In the new consumption era, the building materials industry is showing a diversified trend. Traditional decoration has entered a period of low profit, with very limited development space. Competition in the industry is extremely fierce, and the demand for decoration is constantly changing. In the past, people would go to the building materials market to choose materials at reasonable prices for home decoration. Now, moving in with a bag and pursuing beautiful design has become the home decoration preference of the younger generation. Solutions that integrate various types of floor and wall materials and complete designs have become the first choice. "Wall and floor" "Integrated customization" was born in line with the times, moving from "one board, one surface" to "one space, a new business format".
Today, China's home building materials consumer market is in the competitive stage of shifting from an incremental market to a stock market.
How to jump out of this competitive red sea?
How can building materials companies better implement integrated wall and floor systems?
How to use products to drive terminal sales and development?
How to cater to new consumer trends and give more space possibilities?
On November 17, 2021, the Tencent Home Shell "Change Maker" column team visited the six major home furnishing divisions of Dongpeng Group and discussed "wall and floor integration" with Li Tao, general manager of Dongpeng Green Home, and Dongpeng Green Home Zhou Zuquan, General Manager of Wooden Flooring, explored the new development and marketing model in the future. How to use market sharing, channel resource sharing and other methods to break the simplification of products and break through the single model of direct sales? How to effectively turn to design diversion, drive sales of multi-category products, effectively boost performance growth, and promote the development of wall-to-floor integration?
Li Tao, general manager of Dongpeng Green Home (left) Dongpeng Wood Flooring General Manager Manager Zhou Zuquan (right)
Dongpeng Group·Strength escorts the rapid growth of the two major sectors
Dongpeng Group, which has been established for many years, is about to celebrate its 50th anniversary. Whether it is from the perspective of comprehensive strength in production, products, marketing, etc., or from the perspective of corporate influence, the brand of Dongpeng Group has long been deeply rooted in the hearts of the people, and Dongpeng Group is no longer needed It has undoubtedly become a giant company in the building materials industry. As the two major sectors of Dongpeng Holdings' home furnishing division, the start of wall panels and wooden floors undoubtedly stood on the shoulders of giants.
Therefore, relying on the two major sectors’ perfect production conditions, high-end production equipment, strict quality management system, and persistent attitude towards product quality, wallboard & wooden floor strategically combine to attack strongly and use products“ "Black Technology" has won a good reputation and opened up the trend with "wall and floor integration", so that Dongpeng's "floor and wall integrated store" has been recognized by consumers in a short time.
The two major business divisions of wallboard and wood flooring have achieved rich product categories and specialties by focusing on brand advantages, unifying brand image, standard stores, and multi-category linkage, while establishing a solid and lasting marketing growth map to adapt to the future. Consumer demand in the diversified era leads the development of the industry.
During the exchange, the delegation had an in-depth understanding of their respective fields with Li Tao, general manager of Dongpeng Green Home, and Zhou Zuquan, general manager of Dongpeng Wooden Flooring.
Dongpeng Green Home·Integrated solution for environmentally friendly wall decoration
Li Tao (right), general manager of Dongpeng Green Home; Tencent Home | Tile Channel General Manager Zhang Yingquan (left)
In the communication with Li Tao, general manager of Dongpeng Green Home, we learned about the product system and development strategy of the entire wall system. Dongpeng wall system products are diversified, covering integrated wall decorative panels, interior wall coatings, exterior wall coatings, diatom mud and other wall decoration materials, which can meet the diverse individual needs of modern consumers. Dongpeng Green Home is based on green With the concept of environmental protection and the support of innovative technology, we provide users with high-quality home wall decoration products and overall solutions.
In order to comply with today's market development trends, Dongpeng Green Home attaches great importance to the product line matrix. Mr. Li said that Dongpeng Green Home has transformed from a "wallboard + paving service" provider to a "product integration + integrated customization" Service providers transform and continuously extend and improve the value chain of their products.
