furniture"?
To understand the overall home, you may want to jump out of the furniture industry and see how the entire home industry is advancing in the overall home.
The three generations of the whole home
The earliest proposal for the overall home concept should not be the furniture industry, but the building materials industry within the scope of the home.
The first generation of overall home: In 2008, Beijing Cobo Bolognese began to extend from cabinets to OEM (original design manufacturers) or ODM (OEM) products such as flooring, bathroom and furniture, and proposed the overall home concept for the first time. As a result, Beijing Decoration, such as Dongyi Risheng, Shichuang and other leading enterprises in the decorative industry, followed closely to make substantial progress toward the overall home improvement or overall home.
The second generation of the whole home: In 2009, eight building materials and furniture companies, including Nature Floor, Dongpeng Ceramics, Ou Pai Cabinet, Midea Electric Appliances, TOTO Sanitary Ware and Red Apple Furniture, joined the Champion Alliance and began to promote sales nationwide. Lack of implementation of the overall landing action.
The third generation of the overall home: After 2010, the furniture industry began to try to mention the overall living room, the overall furniture concept, in the second half of 2010, many furniture factories began to integrate products to the overall home concept. Where is the road?
However, in the end, what is meant by the overall home, and how to carry out the actual marketing actions of the whole home, has become the heart disease of many furniture enterprises and building materials enterprises.
“Overall homes are nothing more than a combination of building materials, home, home furnishings, home improvement and even home appliances.†As advocated by Zeng Yuzhou, the pioneer of this marketing model, this is the pioneer of this marketing model. Once a few industrial chains are organically integrated into a business model, they can be called a whole home.
However, in the furniture industry, the general enterprise believes that the overall home is simply integrating the product line. From the original production of single-category products to the production of suite furniture in the whole house, together with the soft assembly, it can be called the whole home. Of course, many companies are also frank and convinced that the overall wind that rises in this furniture industry should be called “integrated furnitureâ€. It is only because of the addition of soft accessories such as accessories that they have a reason to move closer to “homeâ€. .
In this regard, Shenzhen Fuzhidao Furniture, as one of the first manufacturers in the industry to propose the overall concept of home, is different from the practice of many manufacturers. They even agree with the concept put forward by Guangzhou Haojiao. They believe that the overall home should not only cover furniture. In addition to jewelry, we should integrate building materials, home improvement, and home appliances, and combine these large upstream and downstream industries. In the terminal, we can truly realize the “stay in the bag†of the buyers, which can be regarded as the overall home in the true sense. COO Lisha of Fuzhidao's overall home business department believes that compared with the building materials industry, the furniture industry is more “integrated and home-madeâ€, which makes the whole home synonymous with fashionable gadgets or industry dreams. I don't know where the road is.
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