Industry | How can home furnishing companies expand their market share after turning crisis into opportunity?

Postponement of work resumption, postponement of exhibitions, postponement of investment promotion.
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Home furnishing companies that rely on offline, labor-intensive, and enhanced experience, especially the large number of small and medium-sized dealers, are facing the pneumonia epidemic caused by the new coronavirus , Can be described as an unprecedented survival challenge.
In response to the government's call, home furnishing companies have halted production and business.
Each day of work stoppage can cost millions of rents and salaries.
What's more serious is that the industry cycle caused by the epidemic is cold, the supply chain is broken, and the willingness to consume is sluggish.
"The Art of War" says: "Therefore, soldiers are impermanent, and water is impermanent.
Those who can win because of the enemy are called gods.
" The meaning is: According to objective reality, according to the changing situation of the enemy, adopting flexible and changeable combat strategies, using advantages to correspond to the enemy, this can be called a magical machine.
In the face of the "black swan" of the epidemic, we interviewed He Gan, Chairman of Jinyitao, Huang Weiguo, Executive President of Sineman, Xie Hongwei, Chairman of Yilian Quanwu Customization, Zhang Aimin, Chairman of Xinhaijialan, and Director of Shengdu Decoration Changyan Weiyang, Selina Liang, co-founder of Youfan Art, Chai Yushi, general manager of Lanshe diatom mud, Zhu Shiyou, general manager of Orange Decoration, and Huang Xiaohuang, chairman of Kujiale, are the heads of leading companies in the pan-furnishing industry, I hope to explore how the home furnishing industry can break through from the impact of the epidemic, corporate self-rescue measures and long-term operational strategies-turning "crisis" into "opportunity".
Economic observations during the epidemic, what are the direct impacts of the household industry? Economic observations during the epidemic, what are the direct impacts of the household industry? Affected by the Spring Festival factors and the rapid spread of the epidemic, the impact of the new coronavirus on the economic situation in the first quarter is not optimistic.
According to analysis, if the impact is limited to the first quarter, the one-off shock will eventually be digested and absorbed gradually.
Huang Weiguo said that the epidemic has the most direct impact on crowded industry exhibitions and dealer meetings.
He said: “Industry companies have been disrupted to some extent, such as the dealer conference we originally planned to hold on February 18 and the indefinitely postponed major industry exhibitions.
At the same time as the unnecessary increase in operating costs, dealers and suppliers Survival is particularly difficult.
"The upstream and downstream industry chains of the home are closely intertwined, and fluctuations in one link will inevitably affect all ecological participants.
Zhu Shiyou believes that the epidemic will have a great impact on the income, delivery, marketing, and cash flow of home furnishing companies, and the production methods and channel expansion in the home improvement field will change.
He Gan believes that the severe situation in the industry will continue into the first half of the year.
He said, “The economic downturn in 2019 and the weak growth of corporate performance are in pain.
The epidemic at the beginning of 2020 has broken the normal corporate planning: delayed arrival of workers and delayed opening of stores, leading to intensified corporate hard-cost expenditures.
The ban on flights to China in many countries has increased the pressure on the export of household goods.
” Yan Weiyang believes that after the epidemic, consumers will have a higher pursuit of household quality, which is forcing the entire household industry to explore potential and improve The "good things" of capabilities mainly include three major influences: "Healthy home furnishings/furnishings will become a big demand, home furnishing industry Internet will become a major trend, and community operations will become the main marketing tool.
" In special times, how companies can quickly respond and adjust Business strategy? In special times, how do companies respond quickly and adjust their business strategies? While mentioning the national defense epidemic, can home furnishing companies only have to press the pause button for their operations? The economy has an endogenous force for recovery.
During the interview, it was learned that many home furnishing companies are already deploying active measures to deal with the impact of the epidemic.
