In Chengdu's home furnishing industry, whether it is already known as the eight benefits, Taiping Garden, Fusen·Mei Home, Hongxing Meikailong and other stores, or Xindu Longqiao “Chengdu Furniture Industrial Parkâ€, and the much-watched Qingbaijiang “Western China Building Materials Carrier Portâ€, Wenjiang Bayi International Home Expo Park, which is under construction... almost every store has an area of ​​tens of millions of square meters, which means that the Chengdu home store has entered the mass The era of vying for the male.
However, behind the surface prosperity, many insiders have questioned that in the case of weak consumption power, Chengdu’s upcoming rise of several home building materials business circles is at the expense of old stores or small stores, or jointly promote huge The store cluster is moving forward?
Home business circle to fight the volume battle
Since the beginning of the new year in 2012, the “Northern Reform†strategy of Chengdu has been launched rapidly. Once again, Chengbei has become a new place for the development of the pilot market economy. There are dozens of individual building materials market, raw capital market, wholesale market and electromechanical market. In particular, there are piles of home and building materials stores, and there are the “Chengdu Furniture Industrial Park†with a large scale in Xindu Longqiao, the “Western China Building Materials Carrier Port†in Qingbaijiang, and the Langdu Home Expo Park in the Guanghan exit of Chengmian Expressway. And the scale is huge.
In less than three years, Chengdu Furniture Industry Park has built nearly 2 million square meters of professional market from an open space, including Xiangjiang Global Home CBD, Love Light International Lighting Expo Center, Zhongrun·European City International Home Headquarters, etc. Standard, Sunshine Linsen and other well-known furniture brand headquarters in Sichuan. The building materials market is the main force in the development of the commodity market in Qingbaijiang District. It covers the complete building materials merchandise marketing industry chain including decorative design, high-grade building materials, sanitary ceramics and overall building materials sales, and physical decoration “one-stop†home experience museum services. It is also committed to building a first-class, nationally leading “China Western Building Materials Carrier Portâ€.
The stores represented by Bayi, Taipingyuan, Fussen·Meijia, Hongxing Meikailong, etc. stand in the main city, and the stores represented by Xiangjiang, Dagang, Zhongsu, and Langdu are in the suburbs, and the body of Chengdu furniture and building materials stores. The battle for quantity has been fully launched. In the case of near-saturated markets, it is more difficult for small general stores to compete with the big "volume chariots".
Weak sales of sales, "more porridge"
According to the latest data released by the National Bureau of Statistics in July this year, in the first half of 2013, China’s above-scale furniture manufacturing industry achieved a main business income of 291.11 billion yuan, an increase of 12.7% compared with the same period last year. From January to May 2013, the accumulated profits of the furniture industry were mainly contributed by Shandong, Henan, Zhejiang, Sichuan, Guangdong, Shanghai, Liaoning, Fujian, Hunan and Hebei. Among them, Sichuan accumulated 985 million yuan, accounting for 8.35%, an increase of 1.10 percentage points from the end of 2012. It is not difficult to see from the data that the overall market showed a slow growth trend in 2013.
The reporter learned that since the completion of the operation of the major supermarkets, the activities have been frequent every holiday, from the "thousands of people buy" to the "people rush to buy", all of which highlights the helplessness of the major stores. Looking at the current status of Chengdu's major stores, it is also the situation that no one enters the market without doing activities. The reporter went to some stores and found that the traffic volume of the domestic building materials store from Monday to Friday was only 10%-20% of the weekend activities, and the traffic of the city outside the city, especially in the large shopping districts of the city, was almost negligible. The vast market is empty, and the situation of “small and porridge†in the store and the market is very serious. Therefore, in the face of fierce market competition, differentiated operation has become the most important position.
The market is limited, is it an exclusive competition, or is it a mismatch? Some insiders said that in the future, large-scale stores will no longer seek "big and comprehensive", and will focus on multi-project joint clusters, sector-based market stratification, and each market has its own characteristics, complement each other, and be more widely absorbed. Upstream and downstream businesses of building materials, to meet the needs of various customers, to achieve a win-win symbiosis in large areas.
High quality and low price competition focus
The volume of the store is large, the event marketing is dazzling, and the good quality and low price service is the final standard to test whether it is reasonable. The reporter randomly investigated that the reasons why the home building materials store is most attractive to consumers are mainly concentrated on product price, after-sales service, product quality, as well as the influence of the shopping environment and the brand of the store itself.
19% of consumers believe that regardless of the positioning, reasonable price is always the primary factor for “going around†in the store; 17% of consumers said that after purchasing the product, the after-sales service provided by the mall is only Secondly, the important factor of price; secondly, 16% of consumers pay more attention to the quality of products. Ms. Ma said: "After-sales service is actually a performance of the store's strength. Brand hypermarkets will not let quality products enter the market first, but in dealing with issues such as product quality, after-sales brand stores will assist. Consumers will solve the problem as soon as possible to minimize the troubles of consumers. If the after-sales is not good, it will make consumers more uncomfortable. Therefore, seeing the after-sales service is one of the consumer protection when we choose the store."
In addition, consumers buy home building materials, but still focus on well-known fashion stores with convenient transportation. The survey results show that in the list of popular stores, IKEA has topped the list with a 15% preference rate, while Hongxing Meikailong, Haobainian Home, Chuangmei Sands International and other high-end home stores are not inferior, respectively. The advantages of %, 11% and 8% are in the forefront. Secondly, Fusen·Mei Home, B&Q, Bomei and other major building materials markets also occupy half of the building materials market with its many brands, many promotional activities and great strength.
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