The multi-billion-dollar decoration market is full of waves and changes, and it is a river and lake that is unremarkable and unfathomable. In addition, there have been home Depot, B&Q West Wind East to kill the Quartet; inside, South has a privately-owned Hongxing Meikailong sprinting in Changzhou, Jiangsu Province, and there is a state-owned enterprise in the north to bring the capital of the capital to the south of the Central Plains; On the murderous table of building materials and home stores, in addition to the Red Star and the two major ally, there are such other tyrants as Chongqing Jianmart, Changsha Wanjiali, Chengdu Fusen, Yuexing Home, Xiyingmen, etc. Become a "local tyrant".

In the battle of the jungle that has been on the table for more than ten years on the table of building materials and home stores, there is no emotion and sigh, no feelings and sorrow, and some are just swords and swords, all the way forward. At this moment, looking back at the "post-2013 era" of this table, the building materials home store is really a sorrowful sorrow.

Non-stop sorrow

Help brands to attract consumers to decline. The core value of traditional building materials and home stores in the entire industrial system is that the agglomeration effect after integrating many brands can bring consumers to individual brands. In recent years, such as designers, community promotion, bargaining, third-party brand alliances (such as Super wrists, etc.) The rise of sales channels outside the store, relying solely on the natural flow of stores, accounted for the percentage of the overall signing has been declining year by year, this building materials home store because of the first-hand data should be aware of this. This means that the loss of the core value of the traditional building materials home market in the industrial system is a very fatal problem.

Horizontal comparison of mature markets in Europe and the United States, it seems that "high-end, atmospheric, high-grade" many building materials home stores are just "bubbles". The discussion on the foam of building materials and home stores mainly has these dimensions: Is the building of a single brand of building materials and homes too much in the country? Are some single stores not big or not? Are the building materials and home stores in some cities too? too much?

The specific evaluation indicators of the benevolent see the wise and see the wisdom. Mature markets in Europe and America have not seen such a large amount of building materials and home stores. Of course, today's Europe and the United States may not necessarily be China's tomorrow, but this consideration can give us a dimension to consider this issue. If China is now decorating most of the building materials, it is luxurious. The store is only the product of China's overall conspicuous consumption. Now, many building materials and home stores are just a false bubble. It should be a credible conclusion.

All companies are or will be Internet companies. When we watched a movie like "The Hacker Empire" more than a decade ago, the biggest feeling should be that Keanu Reeves is really handsome or the writer is too imaginative. The question is: What is the feeling now?

Looking at this article, let's make a simple game. If there are no surprises, more than 99% of readers should be able to find their own mobile phone within one meter of their own, then the question is: what has been in the past year or someone who is in you almost 24 hours a day Within one meter square?

The answer is only one: mobile phone

Ok, now ask the second and third questions: How much time do you spend on your mobile phone every day? What do mobile phones do for you? I will not try to give answers to these two questions, pro, yourself Let's get to know it! Back to the topic of the movie, now the mobile phone in your hand is the socket behind the human brain in the old movie "The Hacker Empire" more than ten years ago. The mobile phone lets us know that the colleague sitting next to you ate last night. What, let us see Obama on the other side of the globe squatting and calling - the mobile phone has become the entrance to the world, you can't go without a mobile phone. Ok, don't look at the phone on the table and feel the coolness of the back of the head. This is the reality. In an era when pigs are strong, we must also choose to bear strong.

In an era when all people are or will be ruled by the mobile Internet, all companies are or will be Internet companies.

O2O is a business model that can bring great changes to traditional building materials and home stores. We don't need to be entangled in the accurate definition of O2O. It is a matter for scholars in the study. Hunters running in the jungle just need to understand one point: O2O model The next consumer comes from the Internet, and no longer comes from the so-called "lots" that building materials home stores are proud of.

The advantages of commercial real estate “location” are being eliminated. If you haven’t had a cold back, just “cool” it!

Horizontal comparison of organizational development of building materials and furniture dealers. As far as the development of dealer organizations is concerned, the development of furniture dealers must lead building materials dealers for five to ten years. From this we can easily compare the significant characteristics of furniture dealers relative to building materials dealers. There are many super dealers of many brands (for example, there are more than 40,000 square meters of independent stores in Tangshan, Hebei, and 88 brands of super furniture dealers). These super dealers are also in the traditional building materials home because of the huge rental area. In the negotiations of the store, it is in a dominant position, or it is turning to open an independent store. In short, it is in a strong position in negotiations with traditional building materials and home stores. The proportion of super distributors in building materials dealers is also increasing, which means that the advantages of traditional building materials home stores relative to individual dealers due to the scale of potential energy will be further resolved in the future.

