Big waves wash sand, see who is the real hero.
This year's hardship is the knowledge that family members have already reached, but how tough it is is, for stores, it is two worlds of ice and fire: there are recruits who share the Beijing market, strong people who continue to expand and domineering, stores with diversified business formats that are transformed, and others who are struggling ... But what can be done is that on the basis of vigorously promoting sales and improving services, consumers are the ultimate beneficiaries, and the store pattern.
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The competition for stores is becoming more and more fierce.
Compared with the wrestling in previous years, this year's major supermarkets have their own characteristics and unique tricks to attract consumers while desperately promoting fierce competition. Easyhome, Blue Home and Jimei Home have invested a lot of money to promote the trade-in of furniture, which not only subsidizes consumers, but also promises to solve the problem of dealing with old furniture and take the initiative to show good to consumers. In addition to stimulating the improvement of demand, this move can also establish the image of a public welfare and environmental protection responsible enterprise, which can be described as killing two birds with one stone.
Outside the city, "explosive marketing" is held almost every two months, and consumers are directly impressed by the price by giving gifts; Oriental home Home Plaza adheres to the style of promotion and profit-making, and directly reduces the price and gives gifts; Red Star Macalline combined with its fashion image also played a price game with the help of the Internet, and the price comparison action set off a sales climax. ...
In addition, the service systems of major supermarkets have been upgraded again. Incredibly, the home is clearly marked, Jimei home is clearly discounted, and Red Star Macalline is pushing home shopping guides ... price concessions and service upgrades. "Consumers are the ultimate beneficiaries."
E-commerce is still a mirror.
Although there is no conflict between stores and e-commerce channels, when the tide of e-commerce surges, in addition to the efforts of physical stores, major stores dare not take e-commerce channels lightly, and impatient people have begun to try.
Jimei announced its cooperation with Sina Home at the beginning of the year, taking the lead in opening an e-commerce experience hall; Outside the city, sincerely absorb the tide of Tmall love bees and become the lessor of the e-commerce experience hall; Although the blue online mall has been in operation for a long time, it faces more investment from non-entity businesses. Even Red Star Macalline, another team in Che Jianxin, and Hongmei Mall, a professional home online store, quietly started trial operation. Actually, the home has also made many contacts with the e-commerce team, and there is still no further news.
Some people in the store told reporters that in the long run, e-commerce is the future development trend; From now on, e-commerce has indeed diverted some customers. Many stores attach importance to e-commerce, which is not only active exploration, but also forced to "fight". But for now, e-commerce in supermarkets is not an "electric shock" in the traditional sense, but more of a groping component. They don't want to fall behind, fearing that they will pay a huge price and lose their money, or they will be easily picked by others. The electric shock in the supermarket is mainly contact, study and try. If it really turns into purchasing power, it still belongs to a "mirror flower and water moon" at this stage.
Only characteristic management can prevail.
Although the tight situation is recognized by the industry, some people even say that "the competition is fiercest now" and "the leftover is king", but judging from the existing performance of major supermarkets, more people think that characteristic management can make them invincible in the competition, while the pattern of Beijing stores will not change much, just a matter of strength.
Specifically, the characteristics and brand appeal gradually formed by major brand stores in years of development have become more and more obvious in recent years: Easyhouse's services have been recognized by the industry; The lighting of time-honored shops has already left a unique position of "good quality and low price, mass consumption" in consumers' minds ... Some insiders believe that unique positioning and characteristic management add points to stores, while some homogeneous shops are worried about survival.
Liu Chen, secretary-general of the Home Branch of Beijing Market Association, once said that the market demand for products, services, brands, social responsibilities, soft power construction and R&D of enterprises has gradually increased, and consumers who have experienced purchase restrictions have stricter requirements for the quality of home services and pay more attention to things other than prices, which have put forward higher requirements for brands. "This is a challenge and an opportunity." This transformation will definitely accelerate the normal development of the store industry.
market
Shopping malls fight each other.
