The money in the store is too late to make money, do the furniture online store or wait.

The "2017 Home Improvement Industry Online Shopping Consumption Trend Report" jointly published by Jingdong Data Research Institute and Nandu Consumer Research Institute (hereinafter referred to as "Trend Report") shows that online shopping has become an important purchase channel for home improvement, and all indicators reflect The staged characteristics of the transition from emerging markets to mature markets;

Benefiting from the consumption upgrade, users' requirements for big brands and service experiences are also increasing. For the current home improvement users, the factors of big name, intelligence, customization, environmental protection and quality are all indispensable, because for this group of people In terms of choosing a personalized and quality home product, it has long been equated with “pleasuring” yourself.

On the other hand, the furniture industry does not consider the amount of exports, the annual output value is about 900 billion yuan, and grows by 8 to 9 percentage points per year, so even if Jingdong said, the market breaks 100 billion, offline The channel is still the mainstream. Even if all the Internet platforms in China, such as Taobao and Jingdong, are added together, the offline channels still account for more than 80% of the total.

Therefore, in the face of the hot online market, furniture dealers and furniture companies should remain calm, envious, unsatisfied, and follow the wind will have great risks. Product quality is the root of consumption upgrade, and it is also the basis for determining the future fate of the company.

What are the signals for online channels that deserve our attention?

1, North Shangguang leads the fashion trend

Since 2013, the Internet home improvement industry represented by Jingdong has ushered in rapid development, and various data has exploded. From 2013 to 2016, the compound annual growth rate exceeded 100%.

Despite the country's corresponding regulatory policies, property prices in first-tier cities are still firm and relatively resistant. The first-tier cities led by Beishangguang did not accidentally occupy the forefront of the consumption of home furnishings. Second-tier cities are headed by Tianjin, Chengdu, Wuxi and Suzhou. The amount of consumption in third-tier cities is most prominent in Hefei.

According to the "Trend Report", users of Beishangguang mainly spend money on high-quality home improvement products, and are more willing to spend on health and environmental protection products, while low-grade cities consume more in the "hardware" field such as furniture and building materials. high.

As far as the region is concerned, in the consumption of Internet home furnishings, East China, North China, and South China have become the top three regions in terms of consumption, and the gap between consumption in Central China and Southwest China is not closely followed.

2, the strong rise of women's consumption has a quality and value of the home favored

It is worth noting that with the development of the times, the traditional stereotypes of the home improvement industry are long gone, and women have gradually become the main force in making consumer decisions. “She is economic” is on the rise.

In the traditional impression, the home tossing home improvement should be after the man ran before running. However, the Trend Report shows that in 2013-2016, the number of female users has increased year by year in terms of the number of users;

In terms of the proportion, the proportion of women has increased year by year. In fact, not only in the rise of home furnishings, but also in the entire Jingdong platform, female consumption has grown rapidly.

When female users consume, most of the evaluations of the products are concentrated on keywords such as "good color," "beautiful pattern," and "very beautiful." Of course, "good quality" and "economical and practical" are also among the best. At the same time, they also pay attention to the feelings of family members, refer to the opinions of family members, such as "husband likes", showing a strong sense of family belonging.

It is a matter of two people to create a comfortable and beautiful family. Therefore, no matter the rising decision-making power of women or the preference of men for kitchen appliances, consumers can see the painstaking efforts of this warm harbor.

3, a new generation of users pay attention to comfort, buy and buy only to "please" themselves

In addition to the rise of women's power, from the perspective of age, the structure of the consumer group of home furnishings is also undergoing profound changes. After entering the workplace in 1990, it began to live independently, and the willingness to consume began to be released. After 80, it became the backbone of society, and the income and consumption levels gradually increased. They have become the main force in Internet home furnishings consumption.

For this group of people, they grew up in the Internet era, accepted innovative things, and began to form families. Their pursuit of novelty and consumption are far more than the previous generation. The only purpose they buy and buy is to create one that can make themselves or The whole family lives in a more comfortable living environment. Therefore, choosing quality home products is equivalent to “pleasuring” them.

Taking smart home products as an example, starting from smart toilets, it has moved from single product intelligence to full intelligence. Fingerprint locks, garbage processors, smart toilet covers, etc. are becoming new hotspots for sale; easy to use, economical and practical, safe and secure, appearance Beautiful, very intelligent, good brand, believe in brand, big brand, feel good, switch is very good has become the top ten keywords for user evaluation.

4. Quality and personalization are emerging.

According to the Trend Report, the entire home improvement industry is showing a trend of quality and personalized consumption under the tide of consumption upgrade. In the five years from 2013 to 2017, the number of brands in the main categories of home improvement (kitchenware, home textiles, household daily use, furniture, decoration services, home improvement building materials, etc.) has been increasing year by year.

From the point of view of the sales amount, the concentration of the TOP50 brands of various categories has increased, indicating that consumers are beginning to focus on brand and quality. For example, the international brands of kitchenware products have experienced rapid growth. In the first half of 2017, the proportion of international brand sales has exceeded 57%, of which WMF has increased by 131% year-on-year, and Contigo has increased by more than 200%. In addition, high-end silk Tencel has been sold year-on-year. Last year, the growth rate was 115%, and the sales of latex pillows increased by 261% compared with last year.

5, environmentally friendly and simple consumption has gradually become mainstream or into the future industry trend

With the improvement of consumers' living standards and concepts, people pay more and more attention to the safety and environmental protection of the home environment. Big data shows that at present, consumers are generally considering quality and safety when considering the purchase of home improvement products. After all, the home environment is closely related to people's health.

The "Trend Report" released this time refers to the fact that in the home furnishings category from 2016 to 2017, consumers' search for keywords such as "environmental protection", "simple" and "health" has increased significantly. Home textiles, furniture, decoration services and home improvement building materials of the same type of environmentally friendly materials have exploded. The minimalist style of home textiles, household daily use, furniture, decoration services and home improvement building materials have also risen sharply.

More than 80% of sales are online, and the money in the store is too late to earn

Taking the upstream raw material enterprises of furniture coatings as an example, Longli has released the first half of 2017 report. During the reporting period, it achieved operating income of 4.96 billion yuan, a year-on-year increase of 282%; net profit of returning to the mother was 1.31 billion yuan, a year-on-year increase of 1742.3%. . At the same time, the company expects to achieve a net profit margin of 1.8-1.9 billion yuan from January to September, with a year-on-year growth forecast of 1406.5%-1490.2%.

In the first half of the three-year fee, only the management expenses increased significantly due to the substantial increase in technology development expenses. The sales expense ratio and the financial expense ratio all decreased, driving the company's operating profit to increase substantially.

In the storm of environmental protection and rising prices of raw materials, many small and medium-sized enterprises can't stand the pressure to be shut down or fall down. However, some enterprises have completed upgrading and transformation, but their performance has experienced explosive growth, so the space for offline enterprises to grow up. In the current environment, it is very large, provided that you complete the upgrade and meet the requirements of environmental protection policies.

Through the above analysis, we know that the offline furniture market accounts for more than 80%, so there is no need to feel the growth of the online market, which will bring impact to the offline.

Because the special attributes of furniture products, such as durable goods, large size, and the degree of matching with living space, etc. determine the physical experience is very important.

Under the trend of consumption upgrading and channel diversification, furniture people must endure loneliness, and continuously improve product quality and build brand culture is the focus of our current needs.