What is the brand of this “made†home brand that has attracted a lot of capital to bet, and even Dad’s father can’t help but get down?
The traditional furniture industry is not optimistic.
Mentioning design, home,
Many people will think of IKEA and MUJI.
But there is a domestic brand called "making",
It is quietly rising.
3 years to achieve a flat effect of 40,000,
Against the Nordic giant IKEA and the Japanese design brand MUJI,
I have to rise up and catch up with the trend!
“Make it†is the main middle-class household consumption. Since its launch, it has been receiving constant attention from the outside world. When it invested in angels, it won the investment of Zhenge Fund, IDG and Alibaba. After that, it won the investment of Morningside and BAI.
Recently, it announced that it has completed 20 million US dollars, equivalent to RMB 136 million in Series B financing. The leading investors are today's capital, Bertelsmann Asia Investment Fund (BAI), Morningside Capital, Tiger Boy Fund, IDG Capital, Yuanç’Ÿ Capital, Zhenge Fund and investment.
What is the brand of this “made†home brand that has attracted a lot of capital to bet, and even Dad’s father can’t help but get down?
1
40,000 pings, shoulder MUJI
The furniture market is still huge
Shu Wei is the founder of “creationâ€. She has been in business for fifteen years in her early thirties: she founded an advertising company in her senior year. After many years of entrepreneurship, she went to Stanford to study business school. After returning to China, she joined Renren.com as an investment merger and acquisition department. Then create a stranger to match the social app "Civo". I am not very old, but I already have a very rich experience.
In 2014, Shu Wei established a senior team from the design industry, manufacturing industry and the Internet to open up the brand.
Compared with pure internet projects, industrial projects are very heavy, and all changes are gradual. In 2015, it became the official online line. In the second half of 2016, two flagship stores in Beijing and Shanghai opened.
It now has 468 SPUs and more than 2000 SKUs. The official website has hundreds of thousands of members, the customer price is close to 3,000 yuan, and the offline store also reaches the level of 40,000 yuan per year (to reach the average level of MUJI Asian stores). The overall monthly income of online and offline is over 10 million last year, 2017 It is estimated that the income will be nearly 200 million and the breakeven will be reached.
At the same time, the user community is also spreading. Shu Wei said: "Since last year, we have found that users have gradually spread from KOL users in various fields to the main users, indicating that the products made into more and more public users, which we are very happy to see. Turning design into mass consumer goods is a claim that has never changed."
"Our industry has to connect with international design, and it is connected with grassroots manufacturing." Shu Wei said that "this industry" is a furniture home. She and five men have created "creation", a company that connects top international designers and local first-line factories. The original home design company, Shu Wei, is a cohesive role. “There is no doubt that China has the best manufacturing, but lacks design and product management.â€
At present, China's furniture production capacity accounts for 25% of the world's total, making it the largest country in furniture manufacturing. If calculated according to the average growth rate of 22.2% in the past 30 years, by 2015, the total output value of China's furniture industry has reached 3,095.6 billion yuan. Such a huge market, that is, the sales of cheaper households in China in 11.7 billion in 2014 is less than one percent of the total, and other local counterparts can not expect it.
2
International top original + Made in China
Is it waiting for seven months to buy a sofa from a foreign country of 100,000 yuan, or spend 20,000 yuan in China to buy a cottage line product? Because of China's manufacturing capabilities but lack of design.
Nowadays, it offers a third possibility – the world's top original design + Made in China.
There is no successful precedent for this approach. On the one hand, the furniture and home furnishing industry is huge, and the traditional business can live well without great innovation. On the other hand, long-term foreign trade-oriented Chinese manufacturing does not need to think about upstream and downstream issues. “The time for the market environment and consumption upgrade has arrived.†Fang Aizhi, general manager of Zhenge Fund, said.
Shu is not out of thin air to enter this difficult area. She has been in business for fifteen years in her early thirties. The Angel Fund is also very important for people. Fang Ai has its own investment logic. “Good ideas are important, but Shu has the designer resources, communication skills, solid management and execution. Someone has it."
In the 14 years, Zhong Shu began to choose furniture and home to do new fields. Originally, she ran the factory from south to north in order to understand the furniture and home industry industry--production, materials, and account period, but the lack of brand owners. With the disappearance of low-cost advantages and the continued sluggishness of the European and American markets, South China's manufacturing enterprises, which have long relied on foreign trade, are experiencing large-scale closures.
