With the intensification of the overall economic situation, the adjustment of real estate, the Sino-US trade war, environmental protection requirements are getting higher and higher, supply and marketing costs have increased significantly, and channels continue to change; in the fast-paced era, Internet technology has become increasingly mature, and new consumer groups have The demand for home decoration companies has forced them to transform from "home ownership" to "home ownership", and decoration has emerged to accelerate development.
With the rise of one-stop home furnishing demand, the entire pan-home furnishing industry chain has embarked on in-depth changes and deep reshuffles. Against this background, leading home furnishing companies have taken the lead in exploring brand upgrades and track switching.
As one of the first industry-leading brands to set foot in the field of large home furnishings, Dongpeng proposed the concept of large home furnishings as early as 2001. From the establishment of the Pan Home Furnishing Alliance-Champions Alliance, to the current composition of the six major home furnishing divisions, through Together vertically and horizontally, we bring together complete home decoration, DPI imported ceramic tiles, ART+ artist ceramic tiles, Dongpeng auxiliary materials, Dongpeng Green Home wall panels & wooden floors, to achieve strong alliances and resource sharing; at the same time, we continue to integrate internal and external resources to create the ultimate The supply chain platform and excellent operational capabilities have made gratifying achievements in the field of large home furnishings.
Among them, the Dongpeng Complete Home Furnishing Division is responsible for the implementation of Dongpeng Group’s large home furnishing strategy. Against the background of the increasing market share of complete decoration and fine decoration, the Dongpeng Complete Furnishing Division continues to export brands and complete furnishings. With its installation space solutions and efficient supply chain solutions, it has quickly spread into the market in the home furnishing field and has gained a good reputation.
So, what are the advantages of Dongpeng Home Decoration compared with other traditional decoration companies? How do they provide a one-stop solution for home decoration and move-in with a bag? What is the operating model of "Pengzhu"? ........
Luo Yong (left), general manager of the Home Furnishing Division of Dongpeng Holdings
Tencent Home | Shell Tile Channel General Manager Zhang Yingquan (right)
With these questions, on November 19, 2021, the column team of Tencent Home | Shell Tile Channel Brand "Change Maker" walked into Dongpeng Group and discussed the whole decoration process with Luo Yong, general manager of Dongpeng Holdings Home Furnishing Division Trends and operating models.
Four dimensions of business model,
A blueprint for developing the complete assembly market.
The delegation learned from the discussion with Mr. Luo that Dongpeng Home Decoration has always been product-centric, focused on user solutions and experience, and created added value through services.
At the same time, with the four-dimensional business model as the fulcrum, Mr. Luo said that the first is a business model with "products" as the core, focusing on product innovation and differentiation; the second is a "product + service" "Business model, products integrate services, and then output as a whole; the third is the business model of "service + product", which is service-oriented and realizes the user value of the overall service through products; the fourth is the business model of core services , providing overall home solutions.
Mr. Luo said that the current domestic home decoration market has developed from bulk, semi-contracted, and all-inclusive to today's fully furnished homes. Consumers need more worry-free, labor-saving, time-saving, and money-saving home decoration methods. They need to buy individual items in the past. Products upgrade to purchase the entire space. Faced with the increasing number of new generation consumer groups in their 80s and 90s, they need "turn-up and move-in" home decoration services. Therefore, through these four business models, they can well promote the integration of various categories within Dongpeng Group. Integration to form a complete solution output and lay a solid foundation for market development.
Brand empowerment,
An incubation platform for innovative businesses.
Dongpeng Group has developed to this day and has strong platform empowerment and incubation capabilities. Mr. Luo said that the home furnishing division serves as an incubation platform for innovative businesses in addition to Dongpeng’s mature business. Among them, the longest established The division has been in existence for 10 years, and the youngest is only two years old. Because each brand is in a different field, has a different development stage, and faces different competitive environments, it is still necessary to develop new marketing communication content in terms of business and product iterations. , re-establishing a new consensus on communication with consumers.
At the same time, the Dongpeng Home Furnishing Division is responsible for the strategic construction of the entire Dongpeng Home Furnishings. Mr. Luo said that nowadays, more is still focused on the bathroom and ceramic tile sectors, which covers all kinds of our hard furnishings. Products, such as the construction part, can basically be done at home, but one problem is that the competitiveness of each category (auxiliary materials) is still weak in its mainstream battlefield, and it still needs to be precipitated.
Therefore, faceAs it is difficult to break through the situation of a single category, all major sectors need more complementary cooperation, resource sharing, active exploration, and proactive search for the possibility of ecological closed loop. Join hands with service providers, establish a win-win cooperation mechanism, efficient division of labor, and close cooperation with franchisees to jointly serve Users provide high value-added and standardized decoration services, and use a more integrated, transparent, and digital decoration method to provide consumers with design solutions that are more suitable for their lifestyles and a clearer decoration and stay experience. Through one-stop An overall solution that is user-centered.
Full-link digital information platform,
Help improve operational efficiency.
