How traditional stores adapt to the new home market

This year, the traditional home stores are facing a more severe situation. Not only will they have to face competition from e-commerce, but also the factors such as the saturation of the stores themselves and the downturn in the home market, will also bring tremendous pressure. In the future, traditional home stores will be faced with choices - shrinking, transforming, changing marketing models, competing in the 3rd and 4th markets... Which one is more suitable for the changing home market?

Looking for differentiated status In recent years, it has been a period of great expansion of traditional home stores, especially large-scale chain home stores, which are almost everywhere in the country. However, from 2013 onwards, the grand opening of once-large home furniture stores has rarely occurred. Even some of the well-known home stores that were planned to open soon have remained silent until 2014. The traditional home stores in 2013 were full of caution. And calm.

How to find and extend living space? Traditional home stores have chosen different positions and embarked on different paths. Among them, Actually Home has strengthened its own advantages and chose the positioning of “high-grade atmosphere”. The home of Fuzhou, opened in 2014, has clearly highlighted this trait. According to Wang Weiping, business manager of Fuzhou Home Furnishings, the actual home of Fuzhou after the transformation will introduce limited edition high-end furniture products and often hold high-end tasting sessions. At the same time, it will use such unique products to expand its influence and radiation range. Emphasize circle promotion. Wang Weiping said: "According to our market research, current consumer tastes and demand are continuously improving, and high-end consumer groups are gradually increasing. Domestic high-end brands have even been unable to meet the tastes and needs of some high-end people, so we must look at the global high-end market. , To provide top-tier consumers in Fuzhou with the best furniture products."

How can traditional stores adapt to the changing home market?

People in the industry believe that actually the home has taken the high-end market route. In the future market competition, the home actually stands out for this advantage and conforms to its own positioning, but it competes with powerful Tmall and other e-commerce companies. It is not irreplaceable. With the increase of high-end online shopping, the pressure on the home is still severe.

Expansion into contraction and actually different from home, the famous chain of home stores Meikailong Red Star, will be aimed at the shopping mall format. The reporter learned from the Red Star business under the Red Star Macalline that Red Star will transform some of the Red Star Macalline home stores and realize the plan to open 100 Aegean shopping malls by 2020. It is reported that 60% of the 100 Aegean shopping malls opened by Red Star Commercial will be completed through the transformation of properties such as the Red Star Macalline Home Marketplace. At present, Red Star Commerce, a subsidiary of Red Star Macalline, has developed 27 complex projects in 21 cities in China.

For reasons of large-scale entry into the commercial real estate sector, the Red Star Meikailong Group publicly emphasized that it was only an initiative of the group to “open up” new business areas. The business and home are two completely independent companies. This time it is not a strategic transformation and there will not be any plan to abandon and reduce the home plate. However, people in the industry pointed out that transforming the original Red Star Macalline home store into an Aegean shopping mall is actually a contraction of the traditional home shopping mall and transformation into an urban shopping mall.