In the past three years, on the one hand, the national continuous stores such as the Real Home, Red Star, Macalline, and Ouada have expanded rapidly , and the national layout has been continuously expanded. On the other hand, rents continue to rise , sales are declining, and profit margins are greatly reduced.
The store is busy expanding and busy renting up
Dealers are busy withdrawing
For the enterprise, the natural feeling is suffering from the squeeze of the store, and it is in trouble. Since the previous year, the industry public opinion has been dominated by dealers. The voice of “landlords†is endless, and by the beginning of last year, the dealers have The actual action of the field is a real struggle with the "landlord." This phenomenon even directly affects the coastal three exhibitions in March this year: this year's coastal three exhibitions are extremely popular, precisely because the dealers "departed" and "replaced cards", resulting in the store, manufacturers of all kinds of people can not sit I got it, so I went to the exhibition to find the weather vane.
In fact, the “enterprise + exhibition + chain store + dealers†model has been recognized as a mainstream and advanced furniture marketing model by coastal furniture companies. Many coastal brands mostly find dealers by participating in the coastal three exhibitions (Dongguan, Shenzhen and Guangzhou), and thus establish a "strategic partnership" relationship with home stores.
Enterprises enter high-end stores, one sells products, and the other forms a “high-end brand†reputation. The two complement each other – “It can be said with certainty that the enterprises that followed the chain stores in the early days earned money.†The respondents acknowledged that The so-called "strategic partners" foreshadows mutual benefit and win-win cooperation. Indeed, this partnership has resulted in huge profits for companies, distributors and stores. But in recent years, with the rapid expansion of home stores, more and more furniture brands (especially dealers) feel that they are "expanded."
Some of the chain stores today, in the eyes of manufacturers, are no longer described as chicken ribs. Some interviewed companies told reporters: "The rents are rising year by year, the logistics consumption is large, and the amount of money is not much. The consequence of this is that the surface of the shopping mall seems to be benign. But in fact, the captain is in danger." He said: "Furniture manufacturers are forced to follow up, passive layout, cost soaring, profit dilution, the most painful is the store dealers, expensive rents, harsh regulations, capital occupation, let it slightly If you pay attention, you will be defeated." - Unfortunately, this is now a cruel reality before selling the scene.
Enterprises find new channels for e-commerce into a "heart-saving pill"
The store was retired and repositioned and rented down
The economic downturn, people's leisure time is much more, so the lingering network has become the most cost-effective way. This also promotes the development of e-commerce. Furniture e-commerce is also imperative, because on the one hand, consumers' online shopping habits have been generally formed. On the other hand, the general expansion of furniture companies around 2008 has boosted production capacity to a certain high level, and under such a poor line. Under the sales market, new channel exports must be sought to release capacity. In this situation, e-commerce seems to have become a "heart-saving pill", but in reality, it is impetuous for enterprises, and the promotion of e-commerce may "carry the whole body". It is very risky to blindly intervene without careful consideration.
As far as the offline stores are concerned, the first is to adjust the positioning. "You have to observe the objects you serve, what changes have they made. You have to change accordingly." For example, Fusen, once the positioning and profit model, let It has benefited a lot, but it seems to have to be adjusted now, and the acceptance of Red Star's brands in Shandong, Sichuan and Jiangxi is also a strong signal to adjust the market positioning. The second is to reduce the rent. "It is naturally difficult to lower the rent of the store in the city, but you have to find a way to expand this price reduction space."
The sudden emergence of the Chengdu Xiangjiang model indicates that the above two routes of the traditional offline stores must go. This kind of marketing similar to the IKEA “suburbanized operation†model avoids high-priced rents, allowing dealers to breathe a sigh of relief, and its price positioning is adjusted accordingly to be more intimate and popular – consumers who have just-needed prices, and naturally Also quite sensitive.
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