“Either introduce a good international designer or go out to study.†Shu Wei feels that everything that China has experienced is like Japan 30 years ago. “There is no design management system, there are very few excellent designers, lack of industrial background, and no industry. Dismantling and structure, manufacturing cost advantages have also been lost." "China has mature manufacturing, foreign countries have top-notch design. China as the largest stock market, should think about how to attract the best design." Shu Wei believes that training A good team of designers is indispensable. "China's manufacturing industry is in a shrinking stage of the foreign trade market. As a strong manufacturer, it needs to cooperate with the brand."
3
Join hands with hundreds of top international designers
Continuously improve design taste and product quality
It has cooperated with nearly 100 domestic and foreign designers, many of whom are top designers. Luca Nichetto (currently one of the top international designers) is the first designer to make a talk. His three-seat sofa is sold in Europe for RMB 50,000. Entering China plus tariffs and freight charges One hundred thousand, but the sofas currently designed by Luca are sold for less than 10,000 yuan.
Luca spent two months talking about it, and kept calling and emailing. Before that, Luca found the furniture he designed in his office in China. “I answered the designer’s numerous questions about the cottage.†This is the impression that foreign designers are accustomed to in Chinese manufacturing. There have been many shadows in cooperation with Chinese manufacturers. Shu has no way to give a solution, but she is born in design. The experience and understanding of the product is easily recognized by these designers.
Created to work with nearly 100 top designers around the world, such as Luca Nichetto, Claesson Koivisto Rune, Richard Hutten, etc.
“Many people think that the design charge is a design premium, but in fact the design cost only accounts for 20% of the cost. In the horizontal comparison, it will find that the price is very cheap and brings the good design to the user.†For example, the distant mountain series, from the Swedish national treasure Level design combination CKR, if you buy their works from Europe, plus tariffs and postage to 300,000 yuan, you can buy a set of only 20,000 yuan.
Behind these designers, there is an overall design definition. Shu Wei believes that the objection is cold, so it emphasizes the brightening of the color, emphasizes the sense of line, and hopes to design the color that can enter the real life and trigger the user's desire.
However, the design is not unique.
Shu stressed that the consumption of furniture is rational, because it is a long chain, heavy decision-making, low-frequency consumption, and policy makers are often families. Few consumers buy furniture simply because they look good on the product, or just because they have a good impression of a certain brand.
Therefore, creation is also a rational brand, which is first reflected in the insight into the consumer market. When observing the market, the team found that the transaction area of ​​second-hand houses fell sharply in the past two years. When the size of the space changed, users could no longer accept complicated designs and began to prefer simpler lines.
At the same time, they also observed that the previous users were hard-loaded, and now the user is hard to install, furniture and home products will be selected. "Our most expensive mattresses are the best sellers, because consumers are more rational and smarter, and they want to spend money on improving their quality of life."
In addition to the insights into macro market and micro-consumption data, the rationality of creation is also reflected in the “reliability†of facing consumers. In other words, what is made to the consumer must be a good product and a guaranteed full service.
In terms of products, the design, development and supply chain system of the production guarantees the continuous improvement of product quality and stability. In terms of services, the creation is also further consolidating the entire delivery, logistics, and pre-sales and after-sales assurance processes.
4
Create a big and beautiful brand
After completing the B round of financing, the funds are mainly used to expand the retail system and deepen the optimization of products and services.
The era of circulation, which is believed to be driven by efficiency alone, has passed, and brand-driven retail driven by product design is the future. The three-year-old creation continues to move forward, making it one of the leading brands of SPA (brand retail) in the home furniture industry, becoming a “big and beautiful lifestyle brand†with beautiful quality, reasonable price and superior service expectations.
Mu Ting Capital Partner Sun Tingting said: "The cooperation with the creation has benefited us a lot. It has created a distinctive brand image and a complete product development foundation in the trillion home market. The team has experienced continuous entrepreneurship, Internet and The traditional industry experience brings a new atmosphere to the traditional industry.
In order to make up for the lack of mid-stage brand and upgrade of demand in the home industry, we will provide consumers with global design, practical functions and cost-effective products, and look forward to seeing the development of the future 'big and beautiful'!"
In the 3 trillion home market, everyone is looking forward to China's IKEA, or China's MUJI. Shu Wei said that he did not want to be China's XXX. But what is certain is that the era of small and beautiful has passed, and what is to be done is a big and beautiful brand.
Combining the Internet industry and traditional industry experience, the CEO + product and service team concept + huge market capacity, "making" this brand is not only in line with the needs of consumption upgrade, but also has rich resources and experience, it is no wonder that even Ma Dad is optimistic !
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