The consumption demand upgrading has driven the household consumption to switch from the low frequency to high frequency and has enabled the household bands of original design to become the “Favorite” of the shopping centers.

The shopping centers newly opened in 2018, including Shanghai Shimao Festival City, LC Mall, LuOne Kaidejingcui Plaza and China Overseas Huanyuhui, introduced the creative household brands. Where, Shanghai Shimao Festival City introduced InYard; LC Mall and LuOne Kaidejingcui Plaza introduced ZAOZUO, and China Overseas Huanyuhui introduced two household brands – InYard and ziinlife.

zaozuo

Ziinlife

Inyard

ZAOZUO, ziinlife and InYard are the design-type household brands, starting online and gradually extending to the offline business entity, and they have strived to create the OMO business mode.

Swift to the offline shopping centers from the online ones

Involvement of the creative household offline can deepen the consumers’ understanding of the brands and strengthen their sense of experience at the same time to bring the visitors to the shopping centers.

The store layout in the shopping centers is also a strategy for the household brands to cater to the new retail and OMO business mode.

The online official website and offline physical store of ZAOZUO are interconnected; with data sharing, the consumers can get through its membership system online and offline, and they can accumulate their rights and interests of membership when consuming in either channel. For ZAOZUO, vigorously developing the physical stores is an important entrance to obtaining the natural flow.

“We hope that our offline experience stores can become the first step for the consumers to know the brand of ziinlife in the actual scenes.” Yang Xili, founder of ziinlife said.

InYard expressed that in addition to obtaining the offline sales increment, the offline stores more played two roles of strengthening the brand image and flow entrance, and considering the population differences, brand communication and flow, it preferred the new-type business areas and shopping malls instead of the vertical household stores.

How can the creative household brands make profits in the shopping centers

Entering the shopping centers will directly increase the operation costs such as costs in rent and manpower, and how to make profits has become the significant test for the brand development.

In addition to selling the big furniture, ziinlife has also added the small products to create the lifestyle center. Each store adopts a different theme, integrates with the specialty coffee, sweetmeats, library and design collection store, and holds different art exhibitions regularly.

ZAOZUO possesses all kinds of products, including the products meeting the low-frequency furniture consumption and the small products such as the bedding and tableware meeting the high-frequency consumption. Meanwhile, ZAOZUO adopts the same style and same price online and offline and provides the distribution, installation and after-sales services from the same platform to serve the customers better.

InYard expands the brand’s user base by new products online for many times. It is learnt that in addition to the design innovation, the other highlight of InYard is the quick response of the supply chain, and InYard will update the categories including sofa, bed and drawer by month.

Capitals help to usher in the new expansion

InYard announced that it completed Pre-A round of financing of RMB ten million in July 2018.

Ziinlife completed A round of financing of nearly USD ten million in the first half of 2018.

ZAOZUO having existed for only three years since its establishment obtained the financings of USD 15,000,000 and USD 20,000,000 successively in 2015 and 2017.

The stores of China’s local household brands are good-looking and have the enough sense of design, and with the help of the capitals, they have appeared in more shopping centers and will also make the entire household industry face the new competitive situation.

（Source: JJgle.com）