Sophia, Holak, Oupai, Shangpin Home Furnishings, etc., 2016 wardrobe leading brand selection - Sophia wardrobe The year 2016 is drawing to a close. For the customized wardrobe enterprises, this is an extraordinary year. The domestic economy presents two major aspects: the new normal and the Internet. Quite a number of enterprises actively plan for transformation in order to achieve breakthrough development. A year later, what is the development status of wardrobe enterprises that are on the road of reform and innovation? Let's make a simple review of the development of this year. Sophia: Customized exclusive space "Sophia", with the new product concept of combining customized wardrobe and wall cabinet sliding door, has successfully pushed customized wardrobe to the market and won the recognition of Chinese customers. At the same time, it has led the fundamental transformation from the wall cabinet sliding door industry to the customized wardrobe industry, changing the pattern of industry competition at one fell swoop. In the first half of 2016, Sofia launched two color series of Menton yellow and Alsace blue, as well as solid wood products such as Anaxi, Carcassonne and Giverny. In terms of non customized furniture, Sofia has successively launched solid wood OEM products such as beds, tables and desks to improve consumers' one-stop consumption experience. Sophia continues to promote the big home strategy on the basis of deep cultivation of customization business. As a part of Sophia's "big home strategy", since the introduction of Smithsonian cabinet into China, many marketing activities have taken "Smithsonian linkage" as the starting point, and finally achieved the effect of wardrobe interaction and win-win cooperation. According to incomplete statistics, Sophia and Smithsonian Cupboards jointly launched three national large-scale promotional activities this year, including the "Love Family Carnival Season" in November, the "All House Custom Carnival" launched on May Day, and the "Thanksgiving 315" at the beginning of the year. It is understood that in addition to the national promotional activities, the daily "small linkage" of "Sisuo" in terminal stores is also constant. The company takes advantage of its own manufacturing and informatization advantages to timely meet the requirements of consumers for professional services such as design and installation. To improve service quality, this year's "Double 11" Sofia, relying on Internet big data, accurately positioned consumer needs, timely launched a customized special package for the whole house, comprehensively upgraded the five spaces that consumers care about, namely the dining room, living room, bedroom, study, and children's room, adhering to Sofia's "customized home" nature, to solve space problems for different consumers. Hollaker: vigorously promote brand marketing In November 2016, custom home master Hollaker officially signed a popular artist Angelababy as the brand image spokesperson. The era of Hollaker Angelababy endorsement will mark the middle and high speed development of Hollaker. At the same time, the new image of Angelababy of Holak has entered the core transportation hub of high-speed railway airports in more than 20 cities, including Beijing, Shanghai, Guangzhou, Shenzhen, Tianjin, Wuhan, Chengdu, Shenyang, Zhengzhou, Suzhou, Xi'an, Qingdao, Changsha, Nanchang, Fuzhou, Nanjing, Jinan, Guiyang, Chongqing, Changzhou, Wuxi, etc, In areas with high traffic and long stay time, such as high-speed railway waiting hall, security check must pass channel, ticket gate, etc., static media such as giant light boxes and large hanging flags are mainly used to seize prominent core resources. At the "press conference for the brand endorsement of Hollaker&Yang Ying", Hollaker signed strategic cooperation agreements with CCTV, Focus Crystal TV, LeTV, etc. Not only that, the communication strategy of Hollaker was carried out across the board, and the dealers all over the country were united. They will jointly launch a media bombing war with the company, work together to integrate the media communication resources of all parties, and push the brand influence to a new high. Oupai: Play Customization and Innovate Lifestyle On November 21, 2016, 28 of the top 10 Chinese good friends, online celebrities and media people from all over the country flew directly from Guangzhou to Bali, led by the famous director Mr. Fan Li, opening a seven day and five night engagement for friends to customize. This Bali Private Bespoke Friend Appointment is the end of the "China's Good Friend" project launched by Oupai Wardrobe this year. It is a powerful practice of European style wardrobe to implement the concept of "family, love and European style", spread the culture of friends, and pool the positive energy of social development. On