Winning or losing does not matter.
chain. expansion. These two "popular words" that have made many homes arrogant and ambitious, after encouraging enterprises to quickly push the entire home market to a wave of unstoppable disorder and blindness, are also destined to make enterprises "irrational" for themselves. "Experiencing a reincarnation from myth to nightmare."
Wuhan Ouyada Home Group’s tragic “flap†in Hangzhou is not the first one, nor the last one.
When Hangzhou Binjiang Ouyada Home Furnishing Co., Ltd. (hereinafter referred to as “Ouyada Hangzhou Binjiang Storeâ€) and Zhejiang Zhongnan Construction Group Co., Ltd. (hereinafter referred to as “Zhejiang Zhongnan Groupâ€) “worried to break upâ€, Beijing was hurriedly evacuated from Hangzhou two years ago. Home Investment Holding Group Co., Ltd. (hereinafter referred to as "Beijing Real Home"), is still silently swallowing and litigation with Hangzhou Tianxinglong Building Materials Decoration Exhibition Management Co., Ltd. (hereinafter referred to as "Hangzhou Tianxinglong") Bitter.
The same without warning, the same rapid decline, the "chain shackles" experienced by the home circulation industry in Hangzhou reflects the confusion and pain at the current stage of the Chinese home circulation industry.
Ouyida Binjiang store has stopped cash register this week
Central South transforms self-operated shopping mall into shoppingmall
On July 16th, Ouyida Hangzhou Binjiang Store officially notified the merchants and announced that “Euyida Hangzhou Binjiang Store Furniture Hall will be closed on July 31, 2013, and will no longer operate outside.†The general manager of Wuhan Ouyada Group Marketing Center said in summer that There are many merchants that need to negotiate. The closing time of the building materials hall may be extended to August 15 according to the communication situation. "But this week, Ouyida Hangzhou Binjiang Store has stopped receiving cash."
According to the notice, Ouyida Hangzhou Binjiang Store and the owner of the shopping mall, Zhejiang Zhongnan Group, reached an understanding on the cancellation of the lease contract and the exit of the merchants. According to the arrangement, Zhongnan Group will fully protect the normal property equipment and facilities services of the shopping malls before the withdrawal of all merchants, and actively provide assistance and support for the orderly exit of the merchants in Binjiang Store. Merchants are requested to clear the inventory as soon as possible to reduce losses.
The reporter immediately contacted Wu Jianrong, chairman of Zhejiang Zhongnan Group. Wu Jianrong said that from the overall situation of maintaining stability, Zhongnan Group has indeed reached a preliminary settlement with Wuhan Ouyada Group and made a "concession": to reduce the late payment and interest generated by the breach of the Ou Yada Hangzhou Binjiang store, and to give Ouyada and dealers a generous aftermath. Clearance time.
According to Wu Jianrong, the “Ouyada Hangzhou Binjiang Storeâ€, which will be reclaimed by the clearing house, will be fully self-operated and transformed by the Group, introducing more popular project products such as cinemas, supermarkets, clothing, cosmetics, catering, leisure and entertainment, and has been built. The Zhongnan Shopping Center and the five-star hotels that are scheduled to open next year will be connected in series to form a “Central South City†shoppingmall with a total scale of 250,000 square meters.
This means that the desire of the Central South Group, which many merchants have been hoping to take over to maintain operations, has basically failed. Many merchants still have to find suitable bunks to run this summer.
“For those who intend to enter Ouyada Qiutao Store and Tianyi Store, the Group will give priority policy and provide appropriate rent-free and reduce the loss of its withdrawal.†At present, the management of Ouyida Hangzhou Binjiang Store has established building materials and furniture. The group, from the 16th to the 21st, negotiated with the different business category merchants in batches to discuss the withdrawal of the store, and refunded the merchant's performance bond, quality guarantee and decoration deposit.
For the delivery, return and after-sales service follow-up of home products sold by Ouyida Hangzhou Binjiang Store, which is of most concern to consumers, the summer representative group responded to the media for the first time: Currently, Ouyada will sign an “after-sales commitment letter†with each exiting merchant. ", and clearly stipulate in the annex that the merchants through an effective way to ensure the quality, quantity, delivery on time, and the continuation of after-sales service.
Actually, Hangzhou store is vacant for 2 years
Lonely "market ruins" in the gold business district
The 15-year lease will be withdrawn in 2 years. If it is said, the departure of Ouyida Hangzhou Binjiang Store is very sudden.
After 18 years of lease, the company was withdrawn in 1 year. The ups and downs of the Hangzhou store (full name "Justan House Fengqi Road Store") made the industry even more stunned.
Standing at the intersection of Xintang Road and Fengqi East Road, the façade of Wufu Tianxinglong Building Shopping Mall (formerly the rented venue of the original Beijing House of Hangzhou) was broken and degraded due to the void left after many demolition. The store of "The House of Fengqi Road" has been removed, but the large window display of "House, Buy Furniture, I only come to the home", and the sky-blue aluminum-plastic panel facade of the company, let This building with a total area of ​​40,000 square meters still has a strong "natural trace".
