Shilihe will build a home-based cluster market

?? ● Located in the Shilihe River in the southeast of Beijing, the geographical position is superior and the transportation is convenient. In 2001, it was named “Shilihe Building Materials Street”, making it one of the top ten characteristic commercial streets in Beijing. Nowadays, after years of development, the total business area of ​​Shilihe District is nearly 1 million square meters, and the annual circulation is more than 10 billion yuan, making it a famous “home CBD” in Beijing.

?? ● Now with the Shilihe Kistler City, Shilihe Cultural Park, etc., the Shilihe as a unified brand of commercial street, the connotation is also more abundant. Beijing Shilihe Investment Management Group Co., Ltd., which was established in 2007, has brought this street to the United States Tiandi Building Materials Market, Home and Home Beauty Housewares, Dayang Road Building Materials City, Colliers International Lighting Port, etc. Large-scale integrated home building materials market.

??Innovative management, keep pace with the times

As a well-known home distribution center in Beijing, Shilihe has long been famous. From the small building materials store on the street in the late 1990s to today's shopping malls, the market is full of traffic. The Shilihe area has more than ten stores, covering homes, cultures and other products, with a business area of ​​nearly 1 million square meters. Despite the large-scale home cluster, the home store here does not “eat the old”, but actively innovate and find some new highlights.

In March of this year, the LED lighting area of ​​Gaoli International Lighting Port began to operate. The first phase of the “China LED Lighting Energy Saving Procurement Exhibition Base” covers an area of ​​5,000 square meters, bringing together LED lighting products from well-known brands such as Osram and NVC . . At the same time, the old-fashioned stores such as Jiameijia, Meilian Tiandi, Shilihe Lighting City and Dayang Road Building Materials Market also did not forget to seize this year's Xiaoyangchun, planning and launching various promotional activities.

Not only that, at the beginning of May this year, the Shilihe Chamber of Commerce officially established two branches of tea industry and photography. The Chamber of Commerce is jointly sponsored by several enterprises on the Shilihe Commercial Street, approved by the Chaoyang District Commerce Bureau, and approved by the Chaoyang District Civil Affairs Bureau as a non-profit corporate legal person. The first attempt to "divorce mode" was mainly due to the increase in membership of the Chamber of Commerce and the improvement of management requirements. According to relevant sources, the new model is conducive to advancing with the times and developing towards a more specialized direction.

?? Characteristic building street popular foot

Since 2001, Shilihe Home Building Materials Street has been named one of Beijing's top ten characteristic commercial streets, and “Shilihe Building Materials Commercial Street” has experienced rapid development for more than 10 years. He Wei, general manager of Colliers International Lighting Port, said that compared with other distribution centers for home building materials, the plates here are bigger, the products are more concentrated, and the level is more comprehensive. Together with the unified promotion and management of the Shilihe Chamber of Commerce, it has been gathered here. A higher popularity.

Han Guang, general manager of Shilihe Store, believes that although there are still many imperfections in this street, because of the large scale and variety, from cement sand to furniture accessories, the product structure is high, low and low, so There is never a shortage of passengers. Liu Xinli, general manager of Beijing Meilian Tiandi Building Materials Market Co., Ltd. believes that with the geographical advantage of the three-ring side and the opening of Shilihe Station on Line 10, “not only Nancheng, but all Beijing have consumers who come to Shilihe.”

According to the first batch of bosses who opened shop in Shilihe, the Shilihe area was originally a small shop selling building materials. Later, more and more foreign investors were in progress. The fierce competition made the development into a complete category. Affordable home distribution center. The current Shili River not only has home building materials, but also a richer product category such as ceramics, flowers, and antiques. Tian Hao, chairman of Beijing Jiahe Jiamei Home Market Co., Ltd., said that although not all home building materials, the products on Shilihe Street are closely related to family life. Tian Hao, who is also the president of the Shilihe Chamber of Commerce, said: "In the future, Shilihe will build a cluster market based on home building materials."

??â–  Regional Analysis

??Unified brand

?? Although every store in the Shilihe area operates independently, the Shilihe Chamber of Commerce gathers everyone in the form of members. The Chamber of Commerce can coordinate between different stores to form a unified management, planning and setting, and to carry out unified publicity. This "husband" form also allows members with different management contents to concentrate their strengths and exert their respective characteristics and advantages.

