The so-called curtains, in fact, have two forms: First, finished curtains: finished products, consumers can directly buy, self-installed curtains, to meet the consumer's pursuit of "fast fashion"; the other is custom curtains: manufacturers according to consumption The size and requirements of the curtains are designed, manufactured and installed to meet the individual needs of consumers.
Nowadays, the development of curtains is similar, and it has not been as convenient as bedding to supermarkets, stores and other convenient channels. There is still a gap between the actual finished products of curtains. However, many brands and platforms are very careful and actively explore the finished curtains, and they are walking on the road.
1. Hexin Home: The output of finished products forms a connection between emotion and cognition in the post-80s generation.
From consumer groups to see the electricity supplier, 26-35 year-old age after 80 users accounting for nearly eight percent. Its consumption characteristics are focused on the quality of goods, the emphasis on diverse spirits and cultural and sports consumption, and the high acceptance of foreign brands, which is the core leading user of e-commerce consumption.
After 80, choose to upgrade the consumption, and also upgrade the quality. After serving many domestic and foreign high-end brand curtain customers, we have selected high-quality soft-packed products with high quality and design aesthetics after 80s: curtains, pillows, bedding, carpets, etc. , to the domestic market, so that consumers save time and cost, of course, the price is close to the people. Hexin will also choose cross-border brand cooperation. In 2017, Hexin Home will launch Disney curtains and pillow series, which will respond quickly to the market and meet the needs of different consumer groups. The new e-commerce model is more than just selling goods. It needs to form an emotional and cognitive connection with the post-80s generation. In addition to Xinjiao's active expansion of new channels, it is gradually laid out offline. Good products require users to experience recognition. Know, peace of mind and dealer partners will work together to create a quality offline experience.
2, Bu Die Xuan: to achieve personalized customized large-scale curtain output
Bu Die Xuan mainly focuses on fabric wholesale and customized curtains. The weight of these two models is the same in the company. Since 2008, Budiexuan has had a finished product workshop, which has been developed to today's customized large-scale curtain output, which can fully satisfy the curtain production of curtain shops, wallpaper stores and home stores. Customized main home improvement personalization and engineering batch customization. The warehouse is complemented by finished curtains of some fixed size.
There are two kinds of curtains for Budiexuan. One is the finished curtains that are directly made, and the warehouse is stocked. The sizes are usually more common, such as 3 meters, 2 pieces are 6 meters, most of the windows can be used. The height can be changed according to the needs of the guests, which speeds up the delivery. Simplified customer selection process.
The other is a custom-made curtain, which is provided by the customer with precise dimensions. Buduan Xuan is customized according to the size and requirements, and then shipped to dealers or home improvement customers. The advantage of this is that the real curtain customization can be achieved. The manufacturer also understands the customer's needs, extracts reasonable and fast methods from various data, thereby improving the efficiency of the factory and the quality of the processing. Finally, the customized product is standardized. . The finished curtains can expand the sales channels and bring convenience to the guests. The curtain shop can not be used for sewing workers. Wallpapers, floor stores, decoration companies, etc. can sell curtains related to home decoration.
3, curtain home: standardization process to accelerate the development of curtain O2O
As the Internet platform brand of the home textile fabric industry, the curtain is home to the "Internet +" and "physical store +" double "+" thinking, integrating online and offline sales. The curtains come together to join Haining and even the national textile industry chain, and gather high-quality brand curtain manufacturers from all over the world, and combine offline service outlets to integrate third-party resources such as Jingdong Home Textiles and CCTV to realize online order and offline experience. The curtain-to-home mode, relying on the traditional industry curtain shop, has the characteristics of long working hours, high professionalism and good after-sales service. Through the precise positioning of the curtain-to-home mode and the establishment of the "one unified four standard" information service system, the store is decomposed from the complicated sales process, and all the energy is concentrated to complete the professional standardization service operation, and the accumulation of time is passed. The effect of the assistance of the rules and the supervision, gradually improve the professional level of the store, and provide users with more professional services. The curtain-to-home model achieves transparent production and transparent pricing through SKU quality control and supply chain management. Through the formulation of the franchise rules, the rules of the terminal "uniform offline price, national regional unified price" are realized. On the basis of transparency, establish a strong regulatory and self-regulatory mechanism to achieve transparent consumption of end users.
Compared with the past sales of curtain fabrics, curtains have now accelerated the development of finished curtains. Different from the usual curtain fabrics, the finished curtains are selected in style, and you can go home and hang them when you buy them. And there are standardized processes in all aspects of the production process. The appearance of finished curtains meets the rigid needs of most consumers and accelerates the standardization of platform operations. Future finished curtains will also present a major trend in the industry and have great potential for market expansion.
