In May, news of the “new recruits†in several stores in Beijing and even the opening of the business was constantly coming out. Jinsheng Home's second project, which was built in Beijing for a second time, has entered the stage of investment promotion. The home of Xianghe, which has been quiet for nearly half a year, will be unveiled in mid-June. The global home CBD of Xiangjiang Home has also begun preparations for Xianghe in Jingdong. These new stores opened when the home industry was relatively weak. Experts in the industry believe that Beijing's existing traditional stores are the main channel for home circulation. It is very difficult to win a new store in the new market. Survival will be the top priority of the new store. "Life-saving Year" is now on the store on April 28, the day before the May 1st holiday, a number of people in the Crowne Plaza Beijing International Airport in Shunyi, is holding the National Building No. 1 global building materials collection here. The headquarters investment conference attracted more than 400 dealers from hundreds of brands across the country. Among these people, there are many familiar figures. Just two months ago or even earlier, they were still involved in the e-commerce experience pavilion created by Jimei Home, and they were still collecting information about the bee-bee shop outside the city, and still staying at the home of Xianghe. Learn about the situation everywhere. Sichuan dealers who manage solid wood furniture have reported to reporters that one after another of the China Merchants Association has made merchants feel that they are squandered, and the investment schemes of various stores are neglecting the market's lightness. According to the understanding, Jimei Home E-Commerce Experience Hall and Aibo Chaocheng Foreign Chengyuan plan to debut in May and June this year. The Xianghe House, which has faded people’s sights for more than half a year, and the decoration industry, which is the main soft decoration, will be selected. In mid-June, Jinsheng Home's National Gate No. 1 will be opened at the end of the year, and Xiangjiang Home's global home CBD in Jingdong Xianghe has also started construction. As the most mainstream circulation carrier in the home furnishing industry, it is not new to open a store in the home market. However, in 2012, this is generally considered to be squatting in the hope of “preserving lifeâ€, and it is still big to open a store to expand the site, which is really eye-catching. Looking for a new way to differentiate the road Since the regulation of the property market in 2010, in the face of years of shrinking demand for renovation, the current situation of gluttony and porridge often makes the crowds and merchants complain that they are “not enough to eatâ€. Under such fierce competition, the new open stores all indicated that they would use the new model different from the traditional store as a weapon to win the competition. Lang Wei, deputy general manager of Beijing Jinsheng Shunxin Real Estate Investment Co., Ltd., said that considering the fine decoration of the residential building is the mainstream trend in the future, Guomen No. 1 will position its core business as a real estate developer and decoration company. The mining business is used to distinguish between traditional stores that are mainly for end consumers. The store will introduce the marketing headquarters of major brands in the northern region, and regularly organize group development, collection and engineering procurement. At the same time, the store also takes into account the retail business to serve the consumers of villas and commercial housing in Shunyi and surrounding counties. Due to the self-sustaining property and away from the urban area, Lang Wei revealed that the current investment price announced by the store is 178 yuan / square meter / month, lower than the similar store rent in the city. Compared with the high-profile public investment in 2011, this year's Xianghe House is obviously more low-key and cautious. After undergoing management exchanges and business strategy adjustments, the Xianghe House will finally open in mid-June. After many inquiries, the reporter learned from the relevant responsible population of the store that the Xianghe House, which will be unveiled, will be positioned in the “global brand furniture self-operated storeâ€, that is, the rental model that survived the previous rent, and then directly from the furniture factory Purchasing products, all aspects of product import, sales, adjustment and storage are the responsibility of the store, eliminating the intermediary business and site rent, relying on the sales price difference to obtain profits. Through product adjustment, Xianghe Home will distinguish 60% of the mid-end products and 20% of the high-end and low-end products to distinguish the surrounding high-end stores. Industry changes are still waiting to see Although the new stores that are about to be unveiled are still in the process of investment promotion or transformation, they have already attracted a high degree of industry attention. In the current sand table of the mainstream stores in Beijing, whether the addition of new recruits in the store and the emergence of new models will lead to further intensification of competition, and the limited passenger flow and sales are further divided, which is undoubtedly the most concerned topic in the industry. Wang Linpeng, the president of the Real Home, said that opening the store against the market when the big environment is unfavorable is a manifestation of normal market competition. It is still too early to comment on the new market to divide the market cake. On the contrary, if there is a new model and new business format that meets the needs of consumers and merchants, it can also drive the expansion of the market cake. Another person in charge of traditional stores believes that the old stores have long accumulated a deep brand reputation and consumer loyalty, and the new stores will face a strict market test in this regard. Liu Chen, secretary-general of the