HC Coatings News: According to the data released by the Department of Circulation Industry Development of the Ministry of Commerce and the China Building Materials Circulation Association, the cumulative sales of the national scale building materials store in the first six months of 2016 was 545.32 billion yuan, up 9.50% year-on-year. Affected by the national real estate market, the national building materials and home furnishing market has recovered in the first half of the year. However, as domestic and international market demand continues to be weak, the downward pressure on the national economy is still relatively large, and the national building materials and home furnishing market has not yet reached a level of blind optimism.
Nowadays, the boundaries between the “low season†and the “high season†in the traditional concept are becoming more and more blurred, and the market trend will become more and more gradual. This means that the benefits of relying on traditional holiday promotions to drive sales will be lower and lower, and market sales will gradually enter the bottleneck period. Under the current situation, accelerating transformation and upgrading is still the key to the survival of furniture stores.
Furniture store breaks through sales bottleneck, accelerates transformation and upgrade is the key
Strategy 1: Expanding the interest chain
"God closed a door and it will open another window for you." Although the traditional home store sales have entered the bottleneck, in the Internet era, people's new demand for home consumption can bring a greater interest chain.
Traditional furniture stores are “specialized†and focus on selling furniture items. In this Internet era, people’s demand for consumption has already exceeded that of single products. One-stop shopping for sofas, wardrobes and mattresses has become a new demand of the times. The home has been promoted to an important position. Take Dickson Furniture as an example. All the items that can be seen in its stores are sold, except for regular furniture, cabinets, mattresses, curtains, carpets, etc. Sophia, Europe and other companies are also expanding the chain of interests to the direction of the big home.
It should be noted that the furniture store wants to expand the interest chain, not to increase the product category. It is so simple to multi-agent several brands, and must also consider whether the various products are matched. Otherwise, it is just “drawing the gourd according to the sampleâ€, and consumers not only fail to pay the bill but also bring the risk of stocking to the store.
Strategy 2: Store upgrade
The “consumption upgrade†in 2016 is a hot topic in all walks of life. Reflected in the home industry, people's consumption concept has also changed. In addition to price, consumers have become more focused on product quality, shopping experience and brand. Especially under the influence of “Internet +â€, the offline store consumption experience has become one of the biggest advantages. How to grasp this advantage and do a good job of upgrading the store has become a problem that furniture stores must consider.
As early as 2008, Dickson Furniture, which was transformed into the overall home improvement industry, first recognized the importance of the store experience. More than 100 Dickson stores across the country have all been upgraded. Each store is equipped with standard model rooms, living room, dining room, kitchen, bedroom, bathroom, etc., and is configured in accordance with the needs of modern people. The kitchen that can cook, the bathroom that will give hot water gives consumers the most authentic experience. It's better to do a good job in the consumer store experience than to use the irrational VR technology to make a gimmick.
Strategy 3: Cross-border development
Recently, e-commerce retailers Amazon and Alibaba, fashion brands Next, Zara, H&M, etc. have joined the furniture industry across the border, indicating that the furniture industry market prospects are still broad. Nowadays, “cross-border†is no longer a new word, and it is also the direction of transformation for furniture stores.
In the case of favorable real estate industry, the furniture store cross-border home improvement industry can be said to be a good choice. Dixin Furniture, which has been in the overall home improvement industry for 8 years, has now established itself in the high-end home improvement industry and has made two-way profit for enterprise development and consumers with its industrial home improvement technology.
On the one hand, from furniture to home improvement building materials, home appliances, home textiles, etc., the entire line of the product chain, the floor, ceiling, siding, etc. laid in the store are also commodities; on the other hand, the factory prefabricated a variety of home improvement panels, Home decoration products such as siding, doors and door covers, countertops, cabinets, bathrooms, etc., the decoration site only needs to be installed according to the detailed drawings. The home improvement model of assembling a house like assembling a car brings consumers a "home improvement revolution" that is shortened by about 3/4 and the price is reduced by about 35% compared with the traditional decoration method. Today, most stores of Dickson Furniture can achieve monthly sales of more than one million, and dealers with annual sales of more than 10 million are not rare.
Crisis also means opportunities, as long as people still have to live, there are opportunities for development in the home industry. The important thing is that you can't give up as a furniture person!
Editor in charge: Zhang Shufen
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