China Ceramics Network News In 2019, the trend of decoration has become more and more obvious. However, decoration companies are facing pain points such as difficulty in operation and management, no unique advantages, and weak strategic awareness in the transformation process; facing the upcoming In the coming year of 2020, how should decoration companies grasp the trends, choose the decoration model, and create unique advantages, so as to upgrade and break through and become bigger and stronger?
On December 18, the new model·Great Future | 2020 Strategic Cooperation and Healthy Decoration Conference organized by Dongpeng Home Decoration was grandly held in Dongpeng's new headquarters building. The conference invited more than 400 industry leaders including strategic experts in the pan-home decoration industry, chairman/presidents of manufacturers, representatives of Dongpeng Home Decoration Operation Center and franchisees, heads of more than 200 outstanding decoration companies across the country, and dozens of news media. Look at the development trends of the home decoration industry, discuss the transformation of the industry, and witness the grand release of "Healthy Decoration 2020" to jointly advocate providing users with a green, environmentally friendly, and healthy home life!
Part of the list of leading guests is as follows:
Tangren, a well-known strategic expert in the home decoration industry
He Xinming, Chairman of Guangdong Dongpeng Holdings
Dongpeng Holdings President Gong Zhiyun
Liang Huicai, general manager of Dongpeng Home Decoration
Shi Chenxiang, Chairman of AIA Integrated Ceiling
Gao Peng, Assistant to the President of Jiangshan Oppai Door Industry
Guo Jiangshan, General Manager of Germany Dufang Paint
Mai Jianqiang, executive vice president of Nature Home Wooden Doors
Liu Chengdao, Vice President of Leyijia Home Furnishing Group
Yang Lin, Deputy General Manager of Life Home Integrated Home Marketing
Huang Weiguo, CEO of Schneiman Home Furnishings
Sanxiong Aurora Lighting Technology General Manager of Home Furnishing Division Nie Jianqiang
Long Guosheng, Chairman of Badis New Building Materials
Wu Guohong, Chairman and President of Boluo Door Industry
Wang Hanwu, Chairman of Toshiba Air Conditioning Nanzhi Environment
Huitailong Technology CEO Xu Zhenzhong
Zhuang Dayu, Chairman of Gaodi Company
Zhao Donghong, Director of Workwear Division of Rifeng Group
Caitong Industrial Strategic Account Director Lai Leiming
Wang Dandan, head of key accounts of Zhibang Home Furnishings
Xie Shulian, head of home decoration key account of Siemens Switch South China Region
Ou Minmin, Vice Minister of Gree Commercial Department
NVC Lighting Technology Guangdong Company Chairman Zhao Yu
Li Donghua, Deputy General Manager of Isalai Textile Decoration
Zhou Liangyu, R&D Director of Fanghua Intelligence
Dong Shuqiang, General Manager of Sada Doors and Windows
Mai Yulong, head of the key account department of TATA door industry
Qian Chen, head of Kohler O2O
Boss Electric Key Account Manager Xu Yuxiang
"Welcome Speech" - Gong Zhiyun, President of Dongpeng Holdings
Gong Zhiyun, President of Dongpeng Holdings, said in his speech that although Dongpeng Home Decoration has faced many problems and difficulties since its establishment one year ago, all basic work has been solidly advanced with the full support of all parties. The law of bamboo growth reveals that bamboo shoots only grow three centimeters in four years underground. They break out of the ground in the fourth year, and then grow at a rate of thirty centimeters per day. This is accumulation. The easiest way to run a business is often a trap, and the hardest way is the shortcut.
He mentioned why the building materials business has been difficult to do in the past two years? The reasons are mainly divided into three aspects.
1. From the previous incremental market to the existing market game, the cost of acquiring customers is high and the competition is more intense;
2. Purchasing channels are developing in the direction of high efficiency, low cost, and professional buyers. Brand premium ability has become weaker, and products, prices, and services win more;
3. The centralized purchasing and credit sales model of large real estate developers and decoration companies affects dealers’ profits and cash flow.
