Recently, the news of the death of IKEA IKEA founder Ingvar Kamprad has swept the circle of friends. At the same time, we are moved by the frugality of the economy and the second-hand clothes. Lifestyle, and guiding young people to build their own life ideas have affected the world.
In terms of style, IKEA (Northern Wind) has become the mainstream of consumption, and you can enjoy high-quality homes without spending too much. This breaks down class barriers, so-called beautiful, practical, high-quality, sustainable and low-cost “democratic designâ€. "It will be extended from it." From the perspective of the model, the ultra-high cost performance of the product benefits from the “modular design†and “flat packagingâ€, and the experience-based scene space directly draws the distance from the public.
Before talking about lifestyle, let’s talk about consumption upgrade.
Throughout the 2017 home circle, there is a popular trend of “life must be called lifestyleâ€. Talking about lifestyle seems to be a fashion trend, behind which is the consumption upgrade, accompanied by the rise of the middle class, their consumption of home life. Gradually shifting from a single product function to the entire space design, and willing to pay more time and money for a higher quality of life.
"Mr. toilet seat" Wu Xiaobo mentioned in the column "Wu Xiaobo: Three Years of Toilet Cover", "The most unexpected thing is that in the ten-year growth of three years, there is no price war in the toilet lid market." Rational consumption and the pursuit of a better life are the original starting point of the entire industrial chain, and this will stimulate more new market demand.
Customization is an obvious example. Thanks to the consumer's demand for the unified style of the whole house and the trust of the home brand, the custom furniture industry represented by Ou Pai Home, Sofia, Shangpin Home Delivery, etc., on the one hand, has exploded in 2017. At the same time, the listing has brought capital support for large-scale operations. On the other hand, industry brands have taken a step toward consumer brands.
“Words must be called “lifestyleâ€, which reflects the desire of enterprises to seek transformation
When the brand enters the public from the industry, the concept of life conveyed by the company will resonate in a wider range. And by designing or smart or cross-border or new retail, etc., the home business is “all-in-oneâ€, just because it is not easy to move forward in 2017, under the pressure of transformation, it is linked to “lifestyleâ€, perhaps The safest way to do it.
Advocating lifestyle is understandable, and the brand itself needs to be excellent. Can you use Internet technology, big data and artificial intelligence to enhance the interaction of people, present the future that consumers can see, and give the consumer experience a temperature; can the founder harbor a craftsman's initial intention, talk about capacity increase, channel expansion, Before the model innovation and cross-border integration, the quality is first; whether the enterprise can implement the brand awareness in the internal management, strengthen the sense of belonging and identity of the employees... and so on. Therefore, behind the shaping of the home lifestyle, the overall force of products, services, marketing and so on.
What is a good home lifestyle?
As a successful representative of the global blossoming of Japanese aesthetics, MUJI, similar to IKEA, is cost-effective, emphasizes the atmosphere and experience, and completes the communication of a mature social lifestyle: practical, simple, environmentally friendly, and simple.
What they have in common is that they find a very delicate balance between being close to the public and sticking to themselves. Whether it is Nordic or Japanese, whether it is Swedish or cold, both of them are natural, simple and practical, and have their own products. Design and brand tonality is not lax.
When people's inner desire for a better life is hooked up, the company has also succeeded in more than half. The development of a certain kind of lifestyle requires a strong recognition of a strong and comfortable corporate culture. It slowly infiltrates people's daily lives and participates in building a daily life at home.
When will China's IKEA and MUJI appear?
The home brand has entered the hearts of the people, accompanied by the trend of the consumer market. In the 80s of the last century, Japan’s middle class rose and wanted to save money and was reluctant to give up taste and quality. MUJI gave this group a new consumption concept and consumption choice. In less than 40 years, MUJI owned it from the supermarket. The brand quickly rose to become a world-class retail company.
Responding to the rise of China's economy and culture, China's home furnishing and Chinese home furnishing brands are in the same pace. In terms of design and development, digital production, delivery and installation, etc., enterprises must first lead; while in soft power building, they are conscious. It fits the living habits of the middle class and leads the trend of mass consumption.
For the standard IKEA and MUJI, the domestic brand - the design of the whole family of home, as well as the creation of the American lifestyle of Harbor House and Meike home, as well as the construction of the smart home ecosystem by Xiaomi, Huawei, Haier, etc. Original design brands such as Xuan Ming Dianju respect the new Chinese style... Perhaps China's IKEA and MUJI have not yet appeared, but it is certain that China's middle class has grown from a niche to a large number of groups, plus Chinese home The world's influence in manufacturing will increase, and the global leading brand of home lifestyle will be expected to appear more in China.
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