As the most representative new home retail benchmark, Lin's every move will have a far-reaching impact on the industry. So, what will Lin Wood do? What is its strategic direction? What kind of brand will it become? After understanding through various channels, we have some opinions to share with the industry.
Keywords: qualitative change of thousands of stores
An offline home retail giant is on the rise.
For many traditional home brands, 1000 physical store can be said to be one of the criteria for entering the camp above the waist.
On the one hand, only when the number of stores reaches a certain scale can the brand gradually enjoy the dividend of scale effect in raw material procurement, manufacturing and channel occupation. On the other hand, only when the number and density of stores reach a certain order of magnitude can consumers be touched and influenced at the brand level.
Before and after this conference, we learned a data of forest wood industry: by April 2022, there will be 770 finished furniture stores in the world. The customized comprehensive store plate of Linshi Wood Industry has also achieved good results in designing 84 stores under construction, and is moving towards the goal of building 200 stores throughout the year.
By then, with its strong e-commerce operation capability, the development speed of offline stores in terms of traffic, products and supply chain will far exceed the expansion speed of traditional entities.
In the near future, as an offline home retail giant, Lin Wood's terminal stores for the whole industry will be more abundant, and of course the competition will be more intense.
Keyword 2: All in customization
The convergence of formats indicates the customization of the new growth model.
Whole house customization is not a new word. After years of market penetration, it has become mature and even heated up. If we continue to customize the whole house in the original mode, the list of customers who only pursue cabinet customization and the sales volume will become narrower and narrower.
A very obvious trend is that customization is becoming the "standard" of terminal stores. More and more finished furniture enterprises integrate customization into the system to seize this traffic entrance. Today's hot "overall customization" is also making the integration of customization and finished products more logical.
At this conference, Lin Shu shouted a resounding slogan-"All in customization". Under the existing system, Lin's "customized fusion shop" has realized the integration of finished products and customization.
Not long ago, Linmu lowered the guiding retail price of its whole house customized handbag package from 29,800 yuan to 26,800 yuan. One of the important reasons is that through the linkage of finished products, customization and flexible packaging, the unit price of customers has been further improved, and at the same time, the one-stop shopping needs of consumers have been met.
With the gradual spread of offline stores, customization is becoming the "standard" of Lin's wood stores in the future. It will promote the integrated development of the whole fixed product category to a deeper level.
For the current fiery "overall customization" war, perhaps in addition to the players who have already put on the table, Linmu will become an opponent that cannot be ignored.
See the article: "Go against the trend and cut prices! What is the abacus of Lin's wood industry 26800 package? 》
Key three: digitalization, new retail
Use good tools to make the store "constantly evolve"
A PPT that flowed out of this annual meeting made many people feel the same. 202 1, there will be two seasons in the home furnishing industry, and there will be four seasons in 2022.
In short, everyone has no chance to breathe.
But in this case, the more you persist, the harder it is. Faster change speed requires higher response and iterative ability. For dealers, brute force alone is not enough, but also efficient digital tools and digital thinking are needed.
Lin Mu revealed that two important tools will be prepared for dealers.
1, storing digital tools
The future of retail is digital and mobile, pursuing higher efficiency and lower cost.
Digital store tools will free dealers from tedious daily management, free shop assistants from tedious affairs and focus on customer service. The final result will be to release the human resources of the store and improve the operational efficiency.
2. Digital shelves
In order to increase the value of the list of big customers, it is very important for a physical store to break the physical space limit of the store.
In the exploration of 3.0 finished products store, we found the digital shelves being launched by forest wood industry. It can not only place orders on the spot, but also choose products of all styles and categories, truly presenting the free collocation of space scenes.
Its mission may be far-reaching, bearing the responsibility of the forest and wood industry to fully empower offline stores with digital capabilities and play an important role in the exploration of new retail.
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From the previous iterative innovation to the various layouts revealed at today's dealer meeting, we can see the ongoing "butterfly change" of Lin Wood.
Today, Lin's wood industry is no longer a simple "internet home brand", but a new retail brand with "amphibious" ability. The fundamental difference between it and traditional brands lies in the first-Mover advantage of C-end capabilities.
In fact, most household brands are essentially "to B" mode, and their ability to understand, reach and satisfy consumers is far from the real consumer brands. For Lin's wood industry, this is precisely its natural genetic advantage.
In the future when new retail is gradually deepening, it may be the key for the wood industry to break the conventional growth path and realize nonlinear growth.