After 2008, the home stores that were originally on Kangzhuang Avenue began to live with their hearts and minds due to the economic crisis and the regulation of the housing market. After years of expansion, structural adjustment and rational layout have become the key words of the moment. Through the refinement of their own characteristics, the major stores have seized the loyal customers. Based on their respective judgments on the prospects of the store, there will be different ways of playing cards in the future. On the situation of the market, the prejudgment of the big difference in the past home stores is infinite, the dealers squeeze the head, it can be said that the booth is difficult to find. However, from the beginning of the financial crisis in 2008, there has been a sizzle in the market, and the phenomenon of small and medium-sized stores has begun to appear. In 2011, the regulation of real estate began. Everyone shouted to hold the group to warm up, but many well-known enterprises also fell into the tide of closing the store. The large-scale home stores said that “pressure mountain†wanted to recruit winter. In 2012, it was called “the most challenging year in historyâ€. The Beijing-based stores that came over were generally convinced that the policy in 2013 was good, but there were still two offensive and defensive camps for the future prediction. Zhao Jianguo, president of Jimei Home Furnishing Group, believes that the 2008 economic crisis is an inflection point in the development of home stores. With the regulation of the housing market, the current overall market situation is declining. After the expansion of the past few years, the store really has the meaning of saturation. Based on these judgments, he adopted a conservative attitude towards the development of home stores. When talking about the issue of continuing to open stores, Zhao Jianguo repeatedly mentioned the word "cautious". However, Wang Linpeng, the president of the home, delivered a different voice. At the cooperation meeting of the home of Europe and the United States, he publicly stated that the home of the home is absolutely full of confidence in the future of the home building materials industry. After the "18th National Congress", reform and development is the theme of China's social development. Therefore, the upstream industry real estate market in the home furnishing industry will surely recover, and the second spring of the home furnishing industry will come. In the next 10 to 20 years, the home will continue to focus on home building materials, improve the industry's right to speak, strive to be the industry's scale, management double champion, create the first brand of furniture and building materials industry, and strive to make the furniture and building materials industry One of the important industries in China. It is precisely because there are two market estimates in the industry, so it is not difficult to understand why some people are cautiously laid out, and some people are bold. Reasonable layout According to local conditions, chain operation is the general trend of home store development. Around the year 2010, large home stores entered a period of full expansion. Actually, there was only one store in 2005. Today, Mei Xuhang, the director of the operation of the Group, told reporters that by the first half of 2014, they could complete the “number of chain stores in 2015†in 2015. s plan. The expansion of Red Star Macalline has never stopped, and the number of shopping malls announced by its official website has been 115. The old-fashioned stores in Beijing are more beautiful than the previous two. The current number of stores is 9. Chengwai Cheng has always maintained a single store form, but it has expanded a lot on the original basis and formed its own unique economic circle. However, Liu Yang, deputy general manager of Chengwai Chengjia Plaza, also said that the chain development is the future of the industry. "There will be opportunities to do it in the future." Even so, the market saturation brought about by the substantial expansion, the dilution of dealer profits and the market situation that has not been strong in these years have made some stores that are eager to open the situation suffer a bit. Zhao Jianguo believes that with the current market situation, the expansion of the store is still a good thing. "What is the recent action of Jimei's recent store opening?" Zhao Jianguo said that there is still a reasonable layout problem. At present, Jimei has launched four projects this year. The Tangshan store has been laid; the Yanjiao store has been in business since its official opening in August this year, and the operation effect is very good. The Lugouqiao store is inviting investment and is expected to open in October. It is expected that Yangzhou Store will be opened next year, and it is ready to take the franchise model. These stores are located in the economic radiation range of Beijing, the third-tier cities and the suburbs of Beijing. Zhao Jianguo saw the potential market and blanks in these positions to settle down the pieces. "Some people say that my expansion is slow and I have suffered a loss. In fact, I am very cautious about the expansion, because opening a store is necessary to ensure the