At the Guangdong Home Furnishing Leaders Summit Forum held recently, a brand wood flooring dealer pointed out that the current home stores in Guangzhou are very similar in terms of brand, products and services, and lack of differentiation, not only bring pressure to dealers, but also It has erased the choice of consumers. In the case that the market is still unclear next year, how should home stores change the status quo and achieve differentiated operations? Li Zhikuan, general manager of Gao Demeiju, said in an interview that only by turning the concept of “home consumption†into the concept of “family consumption†can the “blue ocean†of the home retail industry be realized.
Regarding policy impact: the new round of industry reshuffle will continue
Reporter: With the further implementation of the property price limit order, this month, Zengcheng, Huadu and other regions have launched 7,000 yuan / square meter of real estate. There are indications that the surrounding real estate industry has begun to lead the Guangzhou property market. Due to the sustainability of the purchase restriction policy and the lag of the upstream and downstream influences, the prospects for the home market next year are still unclear. What do you think about the general situation of the home market next year?
Li Zhikuan: As the threshold of the home retail industry is relatively low, and the proportion of Guangzhou hardcover houses is already high, I personally believe that despite the signs of loosening of house prices, the new round of reshuffle in the industry will continue. At the same time, from the sales situation and market performance this year, the 80s after the first purchase of a house as a home-demand consumer has not been suppressed. With the success of the 80s, this demand will be concentrated and continue to grow. Moreover, if the house price can really drop to the 2008 price, it will be able to drive the growth of real estate sales, but also release a stronger consumption power, the home industry will once again usher in the spring. The so-called "blessing, the evil is based on". There are hidden opportunities in the danger, and many home retailers will choose to build up against the market, in order to capture a larger market after breaking the ice. No matter how bleak the market is, the market rules for big fish to eat small fish and fast fish to eat slow fish have remained unchanged.
Reporter: According to statistics, from 2008 to 2011, the sales area of ​​Guangzhou Home Shopping Mall increased by 1 million square meters, and the number of shopping malls with over 100,000 square meters reached 7. The newly opened stores are also actively seeking different market positioning. From the platinum shopping mall of Red Star Tianhe Store to the parent-child entertainment of Baishi Home, what do you think of the positioning of the store for business development? How does Gaode Meiju determine and strengthen the positioning of “home CBD and home MALL�
Li Zhikuan: Home retail stores are pursuing new store models and precise positioning, which will effectively promote industry progress. In the case of a bad market, peers choose to develop in a subdivided and professional direction, which reflects a kind of confidence. The market competition next year will undoubtedly be more intense. As a local home shopping mall in Guangzhou with a history of ten years, Gaode Meiju will continue to strengthen the professional promotion of the two major sections of building materials and home furnishing. In addition to the positioning of “family shopping mallsâ€, it will also be in the portfolio of business. Give home consumers more choices. We always believe that if we can't change the environment, we can only adapt to the environment. Only by fully exploiting the new needs of consumers can we be invincible. Positioning as a shopping mall's store, it is necessary to strengthen the diversification of the talent echelon; while focusing on the home building materials store, it will pay more and more attention to the development of specialization.
About marketing strategy: building a home-style "home-style shopping center"
Reporter: The more the home stores are opened, the more peasant and less porridge is becoming more and more obvious. In this situation, the stores have stimulated popularity and sales through promotions such as exemption, auction, and spike, to achieve a win-win situation for stores, dealers, and consumers. This year's promotional materials such as the Imported Building Materials Exhibition held by Gaode Meiju are very distinctive. Will there be more creativity in the event marketing next year?
Li Zhikuan: From the tactical point of view, in the past, merchants preferred discounts, low prices or rebates to promote sales. Now, they are stimulating consumption by sending luxury goods, spikes, and exemptions, etc., but this way After all, it is difficult to last. I personally think that the breakthrough in home shopping malls should not only consider how the promotion level attracts the eye, but rather the innovation from the marketing strategy level.
Brands should constantly adjust product positioning and pricing according to changes in the market. As a home store, different forms of promotion are important. Continuously improve the business content of other formats, improve the popularity of the home building materials market, and promote the second time in the home market. And the potential for multiple consumption.
Therefore, Gaode Meiju pursues the transformation, from the operation of the first generation product “home theme shopping mall†to the second generation product “home theme shopping centerâ€, which has great influence in the South China market; entering the second decade, with The end of the booming era of home retailing, replacing “single†with “diversityâ€, from the “sea consumption†of the Red Sea to the “blue consumption†of “family consumption†is the development direction of the industry. Therefore, we propose to create a “family-style shopping centerâ€. the concept of.
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