The future existence of home shopping mall form
At present, when the effective reform of home improvement elements form the vigorous development, the main organizer of the traditional home improvement elements in our industry - home shopping malls, and its future development direction should be? This is the content to be explored in this article.
It is worth noting that my previous analysis and research all did not bring personal preferences. Instead, I objectively put the facts in reason and revealed the basic laws governing the development of the industry. The analysis of the direction of the direction of the home shopping mall in the past today and in the future is also conducted under the guidance of such objective research.
Since the development of e-commerce, the impact of home shopping continues. Home shopping malls have also been at the center of the development of the industry.

In the beginning, we used the term "offline" or "traditional enterprise" to refer to home manufacturing enterprises and home shopping malls. But gradually, we found that this title does not work because home-based businesses are increasingly involved in online activities. Until one day I find that we can no longer use "traditions" to describe some of the best home-based businesses because the online activities of these businesses constitute the mainstay of e-commerce activity, as these businesses have become increasingly difficult online and offline Draw a clear dividing line between. These businesses no longer treat the online as "them" but "us", and the online e-commerce platform no longer treats them as "them."
However, it seems that the home shopping malls still regard the online as "they", and the online e-commerce platform also regards the home shopping malls as "them."
On the surface, this is the game between the traditional home sales channels and the e-commerce home sales channels. In essence, it should be that the main organizers of the traditional home improvement elements of the traditional home shopping malls are effectively organized in a new home improvement element Change gradually lose the identity of its organizers.
The way home internet shopping has always been my main focus. In fact, my "four basic principles" concerning the transformation of e-commerce in traditional enterprises are based on the countermeasures put forward by the e-commerce development dilemma faced by the home shopping malls before being applied to the internet development of home manufacturing enterprises .

In the early days of home improvement on the Internet, I also had a plan for how to break through an independent home market. At that time, although I did not clearly put forward the concept of "effective organization of home improvement elements", I now look back. In fact, this concept Prototype has been presented in this plan. However, such a plan is hard to accept. Even the suggestion that I rename the mall as a "custom-made shop" was not eventually adopted. The traditional home appliance store business ideas too deeply, even in the face of pressing changes.
Even recently there are home stores to find me, I asked them to make some changes in the direction of their shopping malls. I can not think of the future direction of the home market from the perspective of the development of the electricity supplier or the development of the Internet. Instead, I should think from the perspective of "effective organization of the home improvement elements."
On many occasions, I pointed out that the most important issue that home shopping centers need to think seriously at present should not be the e-commerce or the Internet but how to become an "effective organizer of home improvement elements" in the new situation. This is the issue related to the future life and death of home shopping malls.
If you think from the point of view of the development of e-commerce, we may find that the offline traditional home shopping mall still has advantages in physical experience and pre-sales after-sales service. But we say that this dimension of thinking is wrong.
The key to the future development of home shopping malls is whether home malls can continue to maintain the identity of home improvement factor organizers because this is the basic condition for home malls.
For example: we meet in the industry, in the past are indispensable to the key players from the mall appearances. If an industry congress, the lack of representatives of the mainstream home shopping malls, it seems impossible, it seems no longer be able to be called the industry conference. But now, the industry found fewer and fewer home shopping mall presence, less home shopping malls, conventions are still in full swing.
What does this phenomenon mean? It shows that the home shopping mall is being marginalized and is losing its status as a home improvement factor organizer whose identity is being replaced by other more effective organizational forms.
It is worth noting that I did not say here that home shopping centers are going to launch the historical stage very soon, but simply analyze that home shopping centers are being marginalized. In the current online and offline integration of the new post-retail e-commerce era, the mainstream home shopping mall because of the close relationship with the first-line home brands, and even can have a period of bonus period.
So, the direction of the future development of home shopping mall where exactly?
When answering a question on a shopping mall lately, I simply pointed out that the direction is to "miniaturize and buy handmade."
I am starting from the logic of the home improvement consumer needs to make the above judgments.
The development trend of traditional home shopping malls is more and more, more and more, more and more luxurious. More and more of these are driven by the benefits of commercial real estate while more and more luxury is carried out in the name of user experience.

