It'S A Good Business To Sell The Sheets.

Urban white-collar Jane Ning recently likes to mention a new house.

Gradually upgraded to the home of the people, she has a new discovery: many fast fashion brands have launched the fancy home line, those who emphasize the high value and design sense of small objects and bedding, it really gives people a sense of the moment.

And the old players who focus on home business besides ZARA HOME, H&M HOME, even Vero Moda, MJStyle, Taiping bird, which have some aesthetic "grounding gas" brand, have also caught up with the trend of the cross border home market quickly, and the styles of painting have changed greatly, all of them are wearing the net red Nordic wind and the coat of INS wind.

What makes her even more astonishing is that she only stroll two times a year.

It also launched a cold home line - Hai Lan preferred life hall.

Does this store look a bit of a pleasure?

Not satisfied with just being your wardrobe, fast fashion brands want to sell "Life Aesthetics" to young people.

Why is this cross-border business so popular? How far can ta go? DT decided to explore the road first.

Clothes are hard to sell, and sheets are getting more and more economical.

No matter how much the "aesthetics of life" is packaged, the sale of clothes to sell sheets is not because the old ones are not good enough.

Clothes are becoming more and more difficult to sell. For fast fashion brands, it is no longer a new dilemma.

The fast fashion empire of ZARA and H&M entered a period of weak growth in 2016, and sales growth declined year by year.

The ONLY, Vero Moda and JACK&JONES, which once led the domestic trend, have been lingering for a long time in the predicament of low revenue growth.

As for "men's Wardrobe"

In 2014, the growth of revenue in 2014 was nearly 50%, and then decreased year by year. The figure reached only 5.2% in 2017.

Compared with the downturn in the clothing market, home consumption has become a new blue ocean full of opportunities.

In the past 6 years, the home furnishing market of the Internet has maintained an amazing high speed growth, and the scale of the industry market reached 246 billion 120 million in 2017.

And the main group of Internet consumption is growing up in the Internet age. After 80 and 90, the pursuit of value and trend is changing from "face" to "Li Zi".

Through different styles of family elements to express their individuality, compared to the pursuit of conspicuous material consumption, they now prefer to please themselves.

In search of "home" in little red book, you will harvest more than 50 thousand related contents.

And "high face value" and "happiness" always appear the two most frequent words.

For the new generation of home consumers pursuing the sense of ritual, traditional dull household style is hard to please.

And the fast fashion brand, born with a keen sense of smell, finds its own opportunities.

Fast fashion how to do household business?

The first thing to take advantage of the cross border home is the ZARA of the fast fashion brand.

ZARA's parent group Inditex launched the ZARA Home as early as 2003.

When ZARA Home opened its first store in Beijing in 2011, its number of stores in the world has reached 310. There is no doubt that ZARA Home has always been the most mature and well-known one in the field of home industry.

Although ZARA Home also provides parity design, which continues the main brand's fast shipping and frequent new features, the style of home line is more refined and advanced.

In contrast to ZARA's early cultivation of Home series, H&M did not launch H&M Home until 2009, and did not develop large-scale independent stores. Instead, it did more in the form of store and store, so that people could look at tableware and bedsheets while buying clothes.

After 2011, many domestic clothing brands and Vero Moda began to enter.

Since Muji has brought a cold home trend in China, many brands of home products can see traces of imitation.

You see, Hai Lan's home launched Hai Lan optimization living museum, is it a bit like MUJI's cold air painting style?

MJStyle and La Natsu Bell, the Taiping bird nest of Taiping bird, all of these brands have chosen a conservative little refreshing style. Although they can not say that they are fashionable and exquisite, they are more than the glass with no value in the supermarket.

It is worth mentioning that JNBY is more designed.

Instead of imitating the cold air of the Japanese market, Ta has launched a series of home products based on simple style, seasonal design elements and handmade fabrics based on brand independent design.

Whether from the price or the fashion gene, the Home series has proved the original brand's own blood lineage.

ZARA and H&M have strengthened the fancy but not expensive features on the home line. JNBY Home has inherited the antique "cool" aristocratic aesthetic style.

While Hai Lan's Hai Lan optimization has changed its face to become a "copy MUJI", it still relies on parity to attract consumers.

Take the four piece set on the bed, JNBY HOME first pushed 100 cotton products of 1450 yuan, while Hai Lan's four piece suit was only 458 yuan, but only 32 cotton fabrics.

The number of yarn represents the thickness of the cotton yarn. The higher the number of yarns, the smaller the yarn will be. The fabric will be fine and smooth, and the gloss will be better.

