What changes have the home industry ushered in in the post-transition era?

In recent years, the market environment has undergone great changes. The era of glory in the past is gone forever, and the home industry is welcoming the “transformation” period. It is worth noting that most of the enterprises at this stage are mainly focused on the transformation of products and are in the primary price segment of the transition period. Until recently, the “post-transformation era” of the home industry has really come. “post-transformation” of product decline

The reason why it is called the “post-transition era” is that this “post” is related to the transition of the life cycle of such products from the mature period to the last stage of the recession. According to the product life cycle theory, usually a product will have a life of 3 to 5 years. From the beginning of entering the market to being eliminated by the market, it will go through four stages, namely, formation, growth, maturity, and recession. The supply and demand relationship in the market is closely linked.

In the 1980s, the trend of the era of reform and opening up made a batch of enterprises rise to the ground, and the supply of the home market was less than demand. At this time, the products were in the growth stage. With huge market demand, everything can be sold well, which makes the company “red-eyed” and expand production without stopping. Until the 1990s, when the market supply gradually exceeded the warning line of demand, the company occupied the market share by doing scale and price wars. The market was saturated and the production capacity was slowly overdone. After 2007, the supply and demand imbalance, supply exceeds demand, the home industry quickly moved from the high-speed development stage, the good times no longer, began to face the "post-transformation" of product decline period.

Home enterprises in the post-transition era need to find a direction for development

In the “post-transformation era”, the market supply exceeds demand, and the focus of the industry has always focused on the issue of capacity. In an ideal state, by eliminating excess capacity, the market can achieve a balance between supply and demand. According to the long tail theory, the industry will enter the “long tail market”, which can also be called “niche market”. In the "long tail market", the balance between supply and demand, the industry will be serious bad winds, put an end to profiteering behavior, and generally show a healthy development. In order for a company to make a profit, it must pass the process of adding value-added products. In other words, in the process of “post-transformation”, finding the right positioning, concentrating on adding value-added products, and creating product and service advantages will be effective measures for enterprise transformation, because this is catering to the future development needs of the market. Of course, the transition from oversupply to supply and demand will be in vain, the market will be volatile, and it will be difficult for people to determine its end time.

The transition from product to internet thinking

"Post-transformation" also shows that the transformation is no longer limited to the scope of products. With the in-depth development of the Internet industry, the transformation of the home industry has gradually moved closer to the Internet. The so-called Internet thinking is a way of thinking about re-examining the market, users, products, enterprise value chains and even the entire business ecosystem in the context of the continuous development of (mobile) Internet +, big data, cloud computing and other technologies. For the real industry, Internet thinking is a tool to transform the traditional model. The home industry uses this tool to redefine and transform production, sales, operations, and channels by further digging into relationships with users.

Looking back at the changing course of China's home sales model, the emergence of the Internet has profoundly changed the sales model of the home industry. As early as the 1960s and 1970s, due to the backward living standards of the residents, the market mainly focused on handmade home-made furniture. After the reform and opening up, the emergence of the market economy, the home sales show a "front shop and back factory" way, that is, the front of the workshop as a store to sell home, followed by the processing of the venue. In the 1980s, department stores also began to have a home business department, and home sales gradually had a special place. In the late 1990s and early 20th century, with the rise of commercial housing, home brands and styles gradually enriched, and the large-scale home store model began to rise. During the period, the home store experienced the evolution of “big stalls” to “shops in the store”. Formally entering the 21st century, the wave of the Internet has brought about earth-shaking changes in the home furnishing industry. Since then, the O2O era, which is a combination of online and offline, has officially arrived, and the home furnishing industry has opened a new sales model. In addition, most of the companies used to believe in the “one leg” way of walking in the factory production and sales. Nowadays, Internet thinking has inspired many companies to try “multi-legged” walking. In addition to traditional home stores, independent stores, experience stores, etc. The emergence of the way has led many companies to taste the sweetness, and the home industry has developed in a diversified pattern.

On the node of whether or not to transform, the enterprise can be said to be a transformation to find death, not to wait for death, whether you embrace the Internet or walk on multiple legs, it is a powerful measure for you to actively change, when you smoothly transition to the product recession period The post-transformation phase, presumably will be another new scene, but this is a long process, and the last thing that can be left is the winner.

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