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个性化需求越发强烈 家居互联网定制将成热门

作者:admin  日期:2018-11-08 16:36  人气:
“定制”从两年前开始就一直霸占家居行业高频词汇的位置,最先从家装、整体家具等领域兴起的全屋定制,到现在定制开始垂直细分到各个领域内。
 
Customization has occupied the position of high frequency vocabulary in the household industry since two years ago. At first, the whole house customization emerged in the fields of household decoration and integral furniture, and now customization has been subdivided vertically into various fields.
 
 
 
定制需要量体裁衣,针对个性化的家居领域,但是最近类似橱柜、卫浴这类以及具备成熟的模块化的行业分支也开始打出了“定制”的招牌,这些定制到底是真需求还是伪需求,它是否能够真实地解决消费者的问题,这有待于市场的检验。
 
Customization needs tailor-made clothes, aiming at personalized household areas, but recently, similar cabinets, bathrooms and other mature and modular branches of the industry have begun to play a "customized" signboard. Whether these customizations are genuine or fake needs, and whether they can truly solve the consumer's problems remains to be seen. Inspection of the market.
 
 
 
橱柜开拓年轻人市场 互联网定制成为热门
 
Cupboards open up young people market, Internet customization has become popular
 
 
 
互联网对家居行业的影响持续发酵,它一度也被看成是年轻人的消费习惯的载体。互联网已经深入现代生活,作为一种经济模式来看,互联网成功实现了销售与信息数据的转化,并打破了地域之间的界限。而家具定制行业一度地域界限明显,同时要求实地的体验。
 
The impact of the Internet on the home industry continues to ferment, and it was once seen as a carrier of young people's consumption habits. Internet has penetrated into modern life. As an economic model, Internet has successfully realized the transformation of sales and information data, and broken the boundaries between regions. The Furniture Customization industry has a clear geographical boundary, and requires field experience.
 
 
 
曾经一度家居行业内兴起了依托互联网的O2O模式,但是这样的模式在过去一段时间的发展后,发现并非每个门类都适合电商模式,家居门类庞多,数据库很难做到大而全,相对来说要耗费的财力物力也增加了,不少企业因此陷入困境。
 
At one time, the Internet-based O2O model was springing up in the household industry, but after the development of this model over the past period of time, it was found that not every category is suitable for e-commerce mode. There are many household categories, and the database is difficult to be large and complete. Relatively speaking, the financial and material resources consumed have increased, and many enterprises have fallen into this trap. Get into trouble.
 
 
 
“虽然家居O2O发展坎坷,只有一部分企业发展起来,但是却给了家居消费者互联网消费模式的教育,简而言之,大家意识到上网其实可以买家具。”家居互联网推广从业者冯伟分析,他认为这为后期出现的一系列定制提供了很好的基础。
 
"Although the development of home O2 O is bumpy, only a part of enterprises have developed, but it has given home consumers the education of Internet consumption mode. In short, we realize that Internet can actually buy furniture." Feng Wei, a home Internet promotion practitioner, analyzed that this provided a good basis for a series of customizations in the later period.
 
 
 
橱柜、卫浴等产品相较其他家居门类,更容易模块化系统化,其实适合互联网的推进,但是过去却基本隔离了互联网式的销售,互联网定制更无从谈起。原因一方面是橱柜产品不便于长途运输;另外一方面则是考虑到规模化生产的产品难以实现网上销售,也有部分产品是面向合作商户,所以多数的橱柜企业就直接选择忽视互联网的存在,继续选择传统的销售模式进行经营。但是随着社会经济的发展,固化的传统销售模式的弊端就逐渐显露出来了,比如销售渠道扩张困难,产品推广方式陈旧,无法跟上时代的发展步伐,难以满足年轻消费者的需求。
 
Compared with other household products, cabinets, bathrooms and other products are easier to be modularized and systematized. In fact, they are suitable for the promotion of the Internet, but in the past they have basically separated the Internet-based sales, and Internet customization is even more impossible. On the one hand, cabinet products are not convenient for long-distance transportation; on the other hand, considering that it is difficult for large-scale production products to achieve online sales, and some products are for cooperative merchants, most cabinet enterprises directly choose to ignore the existence of the Internet and continue to choose the traditional sales mode to operate. However, with the development of social economy, the drawbacks of the solidified traditional sales model gradually emerge, such as the difficulty of expanding sales channels, the obsolete way of product promotion, unable to keep up with the pace of development of the times, and difficult to meet the needs of young consumers.
 
 
 
互联网成为橱柜卫浴等产品的发展工具
 
Internet has become the development tool of cabinet, bathroom and other products.
 
