Guangzhou Red Star Meikailong Pazhou Store officially withdrew from the store and settled in the business became the biggest victim of this incident. Businesses with arrears of rent choose to abandon the store to leave, and unwilling merchants try to find the person in charge of the store to discuss. The collapse of a store has put the businesses in it to the fore. Once the hypermarket, people are now going to the sky.
In addition to the impact of external environmental turmoil, the inventory pressure in their own operations also makes them unable to breathe. In the face of the backlog of warehouses in the mountains, dealers have tried their best to sell them. However, in the general environment where economic benefits have generally declined, the inventory problem cannot be solved.
Recently, the reporter conducted a survey of some dealers in Guangzhou, Shanghai and Foshan, and through the stories of some dealers, to show the dilemmas faced by dealers in 2012.
The store is not responsible for the business is very hurt
"If you don't take the pragmatic way to do the market, you only have to take care of the land. It is normal to see the withdrawal of the venue." The collapse of the Guangzhou Red Star Meikailong Pazhou Store is located opposite the Guangzhou Red Star Meikailong Pazhou Store. Lin Weixian, head of the investment department of Jisheng Weibang, said this.
When her daughter told Lin Rong about the origami on the phone, Lin Rong appeared to be very relaxed. He had not been so happy for a long time. Today is his daughter's birthday. Lin Rong is a dealer of a building Material brand. A week ago, he closed the store in Guangzhou Red Star Meikailong Pazhou Store.
In 2010, Lin Rong entered the Red Star Meikailong Pazhou Store. The business has been very sluggish. There is no user base in Pazhou, and the user's reputation needs to be accumulated. This requires the store to work together with the merchants. However, since the opening of the business, in addition to providing venues and the bright brand of the store, Red Star Macalline has almost nothing. The green belt at the entrance of the store is ridiculous, the customer must pass the road, and the side is paved with simple iron sheets, which brings a sense of insecurity to the customers. Today, when the shopping environment is valued by consumers, these obvious injuries of brand stores have never been resolved.
By the end of 2011, operating costs had become a pressure for Lin Rong: rents doubled. However, the store traffic has never been able to improve. Lin Rong remembered that there were already peers in the store. He thought that this was the normal fluctuation of the market and the survival of the fittest. But at this time, Lin Rong was not optimistic about the Red Star Macalline. He knew that the opposite Jisheng Weibang had developed into a solid market after several years. With the accumulation of users, business is much better.
At the beginning of 2012, several merchants of Red Star Macalline Pazhou Hotel proposed to withdraw from the market. At this time, there were already many empty stalls in Pazhou. In Lin Rong’s view, the withdrawal of merchants is mostly difficult to operate. This point, Red Star Macalline can be ascertained from the settlement records, when the rent has risen to 120-150 yuan (after discount) per square meter, to Nobel · Cézanne antique bricks, for example, 189 square meters storefront, monthly storefront rental cost of about 250,000, plus labor costs, monthly operating expenses of no less than 350,000, of which 71% is the cost of rent.
It is understood that the average rent of the store is growing by 3% every year, and the rising rent is due to the crazy expansion of the home store in recent years. According to statistics, the main building materials market in Shanghai has exceeded 200, the building materials market of Beijing building materials has reached more than 100, the main building materials market in Guangzhou has more than 50, the main building materials market in Shenzhen has more than 16 and the Tianjin building materials market has nearly 20. There are nearly 30 major building materials markets in Nanjing, 30 major building materials markets in Chengdu, and 20 in the building materials market in Xi'an (the total area has already exceeded 1 million square meters). The main building materials market in Shenyang has nearly 2 million square meters. The industry believes that some of these expanding stores are not self-constructed, but operated by means of joint construction or leasing. The home store adopts the mode of the second landlord. On the one hand, it reduces the rent of the store from the owner, and on the other hand raises the rent of the settled merchant and earns the difference.
