The era of big software home has come!
With the arrival of the post cycle era of real estate, the deepening of the stock housing market, the change of consumers' home aesthetic needs and the improvement of people's pursuit of the quality of home space, the soft furniture market has shown great growth potential.
Based on the demand driven by consumers and the improvement of market maturity, consumers need not only products, but also one-stop, integrated and matched packaged solutions. The brand has also gradually broken the wall between categories. Based on such single products as mattresses and sofas, the soft home model with living rooms and sleeping scenes as the core has gradually been widely recognized.
In order to have a comprehensive and in-depth insight into consumers' cognition and demand for software big furniture, on January 17, during the 2023 dealer conference of Aieris, NetEase Home joined hands with Aieris, the leading enterprise of software big furniture, to release《 White Paper on Development Trend of 2024 Software Big Home 》, invite the industry and brands to witness the trend change of software home furnishing, promote high-quality development of the industry, and better serve consumers.
At the event site, leaders of the Association, brand representatives and industry media gathered with the partners of Aeris dealers to talk about software Home furnishing industry Development, to help the future of the industry with a full supply of dry goods.
Capture the inflection point, the industry gathers to enable new growth of brands
As a leading enterprise in China's home furnishing industry, Uniquely Home continues to promote the integration of big home furnishing, provide customers with comprehensive and high-quality home furnishing services, and meet people's aspirations for a better life. Wang Ning, CEO of Unimaginable Home, said in his speech that the market is releasing the biggest dividend to enterprises that are bold in innovation, constantly improving industry efficiency, and improving consumer experience. We look forward to working together for a win-win future. At the same time, Wang Ning pointed out that, as the leading enterprise of domestic soft furniture, Aieris has always been firmly moving forward around the two dimensions of change and invariance. What remains unchanged is the original intention and inheritance, and creates the ultimate products with craftsmanship spirit; What has changed is to meet the development trend of the times and keep pace with the times, and constantly empower through product design, appearance and high-tech innovation. At the same time, Wang Ning said that Uniquely Home, which has already gained the first mover advantage in new retail, is willing to provide more help for brands and dealers.
The video of Don't Forget Your Original Intent by Fan Shanshan, the chairman of AES, was broadcast on the spot. In the video, Fan Shanshan said that achieving a healthy and beautiful home life is always the goal of AES. In the face of the uncertainty of the home market, AES will always adhere to the altruism to strengthen the integration and link between brands, promote each other, and jointly promote the positive development of the home industry, The spring of the industry is coming again. At the same time, in her speech at the scene, Fan Shanshan also pointed out that the most important thing at present is integration and link, the crisis is growing in distance, and the development of the industry has its natural laws. Enterprises should respect the laws, and more importantly, they should adhere to positive energy, not give up, not bow, and continue to strive to achieve the brand's vision and goal.
Trend insight into the development path of building a large software home
At the event site, the guests jointly launched the release of the White Paper on the Development Trend of 2024 Software Big Home. Fan Shanshan, Chairman of Aieris, Hu Yanli, National Chief Editor of NetEase Design, NetEase Home, Zhang Renjiang, Secretary General of the All Union Furniture Decoration Industry Chamber of Commerce, Wang Ning, Executive President of Fantasy Home, Zhao Lei, Assistant President of Red Star Macalline Group, Wu Chenxi, Founder of TATA Wooden Door, Wen Shiquan, Chairman of Yifeng Home, Che Xiaona, CEO of Warren Doors and Windows Yan Hong, chairman of KD Custom Home, Liu Yang, general manager of Chengwai Home Market, Yang Bo, founder of Yuanhenry, and Feng Ge, general manager of Aieris Chengdu Branch, together with dealer partners, witnessed this momentous moment, helping the transformation and upgrading of software home furnishing enterprises and opening up new growth points.
