Soft clothing is a fashionable word. Many high-end furniture and bathroom consumers are buying a good house, and after hard decoration, they will be soft-packed. Soft-packed, not only design the home space, color matching the home space, help customers to paste wallpapers, pick curtains, lamps, but also involved in the purchase of furniture, bathroom products, and jewelry.
Custom furniture and sanitary ware enterprises often take advantage of hard decoration machines, joint building materials sellers, first furniture and sanitary ware sales, and have taken away a considerable part of the furniture and bathroom retailers business. Fortunately, there are a number of high-end furniture and bathroom consumers in the market, supporting the sales of high-end furniture and bathroom retailers. In the future, will there be a situation in which soft-packing companies will steal high-end furniture and bathroom consumers, and let furniture and bathroom retailers be hit again?
Bad signals are being released from industry observers: the soft-clothing companies in the first-tier cities have joined forces with Vanke, a real estate predator, to quietly deploy the soft-wearing field and try soft-playing new games. Their goal is to create a soft-installed online empire like Jingdong, completely overturning the current mode of small, scattered and chaotic software companies to create a super-brand that is familiar in the country. It is said that the website is already under construction, and the source of the first batch of venture capital may be the institution of Vanke Strategic Investment Department.
Recently, in the market visit, a marketing director of high-end furniture and sanitary ware enterprises whose sales performance has been relatively stable has been worried to tell the author: In the future, the market share of furniture and bathroom retailers will be contested by “channel†sales.
He said that "channel" sales include channels such as soft-packing companies, designers, and real estate companies. In the future, furniture and bathroom retailers must rise to participate in the competition of channel sales, and can no longer rely solely on store sales.
Why do soft-package companies negotiate business with Vanke-based real estate giants? The intention is to focus on Vanke's high-end customer resources across the country. For a company like Vanke, the boundaries of its commercial development do not exist, and the profitable places will be the target of its investment. Many grassroots employees of Vanke are extremely enthusiastic about the online soft-installed empire project. Many people are willing to resign and join the new company to help them develop a market with huge imagination.
According to industry insiders, the total domestic soft-packing market has exceeded one trillion.
In particular, furniture and bathroom retailers need to pay attention to the fact that if the online soft-packing company that Vanke participates in successfully operates, how many retailers will be robbed of the business? Can ordinary retailers cooperate with them? If they cooperate, the benefits can be divided into How much? How much is the right to speak? If not, how is the current operation maintained? How to maintain it? How to win?
Once the cooperation project of Vanke is successful, it will definitely cause a chain effect. According to industry sources, it is not only Vanke's interest in such projects, but another real estate central enterprise is also interested in this project.
Will there be a situation in which real estate developers and soft-packing companies will jointly attack high-end, mid-end furniture, bathroom retailers and compete for market share in the future?
The marketing director of the bathroom company predicts that in the future, real estate enterprises may directly equip customers with sanitary ware and furniture products, so that buyers can truly achieve the baggage, which is more attractive to consumers with weaker spending power, which may cause low The pattern of the bathroom and furniture market has changed dramatically. He said with great confidence that high-end bathroom and furniture companies do not have to have such a disturbance for the time being.
However, the speed of China’s development is indeed too fast, especially when we are at the time when the Internet is transforming the traditional world to varying degrees. Just like a few years of backwardness, it is hard to imagine that large-scale network sales companies can really become a climate, and who is Dare to assert that the idea of ​​a business madman can really not land in one or two years, posing a huge threat to traditional bathroom and furniture retailers?
In any case, bathroom and furniture retailers must be armed, participate in the competition of channel sales, and stick to the store management, is becoming a too conservative business model!
Responsible Editor: Liang Wei recommended
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