Home market starts to adjust frequently

With the arrival of spring, the home market has also ushered in the return of popularity, and the home market is gradually returning. At the same time, some brands of stores and stores are in the adjustment, some businesses choose relocation sites, and some stores are moving toward diversification. Under the multiple paths of creating popularity, brands and stores want to reflect their own brand values ​​and ideas, and try and break new development methods.

North Fourth Ring home business district change

Although it has just begun spring, new storefront adjustments have already begun at the North Fourth Ring, which is considered a gathering place for high-end furniture. In the store near Henry West House, near the north exit of Huixin West Street, the words “Cleaning for Business” have been posted. The staff in the store told the *** reporter that because the ten-year tenancy of the store expired and the rent rose too high and the store sales were not very good, they would relocate to Hangzhou after the expiration of the lease at the end of May. It is understood that the North Fourth Ring Store is the only storefront of “Henry Dai Family” in Beijing. Withdrawing the store also means that “Henry Dai Family” gave up the physical market in Beijing.

In fact, since the beginning of last year, the adjustment of the home circle in the North Fourth Ring has been ongoing. The “Nordic style” independent store that was once located here moved out around September 2014. According to reports, due to the expiry of the lease, plus the adjustment of the building itself, the Scandinavian style chose to open the new store in the home of Jinyuan and North Fourth Ring. In addition, the United States and the United States and the United States store is also in the adjustment process, according to Mike McCutcheon spokesman Liu Chunjie revealed that the United States and the United States and the United States will store the Chaoyang Park store moved to the East Third Ring, to create the country's second standard store. In addition, the former North Fourth Ring Store of Mei Ke Mei Jia will also be adjusted, also plans to open a new store in the same area, settled in the original "Earth and Hunan Emotion" site.

Home stores actively cross border

In addition to the adjustment of the brand's independent stores, the adjustment of large shopping malls is continuing. According to reporters, the Meikailong North Wuhuan shopping mall planned to set up a "playing art children's art education base" with an area of ​​more than 2,000 square meters to enter the field of early childhood education. It is expected that "61" will be opened this year. According to reports, the "Playing Art Children's Art Education Base" will be located in the northwest corner of the furniture hall, with a total of three floors. The exterior facade and interior decoration will be different from home shopping malls. The hardware conditions such as elevator settings and security facilities will be standardized. The main business will be children's art education. The adjustment of the Red Star Meikailong East Fourth Ring Mall is also underway. One floor and one floor will create an “International Light Luxury Pavilion”, bringing together a number of first-tier brands and presenting them in an independent manner. It will be completed in the near future.

In addition, the recently announced home has also announced that it will open an “Exotic Ankang Imported Food Supermarket” with an operating scale of 10,000 square meters on the second floor of the home of the actual house, Lize Store, to enter the imported food sector. It is reported that the actual home's attempt to import food has also benefited from the value of big data behind it. According to Wang Linpeng, president of the House of Real Estate Investment Holding Group Co., Ltd., only in the Beijing area, the number of members of the House actually reaches 300,000. With the continuous integration of the Internet and traditional industries, such a huge amount of data has brought new opportunities for the real estate's cross-border operations. The value behind them provides the basis for the home giants to get involved in other industries.

â–  Interpretation of trends

Home store cross-border

Home shopping malls involved in children's art education is definitely a cross-border, the person in charge of the Red Star Meikailong introduction, children's education and the home industry are similar, are "large industry, small brand", and the industry's target population, there are usually different levels Home needs. It is understood that after the “Playing Arts Children's Art Education Base” is completed, Red Star Macalline will open a home culture salon for parents waiting for children, and create home accessories areas, create home education and peripheral products, and bring home and children education to both industries. Organically combined. If the attempt is successful, it will also be possible to promote the capital market, build chain stores in shopping malls in other regions, and build a new commercial industry chain.

Actually, the home is involved in the field of imported food, not only to provide more popular prizes for the daily marketing activities of the store, but also to make full use of the data resources accumulated by the company. The extension of home shopping malls to other business areas is not new. Chaoyang Road shopping mall of Redstar Macalline has gradually developed into a comprehensive MALL that integrates catering, electrical appliances, entertainment, and other forms of business; Jimei households are also importing red wine and the production industry. Started exploration. From furniture and building materials to lifestyles, there are many possibilities for home shopping.

Variety of brand stores

In the traditional concept, there seems to be only two options in the form of a furniture brand store: entering a store to open a store or opening an independent store. In the process of gradually clear brand positioning and constant adjustment of business strategies, brand storefronts also have many possibilities: they are located in stores, but the pattern of doors and decorations has changed in a uniform and traditional manner, emphasizing brand features; even if they are independent stores, they can also Two storefronts open to the same business district; even if it is not impossible to open a furniture store to a department store, the delivery of Shang Pinjia and Qu Mei’s “All Things” in the store layout will allow the storefronts to be varied and flexible.

