體(ti)驗(yan)式消費(fei)、定制(zhi)消費(fei)是(shi)當今市(shi)(shi)場(chang)消費(fei)的(de)新趨勢,無論是(shi)保險、美容(rong)、旅游(you)等(deng)服務業(ye)(ye),還是(shi)首(shou)飾(shi)、禮(li)品等(deng)飾(shi)品行(xing)業(ye)(ye),定制(zhi)消費(fei)廣受(shou)消費(fei)者青睞(lai)。定制(zhi)家具的(de)興起也受(shou)到(dao)了不少投資(zi)商的(de)關注,尤其是(shi)全屋(wu)定制(zhi),由于(yu)單(dan)值大,毛(mao)利高,更成為投資(zi)市(shi)(shi)場(chang)格外(wai)搶(qiang)手(shou)的(de)項目。那么,2017年(nian)的(de)全屋(wu)定制(zhi)市(shi)(shi)場(chang)前(qian)景如何?
全屋定制的優勢
1.全屋定(ding)制是一(yi)項家具(ju)設計及定(ding)制、安裝等服(fu)務為(wei)一(yi)體的(de)家居(ju)定(ding)制解決方案,它在大規模生(sheng)產的(de)基(ji)礎上(shang),根據(ju)消(xiao)費(fei)者(zhe)的(de)設計要求(qiu)來制造的(de)消(xiao)費(fei)者(zhe)的(de)專(zhuan)屬(shu)家居(ju)產品(pin),自然(ran)受(shou)到諸(zhu)多(duo)消(xiao)費(fei)者(zhe)的(de)青睞。
2.在傳統營銷模式下,家居(ju)企業為了追求利(li)潤(run)最大化,通(tong)過大規模生產(chan)(chan)來降低(di)產(chan)(chan)品(pin)成本,一旦市場遭遇稍微不(bu)測,這(zhe)種(zhong)大規模生產(chan)(chan)的(de)家居(ju)產(chan)(chan)品(pin)由于(yu)雷同必然導致滯銷或積壓,造(zao)成資(zi)源浪費。而全屋(wu)定制是根(gen)據消費者定單生產(chan)(chan),幾乎沒有庫(ku)存,加速了資(zi)金(jin)周轉(zhuan)。
3.在(zai)傳統營銷(xiao)模式中,家(jia)(jia)居企業為了占領市場,往(wang)往(wang)通過廣(guang)告(gao)宣傳、專賣(mai)店營業等(deng)方式來(lai)拉動銷(xiao)售,因而成本較高。而全(quan)屋定(ding)制(zhi)只要家(jia)(jia)居質量(liang)可靠、價格合理(li),家(jia)(jia)居產品就(jiu)可以順利銷(xiao)售出去。在(zai)全(quan)屋定(ding)制(zhi)中廠家(jia)(jia)直接面對消費者減(jian)(jian)少了銷(xiao)售環節,也減(jian)(jian)少了各種(zhong)開支。
全屋定制生態營銷
目前國內互聯(lian)(lian)網(wang)行業逐(zhu)漸進入生態(tai)(tai)布局時代,隨著互聯(lian)(lian)網(wang)的發展及普及,各行各業相繼拋出(chu)了(le)生態(tai)(tai)的概念。比如阿里計劃(hua)打造的生態(tai)(tai)帝國,樂視完整(zheng)的娛樂生態(tai)(tai)鏈(lian)計劃(hua)等等。同(tong)樣,全屋定制企業也緊跟(gen)潮(chao)流,有意(yi)向發展生態(tai)(tai)營銷模式。
所謂生態,即系統之內形成可持續良性發展的閉環,視頻從內容生產到終端輸出實現全布局,就是一個完整的生態環境。既制造了終端,又掌控了內容,“技術化”與“藝術化”結合的生態營銷模式在未來營銷領域中,增長潛力無可限量。
由此可見,生態布局已然成為互聯網發展趨勢,而全屋定制市場潛力巨大,與電商、智能家居等領域結合發展將成為最佳模式。從當前來看市面上的品牌大多采取在線預覽模式,讓消費者足不出戶就能看到豐富的效果圖,同時配合線上的答疑解惑,但單純依靠線上根本無法完成整個銷售過程。因為購買家具是超低頻次重體驗的行為,因此強場景才是關鍵。也有部分電商在銷售中應用AR等,但效果差強人意。在家居生態營銷系統還未建立,目前(qian)受歡迎的全(quan)屋(wu)定制類商城店鋪,還是(shi)O2O模式,線(xian)上(shang)購買(mai),線(xian)下量(liang)房(fang)。
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0.80%(1家) |
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45.60%(57家) |
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30.40%(38家) |
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3.20%(4家) |
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8.00%(10家) |
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6.40%(8家) |
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0.80%(1家) |
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3.20%(4家) |
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3.20%(4家) |
2022年網(wang)(wang)站數據庫(ku)共收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)125家(jia)(jia)(jia),其中京(jing)東(dong)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)占(zhan)總比最多(duo)(duo)(duo),達(da)到(dao)57家(jia)(jia)(jia),其次為(wei)(wei)(wei)(wei)品(pin)牌(pai)旗艦店(dian)(dian)(dian)(dian)(dian)(dian),收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)38家(jia)(jia)(jia),蘇寧旗艦店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)10家(jia)(jia)(jia),小品(pin)牌(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)8家(jia)(jia)(jia),拼多(duo)(duo)(duo)多(duo)(duo)(duo)店(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)4家(jia)(jia)(jia),品(pin)牌(pai)商城收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)4家(jia)(jia)(jia),企業店(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)4家(jia)(jia)(jia),京(jing)東(dong)自營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)1家(jia)(jia)(jia),品(pin)牌(pai)特許店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)1家(jia)(jia)(jia)。
小(xiao)編認為,未來定(ding)制(zhi)家(jia)(jia)(jia)具(ju)的(de)發展更加(jia)注重家(jia)(jia)(jia)居(ju)一(yi)體化的(de)發展。不僅從家(jia)(jia)(jia)居(ju)裝飾風格(ge)、色彩搭(da)配協調上,還可根(gen)據(ju)消(xiao)費者(zhe)的(de)需求(qiu)進行設(she)計(ji),滿足消(xiao)費者(zhe)的(de)個性(xing)化需求(qiu),自(zi)主搭(da)配,科學設(she)計(ji)。不但可以(yi)增(zeng)加(jia)家(jia)(jia)(jia)具(ju)的(de)空間設(she)置(zhi),還可以(yi)讓家(jia)(jia)(jia)具(ju)與家(jia)(jia)(jia)居(ju)裝修呈現(xian)一(yi)種渾然天(tian)成、簡易舒適的(de)氛圍感。同時,傳遞的(de)家(jia)(jia)(jia)居(ju)環(huan)(huan)保訊息,從家(jia)(jia)(jia)具(ju)的(de)材料(liao)配置(zhi)到(dao)安(an)裝組合上都講究環(huan)(huan)保、安(an)全、健(jian)康,彰顯每個環(huan)(huan)節的(de)協調性(xing)。