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The alliance between home furnishing companies and distributors has always been a hot spot in the industry.

According to incomplete statistics, based on public information, since 2021, there have been more than 40 alliance actions, generally involving alliance marketing, sharing traffic, mutual integration into terminal exhibitions, supply chain alliances, and joint research and development products.

Recently, three more alliances have come out, Baojia’s bag-in soft decoration supply chain; Gujia Home Furnishing + JD Home Furnishing reverse customized products; the Future Space Smart Decoration Alliance initiated by Lumi Lianchuang, reflecting three mainstream trends.

1

Baojia’s bag-in soft-packing supply chain

As a service provider for the overall delivery of country villas, the importance of the supply chain to Baojia naturally does not need to be emphasized too much.

Judging from the actions of Baojia, it attaches great importance to the alliance of the supply chain. Choose some brands that cooperate well and have a certain influence to form an alliance to enhance the competitiveness of the supply chain.

As early as 2020, Baojia initiated the Rural Housing Industry Alliance, including:

1. Philips, Siemens, Shiyida, Cimic Tiles, Nippon, Asia Chuangneng, Hengfei cable, Zhengjin doors and windows, gold kitchen cabinets, palm pearls, etc.

These companies are all members of the Baojia supply chain, providing different products and solutions, such as:

2. Dongfang Yuhong provides waterproofing, Siemens provides safe electricity solutions, Philips provides lighting solutions, Simik provides floor tiles, Shiyida solves the lighting and lighting of the whole house, and Asia serves as the exterior wall coating solution service provider.

Recently, Baojia has a separate alliance form around the soft decoration part.

At a "2021 Baojia Carrying Bags and Soft Decoration Program Conference" in Shenzhen, Baojia launched two solutions: furniture bags and soft decoration bags. Based on the original standardized overall delivery, it integrated curtains, bedding, carpets, and lamps. , Furniture, soft fittings and other categories.

The suppliers in this plan are mainly Palm Pearl, Quanyou Home Furnishing, Jujia Wardrobe, Dadawu Soft Decoration, Baojule, etc., respectively, to provide finished furniture, cabinets, soft decoration and other supporting facilities.

The factory provided support, such as providing some preferential prices; in terms of products, some adjustments were made according to the characteristics and needs of rural houses.

The signal that this type of alliance gives us is: cooperation with suppliers is not only regarded as a sales relationship, but can go one step further, such as striving for customized development of products, mutual attracting traffic, and sharing customers.

And through the establishment of alliances to achieve the upgrade of cooperative relations.

2

Gujia Home Furnishing + Jingdong Home Furnishing: Reverse Customization

The two have cooperated very early. For example, Gu’s opening a store on JD.com is the most typical cooperation.

An alliance recently disclosed was from the perspective of product research and development. According to the consumption data of JD.com, Gu Jia started the reverse customization of C2M.

Recently, Gujia Home Furnishing and Jingdong Home Furnishing held a press conference with the theme of "Future Living" in Jingdong Building, and released the new reverse customized "Jing Π" leather bed on the spot.

This product is based on the big data of Jingshu, chooses the best ergonomic angle of 108°, adopts a heightened double backrest design, does not require cushions, and can be leaned comfortably.

According to the principle of color psychology, the refreshing color matching of cyan and almond white is used to help eliminate fatigue; based on a large number of actual housing research, the design of small size with flush edges is used to effectively expand the bedroom space.

Gujia also launched a new mattress product "Sleeping Beauty"; and cooperated with JD to create a "Future Living" space in the home space flash live broadcast area.

Based on the results of big data analysis, to achieve precise production, this is a new type of decision-making method developed by enterprises, which will coexist with traditional product decisions.

There is no doubt that after years of accumulation, JD.com has not only a huge number of buyers on the platform, but also accumulated billions of massive consumption data. To a certain extent, you know what you like, what you want to buy, and may also know what needs have not been met. Satisfy.

And these data are lacking in enterprises, and it will be helpful for the creation of explosive models if they are used for reference. Instead of just relying on the subjective judgment of designers, product managers, and bosses.

In fact, more accurate household consumption data should come from the old customers of household enterprises.

For those companies that hold tens of millions of old customer resources, if they can link dealers to collect the usage and new needs of old customers, and conduct pre-sales in the old customer group, it may play a certain role in guiding the follow-up product research and development.

3

Lvmi Lianchuang: Future Space Smart Installation Alliance

In May, Lumilian founded a new product launch conference for the whole house smart brand Aqara. Chairman and CEO You Yanyun announced:

It will join hands with Midea, Hisense, Stone, Fangtai, Angel, Cobos, Man Wah Holdings, BOE, etc., to create a future space smart installation alliance to realize product connection and joint marketing.

At present, Aqara has more than 30 categories and more than 500 SKUs, which can help users realize whole-house intelligence.

In 2017, 4S service was proposed to provide a complete set of whole-house intelligent customization services from in-store experience, program customization, installation and commissioning to after-sales. More than 600 offline stores nationwide have settled in shopping centers.

The author believes that the integration of smart home + traditional home products has become one of the current mainstream exploration directions. The whole house smart enterprise will cooperate with home appliance, home furnishing and decoration companies to create a full-scenario solution integrated into the smart home to serve customers together.

And some traditional home furnishing and decoration companies are also looking for ways to introduce suitable smart companies.

Due to the maturity of the smart home market, this phenomenon will increase, and alliances with the theme of smart installation may appear frequently.

In this kind of alliance, smart home companies use the channel and customer advantages of traditional home brands to accelerate business development. Traditional home furnishing companies introduce intelligence to further enhance the competitiveness of their product solutions.

Quoting IDC statistics, in the first quarter of 2021, China's smart home equipment market shipments were 46.99 million units, a year-on-year increase of 27.7%. It is estimated that the annual shipments may reach 250 million units.

In addition, in the real estate hardcover package, some smart home categories have exceeded 50%, and the situation is gratifying and pressing.