The form of the store is the blending of the business district and geographic location where the brand positioning and business strategies are located, and the various storefronts, which allow consumers to change the fixed thinking of buying home products, and also increase the influence of some brands and enter the concept of daily consumption. Of course, for brands, choosing the most suitable one is the most important.

Store own multiple

The first impression of a home store is that the floor is divided according to style or category, and the brand recognition is still relatively vague. In the current direction of store adjustment, the positioning and influence of a single brand is more important, and in hardware facilities, the Ordinary shopping malls are on par with each other to enhance consumer convenience and enhance the sense of experience.

Among these, e-commerce and the use of the Internet are of great significance in enhancing the experience. Many industry giants once expressed their plans and ideas for the renovation of “wireless arcades” to reporters, some focused on using the network to divert consumers to the stores, and some focused on upgrading networks and smart devices to give consumers more experience. Feelings, make full use of the features of the furniture and building materials themselves. In the future, visiting shopping malls is not only a simple way to buy things, but also a great paradise for consumers to experience, feel and learn about home culture.

Detail adjustment "disclosure" business direction

â–  Market Analysis

In closing stores, opening stores, trying new business models, adjusting store formats, and various adjustment policies, considering the brand and the store’s consideration of their business strategies, it can be seen from this that the stores are carrying “attracting popularity, selling products”, etc. The basic tasks and their functions are constantly changing. According to industry insiders, the adjustment is no longer a simple change in geography or area, but also reveals the adjustment direction of brand and store business strategy.

Meikemei's store relocation can also be said to be an upgrade of the brand stores. According to Liu Chunjie, the East Third Ring New Store has an area of ​​nearly 2,000 square meters and is further upgraded in terms of hardware and software. He said: "The new storefront will be truly real-world sales. In the soft-packing segment, household items will be introduced in the SPA, bedroom, and other space." Talking about the original intention of the upgrade and transformation, Liu Chunjie said that the new storefront focuses The customer's brand experience focuses on the convenience of seamlessly connecting online and offline. He said: "In fact, the new storefront is an operation center. Consumers can use terminal equipment and sales tools to experience and observe Lenovo's own lifestyle in the storefront. Online demand is found at the storefront. It is also a place for beauty and beauty. Brand Concept."

The adjustment of the Red Star Meikailong East Fourth Ring Mall also comes from the consistency of its positioning in the brand positioning. It is understood that the adjusted venues are no longer unified by style and category, but include international brands, original brands, designer brands and other types of brands, and these brands are unlikely to be placed in the same space in the traditional store. The product has a strong sense of design, a long history of brand design, and the target population is a consumer who has a desire for home culture and home fashion. These factors have become common to the brands; most of the stores have been decorated with independent doors. , highlights the brand's impact and influence.

â–  Home observation

Follow the trend to have the opportunity

The rapid changes in business are far from what ordinary people can imagine. For a home furnishing brand, the adjustment and reinstallation of the shopfront is not just such a reason that the rent expires or the area is enlarged. And home shopping malls suddenly started selling products other than furniture and building materials. The business model of multi-format business is not so easy to attract people.

For the brand, the sales volume and performance are missions and kings, how can we sell well? Geographical position is the first element. In Beijing, the eastern region near the International Trade Center has always been the battlefield of high-end brands. It is not only rich, but golden collars, media, and film and television personnel in this region are the most important. They pay attention to cultural values ​​and fashion concepts and become the first choice for designing and experiencing brands. customer.

The store's display and sales methods are also important factors for consumers to place orders. Inter-model furnishings, real-world experiences, and tailor-made designs all help consumers create associations and make demands on future homes, and give brands an opportunity to sell; in addition, in specific areas The presence of brand stores has also contributed to the spread of brand image and influence.

For the stores, the introduction of new formats will not simply solve the problem of renting out space. Based on home-based operations, if they can use existing data resources and passenger flow resources, they will seem irrelevant. The combination of the two business forms to create value seems to be much more clever than simply trying to attract people to buy furniture.

The small-scale adjustment of the two giants of home furnishing also gave us a huge imagination: the source of value for the home industry is not the “three-acre land” of the site. Capital, brand, and data, once they reach a certain level, are capital that can make money. . What needs to be grasped is that the positioning or the main business of a shopping mall needs to be clearly defined and maintained. If other formats and home industries cannot produce chemical reactions or even confuse the location of the shopping centers, there seems to be no value to be introduced.

The adjustment of market stores is not related to the actual situation. In fact, it is also one of the changes in consumption patterns and the development trend of the industry. In the ups and downs of these stores, we have seen the rise and fall of the brand and the future trend of the industry. The stores that have always been popular are both the masters of brand management and the winners who follow the trend of shopping malls.