Now whether it is a store or a home improvement company, after understanding the regional characteristics, consumer preferences and the development trend of the entire industry, it is followed by the appearance of one store after another. The company hopes that through the carefully built new store, you can touch more Customers, meet their needs.
Invisible, the continuously subdivided market also promotes consumer purchase behavior to a certain extent.
The new army of home furnishing industry will expand at the end of the year
After the upsurge of opening stores in major home stores, the home improvement company completed the laying of its independent stores in a slightly low-key manner. With the gradual increase in the volume of the home improvement market, home improvement companies have racked their brains in the development of the market, and experience halls and building materials halls are scattered in various corners of Beijing. While it is convenient for consumers to "one-stop" home improvement, they also find out New marketing model. After the store and the home improvement company, the furniture and building materials company was not in a hurry to "independence."
New storefronts lined up-home improvement company
Recently, Bologni will launch the first overall design hall specifically for soft decoration design of rooms, using a professional soft decoration designer team and a soft decoration construction team to provide services. This is another home improvement store launched by Boloni after 8 houses and 16 houses. It is understood that the museum is divided into 3 floors and covers an area of ​​more than 3,000 square meters. There are 19 model rooms for soft display in the house.
Prior to this, many home improvement companies and shops have been lined with factions, each with its own characteristics. The experience pavilion model is now very familiar to consumers, and various types of home improvement style model rooms have been built in thousands of square meters of exhibition halls. For consumers who have no decoration experience or cannot determine the decoration style, the experience pavilion can have distinctive characteristics Provide a visual experience.
At the same time, opening big stores is another way for some home improvement companies to find new ways. In these big stores, floors, tiles, sanitary ware, furniture and hardware have become the protagonists. Just like a supermarket with rich items, consumers can mix and match at will. And the price is quite advantageous.
In addition, a small-scale home improvement flagship store is also quietly emerging. Most of these stores are close to the working area of ​​office workers, or located in a prime location of transportation, so that consumers can consult home improvement issues before work or work. .
New consumer demand has spawned big stores
Regarding the current store opening in the home improvement industry, Dai Jiangping, chairman of the decoration company, said that in recent years, consumers have found changes in consumer concepts, and the demand for home decoration materials and styles is increasing. In this case, home decoration companies need to come up with More convenient and diversified decoration schemes. At the same time, as the competition in the home improvement market intensifies, various home improvement companies are thinking about how to provide consumers with more adequate reasons for consumption, so a variety of home improvement stores have emerged.
In June of this year, Shichuang Decoration opened its second branch in Beijing with the brand-new image, "Sunset First Station.com" President Sun Wei said that the starting point of the company is to improve the store network, which was originally located in Huangsi Foret ’s head office is small and located in an office building, which limits its development. Eventually, a new store that has been brewing for more than two years is selected in Shilihe, mainly because furniture and building materials are concentrated here.
When opening a tens of thousands of large stores, the purpose of Shengjian Decoration Chairman Li Jian is to provide a free shopping platform for consumers in Beijing. He believes that large stores like supermarkets can meet the prices and styles of various consumer groups. Demand, many consumers do not have enough experience in decoration, so they want to be able to see the product style and price intuitively.
Li Jian, chairman of Shengdian Decoration, also stated that all products in the “buffet†of Shengdian Decoration can be seen in the store, and the price is 25% to 30% lower than the market. Consumers are not artificially distinguished when buying in the store. For high-end, middle-end and low-end customers, it is checked by the designer after free purchase.
Stimulated by the current changes in market demand, home improvement companies have explored different types of storefront models. In these storefronts, consumers are mostly able to complete the necessary home improvement links such as consulting, design, and purchase of building materials.
Home improvement store marketing potential can be tapped
In addition to satisfying the visual feast of consumers, what role can home improvement stores have? In fact, some big stores of home improvement companies are no longer satisfied with the initial display and experience needs, but embarked on the road of active marketing.
Dai Jiangping said that the three experience pavilions currently decorated were built after analyzing the current market demand composition. Among them, the personalized suite restaurant that is being rebuilt is still a furniture pavilion in the first half of this year, but consumers have no sense of freshness for individual product displays. Therefore, 6 sets of model suites with different styles will be built in the personalized restaurant, with various types of building materials products.
This year, due to the influence of the upstream real estate market, there are chills in the home improvement circle, and the passenger flow in the big stores has declined compared to the past. In this case, the big stores are looking for a new way out. Li Jian said that at present Shengdian Hotel has received a lot of consumers from Langfang, Cangzhou and other places in Hebei. They have come into contact with many fresh home decoration experiences by visiting the big stores and factories, while the home decoration level in many foreign markets still stays. At the level of Beijing a few years ago, therefore, Beijing home improvement company has more "speaking power".
Although Li Jian regards the way of large-scale stores' "domestic sales to export" as a helpless move under the market slump, it can also be seen that the large stores have great potential in the transformation of marketing methods. Qi Zhiyao, a consultant for Qixing Yao Decoration Enterprise, told reporters that the home improvement flagship store with the simplified big store model appeared in a prime location in Beijing and could be closer to the consumer group. "Seven surname Yao will not follow the big store model, but use a sophisticated economy. 'S flagship store meets the decoration needs of office workers. " Wang Zhizhong said.
Home improvement tends to blur
"Independent stores will have a certain natural passenger flow. At present, it seems that the customers of the new stores are mainly from Yizhuang and Tongzhou." Sun Wei mentioned that these places are too far from the store in Huangsi Fulite. If you drive for an hour, then sit The bus time is longer, and convenience is very important to consumers.
Regarding the current enthusiasm of other home improvement companies for "opening stores", Sun Wei said that this is the result of several years of healthy and orderly development of the home improvement industry. Opening stores must first have strength. We have three factories with more than 10,000 square meters, and many products are produced by the factories. Through the industry chain, we have formed a model of front shop and back factory. Products must have a window to display, this is the most original idea of ​​opening a store. But at present the boundaries of this industry are becoming more and more blurred, and decoration companies, shopping malls, and products are interpenetrating. However, I dare not predict whether the market pattern formed today will be maintained for a long time. I can only say that market competition is always guided by consumer demand.
Regarding the difference between the store in the store and the independent store, Sun Wei said that there is a big difference in the form of expression. "The store sells raw materials, and we sell finished products. The decoration company can maximize its design capabilities. And because there is no rental problem, the product price has an advantage over the store. "
"This store enters the off-season decoration season as soon as it opens, but because the business model is relatively mature, the sales are good. We are planning to open another one in the West Fourth Ring Road. We are currently choosing a site." Sun Wei said.
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