Although the 2016 semi-annual report of Red Star Macalline has been published for some time, the reporter still remembers several of the data. According to the semi-annual report, at present, Red Star Macalline operates a total of 181 stores, covering 129 cities across the country, and the number of malls exceeds the second and third place in the industry. Throughout the country's household circulation field, on the one hand, the continuous expansion of the store, but on the other hand, the bankruptcy of the store bankruptcy, the industry's voice about the transformation of the commercial complex of the home store is getting higher and higher. As a business that goes hand in hand with the store, transformation and upgrading is imperative. Among them, the custom home store is naturally the same.
Home store development has suffered a huge impact
In September, the home improvement season is coming, driving the home building materials market to pick up, but the home market is still deserted. According to relevant experts, in the entire chain of home sales, developers and decoration companies are upstream, and they are also vying for home cakes. For example, Vanke, Evergrande and other well-known developers launched a finely decorated room, allowing owners to pack in, greatly reducing the chances of owners visiting home stores. There are more owners to reduce the trouble, take the initiative to choose the all-inclusive price when decorating the house, which is undoubtedly the upstream interception, giving the decoration company more right to speak on the home and building materials.
The relevant person in charge of the Wuhan Furniture Decoration Association introduced that the rise of Internet homes has also had an impact on traditional home stores. With the continuous upgrading of electronic network technology and the continuous improvement of modern logistics distribution, as well as various "group purchase" models and refurbished over-the-counter transactions, it has had a great impact on existing home stores. For example, companies such as Xiaomi and Haier have entered the Internet home improvement and developed online smart homes. What is more serious is that the expansion of e-commerce will be more robust in the new year, and home furnishing will become another hotspot for major e-commerce companies after clothing, books, home appliances and 3C products.
Transforming commercial complexes into a way out
The industry believes that in the future, the consumer industry is more abundant, go to the home store, in addition to buying home, buying building materials, as well as eating, drinking and other needs, such as Ou Yada, Friendship International Home and other stores are also transforming into a commercial complex, in business Expansion of real estate, catering, hotel accommodation, entertainment, etc., this transformation is worth learning.
Indeed, some experts pointed out that the home store lacks overall planning. Many stores have a homogenous competition in some areas and areas. Once the capital chain breaks, the damage is the interests of manufacturers and consumers, which is not conducive to the healthy development of the home industry. The government should be fully On the basis of the survey, the home industry planning guidance is released, and reference and services are provided to many home store brands, and the potential risks are carefully considered in the layout. An alliance should be established between home hypermarkets to rationally plan to avoid vicious competition and achieve a win-win situation.
Customized home store upgrades are imperative
Under the new normal that everyone says "experience economy", traditional home stores have regarded experience as a major direction of their own transformation. The industry believes that the service of home stores has yet to be improved. The current store area is very large. There are many brands of the same type of building materials products. For consumers, in the face of numerous choices, they are blindly confused. Know which one is right for you. More and more home brands with novel design concepts, high quality and diversity, and intelligent humanity will quickly replace traditional low-value home furnishing enterprises, thus occupying more market share.
For custom home stores, we should also follow the consumer's consumer demand, pay attention to the upgrade of the store to meet the consumer's experience needs. What are the basic elements of a good physical store? Sufficient goods, beautiful display, clean and comfortable shopping environment, and thoughtful service are all indispensable. At present, companies that promote “experience-based consumption†in the market abound, and building materials and furniture companies are also rapidly absorbing the convenience of the experience-based economy. IKEA, a household goods company from Sweden, has grown at a double-digit rate every year since it entered the Chinese market in 1998. What is the reason is experiential marketing to win!
In the future, customized home stores focus on upgrading and upgrading, enhance the sense of experience, and bring the distance between merchants and consumers closer, which is conducive to the formation of consumer purchasing decisions.
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