The home shopping mall has a lantern and a welcoming guest.
Red Star, Meikailong, B&Q, and IKEA take the lead in preparing for the market
From 2009 to 2011, the regulation of the property market has intensified, and the home market has gone from bad to worse. In the past three years, the industry winter is no longer a fresh vocabulary, and industry reshuffle has become a commonplace. Will the Year of the Dragon, which will come to the forefront, bring a turning point and a new weather to the Guangzhou home retail market? Industry analysts pointed out that on the one hand, this year's property market policy will not be significantly relaxed, the expected rebound in the property market and the overcapacity of home shopping malls will lead to the ultimate promotion war in the home retail industry; on the other hand, the Dragon Year effect brings together The peak will bring considerable space for the first home purchase and the second renovation. It is precisely because of this danger and the coexistence of the machine, the major stores and brands entered the competition in advance, and the home industry 100-team battle with full effort and bayonet will be staged after the Qingming this year.
phenomenon
Competitive competition opened on the first day of the market
On January 28th, the first day of the first month of the first month, the Red Star·Meikelong Pazhou Shopping Mall opened the mall door on time. The shopping guides of dozens of furniture and building materials such as Dongpeng Sanitary Ware, Fulin Flooring, Nordic Style Furniture, and Mrs. The store opened its doors to welcome guests. The person in charge of Red Star·Mei Kailong Pazhou Shopping Mall told the reporter that in order to cope with the extremely severe market competition in the Year of the Dragon, the shopping malls issued the Dragon Year opening time to the merchants before the holiday in the Year of the Rabbit, and it is necessary to open the market one day ahead of schedule. Meet new competition with a new attitude.
The reporter learned that as a building materials supermarket, B&Q and IKEA opened the door early in the first three days of the first month and the first day. Hongshuwan Guangzhou Sandian, Yujiao Guangzhou 12th Store, Jinhaima 4th Store, etc. all choose to open on the first day of the first month. From the eighth day of the first month of the first month to the beginning of the seventh day of 2008, and the opening of the sixth day of this year, the opening hours of the home shopping malls have been advanced, suggesting that this year's home retail competition will be particularly fierce and cruel.
market
The Year of the Dragon effect or become a "life-saving straw"
From the first year of December 5 last year, the bank deposit reserve ratio was lowered. Recently, it was reported that Jingsui and the three places lowered the interest rate of the first home loan. All kinds of signs seem to indicate that this year's property market regulation policy may be relaxed. Xinhua News Agency issued a letter on January 21, experts believe that the property market regulation policy in 2012 will not relax, but will be more flexible.
Of course, the market will not be absolutely pessimistic, and the crisis will be organic. Wang Ke, president of the Guangdong Furniture Association, pointed out that the Year of the Dragon effect may become a "life-saving straw" in the home market. 2012 is the Lunar New Year of the Lunar New Year. Due to the Chinese people's preference and preference for the Zodiac Dragon, Dragon Dragon and Little Dragon Girl's "Dragon Baby" hope that this year will become another breeding peak after 2000. Many "post-80s" couples will choose to give birth in 2012. This effect will definitely bring considerable market opportunities to new marriage houses and improvement houses, and also bring a turn for furniture and building materials retail. Zhang Bangken, chairman of Jinshang Mingdian Home, pointed out that the baby born in 2000 also reached the age of junior high school this year. Many parents hope to become a child, and the demand for secondary home purchase for children near the prestigious school has increased. Market demand.
It is worth mentioning that the major security housing communities that have been completed in Guangzhou are also harboring huge potentials for the Nuggets. In the context of the blocked circulation of the first-hand building, the second renovation that emerged due to the improved demand and the decoration cycle will become the main battlefield for the public.
response
Home shopping malls Qifa force precision marketing
Faced with the market environment of joy or worry, the major home shopping malls and home brands have not had time to consider the market environment, only early preparations. The industry generally believes that precision marketing, advertising wars, and public welfare marketing will become the main theme of this year's home market.
