The cross-border integration of the home ecosystem represents a speed-up integration trend. With the new generation of consumer groups becoming the main force in the home, consumers’ demand for personalized, liberalized home improvement solutions is gradually increasing, and one-stop home improvement home services will become the future. Market trends.
On April 10th, Shanghai Suning Tesco united hundreds of furniture, building materials, design, decoration and home appliance leading enterprises to form a pan-intelligence big consumer alliance that deeply integrated in the fields of products, prices, services, etc., representing the home ecosystem in Shanghai. Cross-border integration into a new stage.
Suning's Executive Vice President of E-China East Second District and Xu Haiyu, General Manager of Shanghai Suning's Tesco said that the reason why it will unite many businesses to form an industry alliance is precisely to see the changes in consumer demand and the current pain points in the home improvement industry. Focus on home appliance customization, service sharing, precision marketing, inclusive finance and other aspects of cooperation.
Over 100 companies have joined hands
Suning will build 40 'Alliance Experience Stores'
The reporter learned that the Pan-Smart Consumer Consortium not only includes full-fledged home appliance companies, but also includes home-improvement building materials industry associations and poly-complex decoration, commander-in-chief decoration, Jinnian building design, wave decoration, and dozens of home-improvement building materials companies. Industry alliance companies exceed 100 homes.
'The current home market is in the stage of brand integration. Cross-border cooperation and integration of resources is the trend. The writing of the Pan-Smart Home Alliance will become a new user traffic portal for the alliance companies. ' Xu Haisong said, 'We will 'go in and out,' and home improvement. Building materials companies have in-depth cooperation on resources, data, etc., deeply integrate the industry's ecology, and provide consumers with a better shopping experience.
The reporter was informed that Suning, as the largest home appliance retail channel, will focus on promoting the home improvement field in 2018, setting a target of 10 billion yuan for smart home appliances. A few days ago, Suning joined the Shanghai Interior Decoration Industry Association, the Housing Committee, and many home improvement companies. Closed-door meeting, on the establishment of a pan-intelligence big consumer alliance reached a preliminary cooperation, and set up Suning home improvement, to provide consumers with a one-stop home improvement appliance service.
In Xu Haixuan's view, the home improvement industry is a strong experiential consumer industry, and it needs scene-based experiential consumption. Under this trend, the advantages of Suning’s smart retail retail Internet shops are highlighted. To optimize the user experience, Suningyi Purchasing will jointly home companies to create home appliances 'union experience shop'.
According to Suning's plan, online, Suning Tesco will provide online 'home improvement channel', and at the same time in-depth cooperation with home improvement companies in big data, V purchase, etc.. Online, Suning will open 116 Shanghai Suning Tesco offline The physical store consultation and ordering, together with home improvement companies to build home appliances experience hall, including 20 home improvement company model to enter the Suning Yun shop, and home improvement company model set up to open 20 Suning electrical shop.
Upgrade intelligent fusion scene construction
Smart connected products will exceed 75%
In recent years, with the upgrading of consumer's living standards and consumer attitudes, the home consumer market has ushered in a period of rapid development, which has also led to home improvement in the home industry, home appliance product upgrades and innovations, among them, home appliances, personalization, customized product applications. It is even more advanced in the industry.
Shanghai, as a bridgehead for the entire home appliance industry, leads the industry transformation. Xu Haijun said that the joint partner will hold high the 'Shanghai brand' to ensure that more than 60% of smart health products will be listed first in the Shanghai market to meet consumer demand. The demand for various stages such as new equipment, partial transformation, addition, etc.
'The Shanghai market has strong purchasing power compared to other cities, and has a natural preference for intelligent new products, especially for smart products. ' Xu Hailu said that on the basis of the original category, this year Suning also focuses on home smart door locks. Cameras, integrated home appliances and other categories are expected to account for more than 75% of smart internet products in Suning Shanghai.
The breakthrough point in the home industry lies in experience. At the consumer experience end, Suning will also further improve the online and offline integration smart scene. Online, Suning Tesco will launch the Biu + Suning smart home to create a VR real-life online home, where users can browse While playing and buying, VR real-time single-click orders. Online, BIU+ era experience home, will also be on the floor in Shanghai store, build interactive experience scene, make offline consumption more intelligent. In addition, Suning also announced that it will join alliance companies, Three large-scale smart home special events are planned throughout the year to promote the display experience of smart home products.
Suning pushes up to 300,000 home loan
'4+8' Alliance Exalted Sprint 418
Many people in the industry stated that the establishment of a pan-smart large consumer alliance will certainly break the consumer barriers in the home improvement industry. With the integration of household appliances, home improvement, and home-based consumer supply chains, consumers’ shopping efficiency will increase significantly, and existing service boundaries will increase. Will be broken.
It is worth noting that the establishment of the pan-smart mass consumption alliance is still on the eve of Suning's 418 big promotion, and it has also been interpreted by the industry as a measure of Suning spurring the 418 promotion. It is understood that Suning’s super-buying day starts from this Friday. On the official launch, consumers will be able to participate in the activities launched by the alliance from April 13.
In addition to the one-stop shopping experience, Suning also launched a targeted '4+8' alliance service that includes four special initiatives and eight unique services in order to increase the advantage of the home improvement brand in the alliance.
In the 418 Taishun and Suning Tesco 413 Super Group Buying Day, Suning United Union Enterprise City Distribution Home Improvement Fund, buyers sent 10,000 yuan home improvement fund, and launched 9999, 19999 up to 99999, etc. for different types of consumers. Home decoration packages.
In addition to product and service support, Suning’s financial advantages will also enable the alliance to provide consumers with up to $300,000 in 'home improvement loans' and provide third-party insurance companies with property insurance protection to protect consumers' homes and water and electricity. 3. Other indoor facilities, decoration and more valuable indoor property.
In addition, relying on Suning's service system to provide consumers with air conditioning, free cleaning of the hood, free water purification trials, free renovation, free design, home improvement free design, free air testing, body cleaners, free wiring, free embedded smoke Tubes, stoves and other free testing of eight special services, as well as the development of store home improvement union exhibition, home appliance group purchase, decoration class, tasting and other activities.
In addition to the special activities such as the Pan-Asia Smart Consumption Union, Suning also created a creative and interactive H5 video during the 418 period. The hero and heroine represent the thousands of young white-collar workers in Shanghai. Although the ideal is full, the reality is very edgy. We still deserve to have a better self, create a beautiful quality of life through new electrical lifeism, create a new impression of future life, advocate for a new 'new', and enjoy a good life with 'new'.
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