In addition to rising rental pressures, the cost of the dealer's renovation is not small. When Nobel Cezanne tiles were stationed in Pazhou, Hangzhou Nobel provided 250,000 renovation subsidies for dealers. The inventory value of 189 square meters of product display area and warehouse was around 250,000, and the cost of abandoning a store was 300,000. Up and down, another 200,000 items need to be processed. In other words, merchants who are more cautious when they settle in, have smaller store areas, and have strong operational capabilities can do so without loss. Merchants with small losses will not easily ask for withdrawal due to the sunk cost of 300,000-500,000 operations. When the reporter visited the Red Star Macalline Pazhou Store, there were a few certificates and authorizations scattered on the counter in the dark Nobel Cezanne store that seemed to have been forgotten by the dealers. It can be seen that the departure was not long. Perhaps, leaving the market is not what the merchants are willing to do.
In April 2012, the relationship between several dealers including Lin Rong and Red Star Macalline was tense. Red Star Macalline’s “late†merchant preferential policies (mainly rent discounts) did not play a significant role in retaining. Merchants have lost confidence in the store. Like Lin Rong, the number of merchants who proposed to withdraw from the market has gradually increased. The short-board management of Red Star Macalline highlights: On the one hand, there is no appease to existing merchants, although there is an attitude but it is ambiguous. Although there are preferential policies, there is no specific written document; On the other hand, the dealers who proposed the withdrawal should not be handled correctly, escaping the dialogue and delaying. The Aylazzaro brand store opposite Lin Rongdian, the dealer thought that he could smoothly withdraw after paying the rent. However, due to some entanglements with the store side, the display products in the store still have not been withdrawn. The contradiction between merchants and management has accumulated repeatedly. By the end of April, the big LOGO on the Red Star Macalline Pazhou store was removed, leaving only traces that were faintly discernible.
In May, Lin Rong felt that the beginning of the closure of the same level of business began to increase.
Lin Rong is not willing to try to talk with the management, but he has never had a chance. He always hopes to get a clear reply from Red Star Macalline. The market demand continues to be weak. What should the merchants do? What plans and plans does the management have? Lin Rong has never seen the store management staff, and even did not see the staff who called the rent, he began to make another plan. However, Lin Rong always believes that it is irresponsible for some of the cost (which he calls "small money") to throw away the products that he has been acting for for several years. He will not do that. Subsequently, some dealers who could not afford to pay the rents began to leave the goods in the store, and there were a lot of stalls in the Pazhou store. At this point, the Red Star Macalline Pazhou store has been unable to operate normally due to too many merchants. The operation of Red Star Macalline Pazhou has reached a moment when it has to make a decision.
On July 18th, Red Star Macalline stated that the contract with the owner (Guangzhou Huanbo Exhibition Co., Ltd.) expired, and the owner recovered the management right of Hongxing Meikailong Pazhou Store and transformed it into business jewelry and small commodities. Lin Rong knows that this is the red star Mei Kailong's contract renewal contract with the owner. Red Star Meikailong Pazhou Store has been in the store for two years since its opening. Nowadays, he no longer has to go to Pazhou. On July 23, Lin Rong and the merchants of Gaoyi Sanitary Ware and Dagongguan Furniture withdrew the samples in the Pazhou store. As a businessman, such disappointment is the last thing he wants to see.
For the closure of the Red Star Macalline Pazhou store, Lin Weixian commented: Do not take the market to the ground, just take the money. According to the reporter's understanding, Pazhou Store is the largest flagship store of Red Star Macalline in Guangzhou. It is also the first store in Guangzhou with an area of ​​150,000 square meters. It officially opened in July 2010, and officially announced the withdrawal of the store only two years ago. . The store has also rushed to and hastily, and the losses caused by the settled merchants like Lin Rong can only be deeply felt by themselves.
Manufacturer pressure task business is difficult to deal with
"In ancient mythology, there was a bird without a foot. It can only fly all the time, can't land, and no one wants it to land, because that is the last moment in its life." Ceramic dealers are like this. The birds of the foot, in addition to the pressure from the store, were destined to be bundled in the manufacturer's frame from the beginning, and an infinite loop between purchase and sale.
Zhuang Yongji is the general manager of Yantai Yacha Tile Shanghai Branch and has been operating ceramic tiles in Shanghai for 10 years. After entering 2012, his inventory pressure is getting bigger and bigger, and his demand for tooling has been declining, and the days are getting harder and harder.