November 29, 2016, the "2016 PChouse Fashion Design Ceremony" hosted by PChouse Pacific Furniture was held in Guangzhou Culture Oriental Hotel. Oupai wardrobe won the award of "2016 Top Brand among Netizens" with high votes in this three-month selection. Oupai wardrobe is a new attempt of Oupai Group in the field of overall wardrobe. Since 2005, Oupai Group has been grasping the characteristics of market dynamics and consumer demand with its unique wisdom and agility, attracting the attention of consumers. In recent years, Oupai wardrobe has constantly enriched the connotation of the overall household. The newly launched products are fashionable, exquisite and of high taste, which make consumers love it and deserve the name of the famous brand award in the hearts of netizens. Shangpin Home Furnishing: This year's Shangpin Home Furnishing is driven by channels and design, and more attention is paid to intelligent furniture manufacturing with robots, becoming an application model of "Internet Industry 4.0". In particular, he spent a lot of energy on production design and channel expansion. The cloud design library collects the design schemes of ten thousand designers in real time, and matches appropriate schemes for consumers through the analysis of background data such as self built house type library, product library and scheme library. Transform the design scheme into production data, from raw materials to processing to supporting, and open the intelligent mode at each production station. On the premise of realizing large-scale furniture production, customize personalized products for each customer! The whole process is supported by information technology. Machines command people's work. Shangpin Homestead has advanced intelligent production and logistics, successfully turning the customization of a few people into the life of most people. Weiyi: With the explosion of e-commerce, intelligent production Weiyi customization has followed the consistent advantages of Shangpin Homestead in e-commerce development, and its performance is very eye-catching. This year's Double 11, Weiyi customization, which has just entered Tmall for 8 months, broke through the ten million mark in just 25 minutes! As of 9:44 a.m., Weiyi customized its first double 11, which has now exceeded 40 million. In terms of production, Weiyi Custom took the lead in introducing robot intelligent manufacturing in the industry, carried out informatization and intelligent transformation of the production base, and realized the component and modular production of non-standard furniture. While greatly improving production efficiency, reducing costs and final selling prices, it also allows customized furniture that can make full use of space to enter the families of the general public more affordable. Kanoa: Safe and formaldehyde free, a model of customized home furnishing On April 28, 2016, Kanoa customized home furnishing "An aldehyde home, health and priceless" aldehyde free strategy and healthy life conference was held in Guangzhou R&F Airport Holiday Hotel! Cheng Guobiao, the chairman of Kanoa, stressed that Kanoa always adheres to the corporate mission of "providing overall home solutions and innovating to lead a healthy life for human beings", and advocates the harmony, comfort, safety and nature of people, home and space. In the past 15 years, Kanoa has been focusing on this goal, through unremitting efforts in many aspects, to achieve and truly achieve "customized home, using formaldehyde free materials". On December 29, 2016, China's first customized furniture monograph, "Customized Furniture - Design, Manufacturing and Marketing", was held in Guangzhou Hongde International Hotel at the launch press conference. Leaders, chief editors, special consultants of South China Agricultural University of the Book Editorial Committee, senior executives of Guangdong Kanoa Furniture Co., Ltd., industry association leaders, mainstream news media reporters and other guests attended the conference, Jointly witness the first monograph of customized home furnishing in China. As for the strategic cooperation with South China Agricultural University, Mr. Cheng Guobiao, the chairman of Guangdong Kanoa Home Furnishing Co., Ltd., said that Kanoa is the first among its peers to be included in the teaching materials as a case for promotion. It will not only be available for students to discuss and study in the lecture hall of South China Agricultural University, but also be promoted in universities across the country. Shi Nieman: Making efforts in e-commerce to usher in a new era of Industry 4.0. For Shi Nieman, a leading customized household enterprise, the report card handed in this year's Double Eleven Day holiday is eye-catching. At 0:30 on November 11, the sales of the flagship store of Shi Nieman Tmall, which "strives for