Recently, the national home giant Red Star Macalline began to attract investment in the third store in Chongqing. However, the same is the home store, Henry Dai Home will withdraw from the Chongqing market in August this year. "The company has already handled the employment procedures with the employees." Yesterday, 20-year-old Wang Shuang told the Commercial Daily reporter that he had just entered Chongqing Henry Dai's home work for a few months. He did not expect the company to withdraw from Chongqing so soon.
On the one hand, the home crocodile is accelerating expansion, while the small and medium-sized stores are leaving the market in a cold-smelling manner. How can the small and medium-sized stores get rid of the difficulties in the oligarchy of the home industry?
phenomenon
Home crocodile keeps expanding
Recently, at the investment conference of Red Star Macalline Chongqing Erlang Store, Wang Wei, Vice President of Red Star Macalline Home Group announced: “In the next 5 years, Red Star Macalline will be 3~4 large home stores in Chongqing’s main city. As the main body, it radiates more than 90% of districts and counties in Chongqing, and completes the strategic layout of the entire Greater Chongqing regional market."
After the meeting, Wang Wei told the Commercial Daily reporter that based on the correct understanding of the urban pattern and consumption characteristics, the first step of Red Star Macalline in Chongqing was to choose Jiangbei, the second step to the South Bank, and now it is aimed at Erlang. At present, the total number of three large home stores in Red Star Macalline in Chongqing has exceeded 300,000 square meters.
At the same time, there is another large-scale new home shopping mall in Xiaojiawan, Yuzhong District. The mall is the first offline mall in the southwest of Qijia. Mao Xinyong, vice president of Qijiawang, said in an interview with the Commercial Daily: "Chongqing will become our settlement center in the southwest region. In the next two years, we plan to lay out 3~5 offline stores in Chongqing."
The Business Daily reporter also learned that IKEA's largest store in China, Chongqing Yijia Store, has completed 60% of the total project volume. The main structure will be basically completed this month and is expected to open in the first half of next year.
Sad days in small and medium-sized stores
Yesterday, when the reporter of the Commercial Daily came to the Henry Dai home store in Hongqihegou, Jiangbei, the “5 fold from the audience†hanging on the outer wall was particularly conspicuous. In the store of more than 2,000 square meters, many shelves are empty, and there are a small number of beds, sofas, plush toys, frames and Other household items in the empty hall. Occasionally, several customers walked into the store and picked up a few household items.
"During these days, because of the discount, the amount of sales in one day is more than 3 to 5 days." Henry Dai, a salesperson, told the reporter that the location of the store is good, and the spending power of the surrounding groups is also very strong, but every day is Not many customers come to the door. “We also often go to the streets to send out flyers, but there are very few people who come to buy things,†the salesperson said.
“In September 2008, we entered the Chongqing market. On August 15 this year, we decided to withdraw from Chongqing.†The head of Henry Daijia Chongqing Co., Ltd. said in an interview with the reporter.
In the interview, the reporter of the Business Daily learned that there are many small and medium-sized home stores that are facing difficulties and even decided to withdraw from the Chongqing market like Henry Dai. In the first half of this year, the Gemei furniture and yellow mud shop, which was only two years old, closed down and completely withdrew from the Chongqing market; the Kant Furniture brand, which opened in 2010, also closed in the first half of this year.
the reason
Excessive store sales exacerbate industry reshuffle
The “White Paper on China's Pan-Home Furnishing Industry in the First Half of 2013†​​released by Asia-Pacific Media recently showed that due to the economic downturn and the regulation of the property market, the sales area and dealers of pan-home building materials have doubled in the past three years, but buyers have not Doubled growth, the country's stores have a surplus of 50%. The latest data released by the Ministry of Commerce also shows that in the first half of this year, the cumulative sales of building materials and home appliances above designated size in the country was 519.6 billion yuan, down 6.19% year-on-year.
"At present, Chongqing's home stores are absolutely surplus." Yesterday, Zhao Keping, vice chairman of the China Furniture Association and president of the Chongqing Furniture Association, said in an interview with the Commercial Daily that whether it is a home store or a local store in Chongqing, it is currently They are all expanding around the primary market. "This situation has led to more intense platform competition."
“Although some stores have gradually withdrawn from the market in the industry shuffle in recent years, the total area of ​​Chongqing home stores is still around 2 million square meters, which is still a surplus from the total.†Li Chengda, Secretary General of Chongqing Furniture Association Said.
