Key investment points
This round of 315 package pays more attention to supporting products, one-stop solution + customer single value expansion
Suofeiya Home Collection Co.Ltd(002572) : on February 23, the whole customized package of 39800 yuan was released, and four models were launched according to different needs of consumers (blank users, hardcover crowd, accommodation talent and fashion talent), all priced at 39800 yuan. Among them, the main package for the blank room, the big brand whole family package (including cabinets) includes 20 ㎡ cabinet customization + 3 square background wall + Chivas 8-piece set (sofa, coffee table, dining table and chair, etc.) + Shuda 2-piece set (bed and mattress, etc.) + free 7-meter cabinet + 999 Casati smoke stove 2-piece set. Package design ideas: ① each category and product are necessary for each consumer; ② The number of square meters, linear meters and pieces can meet the basic needs of most consumers; ③ Ordinary price of big brand products; ④ Quality control of the whole family, high quality and environmental protection in the whole space; ⑤ Maximize profits for consumers.
Jason Furniture (Hangzhou) Co.Ltd(603816) : the strategic upgrade of “new generation of whole house customization +” was released in Hangzhou on February 19, and the 49800 whole house package was launched, including 22 ㎡ of whole house customized cabinet (excluding cabinet) + 10 pieces of soft furniture (including sofa, tea table, one table and four chairs, bed and mattress) + accessories bag (handle, drawer, clothes hanger, etc.), Emphasize the six core upgrades of “environmental protection +, appearance +, storage +, quality +, experience +, service +”.
Oppein Home Group Inc(603833) : in addition to the traditional 29800 yuan package (20 ㎡ cabinet customization + 3 ㎡ background wall + 10 sets of Prague furniture), which can upgrade the design and color of the whole room and Chivas functional sofa for free, we also launched the 9999 yuan 7-meter kitchen cabinet aijiayou explosion package, which can be upgraded to European antibacterial board for free, as well as the activity of purchasing Whirlpool (China) Co.Ltd(600983) washing and drying all-in-one machine for free.
From the horizontal comparison of the three packages, compared with the strategy of European school to purchase cabinets + 9999 on the basis of the traditional 29800 home package, Suofeiya Home Collection Co.Ltd(002572) this time focuses on the package associated brands (for example, the soft decoration supporting facilities and smoke machine stoves all use the mode of large brand cooperation). The comparison between the two essentially promotes the sales price, and the associated effect of Suofeiya Home Collection Co.Ltd(002572) brand package may be more expected. Considering that the customized home extends the value-added products on the basic package price and increases the real price, the profit impact of this round of promotion may be more controllable. Jason Furniture (Hangzhou) Co.Ltd(603816) emphasizes “all self-made”, with higher product quality and relatively higher price band.
We are optimistic about the leading package, store customers in advance and pave the way for the growth of annual performance
There is a saying in the household industry that “315 sets the whole year”, which usually locks a large proportion of customers in the whole year through 315 promotion, which shows its importance. In this round of activity drainage packages, leading brands put more emphasis on the integration of rich household appliances, software accessories and customization. From selling single products in the past to selling space now, the customer single value is bigger. We believe that the leading big home companies represented by gujia (21x), oupai (24x) and Suofeiya Home Collection Co.Ltd(002572) (15x), based on their leading advantages in information construction, supply chain integration and warehouse distribution service management, can increase their share by providing consumers with cost-effective “big home package”, and the strong will always be strong and maintain their recommendation!
Risk tips
The industry competition intensifies and the price of raw materials rises sharply
