The "marriage" between home appliance stores and the home furnishing industry has become a new phenomenon in the retail industry.

Recently, Suning Tesco Guangzhou Dart Plaza Yundian re-installed the home furnishings business of Shangpin Home for the first time. Guangzhou Gome will also welcome new customers in the Ouyada home at the end of this month. Home appliance stores are accelerating the marriage with the home industry and becoming a new phenomenon in the retail industry.

However, in the context of the slowdown in the growth of the home appliance market and the pre-installation of home appliances, it is still necessary to observe whether the two groups can warm up during the winter.

Liu Zhiyang, assistant to the president of Suning Tesco's kitchen and bathroom home improvement company, told the First Financial Reporter that Shangpin's home improvement business and other home improvement businesses entered Suning stores, and Guangdong is the first place. Guangzhou's whole-house custom industry, Foshan's furniture and sanitary ware industry, and Zhongshan's lighting industry are relatively mature. In 2019, Suning will increase its local investment in Guangdong. At present, the home improvement business in Guangdong accounts for the proportion of Suning's national equipment business. Sixty-seven percent.

Since the opening of the platform in 2013, Suning Tesco has cooperated with thousands and tens of thousands of home improvement brands. The home products of online channels are mainly standard products, and the products with strong experience are extended in stores.

Liu Zhiyang analyzed the reasons for the accelerated development of Suning's home improvement business this year. First, the capacity of home improvement building materials market is large. Secondly, from the whole house design and selection of building materials to the purchase of furniture and home appliances, the service chain is long and the space for improvement is great, so Suning vigorously develops. The revenue of Suning's home improvement business will exceed 10 billion yuan this year, and it is expected to maintain a 150% growth rate every year for the next two or three years.

Talking about the cooperation mode, Liu Zhiyang said that Suning provides online and offline traffic and issues Suning's invoices to users. The two parties are not only the relationship of venue leasing, but jointly provide better services for users. At the same time, Suning only chooses a whole-house custom-made brand cooperation, including the exhibition area in the store, about 400 square meters in Europe, and about 150~200 square meters in Shangpin home and Sophia. "In 2019, 200 to 300 independent stores (home-owned brands with independent display areas) and 1,000 integrated stores will be promoted across the country (including home and home appliance brands)."

Another home appliance chain, Gome, has transformed from a home appliance retailer to a home-based overall solution provider, and has more and more cooperation with the home industry.

According to Li Juntao, senior vice president of Gome Retail, Gome has reached strategic cooperation with cabinet brands such as Europa, Zhibang, Gold, Piano and Ile, and explored the experience space for customized kitchen appliances. It is expected to enter 200 stores in 2019. . Gome has also launched a home improvement business with love space, big tree decoration, and home decoration. Now it has introduced home improvement business in 146 stores, and plans to enter 211 stores throughout the year. At the same time, it is expanding its business with the home appliance as its axis. In the first nine months of this year, Gome's central air-conditioning sales increased by 80% year-on-year, and floor heating sales increased by 145%.

In the Guangdong market, South China Gome cooperated with building materials and home furnishing chains such as Ou Yada and Bohuang in the second half of this year. Qiu Fuzhou, director of the investment promotion of Bo Royal Residence, revealed that the first is the preferred store cooperation between the two parties; the other is the cooperation between the two sides in advertising resources. At present, the cost of single-person drainage is 200~300 yuan, the cooperation can reduce the marketing cost; the third is the mutual diversion of customer resources, home improvement and Home appliance users are one, home customization to achieve the integration of the two, users who buy home building materials can buy electricity, buyers of electricity can also buy home products.

Ma Yang, general manager of Guangzhou Gome, told the First Financial Reporter that in the future, Guangzhou Gome's stores could even turn part of the space into a home store. Previously, Shangpin's home has been stationed in Gome, Guangzhou Zhongshan Road, and the cooperation between the two sides has achieved good results. In the future, the scale of cooperation in home appliances and home furnishing will expand. "On the one hand, it saves the decoration cost of the store, on the other hand, it can also integrate the electric appliance into the home scene for sale."

“Gome has the advantage of core storefront, and home furnishing enterprises have design advantages.” Mei Dunjian, assistant general manager of Guangzhou Gome, added that the cooperation between the two sides, complementary advantages, can share rent and drain each other, and everyone benefits. "Promoting the sales of the home industry through the flow of Gome; at the same time, through the flow of Europa, etc., it also drives the sales of Gome."

Liu Jun, vice president of marketing at Ou Pai Furniture Group, admitted that in 2018, all walks of life felt the downward pressure on the economy. Faced with the trend of “integration of cabinet electricity” and “integration of kitchen and food”, Gome and Europa have the need for transformation and upgrading. Since the signing of the European and Gome in August this year, the two sides have cooperated with more than 20 stores. I hope that in the future, Europe and the United States will empower each other and work together to tap into the greater potential of the kitchen economy.

Yan Liang, president of the China Chain Store & Franchise Association, told the First Financial Reporter that the marriage of home appliance retailing and home building materials industry is a retail innovation that can provide consumers with one-stop design from home decoration design, home building materials to household appliances. Service.

However, in the process of cooperation, the most important thing is the innovation of commodities, and the “pain point” that truly meets the needs of consumers can make the “cake” bigger.

Peng Yi, general manager of Zhongyikang, told the First Financial Reporter that it is expected that the growth rate of retail sales in the domestic appliance market will be only about 1% in 2018 and 2019, and the home appliance market will usher in a real “winter” next year. Consumption upgrades, emerging categories and a one-stop full solution are the development direction of the home appliance retail industry.

A regional marketing manager of a color TV company told the First Financial Reporter that the growth rate of the home appliance market is slowing down, and the links for users to purchase home appliances are also on the front, and the sales of their TV sets in the home chain and designer channels have increased significantly.

In this context, the appliance store and the home industry are warming up, and it is still necessary to observe whether it can survive the winter.