Influenced by the bulk of business, more home building materials enterprises to increase the operation of retail business. At the same time, retail scene innovation, strategy evolution and tool iteration have become common in 2023 and 2024.

 

This report will sort out the general changes in home building materials retailing in 2023 and early 2024, and summarize the retail traffic sources, online retail traffic development, retail scene and terminal innovation, retail activity blasting, offline retail method expansion, terminal team cultivation, and retail digital change.

 

 

Change 1: Retail status rises again.

 

With the engineering channel blocked, the retail channel has been emphasized unprecedentedly. Previously, some enterprises that have long focused on engineering channels are fully laying out retail.

 

Under this strategic adjustment, enterprises are focusing their efforts to revitalize the competitiveness of offline retail, rebuild the retail advantage, and enlarge the retail scale.

 

Their specific practices include: recruiting more excellent dealers, opening more stores, covering as many cities as possible. Empowering dealers to enlarge and strengthen the capacity of each store to seize more shares of the local market.

 

 

Change 2: Re-breakthrough of retail boundaries and construction of a new type of retail network.

 

The retail network continues to broaden, jumping out of the traditional boundaries of the store, has covered dealer stores, e-commerce, installation enterprises, designers, communities, handbags, social media diversion and so on.

 

The retail method of play continues to increase, involving scene reengineering; terminal blasting; online cited streaming single; live + activities.

 

Change 3: Retail terminal scene reengineering, form diversification.

 

Different retail store formats, such as flagship large stores, small community stores and digital stores, continue to show a blossoming situation.

Taking the big store as an example, in 2023, the big material research noticed more than 30 thousand square meters big store opening information, for example, Sealy opened 2037 square meters big store in Fusenmei Home Furnishing, Shuda opened 2700 square meters flagship store in Hohhot, Gujia Home Furnishing's 5000 square meters landmark store in Wuhan and so on.

There are also Daya Shengxiang whole decoration in Wuhan, Xi'an, Chengdu and other places to open thousands of square meters of the whole store, behind the test is the local dealer's operational capacity and resources.

Change 4: further diversification of online retailing.

The proportion of online retail continued to increase, the scale of content e-commerce grew significantly, and the performance of platform e-commerce was stable.

Live e-commerce mainly based on Jittery, video numbers, etc. continued to contribute to the performance.

Retail traffic acquisition, mainly through online channels such as WeChat Eco, Jittery, Xiaohongshu, Meituan Dianping and communities, has become a marketing standard.

More and more dealers joined the battle to launch omni-channel online traffic management. The proportion of retail orders acquired by some dealers from Jittery Voice channels accounts for more than 20% of the whole.

Change 5: Changes in retail traffic sources.

Retail traffic sources continue to broaden, structural changes continue, tens of thousands of home furnishings and home decoration enterprises, are launching online traffic offensive.

Hundreds of thousands of individual practitioners, is going all out to participate in online traffic mining. According to the compilation of large material research, retail traffic sources at least six changes have occurred:

1, traffic structure reshuffle, rebuild the traffic matrix, take the omni-channel traffic route.

2, old customers + fans + members as the main component of the private domain traffic operation continues to be emphasized.

3, online traffic pool + online and offline closed loop, online dispatch stores case increase, the model further run through.

4, online traffic sources continue to expand, including jitter, small red book, jingdong, tmall, meituan点评 and many other platforms, there are a series of measures to land, especially the small red book grass and live two kinds of traffic expansion, attracted more manufacturers layout.

5, the whole channel, designer channels and other channels continue to contribute valuable traffic, some companies insist on deep plowing, expanding the results.

6、Traffic development and operation for the stock market is included in the special plan by enterprises to implement specialized initiatives.

If you want to know more about the industry information and cutting-edge products, China Home Expo, which gathers a lot of furniture brands, is surely the right choice for you. CIFF Shanghai Expo 2024 will be grandly unfolded from September 11 to 14, 2024 at the NATIONAL EXHIBITION AND CONVENTION CENTER (SHANGHAL HONGQIAO).

Source: Big Material Research

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