Inventory the home market in the first half of the year and feel the pulse of the home industry

We can see that some stores are unable to support and quit the market. At the same time, there are still some home stores that continue to hold high the banner of expansion and quickly run horses. They can't help but feel the unpredictable changes in the market: half the sea water and half the flame. Survival of the fittest is an ever-changing law, especially in the overall downturn of the market in the first half of the year, the operation of home stores seems to be somewhat difficult. Even if you are on the road of expansion, you will inevitably encounter "accidents". After the Hangzhou Fengqi Road store was dropped, Ouyada refused to reduce the rent and was "closed"; the situation of the "foreign supermarket" was even more embarrassing. Home Depot withdrew from the Beijing market and Lehua Meilan Dajiao Pavilion shop closed. At the same time, dealers have been plagued by multiple factors such as rising rents, rising costs, and declining performance.

More than half of 2011 has passed. Under the background of unprecedented and severe property market regulation, with the increasingly fierce market competition, what changes have occurred in the home store? Are their days better? Looking back at the cold and warm stores in the first half of the year, we can feel the pulse of the home industry together.

Phenomenon one: brand dealers may withdraw or close their shops or reinstall

"The market is not good, life is not easy." I believe it is the deepest feeling of many home brand dealers since the first half of the year. Not long ago, the reporter learned through interviews that even the well-known home stores in Beijing also have a small passenger flow and look very depressed. Dealers said that in recent years, store rents have risen, but overall sales have continued to decline, and the number of stores opened is not proportional to sales growth. Many dealers are trying to change the status quo and choose to close the business and decorate. "Instead of bleak operation, it may be better to adopt an" old shop for a new face "that may stimulate customers' freshness and desire to buy," a dealer said with emotion. Compared with the refurbishment, the dealer's move to withdraw the store is even more helpless. Rising rents, deserted business, rising costs ... Weak market sales have forced many merchants to withdraw. After investigations by Sohu reporters, several merchants in Shanghai have withdrawn their stores. The investigation revealed that the sluggish property market, the slump in the home improvement market, rising raw materials, and labor, transportation, and rental costs have left dealers miserable. Many small and medium-sized enterprises cannot keep up with their liquidity and have to retreat. At the same time, some companies choose to build their own independent stores for their own development. Regardless of the reason, removing the store is a frustrating choice.

Phenomenon 2: Expansion of home stores against the trend to accelerate the layout

In the first half of the year, it was an indisputable fact that home furnishing stores did not perform well. Property market regulation, market saturation, and fierce competition ... But the pace of expansion has not slowed down at all.

Actually, the store added 12 new stores in 2010, and the 2011 downturn target is to add 14 new stores. In recent years, Oyada Home Furnishing has been expanding rapidly, and its long-term goal is to "sit three or two in three years, and launch an impact on the industry first in five years", expanding at a rate of more than 10 stores every year.

On March 5th, Chengwai Home Furnishing Plaza, the oldest store in Beijing, announced that the scale of the store this year will be based on the original business area, and a new exhibition area of ​​50,000 square meters of Chinese classical furniture will be expanded. Meter.

Following the opening of the store in Yunnan in May, the groundbreaking ceremony of the Red Star Macalline Erqi Project was held at the Derun · Gold Coast site on June 15. The new store site under construction this time will adopt the latest concept of Red Star Macalline's eighth-generation shopping mall, with a land area of ​​60,000 square meters and a construction scale of nearly 300,000 square meters, with a total volume of more than 2 billion yuan. The investment amount will become the flagship flagship home aircraft carrier in Zhengzhou and even the Central Plains.

Phenomenon 3: Traditional home stores or closed stores are rectified or withdrawn from the market

The "cold" of the home furnishing market in the first half of 2011 is obvious to all. Recently, the withdrawal of the Fengjia Road store in Hangzhou, which has only been open for 8 months, has aroused widespread concern in the industry. As a home crocodile, the actual home move naturally set off an uproar. "Big names" are closed, will other stores be better? Although Ouyada's home store did not take the initiative to withdraw from the store, it encountered a "stop of business." Not long ago, the merchants of Ouyada Home Furnishing Wuhu adopted a "closed strike" method to ask the store to reduce the rent. The market is sluggish, and after the dealers have collected expensive rents from the dealers, they can sit back and relax and settle down. However, dealers suffering from various cost increases have become the ultimate victims. Ouyada has expanded rapidly in recent years, but not all stores are booming. Should those shops with sparse customer traffic be treated differently in terms of rent? If the store is willing to go its own way and the merchants rise up to resist, the result can only be both defeats.

Phenomenon four: "foreign supermarket" withdrew from market

Earlier this year, the Home Depot Home Building Materials Chain Supermarket on Beijing ’s West Fourth Ring Road closed down and all employees were laid off. Following the closure of the Home Depot Minutes Temple store last year, the West Fourth Ring Store was closed again. This is Home Depot's last store in Beijing. So far, Home Depot has withdrawn from the Beijing market. As for the speculation that Home Depot is withdrawing from the Chinese market, Home Depot has denied it. At present, Home Depot's 12 stores in the Chinese market have successively closed five, and its future development has to cause people to doubt.

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