In recent years, home furnishing stores across the country have closed down one after another, and home furnishing stores are oversupply, and Hangzhou is no exception. In the process of the transformation of the market survival of the fittest, each family has sought a way out, which is the only way for the market to become rational. It can be said that in the past two years, the pattern of the home market in Hangzhou and its surrounding areas is changing quietly. Even though many stores in Hangzhou have been closed in the past two years, there are still new stores opening in Hangzhou, and the types are even more varied. The development of science and technology, the change of consumption habits, the difference of regional culture... Each detail determines the difference in market structure and mode. The trend of “big home†and “personalization†seems to be a big arrow pointing to the future of the home industry.
The Evergrande International Building Materials and Home Expo Center, which was upgraded and transformed at the beginning of the year, is located in Jiubao, Desheng Road, Hangzhou East. From the basic plate to the home of the millenium, home life and electric mall in the home market, it is located in the good road of Hangzhou North City; The affordable supermarket is located in the world of Lijiajiao, located in Qiutao Road, Chengnan, Hangzhou. From the building materials and furniture to the one-stop service of design and construction, the Wanjiaju Life Decoration Plaza, which is located in the whole real-time decoration home experience shopping center, is located in Hangzhou Dacheng West. Yuhang will be officially put into use next year. Is there a new home market with four different orientations in the southeast and northwest, which indicates the new wind direction of the future home?
The old market is undergoing transformation and upgrading
Everyone strives to be "high and complete"
Chengdong Hengda International Building Materials Home Expo Center has been transformed from the predecessor of Evergrande Building Materials Market. The upgraded store has expanded its volume and has become a comprehensive building materials store integrating product sales, business office and warehousing logistics. The total area of ​​Evergrande International Building Materials and Expo Center can reach 180,000 square meters. At present, a large part of the warehouse is under construction. Looking around, around the exhibition hall of Evergrande International Building Materials Expo Center, the surrounding blue-top warehouses are all owned by Evergrande and the scale is indeed huge. The building materials category includes ceramics, sanitary ware, flooring, hardware, electrical appliances, lamps, kitchen utensils, plates, paints, stairs, glass, curtains, home accessories, etc., which covers almost all categories of building materials. It is reported that there are more than 400 brand building materials manufacturers. .
In the case of a decline in the overall situation of the home industry, it still chooses to increase the volume. The Evergrande Building Materials Center said that this move is not blind. Xu Jian, executive deputy general manager of Evergrande International Building Materials and Home Expo Center, feels that Evergrande's positioning is very clear, based on the local, providing one-stop service, and is the only one in Hangzhou that integrates warehousing, office, display, distribution and service. Specialized building materials. The brand and service are complete. It is located in the center of Hangzhou Chengdong Transportation Hub. The future transportation will be very convenient. Several positionings will make Evergrande have confidence in the future development.
In addition to the transformation and upgrading of Evergrande Building Materials, local stores that have been operating in Hangzhou for some years are also looking for new directions. Located in the old-fashioned store of the Gudun Road home business district in the west of the city, the New Age Life Home Plaza will be upgraded to the “New Era International Home Life Plaza†by renovating the plan and introducing international brands. The new era home life plaza, which has always been based on building materials, will also create an “international furniture brand street†supported by international brands, and has always wanted to win a piece of furniture market share.
On the other hand, the sixth space of the local home store, which has always been positioned with high-end and internationalization, has begun to appear in a new and eye-catching manner, and adjusts the layout of the metropolitan venue. The proportion itself is not too large. In the pavilion, the “8090 Home Living Museumâ€, which is mainly composed of youth groups, is opened. It is based on a personalized and young domestic furniture brand. It is hoped that through a more “grounded†approach, it will open up network channels and break into the middle of young people. .
Moving towards e-commerce
Personalization and parity development
Speaking of the Internet, the rapid development of e-commerce has also made the traditional home industry people realize that e-commerce is a must. The home industry has been approaching e-commerce, but the characteristics of the home industry make it difficult to break through the bottleneck in online platform sales. The online sales of large-scale household products or semi-finished products need to have strong service support. Many people in the industry believe that online homes are still Not in the heat.
The Millennium Boat Home Life·Electric Mall is brave enough to eat crabs. The Millennium Boat Group, which started with basic building materials, has a huge market potential in the network and has been planning related matters two years ago. At the end of March this year, the shopping mall in the mind of Lun Chuanhua, the head of the Millennium Boat Group, officially opened. In the way of factory cooperation, the intermediate links of products were omitted, and the purpose of lowering the price was achieved. The store mainly focused on furniture products. "The concept is moving forward, including accessories, fabrics, home appliances, household items, etc., and the relevant product information can be seen on the corresponding official website, which is similar to the Swedish IKEA model.
