Huge Consumption Potential Of Home Furnishing Market, Cross-Border Home Furnishing Of Clothing Brands Such As Hailan Home

It is understood that as of 0:00 on November 11, the turnover of Tmall's Double 11 has exceeded 213.5 billion yuan, and the sales of Tmall's Double 11 hit a new record in 2018. Among them, Fantastic Home, Red Star Macalline, Gujia Home, Quanyou Home And other household brands“ 100 million yuan club ”It is easy to see that, Home market It still has huge consumption potential.

Nowadays, the competition in the home market is extremely fierce. Not only is the online and offline home promotion war, but some clothing brands have also crossed the border to do home furnishing. Except for ZARA HOME, H&M Home, a clothing brand, recently announced cross-border home furnishing. Not only that, Vero Moda、MJstyle、 Taipingbird, which once had some aesthetic "grounding" clothing brands, also quickly caught up with the trend of the cross-border household market. In the face of the current consumer's gradual transformation from external consumption to "self pleasing", what is the essence of cross-border clothing brands as home furnishing? In such fierce competition, how do traditional household brands seek innovation and breakthrough?

From Pragmatism to the Age of Aesthetics

The essence of cross-border home furnishing of clothing brands is flow sharing

On the one hand, contemporary young consumers are closely following the fashion trend, and the "small and beautiful" home market has huge consumption demand, so the "fast fashion" brands and clothing brands with fast updating speed and rich styles have crossed into the home field, creating a light home within the affordable consumption range for mass consumers.

on the other hand, Clothing industry The competition is becoming increasingly fierce, and the fast fashion clothing brand that once led the fashion trend has fallen into the dilemma of sluggish revenue growth. It is understood that the fast fashion empires of ZARA and H&M both entered a period of weak growth in 2016, with sales growth declining year by year. The crossover of "fast fashion" brands can, to some extent, realize the mutual diversion of flow, thus promoting the development of brands themselves.

"Fast fashion" clothing brand leads the new trend of home furnishing

ZARA, the "fast fashion" empire that started to make furniture earlier, launched ZARA in 2003 Home， It entered China in 2011, and by the end of 2017, 35 stores had been added in China, which has now developed into a more mature and well-known household brand. ZARA Home continues the features of its clothing brand, such as affordable design, rapid delivery and frequent updating, to create fashionable and exquisite home aesthetics for elite white-collar workers who pursue high-quality life.

Compared with ZARA's early start of the Home series, H&M didn't launch H&M until 2009 Home， And independent stores have not been developed on a large scale, but more in the form of store in store. Different from clothing Rapid replacement of lines, H&M Home pays more attention to the quality of products, and its simple product style without lacking design elements makes H&M Home full of texture and high quality of life.

In addition to the "fast fashion" corps led by ZARA, H&M and other brands, many domestic clothing brands such as Home of Hailan, Peacebird, MJstyle, La Chapelle, JNBY Westlink and others have started to subdivide the household market across borders. Whether it is Hailan Preferred Living House with cool sex or Taipingniao Nest with small and fresh style, they have their own priorities and try to radiate the household market of different grades and styles.

Luxury brands create a feast of home aesthetics

At present, people's material life is constantly enriched and satisfied, and the concept of mass consumption has gradually transited from pragmatism to life aesthetics, which is characterized in the field of home furnishing by not only good quality, but also high appearance. Among them, the cross-border furniture of luxury brands has strong visual impact and aesthetic design sense.

In addition to Gucci Decor LV、Armani Casa、Fendi Casa、Versace Casa and other brands, more and more luxury goods enter the household industry, injecting fashion genes into household design. In the first half of this year, Dolce&Gabbana jointly launched the installation art "Divina" with Italian electrical appliance brand Smeg Cucina "co branded series, including Victorian style stoves, range hoods and FAB28 refrigerators, continue Dolce&Gabban's warm and luxurious style.

Italian luxury brand Bottega Veneta launched a new household series at this year's Milan International Furniture Fair. In addition to the continuation of the previous series, this group of furniture has also added more vivid and interesting finishing elements, and the colors of the entire household series are more bright and colorful.

