Recently, when visiting the major building materials supermarkets and home supermarkets in Guangzhou, the reporter found that almost all building materials supermarkets and home supermarkets are doing the same thing: trying to “attract†more female consumers.
Increase "soft power"
Frequent visits to the “Baoanju†customers found that the “household goods†shelf that had been hiding in the corner of the second floor was moved to the head of the entrance on the first floor, and the area was also increased. The product range was more complete, only the household cleaning products were almost All-inclusive, such as stainless steel, flooring, leather, marble, air conditioning, toilets and other cleaning agents, each category has several brands and varieties. Just last month, “Bai Anju†put on more than 100 new pillows and more than 200 gardening products.
“I am willing to take out Wangdi’s home-made products, such as floor cleaning products, car supplies, sofa maintenance products, water purifiers, not traditional building materials, but they are used by every household.†B&Q 6 District General Manager Wang Mingchang said that he hopes to attract more female consumers' interest. Even if the home is not renovated, you can come and visit and find what you need at home. During the interview, the reporter met Miss Liu, who lives in the Merrill Coast. She is picking cleaning supplies. “Helping my colleagues bring a few floor cleaners. There are not so many other stores to choose from.â€
Since last year, B&Q has continuously increased the proportion of soft-packed products. The number of single items has increased from 5,000 in the original to about 10,000, and the number of curtains, pillows and bedding has increased by about 15%. Zhao Jianquan, manager of Bai'anju Tianhe Store, said that the increase of soft-packed products is the development trend of store operations, while female consumers account for the majority. Conversely, if you want to attract female consumers, you must increase the supply of soft-packed products.
The building materials supermarket “é“家†is also increasing the number of soft-packed products, and the proportion of soft-packed products has increased from 10% to 30-40%. In newly opened stores, even with building materials, “evening the autumnâ€, pillows, lighting, curtains, home Decorations, art... can be bought there.
Add "fat powder"
It is understood that B&Q has upgraded its stores nationwide, with warm and elegant purple as the facade, and the store has decorated the kitchen, building, decoration and decoration design centers with pink, bright blue, goose yellow and pure white respectively. In the past, the main gray color of the building materials supermarket was replaced by fashion and beauty. In addition, B&Q has also increased its investment in the leisure area. The newly opened Tianhe store has added a coffee bar. The business bluntly said that these changes can win the favor of female consumers.
After the renovation, Ikea also did the work of attracting women. When entering the door, it was a poster with lavender and red. The details were decorated with beautiful colors, and the new layer of the decoration was transformed into a brand new one. "Software Supermarket", in addition to retaining "Children's Paradise", all other places are used to display soft-packed products, including lamps, pillows, bath towels, curtains, fabrics, as well as cutlery, woks, dishes and storage tanks. Wait. Some experts said that the new IKEA uses a large number of women's colors, and more soft products than before.
Zhai Yuzhou, general manager of é“Home, said that among the companion customers, there are more women, and according to the characteristics of women's thinking, all the details about women are considered at the time of design. They also pay special attention to after-sales service, so they launched “24â€. Hours on-site service" service.
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