Recently, Huaxi City Reader has made an inventory of the situation of Nanchong's home furnishing industry. It is found that under the impetus of new urbanization, the big brands have entered the market and the Nanchong home market has begun to pick up. All major stores have achieved good results.
In 2013, the development history of the national home furnishing industry can summarize three major characteristics:
First, the industry is picking up, second, the industry is becoming more mature, and third, the third- and fourth-tier cities have become hot spots.
Steady growth industry picks up all the big stores to rise steadily
Guangcai's annual sales volume in 2013 has exceeded 2 billion yuan, and more than 2,000 merchants have been operating. The number and size of merchants have increased by 30%. The value of retail properties has multiplied several times in 7 years.
In the past year, the development of Nanchong's home furnishing industry can be described as steady progress. As far as the store is concerned, Nanchong's four large home stores, Big World Furniture City, Huamei, Jiayi Meiting and the glorious market in Jialing District have all increased in 2013.
Guangcai's annual sales volume in 2013 has exceeded 2 billion yuan, and more than 2,000 merchants have been operating. The number and size of merchants have increased by 30%, and the value of retail properties has multiplied several times in the past seven years. As always, Great World Furniture City has maintained a steady growth in sales by taking advantage of the prime location in the main city of Nanchong. Similarly, in the Jiayi Meiting and Huamei's year-end statistics, it also showed a clear upward trend.
In order to keep abreast of the pulse of the industry, Nanchong Furniture Chamber of Commerce was the only representative of the prefectures and cities outside of Chengdu in Sichuan last year, and joined the “Sichuan Province Furniture Industry Chamber of Commerce†as a group of local chambers of commerce. When talking about the process of entering the provincial chamber of commerce, Jiajin of the Nanchong Furniture Chamber of Commerce said, “The Chamber of Commerce has indeed done a lot of preliminary work, but it is worth it. In this way, we can grasp the first-hand industry dynamics so that Nanchong’s home is in The quickest response is made in the first place."
New pattern brands settled in third- and fourth-tier cities
The layout of some brand enterprises in the first- and second-tier cities has been basically completed. In order to occupy a larger market share and realize the national strategy, many brands have begun to turn their attention to the more promising third- and fourth-tier cities.
In 2013, on the development history of the national home furnishing industry, three major characteristics can be summarized: first, the industry is picking up, second, the industry is becoming more mature, and third, the third- and fourth-tier cities have become hot spots. With the shrinking of the domestic first-tier urban home market, the third- and fourth-tier markets are becoming hot spots for home furnishing companies. The layout of some brand enterprises in the first- and second-tier cities has been basically completed. In order to occupy a larger market share and realize the national strategy, many brands have begun to turn their attention to the more promising third- and fourth-tier cities. Landing Nanchong also showed the corresponding characteristics. In fact, since 2011, the annual output value of China's home furnishing industry has exceeded 1 trillion yuan. At present, household products have become the fourth largest consumer goods after real estate, automobiles and food.
Taking Hongxing Meikailong in Nanchong as an example, last year, under the investment of the Gaoping District Government of Nanchong City, Hongxing Meikailong entered the Gaoping District Expressway exit with a strength of 500,000 square meters. As a well-known home store chain in China, the arrival of Red Star Macalline is undoubtedly breaking the pattern of Nanchong's home-selling main city. Some insiders predict that “Gaoping will become a new center for high-end home transactions in Nanchong, even Become a sign business card in Gaoping District."
There is an opportunity for new urbanization to stimulate the home market
In 2013, the supply and demand of Nanchong property market was flat. In the case of many first-tier market, tens of thousands of collective masses were still digested by the market.
“In general, the furniture industry in 2013 still showed a rising attitude. The scale and sales volume of Nanchong furniture stores have improved to some extent.†General Manager of Nanchong World Furniture City, president of Nanchong Furniture Chamber of Commerce Come in.
Although the industry insiders talked about the optimistic situation of the home market in the past few years, it is always necessary to talk about the influence of national policies on the regulation of real estate, but the rigid demand of the entire market also gave the market a shot in the arm.
