Co-creation and Co-construction —— A new mode of cooperation between home appliance brands and real estate developers
V nedávne roky, s the economic development and zmenšovanie realita nehnuteľnosti scale, the home appliance market has also was was ovplyvnený na vstúpiť the stock market. The three-year epidemic has made the home appliance market difficult to move forward under pressure. While the growth of home appliance market is slow, all home appliance enterprises are looking for new revenue growth points and market opportunities. On the one hand, we set out to lay out new energy, medical care and other business sektory with high revenue and good market prospect. On the other hand, home appliance enterprises are constantly exploring new modes and methods for the development of home appliance business.
Na prítomný, online trh z domov spotrebiče je chytený v v vír z cena vojna, a prevádzka of offline reťazec trhy je zablokovaný. Domov spotrebič podniky otočiť ich oči na zdroj z používateľov' domov zariadenie dopyt-nehnuteľnosť. It je vlastne a win-win opatrenie na prehĺbiť spolupráca s nehnuteľnosť s domov zariadenie scéna dokončené výrobky to sú viac viac v linke s užívatelia' skutočné životné podmienky.
Od obstarávanie do spoločná výstavba
In the 1990s, with the rise of real estate, the home appliance industry also developed rapidly on this high-speed train. At that time, real estate development and construction were the main business entities of real estate enterprises, and the production and operation activities of home appliance enterprises also revolved around optimizing technology, upgrading product functions, increasing production capacity and competing with foreign-funded enterprises for market share. For a long time, the cooperation between home appliance enterprises and real estate enterprises is to become a cooperative supplier of real estate enterprises and provide finished home appliances.
Po takmer 30 rokov z rozvoja, na prítomnosti, investície škála a predaj z nehnuteľností are klesajúci rok o rok, a výrobky z domov spotrebiče priemysel sú kvitnúce s ich vlastné vlastnosti, a technológia je neustále zapojené, a podnikanie z domov spotrebiče podniky is spread all over the world. S the end of the era of staking, the realita a home spotrebiče odvetvia have entered a periodic of transformation and development, and the cooperation mode between home appliance enterprises and real estate enterprises has also undergone new changes. Some home appliance enterprises deepen cooperation with real estate developers, combine the advantages of both sides to create and build together, and develop home appliance products a scenár riešenia z používateľa dopytu strany.
v máj, 2022, šéf elektrina spotrebiče, a kuchyňa spotrebič značka, spojený ruky s s vanke and caizhu na držanie konferencia of "Budova a zdravý budúcnosť s vzájomný reťazec". na the konferencia, šéf elektrický spotrebiče predstavený the varenie technológia schéma of a zdravý svetlo kuchyňa sada prispôsobený pre Vanke-the ultratenký žiara kapucňa 5001S s tenký technológia a iba 18cm hrúbka, a začatý spoluvýstavba projekt of the ultimate umývačka riadu spoločne postavený by šéf. in jún, 2023, at KBC výstava, jiumu sanitárny ware oznámený že to to mal stať a dodávateľ of Vanke's all-category customization cooperation, and released the unique series of bathroom products scene solution jointly created by Vanke and caizhu, from single product to scene solution, and the cooperation between home appliance enterprises and real estate developers continued to deepen.
Meeting housing demand is the business of real estate developers. The daily living function needs should be realized through home appliances. Only by living in peace can we live in peace and contentment. To promote the high-quality development of residential construction in the new era is to provide solutions that better meet the needs of human settlements. How to combine "human demand" with "home function" is a problem that home appliance enterprises and real estate developers need to think about from the supply side.
The "2023- Insight into Global Consumer Trends" released by Mintel shows that self-exploration and consumer co-creation have become a trend. In the post-epidemic era, consumers are eager to pay attention to themselves again, and brands can help them explore new personality identities. Enterprises are adapting to the new model of consumers as co-creators. It can be seen that changing the production and supply mode is the inevitable result of conforming to the development trend under the situation of changing user demand and market development trend. Zhang Yi, CEO and chief analyst of Ai Media Consulting, pointed out: "In the past procurement mode, the decision of product form and function was made by home appliance manufacturers. As young consumers pursue personalization, co-creation and co-construction to determine the final form of products from the demand side may be a great driving force to attract and stimulate consumers to choose or buy in the future. " The co-construction of home appliance enterprises and real estate developers is a transformation from production mode to supply scheme.
