Furniture companies are becoming more and more competitive, and they are seeking their own ways of survival.

Looking back on 2011, in the context of unprecedentedly strict property market regulation, with the increasingly fierce market competition, Sichuan's home store and handicraft market have undergone dramatic changes. We have seen that some stores are unable to support and will soon withdraw from the market. At the same time, some home stores continue to exalt the expansion of the banner, quickly sprinting, can not help but feel the market's unpredictable. Survival of the fittest is an unchanging rule. Especially in the general environment of the market downturn in the first half of the year, the operation of many home stores seems to be somewhat difficult. Even on the road of expansion, it is inevitable to encounter "accidents."

Market competition is increasingly fierce

In recent years, the expansion of home shopping malls has gradually increased. Even in the first half of 2011, in the first half of 2011, the home sales market, which mainly relies on rental income, continues the expansionary wind that has already started last year. Is this the market demand? In fact, there are already oversupply situations in Sichuan home furnishing stores. At the 2011 annual meeting of the Sichuan Furniture Industry Association, several major supermarket giants from Chengdu said that in the case of limited market demand, some stores are still expanding their staking, aiming to establish channel advantages. , the layout of the country; there are some new stores quickly rise, intended to master the circulation link, control channels. These two factors have caused the home market to “spread everywhere”, grab a limited market share, and the competition is so fierce that it is destined to eliminate a group of poorly-operated stores.

Open an independent store

"Rather than complaining about the hyper-expansion of hypermarkets and the pressure of rising rents, it is better to open an independent store." Liu Chenbin, general manager of Sichuan Giant Mind, said. He told the author that the rent for a 500-square-meter store in a hypermarket is enough to open a 2000-square-meter independent store. In Chengdu, the root carving culture concept museum of Giant Mingen, the Pearl of the Golden Sands Fashion Concept Hall, the Jade Belt Bridge Red Apple Store, the All-Friendly Furniture Store of Guancheng Square and the Jialing Road Qumei Store are each “occupied the mountain”, no longer Stationed in the hypermarket. The common point of several large-scale panel furniture companies' independent stores is that they are rich and optimized on the products to meet the one-stop shopping needs of customers.

The Jumin Root Carving Culture Concept Hall is divided into two layers: one floor combines the well-known root carving master's works with the bowling alley; the second floor combines the high-end tea house to launch the coffee table and tea tray root carving. The total area of ​​the Pocket Pearl and Sands Fashion Concept Hall is more than 5,000 square meters. The upper and lower floors are all independent stores. The first floor is the soft furniture sales area of ​​the Pearl, and the second floor is the plate furniture area. The Meijia Decoration Home in Guancheng Square has an area of ​​20,000 square meters, mainly engaged in all-friend furniture, supplemented by other high-end furniture products of more than a dozen brands.

In several more professional root carving stores in Chengdu, some of the root carving enterprises in the store began to move to the store near the store. Most of the root carving enterprises in Chengdu started from independent stores. In the past two years, they began to try to enter the store. Now they have begun to withdraw from the store and redevelop independent stores.

Test water e-commerce

From a cost perspective, the most competitive is e-commerce.

Qumei Furniture is the first home furnishing enterprise to enter the e-commerce field. Last year, it won the leading position in the field of home e-commerce with a sales of 80 million yuan. Later, various sales methods, such as "mini group", "low carbon group", "good color group", "husband group heating group", etc., have achieved good results. Many consumers have already approved this online shopping model of Qumei Furniture. They often buy Qumei Furniture instead of Qumei's physical store, but to Taobao or Qumei Mall.

With the revelation of Qumei, many brands have begun to enter the field of e-commerce, and opened an independent online store.

During the peak of the Spring Festival shopping season, various brands have joined forces to participate in major promotions. Cai Wenhua, president of the Chengdu Root Carving Artists Association, said that the Spring Festival root carving gifts are very popular, and the companies have given more discounts than before.

In the case of the proliferation of stores, instead of expecting the store to give the brand a little profit, it is better to respond positively, think about any breakthrough in channel innovation. In time, independent stores and e-commerce will become the biggest challengers in hypermarkets, and industry reshuffle will come early.

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