Home building materials industry "change" word first

In 2014, we ushered in 2015. Both brand-based companies and channel companies are thinking: What is the main line of business development in 2015? How is the company's goal set? What is the core concern of the corporate development strategy? How to formulate an annual development plan?

In 2015, the development trend of the building materials home industry can be summarized by a core word and ten key words.

The core word of the building materials home industry in 2015: change

“Change” can be understood as a change, and it can be understood as a change. In 2015, China's building materials industry will be the first year of industry subversion, and the trend of change has been irreversible. If the enterprises with traditional advantages in some industries still wait and see in 2014, and even resist the irritating touch brought about by the Internet, mobile Internet, and e-commerce, then most of the building materials home companies will start the Internet in 2015. The strategic layout of the first year.

2015 home building materials industry trends: ten keywords

First, OTO explore

Since Ma Yun and Wang Jianlin have played the “one billion” gambling game, OTO has become the hottest vocabulary at present. Even the more traditional building materials and home furnishing industry can not do without attention to OTO and be affected and changed by it. In the building materials home industry, OTO is also a major trend, it is based on the Internet platform and big data integration, it will inevitably bring about changes in sales channels, sales model changes and profit model changes.

Second, large home strategy

The business model of Chinese companies seems to be difficult to make clear with the so-called theory. Many advocates of focusing strategies must be surprised to see the chaos of today's building materials industry. In 2014, it seems that enterprises with dreams in the building materials industry have begun to display their own "China's big home dreams" in turn, and the strategy for large homes has started!

As the current sub-industry of building materials home has entered the stage of market concentration, it is plainly that the market share between the various brands, "the gap between the rich and the poor gradually widening." The big brands are getting bigger and bigger, until they have a stable and stable market share. Small brands are getting smaller and smaller until they are eliminated. In this environment where competition has increased and emerged from the crisis, forward-thinking brands have begun to explore the pace of progress from a single category to multiple categories and all categories—based on their core business units, utilizing resource advantages, technological advantages, and talents. Advantages: Develop related business products to increase consumer contact, expand sales, and increase brand market share.

Third, business cross-border extension

Business cross-border extensions and home furnishing strategies, although similar in appearance, are different strategies. Big home strategy is based on the perspective of enterprise integration, taking into account the greatest synergies of business, brand, marketing and customers, while the business cross-border extension is more from the aspects of corporate investment, strategic layout, etc., and there is no profound brand collaboration. Meaning.

In recent years, the cross-border layout of building materials home companies has become a trend. With the intensifying competition among various building materials home sub-sectors, some third- and fourth-tier brands want to use capital and resources, and some leading companies or listed companies also have good The funds and resources are not used anywhere and will inevitably lead to cross-border extensions in large industries.

Fourth, the new generation of consumers

The new era, new changes, new trends, the development of the OTO model, and the development of the big home concept are all based on changes in the market environment. The core element of the market environment is consumers. After entering the 2010's, a group of people with new consumption concepts and consumption values ​​has gradually become the mainstream of the market in the 1980s and 1990s. Their life concepts, individualized ideas, and unique consumer styles are driving the transformation of the building materials industry. .

V. Channel changes

From 2013 to 2014, building materials stores also had their nets touched. The Red Star Meikailong and actually all set up e-commerce departments and began to focus on online sales and explored. It is expected that the 2015 building materials store will increase the pace of OTO, which is also The most noteworthy channel changes.

Sixth, promotion of sports and normalization

Building materials home development to today, has lost the real estate industry with a good time running forward, when the competition into the "battle", the promotion of the inevitable means to become a business.

Seven, fragmentation terminal

The biggest impact of the Internet on building materials is the decentralization of customers. This will be the biggest change in the 2015 retail model. Consumers will not gather products in a single place to experience products, but will be scattered in various fragmented terminals. This poses a great challenge to regional marketing.

The exhibitions under the line, the storefronts in the community, the scanning activities of the WeChat community in the community, the community owners forum, and the community owner QQ Group have all become soaring positions for brand owners, as well as home exhibitions, exhibitions, designers, large-scale collections, etc. Forms have become the forefront of contact with customers.

Eight, brand remodeling

Changes in the consumer population will inevitably lead to changes in brand reshaping. How to deal with the new generation of consumer groups, researching new consumer groups for whom they love to listen to, and making them like to participate in the dissemination of content has become a topic that cannot be avoided for building materials and households.

Not only the building materials home industry, nearly three years, from fast-moving to home appliances, almost all industries have spent a great deal of effort in establishing consumer brand awareness. The most successful have to mention the Xiaomi mobile phone, a marketing paradigm that maximizes the fan’s economy, starting from the touch point of the consumer's heart and concentrating on the marketing of the customer's pain points.

IX. Changes in market structure

The overall slowdown of the building materials home market in 2014 caused many companies to be caught unprepared. Due to the slowdown in the development of the real estate market, the new housing renovation market has been shrinking in cities in grades 2-3, and the market growth has focused on 456 in the process of urbanization. market.

From the point of view of the decoration of the customer structure, the reduction of investment and multiple suites has transformed the current market players into the fitting customers just needed. However, from 2000 onwards, commercial housing sales that began full-scale sales to the first wave of renovation customers have also been around for more than 10 years. The second-hand housing renovation and refurbishment market has begun to start. This part is most worthy of attention, and improved home consumption is increasingly being marketed. Pay attention. Starting from “3?15” in 2014, several promotions of supermarkets, brands, and home improvement companies have received good results, of which the contribution of improved demand is significant, and the proportion of such consumption in the business of some home improvement companies It is also constantly improving and can even occupy half of the business volume.

X. Industry Integration

In 2013, the market size of building materials and home furnishing industry reached 372.29 billion yuan, and it is expected that in 2014 it will exceed 4 trillion yuan in market space. On the one hand, it is a huge overall market capacity, and on the other hand, it is an industry characteristic with low concentration. For example, the leading company in the flooring industry, the Icon Group, expects sales of 5 billion yuan in 2014. However, compared with the domestic market with 50 billion or so, the company accounts for only about 10%. Accommodate consulting clients In 2013, sales of Liansu Group accounted for more than 13 billion yuan, and the corresponding market for the industry of 95% was only 14%. The low degree of concentration of various sub-categories will inevitably lead to the consolidation of the industry.

In 2014, the leading brands and the top five brands in each segment have achieved better growth and opened up the distance to follow-up brands. It is expected that in 2015, industry consolidation will be further strengthened and integration will be inevitable.

Faced with the strong impact of the Internet trend, the news that stores and stores closed down ceaselessly, everyone is thinking about whether or not to transition! The times are changing, the society is changing, the business model is changing, and everything is changing. Are you ready? Change is imperative!