Home market: store clear and "electric shock" heating

Xu Meiqi, editor-in-chief of Shanghai's "Furniture" magazine, pointed out that China's home furnishing industry, like other domestic industries, is facing a critical historical moment in the transformation of growth mode and industrial restructuring. The home retail industry is undergoing tremendous changes: in addition to physical hypermarkets, e-commerce marketing will be popular, in addition to a variety of furniture retail models such as community stores, specialty stores, the era of diversified and personalized home furnishing industry is coming.

Restricted by multiple factors such as real estate regulation and control, there are few people in the home market after the holiday. In response to the industry winter, many home furnishing companies have “electric shock” and greeted the bright spring on the e-commerce platform. The home retail industry has gradually entered a diversified and personalized era.

Physical home store door

On the weekends, reporters in the city of Jin Haima, Red Star Macalline, the home of the home, the decoration of the city and other large home furnishing stores in the city to see the various stores can be a bird, customers, sales staff bored. Many brands have launched a promotion to "greet the 3,15 full 20% off the audience", but consumers still do not buy much. “Since the opening of the festival, the business has been relatively meager, and it has caught up with the dusty days. The home market is even more sluggish.” Liu Litai Jinhaima, a brand furniture salesman, said helplessly. Some merchants on the second floor of Jinhaima simply closed their doors and the empty stores were particularly deserted.

Since 2012, the housing market has been adjusted more and more, the store rents remain high, and the raw materials and labor costs of plates, hardware, paints and other materials continue to rise. The rapid expansion of the city's home consumer stores in recent years has intensified the situation of oversupply, various factors. Stacked together, resulting in a lot of home dealers, manufacturers are not much better. A home owner of Hongxing Meikailong in Hongqiao District said with his fingers that 20%-30% of the income is currently donated to the store in the form of rent. About 7% of the income is given to the logistics, and the salesperson’s salary is guaranteed. It is mentioned that the general profit of furniture enterprises is also 10%-20%, and the industry has entered the era of low profit. Another boss said that before May 1st, it was originally the traditional off-season of the home furnishing industry. This year's off-season was particularly weak.

E-commerce home sales are considerable

In contrast to the cold and clear of the home store, the sales of online homes have been in full swing.

Yesterday, the reporter saw an official flagship store on the Internet, a five-story bookcase similar to IKEA's simple style, with 750 pieces sold monthly and 5,372 pieces sold; a locker for Allstate, 462 pieces sold monthly, sold Out of 2,561 pieces... The sales performance of these home items is something that the store can't even think about.

As early as 2009, affected by the financial turmoil, the traditional furniture company Qumei transformed into e-commerce. In 2010, Qumei set off the “Quyi Group” on the Internet. In more than 40 days, the sales performance of 13,500 orders of nearly 100 million yuan made Qumei e-commerce famous, and attracted more large furniture and building materials enterprises. They have been stationed in e-commerce. In 2011, brands such as Hansgrohe, GROHE and TOTO represented by sanitary wares have “electric shock” and the trend is increasingly obvious. In 2012, the household e-commerce entered the peak development period. The data provided by the Tmall furniture department showed that the turnover of Tmall's home decoration category last year reached more than 34 billion yuan, a year-on-year increase of 300%, of which the furniture category increased the fastest, reaching 324. %. E-commerce has gradually become an important channel for home furnishing companies to resist cold and heat.

Not only traditional brands such as Jiu Mu, Qu Mei, and Quanyou have leveraged the e-commerce platform to deal with the industry “winter”, and many personalized brand stores have also found space for survival and development on the Internet. For example, online stores that sell lamps, lighting, wardrobes, and mattresses are all very successful.

After the international financial crisis, a considerable number of foreign trade-type home furnishing enterprises began to turn to domestic trade. Due to the general lack of domestic sales channels and brands, e-commerce has become a popular choice for many enterprises. In 2011, 12 original IKEA foundry companies such as Heilongjiang Endurance Wood Group and Qing'an Houcheng Wood Co., Ltd. also joined the group of foreign trade home furnishing brands and home OEMs, making the e-commerce home team more spectacular. . Zhang Ying, vice president of Analysys International, said that in the United States, traditional enterprises are the main force in the online retail market, and home e-commerce accounts for 19.8%. The scale of domestic home e-commerce is estimated to reach RMB 205 billion in 2015, the online shopping scale will increase by 249%, and the online shopping rate is expected to reach 17.5%. Home will also become the "next gold mine" after e-commerce after apparel and 3C digital.

Diversified personalization of home retail

In the home of the real estate, some brand-name home sales staff recognized the squeezing effect of the rise of online home stores on physical home stores, but they also pointed out that online homes are mainly made of plates, items, and low-priced products. Young people after 80s and 90s, "If you want to buy a full set of high-end, expensive solid wood furniture, the physical store is still more competitive. After all, for the high-priced things, consumers still believe in seeing is believing. As a result, some “electric shock” home furnishing companies have begun to explore the “experience pavilion” model of online and offline, to achieve offline experience, online shopping, and to show consumers’ concerns about online shopping through offline exhibits. To further integrate offline business opportunities with the Internet.

Xu Meiqi, editor-in-chief of Shanghai's "Furniture" magazine, pointed out that China's home furnishing industry, like other domestic industries, is facing a critical historical moment in the transformation of growth mode and industrial restructuring. The home retail industry is undergoing tremendous changes: in addition to physical hypermarkets, e-commerce marketing will be popular, in addition to a variety of furniture retail models such as community stores, specialty stores, the era of diversified and personalized home furnishing industry is coming.