Foshan's ceramics, home appliances, furniture and other industries are very developed, and the cross-border cooperation space of the home improvement industry is bound to be broad, and will become a trend in the future.

Despite the output value of hundreds of billions of yuan, there is not much cooperation among ceramics, home appliances, lighting, furniture and other enterprises within the home improvement industry of Foshan, and there is no corresponding joint force to occupy more market share. This dilemma is expected to be resolved in the future.

A few days ago, the first "China National Home Furnishing Industry Cross-border Cooperation Forum" hosted by Meijia.com was held in Foshan. A number of real industry representatives from the home furnishing industry in Foshan discussed the opportunities and challenges of cross-border cooperation in the home furnishing industry. It is understood that this is also the first time that representatives of Foshan's home improvement industry have conducted face-to-face discussions on cross-border cooperation in the form of a forum.

Many enterprise representatives believe that Foshan's ceramics, home appliances, furniture and other industries are very developed, and the cross-border cooperation space of the home improvement industry must be broad and will become a trend in the future. However, some representatives said that due to differences in marketing methods, product characteristics, and design styles, companies in different industries still have a wait-and-see attitude toward this cross-border cooperation, and it is difficult to enter the "honeymoon period". "No matter what, we hope to pass this event The holding of the event attracts more entrepreneurs to join the cross-industry alliance to jointly initiate and promote cross-border cooperation in the home improvement industry. "The person in charge of the Foshan Economic and Trade Bureau said.

Cross-border cooperation in the home improvement industry has gradually become a trend

According to the person in charge of the Foshan Economic and Trade Bureau, Foshan ’s home improvement industry has a solid foundation, including ceramics, furniture, home appliances and other well-known industries in the country. "It can be said that there are many materials, supplies and equipment needed in and outside the wall. According to our estimates, the production enterprises have an output value of about 500 billion yuan. "

However, in a long period of time, there is not much communication and exchange between these enterprises. "Everyone is doing their own thing, especially in terms of sales channels. Many large enterprises in the ceramics, furniture, and home appliance industries have established numerous channel systems, but there is basically no in-depth cooperation. This phenomenon has only been seen in recent years. This is a change, especially in the past two years. It has been frequent. "Said Liu Li, Marketing Director of Golden Phoenix Furniture.

It is understood that at the end of last month, the well-known ceramic industry brand Dongpeng Ceramics and Siemens Home Appliances reached a cross-border cooperation agreement. The two sides will not only cooperate on channels, but also explore related cooperation in the fields of technology, design, management, etc. Since then, cross-border cooperation in the home improvement industry has entered the depth field.

Prior to this, it was also Dongpeng. It united with Midea ’s central air conditioners, European cabinets, natural floors and other well-known domestic household product brands to establish the “Champions League”. All parties in the alliance shared and shared on the terminal ’s sales channels. A precedent for cross-border cooperation in the home consumer market. In addition, Baoliya Industry, Yangchen Kitchenware, Junzi Glass and other small household product manufacturing companies have also chosen a cross-border alliance to establish a "household products experience hall" to open up the domestic demand market.

In the eyes of many insiders, cross-border cooperation in the home improvement industry is an industry development trend, "If you can buy cabinets, wardrobes, bathroom cabinets, ceramic tiles and other products in one store, consumers will definitely be more happy to this. Shops buy things. On the contrary, if there is no integration, four or five people will be transported in four or five times and sign four or five contracts, which will waste a lot of time and resources, and this way can no longer meet the needs of consumers. " The person in charge of Peng Ceramics said.

Gao Hongbin, executive deputy secretary-general of the Foshan Furniture Industry Association, believes that the home furnishing industry has entered the era of holistic home furnishing, "whole home furnishing is a unified body, and the design styles of kitchen, bathroom, floor, furniture and other factors should be coordinated according to consumer needs In order to provide consumers with personalized services, under the general trend of the overall home, ceramics, furniture, lighting and other industries must work together to expand more space. This cooperation should become more and more in the future Many. "Gao Hongbin said.

The key to "selling products" to "selling space"

Although many Buddhist companies participating in the "Chinese Cross-border Cooperation Forum for the Chinese Home Furnishing Industry" are optimistic about the prospects for cross-border cooperation in the home furnishing industry, some companies still hold a wait-and-see attitude due to the differences between different products and marketing methods.

Zhang Qikang, director of Mona Lisa Ceramics Co., Ltd., believes that, compared with furniture, sanitary ware, etc., as the most important part of the home improvement industry, the pace of cooperation between ceramic tiles and other companies within the home improvement industry has not been great. "In the home space, the tiles are difficult to change after being decorated according to the designer's tone, and the furniture, curtains, etc. only appear at the end. There is a lot of choice space, and it reflects the thinking of the family owner. There will be a gap between the design concept of the designer and the cooperation of ceramic tiles and other home improvement products is relatively difficult. "

"In addition, terminal dealers are willing to move products from other industries to our specialty stores, and distributors of other companies are willing to move our tiles to their specialty stores. These are all problems that we have to face, so We are still on the sidelines and are also making small-scale attempts. "Zhang Qikang said.

So, in the face of these operational problems, where should we start cross-border cooperation in home improvement? The industry believes that the most important thing is that home improvement companies should realize the transformation from "selling products" to "selling space" and "selling lifestyle", and realize the "coexistence" of various enterprises and distributors through a certain space or lifestyle. .

The head of a local sanitary ware company in Foshan believes that cross-border cooperation in the home improvement industry must start with the design of the home space. "For different decoration styles, different products will be used. If everyone communicates in advance and agrees with a certain style, then they will design products that meet this style. Although they are products in different fields, they are all for this type of decoration. Style service, everyone promotes each other, can reduce the difficulty of cooperation. "The person in charge said.

According to Zhang Honghui, general manager of Asia Ceramics South China Marketing, the cooperation between products is only one aspect of cross-border cooperation, and the more important cooperation is how to move the entire home improvement into consumers' homes. "But every other line is like a mountain. When selling, the ceramic salesperson can't tell consumers how to match the furniture, so it is very important to solve the marketing cooperation."

"At present, there are many foundations for cross-border cooperation in the home improvement industry. The key is whether we have a purpose or do it consciously and actively. As long as we take the initiative, this market space is very large, but more companies are needed. Participate in it, "said Luo Xinjia, the host of the forum and chairman of Griffith Building Materials Co., Ltd.

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