An internal dealer annual meeting revealed the key directions of Lin's Wood Industry in 2022

Not long ago, a private annual meeting of Lin’s Wood Dealers made the home furnishing circle lively. Especially during the press conference, a series of topical posters were gradually exposed, which whetted people's appetite. Keywords such as "multi-category", "customized operation", "traffic expansion", etc. began to surface.

As the most representative new home furnishing retail benchmark, every move of Lin's Wood Industry will have a profound impact on the industry. So, what will Lin's Wood Industry do? What is its strategic direction? What kind of brand will it become? After understanding it through multiple channels, we have some opinions to share with the industry to inspire others.

Keywords: Qualitative change of thousands of stores

An offline home furnishing retail giant is rising

For many traditional home furnishing brands, 1,000 physical stores can be said to It is one of the criteria for entering the above-the-waist camp.

On the one hand, only when the number of stores reaches a certain scale can a brand gradually enjoy the dividends of scale effects in terms of raw material procurement, production and channel occupancy. On the other hand, only when the number and density of stores reach a certain level can it be possible to reach and influence consumers at a high brand level.

Before and after this press conference, we learned a piece of data from Lin's Wood Industry: As of April 2022, Lin's Wood Industry has 770 finished furniture stores around the world. Lin's Wood Industry's customized integrated store segment has also achieved good results with the number of stores designed and under construction at 84, moving towards the goal of building 200 stores throughout the year.

By then, combined with its strong e-commerce operation capabilities, the development speed of offline physical stores will far exceed the expansion speed of traditional physical enterprises in terms of traffic, products and supply chain.

In the near future, Lin's Wood Industry, as an offline home furnishing retail giant, will provide more terminal stores for the entire industry, and of course competition will become more intense.

Keyword 2: ALL In customization

Integrated business formats indicate a new growth model for customization

Whole-house customization is not a new word. After years of market penetration Gradually mature and even intensify. If we continue to do whole-house customization under the original model and only pursue customer orders and sales of cabinet customization, the market will become narrower and narrower.

A very obvious trend is that customization is becoming the “standard feature” of terminal stores. More and more finished furniture companies are integrating customization into their systems to seize this traffic entrance. Today’s hot “whole-home customization” is also making the integration of customization and finished products more logical.

At this press conference, Lin's Wood Industry shouted a resounding slogan-"ALL In customization". Under the existing system, Lin's Wood Industry's "customized fusion store" has achieved the integration of finished products and customization.

Not long ago, Lin's Wood Industry lowered the guide retail price of its whole-house custom-made package package from 29,800 yuan to 26,800 yuan. One of the important reasons is that through the linkage of multiple categories of finished products, customization and soft furnishings, the unit price per customer can be further increased while meeting consumers' one-stop shopping needs.

With the gradual rollout of offline stores, customization is becoming "standard" in Lin's Wooden stores in the future. It will drive the entire customization category toward deeper integration.

For the current hot "whole home customization" war, perhaps in addition to the players who have already put themselves on the table, Lin's Wood Industry will become an opponent that cannot be ignored.

See the article: "Deprecating Prices Against the Trend!" What is Lin's Wood Industry's plan for the 26800 package? 》

Key 3: Digitalization and new retail

Use good tools to make stores “continuously evolve”

A PPT leaked out of this annual meeting made Many people feel the same way.

In 2021, the home furnishing industry will have two seasons: spring, summer, autumn and winter, while in 2022, there will be four seasons: spring, summer, autumn and winter.

In a word, no one has a chance to breathe.

But under such circumstances, the more we remain unchanged, the more difficult it will be. Faster changes require higher response and iteration capabilities. For dealers, it is no longer enough to just act recklessly. They also need efficient digital tools and digital thinking.

Lin's Wood Industry revealed that it will prepare two important tools for dealers.

1. Store digital tools

The future of retail is digital and mobile, pursuing higher efficiency and lower costs.

Digital store tools will free dealers from tedious daily management and store staff from tedious affairs to focus on customer service. The final result will be to release the store’s human resources and improve operational efficiency.

2. Digital shelves

An important part of increasing the customer order value of physical stores is to break the limitations of the physical space of the store.

During a visit to the 3.0 finished product store, we discovered the digital shelves that Lin’s Wood Industry is launching. It can not only place orders on the spot, but also choose from products of all styles and categories, and truly present the free matching of space scenes.

Its mission may be more far-reaching, as it enables Lin's Wood Industry to fully empower offline stores with its digital capabilities and play an important role in the exploration of new retail.

Conclusion

From previous iterative innovations to the various layouts revealed at today's dealer conference, we can see the ongoing "butterfly changes" of Lin's Wood Industry.

Today, Lin's Wood Industry is no longer a simple "Internet home furnishing brand", but a new retail brand with the ability to "sea and land amphibious". The fundamental difference between it and traditional brands lies in its first-mover advantage in C-end capabilities.

In fact, most home furnishing brands are essentially "to B" models, and their ability to understand, reach and satisfy consumers is still far from a true consumer brand. For Lin's Wood Industry, this is precisely its natural genetic advantage.

In the future where new retail will gradually deepen, it may be the key for Lin's Wood Industry to break the conventional growth path and achieve non-linear growth.