the strength of the flood", exceeded 5 million yuan, and exceeded 40 million yuan compared with the sales of Shi Nieman Tmall on the Double Eleven Day holiday, This also surpasses the performance of last year's "Double Eleven" show of Shi Nieman, and wins a place in the increasingly competitive whole house customization industry. It is by no means a temporary rise for SNiman to launch e-commerce. Under the strategy of "big home and big e-commerce" established in 2015, SNiman actively focuses on the e-commerce in the channel layout. At the same time, with the assistance of software manufacturers such as Dingjie Software, SNiman cooperates with Dingjie to jointly build a strong information management and control system and create a closed loop of online and offline customized services. On the morning of November 25, 2016, the opening ceremony of Guangzhou Sunniman Home Furnishing Manufacturing Factory III and the ribbon cutting ceremony of the Information Technology Center were held at Sunniman's headquarters. It is reported that the third manufacturing plant of Schneimann is located in the headquarters of Schneimann in Guangzhou, covering an area of 14000m2. It integrates German high-quality production equipment, scientifically planned production workshops, and intelligent production system, and is known as the "factory of the future". After being put into production, the manufacturing capacity of Schneimann's cabinet is expected to double, so as to cope with the rapid increase of orders and the shortage of supply. Xin Fumin, chairman of the board of directors, said that the opening of the Information Technology Center is an important measure for Shi Nieman to further embrace the Internet and layout e-commerce. In the future, Sniman will continue to practice the value of "achieving others and yourself", embrace e-commerce, join hands with partners, and create a more brilliant future. Yadan: No formaldehyde proposition. On July 10, 2016, the 18th three-day Guangzhou Construction Expo came to a successful end. Yadan Wardrobe Exhibition Hall was loved by the exhibitors because of its unique design style and the advantages of zero formaldehyde furniture. The opening of the exhibition hall ushered in a peak of passenger flow. Good news about investment promotion and alliance spread frequently, and provinces and cities scrambled to join, with more than 100 interested customers. Yadan Wardrobe has been focusing on ecological customized home furnishing for 13 years. With a strong talent pool and strong design and R&D capability, it is a large modern environmental friendly home furnishing customized enterprise integrating product R&D, design, production, sales and service. Adhering to the corporate philosophy of integrity, innovation, continuous cooperation and sustainable service, the company provides customers and dealers with more professional, considerate and humanistic services to create value for a healthy living environment. Home furnishing big intelligence has stood in the wind of the times, and Internet thinking is also helping traditional enterprises transform. In order to survive and develop, customization enterprises should gradually deepen their efforts in the field of intelligence based on the active layout of e-commerce, and complete the transformation quickly and healthily through the Internet marketing model. Enterprises represented by Yadan combine the practical needs of traditional industries with Internet marketing, make smart home realizable, and ensure its security, technicality, and practicality, so as to create an ecological chain of smart home is a more reliable survival path for smart home today. Loka: Give her a desired home On July 7, 2016, "Give her a desired home" Loka's 2016 new product launch was launched at Crowne Plaza Guangzhou Huadu. At this conference, Lawka released seven new products of Alice Paradise, Milan Light, Floria, Vernarina, British Style, Santa Fe and Minimalism. This new product is elaborately designed by Marco and Gigi, two famous Italian designers. There are 96 new functional modules, including 130 new functional hardware, 10 new colors, 5 wood grain colors and 5 pure monochrome colors. Every age group will choose the color they want. At the same time, different professional color schemes can be given for different groups of people. In the rapid development of home furnishing, if you don't advance, you will fall back. Loka has always adhered to the original intention of customization and kept innovating. After 12 years of work, Loka has become more familiar with family and life. The world is changing, and Lauka, who is passionate about life, will go further. Give her a desired home, and Louca will go to thousands of households. Marge: Solid wood customization, which tends to be intelligent, needs to be designed with temperature. This