In 2017，Huge structural changes are beginning to appear in China's home industr.The change of consumption trend,market reshuffle and the evolution of capital make the industry structure divided。The stronger become stronger and the weaker becomes weaker.The product category expansion and creation of business mode are accelerated and the new trend of brand and marketing is coming out.In the change, how to use the new thinking to build a new way of development is a proposition that we must face and seek the answer for continuously. The Tencent Home is planning convened the "2017 China Home Industry Brand Innovation Summit" to from the perspective of the whole industry explore new thinking in the process of pattern change, and help brand enterprises to innovate and develop. On the scene, Zhang Yongzhi,the general editor of the Tencent Home shared the ten key words in the industry, as well as the current situation and trend.

First key word is consumption updating.The economic structure of our country is in the stage of transformation and upgrading, and people's consumption and life are also undergoing major changes. On the one hand, the rise of e-commerce has provided people with richer ways of shopping. On the other hand, the rapid development of financial insurance and cultural industry has made people's consumption objects expand rapidly, and the consumption structure has been upgraded.

The second key word is brand upgrading. Brand promotion is an important brand strategy and tactics method to establish and maintain its own brand assets, along with the change of business environment and consumer demand, the brand connotation and the manifestation is constantly changing in order to meet the needs of social and economic development.

The third key word is channel reorganization. The biggest characteristic of this industry is that the channel system is changing from one or two to multi channel system,so the channel is particularly important.

The fourth key word is the environmental storm. Now, many home furniture manufacturers have moved away from Beijing, and many of the furniture enterprise warehouses around Beijing are being cleaned up. This is enough to show the coming of the environmental storm, which will have a great impact on our industry. The home improvement industry, 80% of customers in the small street decoration guerrillas hand.The new round of environmental upgrades makes these factories have to update the equipment ,which will bring cost rising and leads to the bankruptcy.So in the future,the furniture will be dominated by large furniture enterprises. It is obvious that the environmental storm is a big opportunity for big businesses, although there is a lot of pain, but the future is still bright.

The fifth key word is the tide of listing. Some people have made a rankings to the home industry, and the current home industry listed companies are on the market this year, and there are no more than five sales rites that I attended . I prejudge the process can be more quicker than now.

The sixth key word is new retail, what is new retail? It is not only on the line, but also the combination of the offline and online.Therefor the furniture enterprises need to have the ability to operate the whole system under the online and off line.The good combination of online and offline can be called new retail.

The seventh key is custom made furniture. We found that the hottest exhibition this year is the July fair, which is the hottest in the fair, and the various industries in the home are customizing. But I personally judge, custom has been overheated, people feel that custom is a blue sea, in fact, is already the Red Sea, we want to understand how to make custom made furniture.

The Eighth key word is full house decoration. The Vanke came in.,Biguiyuan came in and Evergrand came in. The technology of fabricated housing is emerging. This will bring great changes to the consumption of home building materials, which will become more and more popular.

The ninth key word is the big home. Now many enterprises are doing big home, there is a very interesting phenomenon that no one can say what the big home is. The big home industry has not been very successful, but the big home has the magic power to let the enterprise enter the big home. Can China come up with a IKEA model? Who can be successful for a big home ? I don't know, it's a heat.

The tenth key word is smart home. Because in the field of artificial intelligence and AI, it has affected all aspects of our life. The future of intelligence must be a big direction and an irreversible direction.