Shulou(Shulou.com)11/24 Report--

Home decoration as a downstream link of real estate, along with the start, development and slowdown of real estate in China, it also shows a cyclical trend, from the early birth of a number of regional players with the rise of real estate, to the explosive growth of national players in the golden decade of real estate, gradually completed the large-scale development of the home decoration industry, and then to the rise of the Internet in the later stage, realizing the model subversion of the home decoration industry.

At this stage, the slow growth of the real estate industry has gradually reduced the demand for rigid home decoration. China's real estate has gradually moved towards the stock market in recent years, and the household demand for old houses and second-hand houses has also promoted people's pursuit of quality of life. At the same time, with the upgrading of consumption and the post-epidemic era, it has broken people's traditional perception of home life, and re-spawned a series of diversified and personalized home decoration needs, including health, low-carbon, intelligence, old age, new aesthetics, and so on. this will redefine the "home" way of life.

Whether from the analysis of the upstream real estate market or from the perspective of consumer demand, the home market, which is needed to build a better life, still has a broad space for development.

As far as the household industry itself is concerned, there are two main problems: first, the concentration is low. China's household industry has a large number of enterprises, scattered industries, low industry concentration, and lack of real leading enterprises. In 2020, the CR3 was only 5.02%, only 6.32%, only 6.32%, and only 8.20%. The local top pyramid enterprises gradually expand with the help of leading production technology, R & D and design advantages; the central enterprises have strong production capacity, but they are in a relatively passive position in the industrial chain; there are also some regional enterprises or family workshops in the pyramid area, with large quantity, poor product quality and weak R & D and design capabilities, mostly to seize the bottom market share through price war. Second, the homogenization is serious. Although there is no lack of innovative technology and design in the home industry in recent years, there is a lack of "subversive" innovation. In short, the furniture industry urgently needs a leading enterprise brand, clear production standards, promote the level of industrial competition to upgrade, and promote the whole industry to form a development trend of continuous innovation driven by brand enterprises.

To help upgrade the national home, Zhihuashi leads the industry in scientific and technological innovation.

Zhihuashi released the functional sofa "National upgrade White Paper" (hereinafter referred to as "White Paper") this year. In the early stage, Shenzhen Furniture Industry Association, Shenzhen Furniture Research and Development Institute and Saide Test jointly carried out a survey on the evolution of the lifestyle of human settlements in China. It is concluded that a series of indicators such as "comfort", "health and environmental protection", "quality assurance" and "humanized function" are all listed as equally important factors when choosing functional sofas by consumers. We believe that the functional sofa is different from the ordinary sofa, because of the particularity of its product structure, all elements are indispensable and must be developed in an all-round way in order to bring a perfect experience to consumers. Based on this, we issued the functional sofa standard in the "White Paper". "Health, comfort, value and fashion" are the basic elements of building a new living room lifestyle. This is also an embodiment of Minhua, as a leading enterprise in the industry, to establish a new benchmark for the high-quality development of the industry.

The China National Sleep quality Survey report of the mattress industry released in the second half of this year (hereinafter referred to as "the report"). Based on the data analysis of 30,000 national sleep quality surveys and surveys, through in-depth investigation and analysis of sleep status, pain points, demands and other dimensions, it is concluded that consumers think that the perfect support of mattresses to the body is the first important point, and the "quality-to-price ratio" is the best choice for people to buy bedding. Zhihuashi 5-star mattress provides integrated sleep product solutions for the people: 5-star health monitoring by authoritative organizations from the inside to the outside of the whole bed; 5-star technology with patented bedstead technology that is comfortable and breathable and can store things to assist housework; rely on big data of ergonomics as the base, strictly check the raw materials and develop sponge technology to create 5-star comfort that meets the best stress of the human body to support the bed. Tens of thousands of durability tests to meet the needs of the whole family, durable 5-star quality; has the top industry R & D, production, logistics three independent capabilities, thus rebate to consumers 5-star super value.

Only by meeting the five dimensions of "health, science and technology, quality, comfort and value" can we meet the national demand for high quality and good sleep. Chihuashi is committed to the evolution of national lifestyle and the iteration of new technologies, continue to explore innovative products, promote the upgrading of the industry, so as to promote the upgrading of national sleep quality.

The core display of Chihuashi is comfort, and the secret behind comfort is Chihuashi's core technology. Whether it is a first-class sofa or a five-star mattress, it has gone through a detailed questionnaire of hundreds of thousands of people and decades of data accumulation in more than a hundred stores. The design of each support system has a real and detailed big data from consumers. With more stringent professional standards, define the standards of health care system belonging to China, and draw a blueprint for the happy life of Chinese consumers.

Layout intelligent future double 11 electric function home unlock new life!

As far as this year's double 11 is concerned, according to the information currently released by the major platforms, the pre-sale of Tmall's double 11 opened at 8 p.m. on October 24. In the first hour of sale, the turnover of Tmall's home decoration industry increased by more than 50% over the same period last year. Within four hours, the turnover of 752 home decoration brands exceeded that of last year's pre-sale. With the growing ranks of urban pet-raising families, wear-resistant and scratching-resistant furniture is becoming more and more popular. After four hours of sale, the turnover of cat scratch cloth sofa increased by 2365% compared with the same period last year. Scratch-proof, waterproof, anti-fouling cat claw cloth makes it impossible for "Hakimi" to start, easily solving the big problem of peaceful coexistence between cat owners and sofas.

This year's young people rest at home is also exquisite "fashionable essence", can massage, support the back of the electric sofa, electric bed is deeply favored by everyone. After four hours of sale, the turnover of Zhihuashi leather electric sofa exceeded 20 million, and the transaction data is still growing, meeting the diverse needs of the "lazy family" to work, read and play with their mobile phones in bed.

From the Singles Day holiday in the household industry, we can draw such a conclusion that the consumer market has entered the era of 2.0 consumption. If people in the era of consumption 1.0 will value the "performance-to-price ratio" of goods and services, then people in the era of consumption 2.0 will value the "quality-to-price ratio". They are keen to seek the optimal solution of quality of life within their own ability. At the same time, young people have more diverse expectations of "home". They hope to realize their yearning for a better life by improving the home environment, which not only includes the basic functional needs of life, but also hopes to take into account emotional healing, companionship and self-placement.

In this regard, Chihuashi has also laid out early. It is reported that recently, Zhihuashi has reached strategic cooperation with Haier and Huawei to access the smart home systems of Tripterygium and Hongmeng to improve the brand ecological chain and provide users with a more perfect and intelligent home life experience. The deep influence and significance of Zhihuashi from informationization, digitalization and then to intelligent iterative upgrading is not only the efficiency improvement or local optimization of a single link in the value chain, but also the reshaping of the value chain process. coupled with the promotion of technology, in the long run, it will be an important force to promote the transformation and upgrading of the business model of the whole industry.

The Singles' Day campaign is in full swing.

In this Singles Day holiday, Zhihuashi launched a huge welfare activity with the theme of "decompressing the new experience that home is a home appliance", providing consumers with a rich variety of surprises and feedback. A full range of electric features are centrally listed in the home, with 40,000 yuan free and the highest cash red packet paid. There are more multiple combination offers and play, booking free deposit, time-limited second kill, upgrade benefits, bedroom products purchase gifts, etc., and in the first place in the industry this year put forward a free exchange policy, its own logistics system makes consumers worry more easily, upgrade directly for a new home, and bring home first-class life and five-star sleep life at the most affordable price!

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