This year, I saw two entrepreneurial cases in the home furnishing field, one is Guangzhou Hardware Girl, and the other is the reunion furniture that has recently appeared in public opinion.
Let's talk about reunion furniture. According to public reports, eight years ago, in 212, Luo Hailong returned to Nankang, Jiangxi Province to inherit his family business.
His father left him a furniture workshop, two workers and 9, yuan. Eight years later, Luo Hailong developed his small workshop into a leading enterprise with an annual sales of 6 million, a factory building of over 16, square meters and thousands of employees.
The experience of the rise is probably like this: starting from making accessories, supporting large factories, doing business with applied venture loans, and accumulating experience and capital; To make finished furniture, and then to make set furniture; And with the advantage of cost performance, it opened up the market situation and was once called the price butcher by peers.
This year, Tuantuanyuan Furniture, which he is in charge of, announced that it will join the "New Brand Plan" of Pinduoduo, and will use the mode of reverse customization and integration of product and marketing to create a new brand "Excellent in the Future".
according to public information, Luo Hailong gave up his father's way when he first started making accessories, but explored other directions, and spent a lot of time studying the technology, such as optimizing three processes of low-screen strip into one process, reducing the rate of defective products and finally producing inexpensive accessories.
Then, he went to various enterprises in Nankang to promote sales, and finally won recognition one after another.
It is said that it sold more than 7 million yuan in one year, and it reached more than 15 million yuan in the second year.
Luo Hailong controls the details and cost of furniture to the extreme, making a high cost performance. According to him, under the premise of ensuring quality, provide consumers with lower-priced furniture.
in 214, Luo Hailong entered the finished furniture industry, with sales of 35 million yuan that year, and then entered the e-commerce field to produce Chinese living room series furniture.
According to a public information, Tuantuanyuan sold 5, beds, 3, wardrobes and 1, sofas in 216, and the e-commerce alone achieved 5 million yuan a year.
The research of Daima found that this company is very enterprising in products. Starting from accessories, it gradually formed a series of furniture such as Chinese oak suites, Nordic suites, Korean suites and walnut suites, and participated in the formulation of standards for solid wood beds and solid wood dining tables and chairs.
the whole product logic has a main line and a clear direction, and it is not about doing what you think.
By 22, Tuantuanyuan Furniture will operate "Excellent Future" in Pinduoduo, relying on a strong supply chain to create explosions. At the same time, improve the online shopping experience, such as using VR tools and intelligent design software, so that buyers can see the effect of furniture placed at home.
Compared with various furniture producing areas, Nankang furniture does not have enough influential national brands, but there are still some local leading factories, and group reunion is a latecomer who rises rapidly.
originally, they didn't have a seat. Basically, they got a position by the sudden emergence of Luo Hailong's team, and they wanted to have a place in the national market.
Luo Hailong entered the list of outstanding entrepreneurs at the Nankang 219 conference on promoting the development of non-public economy and attracting investment.
On them, the research on big materials has several inspirations:
First, don't think that the ceiling of the furniture market can't be broken, and opportunities are always lacking. As long as you sharpen your core competitiveness, you will have opportunities.
For example, the group reunion starts with furniture matching, studies materials and costs, and makes the cost performance very high, which has become the enterprise's own advantage.
the second is to seize new mainstream channels and go all out. Tuantuanyuan Furniture didn't take the dealer route at first, and didn't invest all its resources in attracting investment. Instead, it became an e-commerce, and later became a Pinduoduo.
It matched the team's own ability, and did not directly compete with the traditional bosses in the online and offline markets, thus avoiding the sharp edge and winning its own survival place.
thirdly, we are not satisfied with our original achievements, keep innovating and establish the core advantage product line of the enterprise.
in the 8-year development history of Tuantuanyuan furniture, a main line is the gradual expansion of the product line, making matching products and single products, and then making living room series and suite series, and grasping the mainstream style trends such as Chinese, Nordic, Korean and walnut, forming a series of products and establishing a competitive advantage in the product line.
The second entrepreneurial case is "Hardware Girl", which is about two girls who have mastered some skills of room renovation, then recorded the renovation process of the rental house, made a short film and put it on the Internet, attracting many people to watch.
So, the two decided to make a video of renting a house and start an e-commerce business.
Since 219, Hardware Girl has attracted about 2, fans in Taobao. Their stores sell all kinds of rental house renovation items, some of which are invented by themselves, such as special cloakrooms, which can often become explosions.
after having a certain amount of traffic, the hardware girl group decided to take a step further, that is, design tools and supplies for the rental house, then ask the factory to customize the production, and then sell them to the rental group.
On the bilibili, there are more than 71, fans of Hardware Girl, and she has been certified as a well-known UP owner. She has released about 9 videos about the renovation of renting houses, with the viewing volume ranging from more than 3, to more than 1.68 million.
There are also toolbox videos, such as crash courses on electric drills, heightening the feet of cabinets, fixing things on wood, etc. Each video is also watched by about 1, people.
In Weibo, there are more than 42, fans of "Rental Hardware Girl", but as of November 23rd, 22, there were less than 2 Weibo.
The above shared some renovation videos, as well as products suitable for renting houses, such as 4 yuan's cloakroom, hardware girl appliance rack, etc., and also announced live broadcast activities to sell goods through live broadcast.
In the "Hardware Girl" Taobao store, there are 8 products sold, including cloakroom, porch cabinet and shoe cabinet, desk bookshelf, etc. One simple desk has sold more than 7,3 pieces. There are also 1587 shelves on the wall and nearly 1 computer desks and bookshelves.
From the perspective of volume, the income of hardware girls is really small, and it can't be compared with many factories or distributors. However, Daima research believes that they have brought some new ideas to do business.
1. Real people are photographed, and videos of various rental housing renovation, rental housing products and tool operation are recorded. The value of some products is reflected in the videos, which can also drive a certain amount of sales.
Especially in the case of real house renovation, it can attract readers to watch.
2. Their cases tell us that it is absolutely feasible to promote online sales of products by means of videos, pictures and texts, whether in bilibili, Weibo or Taobao.
these products can be cloakroom, shoe cabinets and other furniture products, as well as hardware toolbox and other products.
3. Furthermore, there is nothing magical about the hardware girl. In fact, many operators or salespeople can learn their skills, even recording videos, which is not a big problem.
The key is to rely on interest and execution, whether there is enthusiasm or persistence, to do the things of video+Weibo+Taobao shop to get customers.