Shopping malls become "new darlings"

According to the China Wardrobe Network, since the release of the BHI index in July, the home building materials industry seems to be covered with a layer of dark clouds. The BHI index shows that the home building materials market will usher in the off-season and the overall sales will continue to decline. At the same time, the home building materials store, which has already appeared in the "excess" state, was even worse in July. The sales of building materials and home furnishing stores in the country in July fell sharply in July. Difficulties in finding a way out, in the face of the sluggish sales of home stores, many wardrobe companies actively seek for the transformation and innovation of dealer channels, and the cooperation with home stores gradually drifted away, and turned their attention to large shopping centers, wardrobes It is a foregone conclusion that the enterprise has changed its development model.

Home store advantage no longer has drawbacks

The “excess” crisis in home stores is actually a hidden danger. The biggest advantage of the traditional home store business model is the rigorous and orderly “unified planning”: unified investment, unified placement, unified marketing and unified management, which is very effective in the initial development stage of the furniture industry, achieving the simultaneous rapid development of furniture enterprises and stores. development of. However, with the furniture industry entering a high-quality development stage, rigid unified management, strong shopping guide range, narrow sales space, and rare passenger traffic. The advantages of home stores are no longer, and the drawbacks are gradually highlighted.

The advantages of large shopping malls become a "new favorite"

In contrast, the “new joy” of the home brand – the advantage of the shopping center is more obvious, attracting home buyers to enter.

1. The shopping center has a large flow of people. A large part of the flow of people coming and going has a rich and clear household demand, and furniture companies are at least worthy of customers.

2. The freedom of shopping centers is higher. Traditional home stores have significant restrictions on storefronts, geography, marketing activities, and business hours, and shopping malls have loose restrictions on these aspects. The high degree of freedom allows furniture companies to fully carry out personalized store decoration and marketing activities, and the effective business hours are extended, greatly increasing the opportunities for interaction with customers.

3. Shopping center decoration "high on the". Compared with the traditional home store, the rent of the shopping center is obviously not cheap, but the overall decoration is adequately graded. The environmental orientation of “Gao Da” is an excellent choice for furniture companies that have the strength and want to build a first-class brand image. .

Wardrobe enterprises adapt to the situation and change the channel business model

With a large number of furniture companies entering the shopping center, the wardrobe enterprises also take the shopping center as the main battlefield for product sales. In fact, the “transfer of base” behavior of furniture enterprises reflects the necessity of the current furniture enterprises to change the development model, but this is not to appeal to all wardrobe enterprises to come to the shopping center, but to suggest that wardrobe enterprises should dare to constantly try multiple channels. Marketing.

At the same time, for the “moving tide” of the furniture industry, the wardrobe enterprises need to actively change the development model, and should also consider the brand construction needs and the company's own strength, and cannot follow the trend. The strength of the general wardrobe enterprises without the risk tolerance of large enterprises, it should be a gradual change, first stabilize the advantages of home stores and then talk about shopping centers.

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