Samskabelse og Co-konstruktion —— A ny modus samarbejde mellem hjem apparat brands og real ejendom udviklere

I seneste år, med den økonomiske udvikling og skrumpende real ejendom skala, den hjemme apparat marked har også været påvirket til indtræden aktiemarkedet. Den treårige epidemi har gjort hjemmet apparat markedet vanskeligt at bevæget fremad under pres. mens vækst af hjemme apparat marked er langsomt, alle hjemme apparat virksomheder søger efter nye indtægter vækst point og marked muligheder. På den ene hånd, vi set ud til lay out ny energi, medicinsk pleje og andre forretnings sektorer med høj omsætning og god marked udsigter. På den anden hånd, hjemme apparat virksomheder er konstant udforsker nye tilstande og metoder for udviklingen af hjemmet apparatet forretningen.

På nuværende% 2c den online marked af hjem apparater er fanget i den hvirvel af pris krig , og operationen af offline kæde markeder er blokeret. Hjem apparat virksomheder drej deres øjne til kilden af brugere ' hjem apparat apparat efterspørgsel efterspørgsel efter fast ejendom ejendom. faktisk af brugere ' hjem foranstaltning til at uddybe samarbejde med fast ejendom virksomheder og give hjem apparat scene færdige produkter der er mere i linje med brugere ' faktiske leveforhold.

Fra indkøb til fælles konstruktion

I de 1990'erne , med stigningen af fast ejendom , den hjem apparat industri også udviklet hurtigt på dette højhastigheds tog. Ved det det tidspunkt , fast ejendom udvikling og byggeri var de vigtigste forretningsmæssige enheder af fast ejendom virksomheder , produktion og drift aktiviteter af hjem apparat virksomheder også drejede sig om optimering teknologi , opgradering produkt funktioner % 2c stigende produktion kapacitet og konkurrerer med udenlandsk finansierede virksomheder for marked andel. For en lang tid, samarbejdet mellem hjemme apparat virksomheder og fast ejendom virksomheder er til blive en andelsselskab leverandør af fast ejendom virksomheder og levere færdige hjemmeapparater.

Efter næsten 30 år af udvikling% 2c at nuværende% 2c investeringen skala og salg af fast ejendom er faldende år med år , og produkterne af hjem apparat apparat industri er blomstrer med med deres egne egenskaber% 2c og forretningen af hjem apparat virksomheder er spredt alle over verden. Med den slutningen af den æra af indsats, den real ejendom og hjemme apparat industrier har indtastet en periode af transformation og udvikling, og samarbejdet modus mellem hjemme apparat virksomheder og real ejendom virksomheder har også gennemgået nye ændringer. nogle hjemme apparat virksomheder uddybe samarbejde med real ejendom udviklere, kombinere fordele ved begge sider til skabe og bygge sammen, og udvikle hjemme apparat produkter og scenarie løsninger fra brugeren efterspørgslen siden.

I maj, 2022, Boss Electric Appliances, a køkken apparat mærke, sammenføjning hænder med Vanke og Caizhu til hold the conference of "Building a Healthy Future with Mutual Chain". At the conference, Boss Electric Appliances introduceret the cooking technology scheme of a healthy light kitchen set customized for Vanke-the ultra-thin glow hood 5001S with thin technology and only 18cm thickness, and started the co-construction project of den ultimative opvaskemaskine fælles bygget af Boss. In June, 2023, at KBC Udstilling, Jiumu Sanitær Ware annonceret at det det havde blevet en leverandør af Vanke's all-category customization cooperation, og udgivet den unikke serie af badeværelse produkter scene løsning i fællesskab oprettet af Vanke og Caizhu, fra enkelt produkt til scene løsning, og samarbejdet mellem hjem apparat virksomheder og real ejendom udviklere fortsat til uddybe.

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.

Interne og eksterne udfordringer

Fordi de faktiske levende behov for forbrugere er påvirket af mange faktorer% 2c inklusive skønhed% 2c funktion% 2c levende betingelser og så på% 2c hjem dekoration og hjem apparat valg har altid været en gådefuld problem. Derfor% 2c for hjem apparat virksomheder , den tilstand af dybt samarbejde og sammen med fast ejendom udviklere er også står over for mange udfordringer.

On the one hand, it comes from home appliance enterprises, which is different from the traditional retail model. Under the cooperative model of co-construction and co-construction, there are more production processes and production requirements. How to make products available quickly to test the multi-faceted capabilities 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 portraits. As a bridge connecting housing enterprises and suppliers, Caizhu has also actively investigated and visited post-95 users of more than 2,400 customers on the platform, further optimizing the user portrait. " 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 making products available quickly. Finally, Jiu Mu's service team cooperated with Vanke to land this series in the model room of Vanke project. "

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 previous designer produces a set of drawings, the processing factory will process them, the assembly line will produce them, and den manuel samling vil bestemt være længere." dette samarbejde tilstand vil kraft den produktion tilstand af hjemme apparat producenter til opgradering fra 1.0, 2.0 til 3.0. "Den modus af co-konstruktion skal være mere kompliceret end før, men det kan ikke udvide den produktion cyklus og forskning og udvikling cyklus. med udvikling cyklus. med udvikling af videnskab og teknologi sådan som smart fabrikker og robot kontrol, produktion effektivitet vil være yderligere forbedret. "

On the other hand, the cooperation mode of co-construction is also facing many external challenges. 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 a set that covers all kinds of bathroom products, scene design and customization. " Different from the traditional retail mode of single product, home appliance enterprises will face the competition with enterprises in the whole market, such as home, building materials and whole house customization, in the promotion process of space finished products. At the same time, how to integrate the single-space scene solution with the overall home improvement environment under the trend of home improvement integration is also a difficult point to be solved.

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.