Is the digital inflection point of furniture with direct fire live broadcasting of epidemic situation reached?

April 1, 2020 China Cabinet network

2020In, with the rapid development of home digitalization, many home enterprises are competing for live broadcast, and marketing methods emerge in endlessly, which leads people to guess: is home digitalization entering the turning point?Industry insiders pointed out that the realization of digitalization in home furnishing enterprises is not only the digitalization of marketing, but also the multi-channel barrier of production and service, and the full link digitalization from marketing to production and service.

Marketing digital hot

The epidemic directly brought a fire to the live broadcast of home furnishings, and a series of cases called marketing digital model were presented in the home furnishing circle.

3On February 1 and 2, the first live broadcast of Musi, a high-end sleep brand, attracted more than 5.5 million viewers to watch online, with 103348 orders nationwide; on February 19, Qumei home started the first trial broadcast, followed by the same broadcast in six cities, 100 cities, and 300 cities, with more than 400 live broadcasts in 20 days, obtaining more than 60000 orders, and expected sales turnover of more than 400 million yuan; on February 22, customized home furnishing leader ShangThere were 13919 down payments for live broadcast of pinzhai accessories, and it was proposed to make "customized home like taking out with app"; on March 15, more than 100 home brands, such as zihuashi and aiiris, launched live broadcast on Taobao, with 671 live broadcasts in more than 300 stores nationwide, totaling more than 840000 people watching, 16000 new fans and 9118 orders.

Marketing digital hot, whether can be seen as home digital into the turning point of the signal?

In this regard, on the online forum of digital transformation and upgrading, Wang Ning, President of the new retail group, zongruiyuan, chairman of Tata Mumen, Yang Xin, vice president of Europa home furnishing group, Gong Zhiyun, President of Dongpeng holding group, Shi fan, CEO of laiping designer, Dong Yi, head of new retail of tmall home furnishings business department and other industry tycoons have had a fierce ideological collision. It is considered that the turning point is still early, the digital marketing of home furnishing enterprises is still in the original state, and many ways are not mature.

"Now we see a lot of digital marketing is still very extensive, we use a lot of tools to win customers and make a simple and rough live broadcast with a loud voice."Dong Yi believes that enterprise digitalization is not only carried by an IT department or an e-commerce department, but also the digitalization transformation of every capillary, because digitalization transformation includes not only digitalization tools and systems, but also the ability of every employee to use digitalization.

Production digitalization is the key

Marketing digitalization is only to solve the problem of customer acquisition, and production digitalization is the key to home digitalization.

The exploration of some leading enterprises has achieved initial results.Yao Liangsong, chairman of europai home furnishing, a leading enterprise in the customized home furnishing industry, said that after the Spring Festival, enterprises once faced problems such as the difficulty of store designers to meet the needs of consumers and the obstruction of factory production.In order to enable designers of nearly 8000 terminal stores in China to resume work online quickly, Europa applied the remote collaborative design tool of 3D cloud design system, and placed an order through the integrated industrial Internet application of design and production. The daily average order receiving volume of design drawings directly to the factory production system reached 245, accounting for 66.45% of all retail orders, effectively reducing the adverse effects of shutdown and production stoppageRing."The most critical thing is that these digital tools can be used quickly, the traffic is paid according to the results, and the enterprises and stores can control the marketing cost within 5%," said Yao.

But even for large enterprises like Europa, it is very difficult to realize the digitalization of the whole industrial chain from the design end to the marketing end, the manufacturing end, the logistics end and the installation end.

Industry insiders pointed out that the early home customization is based on sales and production, and the whole delivery cycle takes 20-30 days. Dealers are used to placing orders after receiving customers' money, and it's too late to adjust production when it reaches the headquarters.But if the booking information is reflected in the system and the customer's demand in the next two to three months or even three to four months is known, the production direction can be adjusted.

Compared with the custom industry, the digital transformation of ceramic industry has just begun."The ceramic industry is characterized by a large number of 24-hour continuous production and inventory. If the data is not accurate and the forecast is not accurate, it will cause waste and overstock. Therefore, we hope to get through the information and reduce the cost through digitalization."Gong Zhiyun said that at present, Dongpeng Holdings has invested tens of millions of yuan in internal digitalization every year.

Service digitalization needs to catch up

"The home furnishing industry is very special, including design, retail, manufacturing, logistics and installation services. All of these five sectors are digitalized, which is to realize the end-to-end digitalization of the whole chain of the home furnishing industry. Otherwise, there will be a black hole."Dongyi pointed out.Among these five sectors, digital installation service is the most neglected one.

According to zongruiyuan, a bigger problem in customization industry is whether a closed loop can be formed, including services. Therefore, online and digital services are inevitable."Tata wooden door is trying to promote all services online and strive to achieve all next year.As like as two peas in the office, the end users and the city executives, we should see the exact voice of the customers.At the same time, Tata wooden door's online service is also deepening, launching a lot of third-party small programs. "

Zongruiyuan disclosed that recently Tata wooden door is pushing "one person one store online", which is equivalent to 8000 stores opened by 8000 shopping guides. The quality of online stores originally depends on the ability of specific dealers, but the "one person one store online" to be done now will fully test the ability of headquarters."Only through the whole digital link from marketing to production and service, can we truly understand customers, improve customer satisfaction, even guide new trends and create new markets, and enterprises can continue to develop."

In the whole link digitization, the design is also an important part."Digital interactive experience driven by design is an important entry point to realize this link, and also an important link to help many businesses realize digital marketing."Shi Fan said that under the epidemic situation, enterprises should rethink how to transfer their offline capabilities to the online ones. Through online design services, online consumers can also experience the same services as offline ones. "In the past six months, we have created a series of enterprise level products guided by design, including 3D scene shopping guide, 3D studio shooting, design customer service, intelligent design, etc.At the same time, our full range of enterprise level solutions have been fully opened to businesses free of charge during the epidemic. ".

Yang Xin believes that to realize home digitalization, on the one hand, it is necessary to strengthen the digital operation between the enterprise and the dealer system, for example, in the aspect of training, from the point-to-point training with slow efficiency to the online communication with higher efficiency; on the other hand, it is necessary to use digitalization to improve the communication with consumers.

It is not known whether home digitalization has entered the turning point, but there is no doubt that the digital transformation is on the way.

(article source: Beijing business daily, deleted)