Zhang Lu, executive editor in chief of NetEase Home, released the White Paper on the Development Trend of 2024 Software Big Home on the spot after gaining insight into the current consumption situation and demand of software big home. According to the survey conducted by NetEase and Eyres, in the new era of consumption, the consumption behavior and concept of the market have already undergone tremendous changes. Qualitization, environmental protection and health, integration, one-stop, diversification, personalization, fashion trend and intelligence have become the most mainstream consumption trend.
At the same time, the White Paper pointed out that with the social progress, the improvement of people's living standards and the rise of new consumer groups, the demand for soft home products is not limited to basic functions and practicality. The consumer's demand for the functions of the large software household products is mainly reflected in the aspects of easy adjustment and disassembly, multi-functional design and provision of storage space, easy cleaning and maintenance, etc. As an important embodiment of product quality, advanced materials and handicrafts are also very important. At the same time, in the trend of intelligence, consumers also hope that the software home products have a variety of intelligent function experiences.
Consumers are also full of expectations for future software products. Most people hope to upgrade more environmentally friendly materials and processes (such as zero formaldehyde, recyclable, etc.), and pay close attention to intelligence, fashion design, purchase method, after-sales service, and collocation.
In the face of changing trends, brands need to follow the trend of the consumer market and constantly optimize their business layout and consumption experience to attract more consumers if they want to catch customers. For this reason, the White Paper proposes that brands should strengthen their foundation, expand their categories, lay a solid foundation, strengthen their advantages and form their own core competitiveness; At the same time, we are constantly upgrading in one-stop experience and integrated delivery, forming advantages in the home furnishing industry that focuses on slow consumption and experience services.
In addition, the digital and intelligent transformation has also become an important starting point for the high-quality development of the big software home, which needs the attention of enterprises. In the fierce market competition, the White Paper also suggests that brands should strengthen their brands and alliances to enhance consumers' brand awareness; At the same time, we will integrate superior technologies and resources from the perspective of globalization to bring consumers higher quality products and gain competitive advantages in the global market.
Celebrities think through the cycle Realizing Long Term Doctrine
When the industry enters the era of stock game, how can the enterprise adjust its development strategy, optimize its business structure, and strengthen internal strength or re integration based on the actual situation in the face of pessimistic expectations in the future? At the white paper conference, industry experts and enterprise representatives were on the same stage, focusing on "achieving long-term development through the real estate cycle", and thinking about high-quality development of the home furnishing industry!
Secretary General of All Union Furniture Decoration Industry Chamber of Commerce Zhang Renjiang He said that in a difficult environment, the leading enterprises in the home furnishing industry are still going against the trend. On the one hand, at this stage, the consumer market has more demand for large software homes; On the other hand, the demand for Chinese furniture in the international market is also increasing, so there are more opportunities in the furniture industry in the long-term historical stage. Zhang Renjiang also emphasized the role of new technologies and teams, called for building the core advantages of the enterprise with cohesion and new productivity, and expressed his hope that through everyone's efforts, every year will be better.
Zhao Lei, Assistant President of Red Star Macalline Home Furnishing Group It is believed that the market opportunity will be better in 2024. The enterprise mentality has been adjusted, and the market fundamentals are still optimistic. In addition, there are many areas for improvement in the home furnishing industry. The changes in the market have bred more new opportunities. Whether a brand can identify it, embrace it, and do it well at the first time determines its ability to go through the cycle. It is necessary for all successful entrepreneurs to have the ability to cultivate new opportunities in crisis and start a new business in change. We hope that instead of just being a porter of goods, we will spend more time to understand consumers and provide more value to consumers in the service value chain.
Sui Youbin, President of AES I think the most difficult time has passed and there will be more opportunities in the future. Different views will lead to different actions, positions and perspectives. Brands need to look at the present and future with more perspectives and perspectives. At present, enterprises should not only go forward, but also go forward. Looking back on the past, the most important thing is how to live a happier life in the future. But for the moment, Sui Youbin believes that as long as you pay more than others, get up earlier and do more, you will be able to live better than others.