Those commercial real estate giants and vertical retailers. Let me talk about the commercial real estate boss Wanda. No matter how loud Wang Jianlin is when he faces Ma Yun, he can't deny that he believes that the core of the future of commercial real estate is because traditional commercial real estate can continue to provide products such as ear, fitness, and eating, including intangible services. So what are the tangible products with a very low proportion of intangible services or not at all? Wang did not say, but we have seen that Wanda has transformed into a culture plus a generalized leisure real estate company in a certain sense.

Let me talk about the home appliance vertical retailer Suning.

Suning’s story is enough. Use Suning to buy the life of Suning Appliance, and then give the company a nice name: Suning Yunshang. Immediately after the author wrote this article, Suning Yunshang invested in PPTV with Hony. You are a seller of electricity investment PPTV, this is the god horse road? Pro, this is the way of the Internet. What is the path of traditional building materials and home stores?

Where can I get the wind again?

The author is not a practitioner of building materials and home stores, but also knows that it is difficult to know. Therefore, here is just a matter of ignorance.

Provide the value of a converged consumer. Any form of organization must provide unique value in the ecosystem to exist and develop. The core value provided by traditional building materials and home stores is to aggregate consumers, and in the case of a major change in the way consumers are aggregated On-demand solutions to find new aggregate consumers can continue to exist in this ecosystem and have certain dominance. This is a bit like the current Chinese Internet industry, Ali shares Sina Weibo, Tencent push WeChat, Soso and Sogou merger, the essence of the competition is to compete for the future of the mobile Internet portal, and the "dongdong" that can aggregate consumers is the consumer entrance of the building materials and home furnishing industry, building materials and home stores need to find and occupy that "eastern."

From the "product era" to the "brand era." To be honest, the author does not know the essential difference between the brand's building materials and home stores in terms of brand value and even consumer experience. I think consumers should not know. In addition to providing a brand and product channel, the current building materials and home furnishing stores provide consumers with value-added services. For example, we cannot feel the value of high-end department store brands, nor can we appreciate the unique “emptiness” of MUJI. The brand concept, then there is no essential difference between buying here and buying elsewhere, so the traditional building materials home store is watching Hunan Satellite TV's "Where is Dad?" while lamenting "Where is the consumer?" Classic product marketing theory: traditional building materials home stores themselves need to move from the "product era" to the "brand era."

Improvement or revolution? This year, I have heard an extremely impressive lecture. The lecturer went to Japan last year to visit a former CEO of a giant company that is in a period of long recession and talk about how to save the company in the digital age. The former CEO said that the company has not been saved. The DNA and core culture of its company have not supported its development in the digital age. All efforts can only make it live for several years. This is a negative listener. Thinking about it is a revolutionary thinking that is reinvented, not an improved one. Some things must be reinstated at some point. As mentioned above, Suning is undergoing a painful self-revolution. It is also a revolutionary thinking that Nokia chooses to sell instead of choosing a touch-screen machine tactic and Apple and Samsung. Otherwise, what is the significance of staying tragic?

Does traditional building materials and home stores need improvement or revolution? From the perspective of revolution, there are two dimensions:

1. From landlord to operator

Building materials and home stores must be truly refreshed to provide value-added services that the company can't provide itself. Instead of watching the brand alliances, they are doing a lot of work on their side, and it will take a long time, but this is OK. One of the most embarrassing questions is: Has the organization that has been collecting and selling good days for many years has the ability and ambition to fight the rivers and lakes?

2. From giving the block to the system

Why is Nokia not doing Apple? I personally think that the important point is that Apple is not a mobile phone against Nokia, but a system including Apple’s operating system, Internet applications, and the brand value brought by the legendary life of the Lord. It is the victory of the system for the single product. In terms of product design ideas, this is also the triumph of art to design, the triumph of philosophy (zen) to science, and the victory of democracy to class.

Now, the traditional building materials and home furnishing market does not give the occupants a piece of light. Of course, there are some support such as advertising and activities, but it is far from the content required by the "system", perhaps building materials, home stores Can be upgraded to a resident system. Of course, what is this "system" specifically? This is a grand revolutionary topic, which is beyond the scope of this article.

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