Many people in the industry believe that after 20 years of rapid development, the Chengdu furniture store has shown its "old state" and needs to make self-change to achieve a real change from furniture to home mode.
Development trajectory: the “flock roadâ€
Mr. Liu used to be the head of marketing for a well-known home furnishing store in Chengdu, and later moved to Chongqing to serve as the marketing director for a large home furnishing store in Chongqing. He is familiar with the development process of furniture stores in Sichuan and Chongqing. He explained the current problems in the industry from the development process, development methods and store mode of Chengdu furniture store.
"Banyue was insulted by the sheep dealer Dentnor, so he bought one of the sheep and drove them into the sea. The flock of sheep saw the effect, and all of them worked effectively. Mr. Liu said that the disorderly expansion of the Chengdu furniture store is like a story in Rabelais's "Giant Biography": a sheep throws into the sea, causing blindly-following sheep to follow suit and fall into the sea.
Mr. Liu said that in Chengdu, Bayi Furniture City and Fusen are undoubtedly the two most successful furniture stores. "Therefore, the success of Bayi and Fusen has been sought after by some companies, which eventually evolved to imitate or even simply copy. But in the new market environment, and when consumer groups and consumer psychology change, some stores do not After thorough market research, it is only a simple transplantation and imitation of the Bayi or Fusen model. Although these stores have a larger area and a more flamboyant name, but after many external factors have changed, this simple and extensive replication is not Will be successful. "
The former has a sales area of ​​100,000 square meters, and the latter will build 6 million square meters; the former has a home mall, and the latter will build an industrial park ... Mr. Liu said, for example, the herding effect continues to occur between furniture stores, and Many participants lost their basic judgment and eventually only knew that they had swarmed, which laid many hidden dangers for the store itself and the industry.
Survival status: many stubborn illnesses worry about survival
"With China's economic growth slowing, real estate regulation continuing, and rising operating costs such as labor and rent, the profitability of Chengdu furniture stores and their merchants has also clearly shown a trend of slowing growth. Therefore, Chengdu The business philosophy and business model of the furniture store must be constantly changing with the external environment. If it only changes invariably, it can only wait for it to be eliminated by the market. "Mr. Liu said.
So, what are the cruxes of the current Chengdu furniture store model? Mr. Liu believes that under the premise of continuous innovation of other business models and changes in the age structure and consumer psychology of consumers, Chengdu furniture store has emerged with quick success and homogeneity. Many backward diseases, such as backward business model, low degree of organization, weak innovation ability and not oriented by consumer demand, have seriously hindered the future development of furniture stores.
Mr. Liu also emphasized that the homogenization of Chengdu furniture store is very serious. "There are basically no differences in products and business methods in some furniture stores, leading consumers to have no choice when choosing products, so they have to use price as the only selection criterion. Furniture brands or enterprises, even if they are stationed in different stores, to ensure For their own interests, they have to follow the store ’s call to choose to participate in discount promotions. Therefore, many store promotions have evolved into a 'digital game under concessions'. "
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