In the past two years, with the gradual saturation of the Shandong furniture market, the operation of some stores has been challenged, the living conditions are worrying, and the upgrading and upgrading of the model are faced. After a period of deep adjustment, there are several initial signs that have caught the attention of the industry and may indicate some changes in the future. After nearly two years of in-depth adjustment, merchants in the circulation field in Shandong have begun to take new actions. Around 201 0, the hypermarkets in the circulation field began to grab the Shandong market. The old home business district of Jinan City, Beiyuan Street, was in full swing. In the past two or three years, there were eight new stores and old stores. huge. For Jinan, which has a permanent population of more than three million, the number and volume of stores have reached saturation. Coupled with the accompanying and diverting of other home business districts, the survival of the store can be imagined. It is rumored that after a large brand store entered Beiyuan Street in 2001, the commercial management department was so arrogant that local small brands wanted to enter, and they needed to find ways to make interest transfer. Time has passed, now, high rents, bleak popularity, small and medium-sized brands can not help, have to withdraw, the vacancy rate in the mall is high. Experts pointed out that there is a surplus of stores, and it is impossible for large domestic stores to see these problems, but they think they can squeeze out others and of course have plans to store them. As a result, hypermarkets are still expanding in disorder, 200 store plans, “hundred store chain strategyâ€, etc., dealers can't keep up with the expansion speed of big stores, big companies compete with each other, some small, weak players. It may be eliminated. As far as the Pearl River Delta is concerned, Guangzhou, Shenzhen and other places, whether in the city center or suburban towns, are full of shopping malls, the competition in home shopping malls is fierce, and the reshuffle of the survival of the fittest is intensified. Under this market environment, major furniture stores must make strategic adjustments, actively explore new ways on the traditional business model, refine the structure, and explore new consumption trends. In 2012, a furniture store in Yunnan was exploded as an IKEA model. The industry is very concerned. Professionals point out that it is imperative to reform the furniture market. In Guangzhou, there are many furniture malls and fierce competition. Many shopping malls have been seeking to try new business models. It is understood that some shopping malls are also trying to simulate the consumption mode of the IKEA life scene. For example, a shopping mall in Panyu is mainly based on agency furniture brands. There are many “small rooms†in the whole shopping mall, and the layout of furniture, building materials, curtain fabrics, etc. Thoughts, coffee and snacks are also properly arranged, the business model mimics the operation of IKEA, but the store jewelry configuration is less. The market reaction is not ideal. Don't say that compared with real IKEA, it is slightly inferior to some traditional business models. Some people say that the IKEA model is actually a model of a home life experience museum. Nowadays, shopping malls in many places in China are imitating, and most of them just make a furniture experience hall, and there is no life atmosphere. On the other hand, this mall lacks big brand high-quality furniture products, most of which are low-end products. The product's richness and selectability are not strong, let alone DIY matching, and it is not perfect in after-sales service. The price is not so cheap. It is understood that the mall has been operating very well and is constantly adjusting. The person in charge of the furniture company said that in IKEA, the layout of the shopping mall is obviously more reasonable, and the layout and decoration make the consumers more comfortable. These imitations are incomparable, and even if they can compare, the procurement chain can not be reached, which is the most crucial. Experience is an important part of furniture consumption. The person in charge of one of the most influential home chain stores in China said that furniture needs to be experienced when resisting e-commerce. In recent years, there have been many furniture experience museums and home life experience museums in the market, especially in Guangzhou and Shenzhen. In addition to imitating the experiential consumption model of IKEA, some shopping malls have re-introduced the concept of “experience-based consumption†in the original business model. Introduce a new business concept, put forward the concept of "home" and create a feeling of "home". China's first one-finger home shopping mall chain giant also specializes in "experience-style home consumption", but it is understood that most of the malls only put forward a concept, the so-called "experience-based consumption" is still in the concept, consumers have not experienced Have fun shopping. However, there are some subdivided experience halls on the market, such as the villa exclusive experience hall, furniture, lamps, gardens, audio and video, and so on. Some shopping malls including Foshan, Zhongshan, Shenzhen and other regions have begun to set up soft-packed pavilions. There are also shopping malls that specialize in opening discount zones to attract consumers. The multi-format operation of the home shopping mall is a large industrial base with a high concentration of furniture industry. The design, manufacture and marketing are at the forefront of the market. When the operation of the shopping mall is gradually difficult, many useful innovations have emerged. In Guangzhou, Shenzhen and Dongguan, there are many shopping malls trying to create a home life shopping theme park or a new social space. The shopping function undertaken by the furniture business place is infinitely enlarged, and a series of functions such as shopping, catering, leisure, socialization, etc. are integrated, and the shopping mall carries out multi-format operation. Dongguan Furniture Mall not only introduces clothing and hotels, but also introduces home appliance chain giants. Experts said that the structural adjustment of furniture shopping malls is imperative. In the future, in addition to the better and better hardware, each family's lifestyle and cultural taste will have higher and more individual requirements, which will prompt the store. The business scope is wider and more supporting. In addition, a number of shopping malls in Guangzhou and Shenzhen have changed their business methods of rent and management fees only, but they have cooperated with enterprises to cooperate, factory decoration, distribution, shopping mall sales, and factory sharing, no need for rent and management fees, shopping malls. Part-time dealer. It is understood that the current low-end products are the mainstay, but the building materials sales are more. In addition, some shopping malls deviate from the mainstream consumption areas in the city center, planning shopping malls in the suburbs or suburbs. In a certain number of chain stores in Guangdong, a certain furniture store has developed rapidly in recent years, many of which are opened in the suburbs. To attract consumers with large advertising investment and relatively low prices. Of course, in the suburbs, the environment is better, the cost is lower, and it can be made into a comprehensive living business district of leisure, vacation and shopping. At present, it is understood that most of the giants in the suburbs except JSWB are mainly low-end and low-priced. In the past, the market was mainly the competition between the store and the store. It was the “block†and the scale. The only killer was the “price warâ€. All the stores and merchants paid attention to the quantity in terms of promotion. Nowadays, shopping malls must compete with e-commerce, compete with independent home experience museums, and even compete with real estate companies. At the same time, consumers are now becoming more rational when they consume, and at the same time need more sensibility and feeling than ever before. A new kind of consumer behavior requires the mall to introduce a new business concept, multi-format integration, and the quality service in the change in the game. Of course, each store has different conditions. The judgment and grasp of future trends are different. There will be different adjustment strategies. Everyone is constantly trying. But no matter what, the store needs to tap the new consumer trends and guide consumers to consume rationally and healthily. Either way, the function of the home store is changing, not only the place to sell furniture, but also the living space, the concept of home, the feeling of home. GO Jiaju.com is a well-known home sharing guide platform in China. It provides a large number of home business opportunities for millions of brand furniture manufacturers, furniture companies and furniture dealers. Netizens and manufacturers communicate online through home forums to form a real interactive platform. Copyright, reproduced please indicate the source of the article: GO Jiaju ( http:// ) offenders will be held liable
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