In order to grab the market and passenger flow this year, major supermarkets have to make every effort to maintain a certain market share. Compared with the previous simple promotion, the stores have obviously found a unique routine that suits them. Some develop their own software, and some play cultural cards. Fortunately, they have basically hit the pulse of consumers and caused waves in the dull market.
20 1 1 The furniture that started in September has become the main theme of Incredible House, 20 12. Since the beginning of the year, Easyhome has continuously expanded the warehouses and venues of old furniture and improved the recycling process of old furniture. On the other hand, the introduction of "clearly marked price" is not only to rectify the bad habits of the industry, but also to clear more operational obstacles for the trade-in of furniture. The one-month version of the pilot activity launched by the Beijing Municipal Commission of Commerce also draws on the model of "Real Home" to a great extent, which is also the recognition of the old home to the new home to some extent. According to the news of Easyhome, as of mid-June, 1 1, Easyhome's furniture has been "trade-in" for more than 60,000 pieces, with a turnover of over 800 million yuan.
In addition to promoting Beijing's trade-in business and continuing to improve its services, the expansion of Easyhome has not stopped. The reporter learned that at present, Easyhome has opened 63 stores, compared with 45 in June 5438+February last year. In addition, more than 30 stores have successfully signed contracts. In Beijing, the incredible house has not been idle, and Shunyi Store has successfully opened and officially entered the suburban market.
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When carrying out the trade-in, Easyhome once again showed its "down-to-earth" service characteristics. When some stores only use it as a promotional gimmick, the Real Home has repeatedly increased its investment in the disposal of old furniture, and really explored how to recycle old furniture and truly implement the service. People have to admire Easyhome's super service concept and strong promotion ability.
As for the news of national expansion, it is even more surprising. When the industry is shrinking and gloomy, it is actually opening faster every year, which seems to be unaffected at all, and truly realizes the bottom layout.
Hongxing meiguang shopping mall
Fashion culture is deeply rooted in people's hearts.
After successfully shaping the "fashion" image, the cultural charm of Red Star Macalline has become stronger this year. The original design museum settled in the East Fifth Ring Store, successfully participated in Beijing Design Week and adopted giant pandas, which not only made Red Star Macalline more fashionable, but also gave it the aura of corporate social responsibility. In addition, around the actual needs of consumers, Red Star Macalline has also become more close to the people, and the price comparison activities jointly carried out with the Internet have won the hearts of young netizens; Even online shopping for the double "1 1" of the carnival, Red Star Macalline also joined in the excitement and burned the war to the physical store.
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Careful observation of the action of Red Star Macalline always seems to be playing something different from other stores. The same is service and sales. Red Star Macalline can always give more interesting things, and people have to admire its powerful marketing ability and brand cohesion besides strength. And this is not one of the characteristics of the store?
Outside the city
Blasting marketing, e-commerce as a wedding dress
If we have to use one word to represent the sincerity outside the city, it is estimated to be "blasting marketing". Since April this year, we have tasted the sweetness of blasting marketing, and the outer city will hold a large-scale blasting marketing activity almost every two months. Golden egg smashing, lottery and other activities are very colorful. According to reports, every blasting effect is not bad, and people come and go every time. This move not only achieved relatively good sales performance in the off-season, but also boosted the confidence of salesmen and merchants, making marketing activities that were not initiated outside the city seem to be synonymous with outside the city. In addition to blasting marketing, Chengwai also did a very fashionable thing. In cooperation with Tmall Love Bee Tide, the E-commerce Experience Hall settled in and became the second store to jointly operate e-commerce.
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Every blasting marketing outside the city is at least huge. Blasting marketing was not optimistic in the industry at first, but the perseverance outside the city not only corrected the name, but also put a new label on itself. In fact, this year's blasting marketing is not only in Kevin·Z, but also in Kevin·Z. Aside from the sales data that may be controversial, this behavior should be successful in itself.