In response to the call of the national digital empowerment strategy, Dongpeng took the initiative to carry out digital strategic transformation. Among them, the full-link digital information platform launched in October this year is a highly innovative improvement.
Mr. Luo mentioned that this platform is not a closed platform, it is an open one, which mainly covers three aspects: First, it is relatively open to the use of our existing stores, for example, it can be used independently. , decentralization and fission; second, it is relatively open to our group, covering not only foremen and craftsmen, but also designers, empowering and guiding them; third, it is also relatively open to cooperation between the headquarters and the headquarters Yes, in the future, other companies can register and export their own services on the platform, and our platform will dispatch orders for them and they will provide services.
Mr. Luo also shared the system’s ability to empower terminal franchisees. He mentioned that franchisees that have transformed from home building materials have one characteristic, that is, the order logic in the past was modeled on single products. Integrating orders and placing orders is cumbersome, but our system is no longer simply about querying, purchasing, placing orders, or integrating orders. It is just like shopping in an online mall, which can be visualized and operated with one click; Second, there will be a business school on the platform that empowers franchisees, including decoration guides, training materials, etc., which will greatly improve franchisees' operational capabilities; third, it will output a digital operation management system, which will replace the role of financial analysis. , directly export operating data for analysis, and help franchisees make decisions through reports; fourth, it also has a digital drainage module, covering user fission, distribution system, online live broadcast, etc., to help franchisees conduct user operations and transformation; the last one , is the craftsman platform, which is equivalent to giving craftsmen or designers a platform to receive orders and share our order resources.
1+N operation model,
Pengzhu is located in various communities.
Dongpeng Home Decoration has always relied on the advantages of Dongpeng Group to integrate main materials, design, decoration, logistics, services and other resources to build a national delivery sharing platform and build Dongpeng's existing product supply chain into a With core competitiveness, Dongpeng has more than 6,000 outlets, three-level logistics warehouses, and many years of circulation in the country, forming excellent supply chain genes in logistics and distribution.
Nowadays, Dongpeng can basically output its own hardware products. Starting from the source of the manufacturer, it can ensure the controllability and certainty of the product, thus ensuring the user experience.
In the communication with the delegation, Mr. Luo mentioned that as the quality of life of consumers continues to improve, Dongpeng Home Furnishing’s strategy has been upgraded this year, from partial decoration to complete decoration to ecological construction. Products, brands and teams have also been reorganized and integrated. In order to become users' most trusted lifelong service partner in home life, the professional service brand - "Pengzhu" has been launched.
Mr. Luo said that Pengzhu’s positioning is to connect and deliver services in the form of a community service store, such as complete decoration, partial decoration, modification, renovation, maintenance, house inspection, etc. Dongpeng Complete & Pengzhu” 1+6” service product system, specially entering the community to serve consumers.
Pengzhu small stores are mainly distributed in communities or surrounding business districts, providing high-frequency services at close range to users, realizing the transformation from a single game to multiple games. That is to realize the operation model of one large store in a city, plus N or countless small stores. Generally, there will be a community line 2 to 3 kilometers away. According to the needs and characteristics of the community, customers can be provided with decoration, old renovation, etc. Services, including on-site measurement, design, and construction, are delivered in an integrated manner. In the follow-up services, we continue to maintain high-frequency interactions with owners to enhance user experience.
Mr. Luo said that community stores like Pengzhu Store, which integrates multi-category home improvement services, no longer just sell single products, nor just services. They break the original limitations of traditional stores, starting from low-frequency The consumption model is moving towards a high-frequency consumption model, maximizing the value of physical stores, and then getting closer to users and becoming friends and neighbors with them.
Therefore, Dongpeng's strategic direction has changed from the original circulation thinking to user thinking, and the decoration thinking has been upgraded to a "home service" thinking, to realize the retailization of decoration, establish a community commercial body, open up the whole link, and build a new era of user living. ecology.
Start again,
The six major business divisions jointly solicit investment.
Dongpeng Group has been in the field of large home furnishings for many years. Since the first joint investment meeting was held in July this year, the response has been enthusiastic. Mr. Luo said that through online live broadcast, more practitioners and investors can have a comprehensive understanding of Dongpeng. Peng's comprehensive advantages and franchise policies.
Tencent Home | Shell Ceramics Channel, as a giant platform deeply focused on the home furnishing industry, follows the trend of the Internet, takes integrated marketing and technology research and development as its core, seizes the interest relationship between consumers, brands, and dealers, and uses precise interactions to The effective combination of mechanism and new communication methods closely integrates the three, thereby establishing a strong relationship chain through the Tencent Home|Shell Tile Channel.
This time, Dongpeng Group once again joined hands with Tencent Home | Shell Ceramics Channel to launch the second online joint investment meeting, which is bound to give full play to the respective advantages of the six major sectors of Dongpeng Home Furnishing Division. In the future, the home furnishing division will continue to integrate resources and share the ecology, so that more franchisees can learn about Dongpeng and join the big family of Dongpeng.
