On April 10th, Shanghai Suning Tesco announced the establishment of the Pan-Smart Consumer Consortium, which formed alliances with hundreds of home appliance and building materials companies in the industry to work together. With the smart retail enterprises represented by Suning entering the home improvement market, the home improvement industry How will the pattern change?
It is understood that due to the relatively low barriers to entry in the home improvement industry, the industry's 'large-industry small companies' pattern is very obvious, with a large number of small and medium-sized enterprises and a high degree of industry dispersion. The data shows that the current 'guerilla' style decoration accounts for 65 of the entire renovation. %about.
'The home improvement industry is relatively decentralized. Home improvement is not like home appliances. It is not a complete standardized product. It needs some soft packaging design. It needs perfect integration of the entire user's place of residence. In this process, there is no special channel on the channel. Large, including independent online and offline channels have not formed an absolute leader. 'Suning East Second District Executive Vice President, General Manager of Shanghai Suning Tesco Xu Haijun frankly, the reason why the establishment of an industry alliance, mainly to shorten the intermediate links in the industry, Provide one-stop products and services for consumers.
Suning begins to offer custom home improvement packages this week
In Suning's specific initiatives, the focus is on providing home improvement funds and home improvement packages for consumers. The former promotes mutual drainage and conversion of home appliances and home improvement products through home appliance coupons, while the latter is based on consumer housing area and purchasing power. Standardization of home improvement appliances package products. In specific activities, including 9999 yuan to 9,999 yuan six-level economy and exclusive appliances package package. In addition, Suning also provides 10,000 yuan home improvement coupons, can be used to match the cost of home improvement, And after shopping in a member company of the home improvement company in the alliance, Suning will receive a 1,000 yuan electrical coupon voucher.
According to reports, Suning had announced at the headquarters at the end of last month that it was necessary to jointly create a marketing matrix through online and offline joint ventures in order to jointly build a marketing matrix, build a smart retail space for home improvement, and unite billions and tens of millions of brands to create a cooperative relationship. Ten billion club to win.
Some industry experts believe that the standardized home improvement will be achieved through product-side package, end-to-end product collection, information management at the management end, internetization at the marketing end, efforts to integrate the disparate home improvement industry, and the home improvement industry will be the entrance for household consumption. Large, there is a high channel value.
Suning promotes the transformation and upgrading of the pan-home industry
Suning has been deeply cultivating in the home appliance industry for 28 years. Household appliances and home decoration are highly relevant in terms of categories. Suning is going to join home improvement brand alliances to package home improvement appliances and provide a full set of home appliances for different home improvement types. The advantages of logistics can be achieved in the home furnishing industry's 'slot integration' or even the follow-up 'warehouse with equipment integration'. Suning Finance provides suppliers with better than the market financing conditions, but also provides low interest rates for consumers with home improvement needs In addition, Suning guests will solve the after-sales problem for more brands and provide the greatest convenience for home improvement.
The infiltration of companies like Suning in the home improvement industry has also contributed to the transformation and upgrading of the pan-home industry. Insiders said that smart retailing has created diverse consumer scenes, portrayed user portraits, reconstructed marketing models, circulation models, and production. Modes and other aspects of empowering offline companies to create a comprehensive consumer experience, and cross-border business model will also help increase consumer frequency and ease pain points in the industry.
'Similar to the cooperation model of pan-intelligence and large consumer alliances, the precision marketing capabilities under big data can also help online and offline drainage, reduce the cost of the industry's customers, and the industry's concentration is expected to be further improved.' Xu Haiyu said.
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