After the outbreak of online marketing, dealer-assisted online marketing, and dealer-assisted epidemics, Lanshe Diatom Mud quickly migrated offline activities to online, and also increased the budget, launched online live marketing, and organized national distribution Commercial landing large-scale online event-"Do not go out to install a new home", "Activities and live marketing are two-pronged, to strive for more traffic to the dealers, to help solve the dealers' retail crisis.
" Chai Yushi said.
As a dark horse in the soft furnishing field that has grown up in the "Internet + new retail" model, Youfan Art also has thoughts on live marketing.
Co-founder Liang Sheng said, “Live broadcast is a way to increase the experience.
In addition to planting grass and bringing goods, we also use designers to explain solutions and match tutorials to share knowledge and communicate with consumers.
When the epidemic leads to consumer decisions As the cycle becomes longer, companies need to get closer and build trust with consumers.
"Businesses and distributors are dependent on each other, and they can either lose everything or become prosperous.
According to the characteristics of different regions, Jin Yi Tao has formulated assistance measures for dealers across the country, and at the same time, it has continuously increased online promotion and operations.
"All the distributors and the headquarters of the company work together and steadily promote, is our first consideration.
" He Gan said.
Online design, tool layout-based online design, and tool layout- based enhancements to the shopping guide design level and sales level of terminal stores are what Xinhaijialan attaches the most importance to during the epidemic.
Zhang Aimin said, "Now there is more controllable time.
Our entire marketing department and design department are involved.
With the help of cloud design software, we can calm down to design plans.
Use this opportunity to establish good communication with customers and provide new online marketing.
Mode.
” Shengdu Decoration has already explored the form of online blasting before the epidemic, and is now accelerating the transformation according to the situation.
Yan Weiyang said, “The longer the time at home, consumers have more time to learn about decoration matters and choose home furnishing products online.
We plan to complete at least 2500 orders through social marketing with the help of cloud design tools during February.
As of February 8.
Japan has broken through 2,120 orders, which is equivalent to one month's performance during the normal period.
" Yilian is also fully prepared for the online "war epidemic".
Xie Hongwei said that since February 3, designers in the terminal stores and headquarters of the company have used cloud design tools to work online.
"Whether it is the design of the model room or the online order receiving, design, marketing, etc.
of the end customer, it can be completed online.
Kujiale has played an important role.
The company's continuous investment in informatization has ensured that the business The normal operation and the normal progress of work.
" "Home cloud design software and the industry share life and death, and share the same destiny.
" Huang Xiaohuang said that at the beginning of the epidemic, Kujiale took four major measures to fight the epidemic: full online services and training.
The contract validity of Hubei client enterprises has been extended, designer users will be gifted with membership rights, and more than 30 core products and more than 200 key functions will be available for free for a limited time.
In addition, it was observed that online negotiation, customer acquisition, and marketing were breakthroughs in corporate business during the epidemic, and Kujiale quickly matched the corresponding solutions.
"Kujia Le Yingke can use the social SNS traffic during the epidemic period to realize potential customer operations, and then store sales leads; Kujiale can help designers use their free time to achieve intelligent adaptation of design schemes through sample rooms + algorithms; virtual Studio photography can satisfy businesses that do not leave their homes and efficiently complete product photography, etc.
" Huang Xiaohuang gave an example.
Boost confidence, strengthen internal power boost confidence, and strengthen internal power home furnishing companies have a large employee base.
In addition to doing a good job in epidemic prevention for all employees, some companies also take this opportunity to speak up internally to strengthen employees' confidence in the company and effectively enhance team cohesion.
Lin Shangkang, the founder of Ufan Art, put forward six rational thoughts on the epidemic in the internal emails of all staff: "Stay at home as much as possible is to be responsible for the family and society; it is not easy to be more tolerant, understand and respect everyone; Think more empathy and consider the overall situation; we are isolating the virus, not isolating love; cherishing life and refusing to make a fortune in the country; be yourself and actively spread positive energy.
" Shengdu Decoration determined a plan to help Wuhan within one day , In three days, 1 million worth of scarce civilian supplies were sent to the front line of the epidemic area.
