Under the current situation, the international economic crisis has been delayed, and the regulation of domestic real estate has not diminished. For the furniture industry, export sales are blocked and domestic sales are not smooth. It is really a situation of "internal and diplomatic difficulties". How to break through the current difficulties of internal and external troubles The opening of the market is a common concern in the furniture industry, and it is also the goal of the industry's continuous efforts to break through. In order to achieve this goal under the current situation, everyone is aware of the importance of channel change. Therefore, the author summarizes the following A typical path for channel change.
Strength manufacturers leave the store to build independent stores
The brand independent store is independent of traditional retail channels, including specialty stores and experience stores outside the home store. It not only has precise customer positioning but also emphasizes the brand, not only can fully display the product, but also flexible planning large-scale marketing activities. However, it is not easy to open an independent store and make it survive. It requires manufacturers to have a certain strength to support the opening of an independent store. This is why large brands and well-known brands generally open independent stores.
The tradition of furniture brands to open independent stores has a long history. Most companies such as Meikemeijia, Qumei and Super Comfort have insisted on taking the independent store route from the beginning. For example, Meikemeijia specializes in American-style exquisite homes and manages its own branded products; Qumei Furniture and Red Apple are the main styles of modern style and operating their own brand products. Most of these independent stores have a unified style and convenient geographical location. Compared with the hypermarket, the advantages are rich in products, complete product series, complete categories, complete product lines, and complete display of enterprise products; independent stores are not subject to channels. It can also avoid problems such as high rents in stores and vicious competition among brands. It also has a striking brand image and can reflect the brand's grades. In addition, the independent store has an accurate design style and sophisticated design, which is defined as high-end and high-end.
In view of the trend of independent store training in recent years, many industry insiders speculate whether independent stores will compete with stores. Wang Jiafeng, general manager of Red Apple Furniture, said that independent stores are an inevitable trend of the industry, and it can not only fully display the company's Products, but also to meet the needs of the consumer experience, which are all needed by brand companies. Some insiders believe that independent stores are more of a platform and channel for display, not for robbing consumers. Wang Xiaobing, vice president of decoration now, said that independent stores are not necessarily the trend of the home industry, but an important platform for companies to show their own characteristics and let consumers understand and accept. Wang Xiaobing believes that the most important thing for an independent store is to combine the characteristics of its own company to better let consumers feel the experience. Of course, it does not rule out that it will bring more profit growth points in this way.
Cross-family operation store predators collective electric shock
Home store sellers? In fact, this is "not the news of the news": Last year, Fusenmei Home introduced seven major audio lines including B&W, Yongchang, JBL, German buzz, Cinemaster, KEF, and Yingjue. Gold air conditioners, etc. are included. Red Star Meikailong Shuangnan Store has gathered kitchen appliances brands such as Fangtai, Shengshi Henglong, Midea and Olin. The Bailima Kitchen and Bathroom Center has the top products of the boss's electric appliance - a range hood with a price of about 40,000 yuan. The whole body is made of steel, with LCD screen, and can also play MP4... The home store crocodile collective "electric shock".
This trend of cross-border management just conforms to the "pan-home" culture. The furniture store also sells home appliances, which not only increases the income of the store, but also eliminates the need for consumers to go shopping and buy the home appliances. "Most consumers say "to raise their hands." Ms. Qian, a citizen, said: "It’s all about loading a house. Once you get it, you have to run a lot less." At the same time, this "integration" also gives consumers the benefits of personal experience. As the total consumption of consumers increases, the profit margin of the store side can also increase, which is convenient for consumers to participate in some large-scale preferential promotions. In addition, furniture and home appliances are purchased together, and the overall style and installation position of the home decoration are more. Easy to grasp, reducing the cost of renovation and installation.
This positive change in the home store, the industry insiders said that this reflects the needs of the era of the market trend, the consumer's immediate interests, hope that the store can continue to improve and improve in more aspects, seized from a single The opportunity for a structure to transform across borders.
