The furniture industry has been expanded from a dark to a bright store expansion
At the beginning of 2011, the "expanded" trend of the home furnishing industry began to change from the dark, and many industry leaders broke the fact that they were "expanded" in public; at the same time, some brands bluntly said that the market prospects are not good and they are forced to increase costs. And shrinking store size. What is the truth?
Dai Shanggang, General Manager of China Marketing Department of KRONO Flooring and Liao Honghua, General Manager of Ou Shennuo Brand Department of Korno both stated that the storefront is still increasing on the premise of no increase in sales and profit compression, and "expansion" is the truth of the industry . Chen Hui, chairman of Dongyi Risheng, also supported companies that were "expanded" on Weibo. He said: "For capable companies, the market will never be saturated. However, if manufacturers blindly follow the expansion of the store, Regardless of your actual situation, you will dilute a lot of profits. Originally, the company ’s marketing channels have been scattered. Can manufacturers still survive after being “expandedâ€? â€Previously, Chen Zhongxin, chairman of Zhongzhixin Furniture, was also open The occasion said that in 2010, it was "expanded", indicating that the home life is sad, and the throwing of this view has resonated in the industry.
Some distributors of furniture and sanitary confessed to reporters, "Now store operating costs are too high. Everyone is in debt and has worked hard to make a lot of sales, but the profits are given to decoration companies and shopping malls." This has become a common phenomenon in the building materials industry.
"The entire consumer market is shrinking, and the expansion of stores is crazy." A senior person at a well-known store said. In this regard, Liao Honghua went straight to the theme and said: "In the past we waited for customers to come to the door, but now it has become an initiative to find customers. Internet marketing and community activities are one of the means." Dai Shanggang said that the "expanded" brand is actually You can also choose to choose. Traditional sales may mainly depend on the store, but now you can build a three-dimensional marketing model by adding network marketing and opening specialty stores on the basis of store opening, and channel diversification is the long-term survival of the company. this.
A store dealer who is still in the renovation period revealed to reporters that the area of ​​the rented store has been reduced by half, and some brand stores have been renovated for several months, but only decoration is not in operation ... Many industry insiders said that some brands set up stores in the store The function of is no longer sales, just a window for brand display, and the size of the storefront does not matter.
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