Every year in the month of the Golden Nine and Silver 10, the home industry is beginning to move around, trying to change the market opportunities that are rare in the year, but for the traditional home stores, it is a bit different. In the context of the rise of Internet e-commerce, traditional home stores have been hit hard. Even if it is the “Golden September and Silver 10†in the peak season of home market sales, the store is still deserted, and “transformation†has become a hot word for enterprises. In the face of the arrival of "Golden September and Silver 10", where is the home market going?
The market has a colder turnover than the customer
According to the reporter, data from third-party market monitoring agencies showed that during the National Day of 2015, the sales performance of home stores was a sales low in the year, and this year's May 1st market sales also fell sharply. In July this year, the national building materials home prosperity index was 105.20, a decrease of 1.95 percentage points from the previous month, which has been falling for two consecutive months. Sales of building materials and homes above designated size in the country were 103.18 billion yuan in July, down 3.37% from the previous month.
Although the property market has improved this year, the home market has not received much favorable influence. The reporter visited several building materials and home stores on the spot. There were very few consumers, the flow of people was not optimistic, and the salespersons were more than customers.
Some reporters in the industry have revealed that Wuhan home furnishing stores are engaged in business, homogenization competition is serious, pavement rents are competitively pressed, and the occupancy rate of shops is generally less than 70%. The merchants are shouting "Business is difficult to do." One more time is the notice on September 1st, Wuhan Jinma Kaixuan CBD Commercial Company's boutique city management company said, "If you do not open the door for three consecutive days, we will regard you as abandoning the operation rights of this store. The "Jin Jiu Yin Shi" home buying scene seems to have become history.
The rise of e-commerce and the upstream home chain have shocked home stores
Experts analyze that the coldness of home stores is inseparable from the influence of external factors such as Internet e-commerce development, home improvement, and real estate decoration, and the lack of unified planning and internal factors of serious homogenous competition. Home stores are in urgent need of transformation and transformation.
The home sales chain includes developers and decoration companies, and their decision-making in industrial management also directly affects the operating status of home stores. Vanke, Evergrande and other well-known developers launched a finely decorated room, playing the slogan of “staying in the bagâ€, greatly reducing the chances of owners visiting the home store. In order to save time and reduce trouble, many owners will choose the all-inclusive price when decorating the house. This will undoubtedly give the decoration company more right to speak on furniture and building materials.
On the other hand, the rise of Internet homes has also caused headaches in traditional home stores. With the upgrading of electronic network technology and the improvement of modern logistics, online home transactions are increasing. Xiaomi, Haier and other companies have also developed online smart homes. The expansion of e-commerce has gradually become stronger, and the home industry has become a hotspot for e-commerce competition. This series of situation has caused different degrees of impact on the home market.
Jin Jiuyin Shi 10 is not the key to seeking change is the key
The “Golden September and Silver 10†market developed by traditional home furnishing manufacturers is a past tense. The fearless struggle does not have much substantive effect on the stores with less traffic. It is better to plan how to jump out of traditional thinking under the existing conditions. , revitalize the market.
As the saying goes, it is the way to cure its own people. Since traditional home stores have their indelible drawbacks, the development of the Internet is not just a wedding dress for e-commerce companies. Online marketing can also become a traditional home store. The way to survive, and the traditional home store with physical stores becomes a key advantage.
Everything has its own advantages and disadvantages. The more developed the Internet, the more non-replicable offline commercial resources are more scarce, and the physical stores are an important stepping stone for the transformation of traditional stores. It can guide key counties and towns to turn physical stores into the main community commercial entities and become the common living room of the neighborhoods and communities;
At the same time, household consumption has the characteristics of experience and service. Traditional home stores and home stores are essentially direct experience centers and service centers for consumers, which is difficult to achieve online transactions. Through the use of big data on the Internet, it focuses on feedback from users, promotes the extension of online business, and creates a “commercial life community†that is online and offline, leading the structural upgrade of home consumption.
When enterprises are caught in a bottleneck and a deadlock, they sometimes stop and rationally analyze it. Finding a precise direction of transformation and development will be much stronger than rushing to the doctor. There are also infinite variables and possibilities in the market. In the fierce market environment, stores and businesses need to change their thinking and increase the added value of products and services. Time will lead to more substantial changes in traditional home stores to accommodate the changing trends in physical consumption.
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