【 Building materials network 】 In 2022, in the face of the social normalization of epidemic situation, the complex and volatile domestic and foreign markets, and the economic environment with increasing downward pressure, the dividend era of the household industry relying on the traditional model to achieve growth is over, and most household enterprises are facing the challenges from brands pin , effect and so on. How to achieve counter trend growth has become an important issue for enterprise development.

In order to help the industry liberate from the "predicament" and enable the new growth of household enterprises, Youju launched on November 24“ UP New growth of decoding marketing - 2023 Digital Intelligence Summit of China's Home Furnishing Industry ". Cai Yue, the founder of Youju, and Wu Xiaobo, the financial writer, brought the marketing growth methodology, the Olympic champion Ye Shiwen, the star designer Meng Ya and other cross-border giants, Tencent Advertising, Huguang Engine, People's Daily and other influential guests, as well as representatives of Sophia, Gujia Home, TATA, Aopu, Shell Shengdu Group and other industries, to decode the new growth of marketing together. The summit achieved 100000 online views and over 190000 likes, which triggered a thought storm about industry growth in the industry.

In order to further analyze the logic of enterprise growth and provide marketing growth solutions. One week after the summit, on December 1, Youju held the "New Growth of Machine Argumentation 2023 Media Sharing Forum for China's Home Furnishing Industry". The founders of Youju, together with senior media founders, chief editors and content leaders in the industry, began to think about the growth of the industry and explore new ideas, methods and tools for the development of the industry from another perspective.

Industry observers gather to dig deep into industry development problems

In 2022, the household building materials industry will struggle to survive due to the epidemic situation, upstream real estate, and consumer willingness. Taking the first three quarters' financial reports of nine listed customized home furnishing enterprises as an example, only Zhibang Home Appliances and Gold Kitchen Cabinet achieved double growth in revenue and net profit, other There has been a decline in different proportions. Most household enterprises are in different degrees of growth difficulties. As industry observers, forum guests also visited different enterprises in 2022, conducted in-depth research, and gained many inspirations.

Zhou Zhong, the founder of Pan Home Furnishing Circle, believes that the current situation of the big home furnishing industry is grim mainly because of three reasons: "First, due to the repeated epidemic and the adverse impact of the world economic development, it has a great impact on the macro-economy, resulting in insufficient consumer confidence and budget reduction; Second, the trend of the household industry is not optimistic and the net profit of the whole industry is difficult to maintain due to the fluctuation of real estate and the internal volume of industry competition; Third, the growth of micro enterprises is weak, and most enterprises have negative growth. "

"After visiting enterprises, we found that they are really facing great growth pressure," said Liu Xuedan, chairman of China Pan Home Network Celebrity Alliance and the anchor of "Dan Ge Says Customized Dithering". He said: "On the one hand, under the big wave of customization, the whole industry has been forced to find its niche again. The dealers of single category hypermarkets have been seriously differentiated under the big wave of customization, and even the head of customized furniture and second tier brands have been dragged down and panting; On the second hand, most customized home furnishing enterprises rely on the expansion of channels. However, due to the repeated epidemic situation, the past offline channel expansion methods such as exhibitions, investment fairs and local promotion are not feasible, and information cannot be conveyed to dealers and consumers; Third, brand promotion has shifted from offline traditional media to new media, which includes huge trial and error costs. The above three aspects make the industry growth extremely difficult. "

Xu Honghu, the founder of Yidou Sugar APP, believes that the rigid decoration demand of users is actually unchanged, and what needs attention is the reality of the enterprise's "emergency medical treatment". He said: "Although the current home furnishing enterprises are under internal and external pressure, they must not 'seek medical advice in case of emergency'. The ideal step is to do 'physical examination' first to find out the pain, then deposit the content and reputation, actively embrace digitalization, and stimulate the enthusiasm of old users."

Change thinking, change methods and borrow tools to help enterprises break new ground

Ask questions and solve problems. Faced with the growth dilemma of enterprises, home furnishing industry observers have formed their own methodology to solve the problem while putting forward the growth dilemma. At the forum, the guests proposed solutions for the "rescue" of enterprises in the current market from the aspects of brand, channel, product, sales volume, etc.

