The macro-control, which was regarded as "the strictest in history", started in April last year, has caused a sudden decline in transactions in various property markets, and also made the downstream home furnishing industry feel cold-mouthed. In this market background, the secondary demand of the home furnishing industry has naturally become the current priority of many home furnishing enterprises. This not only enabled home furnishing companies to start adjusting their business strategies, but also caused many changes in the home furnishing market in Guangzhou.
Household secondary consumption urges the store to transform into a comprehensive store and is favored again
Comprehensive stores are favored again
In a comprehensive store such as Grandview Plaza, since the rent is at least more than half more expensive than ordinary home stores, many businesses used to just try to enter this type of store, but in recent times, the situation has been quietly Changes are taking place.
The Opai cabinets Zhengjia Plaza opened in January this year, and the Atrium elevator on the same floor is directly opposite. Another new wardrobe store of Opai is currently being renovated and is scheduled to open in June. It will replace the original one of the Opai. A poorly located wardrobe store, while the new store is more than double the size of the old store.
The increase in the operating area of ​​Oppa is not a case. During this May 1st period, many new brands such as Federal Gordon, Meilun Soft Decoration Space Design, Novi Family Overall Wardrobe, and Marg Custom Wardrobe collectively appeared at Zhengjia Plaza. In addition to the original Sophia wardrobes, Holocaust wardrobes, Conraden wardrobes, Blue Valley smart cabinets and other brands, the sixth floor of Zhengjia Plaza, which is expensive to rent, has become a concentration camp for customized home furnishing products.
The traditional store is transformed into a comprehensive store
What has changed are those traditional home furnishing stores. In April of this year, the Mercure Olympic Sports New City store introduced Tianhe City Department Store, Xiao Q R Us, and Dadi Cinema. In addition to the original Decathlon sports supermarket, the Mercure Olympic Sports Store no longer has the image of a home store in the past. Transformed into a comprehensive store full of eating, drinking and playing.
Relevant person in charge of Mercure said that they have counted the influence of Tianhe City and other passengers on their traffic after the opening. The data shows that the average passenger flow in the store after the opening of Tianhe City is 4-5 times that of the previous ones. There are more than this multiple.
Some people in the industry told reporters that due to the weak housing market, the delivery area of ​​new homes has fallen, so the home industry will rely more on secondary decoration or secondary purchases, and the status of comprehensive stores like Zhengjia will become more and more. Important, because merchants rely more on random purchases, and if this situation continues for a period of time, the possibility of traditional home stores improving their own facilities and moving closer to home stores will increase.
Industry statement
Why are businesses willing to suffer expensive rents?
The rent of comprehensive stores is generally higher than that of home stores, and much higher than that of independent stores on the second and third lines. Why do merchants prefer to pay expensive rents and enter the comprehensive stores? Someone said the reason: "Rental is not expensive, it is relative to whether this place can make money-if a place has a lot of transactions, everyone can make money, no matter how expensive the rent is not expensive; on the contrary If there is no place to do business, even if there is no rent, the attendees may not be willing to pay for labor and utilities. "
Liu Zhaohui, general manager of the Guangzhou branch of Oupai Group, said that there were not so many stores in the past, so the original home furnishing companies would choose to open their stores independently in the street shop. Store opening. Where a merchant opens a store, the main consideration is popularity, layout needs and cost. Generally speaking, although the rent of independent stores is low, only when a professional street is formed or the brand influence is large enough can there be more passenger flows. The passenger flow to independent stores is often very purposeful; the home store is compliant. The convenience of buying household products in a stand-alone manner results; in a comprehensive store like Zhengjia, many people come because of the convenience of the picture. Therefore, the flow of passengers in independent stores and home stores is relatively more targeted and the transactions are faster, but there may be more people coming to the comprehensive store.
All this is the conventional experience of the previous home furnishing industry, but this year, the situation has changed. Merchants are beginning to feel the advantages of integrated stores in terms of passenger flow. Liu Zhaohui said that the newly opened European cabinet Zhengjia store on New Year's Day is now in good business. "Because Zhengjia's accumulation over the years has formed a certain influence, the passenger flow is increasing."
Relevant person in charge of Hollyke's wardrobe told reporters that during the "May Day", Guangzhou encountered rainy weather, and the store's passenger flow and transactions were not as good as expected, but Zhengjia store's performance was quite good, only "May Day" Many orders were received that day.
Second decoration
Home business changes
Statistics from authoritative institutions show that secondary purchases have become a new growth point for the home furnishing industry. In 2010, China's total annual output value of architectural decoration reached 200 billion yuan, and the amount of home decoration stock reached 800 billion yuan. At present, the home decoration industry has become one of the three major consumer hotspots in the country in terms of tourism and education. Relevant experts predict that the home improvement industry will maintain a high growth rate of more than 20% per year during the "Twelfth Five-Year Plan" period.
With the property market transactions tending to be flat, how can the home improvement market maintain a certain growth momentum? Some industry insiders told reporters that although new house transactions have declined, many people have instead created a need to improve their lives by renovating old houses, which has created a certain contrast between the home improvement market and the property market.
Market demand has changed, and merchants have begun to change.
At the end of last year, Holocaust Wardrobe launched a trade-in operation. The intention of the event is obvious, that is, to re-awaken consumers who have been staying for many years to demand for home improvement; the relevant person in charge of Ruibao wallpaper told reporters that the second decoration The strength of China has greatly increased its recent market demand.
"If you want to achieve immediate results in the secondary decoration of the house, you must renovate the walls. However, if you use latex paint, you must first do the base treatment. After the decoration, you need at least one week or even two weeks to wait for the latex paint to dry. The smell of dryness and lacquer is gone, and there is no small trouble for the occupants' life. "The relevant person in charge of Ruibao wallpaper said," Compared with the high requirement of latex paint on the wall intact, the process of wallpapering is more Simple: You only need to brush the base film to post it, and the wallpaper is rich in color, pattern or style. The large number of secondary decoration has made the areas that were not usually in need of wallpaper in Guangzhou and other areas now become less important. Demand has soared, and 'Ruibao' has also launched many products and services in response to the needs of secondary decorators. "
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