Hai Lan's preferred 32 bed products, quality and touch can not be compared with JNBY Home positioning high-end products.

In addition to the style and price, the main category of each fashion brand household line also has its own characteristics.

JNBY Home insists on retro style and preferred fabric.

Because of the high price, the popularity is obviously not as fast as the fashion brand that is more popular with the people, but it can also capture the consumer groups that focus on texture.

In its online shop, the best selling item is a velvet cushion with a unit price of 360 yuan.

The most popular online store is the enamel pot with a unit price of 218 yuan.

For enamel pots at three thousand or four thousand of imported products, this price is really attractive.

In addition to home textiles, household decoration and tableware are also important components of the fashion brand home line, which are also more suitable for fast fashion and high frequency shipments.

The fast fashion brand ZARA and H&M's home line, this kind of product with quite design sense style, all get good popularity.

Among them, the aromatherapy products of ZARA Home are especially popular, and all of them have been in the forefront of sales.

From the stylish positioning of the fast fashion brands, we can see that TA has different focuses, trying to radiate different grades and different styles of home market.

Which city is the most convenient to experience fashion lifestyle aesthetics under the line?

Mr. DT collected data from offline stores of different brands, and found that besides the second tier cities with high consumption ability, the home line of fashion brands also focused on a broader market.

Beijing and Shanghai are still the most favored cities.

Under the leadership of a total of 10 stores in Beijing, the number of brand home series stores in North China is also considerable.

In eastern China, besides Shanghai, Ningbo, Nanjing, Hangzhou and other cities are also leading.

It is worth mentioning that although Ningbo is on the same level as Shanghai, it owes much to the bird's favor.

Of the 8 fashion brands in Ningbo, 7 are Taiping bird nests under Taiping bird.

Southern China, southwest fashion brand home stores concentrated in Shenzhen, Guangzhou, Chengdu.

The Midwest is mainly the site of Vero Moda's home brand Nordic by nature and JNBY HOME.

In addition to the number of shops in several provincial capitals, the home shops scattered in the three line cities also add a sense of existence to the Midwest.

Is it really a good business to wear clothes across the border?

These ones here

The brand's ambition in home business is not small, and it also has a lot of strength in brand communication: ZARA Home has been launching its own theme room with Tmall's super brand in recent years, following the new retail brand marketing, JNBY Home and Taiping bird nest and hotel home office. Hai Lan also asked Meng Fei to endorse "preferred" life aesthetics.

When we all want to roll up our sleeves and make a big business in the home industry, we can not ignore the huge competition in the household industry.

Not to mention IKEA and MUJI, who have been working hard for many years, the Japanese camp has added an experienced and strong player NITORI in recent years.

Although NITORI entered the Chinese market only in 2014, it was widely known in Japan and even more popular than IKEA in 1972.

When the NITORI flagship store in Shanghai entered Shanghai Xujiahui last year, the queuing length of the opening period made it look more like a net red shop.

There's also a look at China's home market.

Its overall home brands, Harbor House and TAO, are well developed in China.

E&E group also launched the fast fashion home brand INK IVY in the Chinese market in 2016, competing with ZARA Home and H&M Home for the market.

In addition, the flower selling school is also involved in the home market to launch Beast Home, and furniture brands that are more closely related to home life can not stand idly by.

Nordic red card HAY and China's new star production are developing various home furnishing products.

In addition to these well-known brands, there are countless home stores and Amoy brands on Taobao, competing for young people who love to do things on household decorations.

The electricity giant is "coming out in person" and making the competition more intense.

Since the NetEase's strict selection launched in 2016 to open the market quickly, we have seen Taobao heart and millet products in second years.

When TA have laid down the store and set up the current consumption of scenes, Hai Lan's preferred space may be narrower.

It seems that it is not so easy for clothing brands to gain a firm foothold in the home market.

With more and more brands entering the market, market competition is becoming increasingly fierce.

In the face of numerous and miscellaneous household products, fast fashion and clothing brands are in the supply chain.

And warehouse management is bound to face many challenges.

It may not be difficult to enter the market. How to keep the business going for a long time is a big problem.

DT Jun found that the sales growth of ZARA Home before 2016 was indeed very strong. In 2014 and 2015, it maintained a growth rate of over 20% for two consecutive years, much higher than that of the Inditex group's total sales.

However, in 2016, ZARA Home

Began to decline.

Sales growth in 2017 dropped to 7.2%, or even less than group sales growth of 8.6%.

Is the bedsheet economy beginning to fail?

Fashion brand development

Is it really a good business? What do you think?