Why Does "Big Household Electric Business" Need New Retail Operation?

According to the world clothing shoes and hat net, in the "want to play new retail, we must be careful not to fire in their own backyard". This article wrote this sentence: "in fact, there is a large category of development, personally think that one is going to be new retail operation, including pre-sale and after-sale - large household."

Then this sentence was caught by the editor in charge of the household: "this is to be clear, not to mention Lin Chiling!"

All right, for Lin Chiling.

We from

The ancestor said, the town looks bigger.

Zhu Jun's masterpiece in the art of life -- drying photos.

Let's have one.

This is a map of the American furniture market, and the $about 70000000000 market (furniture, visual accessories, soft ware, pots, pans and so on) is expected to account for 16% of the electricity market share in 2017.

In the US electricity supplier market in 2015, the annual growth rate of furniture category was 18%, which is only second of the rapid growth of supermarket grocery category.

Because the market is so hot, how fast is the growth?

We plan to invest four specialized large warehouse (furniture, household appliances) in the us to match its strategic layout in the "big home business".

Watch America and see China.

At the beginning of this year, Tmall integrated the electrical appliances and the home plates into "electrical appliances and beauty homes". Personal judgment: on the one hand, consumers are actually using the scene correlation; on the other hand, they should also consider that the sales of these products are basically a combination of goods and services.

At the beginning of April, Tmall held the "Tmall electrical home ecology summit". It stressed that the direction of Tmall's breakthrough in 2017 is to open up two categories of appliances and home furnishings, thus breaking through the line and offline, giving users more direct and simpler home centric solutions.

Why do we say "big household electric business" is going to be new retail operation? Let's look at it from several dimensions.

First, demand side: social structure + crowd formation.

1, rapid urbanization rate.

After more than 30 years of rapid economic development, China has been rapidly promoted in the era of urbanization. Today China should be the highest rate of urbanization and housing ownership in history. A large number of people live in cities, whether they own housing or renting houses.

2, space has limited helplessness.

Although the rate of housing ownership is high, the turnover rate is decreasing.

Under the macro background of high housing prices, most families are unable to realize the replacement of houses in a longer period of time (10 years, or even longer).

The improvement or iteration of residential space may mainly depend on the layout of household articles.

3, the trend of family miniaturization.

In the process of urbanization and the emergence of more educated population, the traditional family ties in China are rapidly diluted. Chinese society will take the "small family" as the basic unit of society.

In cities, a relatively independent "small family" unit is composed of a partial stranger society, and the psychological dependence on living space will be enhanced.

Urbanization, cramped sense and small families are highly affected by the combination of these factors.

Social development and electricity supplier irrigation have formed a group of potential consumers who need "big household electric business".

Two, supply side: shelf width + service severe

1.

The degree of fragmentation.

The scale of the US furniture market is US $about 70000000000, and China's home market also has hundreds of billions or billions of market scale. But at present, there are several family businesses with a scale of over 10 billion.

2, adequate shelf width is needed to meet individual needs.

There is another similarity between big household consumption and women's clothing industry: pay attention to collocation.

Look at the design, the color, the style and the mood.

Single brand is hard to satisfy all demands.

This is not true. Tmall has opened up an integrated solution for electrical appliances and home appliances, and IKEA has again tested water electric products.

3, the delivery of large household products needs severe service.

The style of home should be as rich as women's clothing. Matching logistics support and support should be weight-bearing as well as home appliances, and it will be more complicated than that of DAC.

The logistics of General Electric is basically the standard product, although the product is heavy, the packing specifications are uniform.

Furniture products are not only heavy and specifications are not uniform, but also need more space for pportation.

In addition, like buying women's clothing, large household consumption is also a "face value" consumption. In the pportation process, it must be well protected and disfigured.

The width of the rack and the severe service determine that the configuration of the large household electric business will be "Tmall's style diversity + Jingdong's logistics support force". Who will vote for this combination?

Three, trading side: technological innovation + platform ambition

1, the emergence of new technologies such as VR and AR has given the home business experience a new experience.

Early electric business's "picture sales" to sell furniture is relatively difficult, so the United States Lele in addition to doing business, but also laid a shop under the line experience.

Today, the emergence of VR and AR technology enables consumers to experience more home products on the Internet.

In addition to the independent home business APP, Tmall has added "scene -GO" scene experience tools, and hand Tao is trying to "shop two floor". Through the two floor of the shop, it provides a more diversified interactive display space for the brands. (above the flagship store can see their VR scene experience on the two floor of the shop, it is said that there will be more home type shops in 618.

2, despite the experience and innovation of VR and AR, it is difficult for domestic consumption to leave the line, and consumers still need substantial experience and services.

Large household electricity providers inevitably need to integrate channels under the line of intervention and upgrade the operation mode.

In 2017, Tmall electrical appliances home should focus on working with brands to get through online and offline, and the Red Star MC will push the "Internet +2.0".

For Amazon, Jingdong, Tmall and other online big business platform, they all need to get new growth. The market volume of the home market and the degree of the Internet are worth carrying out with the advantage of "flow + technology". For the home circulation enterprises such as red star, Merlot, "industry resources + offline advantages" must cater for the needs of the new generation of Internet based consumers, so as to have a future.

The three elements of "people, goods and markets" in big homes have just entered the early stage of "Internet", and the historical burden is small, so it is suitable to roll up their sleeves and work hard.

Besides, the industry has a lot of money, the number of samples is enough, the number of entries is large, and the new retail has such a sense of future.

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