Chairman of Yifeng Home Furnishing Wen Shiquan He believes that opportunities and challenges are inseparable, and the most important thing is to keep an optimistic, upward, happy attitude and find the right path for development. For example, Wen Shiquan believes that the stock market is larger than expected, and the post-90s and post-00s consumers still have great potential. Enterprises need to play their own initiative, face optimistically and find ways actively. Life will change. At the beginning of the year, it is Gao Qiqiang of "Raging Wind", and at the end of the year, it is Po of "Flowers". Enterprises will also become the winner in the change. He also suggested that we should run more residential areas, make more model rooms, and cooperate with different industry alliances, front-end and designers!
Warren doors and windows CEO Che Xiaona It is believed that the biggest challenge of enterprises is self driving. Under the tide of the times of customer, era and consumer change, enterprises need enough patience and courage to win the market with self change again and again. In the face of changes, Warren has begun to plan to invest in the whole packaging market and international trade, which is a new growth channel. At the same time, in the future, in-depth cooperation between different brands will become one of the important strategies for household brands to achieve long-term success, which can not only bring consumers more comprehensive and high-quality services, but also reduce market risk.
Yan Hong, President of KD Custom Home In the future, challenges and opportunities are always there, and the most important thing is to see how enterprises respond. The home furnishing industry has experienced different cycles of up and down in the market for 30 years, and has always been an ever growing track. In the past, the reduction of customer flow and the reduction of customer unit price made enterprises feel a little cold, but at this time, enterprises need to face problems directly, improve reform, and adopt a more positive attitude and measures to adapt to the current and future changes.
General Manager of Chengwai Furniture Market Liu Yang He said that in 2024, enterprises will face more challenges, including economic downturn, market reform and other external environment challenges, as well as challenges to break through their own tolerance. Facing the new era, new consumption, new channels and new marketing, enterprises need to go out of their comfort zone, adapt to this era, accept challenges and seize opportunities. At the same time, Liu Yang called on dealers to learn to use resources to find and win development opportunities through the communication between stores, brands and platforms.
Feng Ge, General Manager of Aieris Chengdu Branch, called on everyone to change their thinking inertia and think about the current development independently. He believes that the challenges or opportunities in 2024 depend on whether you are ready. Wake up from the hypnosis of past successful experience, look more clearly at what is happening around you, iterate constantly, and live tenaciously with new abilities and wisdom. As a link in the industrial chain, Feng Ge expects everyone to find out the value chain positioning and meet the challenges with their own appropriate profits.
Wu Chenxi, founder of TATA Wooden Door, said from the perspective of demand that the replacement frequency of large soft home is higher, which is the origin of the market. In a broad market, it is always right to be calm and pessimistic, but the future must belong to active and hard working people. He said that it is the mayor's business whether the economy is good or not, and it is your business whether customers choose! No matter whether the market is good or bad, enterprises need to pay more attention to how to sell their products and win over their peers in the overall market.
In view of the current industry development trend, Yang Bo, founder of Yuanhengli, said that 2024 is a rare opportunity for the whole industry in recent years, and will be better! I hope everyone can seize this opportunity to ride the wind and waves better and better!
Hu Yanli, the national chief editor of NetEase Home and NetEase Design, concluded that pessimists are always right, but optimists move forward. No matter what opportunities or challenges they face in the future, enterprises can win the survival of the market only by holding the seeds of expectations, winning the market and rivals. At the same time, Hu Yanli also pointed out that what will be tested in 2024 is the individual immunity of each enterprise. Only by constantly improving inward and strengthening self cultivation, can we achieve long-term development through the cycle and usher in new opportunities for development.
In their insight and reflection on the industry, household brands and dealers have reshaped their confidence in future development, and made it a consensus that "only by adapting to changes in the market and meeting consumer needs can we stand out in the fierce competition". Only by accumulating efforts into miracles, abandoning speculation and myopia, and actively exploring and seizing opportunities, can Chinese household enterprises truly achieve high-quality development and enjoy the benefits of long-term development on the right path.
