Use the idea of fast-moving products to make home products.
If you count 8 hours a day at home, one third of your life is spent at home. The consumption upgrade of young people is reflected in all aspects, including of course home life. This field has players from furniture (sound, creation, van Gogh), e-commerce (good living), home (pineapple zebra, NOM, famous products).
The “FOUNDHOME Home” to be introduced today is established in 2017, positioning “natural lifestyle”. Most of the products are made of natural materials, using traditional hand-made processing techniques, adhering to the concept of “natural and creation”. Present the natural beauty of nature to the user.
In terms of design style, FOUNDHOME does not pursue trends, nor does it have complicated decorative elements, nor is it a minimalist cold style. If you walk into the offline experience store, an intuitive feeling is likely to be “natural, comfortable.” The customer group of FOUNDHOME is also the new middle-class, they pursue quality and value the experience. In the past two years, FOUNDHOME has received 100,000 fans. The customers cover 34 provinces, cities and autonomous regions across the country. The products are even exported overseas. The current revenue is 30 million/year.
Unlike fast foods such as food and make-up, household products, especially large pieces of furniture, have a relatively low frequency of purchases. Usually, the opportunity to buy a house or move will have a consumption motive. Therefore, the common problem faced by furniture brands is that they need to spend a long time to accumulate in the early stage, use content, channels and other means to reach the users, or customize the transformation through the decoration.
Founder Tang Lei told FOUNDHOME not to be a traditional home brand, but to use the idea of fast-moving products to make home products. How do you understand? High frequency repurchase, extensive brand recognition, and cost-effective.
The first step from durable consumer goods to FMCG is to solve the repurchase problem.
In Toray’s view, Zara Home, MUJI, and IKEA home brands are able to “break the circle” from home brands to consumer brands because of the richness of the category. The purchase frequency of the home itself is very low, so it is difficult to remember. Users go to MUJI not to buy a bed or a sofa, maybe to buy small snacks, neck pillows, skin care water or even hair bands.
Based on this, FOUNDHOME’s products have more than 400 SKUs, covering 11 categories including furniture, cushions, apparel, bedding, tableware, curtains, and bathroom, and keep a new frequency every week. 60% of the SKUs come from small daily household products, such as pillows, cups, cutlery, four-piece suits, etc. The team’s product design is not limited to furniture, and then home furnishing products will be developed. In the process of purchasing small products on a daily basis, users can form interactions and gradually accumulate brand memories.
At the operational level, FOUNDHOME also observed a problem with users. Users like this design style and hope that the home has the same furnishings, but the common problem is “I won’t match”. Therefore, the solution provided by FOUNDHOME is “scenario”, which will make a complete set of home scenes in different areas, and users can buy them if they like. Seven series of scene experiences are currently available, even with colored floors and wall paints, which can be bought together. According to the data provided by the team, half of the online users will choose to purchase the whole package.
“Sceneization” also reflects the online store, home-based consumer goods are still very heavy experience, Tang Lei said, also hope that users come to the offline store entities to experience products and match a good home scene. In October this year, the company opened the first experiential center store in Xiangyun Town, Shunyi, Beijing, with an area of 400-500 square meters; Chaoyang Joy City also has a smaller shop (more than 100 square meters), and the store layout is scene + The form of the accessory shelf is designed to capture traffic while attracting users interested in this style of design to larger central stores around the city. Next year, in Shanghai, Shenzhen and other cities, the “central store + urban small store” model will also promote the opening of offline stores.
To become