On the one hand, due to the lag period of one to one and a half years of home decoration, with the gradual advancement of new urbanization in the country, the real estate transactions in the third and fourth tier cities are showing a good situation. In 2013, the supply and demand of Nanchong property market was flat. In the case of many first-tier large-scale market, tens of thousands of sets of collective heavy volume were still digested by the market. This also brought about the growth of new home decoration in 2014, which directly generated the demand for household consumption, which included the home improvement and furniture industry; on the other hand, the home store actively promoted the promotion, effectively stimulating consumer demand.
Industry outlook
Welcome challenge
Public home store owners look to the future
"The situation is grim, we need to find new development space"
- Jia Jinxin, general manager of Nanchong World Furniture City, despite the trend is bullish, but Jia Jin, general manager of Nanchong World Furniture City, who is also the president of Nanchong Furniture Chamber of Commerce, has a slight concern. "In 2014, the situation of Nanchong home furnishing industry should still be More serious."
"First of all, the presence of large-scale foreign stores is bound to bring shocks and divert customers. Secondly, there are many uncertain factors in the adjustment of policies. For example, the current winter furniture office is facing the phenomenon of the winter, the industry is also organizing various dealers to find a way; Moreover, the increase in operating costs of various entities, including labor, logistics, advertising costs, etc., for example, the salary of employees who once had about 1,000 yuan has risen to about 3,000 yuan. Even so, with the expansion and increase of stores, Skilled workers are becoming more precious and scarce."
On this basis, the role of the industry chamber of commerce has become more important. "This year, the Nanchong Furniture Chamber of Commerce will organize more joint districts and counties, grasp the rigid market demand, go down to the county to go to the countryside, and formulate new sales priorities and strategies."
“Enhancing the advantages of physical stores, focusing on satisfactionâ€
— Liu Lindong, general manager of Nanchong Jiayi Meiting, increased the survey of customer satisfaction, which is the new content of Jiayi Meiting in improving service quality. Liu Lindong said that in addition to providing quality service before, during and after sales, For each customer who arrives at the store for the first time, Jiayi Meiting will introduce it to increase the awareness of store services and products. “Customers understand our service tenet, understand the quality of our products, and have a determination to buy.â€
The industry generally believes that the personalization of furniture is the reason to attract buyers to physical stores. "In fact, the services enjoyed in the physical store shopping are value-for-money, face-to-face communication, and the choices made by the eyes are the choices that customers can buy." Liu Lindong said that in the high-end furniture market, customers are more inclined to go to physical stores. .
“In the face of challenges, local stores must be strongâ€
- The Vice President of Guangcai Market will talk about e-commerce, and the vice president of Nanchong Guangcai Market will introduce that Nanchong does not have a real home e-commerce trading platform, and some are only used to display electronic website. Even for more to seize a market, furniture dealers have been eager to test e-commerce.
“But in the market of Nanchong Furniture, I think the network exists only as a propaganda window to meet the psychological needs of customers, and more transactions are done in physical stores.†Yan Huirong said that furniture is personalized. And to be integrated into the home atmosphere, only offline transactions will satisfy this.
Secondly, Nanchong became the first city in the southwestern secondary city to have the Red Star Macalline. While the citizens are looking forward to it, the major furniture stores already in existence in Nanchong City have been ready to cope with the arrival of this “new thingâ€.
In this regard, Nanchong City Guangcai big market property deputy general meeting will admit that the arrival of Red Star Macalline will definitely affect the Nanchong furniture market. "But the positioning of the malls is different, the radiation area and customer base are different, we What we have to do is to be strong.â€ é› é› å°† will increase competitiveness by increasing investment promotion, recruiting more brand-name furniture that customers love and expanding the brand influence of “Glorious Marketâ€.
In addition, services are also an important battleground for competition among shopping malls. From extensive service to the pursuit of details, “customer return visits, handling of complaints and suggestions, and careful installation are indispensable service links.†After-sales get deeper into the buyer's market.
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