This year, many merchants complain that the home sales volume is too small, and the business is unsustainable. The home stores have also experienced different degrees of withdrawal from the country. According to the data released jointly by the Ministry of Commerce and China Building Materials Circulation Association, the cumulative sales of building materials stores above designated size in the country from January to June this year decreased by 6.19%. The impact of the cabinet industry is not small.
Store dealers are also difficult to follow
There are cabinet dealers, after the first round of the peak season in March, the home market, whether in a few newly opened stores, or old-fashioned home hypermarkets, are popular, large stores, often the sales staff than the purchase of consumption There are still many. The collapse of the home store last year has caused a major trauma to a large number of building materials dealers. This loss has not been fully relieved in the past year. Therefore, the market is always in a downturn, as a cabinet dealer, even if it is a promotion, there is nothing to do.
Last year, home furnishing stores closed down across the country. Home Depot, the second largest building materials retailer in the US, announced the closure of all seven home building materials retail stores in China; B&Q in the UK has reduced its stores in China from 60 to 40 at peak times. In Beijing, in just half a year last year, the number of home building materials stores closed down has reached eight. The Oriental Home Building Materials Supermarket, which used to be the largest chain building material supermarket in China, has also suffered from the closure of the store since the beginning of 2013.
The industry believes that the reason why home stores have closed down is the main reason. The common phenomenon of closing stores in home stores is that the market demand caused by real estate regulation has shrunk. The main reason is the fierce competition caused by the vicious expansion, blind expansion, high saturation and homogenization of the industry.
Home stores and cabinets need to be repositioned
From the very beginning, home stores have followed the management and marketing model of the home appliance industry. As early as ten years ago, when the home appliance industry appeared in professional stores, the marketing model used, after 10 years, the home building materials industry is still in use, from the president signing, to group buying, from the purchase to cash back, discounts, discounts, from celebrities Endorsements to the industry alliance, from price wars to preferential warfare, from factory purchase to experience, without exception, is the old way along the home appliance industry. These marketing models are no longer favored by the electronics and FMCG industries. At present, shaping the brand image, new product research and development, and technological innovation have become the core marketing model. This is the inevitable result of the current crisis in the home industry and the inability to extricate themselves.
At present, the building materials and home furnishing stores that only rent and rent are no longer sustainable. In order to obtain orderly and sustainable development, the home building materials industry must abandon the "price war" and choose the "value war." In Other words, the building materials and home furnishing industry will only have a new way out after the transformation and upgrading.
The cabinet industry must go out of the "market collapse", must establish brand influence, must rely on production technology, product quality and after-sales service, insist on continuous updating of quality, innovation in product design, continuous improvement of functions, create New value. At the same time, cabinet companies must rely on the implementation of brand strategy, standard positioning style, strict control of price control mechanisms, and implement long-term brand strategic planning. Cabinet companies must set their own position and aim at long-term development to shape the core competitiveness of high-end brands.
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