interests of the merchants." Based on the fact that the home of the home is infinitely determined about the future of the home industry, Mei Xuhang believes that Expansion is still the trend of the times. Some people have been feathering before, and more are caused by insufficient preparation. He said that without a mature management and efficient operating system, the successful expansion mode of the home is not anyone can copy. At the same time, he also said that it is necessary to choose the store configuration according to local conditions, such as the Le House, Shangwu, etc., not every city, depending on the specific conditions of the local. The goal of a home in the real home is to be presented in a conditional first-tier city in the future. The Matthew effect gradually highlights that the so-called Matthew effect is stronger and weaker. The major mainstream stores in Beijing have strong strength and strong appeal, coupled with advanced management. “In the future, doing well will be better and better.†Zhao Jianguo, for example, the market is not as good as before, but several hypermarkets in Beijing can still Well said, some of the marginalized hypermarkets or new stores will be transformed or closed down. Liu Chen, secretary-general of the Beijing Branch of the Beijing Market Association, also expressed the same expectation: "The future direction of the store is definitely branding and intensification, and large stores have an absolute advantage." And some insiders laughed that these years have big stores. The sphere of influence and the positioning of their own customers, no one wants to intervene on other people's sites. "For example, the home is the high-end, Jimei is in the high-end, Red Star Macalline mainly attracts white-collar workers, elites, and each has a business strategy, let alone a small store, even if they are each other, in fact, it does not constitute substantial competition. The survival of the hypermarket is based on the difference in positioning from large stores. Some people have analyzed that the squeezing effect will still be there, but the current large-scale stores are positioned at the high-end and mid-to-high end, and they will not let go of their bodies. Then the rest of the market? A certain industry insider who operates low-end home stores I once told reporters that even if the hypermarkets implement the trade-in, they will not crowd out his passenger flow. "Because everyone is different in positioning." The industry insiders who said that the changes in the store's standard service upgrades were interviewed, the biggest change in these years is that the more The more standardized, the higher the credibility, and the more emphasis on their own brand building. Zhao Jianguo said that in the early years, consumers mainly considered the practicality of furniture, and it was not demanding on the environment of shopping places. But now that the taste and personality are required, the store must be upgraded. Liu Chen believes that after years of development, the display function and elegant feeling function of the store have made a qualitative leap. “The former home store is like a farmer's market. It is a booth. Now, the store, regardless of lighting, elevators, and service facilities, is a beautiful shopping experience.†Zhao Jianguo also believes that consumers are basically concerned about the safety of shopping. “Reputable, guaranteed, and well-managed stores can stand still.†The improvement in service quality in these years has been described by the industry as “overwhelmingâ€. In the past, the store only managed to collect rents, and it took the merchants to fight the price war. However, it is now widely recognized that good service is the king. Liu Chen said that the function of the rigid service industry in the store is becoming more and more prominent. The pre-sale, sale and after-sales are inseparable from the participation of the store. Therefore, the first-line payment, free detection, delivery zero delay, extended warranty period and other consumer terms are popular. At the same time, the depth of the store in the service sector has also led to service upgrades throughout the industry. Diversified ways of living When it comes to home stores, people's initial perception is to live by renting booths. However, some people are now busy with new business, and Jimei, the leader of Jimei, is typical. He once told reporters that "there are many opportunities to make money. Why do you have to hang a tree? I have not set Jimei as a single home brand." Jimei has already started international trade, and its wine system is now It can be described as wind and water. Today, he has begun to work on commercial real estate projects, and has already made some gains. Shen Yaojun, vice president of Jimei Home, also introduced that the strategic deployment of Jimei this year is to continue to develop new businesses such as real estate and international trade while maintaining the stable development of traditional businesses. It seems that Jimei Home Group wants to play a combination of multi-line development, the purpose is to make the "group full." The wording of structural adjustments for the required structural adjustments often occurs and is becoming more frequent. Some people suspect