There are four major business misunderstandings in home stores
First, the basic is still a large and complete business ideas. One up is at least 200,000 square meters of home stores, known as the local home aircraft carrier, regardless of whether the local market can have such a large spending power, regardless of whether there are so many brand cooperation. Big and full means that all brands are coming in, the fish and the dragon are mixed, the consumers do not buy the account, the brand has been withdrawn for a period of time, and the operation has entered the downward channel.
Second, rely solely on heavy gold and advertising to gain market recognition. I believe that if you do enough advertising, you can occupy the market. Desperately gambled, the result of the advertising stage can get a certain flow of passengers and sales, advertising stopped, the store immediately encountered cold, this time there is no more funds to save the field, and finally can only be defeated.
Third, cater to the current popular Internet thinking, and make heavy money as an e-commerce provider. I think that the store is connected with the Internet. If you open a flagship store or do a vertical website online, you can please the consumers. If the traffic is not enough, you can drain at any cost. The offline passengers can't lead, and you can only save money for promotion. I don't know if this is actually. It is a bottomless pit that burns money.
Fourth, no features and no differentiation. Unclear positioning and blind pursuit of large-scale home stores have not carried out effective market segmentation and market positioning. The homogenization of stores is more serious, and there is no differentiated operation based on consumer segmentation, resulting in poor management. The introduction of brands and manufacturers is always a few. This home store is these brands. For a home store or these brands, there are thousands of stores, no features and innovations, boring, no longer want to go to the second time, consumers Feeling wasted energy, and finally the mall can only be eliminated.
Change business ideas and seize market opportunities
At present, most of the home sales business ideas are still too old, such as relying solely on price wars, what blasts, group purchases, unprecedented discounts, etc. are all practices that lead to home sales or no competitive advantage. So how do home sales companies change their business ideas? First of all, we must have a clear business philosophy and direction. The author believes that innovation should be made from these aspects.
Positioning differentiation, this is the brand symbol. The characteristics of the home store from the beginning must be clear, around the market positioning for brand investment and resource integration. Home stores must not have an age-level positioning. Such positioning will limit the space and operation of the home store itself. The home store needs the positioning of the lifestyle, the positioning of the cultural level, and fully explore the consumers in addition to shopping.
The home store must not regard itself as a platform for durable consumer goods. It should be a platform based on the lifestyle generated by the combination of homes, and it needs to inject more entertainment factors into fun. People now come out to shop not only to experience the product itself, but also to enjoy leisure and entertainment. For example, the more popular VR virtual space experience based on 3D technology development can not only create interaction with home products, but also make consumers feel interesting to buy things. Openly introducing healthy lifestyles and cross-border related entertainment activities, creatively integrating more entertainment factors, in order to have a group of loyal fans and supporters in the home store.
Today's lifestyle is changing with each passing day, and the pace of changes in the home consumer market is accelerating. As an important window in the field of household consumption, home stores must change the old ideas, constantly change the business ideas in response to changes in consumer trends and consumer psychology, so that they can always stay at the forefront of the times, so that they can survive forever. .
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