Qi Ju Liang Sold The Household At Full Swing.

Although the goods are abundant enough, they are still unable to get rid of their high replaceable weaknesses. Facing the homogenization of large quantities of household products on the market, users are helpless, and businesses are thinking about how to break the situation.

At present, the focus of odd quality products is still on the introduction of new customers. For this reason, they have opened many stores and operated at the same time, and have made a distinction between the categories. There are comprehensive shops, and all kinds of goods are presented. In addition, other vertical shops will continue to be opened, such as specialized shops.

Furniture museum and imported carpet hall attract more accurate visitors.

The background wall of one emerald, hanged with ancient quartz clocks, European frescoes, and sidewalls adorned the fireplace. The three American couches were fitted with the imperial concubine chairs, and the warm white soft woolen carpet was placed in the middle of the floor, and then placed an old tea table. Finally, a few Julien incense sticks were placed in the glass bottle to decorate them.

The prototype of a living room is presented here.

In home furnishing, hard work has solved the "skeleton" of the house, and soft decoration is making the whole family richer.

But for the first renovation of "Xiao Bai users", compared with the skeleton that is helped by the decoration company, the latter tests energy, experience and aesthetics.

A few years ago, when chyuli was on the line, with the help of the founder of duchuan, there were as many as more than 3000 SKU stores. However, compared to the disorderly display, the content marketing through combination of creative content was their characteristic, and attracted a large number of users' attention. Of course, in this year's live broadcast, they also catch up with each other, and play the game in the home category which is not easy to get "net red". In the recent Taobao seller conference, duchuan represented the store and won the award of content marketing.

At present, the annual sales volume of the store is 120 million, increasing by 20% annually.

The growth rate of the cosmetics is 100% faster than that of the home industry. Du Chuan thinks, "this is the common character of the industry. It is relatively low frequency and heavy. It only wants to be steady and fast."

Challenges are also in sight. How to improve brand power and enhance user stickiness when goods are replicable? How to clean up and digest inventory more quickly and improve turnover rate of goods and so on.

Du Chuan likes others to call him Adu, and the opportunity to join the furniture industry is also simple. At home many years engaged in cloth art foreign trade business, there is a supply of goods, and Qi Ju Liang early started with cloth pillow, and gradually increased the category, spread to decorative painting, floriculture, furniture and other commodities.

In the United States, Adu liked collecting small objects from all over the world, "using these small objects to splice up a warm home".

Richness is the first feeling that this shop gives to people.

As far as possible, he maintained "diversity" on SKU, and the store's goods kept 30% to 40% update rate every year, so as to connect with the fast pace of the electricity supplier.

The source of goods is very important.

At present, there are three modes of wonderful products: buying and processing are the most important sources of goods. The former is suitable for some smaller things, such as ornaments, emulation flowers, and some ornaments. And because of the continuation of family business, ODM and OEM are still the main source of goods.

In addition, the third is to sign a sales agreement with the branding agent, and also to represent some household life brands, but the total number is not large, as a supplement to the original category.

To say that from seven years ago to the biggest change now, Adu felt that the marketing method had changed. Before we could take a picture, we need to put physical objects in a specific space, so that users can feel the beauty of the whole. "We need to exert our efforts to attract traffic." Adu said, especially in the home category, the scene is very important.

"Content has been trying to do, will take out the living room, dining room, bedroom and other scenes, using pictures and text to allow users to buy pictures."

In an album called "little love songs of Paris", pictures of murals, floral art, decorations, carpets, ceramic cans, and sofas are displayed in a European style of petty bourgeois.

You can create the same scene as the picture.

"Many users do not understand the style and have no concept. We tell them through the overall picture and text match how the murals and carpets are built and what styles are used at a glance."

Adu said.

This year, Qi Ju Liang also played "Hi" in the live broadcast.

An empty room, several designers, daring people, through the operation of the way to explain, the users need to pay attention to the key points in the collocation, slowly through various soft furniture, jewelry and so on to fill the space.

So far, they have tried two live broadcast on Taobao. Adu also plans to open a professional weekly broadcast column next year.

In the form of "album", the fragmented furniture is organized together. "Even if the user buys only one, it can feel the atmosphere of the whole home furnishings". This is the whole soft package solution of Adu's mouth, hoping that the user can be attracted by all the commodities displayed in a picture, and then fill the whole house with Qi Ju Liang.

How can users often come back to see? "At present, it is difficult to change the characteristics of homogenization of goods of this category, so we do not care what our peers do," Adu said. "The decoration is easy to replace, but differentiation can reflect the overall soft clothing service provided by our customers."

Therefore, Qi Ju Liang has trained a professional soft clothing designer team, which can provide users with "paid" overall soft clothing service.

According to Adu, the user provides a simple apartment layout, the designer will match the amount according to the predetermined amount, and finally deliver the needed goods through the third party logistics.

At present, there are 6 designers in the team, who can receive 100 or so lists in a year. The average amount of money is between thousands and hundreds of thousands.

"Careful and stable service is very important. Unlike other industries, we buy such a high frequency. Home decoration business needs slow work and meticulous work."

Adu said.

Decoration is often a one-off business. Users may come back only after the next decoration. How can they attract more new customers and increase the repeat purchase rate of old customers?

At present, the focus of odd quality products is still on the introduction of new customers. For this reason, they have opened many stores and operated at the same time, and have made a distinction between the categories. There are comprehensive shops, and all kinds of goods are presented. In addition, other vertical shops will continue to be set up, such as specialized home textiles, furniture stores, import carpet shops, etc., to attract more accurate visitors.

Not long ago, they sold a "food store" named "appreciation Museum". Adu explained that on the one hand, the purchase of food was more frequent, and at the same time, some dishes and ornaments could be integrated into the visual presentation. At the same time, when buying food, they might be attracted by other household products. This way has great potential to drive the sale of the original products.

In addition, Qi Ju Liang also set up a offline experience store in Shanghai. The function of this store not only allows users to see the goods directly, but also has the effect of "gathering popularity". This time, we will summon old customers for an afternoon tea and make some interesting home decoration theme sharing.

"Old customers will bring friends, which is the word of mouth effect".