It is also a new store under the concept of “big homeâ€. The world of Lijiao on Qiutao Road is more focused on “small thingsâ€. General Manager Xu Dabo is also trying a transformation because he sees a decline in the share of consumer goods in the supermarket and an increase in the share of personalized and refined consumer goods. With the improvement of living standards, people pay more attention to the quality of life. The big pieces in the house are difficult to change frequently, but they want to make the home more quality, and the small pieces of pots, pans and fabrics can play very well. Great role, simple supermarket products can not meet such demand, foreign high-end brands can not meet the general needs, a product-rich and affordable one-stop shop, is exactly what is currently needed.
In fact, this type of home store is not absolutely innovative, and the special forces and music from Taiwan, as well as Japan's MUJI, are also precedents. The personality of MUJI is very distinct. Tellus and Music mainly focus on providing brand positioning, and both of them tend to be in the middle and high end. Xu Dabo said: The world of Lijiajiao needs to be refined, personalized and more popular, more affordable, and can provide more services and solutions for the public. 90% of the products in the world of Lijiajia are also from the factory channels. Many people who have been there feel that it is: really cheap! Use direct communication with manufacturers to reduce the price, rationalize the profit of household daily necessities and small pieces of furniture. The essence of the business of the Lijiajia world. General Manager Xu Dabo even said that the price of some commodities is cheaper than the “Taobao priceâ€, which depends on such cooperation mode. Coupled with the provision of home-based solutions, the company believes that this market is very promising.
Take care of the whole process of home
Guaranteed must be backed up
Under the market orientation of “consumer is kingâ€, the one-stop service of easy and convenient is still one of the unchanged themes. Renovation is a trivial and troublesome thing, which has spawned the home industry in addition to products, services are getting more and more attention. Home improvement services, from home improvement companies to the spread of the store, from simple rental cooperation to the integration.
Wanjiaju Life Decoration Plaza, which is expected to be put into use from next year, is located in Laoyuhang, which is located in the west of Hangzhou Dacheng. Chairman Wu Youxiang is very familiar with the market situation of this area, and with many years of experience, he is communicating with many parties. After that, it decided to open a commercial complex including home design, shopping, real-life model room, 3D interactive real-time home experience, and shops and hotel-style apartments to create a full-scale real-time decoration home experience shopping center.
Experiential shopping between real-life models is not a new thing. This model has been in a lot of brand stores and home improvement companies for a while, and this time Wanjiaju has done a longer-term integration. From design, to building materials, furniture, and finally to the final match, Wanjiaju provides a true one-stop service, a 1:1 real-life model room for specific real estate projects, and a computer 3D that can directly replace the store products. Experience design, selection of integrated building materials, furniture brands for selection, this series has a direct lead from the shopping mall, packaged projects from product to service, and eliminate the price increase brought by the intermediate links. Chairman Wu Youxiang believes that this is an advantage that a single brand discount cannot bring. In addition, the store side itself is a real estate agent, owning the property autonomy, avoiding the basic rent of the merchants, and sharing the profit and loss. It also attracts the brand merchants to be willing to settle in and participate in cooperation. On the consumer side, in the whole process, the problems encountered can only be solved by the shopping mall. Positioning in the high-end, so even if it is a little away from the main city of Hangzhou, but one-stop way, easy and secure, Wanjiaju thinks that he will be attractive.
From design and construction to the way to purchase one-stop service for products, it is also the positioning of B&Q. But the difference is the property support behind the store and the cooperation model with the merchants.
One-stop, personalized
Rationalization and service
Take the essence to its dross, and in the transition period, it is necessary to stabilize the general direction and adapt to market changes. There are successful precedents in the international market, but the orange is Huainan and the orange is born in Huaibei. Every business model can only be copied and copied, and the details are often the key to success. One-stop, personalized, rationalized profits, and better service, perhaps the same keywords hidden in each model, no matter what way, it indicates that the home industry will move toward a rational and regulated market direction. development of.
Blister Clamshell Salad Box,Custom Plastic Packaging Boxes,Fresh Blueberry Box,Clamshell For Fruit
Jiangmen JiuTai Plastic Product Co.Ltd , https://www.sequoiaent.com