Why does the packaged track attract many leading household enterprises?
The reasons are mainly three aspects. First, the promotion of consumer demand. From the specific cases and research data, the number of consumers willing to choose full packaging has increased significantly, which naturally attracts the attention of enterprises.
Why do consumers choose full packaging? According to the research of Dashai, the core reason is that this mode has obvious advantages. It provides one-stop services from design, decoration and construction to furniture, customization, and soft assembly, which is more convenient and labor-saving than the previous half package and whole house customization.
In addition, multi category packaging may also save money, so it has won the popularity of high-income families and young consumers.
The second is the needs of enterprise operation. With the help of the whole package channel, we can break through the bottleneck of growth, start from the decoration design link, and cooperate with the decoration company to seize the traffic entrance, which helps to influence the choice of customers and gain the advantage of customers first.
The third is the demand to promote the overall performance growth. Some enterprises will increase categories when they develop the packaged racetrack. New categories will be added on the basis of the superior categories to try to meet the demand for one-stop home furnishing. Those not only broaden the channel of high production capacity, but also increase the customer price to boost the overall performance growth.
Series II: What are the differences between full packaging and the whole family?
By definition, full decoration includes one-stop home decoration services including decoration design, hard decoration, customized furniture, finished furniture, soft decoration and electrical appliances. It includes hard decoration and electrical appliances.
For different objects, the whole decoration has different meanings. For example, for home furnishing enterprises, the whole decoration is more regarded as a channel, that is, the channel of decoration companies. Instead of doing everything by themselves, they cooperate with decoration companies to provide finished furniture, customized products and other products.
For decoration companies, the whole decoration business covers the business from design, decoration construction to furniture soft decoration. Among them, the decoration company is responsible for design, hard decoration construction, etc., and provides the whole decoration service for consumers together with the household supply chain.
For the whole house, the hard decoration is not generally included, but mainly finished furniture, customized furniture, and soft decoration, which is equivalent to the complete furniture of the whole house. The whole model of different enterprises is also different. Some are just finished furniture+customization, and some will add soft decoration, electrical appliances, etc. The goal is to achieve the complete furniture of the whole house.
The whole business is mostly operated independently by household enterprises, providing consumers with multi category integration schemes such as finished products+customization, and some enterprises will also appropriately introduce third-party supply chain brands.
When the whole business is relatively mature, it seems logical to cut into the integrated track. Recently, the pearl in the palm released the new omni channel symbiosis strategy and launched the cooperation model of the packaging enterprise, which is actually based on the accumulation of the whole business for several years.
Series 3: Some enterprises' packaged goods business has not improved significantly. What is the problem?
There are many companies looking at the channel of Zhongzhuang enterprises, who want to grab dividends in the trend of packaging, but it is difficult to do well.
First, the time of landing is relatively short, and the links of R&D, production, distribution and decoration company cooperation of packaged products have not been straightened out, which makes it impossible to achieve efficient operation, leading to more complaints, less enthusiasm for cooperation between packaging enterprises and poor returns.
Then, this model needs to be further improved and the operation mechanism needs to be improved.
Second, the number of cooperative packaging enterprises is too small, and the quality is not high, which cannot support the sustainable operation of the packaging business, such as the inability to maintain the production line set up specifically for the packaging enterprises.
Third, the lack of competitive advantages of the packaged product model, such as the weak competitiveness of packaged products and the lack of cooperation interests, led to the low enthusiasm of the packaging enterprises and failed to bring the expected benefits.
Fourth, at the beginning of the implementation of the packaged goods business, there were many problems in the cooperation between the packaging enterprises. For example, the collection of payment by the packaging enterprises was not timely, resulting in high accounts receivable, which affected the company's performance, and the effect was naturally poor.
