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The former home store in the city is more advanced in terms of service concept and product grade than the current home market in the suburbs.
The famous store Jimei will open a new store with an area of ​​about 150,000 square meters in Yanjiao. Actually, it will be stationed in Daxing Rose City. This year has not been more than half. The home market has been moving frequently, and the suburban market has become a battlefield for brand home stores. ". The industry believes that the suburbs of the brand store will bring a new round of "shuffle", bringing more professional services to suburban consumers.
Beijing suburbs become home hotspots
Now that the home market is in the heat of the “war†in the urban area, the suburbs of Beijing seem to be becoming the new layout focus of the store. The reporter recently learned that Jimei Home will “advance†Yanjiao and open a new store with an area of ​​over 100,000 square meters.
According to Zhao Jianguo, president of Jimei Home Furnishing Group, Jimei will rent three commercial buildings in Yanjiao Leijie Plaza. He said: "From signing the agreement to forming a new leadership team, and then we can stay in less than 10 days." It is reported that the three commercial buildings of Leijie Plaza have a construction area of ​​about 150,000 square meters. Currently, they are the Leijie Times Home Plaza which has been in operation for more than half a year.
At the same time, Shen Yaojun, vice president of Jimei Home Group, told reporters that this year, Jimei Home will have four new stores to open. In addition to Tangshan Store and Yangzhou Store, there are two stores in the suburbs of Beijing, including Yanjiao and Lugouqiao, which are still in negotiation. The building area is about 182,000 square meters. Also opened in the second half of the year is the Beijing Yiwangjiayuan Home Plaza, which is currently under intense construction. It is located at the Dujiakan, the node of the Beijing-Shijiazhuang Expressway and the 107 National Highway. It was expanded from the original Dujiakan Furniture and Building Materials City.
According to reliable sources, the Real Home has taken over the Rose City Commercial Center in Daxing. The project is located in the Huangcun Center of Daxing District. It currently operates a comprehensive category of home, clothing, small commodities and food. Although the relevant person in charge of the current home is still silent about this news, the 2013 100-store plan set by the actual home will also make people believe that the current Rose City will hang the signboard of the actual home in the future.
Suburban market is more competitive?
Actually, Home is a “first mover†who has targeted the suburban market early. In 2012, it opened its first suburban store, Shunyi Store. The reporter learned from the general manager of the store, Hu Yuntao, that although there are still some gaps compared with other urban stores in the actual home, the sales performance of Shunyi Store has been on the rise since the opening. Mei Xuhang, director of the operation management department of the Real Home, also said that although it needs to be cultivated in terms of popularity, Shunyi Store is very stable at present, and it is very successful as the group's first suburban store.
Hu Yuntao of Shunyi Store told reporters that from the number of real estate and the scale of overall commercial development, it can be seen that the urbanization of Beijing suburbs is obvious and the consumption potential is huge. Among them, many consumers who work in the urban area and have strong spending power buy houses in the suburbs, which has formed a large part of purchasing power. Zhao Jianguo also said that before the opening of Jimei Home Water Margin Shop in 2011, the local store rent was 40-50 yuan / square meter, and now it has risen to 150 yuan / square meter, the booth is not rented, merchants can also make money. He said: "The home market in Beijing suburbs has great potential only to radiate to the local area, and even radiate farther."
Yin Yuxin, general manager of Yiwangjiayuan Home Plaza, believes that in the areas where these stores are extended, it is not that there is no sale of household products. However, the service system and the competition system may not be satisfactory, and the management will be more perfect and more Competitive brand hypermarkets to take over, whether it is overall reception or cooperation and other means, can enhance the positioning of the original store, while consumers can also enjoy better service, which is also caused by market competition.
â– Market analysis
Market downturn is suitable for expansion
When the environment is not too good, the cost is much lower. According to Shen Yaojun, vice president of Jimei Home Furnishing Group, Jimei Home did not open a new store in 2012, but decided to open a new store after the Spring Festival in 2013. Because the big environment is not very prosperous, some stores with inaccurate positioning, imperfect service and unclear personality are facing a crisis of survival, and also give some opportunities to professional hypermarkets. The survival of the fittest in the market is more likely to appear in the fierce market competition. Being shuffled, it is also a big fish to eat small fish, a good time for expansion.
Brand entry service
There is no shortage of home stores in the suburbs of Beijing, but most of them are mainly low-end home stores. Excellent home stores enter the suburbs, bringing some innovative service concepts and excellent products to the suburbs, virtually improving the quality and grade of the suburban home stores, and also exerting some pressure on the local home stores.
Through the chain model, brand stores can efficiently copy some advanced service concepts to the suburbs to provide better services to consumers. At the same time, some excellent brands may not have access to the suburbs in the past. Now, together with the stores, they can also occupy the market more smoothly.
Enterprises adapt to market development
Zhao Jianguo, president of Jimei Home Furnishing Group, said that it is a good way to open the store to Yanjiao. Based on the original store in Beijing, I hope to make the region more comprehensive and larger, so that the company can be more reasonable in the future around Beijing. The layout and radiation of more consumer groups.
Mei Xuhang, the director of the operation management department of the Real Home, also said that as long as there are suitable projects in the suburbs of Beijing, enterprises will talk about it. On the one hand, they are optimistic about the development prospects of the suburbs. On the other hand, they think that the layout within the five rings is basically mature. Adding a store is tantamount to competing with yourself.
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