After experiencing rapid expansion in the past few years, China Home has ushered in the opportunity to meet the industry 4.0, innovative technology, innovative channels, innovative products are coming. In the context of today’s new economic cycle, what aspects of the big home industry should focus on in order to continue to develop steadily? In order to explore the new program, on December 13th, the “Decoding Archimedes – 2018 China Home Industry Development Forum and New Wave Awards Ceremony” jointly sponsored by Sina Home and Leju Home was launched in Beijing. Nearly a thousand elites in the home industry gathered to talk about industry trends, explore innovative solutions for the home industry, find promoters in the home industry, and keep up with the times.
In addition, Wei Xiaofei, general manager of Leju Home Media Group and general manager of Sina Home, released the “Three New” strategy in 2019, deputy general manager of Leju Home Media Group and editor-in-chief of Sina Home Dai Wei published a content plan around the home 2.0 layout and a Sina home media strategy release speech. Sina home tracking reports throughout the entire process, bringing the latest exclusive information.
Focus: A new strategy under the new home cycle
In the era of multi-industry integration and digitization, innovation is getting farther and farther, new The efficiency brought by the model is more prominent. At the meeting, Wei Xiaofei, general manager of Leju Home Media Group and general manager of Sina Home, released the development strategy of “New Media, New Advertising, New Tools” in 2019 to create a comprehensive media platform.
In terms of new media, Leju Home will redefine new media with media credibility, platform penetration, industry insight and user aggregation. The two major platforms in 2019: Sina Home and Leju Finance will be positioned as an integrated marketing platform with media attributes and a leading position for branding and communication of home enterprises.
In terms of new ecology, Leju Home will further realize the content of advertisements, and let consumers be willing to accept advertising behavior through professional ability; use big data and artificial intelligence to achieve accurate dissemination of content; At the same time, resource integration and intelligent delivery are used to achieve coverage of the scene; in the end, efforts are made to turn the audience into fans and generate “power of onlookers”.
In terms of new tools, in 2019, Leju will launch a mobile social intelligence marketing solution called “Lighthouse”. Its main functions include: intelligent marketing tool matrix, cross-platform content push, data management and personal IP creation, and finally set up a new application scenario, releasing all social energy.
Wei Xiaofei said that Leju will help brands deliver the most accurate users through marketing and brand-level media and smart advertising platforms. Especially in terms of media content, Wei Xiaofei said that Sina Home will create a comprehensive media platform from the three dimensions of resources, channels and users, and launch a trump card to serve consumers. And Leju Finance will launch several major columns in 2019, such as “7 × 24 hours”, “70 years 70 enterprises”, the distribution of high-quality content to different platforms, in order to maximize the effect, content accuracy. LeTeng Home was released at the end of 2017. Today, the 2.0 version of LeTeng Home will be fully upgraded from the perspective of new ecology and new tools in 2019.
Speech: Content Economy and Brand Potential
In the oligarchy that resources and capital are increasingly concentrated, the home industry needs not only If you invest in hard power, you need to develop soft power. Content and brand is the breakthrough point for home furnishing enterprises to take a higher level. At the conference, deputy general manager of Leju Home Media Group and editor-in-chief of Sina Home, Dai Wei, and Ma Qi (global) co-founder of brand management, Wang Zude, respectively brought the “The Opening of the Home 2.0 Era: Sprint Marathon Run” and “Let Brands become competitive, and share their thoughts.
Deputy Director of Leju Home Media Group and Sina Home Editor-in-Chief Dai Wei said that at present, there are three major changes in Chinese society: one is that unique content has become a new traffic portal. Second, the rise of mainstream consumer awareness; Third, the popularity of mobile Internet tools makes it easier for friends to build. The media has played an important role in this trend, and the media’s strategy of focusing on speed and depth is very consistent with the characteristics of these times and generates great value.
At the same time, Dai Wei also announced the 2019 Sina Home’s media strategy, including news, information and design. Currently, these three sections have representative columns. In the future, we will continue to deepen and expand the scope of content innovation to witness the new development of the home industry.
Maggie (Global) brand management co-founder Wang Zude brings a speech on “Let the brand become competitive”. In today’s highly globalized era, the importance of brands to business development is self-evident, and the brand competitiveness of the home industry is gradually emerging. How to shape the brand, build the brand, and promote the brand, Mr. Wang brought enough examples and analysis.
Mr. Wang from the safety of IKEA Huawei, and then to the secrets of longevity of brands such as LV, Rolls Royce, Burberry, Mercedes-Benz, etc., shows the commonality of brand building: It is a team, one As a result of the creation of a group of strivers for a goal, the brand connotation is therefore broad. In today’s business climate, business owners not only need to operate brands externally, but also internal, because successful brands are often generated from within the company and become market-seekers.