Today, times have changed, the model has changed, and the supply relationship has changed! In the era of rigid demand, the home building materials industry is all thinking from the perspective of manufacturers, raping consumers, and setting up category specialty stores. Today is an era of overcapacity. We should start from consumer demand, integrate the supply chain, and the integrator that integrates design, construction, services and materials will ultimately win!
At this stage, manufacturers must adjust their mentality, be user-centered, make good products, improve efficiency, reconstruct the market order, and develop comprehensively through multiple channels. Dealers need to adjust their business strategies.
"Analysis of Development Trends of the Pan-Home Decoration Industry" - Tangren, a well-known strategic expert in the Pan-Home Decoration Industry
"Pretend"Repair a home" is the core demand of consumers mentioned in Mr. Tang Ren's speech today. He pointed out that in 2019, the home furnishing channel experienced a cliff-like decline, and the home decoration material sales channel is undergoing fundamental changes. The traditional single-category business model There are problems of poor user experience and low operating efficiency. The direction of industry change is in brand alliances, large home furnishings, Internet home decoration, whole house customization, complete decoration, fine decoration, and move-in. Decorating a home is a multi-category integration process, and multi-category integration This is achieved through design ownership.
He also pointed out the ten major trends in the development of the home decoration industry:
1 The main theme of industry development will revolve around multi-category integration
2 The strategic focus of home furnishing companies is to compete for design dominance
3 The production and distribution of household products are separated, gradually forming a "you produce, I distribute" pattern
4 Multi-category integration accelerates the gathering of home furnishing brands
5 The traditional home furnishing mall model will be replaced by new multi-category integrated distribution channels
6 Home decoration materials are developing in the direction of integration and are easy to simplify and automate the construction process
7 Design will tend to be standardized and intelligent
8 The organization of construction elements will go away from the foreman contracting system and will eventually be implemented by a social platform
9 National assembly operations will evolve into assembly supply chain operations
10 Home decoration tends to be platform-based operation, and information-based operating systems will become standard equipment
"Model·Advantage·Future" - Liang Huicai, General Manager of Dongpeng Home Decoration
Dongpeng home decorationSince its establishment in January, work has progressed steadily, with more than 40 franchisees in September, the fine decoration project started in October, and the first operation center was built in December. At the first annual meeting, Liang Huicai, general manager of Dongpeng Home Furnishing Co., Ltd., explained in detail how Dongpeng Home Furnishing Co., Ltd. can build its own unique advantages through model innovation, thereby creating a better future for self-contained home furnishing products!
He pointed out:
The two essential issues facing the current development of the assembly industry are:
1. Difficulty in operation and management: The long "integration" process and the large number of products make operation and management very difficult. In fact, many "Zhuanzhi" died in business management. 2. No unique advantages: It is basically at a low level of competition in the single dimension of "price", and has not yet reflected the high level of multi-dimensional competition in "health, art, technology, culture, brand" and other dimensions. This is the reason why "dressing up" is still weak.
The model innovation of Dongpeng Home Decoration lies in:
1. In view of the long process and many products, we do: cut the process, build the process, standardize and focus.
2. In view of the lack of unique advantages, we create and give full play to the unique advantages of "health, wisdom, and quality life" for users; eight advantages for franchisees; and six advantages for public decoration.
At the end of his speech, he lamented that it was difficult to dress up, but more importantly, he showed his firm confidence in being able to dress up well. Today, under his leadership, Dongpeng Home Decoration has taken a confident and solid first step on the road to renovation!
In order to allow participating guests and presidents of decoration companies that need to transform to have a clearer understanding of the effects of decoration operations under the innovative model. The organizer specially invited the operation center and franchisees to the stage to share their business experience.