Yan Weiyang believes that united efforts and resistance to difficulties are the best manifestation of the company's cohesion, "(Armed Action) is an online training for all members of the Shengdu, and an online team building for all members.
" Jin Yitao seized the opportunity to increase R&D investment and build a scientific R&D system.
He Gan said that when the industry is in a downturn, if companies raise the barriers to competition for products and services, they can respond quickly when the epidemic improves and win the market with a complete product system and services.
How can home furnishing companies expand their market share after turning crisis into opportunity? How can home furnishing companies expand their market share after turning crisis into opportunity? Just like after SARS in 2003, China's real estate has entered a 15-year bull market.
We believe that the epidemic's suppression of home furnishing demand is only a short-term.
So after the impact of the epidemic, how can we make self-breakthroughs and actively change, and then gain more shares in the subsequent redistribution of market formats? Several business leaders also talked about their thinking.
First: adapt to new consumption scenarios, online marketing becomes the norm.
First: adapt to new consumption scenarios, online marketing becomes the norm"Online marketing" is the most mentioned keyword.
With the outbreak of the epidemic, the decline in the passenger flow of home furnishing stores is inevitable.
Companies whose source of customers are mainly concentrated in a single offline channel will enter a very passive position.
"Whoever can grasp the more diversified online channels will be able to grasp it.
" The next wave of growth opportunities for a retaliatory rebound.
" Huang Xiaohuang said.
Orange Decoration will continue to accelerate online marketing in the future.
"In addition to adjusting the organizational structure, refining business units, and improving internal human efficiency, Orange Home uses the home cloud design platform to promote the full online marketing of marketing activities, and at the same time tilt its channels to concentrated large-scale engineering projects to increase daily operating income.
" Zhu Shiyou said.
Lanshe diatom mud uses online tools to advance consumer needs, and through personalized customized services such as online design, allows consumers to participate in scenes and service creation links, and develops healthy and safe new products with designers to improve services.
Experience and take the road of co-innovation with consumers.
Second: Improve production capacity and service efficiency, and comprehensive digitalization.
Second: Improve production capacity and service efficiency, and comprehensive digitalization.
"The Internet breaks through the characteristics of geography, time and equipment constraints, making the work process online account for a relatively high proportion of enterprises, anti-risk ability and efficiency ratio Traditional home furnishing companies are higher.
” During the interview, many interviewees also said that after this incident, enterprise informatization and digitization will be put on the agenda quickly.
Youfan Art is a leader in digital operations.
At the beginning of its establishment, Ufan Art adopted all-staff online office tools, and the senior management group fixed 2-3 hours of online video office every day.
At the same time, the supplier has also fully joined the Dingding communication enterprise group——" Youfan Art Consortium".
Liang Sheng said, "After we focus on investing, we find that online work will also be very efficient.
" "Due to the impact of the epidemic, the cost competition among home furnishing companies has directly accelerated to innovation and technology competition.
" Huang Xiaohuang believes that companies need to popularize ERP, CRM, cloud design, MES and other systems as soon as possible.
"It can be run and used on multiple terminals.
Systematic companies can better adapt to the future business era.
” Huang Xiaohuang also believes that companies with high automation of production lines and low factory labor density will take advantage of production capacity and service advantages after the epidemic.
“This is the system of traditional home furnishing companies.
The best time for information transformation and online training for the team and dealers".
For the multivariate function of "how companies continue to operate", the epidemic is an external mutation factor.
No matter how powerful the factor is, the big logic of the function question will not change, that is, the endogenous growth and the extensional expansion that focus on the overall efficiency of the enterprise.
Increasing capabilities including technology research and development, information transformation, talent organization, and marketing innovation have always been the core forging of corporate efficiency.
It is always faith and faith that keep you in trouble.
We believe that the home furnishing industry is well prepared for the long-term struggle.
As long as all companies and practitioners continue to iteratively change themselves, they will be able to generate new ways to survive in the sudden and difficult environment, and then turn crisis into opportunity.