From the perspective of the development process of the integrated ceiling industry, it is possible to move forward from the main line of development: From the functional stage of the earliest ceiling, to the industry in 2014, the large-scale whole-house suspended ceiling was launched, followed by the concept of 'top wall integration'. It is proposed that the small household appliances category has begun to gradually integrate with the top wall, giving the product more decorative features.
Figure 1: Gloria Ceiling 'Bordering the Borders' 2018 Brand Strategy Upgrade and Dealer Summit
Nowadays, under the influence of consumption upgrades and new home retailing, the market has undergone potential changes, whether it is to stabilize the housing prices and acceptance criteria in order to stabilize backward production capacity, or to consume mainstream people to move closer to 80, 90. They all indicate that the boundaries of the original industry's top wall are being broken and further expanded.
In this regard, as the only top-wall enterprise in the industry to develop from online to offline, Göller, who knows the Internet business, relies on the current 'new retail' model, through online user data comparison analysis, and The combination of offline user experience, the concept of 'pan-home' for one-stop service.
Figure 2: Xu Huifeng, Chairman of Geller
At the 2018 Brand Strategy Upgrade & Dealer Summit held on the 28th of June in Zhejiang Haiyan, its chairman Xu Huifeng further explained that 'so-called 'ubiquitous household' is to adopt cross-industry, cross-category, home furnishing. The centralized management of daily necessities, the integration of the top wall, the integration of smart home, internet of things, software installation, new retail, etc. We don't only provide products, we also need to be a one-stop solution for pan-home.
Crowd portraits, the future belongs to 80, 90 after the pan-home new retail
Policies promote consumer volume, and consumer groups change the quality of consumption. In many speeches of the conference, '80, 90' has become a high-frequency word that has been mentioned, and it also shows that this consumer group is becoming an important part of the industry. power.
The set of data provided by Göller also confirms this from another angle: 80, 90% of the consumer population of household products, accounted for 42% of 25-30 years old, 27% of 30-35 years old, this The two age ranges accounted for 69% of consumption. Among them, for the focus of household consumption, high quality and after-sales service accounted for 74% and 79% respectively, followed by personality.
Figure 3: Zhu Aiying, General Manager of Geller
Through the crowd portraits, it is not difficult to find that such people are generally highly educated and mature, and their brand awareness is gradually strengthened. They are important loyal supporters of the brand. After 80 and 90 years of career, they are becoming the pillars of society and are rapidly changing China’s Consumption structure. In response, Ms. Zhu Aiying, General Manager of Geler, bluntly stated, 'As a provider of household products, we must realize that only products are far from enough, and consumption upgrades are the inevitable trend of change.'
Overturn the product and define the overall strategic upgrade of the new terminal experience
In fact, as the Geller people said, the current integrated ceiling industry still has vicious competition and low-cost products. This also causes some building materials dealers to face low customer orders, low order profits, and homogeneous products. In this case, both the industry and the enterprise itself are in urgent need of transition to high-end and benign, and find new business models to lead the new transformation of home building materials.
Based on this, Geller's strategic upgrade has started from various aspects, aiming at the end-consumer market, and is mainly to form a new retail model that complements online and offline, and is the first to lead the pan-home era.
Figure 4: Gele ceiling brand strategy upgrade launch ceremony
Firstly, at the product level of the biggest advantage in the top wall industry, Geller launched the AI intelligent bath new product in addition to the gussets that incorporate modern, European, Nordic and new Chinese style elements. As the industry's first high-intelligence interactive Sex products, under the premise of healthy and environmental protection, Geler integrates intelligent scenarios: Applications can intelligently complete functions such as ventilation, heating, and acceleration according to the needs of users. It also fits the concept of “Smart City” promoted by the current state. According to Aiken Home Appliances, Geller currently has close to 100 patents, ranking first in the number of patents in the industry. This kind of product based on 'all-roof walls + smart homes' has further helped Geller achieve industrial technology products. Leading.
Secondly, at the new retail channel expansion level, Geller pioneered the new retail of 'full roof wall + smart home', and used the data bank to implement information sharing, online and offline communication, precise promotion, accurate push, and customers. Accurate, no distance from the customer. This further provides a guarantee for the company to achieve high customer single value.
Figure 5: Demonstrating new products on the board at the conference
In addition, it is worth mentioning that Glenn devoted great efforts to upgrading the image of the store's SI, breaking the boring layout of traditional building materials stores. The chief designer responsible for the upgrade of the store's SI system said in an interview, 'Geller took the lead in relaxing with a coffee house. The experiential wisdom store system has been upgraded to a fourth-generation store that focuses on products and services to create a high-value terminal image. The purpose is to bring new pleasure to the new consumer groups in a fashionable and youthful style. Professional intimate feeling. 'Scenery marketing, cafe-style services, make the service more professional, no doubt more reasonable and aesthetic than ordinary decentralized home, but also more in line with the 80,90 aesthetic needs of mainstream consumer groups.
Figure 6: New grid button
With a series of upgrades and changes, Geller will transform from a single integrated ceiling to a top wall, into a pan-home space with a roof, a wall, and smart appliances.
On the one hand, the dealers who choose to use Göhler have a more comprehensive product system and a broader consumer market. On the other hand, they further define new terminals that integrate health, environmental protection, practicality, minimalism, and free human needs. In the space aesthetics, fully implementing a one-stop shopping experience for end-consumers, these are all powerful indications of Grace’s determination to achieve the whole-house leading position in the industry, and Geller’s ability to achieve new retail sales in the pan-home. Going more solidly, achieving step by step to win.