4, mutual curtain excellent products: "ecological circle" platform concept to create industry F2B2C sales platform
Based on years of experience in the development of the industry, the company has adopted the "ecosphere" platform concept, using the Internet sales model, integrating production, integrating online and offline, adopting the principle of explosive products, and adopting more Channel promotion, to guide consumption to promote the development of the industry, promote industry transformation and upgrading , and create an industry F2B2C sales platform.
Textile industry is a typical labor-intensive traditional industries, products and marketing high degree of homogeneity of the moment, confusion encountered development is particularly prominent. Focusing on the national textile curtain market, the products are full of plagiarism and imitation from design, production to circulation. The consequence is that the product and marketing are highly homogenized, and the fierce market competition can be imagined. However, as the saying goes: "Competition is short-lived and cooperation is eternal." Based on this, in recent years, the company has been planning the concept of the "ecosphere" of the industry. The future competition of the brand is not the competition among enterprises. It is competition between industry ecosystem platforms.
The characteristic of the industry "ecological circle" is that each participant (originally a loose individual or enterprise) relies on other participants to achieve their respective viability and effects, and the participants in the ecosystem form an effective complement. To put it simply, companies need to use the thinking of the ecological balance system to sort out the rights, responsibilities and interests of all stakeholders, so that all participants can form a situation of mutual symbiosis, symbiosis and mutual benefit.
Inter curtain is a subsidiary of Hangzhou Mudual Exhibition Service Co., Ltd., dedicated to building an industry F2B2C sales platform, relying on industrial production bases, with Tmall, Taobao has a home, Jingdong and other third-party platforms as drainage tools, with independent design As a sales tool, we use the ERP software as the carrier of the mutual curtain platform, adopt the membership system and the secondary distribution mode, and open up the upstream and downstream industry chain through three major service systems (training, design, finished products), hold small and medium-sized enterprises, and develop small and medium-sized enterprises. Through the inter-curtain excellent product operation team (online and offline), the operation mode of the survival of the fittest is adopted, and the high-quality enterprise product resources of the industry are gathered. Within three years, 1000 opaque specialty franchise stores and 10,000 finished curtain service outlets are fully created. Strive to become Taobao's first home fabric curtain category and other third-party sales platform finished curtain sales first brand, the country's largest home textile curtain finished curtain supplier, the industry vertical sales platform, and strive to lead the industry 020 new retail model .
5, Jin Hao: Achievement of high-end curtain "micro-custom" experts
Jin Hao has been in the 29th year since the establishment of the company in 1988. In 2010, Jin Hao proposed to become a "high-end finished curtain customization expert". As time goes by and the situation changes, we understand and use the finished curtain mode more deeply. According to the current market situation, Jinhao curtains adopts the "micro-customized" operation mode: in the production stage, batch production is carried out according to three kinds of curtain specifications; in the sales stage, free door-to-door scale service is provided to obtain the real window of the consumer window. Size; in the processing stage, only minor modifications to the product can meet the size requirements of most homes. According to this model, our curtains are usually from the order formation to the installation of the consumer's home, usually only 3 days.
In order to speed up the overall rhythm of finished curtain operation and to enable consumers to get a better shopping experience, our entire company has made great adjustments in its operation. First, from the beginning of product design, the implementation of unique product design standards , gave up the original design methods and steps that are not conducive to the operation of the finished curtain; we carry out production and stocking according to three specifications, and adjust the employment arrangement accordingly; the analysis of the data in the operation process is more concrete, from the analysis of the original four dimensions, Increase the analysis into 6 dimensions, let the data become the basis of the finished curtain stocking, and change the next operation mode according to the market situation of a quarter, adjust, innovate and upgrade according to the changes of internal and external environment; In the early stage of the promotion process, more preparations will be made, in order to let consumers understand the convenience of the finished curtain, and to let consumers have a deeper understanding of the standards that are not yet popular in the market.
Jin Hao is a brand enterprise that made curtain electric e-commerce earlier. It has a flagship store in the Tmall. Now every basic activity can get the top three results in the curtain category. The main reason for this is the long-term use of Tmall Big Data for data analysis, understanding consumer needs, and adapting to changes in consumer buying behavior. Jin Hao’s current achievements ultimately stem from the choice and trust of consumers, and also include the ability to flexibly transform development models and strategies. Next, Jin Hao will continue to cooperate with Tmall. In-depth practice and exploration of O2O mode and finished curtain mode will continue to use Tmall big data to mine and guide consumers' needs.
