cross border e-commerce + online live broadcasting, Zhongyuan home has achieved remarkable results in expanding new channels



source: time headlines

2020 is a year in which opportunities and challenges coexist in the home industry. New retail, new models and new channels emerge one after another. On the one hand, the surprise covid-19 accelerated the reshuffle of the industry. On the other hand, the innovation of Internet technology and consumption upgrading promoted the online transformation of home enterprises and the construction of digital channels. The overseas market with physical stores as the main marketing mode has also been seriously impacted by covid-19. Many stores have been forced to close down, and many overseas consumers have turned their attention to online shopping. In the face of market changes at home and abroad, listed household companies such as Zhongyuan household (603709) responded quickly and seized the market by expanding diversified channels at home and abroad. In the third quarter of last year, their performance achieved a year-on-year growth rate of 14.56% of revenue and 28.07% of net profit

on January 6, the first Pan home broadcast base in Southwest China, "Kwai southwest Pan home industry belt broadcast base", held the unveiling ceremony. The base will rely on Kwai's 100 million level traffic and the advantages of Chengdu's home industry belt to create a leading new home marketing "Internet red land" in China, enabling the home industry to accelerate its development and expand its incremental market with internet thinking. For a long time, the home furnishing industry has heavily relied on offline channels, and the way of obtaining customers is also relatively traditional. In the context of the explosive growth of the domestic live broadcast e-commerce industry and the consumption upgrading of the home industry caused by the younger consumer population, the surprise attack of covid-19 quickly made the online live broadcast a frenzy sweeping the home industry. Last year, major home brands also began to promote through live broadcast

for the domestic market, household enterprises have made great efforts in online marketing, and live broadcasting with goods has gradually become the new normal. For example, Sophia joined hands with tmall home decoration and the first anchor of Taobao Weiya in March last year, creating a precedent for customized home live broadcasting with goods. According to statistics, Sofia carried out more than 1000 live broadcasts online and more than 20 live broadcasts of head stars in 2020. At the same time, it brought a lot of popularity and exposure to offline stores. On the "double 11" of last year, Sofia achieved a total network sales of more than 1.1 billion yuan

Zhongyuan home (603709), which mainly sells sofas for export, has also accelerated the layout of domestic business and built a domestic o2o e-commerce platform in recent years. In 2020, Zhongyuan home will enhance the popularity of the company's products through multi-dimensional online live broadcasting activities on platforms such as tmall store and JD store. In addition, Zhongyuan home also develops offline business channels through customer channels such as home furnishing companies and decoration companies, and carries out OEM, engineering and other bulk businesses

similar to the domestic market, covid-19 has an impact on the overseas real economy, many overseas consumers have turned their attention to online shopping, and cross-border e-commerce has ushered in a new round of development. From the perspective of home export, the orders of manufacturers who layout overseas e-commerce channels in advance are hardly affected, and even the business volume has increased significantly due to the absence of traditional manufacturers. In particular, e-commerce platforms such as Amazon, WAYFAIR and overstock have driven the growth of home export business

according to the data of the General Administration of customs, the export amount of China's furniture and its parts increased by 12.2% year-on-year to 403.86 billion yuan from January to December 2020, with a new growth rate in the year. Last year's home export orders soon warmed up. Especially since July and August, orders have become very popular. Some factories even have no time to arrange orders. In particular, orders for software home furnishings such as mattresses and sofas have recovered quickly

as mentioned above, Zhongyuan home (603709) has already established cross-border e-commerce, B2B, B2C and other departments to open up e-commerce sales channels, and vigorously expand international cross-border e-commerce platforms in 2018, improve the global sales capacity of products and expand market share. In 2020, Zhongyuan household accelerated the development of cross-border e-commerce business, deeply operated in the aspects of product selection, inventory management and logistics optimization, and directly exported high-quality products to overseas end consumers through third-party cross-border e-commerce channels (Amazon, eBay, etc.), accelerated the expansion of market sales channels, and achieved growth in cross-border E-commerce performance

according to the third quarterly report of Zhongyuan household in 2020, the company's operating revenue reached 809 million yuan, a year-on-year increase of 6.5%. The company's business fully recovered in June. In the third quarter, the company's operating revenue reached 311 million, a year-on-year increase of 14.56%; The net profit was 14.3774 million, a year-on-year increase of 28.07%. Both operating income and net profit have returned to the state before the epidemic

at present, the situation of overseas covid-19 is repeated. In the short term, it is difficult for the supply of overseas market to recover quickly, and the demand has certain support. It is expected that the supply-demand mismatch situation of "money + shortage" will continue. Guojin securities research report pointed out that the duration of this round of demand recovery in the home industry will exceed expectations

from the perspective of the development cycle of the industry, the home building materials industry has entered an important inflection point, innovation and reform have become necessary, and the construction of all channels will become the norm. As consumers have higher and higher requirements for the comfort and appearance design of soft furniture, especially in overseas developed countries, consumers have greater demand for the renewal of soft furniture. Zhongyuan home attaches great importance to the investment in R & D and has strong independent R & D and design ability, which will have greater development space

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