According to the traditional model, people often buy furniture and other building materials products often go to the home store, which also forms a consensus. However, in recent years, most home furnishing companies have entered the comprehensive shopping malls such as department stores, and as the community market has become larger and larger, the community business development has gradually become larger and has gradually become the mainstream development of the people. How to divide the "cake" in the market?
The next hot spot in the home - should the community market enterprises catch it? (Photo source network)
Is it feasible for the home enterprise to test the water community market?
In recent years, with the coldness of home market, many home furnishing companies have begun to switch to large-scale integrated commercial plazas. With the community business becoming more and more people's life needs, coupled with the increasing renovation of old houses, home furnishing companies are gearing up to find a new direction of development in the community. On November 25th, the opening of the 2016 Beijing Business Summit Forum made the “community business new ecology†become the focus of discussion. Furniture companies need to find opportunities on time.
Community market into a home business to expand new business development
At present, the community business ecology has become a focus topic in the home industry discussion, which has inspired many companies.
But in fact, as early as 2011, the home furnishing industry had a wave of community store layout climax, but soon they quit because of the high cost that could not be carried. It is not new to open a community store in a home business. As early as five years ago, home furnishing companies have opened large-scale community stores in Changping, Huilongguan, Wangjing and Tiantongyuan, providing new home renovation, renovation of old houses and partial renovation. Service, but all ended in failure.
Compared with five years ago, the market environment has changed in 2016. As more and more old houses enter the peak of secondary renovation, the community has been able to provide terminal enterprises with soil for terminal growth. Therefore, for the wardrobe business, the current market is slightly different from the current year. Now 80%-90% are old houses. It is a good way to enter the community and expand community business. â€
“One City 100 Stores†has become a key strategy for intensive placement
“Community commerce is an inevitable trend of market economy development. The closer to consumers, the better the experience and service will develop very well. On the contrary, the elimination will be very fast.†This is the 2016 (10th) Beijing business peak. During the forum, Liu Yang, general manager of a well-known store market operation, expressed his views to reporters.
Staring at community business opportunities, creating advertising through community elevators, community gathering, group buying, and lectures to attract community consumers will become the focus of the company's next step. Relevant professionals said: "Community is the link mode for home improvement business, and entering the community is an industry trend." In the “One Shop, One City, One City and One Shop†released by Senna Spring on September 5, 2016, the intensive distribution of community stores has become a key strategy. “'One City 100 Stores' refers to opening as many physical stores as possible under the building materials line, opening the store to the last 100 meters from the consumer." In addition, the company's home improvement business will also start testing community business in 2017.
Service construction is the foundation of home business based on the community market
"Only two or three times higher than the original service quality can really develop in the community." An industry source said.
In Wang Xiaobing's view, the commercial enterprises in the community must be prepared for the long-term layout, and the long-term layout has become the focus of many enterprises. In Wang Xiaobing's plan, the whole strategy of layout community stores has a trilogy, the first is home service, the second is home service, and the third is home service. By providing quality home services, consumers will be recognized, and then expanded into various areas such as housekeeping and food, and earned profits. On this basis, we will further expand our home service to provide consumers with tourism, culture and other spiritual aspects. service. “The core point of opening a community store is the quality of service. All the communities inside are all aborigines. They are relatively fixed. One service is not doing well, and the reputation is getting worse. The previous efforts have been abandoned.â€
Community business has higher requirements for service quality. For those home businesses that are ready to enter the community, the key point is to improve service quality.
For the home business, in the community market, both the new community and the old community can provide enterprises with an interface for consumers to enter the market. After the business model enters the community market, it will also bring consumers and enterprises. Practical economic benefits. The low customer cost and high conversion rate of community commerce can make up for the service cost pressure brought by high rent. It is the precondition for the home business to choose the layout of community business, and it is also the basis for the survival of the community store in the home enterprise.
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