As the demand for finely decorated rooms continues to rise, the requirements for the entire wall system are also getting higher and higher. Mr. Li said that nowadays, specialization and refinement of division of labor are definitely a trend. The current decoration techniques are similar, and high-end No customer is willing to pay for superficial design and simple product packaging. However, Dongpeng Green Home uses a store-only approach, uses design as a guide, integrates resources, and provides consumers with more professional wall services.
Donpeng Green Home Exhibition Hall Explanation
Exhibition Hall Appreciation
In the future, Dongpeng Green Home will continue to dig deeper in the field of wall panels, continue to innovate and develop, and create a complete integrated terminal service to fully satisfy all major sales channels, enrich dealer channels, and achieve all-round services!
Dongpeng Wooden Flooring·Multi-category operations help market competition
Zhou Zuquan (left), general manager of Dongpeng Wooden Flooring; Tencent Home | Tile Channel General Manager Zhang Yingquan (right)
When talking about the advantages of wooden flooring, Zhou Zuquan, general manager of Dongpeng Wooden Flooring, explained to us that Dongpeng regards "green development" as its core strategy, integrates high-quality resources, and develops six innovative technologies to make Dongpeng Wooden Flooring Breaking the traditional technology, products are continuously upgraded from 2.0 wooden floor (laminate flooring) to 4.0 wooden floor (Super Prince series), and then to the research and development of 40℃ safety floor, which is specially designed for the north where floor heating and heating are installed, and it can eliminate aldehydes and heat. Using solid aldehyde technology, the geothermal environment remains healthy and safe when the temperature reaches 40°C. Every product of Dongpeng Wood Flooring has the powerful properties of waterproof, wear-resistant, formaldehyde purification, safety, environmental protection, and durability.
Exhibition Hall Appreciation
Nowadays, it is difficult for traditional single material suppliers to break through the bottleneck of profit margins. The entire flooring industry is facing a new competitive pattern. Dongpeng Wood Flooring divides its products into high-end and high-end positioning. In order to get closer to young consumers, Dongpeng Wood Flooring launched The four major product series of Yicai series, Luxury series, Wuyou series and Huijia series have greatly enriched the product structure. At the same time, in order to cater to the current development trend and integrate and develop multi-category operations, Dongpeng has broken through the inherentThe model flexibly and innovatively realizes the joint display of ceiling, floor and wall in one store, providing consumers with a more time-saving, labor-saving and economical one-stop home decoration solution.
Mr. Zhou said that Dongpeng Wood Flooring, as an independent section of the listed company, has entered a stage of rapid development after integrating with other sections. With the continuous improvement of living standards, people's concept of home has been satisfied from the beginning. The simple living function has evolved to focus on humanized needs for housing. Comfort, safety, and convenient services are what we have been practicing and pursuing.
In the future, Dongpeng Wooden Flooring will use a new layout and positioning to provide consumers with high-quality green, healthy and beautiful living experience, and present more diversified and exciting development.
Joint investment promotion·Seize the opportunity of wealth on November 24th
Dongpeng wall panels & wooden floors are two major sections that are "consumer-centered" and combine the concepts of wall and ground integration and space aesthetics. They move from one panel and one wall to a whole space, which can highlight the advantages of home design. overall effect.
In addition, unique customized products can be planned according to different design styles. This innovative marketing model can effectively attract traffic, increase terminal customer flow, and boost store sales. At the same time, Dongpeng Group implements the 1+ model, combining multiple categories of products to realize market, channel and resource sharing. Realize the investment of one store, the products of two stores, and the income of three stores, solving the current situation of fierce competition and difficulty in survival of operating a single product, effectively increasing the store entry rate and customer order value, and easily helping you to open a store profitably.
Therefore, on November 24, the six major business divisions of Dongpeng Group jointly solicit investment and use the form of online live broadcast to gather strength to explore development trends with you, understand products and franchise advantages, and lock in the Tencent Home Live Broadcast Room. Seize wealth opportunities in advance.
