Asked how the market for home service continues to renew

Failure, rejuvenation, failure and revival, this is the law of historical development, a period of history, an industry is also the same; China's home clothing through the initial, through rapid development, to today's more intense market competition and more rational Consumers, in the new 2014 year, it is also time for companies to think about how to face the future home furnishing market. Is it still feasible to continue to follow the previous road? E-commerce is a big part of the world. How do entities respond? Where is the way out for market diversification?
With these questions, we interviewed the general manager of the Qianlong family, Chen Shaohe, to see what Mr. Chen has about his home furnishing industry. What is the outlook for the clothing market in the new year?

Background: In 2013, if you visit the home service market in a circle and casually enter the store and ask about the sales of the terminal agent stores, you may hear that most of the terminal agents are complaining about the same problem: Well done!
Small note: Hello! Mr. Chen, can you tell us what the status of the home service industry is?
Mr. Chen: Any industry development will experience a rising period, a peak period and a low period. After the peak development of the home service industry in previous years, coupled with the adjustment of national economic policies, the increase in labor costs and production costs can now be described as Into the low tide period, the price war is inevitable during this period, which also makes the home service market's profits drop to a low point; now many people are saying that the new round of the underwear industry's upcoming reshuffle, we are in the shuffle era. The general situation is: It is more difficult for you to seek a quality provincial agency. Some agents may have represented several brands at the same time. He cannot devote all his energy to your brand; some agents place orders for production because of capital issues, which increases the turnover of the company's capital chain; many terminal agents In order to expand sales, while acting as your agent, you are also selling other brands of products at the stores, causing chaos in the terminal channels. These conditions are the phenomenon that most industries will enter the downturn, but I think this is precisely for The industry's opportunity for thinking is also the time for companies to work hard.

Background: In 2013, the total turnover of the double 11-day cats was set at 35 billion. From the 11th of November, the total trade volume of Tmall continued to refresh. Within 10 minutes of opening and grabbing, the total turnover reached 1.5 billion yuan, which reached 5 billion yuan in 38 minutes. In less than 6 hours, the total turnover of Tmall exceeded 10 billion yuan. This year, Tmall's double 11 turnover exceeds last year's total sales of 19.1 billion, which took only 13 hours.
Xiaoji: Qianlong entered the e-commerce business in 2008. After years of development, how do you see the development of e-commerce and entities? Is there a conflict between the two?
Mr. Chen: In 2013, we believed that everyone felt the bleak market situation in the underwear industry, and the e-commerce data refreshed during the double 11 period showed that the development of e-commerce has become an irresistible trend, and more and more Enterprises are also aware of this trend and have increased their investment in e-commerce in recent years. E-commerce does not have the advantage of geographical restrictions to facilitate more consumers; but the entity wins can experience and experience the authenticity of products and reduce the risk of purchase. In terms of channels, e-commerce is another channel for brands. At present, it will compete with entities. The cost of e-commerce is low, and the price is relatively cheaper than the entity. Therefore, some guests try clothes in the entity, but in the end, Going to buy online, this phenomenon is what we call the online and offline competition, but as long as the distribution of enterprises is good, this kind of internal competition can be adjusted. To solve this problem, in addition to requiring the clerk to improve the service level of the store, Many still want to distinguish between the two sides of the product, for the network, the entity has two different styles of products.
Background: At present, there is no shortage of home service brands in the market, but the homogeneity of products is a serious problem. The tag of the home service is removed and the products cannot be identified.
Xiaoji: In the face of the homogeneity of home service products, what do you think Chen Chen thinks will affect the home service market?
Mr. Chen: Now that the homogenization of products on the home service market is relatively serious, this is very unfavorable for a brand. Each shop's clothes are the same, so that consumers can not choose to start, but also make them feel the same clothes, why do I want to buy expensive. This kind of consumer psychology invisiblely pulls the business to the sales model that fights price wars; if a brand does not have distinctive brand features to distinguish it from the popular brand, then it can not go very far; Not only selling products, but also selling brand culture.
Note: For 2014, how do you feel about the next market?
Mr. Chen: In 2014, the market is still a challenge and competition. Re-arranging channels is a major task. The cut will have to be cut off. An all-embracing policy will only make the company even more overloaded; the development of the brand will be strengthened, and there will be no special features. The brand and enterprise of change will face an unprecedented crisis; the online and offline force will be exerted, the advantages of the offline brand will be integrated, and the online zero-distance shopping mode will form a close combination of online and offline, truly realizing the complementary business philosophy of resources.