The store is busy expanding and renting
Dealer busy withdrawing
For enterprises, they naturally feel the pain of being crushed by the store, and are in trouble. Since the previous year, the industry's public opinion has been dominated by distributors. The actual action of the "field" and "landlord" dispute. This phenomenon even directly affected the three coastal exhibitions in March this year: The popularity of the three coastal exhibitions this year was exceptionally strong, precisely because the dealers "withdrawal" and "changing cards" piled up, resulting in the inability to sit in stores and manufacturers Took it, so they went to the exhibition to find the weather vane.
In fact, the "enterprise + exhibition + chain store + dealer" model was once recognized by coastal furniture companies as the mainstream and advanced furniture marketing model. Many coastal brands find distributors through participating in the three coastal exhibitions (Dongguan, Shenzhen and Guangzhou), and thus establish a "strategic partnership" relationship with the home store.
Enterprises enter high-end stores, one sells products, and the other forms a "high-end brand" reputation, the two complement each other-"It is safe to say that companies that followed chain stores in the early days made money." The interviewed company admitted that The so-called "strategic cooperation partners" herald mutual benefit and win-win cooperation. Indeed, this cooperative relationship has made huge profits for companies, distributors and stores. But in recent years, with the rapid expansion of home stores, more and more furniture brands (especially dealers) feel that they are "expanded."
For some chain stores today, in the eyes of manufacturers, it is no longer a tasteless description. Some interviewed companies told reporters: "Rent rents have increased year by year, logistics consumption is large, and not much money is made. But in fact, it is at stake. "He said:" Furniture manufacturers are forced to follow up, passive layout, soaring costs, diluting profits, the most painful is the store dealers, expensive rents, harsh regulations, the occupation of funds, so that it is slightly If you pay attention, you will be defeated. "--Unfortunately, these words are now the cruel reality before the selling scene.
Enterprises find new channels for e-commerce to become "salvation pills"
The store is coldly rethinking positioning and rent reduction
The furniture economy is sluggish, and people have more leisure time, so connecting to the Internet has become the most cost-effective way. Therefore, it also promotes the development of e-commerce. Furniture e-commerce is also imperative, because on the one hand, consumers' online shopping habits have been generally formed, and on the other hand, the general expansion of furniture companies around 2008 has raised the production capacity to a certain high level, but in such a poor offline Under the sales market, we must find new channels to export to release production capacity. In this situation, e-commerce seems to be a "salvation pill," but for enterprises, it is impatience. The advancement of e-commerce may "pull the whole body", and blindly intervening without full consideration will be very risky.
As far as offline stores are concerned, one is to adjust the positioning, "You have to observe the objects you serve and what changes they have. You also have to change accordingly." For example, Fussen, although the previous positioning and profit model It has benefited a lot, but now it seems that it has to be adjusted, and Red Star's acceptance of Shandong, Sichuan and Jiangxi brands is also a strong signal to adjust the market positioning. The second is to reduce rents. "It is naturally difficult to lower the rents of stores in the city, but you have to find a way to expand this price reduction space."
The sudden emergence of the Xiangjiang model of Chengdu furniture indicates that the above two roads of the traditional offline stores must be taken. This kind of IKEA's "suburbanization" mode of marketing avoids high rents, as well as detailed market research to avoid disorderly vicious competition. Dealers are relieved, and their price positioning has been adjusted accordingly to be more close to the people and the public-consumers who have just needs for their homes are naturally quite sensitive to prices.
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