Modern decoration concept

Light decoration and heavy decoration have become the dominant new concept of modern decoration, which can not be ignored. With the improvement of living standards, people's spending on personalized room decoration has greatly increased; The key to personalized room decoration is through soft decoration, so home soft decoration has quickly become a new fashion. "Light decoration, heavy decoration" has become the dominant concept of modern home layout. Advocate simple basic decoration and pay attention to display and decoration, that is, reduce the use of hard decoration and increase the consumption of soft decoration. The change of consumers' concept has made the home retail industry, which has always paid attention to hard decoration sales, worse, but it has also brought new development opportunities.

However, traditional home stores have always only paid attention to the sales of hard decoration, among which there are few varieties of soft decoration. At present, there are only a few soft-packed shops in the market, and there are even fewer soft-packed home stores that really sell personalized products and operate on a large scale. Therefore, experts in the industry remind that there is a huge commercial development space in the field of soft decoration in home stores. If we can make a breakthrough in this field first, it will bring a brand-new profit growth point to the enterprise.

Faced with subtle changes in the market, many domestic home stores are still waiting to see; However, foreign home retail giants with a keen sense of smell have seized the market opportunity. B&Q (see photo), which has always focused on hard decoration sales, first announced its entry into the soft clothing market, and on the basis of joint strong suppliers, increased the proportion of soft clothing in the sales area of its stores to 50%, while the original proportion of soft clothing in the total area of its stores was less than 20%; Ikea (see photo), as the boss of decoration industry, adheres to the concept of self-design and increases the proportion of soft-mounted products; Teleroom, a home furnishing giant in Taiwan Province Province, takes consumers' DIY of family soft clothes as a selling point, and has made great expansion in the whole country.

Soft clothing has created new development opportunities for home stores, but it also makes home stores face brand-new challenges.

The challenge of management

If hard decoration makes our home have the necessary practical functions, then soft decoration is more about showing the personality and style of the owner. With the improvement of living standards, people's demand for home is more reflected in the pursuit of personality and style. Only soft clothes can meet this market demand well. Because it not only involves daily household items such as sofas, curtains, carpets, lamps, quilts and sheets, but also breaks the traditional definition of home decoration, including handicrafts, collectibles, furnishings and even home plants.

Due to the particularity of soft clothes, home stores are facing a series of challenges in their operation, which are mainly reflected in the following aspects:

First of all, the location of the store

Does the new home store only provide one-stop soft shopping or both "soft" and "hard" decoration? If there are both "soft" and "hard", how should they be matched? Where to go, home stores will face different positioning challenges.

Second, the challenge of commodity types.

Because soft packaging involves a variety of goods and materials, both commodity management and operating costs will face different challenges. In addition, all kinds of articles, taking into account factors such as color and shape, will be a big challenge for home stores in the layout of soft-packed stores.

Thirdly, soft clothing will greatly improve the professional quality of managers and service personnel in home stores, and how to recruit or train such talents will also be a major problem faced by soft clothing home stores.

The Challenge of Product Design Innovation

Compared with hard decoration, soft decoration is cheaper, has high frequency of repeated purchases, and has the characteristics of fashion and novelty, so its product life cycle is shorter.

Only by constantly bringing forth the old and bringing forth the new and leading the trend can soft clothing ensure a long-term market share, otherwise it may soon be replaced by other stores. Therefore, the soft-packed home stores will face the severe challenge of product design innovation. The reality is: due to the low entry threshold of the industry, most home stores are not strong, and there is no scale benefit, let alone product innovation ability; In addition, there is a serious shortage of domestic home designers. Take Guangdong Province as an example. There are nearly 10,000 home furnishing manufacturers and thousands of home furnishing stores in China, but there are less than 1000 trained designers. The serious lack of design talents makes it impossible to talk about product innovation in home stores.

There is also a headache that has to be mentioned: although some home hypermarkets may have more design talents and can use more energy and financial resources to make product design innovations, they are discouraged by the prevailing plagiarism in the industry. Because no one wants to see the situation that the products they designed have not been listed in large quantities, but the copied products are sold out of stock. With the prevalence of plagiarism in the industry, which store is willing to spend huge manpower and material resources to design its own innovation in order to "give others a dowry"?

The challenge of selecting suppliers

Although soft-fitting has brought infinite business opportunities to home stores, it has also narrowed the range of suppliers in home stores, which is determined by the characteristics of soft-fitting products.

Soft decorative home stores not only require suppliers to meet the original requirements in product quality and supply capacity, but also pay more attention to the design innovation and brand awareness of suppliers. In this regard, B&Q chooses to cooperate with powerful suppliers, such as introducing soft-fitting designers to open soft-fitting living quarters in the form of "shops in shops" and cooperating with Disney to develop Disney brand homes; However, IKEA insists on independent product design, and suppliers can not only make brands, but also meet the requirements of IKEA.

Although it is "you have a good plan, I will cross the ladder", soft-packed home stores will face different challenges in selection and control for suppliers.

Indeed, the challenges faced by China home stores in product design innovation should not be underestimated, and there is a long way to go. But from another point of view, the strict selection of suppliers in home stores will contribute to the upgrading of China's home industry, and some excellent home manufacturers can make greater progress through the channels of home stores, so this may not be a good thing for the home production industry. This article comes from: U88 () detailed source reference:/zx/jiazhuangredian/1400673.htm.