idea is extremely distracting, giving life and emotion to the furniture in the room, which is very consistent with Marge's consistent practice. Marge smart home is to take home as the platform, embed smart products into it, realize multiple functions such as using IPAD smart clothing selection or mobile phone wireless charging, and gradually improve people's quality of life. Another example is Marge Super VR, through which customers can experience the whole house effect in advance and interact with virtual reality scenes. Its interactive dynamic roaming and immersive experience demonstrate Marge's pursuit of humanized design and perfect effect experience. Tang Bin, Chairman of Marge, believes that customized home is an important carrier of smart home. "For ordinary people, it is impractical to talk about intelligence without practicality. The core of customization is practicality. All humanized and intelligent things are put on the wall or in the cabinet." At the same time, customized furniture is supported by information technology. Compared with the traditional finished furniture industry, the development of smart furniture has more advantages. "Marge has transitioned from informatization to digitalization, and will move towards space level product research and development in the future." On December 5, 2016, the annual meeting of leading entrepreneurs in China's home furnishing industry was held in Langham Place Hotel, Guangzhou Nanfeng. In the process of brand recognition in China's home furnishing industry, Marge won the "Top 10 Customized Furniture Brands" and "Preferred Brand for Villas and Luxury Houses" in the 2016 Top 100 Honors List of China's Customized Home Furnishing Industry ("Customized 100" for short)! Dinggu: brand upgrade, march into smart home on September 25, 2016, Li Chen relay Dinggu wardrobe image spokesperson Fan Bingbing, incarnated as the "kiss ambassador" of the second season of Dinggu kiss season, and taught consumers to choose customized home. On December 6, the "Tencent Real Estate Home Furnishing Mall Launch Ceremony and Penguin Home Furnishing Festival Launch Press Conference" was successfully held in Guangzhou Shangri La Hotel. The press conference announced that Tencent Real Estate Home Furnishing Mall was officially launched, and the first Penguin Home Furnishing Festival would be held on December 8-18. The platform was strongly built for all house customization, and special products were launched to upgrade the one-stop home furnishing shopping experience. As one of the founding brands of the five-star alliance, Mr. Zou Wensheng, director of the market center of Dinggu wardrobe, attended the press conference and participated in the question and answer session of the reporters. He said that Dinggu would vigorously promote this home decoration festival and bring unique new experience of home decoration to consumers. Aiige: Independent e-commerce, demonstration development, as Aijia.com, an Aiige e-commerce platform website, also operated independently in 2016. The new e-commerce operation mode of Aijia.com, "Check in with bags", has been fully launched. This operation mode is currently a special e-commerce operation mode in the industry. The reform and innovation of the marketing mode will completely subvert the traditional business model of the customized furniture industry. On November 19, 2016, Aiyige Super Model Room will open on the sixth floor of the Home Furnishing Hall of Fantastic Home Expo Store, and will appear in Chongqing in a new decoration mode. It is reported that the 3800 ㎡ Aiige super model room has integrated 19 first-line building materials and home furnishing brand businesses and created various kinds of live show rooms of home styles, so that consumers can intuitively appreciate the effect of home decoration while truly achieving the goal of "easy home decoration shopping". In addition, 30 elites in the design industry formed an exclusive design team to create customized home, bringing consumers a completely different comfort experience in home. This business model can not only make consumers feel more intuitively the charm of the real space display, but also save consumers' time costs. From the purchase of building materials, home furnishing, soft decoration to hard decoration, home design, a complete home decoration experience model fully reflects the authenticity of business. Baidu Desheng: The channel business was expanded as well as the solid wood customization. On November 6, 2016, the flagship store in Wenzhou of Baidu Desheng Qianfang opened grandly and held a grand ceremony of Wenzhou Rock Carnival. Huang Jiaqiang, a member of BEYOND, came to the scene of the Rock Carnival to relive the glorious years. On December 9, 2016, the signing ceremony and media meeting of Bateson&Han Julige were held in