Home e-commerce experience hall offline
After nearly 10 months of trials, the Tmall Love Bees Home Improvement Line Experience Hall has ushered in new changes. On March 1st, the Tmall Love Bee Tide Experience Hall (formerly Taobao Mall Aibo) announced that it will relocate from the former Beijing suburb of Sihuidong to the “Xiawaicheng Furniture Plazaâ€, a commercial real estate center in Beijing’s South Third Ring Road. The business area of ​​the offline pavilion will be expanded to 2 times that of the original pavilion, and the business brand will also double.
Relying on China's largest B2C platform Tmall, socialized household goods will pass the original O2O of the offline experience hall to better realize the "online shopping", "offline experience" and "one-stop delivery installation service". Sewing docking and integration, it is understood that the new venue will be composed of 600 model rooms and shelf display areas. The furniture and accessories in the model room come from different businesses, including All-Friends, Zhihua Shi, Qumei, Ximengbao, Suibao. Large brands such as Oup, NVC, Cobb Moen, Hansgrohe, St. Provide consumers with more choices.
Due to the deep understanding of the development trend of the industry, the active participation in the transformation brought by e-commerce to the home building materials industry has promoted the settlement of the Tiancheng Aibo Chaocheng Foreign Home Experience Museum. According to the person in charge, in the future, Tmall Aibo Chaocheng Waicheng Home Experience Center will continue to integrate online and offline O2O mode, namely Online to Online, which means that merchants can display product information online and experience product service offline. Let consumers have more full awareness. Through such reservation-type consumption, the household consumption group can not only broaden the room for product selection, but also make the most suitable choice for home decoration through online and offline comparison.
Furniture factory direct sales platform nationwide expansion
Speaking of this, I have to mention a "black horse" that was launched in the home industry last year - Xiangjiang Global Home CBD, which has been seen since the opening of the National Day of 2011, and its achievements are obvious to all. Myths are also beyond the reach of peers. The emergence of Xiangjiang benefited from policy guidance on the one hand and the development of the home industry on the other. For the dealers of the majority of brand agents, the reduction of sales links, logistics costs and the reduction of storage costs are not to be underestimated. Domestic logistics costs have remained high, and there are many difficult problems, such as the madness of refined oil prices, the numerous tolls, and so on. The storage costs that have risen this year have also pushed back the pressure of dealers. Xiangjiang Home's development strategy of “big trade, big circulation†will change the characteristics of “big market, small industry†in the home furnishing industry, help dealers reduce intermediate links through unified distribution and logistics system, and can directly purchase national brands in Chengdu, the west. The products, saving freight and logistics time, therefore, from the industry evaluation to the market reaction have been "also called good and good."
After the Hong Kong global home CBD burst, the country began to follow its direct sales model, so so far, the news of the establishment and opening of many large and small direct sales platforms has been launched nationwide. The Shenyang Xiangjiang Home Furnishing Building Materials Furniture Factory Wholesale City, which opened recently, has attracted attention from all parties. Its hot scene has made many people and people in the industry feel incredible, and the grand opening of the first-generation wholesale price building furniture factory in Xiangjiang Home Northeast The curtain also sparked a hot discussion about the home marketing model.
Recently, Shenzhen has also had a movement in this regard. The National Chamber of Commerce and Industry Furniture and Decoration Industry Chamber of Commerce and the Guangdong Furniture Chamber of Commerce took the lead in organizing the factory to build a wholesale direct sales platform. Jinhaima Furniture Factory Wholesale Direct Marketing City is about to land in Shenzhen. The brand furniture factory is stationed in Jinhaima Home MALL in the central area of ​​Shenzhen, creating a wholesale and direct sales platform for the exhibition, realizing direct face-to-face transactions between factories and consumers, reducing a large number of intermediate links, reducing cost and making furniture prices lower than the market price by 50% to 70%. Greatly improve the happiness index of citizens in Shenzhen and even the surrounding areas.
Rectangle Ring,Rectangle Stone Ring,Rectangle Emerald Ring,Rectangle Aquamarine Ring
Guangzhou Jerryan Leather Co.,Ltd , https://www.jerryanbag.com