After nearly 30 years of "bull market" development, the Chinese furniture industry has ushered in the industry's winter. Located in Chengdu, Sichuan Basin, although some of the stores are affected by the market, or leave the scene, or the situation is sluggish, this magical land seems to be a “paradiseâ€. In 2012 alone, nearly 30 large-scale home building materials were opened. The store, and this number is still increasing, so that people have to start to doubt when they are shocked, can the consumer market carry such a heavy volume? Faced with successive competitions, how will these stores break the current situation? Or, for store operators and merchants, all this means that China's home furnishing is opening the curtain of the fourth industrial revolution? Concentration of channel change is a trend.
In March of this year, Li Yang, vice president of the Chinese Academy of Social Sciences, said at the Global Home Furnishing Distribution Platform Development Forum jointly organized by the Economic Committee of the CPPCC National Committee, the Circulation Industry Development Department of the Ministry of Commerce, and the Ministry of Economic Affairs of the National Federation of Industry and Commerce. The biggest problem is in the field of circulation. Only the mode of production, sales, and logistics can no longer adapt to the existing market. With the influence of the big platform, attracting the whole industry chain from production and marketing to logistics, we can truly solve the current predicament. After the Chinese economy enters a transition period, it has become an industry consensus to build an industrial chain integrating production and sales of the home industry.
Chengdu Furniture Industry Park is a landmark home production and sales cluster area in Chengdu. It plans 3,300 mu of production area and 3,500 mu of CBD area, covering the wholesale and retail of furniture and building materials. The park also has a national quality inspection center. . The relevant staff of the Chengdu Furniture Industry Park Management Committee said that the great advantage of the park lies in its perfect industrial chain. Through unified planning and management, the product line is completely covered, from import and export furniture, Sichuan boutique furniture, lighting, materials, home textiles, etc. . At present, the homogenization competition in the industry is still relatively serious, but the park property is “30% sold + 70% leaseâ€, and most of them are operated by the owners themselves. Therefore, the product price is about 40% higher than the central city, which is relatively more. Have a competitive advantage. “The Chengdu home furnishing industry is welcoming a channel change.†The staff said: “The future Chengdu home furnishing industry must be in the form of agglomeration, which will also be an upgrade of consumption habits.â€
It is reported that similar parks also include the Western China Brand Home Furnishing Industrial Park, which is under planning. The project is located at the junction of Chengdu and Ya'an and is the core professional industrial park of Chengya Industrial Park. After the completion, it will gather many advantages such as advanced production technology, functional design, and strong experience in home operation, and the best cost-effective labor resources; perfect infrastructure, logistics facilities and developed home supporting industries to form a large collection of home furnishing industry. Based on the west, it radiates across the country and affects the world.
Differential positioning consumption habits determine everything
The emergence of emerging home stores has, to a certain extent, changed the territory of Chengdu's home furnishing stores. Now it seems that the three-legged model of the city center, Hongpailou and Xinnantiandi has become a flowering situation in the whole city or even the whole province. There are many well-known stores that go to the secondary city to open stores.
However, many people in the industry have their own views on this. Lai Jianrong, director of sales at Zenan Family, said: "At present, the main problem in the new business district is that it is located in an emerging area. The surrounding customers are limited, the radiation range and influence are relatively weak, and the strength and marketing efforts of operators are not greater than those of the old business district. Therefore, the market structure has not changed much. In addition, it is also the winter of the home furnishing industry, so the pressure of survival in the emerging business district is even greater.†He said that the market is now basically stereotyped, and consumers’ buying habits are not easy to change. After all, household durable consumer goods are different from fast-moving consumer goods. Customers are not only looking for convenience, so the store has opened too much, and without obvious differentiated competitive advantages and clear market positioning, it is difficult to survive. "So the store is not a surplus, but if no one can shake the current market structure, then the latecomers can only be affiliated and foiled."