Qin Zhanxue, executive vice president of China Building Materials Circulation Association, told the Commercial Daily: "In the case of a relatively surplus store, there will be a phenomenon of 'sucking gold'. The service is good, the brand's hard market is becoming more popular, and the service, Small and medium-sized stores with weak brands are facing great pressure to survive."
The strategic layout of small and medium-sized stores is not clear
In the eyes of the industry, despite the excess market, Chongqing's home market activity is not low. Chongqing online real estate data from Chongqing Yucheng Real Estate Consultant Co., Ltd. showed that in the first half of 2013, the total transaction volume of commercial housing in Chongqing's main city was 130,142 sets, a record high in three years. Li Chengda believes that from the current situation, the demand for the Chongqing home market is still very large, which can explain why the hypermarket will accelerate expansion. "At present, large stores such as Home, Red Star Macalline, Yan En Home, Ju Xin Mei occupy a major share of the Chongqing market. From last year's data, its sales accounted for about 70% of the city's home market." Li Chengda said.
“As the market continues to expand, today's stores are starting to be better than after-sales service, better than integrity, and better than product quality. Many small and medium-sized stores in Chongqing are not doing well because the size of small platforms is too small, and well-known brands are few, medium and high-end products. If you can't get in, you can't form a climate, which brings them a certain survival pressure." Zhao Keping said.
“The main reason for the closure of the small and medium-sized stores is that their own positioning has not been recognized by the market.†Li Chengda believes that such stores as Deyi Furniture City and South Asia Furniture are taking the middle and low-end routes. The right customer base is the wage earner. Because the positioning is very accurate, it has done a good job in the fierce competition.
Deep in the news
Enter the third and fourth line market
Living space or bigger
"Small and medium-sized stores want to survive, they must learn to play 'guerrilla warfare'." Qin Zhanxue, executive vice president of China Building Materials Circulation Association, said that small and medium-sized stores must be transformed and upgraded to avoid the "fighting and melee" of home crocodiles. Small and medium-sized stores can consider the development of the third- and fourth-line markets, such as building home and building materials supermarkets in districts and counties, and taking the lead in one area.
"White Paper on China's Pan-Home Furnishing Industry in the First Half of 2013" pointed out that in the investigation of ten industries including decorative materials, furniture, pan-home, doors and windows (door and window decoration renderings), sanitary ware, custom home, overall home, flooring, ceramics, etc. It shows that the dealership business in first- and second-tier cities is declining, the third-tier cities are flat, and the fourth-tier cities are rising.
For the current layout of the home store in China, Zhao Keping, vice chairman of the China Furniture Association and president of the Chongqing Furniture Association, believes that small and medium-sized stores must clearly see where their living space is, identify their own consumer groups, and let their own Consumer groups see their unique sparkle. "The future market competition will test every platform, and large-scale stores with strong economic strength can do comprehensive stores, but for small and medium-sized stores, there is more room for market segments," said Zhao Keping.
Misalignment competition
Can also grab business with big sisters
“The positioning of the store is very important.†Zhou Jing, general manager of the Western Building Materials City, said in an interview with the Commercial Daily yesterday that the store began to implement the independent store business model with mahogany as the main body last year, and promoted the high positioning of household products through mahogany furniture. Attracting customers. “The market for the home market was not good for the past two years. At the beginning of last year, the vacancy rate of our independent stores reached 60%. But now, the vacancy rate is zero.†Zhou Jing said.
Chen Shaoyou, the person in charge of the famous letter, said that the home industry has reached a period of change. Pure promotion and price wars have no meaning. The marketing model should be transformed into service and leisure. For example, the Space Art Center launched by Juxin Mingjiahui last year introduced famous domestic designers and studios to provide consumers with personalized consumption support. In addition, the store also broke the normal operation mode of the home store to stop operating at 6 or 7 in the afternoon, so that consumers can also go shopping after dinner.
In response to the problem of positioning, Li Chengda, secretary-general of the Chongqing Furniture Association, pointed out that small and medium-sized stores must determine their positioning and development direction according to their own economic strength, resource conditions, and circulation platform. They must not blindly play cards, and they must not change their shots. A single shot, long-term transfer of positions will not be conducive to the long-term development of enterprises.
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