Since the beginning of this year, "sets" has become the common market action and transformation vane of mid-to-high-end home furnishing brands. 

This is because in today' s home furnishing scenes, home appliances, home furnishings, and home furnishings are all just used as a module, which can better meet the needs of users after they are fully opened up. 

Of course, this also provides new ideas for companies to get rid of the price war on single products and move towards a value war on a set of products.

However, to open up new room for growth, it is not as simple as switching from "selling a single product" to "selling a package". 

At the 2021 China Home Appliances Circulation Conference, the relevant person in charge of AVC proposed that the inherent category consumption model should be broken and the home experiential consumption scene should be built. Scenarios may become the key to the company' s continued growth. In this regard, high-end brands have already given positive feedback with market performance.

In recent years, the adjustment of the real estate market has successively affected the home appliances, home furnishings, home improvement and other industries. Data shows that the retail sales growth rate of the domestic appliance retail market in the first half of 2021 was 12.3%, a decrease of 10.3% from the first half of 2019. The aftermarket is in a downturn. 

At the same time, home furnishing and home improvement companies are also facing an overall worrying dilemma. In this general environment, the effort to set up products to "group and keep warm" has been recognized by more and more enterprises.

However, the enthusiasm for the modularization market is still concentrated in a few top brands, and more brands have launched modularized products, but they are "not applauded." This question actually needs to be answered in the needs of users. Data from AVC shows that in the first half of 2021, users' needs for quality, high-end, and scene-oriented aspects have become more prominent. Nowadays, quality and high-end products abound. Obviously, "scene" has become the key to the brand' s ability to stand out.

Specifically, in the past, when consumers bought a new house, home improvement, home furnishing, and home appliances had to be divided into "three steps": first decorate, then buy large household products, and finally buy home appliances, and place the purchased home appliances in the cabinet, in the kitchen or in the corner of the room. 

At this time, if the size of the home appliance is too large to fit into the cabinet, or the water and electricity pipeline does not meet the home appliance installation requirements, consumers need to look back to the decoration company. Therefore, now everyone is more inclined to "one step in place", so that the integration is really implemented, rather than staying on the concept.

According to All View Cloud' s analysis, the market has changed from a "category war" to a "scenario war", from a single product competition to a solution competition. Only by grasping the breakthrough of the "scene" can the brand bring users a smarter and more comfortable lifestyle, and at the same time gain a firm foothold in the ever-changing market.