"In the face of the severe market environment, enterprises can practice from the following three aspects in 2023: on the one hand, do a good job in the distribution and coordination of traffic, that is, carry out targeted advertising, and at the same time, attract users from the natural flow pool through high-quality content to achieve a positive cycle of business; On the other hand, the brand needs to carry out sinking research on the crowd, change the marketing method in time according to the user's needs, and turn users into brand iron powder; Third, "attracting public domain traffic" and "operating private domain traffic" can improve the efficiency in both directions, and more clues can be obtained through business domain traffic payment. At the same time, fans and content should be precipitated. " Chen Jingqing, the head of marketing strategy of the huge engine household industry, said. In addition, she also suggested that enterprises can help them improve their own business capabilities in all aspects through more "tools", such as traffic delivery, scientific decision-making, dealer courses, etc.

"Under the growth dilemma of the traditional model, innovative enterprises may grow more easily than most household enterprises," said Zong Shuhui, editor in chief of Homepage Media. She believes that "the innovative growth of the home furnishing industry needs to start from two aspects: improving operational efficiency through systematic management innovation to achieve endogenous growth; and achieving brand value and exogenous growth through the development of new channels."

Yang Feng, the founder of Dingfenghui, also gave suggestions from the media perspective: "Since 'enterprise growth sales=customer value × customer flow', it is necessary to attract customer flow and improve customer flow. To achieve customer acquisition through new media and new channels, use new media matrix to achieve content creation, as well as more efficient investment attraction and customer expansion, is to improve customer flow Measuring tools Volume method; Broadening the category and paying attention to the old house market, and making more efforts on the stock of houses, is the way to improve the customer order volume. " He added: "In the future, users will pay more attention to brand, quality and appearance, so marketing actions for these people are also indispensable."

"Youju also has corresponding solutions in terms of brand, marketing and effect. In terms of similar brands, Youju will evaluate whether IP creation, high-quality content output and other behaviors can help brand equity and sales, and then match with corresponding 'online promotion', 'online support' and 'offline support' to precipitate the brand; In terms of effect, Youju will work together to solve problems for enterprises in all aspects through effect drainage, designer channels, decoration company channels and dealer channels; In terms of marketing, Youju uses e-commerce live broadcast to guide enterprises and help them to overtake at corners. "Cai Yue, the founder and CEO of Youju and the co president of the Contemporary Habitat Lifestyle Research Institute, shared this.

Prediction of growth opportunities in 2023 to accompany enterprises through the cycle

Zhou Zhong, the founder of Pan household circle: "With the gradual liberalization of epidemic prevention policy, the consumption of large household industry as a mass consumer product has arrived late."

Xu Honghu, the founder of Yidou Sugar APP: "Find a way to stimulate the reputation of old customers, precipitate private domain traffic, and the conversion rate will reach 50%~60%."

Chen Jingqing, head of marketing strategy in the home furnishing industry of Juliang Engine, said: "Only when the advertising flow matches with the natural flow, the scene is combined with the product, the brand is well publicized, and the operation ability is improved, can the company be in long-term stability."

Liu Xuedan, chairman of China Pan Home Network Celebrity Alliance and Dan Ge said that there will be four 'new' models, new tracks, new marketing and new ideas in the next three years. In the context of symbiosis and co creation, enterprises should establish the concept of ecology and integration with the platform, instead of fighting alone, they need to have an open mind and inclusive mind to innovate with everyone. "

Zong Shuhui, editor in chief of Homepage Media, said, "" If you are good at branding and understand the market, you should build a brand; if you do well in the production side, you should constantly optimize your production efficiency and provide other enterprises with a weapons and ammunition depot; if you have cross-border capabilities, you should go to the international market. ". It is necessary to find the long board of your own ability and re position it, which may be a new opportunity for the whole industry. "

Yang Feng, the founder of Dingfenghui, said, "We should adopt new media and new models. New media can help enterprises win customers, attract investment and promote brands. I very much agree with the new model of sharing partners, which is applicable to many enterprises. A good supply chain can work together to promote flow, warm up and grow together."

Cai Yue, founder and CEO of Youju and co president of the Institute of Contemporary Human Settlements Lifestyle, said, "The bad times are coming to an end, but growth only belongs to some enterprises. At this moment, enterprises should make digital transformation, try bravely, make intelligent judgments, and find their own growth path, so that they will have the opportunity to cross the cycle and fly against the wind."

Postscript

As an observer, witness and promoter of the industry, senior household media have profound insight into the industry and have another perspective on the development of the industry. Faced with the new market environment, home media people have always been in parallel with the industry, providing methodological and thinking interpretation for brand growth through industry insight. Youju has always maintained its senior links with industry media and household brands. At the same time, it has continued to empower the industry with more than 10 years of industry experience and solutions, effectively solving the growth problems of brand, marketing and effect, and boosting the upgrading and development of the household industry.