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As a service-oriented and experience-oriented manufacturing industry, the home industry has been labeled as traditional, slow and inefficient. Even with the rapid development of information technology today, the extent of its transformation by the Internet is still not high.

In most people's concepts, decoration and household consumption is a rare experience in life; in the eyes of practitioners, the industrial chain is long, low frequency of consumption, high unit price is still everybody's shoulders and insurmountable three mountains.

But in the past two years, a "fast fashion" trend is starting in this industry, it seems to break the home industry has been cumbersome, backward stereotype.

What is "fast fashion at home"?

The understanding of "fast fashion home" is different from each other, but the same is generally the same.

Fast fashion originally refers to Designers'quick response and imitation to fashion show design, and then evolved into a fashion enterprise's fast response to fashion show design, and designed fashion products to follow the trend, and then at a low price into the store a business model, so that consumers can in a very short time at a low price. Ge buys the latest fashion, its representatives are H&M, Zara, Topshop and UNIQLO brands.

These brands have their own characteristics, though the business process is very similar. The concept of fast fashion can save a lot of time, and time is efficiency and money.

As the name suggests, fast fashion home means the application and emergence of fast fashion mode in the home industry. According to the relevant statements of the industry media and the author's own experience, the current fast fashion phenomenon in the home industry can be summarized into two major features:

Firstly, the products are gradually rich in categories, and updating the speed of small soft-packed objects mainly, such as pillows, seats, bedding, tableware and personal care products, products with high frequency of consumption, strong sense of design, cost-effective "fast consumer" characteristics, focusing on the mainstream population for product quality and color value, right Young urban consumer groups with mild price sensitivity and certain economic standards and aesthetic standards;

Second, the store design is different from the general home store, with fine decoration, fashionable style, bright color characteristics, pay attention to space design and scene collocation, high utilization of space at the same time pay attention to consumer shopping experience. Store location is mainly in high-traffic Department stores, with the trend of personalized design, warm emotional style and elegant quality to redefine the consumer's home life attitude. In addition, some "flash shop" and other store forms are also seen as the embodiment of fast fashion at home.

Who is "fast fashion at home"?

With the concept of consumption upgrade, new retail, new middle class and so on, the home industry has evolved slowly, but at the same time, there have been many obvious changes, such as the direction of fast fashion.

Who set off the trend of fast fashion at home? It is mainly divided into three types of roles: one is the transformation of the new retail Household apparel enterprises; the other is the cross-border fashion chain retail giants; the third is the pan-household products retailers.

The slogan of fast fashion at home was called out around 2016, but the voice was rather weak.

In July 2017, the Orange House officially launched the "Fast Fashion New Retail" brand OHOME at the Orange House Global Strategic Release Conference in the Country Garden. The Orange House opened the research institute which integrates office, product development, model room and household experience. Supply chain integration providers such as fast food products.

Apart from the orange family, which has a clear layout of fast fashion strategy, many new retail model household enterprises, its upgraded stores also have a lot of fast fashion shadows, such as the unexpected home experience MALL, Sophia big home experience stores, Qumei Jingdong Living Mall, etc., adding coffee to the ultra-low frequency household format. The high-frequency consumption pan-retail formats, such as coffee meals, book bars, flowers, life retail, etc., make use of the high-frequency and low-frequency balanced collocation to increase the flow of people in the store.

Apart from home furnishings, fast fashion and retail chains have not overlooked the new growth brought about by the upgrade of home consumption, such as Zara, a clothing brand, which launched Zara Home in 2003; H&M Home, which is owned by H&M, which has been active in the home market since 2009; and Gucci and Loewe, which are competing to launch chairs and chairs this summer. Ceramics and other household products.

The third category is similar to NetEase's Yanxuan, Normi Home, Masterpiece, Muji, and other Pan-family retailers. The most typical example is IKEA with its own brand + marketplace management, which has built an ecological closed-loop with home as the center, recently pushed by Virgil Abloh, art director of Louis Vuitton's Spring Men's wear line. Out of the joint series.

Can the home industry be "fast fashion"?

Home Fast Fashion concepts focus on making consumers buy furniture like clothes. Is this a viable approach? There are also different voices in this industry.

Some people questioned that the home is a heavy experience, long chain, non-standardized property serious industry, fashion can be achieved through design, but it is difficult to achieve fast, household products such as durable and high-priced consumer goods, the general consumer is not willing to go to high-frequency consumption, and "fast fashion" will further accelerate people The pace of our lives.

Others worry that fast fashion is against environmental protection, and if new products are replaced in three or five years or even less, how will the remaining household items in the house be placed?

But some people think that fast fashion at home is a reasonable phenomenon under the upgrade of residents'consumption and the development of consumers' individuality, and there is a big gap in the future.

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