Yantai Yachao is an antique brick enterprise in Jinjiang, Fujian Province, and Zhuang Yongji is also a native of Jinjiang, Fujian. At the end of 2011, real estate regulation was more than a year. The Shanghai construction industry has slowed down significantly at this time. Zhuang Yongji’s sales are under pressure, but he has done a good job in terms of some public facilities channels and factory engineering channels in Shanghai. For Shanghai's large and small trading markets (such as vegetable market, wholesale and retail market), urban production workshops and factories, Zhuang Yongji strives to win orders. Regardless of the sunny haze, he rarely had the opportunity to sit down and drink the afternoon tea of ​​the Fujianese.
In February 2012, Zhuang Yongji received a notice of purchase. As the company pressed too much goods in Jinjiang, he was asked to purchase the goods, the amount was 300,000. The whole process of Zhuang Yongji did not talk too much detail, but showed helplessness and resentment. If Jinjiang asked him to purchase again during the year, he would not know how to deal with it. In 2011, his profits were almost entirely used to enter the shipment.
The reporter learned in Shanghai that when enterprises have accumulated backlogs, they often press the dealers for various reasons. An Italian tile distributor in China pointed out his approach: “When the crisis occurs, we will slow down the market, carefully arrange, and do some work such as employee training and dealer guidance. In other words, we think more and actually do it. less."
Zhuang Yongji needs to work hard to digest the inventory, and the Shanghai market is now more difficult than ever. He often goes out with his wife now, because the channel is not only for gifting, but also for drinking, and the wife can drive him. On the other hand, he contacted a well-sold area, hoping to help him digest a portion of the inventory. He told reporters that he learned that sales in Tianjin and Henan are still good, and hope that the products can be resold to these places.
By the time of May, Jinjiang headquarters once again hoped that Zhuang Yong would collect a number of new products, and he could not make any more. He began to figure out how to do stone business. Because the warehouse is full of tiles, he can often see some stone in front of his shop.
Shanghai Evergrande Store is the distribution base of Shanghai ceramic tile bathroom. The reporter saw the dealer Ms. Xia in the Zibo tile shop. She told reporters that this year, the tiles that were shipped from her store every day only have 2 trucks, but in the past, every day. At least 10 car tiles were shipped from Evergrande to various tile shops in Shanghai. After more than 20 years of experience, she has clearly felt the pressure of current inventory.
In the current market environment, there are not a few dealers who have experienced Zhuang Yongji and Ms. Xia. They face common problems, but they do not know who to seek answers.
Inventory pressure spawns "special dealers"
The indigestible inventory has become a mountain that has been crushed on dealers. In the process of solving the inventory problem, it has spawned “special dealers†who specialize in handling inventory for local ceramic enterprises and dealers in harsh environments. Their business seems to be doing more prosperous. Tao Lin is such a "special dealer."
Zhuang Yongji may be able to talk to Tao Lin.
Tao Lin rarely went out in the store of Yimeijia in Foshan City. He relied on an assistant and mobile phone to handle the business. When an order was negotiated, he would arrange the payment immediately. Taolin specializes in handling inventory for local ceramic enterprises and distributors. A special dealer like him has about 300 in Shiwan, Foshan.
From the second half of last year to the present, due to the shrinking market, the sales of ceramic enterprises have declined, and some manufacturers and businesses are facing the pressure and confusion of inventory. In the face of inventory pressure, some ceramic companies will press the dealers to pass the goods and pass the inventory to the dealers. Tao Lin’s cognition of overcapacity in the industry is very clear. He has witnessed the collapse of some ceramic enterprises and the operating pressure of some dealers. For those who have mastered the sales channels, he can be more in a bad environment. Easily get the backlog of the company and get more benefits from it. Tao Lin was a soldier. After demobilization, he began to distribute ceramic tiles. It has been 10 years since. With the accumulated resources of all parties and familiarity with various channels, he can always sell his products. There are 7 employees in his small store, 3 of which are shopping guides. This is in sharp contrast to the surrounding stores: his business may be good. Indeed, Tao Lin told reporters that his business this year is better than last year. Because he is familiar with ceramic enterprises in Foshan and Nanzhuang, he can understand the financial pressure of some enterprises and dealers in time, he can obtain the enterprise with a price. Backlog of products. Over time, companies and dealers will also take the initiative to find him to sell inventory products. The reporter learned that it is often very cautious for companies to sell tiles to dealers like him. Products must be sold directly and cannot enter the circulation.
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