Focusing on the design direction, seeking competitive advantage and productivity from the three tracks of designer channels, product design, and design capabilities, has become the direction of many home furnishing companies' efforts.

Not only are the factories working hard to improve design competitiveness; dealers are also looking for ways to demand performance from design. Some sales staff are also trying to make up for design shortcomings, and through the enhancement of design capabilities, they can obtain a higher rate of customer signing.

According to observations, companies that are very concerned about design competitiveness are concentrated in industries such as custom home furnishings, mid-to-high-end home furnishing brands, architectural ceramics, large home furnishing industries, and decoration.

In particular, some listed companies clearly demonstrated the achievements in design competitiveness building in the annual report and listed the list of future plans.

Markor Home: Design Tools + National Industrial Design Center + Design Consultant

In the 2020 financial report, Markor Home mainly mentioned design competitiveness in two sections. The first is the core competitiveness analysis part, which focuses on design advantages, which are also mentioned in previous financial reports.

According to combing, some of the key results include:

• Through a combination of diversified products and styles, using the Magic Box and iMarkor independently developed by Markor, combined with external professional design software such as Kujiale, a one-stop home-buying solution can be realized.

• Markor Home Design Center was rated as a national industrial design center, and 3223 appearance patents were obtained in 2020.

  
  

• Relying on live broadcast through store design consultants, co-hosted e-commerce live broadcasts, IP marketing, short video content delivery, and multiple channels to attract traffic to online platforms and offline stores.

The second is that designer marketing is mentioned in the adjustment channel mode section. In 2021, the key points are several layouts:

• In the cities and new cities that have opened stores, lay out Markor Furnishings' design studios to encrypt and sink the stores, which means that the product chain extends from the furniture to the front end of the soft decoration design and matching services, leading to large stores. In 2021, it is planned to build about 100 MHF stores and design studios.

  
  

• Take the opportunity of similar direct-operated design studio business to build a designer platform, recruit national outstanding designers to settle in, explore various forms of designer cooperation mode, and expand the flow of entrance.

ZBOM Home: Talent + Tools + Content + Promotion

In terms of design competitiveness, ZBOM Home has increased its investment in recent years.

According to the 2020 report, in order to build the competitiveness of terminal design and empower the first-line designers of the terminal, ZBOM Home continues to operate the designer platform "ZBOM Design Valley" to create an exclusive ZBOM design team interactive communicatio

According to reports, the number of in-service designers in design valley has grown to nearly 7,000, with more than 5,000 certified.

In terms of specific implementation, it probably includes four points: design talents, tools, content, and promotion.

Talent: The core is training, reward, assessment, certification, and empowerment.

• The construction of designer talent echelon and design training system, continue to develop design ability improvement courses, strengthen the reserve of design talents, transport them to marketing and terminals, and carry out long-term follow-up and training to continuously improve designers' design capabilities.

• Improve platform operation mechanism and formulate platform reward mechanism.

• Qualification certification of designers to work with certificates.

• Empower franchisees to quickly cultivate professional design teams and enhance designer capabilities.

Tools: Version 3.0 of the whole house design software "Cloud Design Software" is launched, which imports the standard structure and product modules of the company's products with different styles; and simultaneously promotes and applies them in multiple cities across the country.

It is said that the comprehensive promotion and application of cloud design software not only improves the efficiency of terminal design, reduces the error rate of legacy orders, and realizes "one-click ordering", but also opens up the whole process from design to installation, which greatly improves customer satisfaction degree.

Content: On the one hand, integrate the Home Life Research Institute to sort out design rules, develop product standard application scenarios, and conduct training and promotion.

On the other hand, continue to enrich the case library, provide terminal designers with more references for the new generation of life proposals, realize the sharing of design case resources, and improve design efficiency.

Promotion: Further increase the promotion of the upgraded software nationwide, and strive to achieve full coverage of the upgraded software nationwide; in the process of promoting the upgraded software nationwide, increase the promotion of product standards.

Holike: Design Club + New Products in Two Seasons a Year

Two directions are reflected in the financial report, one is the club, and the other is product design innovation.

Cooperate with Netease Home to create the original design organization "Original Design Club".

Innovate in product design, release new products in two quarters a year, and release four trend-leading series in the first half of the year, including:

Inspired by American artist Keith Haring’s painting techniques (H18 series), national tide elements fused with palace colors (Oriental Bird Ling series), high saturation color matching (Ideal City series), cross-border joint development products (Nuo Series/Keep joint product).

In the second half of the year, four life-themed series will be released, including fashion mocha, goya, modern light and shadow, and urban images.

OLO HOME: Original Product Design

Emphasis on original design research and development, and continue unbounded cooperation such as the OLO-Hettich Cup National Design Competition, the joint names of celebrities, and the joint names of masters.

In 2020, we will continue to apply for copyrights and design patents for original designs before launching them on the market. During the reporting period, the company added 42 new patents, 23 new product copyrights, and 14 new trademark rights.

In the part of the business plan, OLO said that it will continue to launch original product series, enrich the categories, form a product matrix of whole house + kitchen cabinets + protective walls + supporting home furnishings + soft goods, and provide one-stop solutions.

The design competitiveness of the product itself has reached a certain level, and it has formed a wide market reputation. It itself is the biggest topic focus and traffic center. The practice of focusing on product design is not only a protracted battle, but also a big move with great stamina.

Dacai Research Deng Chaoming believes that buyers' needs are changing, their requirements are constantly improving, and the transaction logic is also changing. In the past, the focus was on products, comparing functions and prices; now in addition to these, it is best to provide the effect of home matching and output a set of design plans based on the customer's house.

And for some mid-to-high-end brands, the importance of the designer channel still cannot be underestimated.

According to the survey, some dealers continue to contribute considerable performance and achieve a certain amount of profit by relying on the expansion of designer resources and the deep exploration of value.

From a long-term perspective, design competition will be fully staged in both factories and channels, mainly focusing on three points:

The first is the appearance and design quality of the product, which affects the competitive advantage of the product; the second is the value mining of the designer channel; the third is the design output ability of the terminal personnel.