In 2012, the tightening of real estate policies exceeded expectations. This year, furniture stores struggled in the crisis, rents continued to rise, store pressure increased, and the industry's "shuffle" has been going on. However, looking back on 2012, there are still traditional stores that have achieved breakthrough development and turned cold in the crisis.
In the first half of 2012 :
Furniture store transfer
At the beginning of 2012, the central government repeatedly emphasized that real estate regulation should not be relaxed, and pointed out that strict implementation and gradual improvement of policy measures to suppress speculation and investment demand should further consolidate the achievements of regulation and promote the reasonable return of housing prices. For traditional stores, it is undoubtedly a huge blow. The property market regulation has led to a decline in domestic demand for home purchases, and furniture store sales have been "difficult." In addition, due to factors such as the economic crisis in Europe and the United States and fluctuations in the exchange rate of the RMB, furniture exports have also worsened, and the operation of home building materials stores has fallen into chaos.
On March 31, 2012, Beijing Bafanglong Lighting City, which has 12 years of operating history, announced its closure. Since then, it has become a Huilong aquarium market that specializes in aquariums, wenwan, painting and calligraphy. This is still very rare in the industry.
Furniture store closed
The "dressing up" of the Bafanglong Lighting City in Beijing is just the beginning of the closure of the store. Later, the closure of the Blue Oriental Lishuiqiao store, the strategic closure of the Jimei Home Wanjia City store, and the death of the new store in Hangzhou, even shocked the industry. Home Depot completely closed the seven remaining stores in China in September 2012. For a time, tides of bankruptcy and withdrawal took place.
According to industry data, in the first half of this year, the sales value of enterprises above the designated size in the building materials industry nationwide was 2.5 trillion yuan, a year-on-year increase of 16%, and the growth rate dropped significantly by 25.2 percentage points. Among them, the total sales of building materials and furniture stores above the national scale reached 553.93 billion yuan from January to June, a year-on-year decrease of 7.66%. This is also the first time in the past five years that the growth rate has declined. Despite the fact that the development of the industry is facing difficulties, most stores are firmly developing and unwavering. In the second half of this year, they began to seek new outlets.
In the second half of 2012:
Furniture store turns to new battlefield
Facing the dilemma of the industry, some traditional stores began to operate in the second and third tier markets, and at the same time, they launched irregular furniture promotion activities to attract consumers, and some stores touched the Internet to transform e-commerce ... The exploration of new models became the direction of store development.
In the face of high store rents, some furniture stores have long adopted an Internet platform. But it was a little difficult to try initially, because after the transformation of furniture e-commerce , there were many problems involved, from sales, delivery, installation to after-sales and other links, there are certain defects, so the initial online sales did not improve much. Some people in the industry said that to touch the Internet, you must walk on both legs, online and offline. User experience is always the most important. Just like the Melaleuca furniture network , it was originally pure Internet marketing furniture. By the second half of this year, its offline The Experience Pavilion has covered major first- and second-tier cities across the country, and has formed a sound sales system.
In addition, judging from the sales data of furniture companies of the 11th Golden Week, they have greatly increased compared with last year, and the sales during the "Double 11" period have reached a higher level. The "breakout" of furniture e-commerce has given the traditional stores new hope. Another survey shows that the current online shopping for large pieces of furniture is dominated by young people born in the 1980s, and they are more pursuing a better online shopping furniture environment for users. Ms. Han, a consumer in Nanjing, said that after all, furniture is a high-value consumer product, and she is more willing to choose it online. First of all, there are many types of furniture available on the Internet. Secondly, many furniture online stores now have offline experience halls. The user experience is good, the after-sales service is also guaranteed, and the logistics are becoming more mature. In the second half of the year, I bought a European-style bed at the Melaleuca Guangzhou Experience Hall. Time will be served. Finally, it is cost-effective. Buying furniture online has become a favorite of some netizens, so opening up e-commerce roads has also become one of the trends in store development in the second half of the year.
As the first-tier cities are affected by the regulation of the upstream property market, traditional store operations are under heavy pressure. But for the second and third tier cities, this part of the housing is mainly based on rigid demand, and the impact is not obvious, and the purchasing power of the second and third tier cities for furniture products has gradually become prominent. At present, many well-known furniture brands and traditional stores such as Yifeng Furniture and Fuzhidao have begun to lay out this part of the market, hoping to find new energy in this cake. In addition, for the development of second- and third-tier cities, the state has also issued relevant support policies, hoping to boost domestic demand. Therefore, this part of the market economy environment is better, which is also a very advantageous advantage for the development of traditional stores.
According to the current housing market policy, traditional stores will be subject to certain "constraints" for a long period of time, but it is foreseeable that in the future, consumers will be timely and rational in purchasing furniture. The operation of the traditional store may also be quietly changed, but no matter what the future development trend is, it is the last word to find a path that is suitable for your own development.
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