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富森美家居，23年生活售卖之旅

福禄装修家居
2025-07-26 17:19

Transforming the Home Buying Experience: Fushenmei Home's Evolution From Traditional Furniture Store to Lifestyle Destination: The Evolution of Fushenmei Home

Since the opening of the first market in 2002, Fushenmei Home has been constantly evolving, and in recent years, these changes have become even more pronounced.

1. Embracing Social Media for Enhanced Brand Visibility

Have you noticed the surge in Fushenmei Home's presence on social media platforms like Douyin? Since 2020, numerous accounts featuring Fushenmei Home's large-scale merchants have emerged. They are either conducting store tours, engaging with customers, or even organizing team-building retreats. Some even set up a tea station in their stores, discussing business over a cup of tea. In summary, they are showcasing their products, stores, teams, services, and the lifestyle they aim to provide to their customers in ways they are familiar with.

This is a strategic move by Fushenmei Home to leverage the current popularity of social media platforms. They hope to convert online traffic into offline store sales by transforming online traffic into offline store sales.

From 2020 to the present, an increasing number of merchants and sales representatives have joined Fushenmei Home's "new media matrix." While the effectiveness of this approach is not yet fully assessed, at least the concept of Fushenmei Home as a lifestyle service provider has been gradually rooted in the potential consumer base through the rich content produced by numerous accounts.

2. The Rise of Fushenmei Tianfu Live Port

Not only that, the newly established Fushenmei Tianfu Live Port has completed the leasing of over twenty commercial buildings, including brands like Yi Ji, covering home, electrical appliances, windows, tiles, and comfortable living. The architectural style of the independent stores determines that Fushenmei Tianfu differs from traditional home improvement stores in product display sales methods, instead presenting itself as a "large mansion样板间," "source of life inspiration," and "source of relaxed living."

Due to the relatively spacious display space, the managers of the independent stores bring their "passions" to the stores, creating a variety of store formats common in non-standard commercial areas, forming a unique "lifestyle display street" in the independent commercial area of Fushenmei Tianfu. This has transformed the former "buy furniture at Fushenmei Home" into "discover interesting life, go to Fushenmei Home."

These interesting stores often organize various events such as lawn music festivals, football matches, sports meetings, art exhibitions, photography exhibitions, reading clubs, tea gatherings, etc. A wave of people related and unrelated to the home improvement industry gather at Fushenmei Tianfu to discuss topics related or unrelated to life. They even gave themselves an interesting name - Tianfu Villagers. Thus, Fushenmei Tianfu has truly become an interesting community related to life.

3. The Core of "Lifestyle" in Fushenmei Home's Transformation

Whether it's large-scale merchants showcasing their daily work and life on social media or Fushenmei Tianfu creating a source of life inspiration with non-standard home improvement and building materials independent stores, "lifestyle" has been the core of Fushenmei Home's recent transformation.

In this logic, Fushenmei Home has made a lot of resource connections with a "live" feel. Whether it's inviting domestic and foreign top designers to redesign the store, or establishing "sleep centers," "full-case design centers," "high-end lifestyle galleries," "imported lifestyle galleries," etc., they strive to increase the frequency of consumers visiting the store, extend the time consumers spend in the store, and even provide consumers with more inspiration for decoration, design, and life.

In addition to the life-oriented offline store formats and experience methods, Fushenmei Home is also actively approaching various traffic platforms. They continue to produce content related to products, services, and lifestyles on platforms like Douyin and Xiaohongshu, encouraging入驻 merchants to create personal IPs, encouraging company executives to actively embrace live streaming, and encouraging front-line employees to bring their daily work into live streams and short videos, spreading the net of customer acquisition from offline to online, and fishing for more customers and orders in a larger river.

While embracing online channels, Fushenmei Home also actively guides online influencers and celebrities to the offline world. Xiaohongshu home influencer "One kk" has settled a thousand-square-meter offline lifestyle gallery in Fushenmei Tianfu, and Douyin e-commerce superstars "Rainbow Couple" have also established their live streaming base in Fushenmei Home. By moving offline business to online channels and inviting online influencers to the offline world, they are taking a two-pronged approach to deeply link online and offline resources, using precise traffic conversion to provide a convincing testament to Fushenmei Home as a "lifestyle service provider."

With the gradual establishment of more interesting stores and interesting merchants, Fushenmei Home's exploration in lifestyle and life inspiration will also gradually enter the deep water area. No matter what, turning a product into a way of life involves a huge value chain. With the business centered around "life," Fushenmei Home has a long way to go.