Li Jing, Chairman of Henan Operation Center
“123 days, we visited 18 prefecture-level cities, 106 counties and cities, and 1,870 decoration companies in Henan Province, and ended the first round of research on the home decoration market in Henan Province. Dongpeng’s unique integrationThe decoration model has been recognized by the majority of the market. Most of the interviewed decoration companies recognized Dongpeng's model of home furnishing decoration. More than 30 companies have signed contracts, and all of them have begun to carry out store construction work in an orderly manner. Currently, the Henan Operation Center’s warehouse of over 4,000 square meters and office area of 860 square meters is about to be renovated and put into use!
General Manager of Space Model Decoration Chen Gang
"I have been engaged in decoration for 20 years. Before joining Dongpeng, I was ranked among the best in Taizhou Decoration Company. However, I still encountered many difficulties in the industry changes in recent years. There was a huge loss of personnel; there was a serious lack of revenue, profit and investment. Matching; it is difficult to receive orders, and the success rate of negotiating orders is low; when cooperating with local material suppliers, there is no guarantee in terms of competitiveness, quality, installation, service, cost-effectiveness, etc., and the cooperative relationship is very uncertain and very passive.
After joining Dongpeng Home Decoration, the company has improved in many aspects. A strong brand effect helps attract customers and makes it easier to recruit and retain people; a 47-year-old large enterprise with a mature operating system and better understanding of management, supply chain and marketing; complete categories to meet customers with different needs Group; one-stop factory, higher cost performance, more guaranteed quality, and more stable and reliable cooperative relationship. They are confident that Dongpeng Home Decoration will become the number one local decoration brand in Taizhou in 2020!
Huizhou franchisee-Xinjuyuan Decoration General Manager Gao Yu
As a franchisee representative born in the 1990s, he felt that consumers’ consumption habits were gradually changing, and the traditional half-package model that he originally operated had become difficult. In order to seek a breakthrough, he chose to join hands with Dongpeng Home Decoration to rebuild a 700-square-meter Storefront, create a new look for decoration. Subsequently, by converting half-package owners, executing the Double Eleven event at the headquarters, launching urban advertisements and other multi-channel actions, the number of orders signed increased by 59% compared to the same period in 2018, and the output value increased by as much as 97% compared to the same period in 2018!
Yanling Franchisee-He Zhiwei, Chairman of Huachun Home Decoration Station
"I have worked as a driver, a security guard, a carpenter, and a chef. I also like to dream, but I prefer to realize my dreams!" This is what He Zhiwei, chairman of the Yanling franchisee-Huachun Home Decoration Station, asked to attend the meeting. The most impressive sentence of the staff member is that in the face of market changes, he realized the importance of brand.
After multiple comparisons and screenings, we finally selected DongPeng renovated his home and made up his mind to demolish and renovate the showroom that had just been renovated for a year. After 30 days of decoration, 10 days and 10 nights of practical training and drills, and 16 days of opening promotions, 21 orders were finally signed, with an unit value of over 2.7 million, the average unit value was over 150,000, and the process collection was over 900,000! At this point, he is extremely convinced that joining Dongpeng Home Decoration was the right choice! And set a goal for 2020 to double overall sales!
Ten years ago, Dongpeng Chairman He Xinming proposed the big home strategy of "from selling single products, to selling space, to selling overall home solutions", and successively laid out ceramic tiles, sanitary ware, bathroom cabinets, hardware, and coatings. , auxiliary materials, wall panels and other products, focusing on cultivating a professional team for decoration. In his concluding speech of this meeting, he gave an in-depth analysis of "why Dongpeng is renovating and how it will do it in the future."
【Why does Dongpeng do renovation】
Dongpeng continues to explore in decoration, and firmly believes that decoration is the future development direction of Pan Home Furnishing, and is full of confidence.
