In recent years, the home industry has received much attention. From "Poisonous Floor" and "Vanke Paper Door", it has evolved into "XX Brand Boss Running", "National Home Furnishing Vacancy Rate", "Red Star Meikailong Withdrawal of Shops", "Current House Clear Price Sales", "The rise of the professional home of the home", "the discussion of the theme of the exhibition e-commerce", "the boycott of the business alliance activities", "Mele Lele, Qijiawang experience store" "Lin's wood industry double sales of 350 million "The "home is the largest home-run carrier in the country" and so on. All kinds of information came to the forefront, which indicates that there is a sign that the entire home furnishing industry is full of mountains and rains.
Where should the home store go? I have been immersed in this industry for 6 years, and there are too many emotions. I have a few words about this issue.
First, the home store enters the deep cultivation period, the mall seeks the role change
The role of the home shopping mall as a resource integrator of the brand needs to be changed. As the real estate explosive dividend period has come to an end, the future will be a long adjustment period, and real estate will also transform from extensive property to deep farming property. The weakness of the real estate industry has caused the home furnishing industry to fall into disrepair. For example, some of the leading dealers such as Red Star Macalline and Real Home have withdrawn their stores.
The development model of the initial home furnishing industry is nothing more than an alliance with the factory. Through the unified investment promotion, unified positioning, unified marketing, unified management and management of the home store, and then the national replication of the business model, the rapid development of the factory and the store. Initially, some factories followed the opening of the store, and indeed there was a roller coaster-style rapid development. In recent years, the booming development of the home furnishing industry, as long as there are dealers to earn money, all walks of life have joined the ranks of the home industry, the expansion of the follow-up led to the closure of some small factories, the new factory to join in, foreign trade The company's transformation competes for the domestic market, and the competition has become so fierce. The future of the factory has become extremely difficult. The factory that grew up in the early days has also increased the maintenance of the channel and the promotion of the brand, focusing on the transformation and innovation of the dealer channel, helping the dealers to market and manage the management, no longer subject to the home. The management of the store and the cooperation with the home market are gradually drifting away.
Capables such as Meikemeijia, Coolman, Qumei, and Gujiajiao are already taking the road of brand independent stores and home e-commerce. Home stores continue to go to a city to open a few stores, blindly pursuing rental income, forcing dealers to continue to shop, this means has become increasingly ineffective. Home stores have become difficult to attract and difficult to operate in a "difficult situation", home stores should be transformed from the role of resource integration into the role of platform service providers, deep farming and management, on the one hand should integrate all aspects of superior resources to achieve a real go out Carry out resource integration and brand dealers to develop together, and seek a certain market share in a highly competitive market; on the other hand, it should improve the operating level of the mall and the market's ability to resist risks, and the core of experiential service is the ultimate in experience. Let customers have a better experience and participation, the store and the customer can not form an organic cycle, the customer has no sense of participation, the mall self-conceived in the process of self-satisfaction, screaming what after-sales service, can not let the customer really "Shuang".
Second, the independent store model and the organic collection of shopping malls, optimize the human flow line
It can be seen from the situation of major exhibitions in recent years that the overall home development momentum is obvious, such as: the model of the model integration of the model, the window of the city, the home of Jiajia, the good Lai Ke, the home decoration, etc., and the development into a full-category home market. The pattern, from plate, solid wood, children to European home, home textiles, jewelry gradually covered all categories.
Nantong home network editor, the article comes from the network.
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