Shenzhen furniture store status observation store is not a "paper tiger"
The May 1st holiday has quietly ended, and the holiday marketing wars of various industries and businesses have also come to an end. Looking back, there are also several happy families. This year's May Day is not only a general promotion in the conventional sense, but a weather vane that represents the situation of the furniture market in the first half of the year. Although the industry, large to the store, then to the manufacturers, small to dealers, last year was ready to meet the market shrinking, but after the May 1 test, how the market is conclusive. In particular, the store, as the main distribution channel and carrier of furniture in the terminal market, is the most representative and most convincing role in interpreting the furniture terminal market situation during the operation of May 1st or the first half of 2012. So, what is the reality? In this regard, the author directly talks about several major stores in Pengcheng, uncovering the layers of yarn and facing the truth.
Sales are indeed weak
If the usual sales are regular season, then May 1st can be seen as the playoffs, and this year's May 1 "playoffs", like the NBA, is slightly weak. For the promotion methods introduced by different merchants, there is not much analysis here, because there are still serious problems of homogenization. The core is still to make profits, rebates, concessions, or make a fuss about the price, but the methods of operation are different. The form of performance is different. For example, cash, lottery, gift giving, etc.
As a first-tier city in China, Shenzhen is undoubtedly the “military heavy land†of furniture manufacturers. The competition is also relatively fierce. From the perspective of layout, consumers are more choices in shopping, whether in the urban area or outside, but because the city of Shenzhen is in the market. The significance of the strategic level, the phenomenon of withdrawal or vacancy has not yet appeared in the store. Shenzhen's furniture store not only carries the task of sales, but also has the image carrier function of the display window. Therefore, although it is understood that in the first quarter of 2012, the sales volume of Shenzhen stores was generally lower than that of the same period of last year, and some stores were experiencing a shrinkage of 40%, but the storefronts of the stores were still saturated, even if there were individual With the withdrawal phenomenon, it is also possible for a dealer or the company itself to quickly fill the vacant position.
Actively attracting effective customers
Under the premise of the overall market, the store is facing more pressure. Dealers and manufacturers become more cautious when choosing a store. Whether it is a chain store or a local store, manufacturers and dealers are more rational. It tends to be a full-fledged, popular store. And this is also a concrete manifestation of the strength of the store, how to gather popularity, how to increase the volume of business, has become a major problem in front of the operators of various stores.
Facts have proved that the store has also made efforts to attract effective customers. In addition to daily routine advertising promotion, the store has begun to actively enter large communities and new real estates, and has spared no expense in promoting community and real estate advertising. The owner offers special preferential policies, and the owner can enjoy a more favorable discount when shopping at the store through his owner's certificate at the property. In fact, the owners of the community and real estate are very expensive furniture buyers. Currently in Shenzhen, the villages of Qiaoxiang Village and Shenyun Village are important communities, thus highlighting the country’s promotion of affordable housing, affordable housing and other benefits for the furniture. Industry influence and promotion.
At the same time, such new methods have also brought new benefits. In the face of limited advertising space, Chinese stores of building materials and furniture have been rushing to rush to grab favorable advertising spots by pulling relationships and raising prices. In this way, the major real estate advertising contractors are fattened, and the demand and supply relationship is in short supply, which leads to greater rights in the hands of advertising contractors. The rising promotion costs have inevitably increased the operating costs of the stores. As the saying goes, "the wool is on the sheep", and these costs will eventually be passed on to dealers and manufacturers.
Regarding this issue, Lin Chengqiang, deputy director of investment promotion at Ou Shangmei, said: "Although large-scale community real estate is indeed the most effective means of attracting customers, we are not steadfast, but actively explore other channels and methods, such as us. In cooperation with various district-level civil affairs bureaus in Shenzhen, the promotion of newcomers registered for marriage has also achieved good results."
Factory direct sales
Factory direct sales may have been strange in other industries, but in the furniture industry, this year has been highly praised by many stores. Each family has introduced a direct sales method that bypasses the dealers and directly supplies the manufacturers. Although there are various different names, the core still revolves around the price, the more favorable price, the same quality products, and the reduction. The cost of the circulation link has indeed effectively stimulated the local growth of consumption.
But in fact, there are certain contradictions in this kind of means. From the perspective of the store, its merchants open more stores to face dealer groups, while dealers in the traditional sense have strong independent pricing power and a large range. The bargaining space, in this respect, although the store adopts a unified collection method, it is still difficult to intervene, let alone control. This has caused consumers to face the high price of furniture, seemingly at a loss, and gradually developed psychological resistance and distrust. This is also the key to attracting consumers to the direct sales model, but bypassing the dealers in this way will inevitably hurt the interests of the dealers. From the perspective of the store, it is relatively contradictory. Therefore, if the direct sales model is normalized, the details and measures need to be further improved.
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