Consumption upgrades are superimposed with "social value", and the home format is quietly iterating

Zhongxin Jingwei, September 16th. The ethyl bear sofa with the "Internet celebrity" list on the "Internet Red" list, the glazed chair from the hands of the top designer of Europe ... accompanied by content and interests in the consumption trend affecting The growth of force, the hidden "social potential energy" hidden in high -end brands is driving the home format quietly.

Recently, the Red Star Ollie Shanghai Wuzhong Road Store has officially completed the second "adjustment". Not only did the product realize a new upgrade, but the category planning is also clearer. According to Li Xuanfeng, general manager of Red Star Oli Global Home Furnishing Mall, after the completion of the market adjustment, Red Star Oli will become a "big store harvester", "first store harvester" and "new product starting place".

The new pattern of "the first store is tied and the big shop gathers" undoubtedly brings a new change to Red Star Oli. After the emergence of high -end brands with more and more social effects, it is regarded as a relatively "low -frequency" home industry in the retail industry, and has begun to quietly open a new path in the iteration of the format.

Caesar-2018Tiffany Blue Zhizun bathtub

High -end homes gradually become "social currency"

"This sofa is placed in the living room, and the cute white bear looks cute in the sun. It opens a new design dimension. A big bear lying obliquely on the ice bag, making you easily relax and relax. , Satisfy people's ultimate desire for comfort and relaxation. "

On the network platform, the "Polar Bear Sofa" produced by EDRA, the top home furnishing brand born in 1987, has become the popular item that many KOL loves, and even caused a trend of purchasing. According to the Red Star Oli Edra store, the sofa is extremely "sought after" in daily sales.

PACK Sofa-Polar Bear Sofa

The polar bear sofa is just one of the many explosive items introduced by Red Star Oli. Other petal sofas, glazed chairs, etc., are binding circles through target consumer groups with higher associations, and have become the primary factor driving consumers to buy.

Obviously, the logic of "social value" and "social currency", which had previously emerged in the new consumption field, was explained in the new layout of Red Star Oli. It is generally believed that social currency originated from the concept of economics in social media. It is used to measure the tendency issue of users to share the content of the brand, that is, the characteristics of people who are willing to share with others to shape their own products or ideas, so as to achieve the purpose of word of mouth transmission Essence

Edra-Rose Chair (rose chair)

This is in line with the hope that Red Star Oli hopes to spread high -end home brands and cognitions in the relevant circle, and effectively breaks the concept of spreading barriers.

Li Xuanfeng revealed that in the direction of marketing, Red Star Oli usually chooses to cooperate with the brand that is positioned with her own brand, such as Porsche, instead of carrying out large -scale traffic harvesting. As far as high -end brands are concerned, the "single -circle layer" method of breaking one by one may be more effective.

It is reported that after the market adjustment, Red Star Oli has also owned a number of imported brand flagship stores. The brand is more complete, the products are richer, and the positioning is more high -end. It can provide better product purchase experience and services for high net worth customers.

Porada exhibition hall series

By borrowing consumption upgrade and digging "content" potential energy

Sales can bring momentum to the product, while the brand can bring potential energy to the product. Represented by Xiaohongshu, currently "content and interest" -oriented social communication paths are currently undergoing. Therefore, in the direction of brand building, compared with other shopping malls' attention to prices and quality, Red Star Oli pays more attention to digging the mining of brand stories, and in depth of product details.

EDRA, which is "almost every product", is placed on the second floor of Red Star Oli, which is the only store EDRA Shanghai. In addition to the "polar bear sofa" explosion items mentioned above, Li Xuanfeng also revealed that EDRA is known as a "fashion witch" in the high -end fashion home industry. Each product is designed by different industries. Fight for imitation. Another rock sofa was designed for designers to get inspiration from the waves, and it is also an Internet celebrity product on social platforms.

"Home consumption is lower than other industries, and it is lower -frequency in consumer attributes, so many potential potential energy is paid less attention." Li Xuanfeng said, "For example, Rochebobois, located on the first floor of the mall, in France's brand positioning It is equivalent to LV. The house related scenes and products appearing in LV propaganda materials are provided by Rockburg, but this is little known. "

The many details behind the mining brand not only fit the high -end brand's own positioning and dissemination preferences, but also use "content" as the hub to form emotional resonance with consumers at the consumer psychological level, thereby obtaining continuous spread. And this trend is driving the home industry quietly.

Rocksburg-Mahjong sofa Missoni Home2

According to the plan of Red Star Oli, the second floor of the mall mainly undertakes the needs of consumers' personality brands, and more biased towards traffic attributes and "net red" attributes in the overall thinking, in order to form a topic melting point in the target consumer group. At the same floor as EDRA, there are imported sofa brand stores such as Natuzzi, Koinor, and Xia Tu, as well as Scandina, a Nordic imported children's home furnishing store.

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