In The Next 10 Years, Home Industry Will Usher In Explosive Growth. Roley'S Five Major Pformation Strategies For Home Textiles

Saturation,

Based on the past brand and market network, the layout of high-end home.

Home purchase, hand selection, global selection of boutique, with agents, joint ventures or mergers and acquisitions, access to foreign brands.

The real store carrying experience function, modeled after the IKEA decoration, usually carries on the flower art class, the tea ceremony class to the member, also provides the free soft clothing design, the free door-to-door service.

Each store has WeChat service number, online shopping guide, content push, fans can browse goods, spike, consultation at any time.

When the stores are out of stock, the shopping guide will be pferred from other stores immediately and arranged for door-to-door installation.

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The high-end shopping center, five floor, the Mixc, is small to a ballpoint pen, a towel, big to a bed, a sofa, are placed in a shop for sale.

This shop is not a Muji, but a LAVIE HOME home experience store, which is mainly owned by high-end imported home products.

The store has an area of more than 600 square meters, while the traditional Luo Lai home textile store only has 50 to 100 square meters. The bed products are only part of this experiential shop, and tableware, lamps, furniture, decorations, stationery and so on are all available.

Walk into the gallery Bay home store, where the entrance is colorful, followed by home textile products. The store has partitioned according to the household life, and the living room, bedroom, children's room and so on, dazzling ornaments are more conspicuous than furniture.

The price of the product is not close to the people. A bottle of car fragrance is worth several hundred yuan, and the price of the four piece set is as high as six thousand or seven thousand yuan.

After a woman finished her account, the shopkeeper invited her to open his cell phone to scan the code and pay attention to the WeChat service number of the hall home. He sent a pen as a small gift.

Out of the bedroom: from home textiles to overall home

As a traditional home textile company founded in 1995, Luo Lai followed the commercial trend and opened up the electricity supplier battlefield earlier. Its brand LOVO has won 11 double Tmall home textile category sales champion for four years in a row.

According to the 2015 earnings report released by Luo Lai, the company's annual revenue in 2015 was 2 billion 916 million yuan, an increase of 5.59% over the same period last year.

In the case of stable performance, the company accelerated the pition from home textiles to home furnishing.

According to the annual report, at present, the household products developed by the company include six categories: bedroom products, bathroom, kitchen, living room, living home, soft furnishing home, and home textile stores begin to pform into home stores.

At the end of last year, the "Lai Lai home textile Limited by Share Ltd" was renamed "the life of Polytron Technologies Inc in Luo Lai", indicating that he is actively changing his status as a "one-stop" home service provider.

Leng Zhimin, vice president of Luo Lai Group, believes that 2003 to 2013 is the ten year of China's home textile, and has experienced a period of rapid growth. With the upgrading of consumption and the formation of the new middle class, the domestic industry will usher in explosive growth in the next ten years.

Buying system: global selection

Since 2004, Luo Lai began to act as an agent for overseas brands. After several years of rapid development, he slowed down.

From 2012 to 2014, the group's revenue in the past three years was 27, 25 and 2 billion 700 million yuan respectively. However, last year, when the environment was slowing down, the growth trend of the group was growing.

Leng Zhimin told the world's network reporters that the location of gallery Bay is "global selection and overall soft loading". The professional buyers are seeking professional home buyers, looking for high-end home products in developed countries such as Europe, America, Japan, Australia and so on.

In August last year, he made strategic cooperation with Chinese companies in Japan's famous bathroom brand infield in the form of group holdings and langwan shares.

The selection criteria are strict.

According to Leng Zhimin, the selected brand should rank the world's top three in this category, with unique R & D capability and deep brand accumulation.

As a family soft loading platform, gallery Bay has been set up as a goal of importing home ecology.

At present, there are 40 imported brands of the gallery home, and this year it plans to expand to 500 brands, forming a scale, and even become an entry for foreign domestic brands to enter China.

Experience store: scene marketing + service upgrade

The location of the high end of corridor Bay determines that the customers are mainly high income groups.

Hangzhou the Mixc store opened less than a year ago, the price per passenger reached about 400000 yuan, and the daily customer price was generally over 1000 yuan.

Leng Zhimin believes that such users have higher requirements for products and more attention to experience. They are users who need to be served on the sofa.

To make efforts on customer experience, store upgrading is the top priority.

The area is expanded by ten times on the basis of the original store. At the same time, it is no longer a display of a single commodity, but a situation of creating a home, so that consumers have a very good sense of substitution at the scene.

This experience shop has now opened 21, are distributed in the northern Guangzhou and other tier cities and provincial capital cities.

Experience shop is also a knowledge.

Chen Hao, manager of the gallery retail research group, has managed six stores, which are located in different locations, including comprehensive shopping centers, high-end department stores, high-end residential areas, and so on. They represent six models.

For example, Oteri J's stores are mainly discount products, and only a hundred stores are located in Shanghai's Jiu Guang Department store, with a smaller area.

The Shanghai Vanke Center store, which is being built, will have an area of more than 1200 square meters. It will create a high-end version of IKEA based on the layout of family scenes.