Guangzhou. Mr. Zhang Jian, CEO of BDS, signed a contract with Mr. Gou Liangchao, General Manager of Han Julige, officially announcing the cooperation between the two sides. Bateson has a strong strength in plate manufacturing, and with the help of Han Julige, a strong force in solid wood customization, its combined force cannot be underestimated. In the field of panel customization of solid wood, Baidu Desheng has grown into a new force worth looking forward to. Dwell: The three pillars stand in a tripartite confrontation, and the system structure is further upgraded. On August 26, 2016, Dwell signed a strategic cooperation agreement with Yuanfang Software, and used Yuanfang's technology to open up the production front end and sales terminal. The customized sales design system for the whole house of DeVille, which was developed by Yuanfang for DeVille, will achieve effective communication for the store. On August 31, 2016, Dwell signed a contract with Sihe Consulting to upgrade the terminal with "Super A6 System". These two contracts have accumulated strong technical support and human resources support for Terminal Zhisheng both in terms of design and service. In 2016, DeVille production base was put into operation. The second production base of DeVille will introduce the second German Haomai flexible production line in Asia, which provides a strong proof that DeVille is in the forefront of the furniture customization industry. This production line is the second flexible production line put into use by Asian customized wardrobe enterprises. It is at an advantageous level. Its production capacity is several times that of ordinary production lines. The quality control has also reached an advantageous level, so as to serve the end consumers faster and better. Kefan: On November 1, 2016, Kefan launched a new N2C omni channel retail model, and held a press conference on the customized O2O brand strategy of Kefan's whole house in Kefan Building of Guangdong Industrial Design City. Kefan announced to complete the strategic layout of O2O brand and open a new N2C omni channel retail model. In recent years, Kefan Custom has continuously participated in Shanghai Construction Expo, Guangdong Customized Home Furnishing Expo, Guangzhou Construction Expo and other exhibitions. The channel has obvious intention to speed up its pace. So far, Kefan's terminal stores in the country are about to exceed 500. In 2016, the growth rate of Kefan Custom has become a foregone conclusion, far exceeding the average development level of the industry, and its performance is very eye-catching. In 2016, Kefan laid out a base of nearly 60000 square meters in Shunde. In July of the same year, Kefan was officially built and put into operation by relying on the former Industry 4.0 Smart Factory. In Lin Tao's view, O2O is only a transitional term, and will eventually move towards the new N2C omni channel retail model. Enterprises must simulate, define, and select new ways, places, and media to influence, approach, and touch users in the decision-making chain of target consumers, so as to control key contacts. This consumer centered marketing strategy choice will become the inevitable choice of enterprise marketing strategy in the new environment. Yardis: Capacity expansion platform marketing Guangzhou Hengya Furniture Industry Co., Ltd. is a large group company specializing in the production and design of fashionable furniture. Its main brand, "Yardis", adheres to the design concept of Italian avant-garde fashion, reflects the design pursuit of "people-oriented, advocating nature", Become the top brand in China's overall wardrobe industry. On March 20, 2016, the launching ceremony of Hengyaxuan solid wood customized furniture, a brand of Hengya Home Furnishing Group, was held at the headquarters of Yadis. The production of Hengyaxuan solid wood customized furniture indicates that Hengya Group has not only enriched the product system, but also raised the brand height, making dealers more competitive at the terminal and better able to seize the market. In order to expand brand awareness and obtain more dealer support. At the end of March 2016, Yardis landed in Guangzhou, China Huaxia Family Fair. At present, innovation driven, optimization and upgrading, and quality improvement have become the development consensus of the wardrobe industry. And cross-border competition and cooperation are also the industries that constantly emerge dark horses, showing a lively and dynamic competitive trend. Expanding production capacity, seeking cooperation, and strengthening terminals... Wardrobe enterprises are doing their best to give themselves various leading advantages. Whether they can win the favor of consumers should be proved by long-term performance. Netizen comments
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