 
 
橱柜的定制化发展是橱柜行业的一大趋势,这与年轻化的消费市场和不断升级的消费需求息息相关。年青一代迅速成长,而且其购买力相比之前发展速度非常快,家居行业内25岁-35岁消费者比例不断提升,这一代年轻消费群体对个性化的要求更强,希望家中的风格多样化,而对于橱柜卫浴这些原先被定位为功能性的产品,不但注重其功能需要,也注重装饰美观、彰显个性的需要。而成品橱柜产品由于设计相对标准化和大众化,难以满足消费者个性化需求,因此,定制家居成为家居消费群体年轻化的最大受益者。
 
Customization of cabinets is a major trend in the cabinet industry, which is closely related to the younger consumer market and the ever-upgrading consumer demand. The younger generation is growing rapidly and its purchasing power is growing faster than before. The proportion of consumers aged 25-35 in the household industry is increasing. This generation of younger consumers has stronger demand for individuation and hope to have diversified styles at home. For cabinet bathroom, which was originally positioned as functional products, not only does it need more personalized products, but it also needs more diversified styles. Pay attention to its functional needs, and also pay attention to the needs of decorative beauty and personality. Because the design of cabinet products is relatively standardized and popular, it is difficult to meet the personalized needs of consumers. Therefore, customized household has become the biggest beneficiary of the younger household consumer groups.
 
 
 
另一方面,这样的年轻消费者早已经习惯了互联网环境下的生活,因此,橱柜卫浴等品牌,要想赢得年轻消费者的青睐,不得不重视这样的需求。
 
On the other hand, such young consumers have already been accustomed to the life of the Internet environment. Therefore, in order to win the favor of young consumers, brand names such as cabinets and bathrooms have to pay attention to such needs.
 
 
 
例如宜家的橱柜在多年前就开始使用电脑数据化模块建模,消费者甚至可以通过网络自己勾画橱柜厨房的布局,生成后直接到店内订货下单即可,可以看成很好的尝试。而如今不仅仅是网上的定制,定制后甚至还有更立体更具视觉效果的展示,例如VR技术引入家居行业,厨房、卫生间定制好后,可以通过VR沉浸式感受整体的效果,这可以说都给未来互联网定制发展提供了很好的选择。
 
For example, IKEA's cabinets began to use computer data module to model many years ago. Consumers can even sketch the layout of the cabinet kitchen by themselves through the network, and order directly in the store after generation, which can be regarded as a good attempt. Now, it is not only customization on the Internet, but also display more stereoscopic and visual effects after customization. For example, when VR technology is introduced into the home industry, kitchens and bathrooms are customized, the overall effect can be felt through VR immersion, which can be said to provide a good choice for the future development of Internet customization.
 
 
 
互联网定制或应模块化、系统化
 
Internet customization should be modularized and systematized.
 
 
 
其实“定制”自从出现以来,就一直伴随争议,最直接的就是认为定制是个伪需求,是因为上游地产设计的不合理,才导致了定制的兴起,该解决的问题到底是家居企业还是上游地产房屋结构,这是讨论最激烈的。毫无疑问,地产的精装趋势发展,那么在将来定制是否还有意义?
 
In fact, "customization" has been accompanied by controversy since its emergence. The most direct point is that customization is a false demand, because the upstream real estate design is unreasonable, which led to the rise of customization. The most heated discussion is whether the problem to be solved is the home enterprise or the upstream real estate housing structure. There is no doubt that the trend of the hardcover of real estate is developing. Is there any significance for customization in the future?
 
 
 
“所谓定制,不应该事无巨细,反而应该在一定的模块化程度下进行,提高消费自主的方便,降低门槛,这才是互联网定制的意义。”资深橱柜设计师江严认为目前消费者到店消费,实体店庞大的开支,展示的方式也并没有比十年前更高明,实际上这些定制过程可以在互联网上完成一大部分,越是模块化、系统化,越是方便消费者通过互联网进行定制,而且定制也应该在一定的标准下进行,江严认为没有标准的定制,其实不利于行业的发展,相当于整盘棋打散,上下游的衔接也会因为缺乏标准的定制泛滥而造成浪费,极大增加沟通成本。
 
"The so-called customization should not be a matter of detail, but should be carried out in a certain degree of modularization, improve the convenience of consumer autonomy, reduce the threshold, which is the meaning of Internet customization." Jiang Yan, a senior cabinet designer, thinks that the huge expenditure and display way of the real store are not more clever than ten years ago. In fact, these customization processes can complete a large part on the Internet. The more modular and systematic, the more convenient it is for consumers to customize through the Internet. Moreover, the more convenient it is for consumers to customize through the Internet. Customization should also be carried out under certain standards. Jiang Yan believes that without standard customization, it is actually not conducive to the development of the industry, which is equivalent to the breakup of the whole chess game. The convergence of upstream and downstream will also be wasted due to the lack of standard customization, which will greatly increase communication costs.

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