In 2015, for the entire home industry, it is full of innovation, opportunities, and even a somewhat helpless year. The innovation and opportunity are said that many decoration companies and furniture sellers have begun to deeply embrace the network. Internet home improvement and development of e-commerce have been repeatedly mentioned and tried, and the concepts of smart home and self-assembly have also been accepted by more people. As for helplessness, the traditional home store and home improvement company business is harder to see than before, when the report is running, and the report is reported... For this reason, this year's home market is a historic year. At the beginning of this issue, the “2015 Home Fashion Awards Series Report†will use a few key words to make a simple inventory of 2015.
The number is seriously over-represented, competition among peers is intensifying, property costs are rising year by year, but profit margins continue to fall. In the face of severe market conditions, how to transform into the key to the survival and development of traditional home stores. However, how should we change? For most stores, this issue still has no answer.
Recently, the traditional home stores headed by Red Star Macalline and B&Q have taken the lead in the transformation and provided many possible transformation directions for local stores in Nanjing. Then, what kind of impact will the store have on the consumer in the end?
Battle for transformation
The stores have made big moves, and the genres are different.
A few days ago, B&Q China announced a strategic cooperation with Tmall in Shanghai, which will set up the Internet for the first time and open a new model of “online + offlineâ€. The first "Internet home improvement" product developed by B&Q - 999 yuan / m2 environmental protection package, the main environmental design concept, has been exclusively launched in Tmall.
Coincidentally, on November 25th, Red Star Macalline announced the strategic cooperation with 2,000 real estate developers across the country, and held a launch ceremony in 50 cities. It is understood that its contracted real estate developers include Landsea, China Merchants Real Estate, Country Garden, Greenland, Suning Real Estate, Sino-Ocean Land, etc. and their distribution in 50 cities. Red Star Macalline believes that this kind of strategic cooperation not only can get the soft-packed configuration and custom model house with better price and quality, but also add a strong selling point to marketing and property; buyers can also get from Red Star Macalline. Professional home design guidance, personalized home improvement program, home improvement package and other quality services.
The home furnishing store Jinsheng International Home is also actively planning the transformation. Its responsible person package manager recently told reporters, “We are actively improving the offline user experience of the store and trying to develop towards smart home. Next year, Nanjing citizens will be able to Experience a new shopping environment."
Cause of transformation
External market - online home improvement, all-inclusive, store profit margins are eroded
In the past few days, I have visited traditional home stores such as Yuexing and B&Q, and found that they are mostly business. Although there are merchants who make lower discounts, in some stores, the number of clerk is even more than that of consumers. In sharp contrast, the information obtained from emerging home improvement e-commerce companies such as Qijiawang, Jiazhuang e Station, and No.1 Home Network shows that these online e-commerce businesses are quite prosperous.
In fact, since last year, a large number of furniture and building materials have flooded into the home appliance business, and the impact on home stores has become increasingly obvious. In particular, this year, various home improvement e-commerce platforms have gradually been established. Qijiawang, Tuba Rabbit, Home Improvement e Station, No. 1 Home and other brands are all strongly dividing the cakes in the furniture and building materials market.
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Internal market - furniture and building materials merchants have fallen sharply, and they are seeking a way out
On the other hand, the bleak business of furniture and building materials in the store is also an important reason for the transformation of major stores. Some building materials such as ceramic tiles and flooring have turned a lot of energy into home improvement e-commerce. "Our gross margin can reach 50%, and then it goes from bad to worse. The first two years of the store business is still okay, but this year, almost no weekends are almost nowhere to go shopping. The all-inclusive model of the home improvement company will charge 25% of our profits, In order to survive, we have to cooperate with home improvement e-commerce, even if it is small profits but quick turnover, it is better than waiting for death," said a tile dealer.
In addition to cooperation with home improvement e-commerce, furniture and building materials companies actively embrace the Internet + is the current trend and trend. A lot of furniture and building materials have seized the opportunity of the "Double Eleven" E-Commerce Festival, and set a variety of gratifying data: Jiu Mu has once again set a new record for the turnover of 250 million yuan, and achieved "double eleven" building materials class six Even the crown. Lin's wood industry has a record of 510 million in sales in the “Double Elevenâ€.
As for cooperation with the store, most building materials companies have indicated that they want to see the speed of the store's return and the proportion of profit sharing. "If there is no consensus, there will be fewer and fewer stores in the store."
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Transformational confusion
Consumer: Decoration is more convenient, but new issues are also highlighted
Some owners believe that "stores and home improvement e-commerce are more and more like, they are a one-stop service model. It is possible that the experience of the store is more diverse and more refined."
There are also consumers who disagree. "The package decoration model seems to save money, but the style is also very simple. It is possible that I have the same decoration as the upstairs neighbors, no personality."