Leng Zhimin introduced that the experiential shop carries the function of service upgrading, and usually provides members of community activities such as flower art lessons, tea lessons, etc., and also provides free soft clothing design, free door-to-door service and so on.

The store will also be a solution center for life plan. The household textiles purchased by users can be free of mites, or even free dry cleaning.

In the management of stores, at present, direct sales and franchisees make up half of them.

Leng Zhimin said that these two kinds of models have their own advantages, such as direct investment in goods and funds and so on, which can ensure faster speed. As far as store management level is concerned, the franchisees are always higher because they invest their own money and know more about local consumers, so the proportion of future franchisees may be even higher.

"Micro stores": the whole pipeline touches the starting point of users.

"For our traditional enterprises, the whole pipeline is a new idea. From the company to the offline stores, it takes time to accept this new thinking. At the same time, the technology and system of the enterprise must be reformed in this way, so that we can better promote it."

Leng Zhimin expresses to the net businessman in the world.

In his view, the whole pipeline must be done around consumers.

Stores can't touch all consumers.

Fei Xiaogang, general manager of the corridor Bay interconnection department, said that dealers are not important, but the source of traffic is important. Tmall, micro stores, and micro official website, including some excellent media, are all entries, so we must firmly grasp these entries.

In January this year, there were micro stores in gallery Bay. Each store had a service number, which included online shopping guide, content push and so on.

Fans become members when they are concerned. They can browse products at any time and place, participate in spike, and ask questions. Online shopping guides are purchased by offline stores.

For example, a shop user wants to buy a product out of stock, shopping guide can immediately pfer goods from other stores, and then communicate with customers to deliver delivery time and arrange installation at home.

Fei Xiaogang said, from the background, users are very receptive to this fragmentation communication mode, and pre-sale services can be completed by real-time communication tools.

Through micro stores and other tools, customers' shopping habits and other information are recorded, providing guidance for the next time service.

For example, they found that many of the women who like the fragrance atmosphere have experienced the experience of leaving the ocean because foreign countries have a much higher awareness of fragrance than their domestic counterparts.

When the shopping guide understands the situation and signs the user, she will push the corresponding product when she comes to the store next time.

"We hope to use the work of the Internet to precipitate a batch of user data to purchase goods according to these data."

Fei Xiaogang said.

Corridor Bay is setting up a new media department, hoping to attract consumers by focusing on products that produce good stories.

There are many stories behind high-end brands, such as a Hungarian chair story, or a tableware brand that is necessary for five star hotels.

These content users may not know that they need to be disseminating through WeChat, micro channel and other media to enhance brand awareness.

Retail experiment: opening a shop is a profound knowledge.

Chen Hao told the Internet business that the home textile industry not only had a desire to make big homes, but because the living space of single category was narrower and narrower.

The new mode of gallery Bay, which is different from traditional stores, may be considered a retail experiment by Luo Lai, which includes three aspects of service, brand and terminal.

Fei Xiaogang said frankly, the business mode of gallery Bay is built on two entries, one is the entrance of brand, that is, corridor Bay has become the access for overseas domestic products to enter China; the other is the entrance of traffic, and the whole pipeline is used to catch consumers.

At present, the users of high-end household products are mainly offline.

Fei Xiaogang revealed that after half a year's operation, Tmall didn't produce too many orders for high priced customers.

Therefore, with terminal stores as the center, playing the whole pipeline becomes very important.

After all, experiential shop is a big investment. The right choice of imported goods will directly affect the inventory, and we need to do a lot of trying to drive sales.

On a weekend in April, Chen Hao went to Shanghai the Mixc store to understand the situation from Hangzhou.

Although this shop also has furniture, the main sales force is the traditional superior household textile products, and the low priced units such as pens and car fragrances play a role in attracting passenger flow.

He plans to increase the proportion of decorations in experience stores. Compared with large items, accessories consume more random items and purchase more frequently.

Chen Hao said, experiencing the necessities of the shop is very few or even dispensable, but they can improve the home atmosphere and improve the quality of life. This determines that customers must reach a certain level in terms of income and taste.

Besides opening a shop in the right place, there are many other things to do besides sales.

In the face of such a group of "very picky customers", Lang Wan has also tried to do some community activities, but it is still not easy to really satisfy the interests of customers.

Chen Hao said that the monthly retail target of Hangzhou the Mixc store is 1 million yuan, but there is still a certain gap from this figure.

"Now is not the final state."

Chen Hao said he hopes that the communication between stores and customers will be closer, whether online or offline, and customization will become a more important part of the store.

Corridor Bay contacted with foreign brands, found that there are many possibilities of customization, and do not rule out its own brand.

Gallery Bay has a lot of imagination and will do many things. For example, Shanghai's Jiu Guang Department store will hold a cross-border exhibition with Lssey Miyake and other major brands this month.

Gallery Bay is also planning to open cross-border experience zones in some stores. If you want to buy products after user experience, you can buy them through the App scan code.

"For us, cross border is a data channel, which can clearly see which brands are more popular in China, and well done can be converted into bulk sales by proxy mode."

Fei Xiaogang said.