The author believes that the existing home furnishing market needs to actively seek opportunities for transformation, subvert the sales model, allow itself to gain the ability to operate online, and give consumers more choices for consumption scenarios in order to develop in the long run. During the five-day May Day holiday, half of the time was contributed to the surrounding home furnishing market; half of the time was wasted on the way to the home furnishing market.
At a time when the concept of personalized and self-satisfied consumption has gradually become the mainstream, and the fan economy and the beauty economy have become the new trends in the capital market, why is the job title email list consumption model of the home furnishing market so traditional that it is somewhat out of tune with the Internet economy that advocates lazy culture? It is not so accurate to blame the lack of awareness of change in the home furnishing industry. Even if the home furnishing market is slightly deserted compared to other retail categories, there is never a shortage of new actions and news regarding technological innovation, model innovation,
capital activity and possible incremental space. As for why the consumption path of home retail is more traditional, too many people have given answers from the industry level; this article attempts to find the root cause from the perspective of consumers. 1. Typical "information funnel" consumption In order to facilitate everyone's understanding, let's review the two consumption scenarios of purchasing household products: 1) Turn your attention to the offline furniture city, and spend three or five days shopping around the surrounding furniture city, whether it is Red Star Macalline, Sixth Space, IKEA or Muji, none of them are. would like to miss.
The purpose is nothing more than "information collection", seeing dazzling in nearly a thousand furniture products of various styles, and then excluding most of the unsuitable products, leaving a few alternatives for in-depth comparative analysis, bargain. 2) Leave limited energy to the e-commerce platform. You can enter a keyword for a household product on Taobao, and you can search for thousands of SKUs. There may be hundreds of products of a single brand, and information collection is also carried out. Excluding them, checking the product size and comparing prices one by one, the time spent is probably not inferior to the offline mall. Even in terms of the WYSIWYG experience, buying household products on an e-commerce platform is not as easy as going offline.
This kind of situation is probably not unfamiliar to many people. Buying furniture is an information-consuming purchase process, for fear of missing any suitable products; often force yourself to collect as much information as possible, and then make the most seemingly correct choice based on a large number of product browsing. The offline home furnishing store has obviously conducted research on "consumption psychology", which has firmly grasped the sense of ritual for consumers to buy low-frequency and high-priced products; they have built thousands of square meters or even tens of thousands of square meters of exhibition halls; spared no effort to enhance the abundance of products degree; find ways to improve the purchase conversion of products.
Merchants are doing the exhaustive method, and consumers are doing the exclusion method. The result is that they wander around different home shopping malls with two legs, enjoying the expected and painful shopping experience. The consumption method that takes a lot of trouble like an "information funnel" is naturally imperfect, but is it applicable to contemporary young people? The answer may still be no. The post-80s, post-90s and even post-95s are not only a generation working hard for the college entrance examination,
but also the aborigines of the Internet. Compared with parents, they have more channels to improve their aesthetic ability, and the booming Internet celebrity economy is a portrayal of young people's aesthetic upgrading. But home furnishing is an aesthetic with a threshold. I found a bunch of good-looking items on the e-commerce platform, but when they are stacked together, the style is very abrupt. It is often difficult to achieve both the good-looking and the overall coordination of the items. This is probably the way that offline home furnishing malls are not eliminated by e-commerce, just like the "smartness" of IKEA and Red Star Macalline; they are accustomed to placing products of the same style and brand together, even if consumers with a lower aesthetic level , you can also choose a comfortable match at a glance.