In response to the transformation of the store, Zhang Ren, secretary general of the China Building Decoration Association, said, “Everyone is convinced that home improvement e-commerce can make money and follow the trend. As for the acceptance of consumers, it is still waiting for market inspection.â€
The number is seriously over-represented, competition among peers is intensifying, property costs are rising year by year, but profit margins continue to fall. In the face of severe market conditions, how to transform into the key to the survival and development of traditional home stores. However, how should we change? For most stores, this issue still has no answer.
Recently, the traditional home stores headed by Red Star Macalline and B&Q have taken the lead in the transformation and provided many possible transformation directions for local stores in Nanjing. Then, what kind of impact will the store have on the consumer in the end?
Battle for transformation
The stores have made big moves, and the genres are different.
A few days ago, B&Q China announced a strategic cooperation with Tmall in Shanghai, which will set up the Internet for the first time and open a new model of “online + offlineâ€. The first "Internet home improvement" product developed by B&Q - 999 yuan / m2 environmental protection package, the main environmental design concept, has been exclusively launched in Tmall.
Coincidentally, on November 25th, Red Star Macalline announced the strategic cooperation with 2,000 real estate developers across the country, and held a launch ceremony in 50 cities. It is understood that its contracted real estate developers include Landsea, China Merchants Real Estate, Country Garden, Greenland, Suning Real Estate, Sino-Ocean Land, etc. and their distribution in 50 cities. Red Star Macalline believes that this kind of strategic cooperation not only can get the soft-packed configuration and custom model house with better price and quality, but also add a strong selling point to marketing and property; buyers can also get from Red Star Macalline. Professional home design guidance, personalized home improvement program, home improvement package and other quality services.
The home furnishing store Jinsheng International Home is also actively planning the transformation. Its responsible person package manager recently told reporters, “We are actively improving the offline user experience of the store and trying to develop towards smart home. Next year, Nanjing citizens will be able to Experience a new shopping environment."
Cause of transformation
External market - online home improvement, all-inclusive, store profit margins are eroded
In the past few days, I have visited traditional home stores such as Yuexing and B&Q, and found that they are mostly business. Although there are merchants who make lower discounts, in some stores, the number of clerk is even more than that of consumers. In sharp contrast, the information obtained from emerging home improvement e-commerce companies such as Qijiawang, Jiazhuang e Station, and No.1 Home Network shows that these online e-commerce businesses are quite prosperous.
In fact, since last year, a large number of furniture and building materials have flooded into the home appliance business, and the impact on home stores has become increasingly obvious. In particular, this year, various home improvement e-commerce platforms have gradually been established. Qijiawang, Tuba Rabbit, Home Improvement e Station, No. 1 Home and other brands are all strongly dividing the cakes in the furniture and building materials market.
Internal market - furniture and building materials merchants have fallen sharply, and they are seeking a way out
On the other hand, the bleak business of furniture and building materials in the store is also an important reason for the transformation of major stores. Some building materials such as ceramic tiles and flooring have turned a lot of energy into home improvement e-commerce. "Our gross margin can reach 50%, and then it goes from bad to worse. The first two years of the store business is still okay, but this year, almost no weekends are almost nowhere to go shopping. The all-inclusive model of the home improvement company will charge 25% of our profits, In order to survive, we have to cooperate with home improvement e-commerce, even if it is small profits but quick turnover, it is better than waiting for death," said a tile dealer.
In addition to cooperation with home improvement e-commerce, furniture and building materials companies actively embrace the Internet + is the current trend and trend. A lot of furniture and building materials have seized the opportunity of the "Double Eleven" E-Commerce Festival, and set a variety of gratifying data: Jiu Mu has once again set a new record for the turnover of 250 million yuan, and achieved "double eleven" building materials class six Even the crown. Lin's wood industry has a record of 510 million in sales in the “Double Elevenâ€.
As for cooperation with the store, most building materials companies have indicated that they want to see the speed of the store's return and the proportion of profit sharing. "If there is no consensus, there will be fewer and fewer stores in the store."
Transformational confusion
Consumer: Decoration is more convenient, but new issues are also highlighted
Some owners believe that "stores and home improvement e-commerce are more and more like, they are a one-stop service model. It is possible that the experience of the store is more diverse and more refined."
There are also consumers who disagree. "The package decoration model seems to save money, but the style is also very simple. It is possible that I have the same decoration as the upstairs neighbors, no personality."
In response to the transformation of the store, Zhang Ren, secretary general of the China Building Decoration Association, said, “Everyone is convinced that home improvement e-commerce can make money and follow the trend. As for the acceptance of consumers, it is still waiting for market inspection.â€
Really want to survive in the market, in addition to keeping up with the trend, to achieve high quality and low price, more importantly, to do a good after-sales service, especially not a complaint call for a few weeks without giving back. The final test of your success or not is the consumer group.
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