?? Complete categories

Some people say that if you want to decorate a home, there is nothing you can't find in Shilihe. Large enough to furniture, sofas , beds, etc., as small as cement, sand or even various types of screws, can be found here. The large and full of Shilihe can meet the professional needs of many consumers of home building materials. Not only do all kinds of household products that ordinary consumers need, but also professional lighting city, fabric city, ceramic base, etc. to meet the needs of consumers for product diversification, truly one-stop shopping.

??cheap price

?? Shilihe gives many consumers the impression that it is cheap. Many stores in Shilihe also said that in addition to strict quality control, it is more important here to minimize rents and make consumers buy more reasonable prices. The product. The reason is that in addition to the piles of stores, the competition here is more intense, and there are many commercial atmospheres in which “old people's stores” are formed here. Even in the cultural market with the theme of Kistler, antiques, etc., there is no deliberate price increase because consumers do not understand the product.

??Structured

?? Although most of Shilihe's products are "people's price", the consumption level of Shilihe can't be generalized. Different stores have different levels of customers. For example, the same lighting store, Shilihe Lighting City is mainly for wholesale, serving mid-end consumers, while Gaoli Lighting Port is positioned in the middle and high-end, mainly retail. The same as a one-stop integrated home store, home and home beauty, the United States and other services for low-end consumers, there are also home to serve high-end customers, pay attention to the shopping experience.

??â–  sound

?? insist on doing a simple store

??● Tian Hao, Chairman of Beijing Jiahe Jiamei Home Market Co., Ltd.

?? For the positioning of the Shili River, there have been some doubts, in fact, our positioning is branding, popularization, and specialization. What we advocate is to facilitate consumers, reduce costs, and provide quality and trustworthy products and convenient services for all consumers.

?? If we put a lot of energy into the creation of the store, the store is made magnificent, which is unfavorable to consumers. Consumers also understand that the high-end facilities and renovations will eventually be transferred to the products. Some people may feel that the Shili River is lower, but we still insist on a simple store.

?? Traffic improvement needs multi-party cooperation

??●Liu Xinli, General Manager of Beijing Meilian Tiandi Building Materials Market Co., Ltd.

?? About the traffic problem, but also because of the reputation of building materials street, there are more consumers here, more cars, there will be many problems that should not appear. In fact, our business also hopes that this road will be smoother, but it is actually a comprehensive management issue. It may not be enough to rely solely on the efforts of our merchants. Therefore, we hope that all parties can cooperate.

?? Hope that management is more standardized

??●何汕, General Manager of Colliers International Lighting Port

?? At present, Shilihe has also formed a brand, but there is a saying that "there are many birds in the forest", and it does not rule out that individual bosses and dealers are greedy and cheap, which affects everyone's reputation. Therefore, in the future, I hope that the entire street of Shilihe can be more standardized and stricter in management, and truly take the road of brand.

??The cultural taste of the extended area

??●峰立, Chairman of the Board of Art

In recent years, more and more cultural and commercial entities have appeared in Shilihe River. In addition to building materials street, there will be a high-end cultural and art consumption street with many antiques such as jade, mahogany, porcelain and purple sand. .

As an entrepreneurial autonomous organization under the guidance of the government, the Chamber of Commerce can promote the development of enterprises through the agglomeration of resources, and on the other hand can actively and effectively regulate the external behavior and internal management of enterprises. Therefore, for the future development, if you want to go up the steps, you must be different from others, and hope to continue to improve the cultural taste and grade.

Although the definition is Beijing's “Building Material Street”, Shili River is far more than building materials, including furniture, furniture, decoration, building materials and other household products, as well as engineering lighting, decorative lighting, and even antiques, pets, and green plants. Can be found here. Consumers only need to know what they want, and when they come over during business hours, they will be able to find their own baby. D05-06 version of writing / Beijing News reporter Li Ling

??[Furniture comprehensive class]

?? One-piece purchase of large pieces of furniture

The home building materials industry is a key industry in Shilihe, and among them, furniture integrated stores are also the most active. Because of the relative building materials, the furniture is updated more quickly and has a better display effect. At the same time, in order to give consumers a one-stop service experience, such stores tend to sell a small number of building materials at the same time, forming a comprehensive form of hypermarkets.

?? Home and Jiamei household goods large-scale shop: As a more comprehensive home-style store in Shilihe, home and Jiamei innovative "big-piece shop" mode, the furniture is divided into plate-type set furniture, soft furniture, office furniture, doors and windows, cabinet cabinet, interior stairs nine categories.

Comments: Subdividing large items in home renovations allows consumers to quickly identify what they want and purposefully search for products.

