How can lifestyle content and aesthetics be used to create new premiums？
Xin Fumin, the chairman of Shiningman Home Furnishing, said that in the past two years, the company has made coordinated efforts in multiple sectors such as marketing and R&D, achieving systematic breakthroughs from channel operation to product innovation. He emphasized that in the current market environment, product strength is the core support for enterprises. A solid product foundation can inject impetus into the upgrading of user experience and the construction of brand value. As the marketing strategy director of Shiningman Home Furnishing, he mentioned that there are already mature methodologies in the industry for professional product development. In the future, they will continue to learn and promote the in-depth integration of product research and development with market demands.
Pang Li, the chairman of Daxin Home Furnishing, pointed out that the ability of the enterprise's self-research and development team is the core. Design cannot be purchased or copied. The self-research and development team's perception of brand taste is the key to differentiation. At present, consumers' aesthetic standards have been raised by Xiaohongshu. If brands lose their design dominance, they will fall into a passive situation.
He believes that in the future, the home furnishing industry will differentiate into product-oriented and delivery-oriented brands, with the former requiring in-depth innovation in design and craftsmanship. This year, Daxin has launched the "Finishing Touch Process", which enables low-cost pattern customization on paint-free boards through techniques such as ink dyeing and fine engraving, opening up a space for non-standard customization. The implementation of design and craftsmanship relies on the digitalization of the supply chain. The higher the degree of customization, the more system support is needed. Currently, Daxin can achieve an average delivery of customized products within 4 to 7 days.
Chen Haoran, the founder of OOD Lifestyle Customization, believes that to create lifestyle products, it is necessary to restructure user demands from a cultural perspective during the market's sedimentation period. For instance, when it comes to French-style products, what Chinese consumers truly need is a sense of "relaxation" rather than simply copying French-style forms. At present, Chinese lifestyles are diverse but lack a unified symbol. Most brands regard "lifestyle" as a traffic tool. As a bridge between culture and products, we need to meticulously refine our products and guide consumers to recognize a high-quality life.
Zhang Zuoqi, vice president of Zhongzhixin Home Furnishing, said that the company has always adhered to Eastern living habits, taking Eastern style as the core positioning of its products. At the same time, it integrates Eastern culture with board and wood structures. For instance, the Perth 3.0 series is developed through four dimensions: space, form, color and craftsmanship. This year's Guangzhou Building Materials Fair will showcase the Dongfang (Yunqi) series, continuing to focus on board and wood craftsmanship and striving to be the top in the industry. He emphasized that in the face of market changes, the enterprise adheres to the concept of "not blaming the market and doing well in itself", focusing on product research and development, design and high-quality delivery. This has been the unwavering commitment of Zhongzhixin for 31 years.
Zhang Yu, the general manager of THOR, believes that the home furnishing industry should not limit its products to a single material. The core lies in conveying diverse lifestyles. THOR, made of stainless steel, presents an American lifestyle, meeting the functional requirements of damp scenarios and providing a practical response to daily life scenarios. She emphasized that the key to presenting a lifestyle lies in "genuine beauty", that is, making the product truly fit the user's life scenarios, rather than showy material piling up.