However, there are also people who are taking risks to make another attempt. The eight-year-old VIII-a-billion-a-billion-dollar home-based Expo City, built by Shuangyi Group, may give people a new consumer experience. It is reported that the future of Bayi International Home Expo City will be guided by the creation of a world-class ecological garden city, with a green, environmentally friendly, low-carbon, garden-style shopping environment as its main feature. Chairman Wang Xuemao said that it will subvert the planning and positioning of the traditional home store in the past, extending the concept of “home†to the concept of “homeâ€, which includes furniture, sanitary ware, lighting, craft decoration market, hotel and home headquarters building. Movie City, Home Appliances, and Catering Services. Some insiders have commented that a new shopping life experience presented in this way is hard to say that it will not lead to another new trend of home shopping.
Industry shuffle to leave a truly professional team
"Since this year, Jiafei, Dagang, Qinglong and other Qingbaijiang 6 home furnishing professional markets have been born. The second phase of Xiangjiang Phase I, Home and Home, Love Light Fort and other new furniture stores are opened one by one. Blind Chengdu home market, The expansion of the industry, which is difficult to brake, has added a shadow to the sluggish home industry, which has intensified the pace of competition in the industry. Who will silently leave the industry again? Who will be sadly out?..." This is the wave of International Home Expo Park The person in charge of marketing, Luo Zhaojiu, made an opening statement when communicating with the merchants, but what he actually wanted to express was the emergence of opportunities. “Whenever an industry bottoms out, that is, the reshuffle comes, it will spawn new development space. Now is the time of integrated marketing and integration promotion, the era of service upgrading, all brands and malls need to build A steel team that can recruit for good warfare, to achieve service integration, wireless communication, promotion of terminalization, and modernization of communication, can cater to consumers and lead the development of the industry."
In the same opinion as him, Han Dazhong, head of Qinglong International Building Materials City Market, in his view, the current appearance of various home building materials stores has expanded three times more than the original market capacity. "But this is actually a good opportunity to eliminate the bubble of social hot money in the competition, and the real professional marketing team, as well as the real strong store brand, will precipitate." He said that the new store is constantly Appearing, just like the squid effect, will stimulate everyone to innovate, attract consumers to come to consume, and attract more and better brands to stay.
In this way, the on-site brands invited by the powerful professional stores are all with good reputation, quality and high quality. When encountering market shocks, this type of brand has stronger ability to withstand risks, and also eliminates a batch of inexperienced The hot money merchants are actually a kind of self-adjustment of the market and become a lever between the balance of consumption and sales.
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Dislocation competition meets consumer demand
Rong Weiwei, secretary-general of the Sichuan Furniture Import and Export Chamber of Commerce, said that Sichuan home furnishing stores should currently form a relationship between dislocation competition and overall competition. Enterprise business activities are a special kind of game. The business activities of enterprises must compete and cooperate, in order to overcome the strategic disadvantages of traditional enterprises over-emphasizing competition and bring new energy to the development of enterprises.
Furniture needs to be branded like real estate and automobiles. To achieve standardization and scale, the CBD model with obvious cluster utility is an inevitable outcome of the development of the furniture industry. However, it should be noted that both consumers and professional market operators must calmly analyze the content of the exhibition in the CBD planning must be positioned to get out of the characteristics, otherwise the homogenization competition will seriously affect the market equilibrium.
Regarding whether the industry CBD model will replace the store, Rong Weiwei once told the media that the establishment of the CBD model will have an impact on the home store, but due to different positioning, the development of the two does not conflict. One is mainly retail, one is wholesale; one is aimed at the primary market, one is targeting the secondary and tertiary markets; one is for the industry and one is for the general public. "Inappropriate metaphor, the CBD model and the current store relationship, perhaps like Wal-Mart and community supermarkets, grocery stores, etc., more precise and precise positioning of consumer groups, showing a mutually beneficial and cohesive relationship."
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