The survey found that the introduction of the new property policy last year led to fluctuations in the home market and increased pressure on corporate development. However, this year's Chengdu furniture store has seen a new wave of expansion of new forces, a number of furniture stores have been stationed in Chengdu, and some furniture stores are in full swing in preparation for opening. As the industry's low tide continues, the proportion of loss-making dealers in the store is growing. Even so, the collapse of the store did not prevent the chain supermarket from "crazy expansion" in the past two years. Faced with such a chaotic furniture market, many companies and dealers are becoming more and more confused. Where should the furniture sales channel construction go?
Furniture industry shuffle: 5 dead and 1 student
Whether it is the sensitive period after the New Deal, or the extreme freezing period of the furniture industry, the expansion of the furniture store has not been suspended or delayed. This expansion also reflects the fierce competition between the stores, which is not only the expansion of the area and storefront, but also the expansion of the home culture, business philosophy and core competitiveness.
After experiencing the recovery of the financial turmoil and the ups and downs of the Chinese real estate market, the furniture industry is popular with the saying that the Chinese furniture industry is in the process of shuffling. Many people even predict that the Chinese furniture industry will have a "6-5" situation in the next three to five years, that is, five of the six companies will fail. However, the closure of the Hangzhou store and the closure of the “Dejia Home Plaza†seems to have confirmed this statement to a certain extent. The general manager of a furniture company in Chengdu told the author that the industry reshuffle phenomenon is currently present in the furniture industry in Chengdu. Now the homogenization of the furniture industry is becoming more and more serious. Brand-good enterprises will become better and better, and enterprises that do not pay attention to brands will become more and more important. To some extent, it is becoming a "five" that has been lost.
Traditional stores are more expanding
The turbulent furniture industry has spawned a large number of enterprises and distributors, and has also spawned diversified furniture channels, such as traditional stores, independent stores, direct stores, and furniture. Among the various types of furniture channel models, which channel is more suitable for the future Chinese furniture industry, can help furniture companies go further?
According to the survey, the direct-operated model has become a new trend, and it is becoming an emerging form of China's home-run circulation industry. It is also a pathway independent of large-scale home stores and agency sales. The recognition of this model in the furniture industry is getting higher and higher, because the price is unified in the own store, eliminating the intermediate circulation links, saving the cost of entering other hypermarkets, reducing the cost, and the price of the product. It is also reduced, and the product is more attractive to consumers.
Furniture street accommodates many furniture brands. Furniture and building materials are concentrated in one street. The products are mostly low-end products, and the prices are cheaper. The middle and low-income people or consumers who are not demanding in quality will choose to buy here. Furniture.
Traditional home store brands are relatively large, and the requirements for entering the brand are also high, and the brand bundling effect is used to enhance the overall quality of the store. Moreover, furniture consumption is artistic and diversified. It is more difficult for consumers to jointly identify the same brand. Traditional home stores offer consumers a variety of choices. In addition, the traditional furniture store not only accommodates a variety of brands, but also accommodates a wide variety of products, focusing on furniture, sanitary ware, cabinets, decorations, building materials, etc., to achieve "one-stop" shopping. Moreover, traditional stores, especially new large-scale home stores, are more integrated with shopping and leisure. The setting is more humane, saving consumers more time and making it easier for consumers to shop around. The expansion of large furniture stores in Chengdu and the presence of new stores illustrate the advantages of traditional stores. Furniture companies and dealers should calmly respond and seize the mainstream trend, rather than being disrupted by the chaos of furniture in front of them.
The new store has no features and is difficult to stand on.
In fact, no matter which kind of furniture sales channel has its own advantages, the key is to look at the positioning of enterprises and stores.
If a company is strong enough, the product is positioned at the mid-to-high end, and the traditional store and direct sales model are the most suitable choices. The positioning of furniture stores must be innovative. Nowadays, there are more and more stores, and they all want to take the differentiated route. Therefore, it is the key to identify the customer base. The store and the furniture enterprise must jointly differentiate from the product and the store environment. When a new store enters a new market, it must first show its own characteristics. Stores and companies must know more about their opponents, grasp themselves and make accurate positions. The large and comprehensive positioning is not suitable for the development of the store. The new store should strive to take the refined and specialized route, segment the market and segment consumers.
Today, the competition in the store is quite cruel, especially for the new forces in the store, it is difficult to stand on the strength and innovation. On the one hand, the expansion of the store is very fast; on the other hand, the speed of the elimination of the store is not slow. The survey found that consumers are more inclined to go to powerful hypermarkets. When no one has absolute market voice, the size of the store is an important factor in determining future development. Therefore, new stores generally tend to be large-scale, which can give consumers a good impression, which will make consumers feel that the store is very strong, and the expectations and trust of the store products are higher. Therefore, the store must first create a good image.
If furniture companies and stores want to be bigger and stronger, they need to work together in the furniture industry. Competition is a good thing. By mutual challenge, mutual learning, and continuous improvement, we can promote the development of the entire industry.
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