I have repeatedly analyzed the user experience of home improvement consumers in home shopping malls. When a home improvement consumer arrives at a mainstream home mall unless he is a local tyrant, place the order according to the principle of "only buy the most expensive" , Otherwise there will be the following questions:
1) mall is too big! I do not know where to buy the goods;
2) too many brands! I do not know what brand should choose which products;
3) too many styles! Look at which style is good, but can not be all buy;
4) the product is not complete! Each product category are satisfied with the style, but put together not coordinated, not complete;
5) The price is too expensive! The products of the mainstream home shopping mall are not affordable to average ordinary people.
Therefore, home shopping centers can not simply use luxury to enhance the "user experience," or we can not simply define the user experience as a luxury experience. In fact, the user experience may be manifested in many aspects, for example, the price is cheaper, for example, easier to choose, for example, all kinds of products with more coordinated ...
Speaking of the future direction of the development of furniture shopping malls, may not think of the United States HomeDepot and British B & Q. I have always felt that the development momentum of China's home shopping mall has been so great that the form of home supermarket with more advanced production efficiency tends to be inferior in competition and even Home Depot has finally chosen to withdraw from the Chinese market.
Once I talked to my friend about the new retail issue, my friend said: In our country, there is no retail outside the convenience store. Department stores are not retail, home appliance stores are not retail, home shopping is more than retail. Even retail retail supermarkets abroad, operations in China have also become, to some extent, a rental booth operating model.
Another typical home retail is IKEA. IKEA is retail. IKEA is a mini-mall, and definitely buy handmade.
Home mall miniaturization and buy handmade, mainly in order to optimize the brand and product selection, and is home improvement for consumers to provide a complete set of home products designed package solutions. Obviously, this is an organizational form of a new home improvement element based on the traditional home mall. Compared with traditional home shopping malls, it is possible to achieve "a better user experience and higher operational efficiency."
Finally, the "mini-buy handmade" home store model may be a problem to explore:
First of all, is there any other mode of home shopping in the future? The answer is yes. In addition to miniature handmade home shopping mall, there should be other forms of home shopping malls there. For example, what we can think of now is still still fully provide personalized choice, still follow the "do not buy the best buy only the most expensive" basic principles. The future of this home shopping mall must exist. Or we can regard such a mall as a new balance point that the home mall now keeps shrinking in the future market competition, that is, a home shopping mall serving a few aristocrats.
Future home shopping malls have their own unique positioning, is no longer a big monopoly what has super giant.
Secondly, even small-scale hand-made home shopping malls should have their own unique market positioning to compete differentially with other similar small markets. In other words, each future home market should have its own unique brand value proposition, each market has its own unique market positioning and serve their target users. This is the future of furniture shopping malls need to overcome the traditional business sense, that is large and all hope that all home improvement consumers have become their own users.
The third problem may be the hurdle that may be encountered in the planning of this new home shopping mall, namely, the game with the traditional channels of home brands. This game should not only exist between the new home shopping malls and traditional home shopping malls, but also exist in other new home improvement elements of the organizational structure and the traditional home shopping center channel tradition, which includes the Internet home improvement.
In the game between old and new channels, we should see the difficulties on the one hand, and on the other hand, we should also see the anxiety over the dependence on traditional channels, including the home-based enterprises and their distributors, and the inherent impetus for the change.
Finally, we talk about the future of new home shopping mall how to organize the construction elements of the problem. This issue is not only a major challenge for the future operation of home shopping malls, but also a major challenge to be solved in the organization of other new home improvement elements.
When we describe the new home mall as a "buy-in-hand," we actually have a new way of organizing design elements and material elements. But how to organize the construction elements puts a question mark on this new type of organization because The corresponding construction elements can not be solved properly, this model will not work.