The overall decline in the Chinese furniture market has been going on for nearly two years. So far, no signs of improvement have been seen. The shuffling is also one after another. In addition to dealers and manufacturers, the affected people also include many hypermarkets that used to be quite strong. In the face of such an unbearable market environment, opening an independent store or moving to the e-commerce market? How to jump out of the store, has become the biggest problem that major businesses have considered.
Unable to expand at high speed
Furniture dealers and companies have always loved to enter high-end stores, which not only attracts target customers, but also highlights the brand's market position. Under this situation, high-end home stores such as Red Star Macalline and Real Home have achieved rapid development. In recent years, Red Star Macalline has expanded at a rate of about 10 new stores each year. In March 2012, Red Star Macalline Tianjin Hedong flagship store officially opened, proclaiming that Red Star Macalline took the lead in breaking the scale of 100 home Malls in China.
However, behind the rapid expansion, it has made the dealers who have cooperated for many years miserable. Take Red Star Macalline as an example. There are only three in Suzhou, with a total area of ​​670,000 square meters. The two shopping malls opened in the early years are now gone to the sky. The shops on the third and fourth floors of the outer circle are all vacant, and the shops in the inner circle are bleak, extremely depressing. After the completion of the new store in 2011, after increasing investment promotion and preferential policies, several times of investment has been squandered, and the mall is still unable to open. At the same time, in June last year, the 150,000-square-meter Red Star Macalline Guangzhou store was shut down for rectification, forcing merchants to withdraw from the market, but also exposed the potential crisis of blind expansion of the franchise model.
Implementing the rent reduction offer, it is difficult to last long
In order to avoid the situation getting worse, the major domestic stores have put down their bodies and asked for a stay. Actually, Shenyang Sandian will be rent-free from June to September 2012. If the situation is not good in September, it will continue to introduce preferential policies. Hefei Red Star Meikailong (one store) rent is reduced by 15% in 2013 (ie September this year to September next year), the sixth space is rent-free for 4 months, Red Star Macalline (second store) has just opened, rent-free 2 month.
Although the implementation of the rent reduction offer is indeed beneficial to the dealers, everyone knows that this is not a long-term solution. The combined reaction after rent reduction must be a substantial increase in rents, and it is only a matter of time before the store pressures. Instead of struggling, it is better to leave the sea of ​​suffering and seek his way. A dealer who is preparing to leave the field said.
Jump out of the store, find a new way
The form of the attached store is no longer suitable for the current market. How to seek a new road has become the first issue for businesses. It is understood that in 2012, various emerging models such as independent stores, self-operated stores, e-commerce, designer channels, and community stores were officially unveiled as challengers.
Qumei and Meikemei have their own self-reliance portals, attracting consumers to purchase products in all aspects of the independent store with large display area and numerous categories. Gujia Home, a well-known home furnishing brand, opened its flagship store in Taobao. It invested heavily in corporate and corporate resources to provide key support for consumers who want to shop online.
In the current downturn in the furniture industry, simply relying on the store to make a profit has become a cloud. Exploring new models, all-round marketing is the king of the firm to stand firm. Then, is the strong selling market willing to be left out or looking for business opportunities? How should the furniture industry reshuffle the way? This will definitely be the focus of the Chinese furniture market in the new year. The decline has been going on for nearly two years, so far no signs of improvement have been seen, and shuffling is also one after another. In addition to dealers and manufacturers, the affected people also include many hypermarkets that used to be quite strong. In the face of such an unbearable market environment, opening an independent store or moving to the e-commerce market? How to jump out of the store, has become the biggest problem that major businesses have considered.
Unable to expand at high speed
Furniture dealers and companies have always loved to enter high-end stores, which not only attracts target customers, but also highlights the brand's market position. Under this situation, high-end home stores such as Red Star Macalline and Real Home have achieved rapid development. In recent years, Red Star Macalline has expanded at a rate of about 10 new stores each year. In March 2012, Red Star Macalline Tianjin Hedong flagship store officially opened, proclaiming that Red Star Macalline took the lead in breaking the scale of 100 home Malls in China.
However, behind the rapid expansion, it has made the dealers who have cooperated for many years miserable. Take Red Star Macalline as an example. There are only three in Suzhou, with a total area of ​​670,000 square meters. The two shopping malls opened in the early years are now gone to the sky. The shops on the third and fourth floors of the outer circle are all vacant, and the shops in the inner circle are bleak, extremely depressing. After the completion of the new store in 2011, after increasing investment promotion and preferential policies, several times of investment has been squandered, and the mall is still unable to open. At the same time, in June last year, the 150,000-square-meter Red Star Macalline Guangzhou store was shut down for rectification, forcing merchants to withdraw from the market, but also exposed the potential crisis of blind expansion of the franchise model.
Implementing the rent reduction offer, it is difficult to last long
In order to avoid the situation getting worse, the major domestic stores have put down their bodies and asked for a stay. Actually, Shenyang Sandian will be rent-free from June to September 2012. If the situation is not good in September, it will continue to introduce preferential policies. Hefei Red Star Meikailong (one store) rent is reduced by 15% in 2013 (ie September this year to September next year), the sixth space is rent-free for 4 months, Red Star Macalline (second store) has just opened, rent-free 2 month.
Although the implementation of the rent reduction offer is indeed beneficial to the dealers, everyone knows that this is not a long-term solution. The combined reaction after rent reduction must be a substantial increase in rents, and it is only a matter of time before the store pressures. Instead of struggling, it is better to leave the sea of ​​suffering and seek his way. A dealer who is preparing to leave the field said.
Jump out of the store, find a new way
The form of the attached store is no longer suitable for the current market. How to seek a new road has become the first issue for businesses. It is understood that in 2012, various emerging models such as independent stores, self-operated stores, e-commerce, designer channels, and community stores were officially unveiled as challengers.
Qumei and Meikemei have their own self-reliance portals, attracting consumers to purchase products in all aspects of the independent store with large display area and numerous categories. Gujia Home, a well-known home furnishing brand, opened its flagship store in Taobao. It invested heavily in corporate and corporate resources to provide key support for consumers who want to shop online.
In the current downturn in the furniture industry, simply relying on the store to make a profit has become a cloud. Exploring new models, all-round marketing is the king of the firm to stand firm. Then, is the strong-selling store willing to be left out or looking for business opportunities? How should the furniture industry reshuffle the way? This will be the focus of the industry in the new year.
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