Involved in the overall home business must change the concept of "three do not do"

Although the overall "home" is optimistic, the company has tasted the sweetness, but the development in Shenyang is not warm, and there is no such thing as swarming or grabbing the hill. This is mainly related to the existence of “three do not do” conceptual barriers.

Overall home "Qian Jing" is optimistic

With its humanized home design, factory-customized processing, cost-effective material procurement, and one-stop on-site service, the whole home has become a model that is more advantageous than traditional home decoration and decoration. Welcomed by residents and new community owners.

At present, Shenyang home market, in addition to Shangpin home furnishing, Sophia wardrobe, Korani cabinet wardrobe and other chain home brands, there are also some furniture, flooring, cabinets, wooden doors and home improvement companies involved in the overall home business. The overall home is like a touch of new green, bringing hopeful spring to the home market that is gradually warming up.

The production enterprises involved in the whole home are mainly multi-category management. For example, furniture enterprises produce wooden doors, while wooden doors enterprises also produce stairs, floors, flooring companies to produce wooden doors, furniture, and soft clothes. Cabinet companies also have production lines such as wardrobes and wooden doors. All kinds of things, not just one. Their common performance is that most companies use "vertical alliances" with home improvement companies or hardcover houses as their main business direction; few companies simply focus on or form a "horizontal alliance" through the integration of resources, directly facing the owners to provide "overall Home" products and services.

Enterprises need to break through the "three no" obstacles

Although the overall "home" is optimistic, the company has tasted the sweetness, but the development in Shenyang is not warm, and there is no such thing as swarming or grabbing the hill. This is mainly related to the existence of “three do not do” conceptual barriers.

First, I don't want to do it. I am afraid that I will lose my brand.

This concept is more typical in solid wood home businesses. Some solid wood household enterprises entered the market early, the brand has strong influence, and the market has established a relatively stable market and channels for many years. Other enterprises, although not big or small, have no benefit, but the days are easy. Therefore, they do not want to break the status quo.

Although there are also solid wood home enterprises involved in solid wood overall home, but because of the positioning of high-end and by design, cost, price, marketing and other factors, there is no "salted fish turn over" effect, the market response is flat. Therefore, some companies believe that cross-banking and diversification are a waste of time and energy, and may not bring a positive situation. Some enterprises also said: "A trick is to eat all over the sky, to make furniture, to do the door, to do cabinets, to the stairs, and to decorate, how can you do it well? One specialty may not be able to do it. It will let customers and dealers think that they can't go on to do other products in this industry. Why should you do it, don't join in the fun."

The author believes that most home furnishing companies start from their own survival and development, and they have a wait-and-see attitude towards the overall home. But you don't have to be diversified or cross-border. Diversification may not be able to generate more profits, but it is a new business opportunity in new markets. In business negotiations, reasonable and legitimate benefits, and the ability to obtain, they should actively participate. Timely involvement in the overall home, occupying the market opportunity, is a wise choice for visionary home entrepreneurs.

Second, I dare not do it. I am afraid that if I am not careful, I will lose my money and I will not be able to drink it.

Some cabinet enterprises have design capabilities, and the hardware conditions such as capital, plant and equipment are not bad, and the advantages of getting involved in the overall home are obvious. But even such a company still thinks that its homework is not home. At present, the market research and demonstration of the overall home is not enough, the talent preparation is not sufficient, and the market of the overall home market cannot be touched. Once it is involved, only the investment is not small, and it is difficult to save yourself from the loss of water. Therefore, enterprises are more likely to take a wait-and-see attitude and look forward to the future.

There is a risk in doing business, and of course the market is not a clear spring, and it is clear. That is, whether it is a single cabinet, is it not a loss? Any market is unknown. Being involved in new business, caution is necessary and should be, but the timing is a little bit lost, too much caution may lose the best time to invest.

The author believes that the overall home is the general trend, the market has demand, the owners have expectations, the future space is large. Joining or 兼营 the overall home project, in the complex market environment, it is to prepare a basket for the "eggs", which will add a "Qian Jing". On the basis of doing market research, product development, promotion, and service, there will be unexpected gains when it comes to the overall home.

Third, it will not be done, afraid of being professional and losing corporate reputation.

The overall home involves many categories and professionalism. In the current market division of labor, in order to complete the overall home design, production and service of multiple categories, it is undoubtedly necessary to coordinate and integrate the participation of various enterprises, which is indeed a major test for the full capabilities of the enterprise.

Some enterprises look at the overall home is a good project, although they do not have gold steel drills, they also want to take this porcelain work. I am just worried about rushing into the market. Once I don’t understand it, I don’t make money, it’s a small thing, and I’m not honored. At present, the enterprises are relatively closed, and it is difficult to learn from each other. They want to do it themselves and do not know how to get involved, so they have been "outside the door" for a long time.

The author believes that learning is productivity, which is the source of power for "Qian Jing". Involved in the overall needs of the home, in the current situation of rapid changes in the market, fierce competition, learning from competition is the best way to win. Although the overall home category is more and more professional, as long as you stand on the shoulders of giants, learn, research, and digest the experience of successful enterprises, absorb and introduce outstanding professionals, and integrate relevant resources related to the industry as a breakthrough, it will shorten the unprofessional The distance that will not be made, and the overall home brand is just around the corner.

Editor in charge: Liu Yaoru

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