Forum Focus: Innovation in Retail, Channels and AssemblyThe border industry
The home industry has been working for more than 30 years, and now it has ushered in the digital ability of the technology Internet forces. How to develop rapidly in the future in the new era? How can household enterprises adapt to the trend of technology and endogenous cracks become long? It is a topic worth exploring. At the annual meeting, the new retail and new channels, the two-package forum gathered a number of industry big coffee, and collided with many wonderful views.
At the forum of “Finishing – Leaping Innovation of Advanced Products”, Chen Hui, Chairman of Dongyi Risheng, was the forum sponsor and moderator, and elaborated with many guests. The development and changes of the trend of the whole assembly. Participants included Wang Micheng, President of Hongyan Electric, Wan Xuebing, Vice President of Qijiao, Ye Long, Chairman and CEO of Ziguang Property, Tao Jupeng, Managing Director of Mango Tiles, Zhang Jingyu, Chairman of Meichao Group, and Wang Rui, CEO of Orange House.
The forum site, the guests not only focus on the whole set, but also talk about emerging technologies – 5G, smart home and other aspects, as well as the transformation of the home industry The current ecological status and future trends of the overall industrial chain of the home.
At the “New Retail and New Channels: The Stars of Home 2.0” forum, Li Jiacong, the general manager of Shangpin Home, was the forum sponsor and moderator, focusing on the home with the guests. The new retail has been shared and summarized. Zhao Jianguo, Chairman of Jimei Home, Lu Weijia, Chairman and President of Asia Group, Chen Wei, Vice President of Boss Electric, Wu Nani, Vice President of Qumei Home, Wu Xingjie, Executive Director of AUPU Op, Li Hongyao, Director of Federal Furniture Group, Zhang Yan, Deputy General Manager of TATA Mumen Participated in the forum together.
A consensus in the forum discussion is that “new retail” has become a trend vocabulary very fast, and attempts in the home industry are still in the groping phase. However, the channel changes involved in the new retail industry will indeed have a major impact on the home industry. The entrepreneurs who are in the front line of the home have a deeper understanding and feel the same: to bring better products, services and experiences. To consumers, it will not lag behind the trend, but also the essence of business competition.
In addition, at the forum of “Ask the Question”, Zhang Kai, Chairman of Jiusheng Floor, was the forum sponsor and host, and exchanged the frontiers of industry, life and times with the guests. explore. Guests include Jane Eyre Home Brand Director | Jane Life Founder Ye Zi, Yun Shi Tong Group General Manager Chen Guanhan, Bayfield International Chairman Luo Yiran, Grammy Group President Yang Yuan, Ou Ya Da Commercial Holdings Group Chairman Assistant and Supply Chain Peng Cheng, general manager of the financial company, Lin Yuanling, deputy general manager of the international famous furniture (Dongguan) exhibition, Lin Youyu, executive vice president of Champion Building Materials Group, Dai Xianyan, general manager of the current decoration.
Highlights: “New Wave” insight into the past, leading the future
The highest moment of the annual meeting belongs to the “New Wave” festival. The 30-year development of the home has created a wave of leaders who are catching up with the trend of the times. They have created a benchmarking enterprise in a sub-sector, or they have led a trend with a new type of product innovation. Undoubtedly, they are the era of innovation. A group worthy of attention.
At the annual convention, the conference first revealed the “2018 Home Innovation Marketing Award”. “Red Star m+, China High-end Interior Design Competition”, “Fussenmei Home – New Youth·Dream”, Qumei “still rejuvenating, ecomagination” green box three projects, because it represents the design field and content innovation Award winning.
The most important thing in the festival is the “New Wave” award, including the character award and the brand award. It is reported that the selection has been evaluated by national experts and scores. In the end, a national jury composed of authoritative academic research institutions, financial and economic fields, mainstream media and a number of heavyweight experts composed more than 200 experts selected the final winners to ensure fair and objective management of corporate CEOs in the home industry. The professional selection has won continuous and enthusiastic attention from the whole industry.
“New Wave” is divided into characters and brand awards. Among them, the character category includes 10 groups of awards, industry drivers, elites, youth pilots, and store managers. A total of 100 industry leaders won the award; the brand category includes brand reputation, influence, and consumer trust brands. A total of 29 annual awards, including product design innovation, and 290 outstanding brands were on the list.
In the final session, the “Special Contribution to Industry – Thinker” special award was also presented, honoring industry experts who have followed the home industry for many years. In the new development period when the “new economy” has become a gathering point, what new markets can the “new fulcrum” of the home industry be able to shake? We will wait and see in 2019.
(provided by Shenyang Building Materials Network) <
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