?? United World Building Materials City: more than 400 shops, and has 35,000 square meters of free parking. Always adhere to the "white-collar quality, the price of the people" business philosophy.

Comments: Midland is not only active in various promotional seasons, but its products have always been displayed at a price that is close to the people.

??[Building materials and accessories]

?? Building materials and accessories should have

?? Building materials accessories is the highlight of Shilihe, many consumers come to Shilihe to complain that it is very blocked, in addition to the consumers themselves drive the car, the cause of congestion, more is the daily delivery of goods here Van. In addition to some building materials that need to be installed on the doorstep for consumers, there are also some decorative materials such as mortar and cement, which are sold to various places in Beijing in the form of wholesale.

?? Baojia Building Decoration Materials Market: After 2003, it has undergone several adjustments, including the decoration materials pavilion that cooperates with the actual home.

Comments: First, the building materials home improvement market was opened inside the store, and then a series of activities such as home improvement classes, caravan propaganda, and green home improvement were launched. The Baojia building materials market has identified the direction and provided consumers with an unpopular and essential service.

?? Dayang Road Building Materials City: is the first building materials market invested by Shilihe. Building Materials City has a business area of ​​10,000 square meters and has four business halls.

?? Comments: Dayang Road Building Materials City as the oldest member of this street, is the pioneer of the Shili River, but also the watchman. All kinds of products such as sheet metal, lime, cement, etc., all have close sales prices to ordinary people, making it seem very busy.

??[Professional lighting category]

?? Market segment Professional store has characteristics

?? Professional stores gathered, this is also a major feature of the purchase of Shilihe, the reason for this feature may be due to fierce competition, investors in the choice of investment industry, doing the appropriate misplaced thinking. But in the end, it became one of the characteristics that Shilihe is different from other building materials distribution centers in Beijing. Among them, the lamps are especially obvious, not only have professional lighting market, but also different consumption levels.

?? Shilihe Lighting City: Shilihe Lighting City opened in 2000, today's operating area has reached more than 100,000 square meters, nearly 500 merchants.

?? Comments: Professional lighting city first appeared in Beijing, probably in Shilihe. As the area expands year by year, the category of lamps is becoming more and more complete, almost as long as it is related to the lamp, it can always be found here.

?? High-power international lighting port: Colliers International Lighting Port is positioned as a high-end brand lighting store, so it has been implementing a strict brand access system, but also a large number of well-known lighting brands at home and abroad.

Comments: As a rising star of Shilihe, Gaoli Lighting Port deliberately pulls high-end. Among the brands of lamps sold, foreign brands also account for about 50%.

??[Other cultures]

?? Cultural industry enhances brand image

The cultural industry is another pillar industry developed in Shilihe in recent years, including various folk culture parks, flowers and birds, and stone market. When the amount of furniture and building materials reaches a certain level and the blind expansion effect is not obvious, the proper development of the cultural industry further enhances the brand image of Shilihe.

Dafang International Tea City: Dafang International Tea City covers an area of ​​20,000 square meters, and the internal planning adopts a unified store style and an independent business model.

?? Comments: Dafang International Tea City allows Dongcheng consumers to go to Ma Liandao and find a good tea.

?? Shilihe Qishi City: covers an area of ​​30,000 square meters, construction area of ​​21,000 square meters, more than 400 booths.

Comments: With the cultural atmosphere formed by the surrounding, the collector's Taobao range has been expanded.

??Lilihe Cultural Park: It is the first cultural industry project of Beijing Shilihe Culture and Creative Co., Ltd., which opened at the end of 2012 and has a total construction area of ​​over 50,000 square meters.

Comments: Shilihe Cultural Park in the West of Shilihe Bridge, consumers who are pursuing Chinese taste and like to collect, after visiting the East Bridge, you can also go to Bridge West.

?? â–  Consumer reminder

Clear purpose

?? Although it is a commercial street of building materials, it is not a place where consumers can eat, drink, drink and shop for free. If there is no clear shopping purpose, it may not be possible to buy something to buy after visiting here for a day. Very hard. On the one hand, there are many kinds of goods, on the other hand, there are high, medium and low levels of products, so be sure to know what to buy, which grade to buy, and then go shopping, it will be a lot easier.

Time reminder

Since most of them are old-fashioned stores, most merchants' business methods and staff also retain some old traditions. For example, they open the door at 8:00 in the morning and stop operating at 5:00 in the afternoon. Therefore, office workers should try not to shop after workdays, and try to choose a weekend or a full day. (Reporter Li Ling)