The reason is that, on the one hand, consumers’ consumption patterns are undergoing tremendous changes. Since last year, traditional channels, professional markets, and retail sales have declined significantly. It is understood that the average decline has reached 30%, mainly because consumption patterns are changing. This situation cannot be changed, especially those born in the 1980s and 1990s have completely different consumption concepts from the older generation. They want things to be simpler, faster and more convenient. In this general environment, the prices of general home furnishing materials have become more and more transparent, making the traditional business model of home decoration materials unsustainable in the past, and forcing ceramic enterprises to transform and upgrade and use new models to cope with it. This is the main reason why Dongpeng promotes renovation, and it is also the general trend. Therefore, it is imperative for the entire home furnishing industry, including home improvement material dealers. For Dongpeng, going from a single category in the past to a full category today is a major transformation and upgrade, and it is also a major change in the face of consumer demand.
On the other hand, retail, which used to rely on traditional channels, needs to transform into multi-category three-dimensional channels. That is to say, the marketing model in terms of decoration, home decoration, designers, fine decoration, etc. needs to be changed. Although this kind of change is difficult, it is precisely because of the difficulty that we have more opportunities.
【How to do Dongpeng decoration】
For Dongpeng, decoration is a severe challenge. in the pastDongpeng produces single categories through traditional channels. Nowadays, decoration is more complicated. Faced with dozens of standards and hundreds of categories, how to meet the needs of decoration companies and solve their pain points? This is the problem Dongpeng faces. Therefore, in the future, Dongpeng needs to do three things well and create three major advantages.
First, build a designer brand and become a high-end design optimization manufacturer. Only in this way can we seize the initiative in the whole package, including products, prices, and delivery.
Second, we must create value for customers. A brand must have its own positioning, be differentiated and unique, and meet the needs of consumers. Therefore, Dongpeng starts from healthy home and smart home to give more added value to the products.
Third, we must build a high-quality supply chain. It is not simply about bringing all the materials together, but about high efficiency, low cost, and timely delivery. The entire process is simple, optimized, and fast. More importantly, it is the cooperation between categories. Timely delivery minimizes the assembly time, saving time and labor costs for the decoration company. Although it is difficult to do, I think it is feasible as long as it is systematic and standardized.
【Future competitive situation】
The competition in the future will be the competition of the entire supply chain, and will no longer be the competition between categories. The whole package is multi-category, which requires all enterprises in the supply chain to cooperate sincerely and develop as a team. More importantly, in the initial stage, pay more and talk less about gains. Because what we need is not the current harvest, but the future harvest. By building a stable and fixed partnership and walking the most difficult road together, we can reach the other side.
Healthy renovation 2020 grand launch
Sign the Health Commitment
Finally, Tang Ren, a well-known strategic expert in the pan-home decoration industry, He Xinming, chairman of Dongpeng Holdings, Gong Zhiyun, president of Dongpeng Holdings, Liang Huicai, general manager of Dongpeng Home Decoration, Shi Chenxiang, chairman of AIA Integrated Ceiling, and general manager of Germany Dufang Paint Guo Jiangshan, Schneemann Home CEO Huang Weiguo, Badis New Building Materials Chairman Long Guosheng, Saint Paul Door Industry Chairman and President Wu Guohong, Toshiba Air Conditioning Nanzhi Environment Chairman Wang Hanwu, Huitailong Technology CEO Xu Zhenzhong, Gao De Company Chairman Zhuang Dayu and other guests participated in the launch ceremony of Healthy Renovation 2020 and jointly signed the "Healthy Renovation Commitment", advocating to provide users with a green, environmentally friendly and healthy home life, and making suggestions for their own enterprisesHigher requirements and responsibilities!
So far, New Model·Big Future | 2020 Strategic Cooperation and Healthy Decoration Conference was a complete success. The heads of decoration companies who attended the conference all praised Dongpeng Decoration Home Furnishing’s responsibility and overall view. Nearly 100 decoration companies were present. They believe that such a decoration brand can stand higher and see further, and they all expressed that they want to have a deeper understanding of the franchise issues, strive to complete the transformation and breakthrough in 2020, and win their own decoration future! Dongpeng Home Decoration will definitely live up to the trust of its cooperating units and consumers, work together to create higher standards in the decoration industry, and jointly shoulder more social responsibilities!
(This article is provided by the enterprise)