According to the official explanation of the person in charge of Hangzhou store when the “Retreat†of the actual home in July 2011: “The home of Hangzhou Fengqi Road is only a temporary closed-door adjustment, and the management of the market and the after-sales team will not leave. Actually The family is sure to continue to open up the market in Hangzhou. However, according to the Group's strategic adjustment, Hangzhou Fengqi Road Store will definitely change its business category and will not continue to be a furniture mall."
Two years have passed, will the family still come back? Why are commercial properties in such prime locations always abandoned? What is hidden?
The reporter found Xu Shumu, the chairman of Hangzhou Tianxinglong, the property leasing party.
"Temporarily closing is just a statement from the actual home. In fact, in August 2011, Beijing's actual home has already terminated the contract in writing, unilaterally." Xu Shuimu said.
According to the earliest lease contract between the two parties provided by Tianxinglong, from January 1, 2010, the commercial house of Hangzhou Tianxinglong Leasing Building totaled 41003.7 square meters, the lease term was 18 years, and the rent-free period was 6 months. However, one year after the opening of the business, in July 2011, the Beijing Real Home and Hangzhou Tianxinglong had already been terminated in advance.
Since then, from the Jianggan District People's Court, to the Hangzhou Intermediate People's Court, and now appealed to the Zhejiang Provincial High Court, a long-suffering litigation lawsuit that has been difficult to resolve, so that the "diamond-class" commercial property in the original gold business district, It has become one of the most dazzling "market ruins" in the current shopping district of Qiutao.
It is understood that the parties have not been able to reach a settlement on the issues of liquidated damages, damages and attribution of responsibility arising from early termination. And this "the book court", which still can't reach the end, has forced the commercial property that was originally positioned to operate high-end home building materials and luxurious hardware facilities to be shut down.
"Recall now, perhaps at that time, Tianxinglong should bite a bite and insist on differentiated high-end building materials to locate self-operated shopping malls. Perhaps the results will be very different now." Here, the general manager of Tianxinglong Decoration Expo Center, the current Tianxinglong Hu Shiwei, the person in charge of the creative design square, regrets the tone. "In order to succeed, 'please' come to the home of the family. At that time, the original building materials merchants were retired, and Tianxinglong lost more than 10 million."
In the business district, Huadong Furniture and Ouya Daqiu Tao Store are the same competitors. In the situation of over-sized furniture market in Hangzhou, we continue to position high-end furniture. In his view, it is an "empirical" high-risk decision, and the probability of failure is great.
The chain mode has been "unsettled" in Hangzhou
Single fight size, quantity is blowing big bubble
In fact, the home chain model has been “frustrated†since it entered Hangzhou. Whether it is from the earliest Shenzhen Haobai Nian homes, the high-end furniture of the Mei Ting home, or from 2008 to 2011, Red Star Macalline, Ou Yada home, actually home, Yuexing home and other collective debut of the national home circulation Crocodile, or the strong new home life square in the local area, on the road of chain operation, each has a bitterness.
“It can be said that the home chain has not formed a model of real success in Hangzhou.†An industry veteran who did not want to be named said that the extraordinary speed of development has only triggered the dangerous ambition of entrepreneurs. The Chinese-style enclosure movement has helped the ambition from the other side, further expanding the seemingly beautiful store bubble. “Actually, the 'chain' of the home store chain is very fragile.â€
Using local economic development policies to low-cost land, the introduction of a well-known home chain brand cooperation investment, while using the name of the home store, promised rich returns, cutting the sale of shops to withdraw funds in advance, has become a real estate game for many small and medium-sized commercial real estate developers . At the same time, it has become a “behind-the-scenes pusher†for many home circulation companies to rapidly expand the number of stores and sprint.
According to the statistics of the China Furniture Association, the actual purchasing power is 20 million square meters of the store area is enough for the current domestic home market demand, and the current domestic home store has a total area of ​​more than 40 million square meters, 50% of the store area is surplus .
Not long ago, “home stores†were even predicted by the media and economic circles to be one of the top seven industries in China that are likely to have bankruptcy.
"Now the chain of home furnishing enterprises, the main 'continuous' is the scale, the number of stores is to fight, simply want to quickly expand, to crush opponents by volume, this model now seems to be insufficient and difficult to maintain." At this point, the first and second-tier cities in the country with the most serious expansion of chain home enterprises have begun to gradually expose problems, including Hangzhou and Ningbo in Zhejiang,†said Jiang Hongyuan, president of Zhejiang Furniture Association.
The chain model that was once acclaimed, or will be the domino that was overthrown by the industry.
Jiang Hongyuan said that since the impact of the financial crisis, the export of the home furnishing industry has been declining in the past two years. A considerable number of export enterprises have begun to turn to domestic sales, and the continuous increase in sales in the home has made the domestic home market more competitive. In the case of a bad economic environment, many home furnishing companies are facing problems such as a decline in single-store sales, rising rents, and rising business costs. This also makes the current home store traditionally rely on channels, bundled brand owners, and strong ways to open stores, is encountering more resentment and resistance from manufacturers and distributors. "This contradiction will be more intense in the future."
"How to make production enterprises, dealers and consumers become the community of interests of home stores, and treat each other with sincerity, sustainable development is a proposition that the current home chain enterprises urgently need to solve." Jiang Hongyuan said.
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