Changing the Business Thinking Mode to Prying New Home Retail

It's time to focus on the supply chain. On April 9, Hangzhou Shuibao Garden welcomed more than 3,000 brand dealers and distributors in the household industry to gather together. After a round of industry adjustment in 2018, they are actively looking for ways to promote terminal marketing and improve the efficiency of terminal operation. How to build an efficient home supply chain and leverage the development of home terminal retail by multi-category is the topic to be discussed in this "China National Apparel Supply Chain Industry Summit" and it just hit their hearts.

Mr. Qin Fei, chairman of Sanrenhe Group, made a speech on "Multi-category Aggregate Marketing Solutions for Distributors".

Home Industry is called 4 trillion scale, but the overall concentration of the industry is not high. Under the influence of policy changes from upstream real estate and various pressures, dealers only find it difficult to do business, and there are more guided purchases in building materials market than consumers. Qin Fei, chairman of Sanrenhe Group, believes that the home building materials industry is undergoing new changes. For home decoration companies, real estate companies, home brand manufacturers, accessories companies, as well as some enterprises that want to eat cake across the border, supply chain is a sharp weapon for them to break through. Cai Yan, founder and CEO of Ultra-Habitat Technology, believed that in the future, the consumption era supported by 250 million new middle-class enterprises, user demand has gone through an iteration from "yes" to "good". How to seize the needs of this part of the population is a top priority for enterprises and distributors. From the sharing of Liu Rong, the founder of core-letting outfit, it is also shown that the main consumer groups are now dominated by the post-80s and post-90s, 70% of consumers are willing to choose decoration companies, and the proportion of Furniture Customization and decoration services in the whole house is increasing year by year.

Pan-Home Decoration Industry is moving from selling products to selling lifestyle, from single-item explosive consumption to consumers of overall solutions. From e-commerce, whole-house customization, hardbound housing to whole-house decoration, channels are undergoing tremendous changes, and also profoundly affecting consumers to make purchasing decisions. The advantage ofsupply chain is that it is consumer-oriented and provides consumers with one-stop solution, which integrates the decoration process from design, production, sales and service to a front. This coincides with the needs of the younger generation of consumers: the demand of consumers is to "get a home" rather than a single product. Therefore, for consumers, the supply chain of home decoration is a process from purchasing a single product to getting a home at a cost. The complexity and diversity of decoration doom that multi-category supply chain will be the mainstream. 

In order to build a multi-category supply chain, we must first change the traditional dealer thinking. Mr. Zhou Zhisheng, founder of Whole House Quality Brand, believes that this upgrading is a process from dealer thinking to supply chain thinking, from single retail B-terminal thinking to aggregate S-platform thinking, from TO C thinking to new channel industry thinking. Only by grasping these three levels of thinking upgrade, can we help distributors further, from platform, tools, products to data and other levels, to create their own super supply chain platform.

At present, the household industry is still dominated by single-item stores, or in the form of stores aggregated by monopoly stores, but in the future, it must be the trend of covering consumer demand with multiple categories. In the information age, the household industry should introduce technical means to solve the marketing dilemma and create explosive matrix to give consumers more choices. Qin Fei said that although the household industry does not know much about the supply chain, the supply chain has been brilliant in industries outside the home, ranging from Wal-Mart, Carrefour and other supermarkets to small convenience stores that are blooming everywhere, are successful examples of multi-category supply chain in other areas.

Core Loading Founder Liu Rong (Grandma Liu) delivered a speech entitled "Costless Drainage"

Core Loading Liu Rong said that supply chain is like a router enabling industry. First, from the background infrastructure, from the brand, operation, technology, training and other aspects, to create a good consumer service infrastructure, to the platform to enable access to a variety of home furnishings and even hardcover room system, and finally into ammunition to the front-end marketing partners, to help them improve sales, meet the needs of consumers and downstream marketing.

With the coming of mobile Internet, Internet of Things and 5G era, the traditional home industry has also taken a free ride in the new era of marketing. But for distributors, how to put advertisements in order to be effective, which customers have purchasing intentions, there is no system of offline documentation, and even there is no correct understanding and analysis of the flow and data of stores... The existence of these pain points gradually weakens the ability of stores to capture accurate customers and realize long tail marketing. Mr. Cai Yan, founder and CEO of Uniqlo Technologies, believes that new retailing is to improve the industry of emphasizing experience and service through new technology and Internet thinking, so as to make offline efficiency more efficient.