that this is a sequela of expansion. However, industry insiders said that the purpose of the adjustment is to integrate high-quality resources according to the situation of the store itself. Mei Xuhang said that in the face of development bottlenecks, some over-expanded store options can be steadily stabilized through internal structural adjustments. It is a wise move to optimize resources and cultivate internal strengths without the strength of the hypermarkets. The purpose is not only this. The Real Home recently announced the launch of the “European and American Familyâ€, providing opportunities for outstanding European and American furniture brands to become big stores and flagship stores. Mei Xuhang explained that this adjustment is to gradually establish the characteristics of the home. And Red Star Macalline has also upgraded its store image in recent years to make its fashionable image more deeply rooted in the hearts of the people. E-commerce is still exploring the future trend and objective law of China's e-commerce, but it is basically at the stage of thunder and heavy rain. Limited by the attributes of home products, its success model needs to be explored. In 2012, Jimei announced a partnership with the “Home†electronic mall to open an offline experience hall. However, some people disclosed that their business performance is only one-fifth of the average booth. After the Tmall Love Bees entered the city, Chengcheng Cheng still provided property and services in the form of rent collection. However, when asked about the views on e-commerce, Liu Yang euphemistically said that it is necessary to look at long-term development. It is reported that Red Star Macalline’s helm, Che Jianxin, took the gamble of joining Ma Yun and Wang Jianlin with 200 million yuan. He said that if 10 years later, the share of e-commerce in the mid-to-high-end retail market exceeds 15%, he is willing to lose to Wang Jianlin and Ma Yun has one billion each. The Real Home recently announced the national development plan for the e-commerce platform, and it is expected to complete the nationwide store coverage in 2015. Actually, the future believes that the future e-commerce industry must have a place for home building materials. According to industry insiders, this can be regarded as the biggest trick for the e-commerce in the field of sales in recent years. If the model is successful, it can solve the problem in the industry. Intensive farming of upstream and downstream industries Liu Chen said that the intensive cultivation of upstream and downstream industries in the future stores is bound to be a major trend. In fact, many stores have already taken action. The Lido, Lewu and Shangwu of the Real Home have already covered many home extensions such as building materials supermarkets, home improvement and household items, and there are main lighting (lighting decoration renderings) (lighting decoration renderings) Opening soon. It is reported that it will open a high-end design center in the future. The purpose of the deep home is to realize the dream of a big home. Outside the city, Cheng’s own business circle has also made great efforts for the upstream and downstream industries. Lan Jingli also developed a cloud platform from a self-organizing network company. The system should not be underestimated in the furniture trade-in activities. The promotion means to enrich those years, the price war between the stores is very fierce, you are 20% off, I am 40% off. However, in recent years, everyone has realized that price wars harm dealers' interests, and it is not a long-term solution. "We can't let the home industry become the electrical industry, and finally the dealers have no interest." And the Beijing area has a clear price, and the discount is generally around 20%. The marketing methods such as precision marketing, cultural marketing, and community-based promotion represented by blasting marketing are everywhere. The blasting marketing changed to a merchant, and the sales personnel walked into the community to find customers with consumer needs one-on-one. Cultural marketing is a multi-faceted, representative of the cultural lectures of the Redwood Conference, through the infiltration of culture to enhance the brand reputation. The relationship between the leasing parties is subtle. Once the store is the boss, it can definitely be described as "horizontal". However, after the changes in the operating environment of the store, the concept of “serving for merchants†was first mentioned. At present, there are merchants who have stores, which has become the consensus of many people. Even the heads of small stores have told reporters that the goal of internal management is to serve merchants, so that they can reduce their losses. Jimei and Chengwai have also set up their own business schools, and many stores have attached great importance to the training of merchants. Zhao Jianguo said that this is also one of the services to merchants. Recently, they also did training activities for a certain brand. Liu Yang also said that the training will not only enable merchants to regulate their operations more, but also play a role in appeasement and encouragement during the off-season.
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