Foshan's home furnishing industry is on the "pan-home cross-border alliance" marketing model

Foshan's popular cross-border alliance marketing "one-stop" shopping concept has completely activated the "pan-home" body, and major enterprises have gradually embarked on the benign development track of "pan-home". Throughout this year's home furnishing industry, whether it is building materials dealers or major supermarkets, in the face of strict real estate policy regulation, but also face the pressure of rising raw material prices. Under the influence of many factors, many companies in the home market have adopted the marketing model of “cross-border alliance”, sharing information and channels, coordinating the preferential products of different products and brands, and then pushing them in the form of alliances. The market, unified propaganda, unified activities, unified discounts, use the power of “carrying the group” to counter the impact of the market, thus making each member company more competitive. Model innovation: The new consumption trend calls for Foshan's well-established home industry chain, Shiwan's ceramics, sanitary ware, Shunde's home appliances, furniture, paint, and high-tech hardware accessories. Consumers have turned from focusing on product features to focusing on spatial collocation in the past, and are striving for peace of mind. This has allowed major home furnishing companies and stores to do their best in marketing models. The reporter recently visited the home market in Foshan, and found that the marketing methods of ceramics, sanitary ware enterprises and furniture and home improvement enterprises are now very common. According to a survey by the reporter, Dongpeng Ceramics and Siemens Home Appliances have recently reached a cross-border cooperation agreement. The two sides will cooperate in channels, technology, design and management. Last month, Shunde A8 Building Materials Alliance was established, bringing together Daikin Air Conditioning and San Eight brands such as flooring, Jinyi ceramics, and Fleming lamps. Other privately-owned companies have also sought cooperation opportunities with “pan-home” companies to meet the needs of consumers and provide more convenient services. Gao Hongbin, deputy secretary-general of the Foshan Family Association, said: "At present, the home improvement industry has entered the overall home age. It is necessary to coordinate the design styles of kitchen, bathroom, floor, furniture and other factors according to the needs of consumers. Services. Cooperation in various industries such as ceramics, furniture, home appliances, lighting, etc. will be more and more in the future.” Core appeal: To achieve the effect of 1+1>2, the alliance enterprises can form a joint force and carry out all-round work. Huang Jianmin, one of the leaders of the A8 Alliance, said: "The "Building Materials Alliance" will bring together some high-quality brands to help customers choose the previous tiles, flooring, bathroom products and later furniture products, and will be organized by alliance members. Renovation can save time for customers and avoid problems in the decoration process. Second, alliance companies can share resources and integrate and improve. Shu Yong, director of furniture marketing of Valenty Shi said: "Consolidation of resources needs to be considered The following questions: What are the decentralized resources that can be integrated and utilized? Where is the use and best use? Where are the common values ​​and associated points? Is the opportunity for restructuring and distribution mature, and can it create opportunities for restructuring? Then evaluate the utility and value of the integration, sort out the missing resources and supplement the resources. "If the resources can be properly integrated, the effect will inevitably outweigh the simple brand superposition effect. Third, in the promotion, the alliance mode can achieve the maximum effect of resources. At present, most of the households in Foshan are small and medium-sized enterprises. Limited by the size of the capital, it is difficult to carry out some super-large-scale publicity activities. A company that invests 200,000 yuan a year in advertising costs may not have the best publicity role. But if everyone joins together and engages in activities together, It is easy to get twice the result with half the effort. If an alliance can unite to hundreds or even thousands of companies, its social influence will not be underestimated. Resource integration: large and comprehensive, large and specialized "pan-home", As the name implies, it is a collection of companies and product types related to home life. It is “big and comprehensive.” It is accepted by more and more manufacturers and consumers at this stage, mainly because of “one-stop shopping”. The inevitable demand exists. However, the “Pan Home Furnishing Cross-border Alliance” is not a simple home business hodgepodge. It has a premise, that is, specialization. If there is no basis for specialization, the concept of "pan-home" will not have much vitality. In other words, "pan-home" is not only large but also large, but also large and specialized. Just like Shunde TOPV bathroom general manager Lu Ruiwei said: "Different companies must do their own expertise, because only each individual company can do its own products, and then integrate the alliance to form a mutually complementary advantage, so that the alliance can have long-term development. Vitality, in order to enable consumers to get better service. In addition, industry insiders said that in the future, the home industry will integrate resources based on the concept of “whole home” and expand and upgrade the original stores. In addition to furniture, building materials and accessories, it may even Introducing recreational and entertainment projects to drive the consumption power of the entire industry. At that time, competition will become a competition between various industrial chains, not just between enterprises and enterprises.

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