From "Big Home" to "Big Consumption"

How do traditional household brands break through?

In the current home market environment, on the one hand Clothes & Accessories Brands rush forward Home market Other brands such as Bentley Auto, JD Ali and other e-commerce companies are also keen on cross-border, which has created a considerable impact on traditional household brands; On the other hand, in the face of rising costs and higher requirements for brand and user experience from consumption upgrading, the marketing model of "hypermarket+specialty store" has been unable to meet the needs of consumers.

From the Home Street in the 1.0 period, the local home shopping mall in the 2.0 period, to the chain home shopping mall in the 3.0 period. Then to the smart chain home shopping mall of Home 4.0, the traditional home brands are gradually moving from a shopping oriented "big home" store to a "big consumption" pan home platform integrating consumption, experience and service.

Create digital and immersive experience consumption

On November 1, IKEA opened China's first experience center in Beijing. From the order center to the new IKEA experience center, IKEA has added digital display tools and interactive experience tools to enjoy a more convenient and intelligent shopping experience. In addition to adding more products and home solutions, the experience center has also divided into living room storage, children's playground, food tools and other areas, so that customers can experience the quality lifestyle advocated by IKEA in all aspects and get inspiration for comfortable and orderly life.

Retailer's role transformation to platform and service provider

As an old household enterprise, Red Star Macalline has now developed into an omni channel pan household business platform service provider covering household, real estate and household businesses. Whether it is to build an Internet platform, or to spend huge sums of money to establish strategic cooperation with Jujiatong and Dresser, we are committed to opening up the upstream and downstream industrial chain of pan household consumption.

In addition, Jimei Home also officially renamed Lugouqiao Mall Jimei Plaza at the end of 2017, realizing the integration of home furnishing with cinema, KTV, fitness, catering and other businesses. Not only for home sales, Jimei Home is striving to create a pan home life, consumption and experience area.

Enabling technology, embracing e-commerce to achieve smart retail

On the eve of Tmall's Double 11, Fantasy Home and Tmall conducted strategic cooperation in the new retail field. Both the digital upgrade of Beijing Jinyuan Store and the re installation of Fantasy Home Tmall Smart Home 1.0 have broken the previous operation mode of home shopping malls, making full use of its digital capabilities and big data capabilities to enable merchants.

At the same time, the flagship store of Qumei's Jingdong Home North Fifth Ring Road opened. Following the launch of the Jingdong Qumei Fashion Life Experience Museum in June, the second store of Qumei's cooperation with Jingdong was officially launched. In the flagship store of Qumei Jingdong Home North Fifth Ring Road, in addition to the traditional home shopping mall, there is also a world famous catering brand CUP ONE's 500 ㎡ green restaurant, Lego Children's Amusement Park, and the new online celebrity clocking mecca, not only that, but also more than 20 black technologies such as AI, AR, VR, and TAKE have been introduced. Through the empowerment of JD, Qumei Jingdong Home North Fifth Ring Flagship Store effectively integrates offline scene experience with online quality services, and opens up the digital connection of people, goods and markets in an all-round way.

In terms of new retail, Fantasy Home and Hema Xiansheng crossed the border, and its first store was officially launched in Fantasy Home Shunyi Store. It is understood that the store attracted a large number of nearby residents on the first day of trial operation on July 28, and the turnover on that day exceeded 500000 yuan. The cross-border combination of household and fresh food supermarkets has created a new business combination model in the current business field.

Online and offline integrated marketing

In June last year, IKEA announced its cooperation with Apple in AR. The two sides jointly launched an app so that consumers can preview how IKEA products and other furniture are matched at home. By complementing the advantages of Apple, the traditional marketing is turned to online and offline integration.

In addition, in 2017, Fusenmei focused on "happy" marketing. In addition to traditional discounts, it also staged marketing activities such as light show, scene experience, hand painting, online celebrity, live broadcast, and even the company's high-level funny video elements, aiming to enter the market of young consumers.