Interné a externé výzvy
Pretože the the skutočné bývanie potreby z spotrebiteľov sú ovplyvnené mnohými faktormi, vrátane krásy, funkcie, bývanie podmienky a so na, domov dekorácia a domov spotrebič výber mať vždy byť a záhada problém. Preto , pre domov zariadenie podniky, režim z hlboká spolupráca a spoluvýstavba s nehnuteľnosťami developermi je tiež čelíme mnohým výzvam.
Na the one hand, it comes from home appliance enterprises, who is different from the tradičný retail model. Under the cooperative model of co-construction and co-construction, there are more production process and production requirements. How to make products available fast to test the multi-faceted capabilities of of enterprises.
"In the early research and development stage, Vanke focused on Shanghai, collected the real needs of the post-95} s population among the target customers, and output demand portréty. As a bridge connecting housing enterprises and suppliers, Caizhu has also actively investigationd and visited post-95 users of more than 2,400 customers on the platform, further optimizing the user portrét. " Shao Hongjie, commercial vice president of Jiumu Group, introduced the specific cooperation mode of Jiumu, Vanke and Caizhu. "In the product design and production stage, Jiumu took the lead in organizing the strength of excellent design teams at home and abroad, giving full play to the production advantages of 5G lighthouse factory, and toking products available fast. Nakoniec, Jiu Mu's služba tím spolupracoval s Vanke na pristátie toto séria v model miestnosť of Vanke projekt. "
In the process of user research, multi-platform collaboration, product customization design and production, many links will have an impact on the speed of product launch. Will the production cycle of a specific enterprise be extended? Zhang Yi believes that "if the home appliance manufacturer or the predošlý designer vyrába a sad of drawings, the processing factory will process them, the assembly line will produce them, and the manuál montáž bude určite by dlhšie." toto spolupráca režim bude sila výroba režim z domov spotrebič výrobcovia na upgrade od od 1.0, 2.0 to to 3.0. "The mode of co-construction mus be more komplikované ako pred, ale to môže nie rozšíriť the production cycle and research and development cycle. With the development of science and technology such as smart factories a robot riadenie, výroba efektívnosť bude ďalej vylepšený. "
Na the other hand, the cooperation mode of co-construction is also čelí mnohým externým výzvam. Shao Hongjie said: "In the past, the cross-border cooperation between Vanke and suppliers was only aimed at a single product category. The only series jointly created by Vanke and Jiu Mu is set that covers all kinds of bathroom products, scene design and customization. " Rôzne od tradičné maloobchod režim z jeden výrobok, domácnosť spotrebič podniky vôľa tvár konkurencia s podniky v celku trhu 2c taký as domov, stavebný a celý dom prispôsobenie, v in propagácia proces z priestor dokončený produkty. na the rovnaký čas, ako integrovať the single-space scéna riešenie s the celkovo domov zlepšenie under trend of home zlepšovanie integrácia je je tiež a ťažké bod na be vyriešené.
In addition, according to AVC real estate big data, from January to May 2023, there were 477 commercial residential hardcover opening projects, down 26.4 percent year-on-year, and the hardcover scale was 292,000 sets, down 39.1 percent year-on-year. The decline of the fine decoration market also reveals that users' willingness to purchase fine decoration with a single style and a single product with complex and diverse categories is decreasing. Does this mean that all categories and customizable scene finished products will usher in spring? According to the survey data, most second-time home buyers and young people with heavy work pressure are more willing to accept the decoration scheme of ensuring quality and controlling cost.
In a word, it is of great significance for home appliance enterprises and real estate developers to deepen their cooperation and gradually upgrade their cooperation mode for improving people's living experience and expanding market boundaries. On the basis of ensuring product quality, home appliance enterprises can meet people's needs of worry-free, time-saving and labor-saving for home improvement process and home function experience with various characteristic finished products. With the decline of the fine decoration market and the strong demand for customized and finished products, the co-construction model may become a new growth point for home appliance enterprises to revitalize the industry.