Beijing Branch of the Beijing Market Association, said that in the current situation of oversupply of home furnishing, the first problem to be solved in the new store is whether it can bring more added value to consumers in terms of sales and service, and the brand’s highlights are also A long market process is needed, and the industry impact of the new stores remains to be seen. â– The fresh-mode E-Commerce Experience Hall has opened up online and offline to cater to the needs of consumers after the 80-year-old online shopping, building materials and other products must be “seeing is believing†and “personal contactâ€. The e-commerce offline experience hall came into being. Whether it is the Tmall Love Bee Tide Experience Hall and the Jimei E-Commerce Experience Hall, it is through the seamless connection and integration of “online shopping†and “offline experience†to provide consumers with price concessions. A convenient, courteous shopping experience. In addition, as the old-fashioned home store in Beijing, the wading e-commerce is also in line with the needs of emerging consumers for diversified shopping. Under the adversity of the decline in passenger flow in the retail collection service, the project will be targeted at project developers or dealers to expand channels and become a new model for store operations. In Shunyi, Beijing, Guomen No. 1 project has the functions of traditional building materials and furniture stores, and also completes functional areas such as Shangchao, hotels and office buildings, so as to provide collection, trade negotiation and development distribution for the brand marketing headquarters. The platform of the channel. Hebei Xianghe, Xiangjiang Global Home CBD will also bring together all the major home factories to achieve the wholesale of the place of origin, and regularly hold home exhibitions and new product launches every year, integrating research and development, production, display, trading, exhibitions and other services. Factory procurement realizes that the leading home stores in the self-operated capital city are operated in a leasing mode. However, on the one hand, high-price rents lead to high product prices, and on the other hand, the phenomenon of “landlords†entering the merchants has occurred. For this reason, the self-operated model of direct sales and purchase from the factory is favored by some selling places. After the 2011 Ouhua Shangmei Direct Sales Plaza, in the middle of June this year, the Xianghe House will also build a branded furniture self-operated store. Uniform procurement, unified pricing, and unified services in the store have become the main signs of this model, and the slogan that claims to be 30% lower than the price of similar products in the market is also very attractive. However, under the iron law of the same price in the same city, how to realize the price advantage of the store itself is worth looking forward to. Professional Positioning Markets Comprehensive stores continue to enrich the existing formats to achieve “one-stop shoppingâ€, while professional stores are also intensive in their respective fields. The soft decoration trend of light decoration and decoration makes the consumption of jewelry more and more popular. Under this trend, the high-end, art and professional-oriented decoration industry home jewelry port settled in Shilihe. It is reported that the decoration industry will be responsible for the circulation of soft goods. The brand promotion mission will open in June. The Hemeijia Lighting Plaza in Shilihe has also started to attract investment. The store will realize the division of the lighting categories by floor, which is different from the existing lighting market by the “ultra-luxury five-star†positioning. â– The industry said that the pressure on new stores is even greater â— Liu Chen, the Secretary General of the Beijing Branch of the Beijing Market Association, due to the impact of the restricted purchase policy, the current home market is not prosperous, the supply exceeds demand, many old stores have begun to close the store, so the new store faces More pressure. First of all, the same price in the same region is the iron law of this industry, so it is difficult for new stores to form comparative advantages in price. Secondly, consumers need a long process of adaptation to new stores. The existing traditional stores in Beijing are the mainstream channels for home circulation and are already in the leading position to be followed. For new stores, survival is the number one priority. It is necessary to provide consumers with the added value of circulation and protection, and to achieve worry-free consumption during the pre-sale and after-sales service. Jinsheng will not impact the city's retail market â— Lang Wei, deputy general manager of Beijing Jinsheng Shunxin Real Estate Investment Co., Ltd. Home sales are mostly based on rental income, while Jinshengguomen No. 1 project is profitable through commercial real estate model, and the rental income is only very small. The profit point, and the big profit point is the appreciation of the entire land asset, so our investment return period is extended to 10 to 12 years, which gives us the advantage of low-cost operation. The core lies in the manufacturer's understanding of the new model, for which we have communicated with the manufacturer for nearly a year. In addition, the entire large-scale macro environment is also an unavoidable challenge. The decline in the retail market last year has caused contusion to investor confidence. Jinsheng’s reputation and recognition in the North also takes time to improve. The competition in the Beijing home market is very intense and has begun to automatically reshuffle. It is a good thing that competition brings restructuring and upgrading of the industry. The arrival of Jinsheng will not have an impact on the market share of retail stores, especially in the urban home market. We mainly serve the surrounding counties in the northeast, providing consumers with more choices.
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