Zheng Haoran, deputy general manager of é“Home Building Materials Supermarket, said that in 2012, é“Home will use precision marketing as a “killer†to stabilize market share and seize the surrounding market. The first district accurate marketing campaign opened on the first day of the first month of the first month of the first month of the month has launched, and the launch of the New Year decoration red envelope, design new year, site tour and other marketing forms of decoration and New Year activities. Wang Mingchang, general manager of B&Q China's five districts, said that the two stores in B&Q in Guangzhou will focus on improving the share of soft-packed products, releasing the trend of home improvement in 2012, and conducting targeted sales promotion to target consumers.
Insiders pointed out that in the bull market, everyone can get a share with the plagiarism, and the bear market needs creative products and services to achieve the precise positioning of the target market. Liu Yiping, deputy general manager of Xingyi Decoration, believes that the partial decoration that was regarded as a chicken rib in the past will bring new profit growth points for the decoration building materials enterprises in 2012. Xingyi Decoration also lowered its posture for the first time this year, the beginning of the Lunar New Year. A large-scale new spring promotion with a 20% discount on the artificial price and a 50% discount on the design fee was launched. Fenlin Floor Marketing Director Duan Qiling said that in the past, he was used to launch high-middle and low-end products based on the purchasing power of consumers. This year, he needs to change his business ideas, such as diversifying products to guide the diversion of target consumer groups, and will have limited market. The share is in your own hands.
prediction
Guangzhou home store or current store
CPI has climbed steadily, and the manufacturing costs of the home industry have also risen. In January of this year, Beijing, Nanjing and other places frequently reported the news of the withdrawal of large-scale home stores. Nearly ten bathroom brand dealers can't stand the rent and labor cost pressures, and have withdrawn from a famous store in Beijing, and the same phenomenon has occurred in second-tier cities such as Chongqing, Nanjing and Zhengzhou.
Insiders pointed out that the Spring Festival in 2012 was the earliest Spring Festival in the past 46 years, which caused the three months of February, March and April to become a long sales season. According to the current market atmosphere, this time period is a hurdle that many businesses are hard to pass. During this period, the tendency of the store to close the store will be more obvious. Whoever can survive the off-season of the rainy season, whoever has achieved a staged victory.
Corresponding to the withdrawal of merchants, the pressure on home shopping malls is also increasing. The expansion of the store has led to an oversupply of store space, which has intensified competition in the store, resulting in normalization and loss-making of sales promotion. This pressure has been grafted to its merchants. The strong discounts of the stores also forced their manufacturers to make greater discounts to benefit consumers. In a fiercely competitive environment, manufacturers have to reduce profits and increase investment in promotions. This long-term internal consumption will not only rigidify the already fragile relationship of the manufacturers, but also cause a serious diversion of passenger flow and sales volume, resulting in a blurring of the peak season of home sales. Therefore, before the demand market is fully warmed up, companies with weak financial strength can only survive in adversity or break their arms, or completely withdraw from the home stage.
Guangzhou's home market Since 2006, the area of ​​home shopping malls has been expanding. From the opening of Weizhou Jisheng Weibang in 2009 to the good luck of 2010, the establishment of the Jockey Club, Shiliupu and Hongxing Pazhou stores, and the Yuewang, Baishi and Hongxing Tianhe stores in 2011, more than ten local foreign market stalls In the opening of the industry, there are only seven shopping malls with a capacity of 100,000 square meters.
Insiders pointed out that the withdrawal of shops in other cities was caused by poor management and because the rent of the store was too high. In Guangzhou, this phenomenon has not yet appeared in large numbers. The main reason is that many of the stores that are currently operating are relatively short to open, and businesses can also enjoy some of the operating offers offered by the stores, such as rent-free, rent-reduction, etc. .
Although the Guangzhou home store is still relatively stable at present, the changes in the market environment are worrying. The person in charge of the ceramic tile brand said that “demolition tides†like Beijing and Chongqing may appear in Guangzhou after the Spring Festival this year. With the overcapacity of the business area of ​​the mall and the continued tightening of the property market regulation policy, this year is the time when the real bayonet will be seen. Some low-end shopping malls, small and medium-sized shopping malls or due to geographical location, poor management, inadequate publicity, poor service and other reasons to withdraw, transform, and withdraw from competition, this trend will likely appear in the second half of this year.
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