6, Xiaoxuan window: standard modular private customization is the direction
At present, the competition at the retail end is becoming increasingly fierce. Existing retail stores not only have to do a lot of processes such as customer development, design services, after-sales installation, but also finished product processing, which leads to the inability of the store to focus and the end customer satisfaction is not high. It is best to focus on the operation of the terminal store, and strive to do a good job in customer service, design and processing, and then hand it over to the factory to complete, so that it can be simplified, reduce the difficulty of operation, and greatly improve the profitability of the terminal.
The domestic window type is not uniform, especially the window size of high-end residences is very strange, only the uniform curtain size to operate, can only meet the needs of a small number of customers. The inconsistency of standards directly leads to difficulties in production, installation and sales, and it is not possible to provide services quickly and professionally. Therefore, the maturity of domestic finished curtains has opened a big gap with foreign countries. It is to see the real situation, the direction of Xiaoxuan window're working smart and manufacture of private custom template, it is necessary to standardization, modularity, but also personalized, customized; standard modular private custom needs large amounts of data the acquisition and analysis, artificial intelligence to promote the production and processing; on the one hand need to design, modular processing sectors, with 1 + 1 with the program as a sales tool, the design with floor plan directly to the store, the store's modular design, greatly Reducing the requirements of the store for design matching; on the other hand, it also needs to meet the personalized and customized needs of the domestic market. Personalized customization is still the main problem we face. Each set is privately customized and cannot be mass-produced. To reduce the cost of production, the company is striving to move toward smart manufacturing.
7, such as fish and water: create a "national chain, individual needs, centralized customization" mode
Such as the fish water curtain boutique --- began in 1996, is a research and development, production and sales as one, focusing on curtain customization; is the industry's "national chain, individual needs, centralized customization" model pioneer; at the same time creatively The suit making process is introduced into the curtain making, 313 production standards, obsessed with the perfect details, the boutique is naturally presented. In order to get better development of curtains, the most important thing is to customize the batch production, such as fish water. In the past two years, a large number of R&D investment has developed the only flexible production line in the industry, which can guarantee the quality and the fastest. Shorten the production cycle.
At present, the three key points in the water, the first is the presentation of the profit model of the small store, the second is to make the curtains transaction simple, and the third, the mass customization of personalized needs, these three key points will be in two Presented during the year. The advantages of finished curtains in the domestic market will be more obvious.
Under the guidance of the business philosophy of "doing the curtains wholeheartedly and doing the service wholeheartedly", today's fish has become a well-known brand in the industry, opening up online stores and hundreds of specialty stores offline, while thousands of professional fabric consultants provide users with more A good buying experience and a more convenient and exclusive customization service.
8. Jin Jinshan: Providing a customized and standardized fast supply model for finished products
Yan Jinshan is a curtain enterprise that integrates physical store channels, self-built standardized production plants and finished product supply. It aims to provide consumers with a set of curtain soft-packing solutions to meet their individual needs, to better solve consumer personality. A fast supply model for customizing and standardizing the supply of finished products. The company has its own unique features in the finished product operation.
First of all, in terms of products, in the past, it was the sale of fabrics, which only provided curtain materials. Today, the finished curtain pattern is like a consumer to a clothing brand store. There are many styles to choose from, and there are special dress consultants to match the most suitable clothes. The fun of consumption is naturally presented.
Secondly, in terms of production, in the past, it was produced by store personnel. The craftsmanship of the employees was uneven. There was no standard in the production process, and there was no guarantee in quality. In the implementation of finished products, we implemented strict standardization. Pipeline production, consumers can see and experience the standardized production process in the store. After the finished product comes out, it is exactly the same as the production process that the consumer sees and experiences. There is no need to worry about the quality of the production.
Thirdly, in terms of operation, the past is the wholesale fabric; the operation of the finished curtains is carried out around the user experience, and the professionalism is very strong. It will provide customers with a systematic solution and implement it strictly according to the plan, just like decoration. Like a house, the designer first provides a set of renderings and construction quality requirements, which are then executed and delivered to the consumer in strict accordance with the construction requirements.
Finally, in terms of market expansion, there has been no market expansion in the past. Terminal stores are thousands of stores, and often cause a lot of inventory. Now, the finished curtains will form a standardized market expansion model with unified image, uniform price and unified service.
In the future, Jin Jinshan will carry out a strategic strategic layout throughout the country. The focus will be on the layout of the core channels of the high-end building materials market or building materials malls in cities above the city level. It is planned to complete the core strategic channel layout of the company in three years to realize the terminal. The store broke through 300 stores and laid a good foundation for the company's listing. (Xia Xiaoyun)
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