When it comes to e-commerce, everyone's idea is to use e-commerce to achieve sales, but Liu Changhe jumped out of this trap. On the surface, Tmall cooperates with the outer city, but in fact it is just a merchant outside the city, bringing new passengers to the outer city through online channels. In this way, e-commerce not only provides learning opportunities for the outer cities, but also makes wedding dresses for the outer cities, which is not ingenious.
Jimei's home diversification is going through to the end.
The diversification strategy established by Jimei Home last year was more thoroughly implemented on 20 12. In May, Wan Jiacheng Store was resolutely demolished, and in July, Tianjin Building Materials Museum was demolished. Shuitundian Building Materials Museum has also been adjusted, and Dahongmen Store has added many formats, such as e-commerce experience museum, liquor supermarket, hotel, leather city, electrical city and hospital. Jimei Home is not only a traditional home store, but also a home store.
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Jimei made a lot of moves on 20 12, and its return attracted people's attention, but it was also controversial. When some people think that this is the failure of the home store, Zhao Jianguo disagrees. He positioned Jimei as a commercial real estate. "Through the mode of commercial real estate, I can not only protect the form of existing home stores, but also get returns." Jimei in the new era is emitting new youthful vitality.
Jinsheng home furnishing
Can the dream of going to Beijing for many years come true?
On April 28th, Guomen 1 made its first public appearance. This project, jointly created by Jinsheng Home Furnishing Group and Shunxin Agriculture (000860, Share Bar), takes the slogan of "buy the world and sell it" and hopes to be successful in Beijing through the new mode of centralized procurement and headquarters base. What is more noteworthy is that this is the third time that Jinsheng Home has made efforts to enter Beijing. Guomen 1, which is expected to open at the end of the year, gradually disappeared from public view after the building materials investment promotion meeting in June, and was replaced by various rumors such as the resignation of the boss and poor investment promotion. However, the reporter recently learned that the investment manager has not left his post, the project has completed investment promotion, and the brand screening work is currently underway, and the site renovation project will be completed next year.
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After years of continuous efforts in Beijing, Jinsheng's desire to enter Beijing is evident. Although the regional location and business model of Guomen 1 have been criticized repeatedly, Jinsheng Group's determination and confidence are even better than before. Judging from the rumors that have been raging, Jinsheng will only do more than expected.
Jiayun platform has become a business promoter
On August 6th, Blue Cloud Platform was officially launched, which is a household product management software with independent intellectual property rights independently developed by Blue Family. The cloud platform can not only manage the goods sold clearly, but also manage the brand, material, model, price, quality, promotion, information collection, statistical analysis and a series of work in a unified, comprehensive and standardized manner according to the marketing objectives of enterprises, and can also provide multi-store remote management for manufacturers.
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The Blue Whale Li Jiayun platform has brought the management level of the store to a new level, and also made it at the forefront in the trade-in activities. While the enterprises in the eyes of the public are making a big fuss outside, the Blue Family is looking inward, standardizing their own management and improving their services, and the satisfaction of consumers and the recognition of businesses are also improving. At this time of austerity, these two points seem to be enough.
Xianghe Building features a new army with bright colors.
After nearly a year of preparation, Xianghe House finally appeared in Beijing market with a brand-new business model. Since its opening half a year ago, Xianghe House has been operating in a low-key manner, but it has also won the market with its unique management mode and differentiated products. It is understood that at the end of this month, Xianghe House will open another 2000-square-meter outlet furniture sale to sell furniture scraps or special furniture products to meet the needs of some consumers.
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Xianghe House is not only a new force in stores, but also a unique model in Beijing. Although many people in the industry are not optimistic, as a new force born against the market, Xianghe House is alive and seems to be living well. At this time, the tense situation is actually a good opportunity and opportunity for them to find and solve the growing problems. When you are born in difficult times, you don't have to worry about its performance after the opportunity turns better.