Closing store sales in many places is deserted
Starting in Shaanxi, the family furniture in Guangdong, which was listed in Hong Kong in 2002 and invited Guan Zhilin, Carina Lau and other Hong Kong celebrities to endorse, once became a symbol of identity. However, in recent years, the furniture of the Dynasty has gradually fallen behind in the competition of many brands. The two media reports on October 16th that "the dynasty's furniture and goods are piled up like mountains and many dealers close the store" have once again attracted the attention of the public.
As soon as the news came out, the price of the royal family’s furniture fell sharply by 27% on the 16th, which directly led to the suspension of trading. Although the Dynasty's furniture executives clarified their reasons for closing stores and stocks for the first time, however, in the first half of the year, their turnover fell by 30% and their earnings fell by 89%. It is still difficult to eliminate the market's doubts. Netease Finance noted that the recent stock trend of the company is also difficult to cover up.
The report on the closing of the store was subsequently confirmed in the Beijing market and the Guangzhou market. It has been reported that a sales manager of the Dynasty Furniture Company in Beijing admitted to the reporter that the furniture of the Dynasty has indeed closed some stores in Beijing in the past year, which has been reduced by less than 10 from the original 30; The Jockey Club, located next to the racecourse, and the store at Wykes Plaza on Whampoa Avenue have been withdrawn from the store.
In the store that is still open, Netease Finance found that sales were also extremely deserted. Netease Finance visited a number of stores in Guangzhou during the visit to the Dynasty furniture on Sunday. Although the merchants were greatly discounted, it was still difficult to attract customers.
NetEase Finance was discovered at the Guangbian Furniture Guangbai Store in Yuexiu Old District, Guangzhou, which is located in the commercial district. The store was deserted, and 3 or 4 sales staff were sitting on the sofa displayed on the scene. NetEase Finance stayed at the scene for half an hour, and no customers came in. Ms. Li, the store's home consultant, told Netease Finance that the store's furniture is currently 50% off. In the royal furniture store of Hongwang Bay in Kangwang, Guangzhou, an advertisement of “4.9% off the whole model†was posted.
Ms. Wang, a home consultant at the Fanghai Jinhaima store in Guangzhou, said, “Now it’s all day, business is relatively light, there are not many people coming to the buyer, even the National Day is not very prosperous.†For low price promotions She also pointed out that the entire home furnishing industry is not so good compared to before, the demand for housing is small, and the demand for furniture is less. The market is difficult to do, earning too much, doing promotions or selling a little more.
For this situation, the general manager of the Dynasty Furniture Marketing Corporation, Tan Jun explained, "The current store sales are not good, the popularity is cold and clear. This year's 'May 1', '11' Golden Week sales season is not prosperous, this is not only It’s the dynasty, and other furniture stores are like this. The whole industry is wintering.â€
Asked how many stores were closed in the end, and the talks on the military changed on a monthly basis. They only said that the number of new home stores increased by about 100 each year. At present, the new situation this year will be the same as last year. NetEase Finance looked at the 2011 Dynasty Furniture Annual Report and learned that last year, the company added nearly 300 stores, and it is estimated that the Dynasty furniture will close about 200 stores this year.
Netease Finance visited a number of stores in Guangzhou during the visit to the Dynasty furniture on Sunday. Although the merchants were greatly discounted, it was still difficult to attract customers.
Product aging problems highlight dealer loyalty decline
An industry person who did not want to be named revealed to Netease Finance that the factors of poor sales of furniture in the Dynasty were not only at the market level, but also because the product update was not done properly. He said that there are a lot of brands, more people are more selective, there is a lack of research on consumers, and management system problems are taking place. “In fact, it is not only the furniture of the dynasty, but the entire furniture market is currently in a state of overcapacity. There are some problems in the positioning of the entire market.â€
The above-mentioned people admit that the poor sales situation is widespread in this year's home furnishing industry. The main reason is that there are too many homogenized products on the market. The company's positioning of its products is not clear, it is not technically improved, but blindly Following the trend will only result in repeated investment, leading to vicious competition in the market. The price competition and product homogenization have led to overcapacity, which is the most fundamental reason.
In the interview, General Manager Tan Jun of the Dynasty Furniture Marketing Corporation did not directly believe in the current problems of the Dynasty furniture, but he told Netease Finance that the reason why many stores of the Dynasty furniture were closed was that some old dealers wanted to transform. Mainly because of the brand factor and the difficulty of maintaining the operating pressure of the store rent, followed by the problem of product aging.
Recently, many media pointed out that the products sold by the Dynasty furniture in the stores of several first-tier cities are still the product series in 2010, and their style has lagged behind their peers.
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