Since the beginning of this year, news of the outbreak of store withdrawals in various home furnishing markets has been endless, and the recent news that Xiangjiang Home Furnishing has lost the Chongqing market has once again shocked the industry. The wave of store withdrawals has occurred frequently. In addition to the introduction of relevant real estate policies, the continuous increase in operating costs in various aspects is also one of the important reasons.
After analyzing the trends of the furniture market this year, some industry experts are pessimistic about the future development of the industry. However, through investigation, we can find that although the current market development is more difficult, in fact, traditional enterprises can still find their own room for development.
Rigid demand for housing is released, there is still room for the market
The entire home furnishing industry is sluggish this year, and some insiders will point the finger at the property market regulation policies that have not been relaxed one round after another. In fact, the regulation of the property market has released rigid demand, and home furnishing enterprises still have a certain living space.
It is understood that there are two main types of consumers in the home furnishing market. One is improved housing. These consumers are mid- to high-end users; the other is young people who are buying for the first time. Most of these consumers buy small houses . Investment buyers have a greater influence on the restricted purchase policy. In recent years, real estate developers have also put emphasis on promotion to these two parts of demand, and small units have become the top priority of real estate business project development. The government's repeated property market regulation and control policies have curbed the continued rise in housing prices. Real estate investment has been cold, but it has released the demand for rigid housing, and small units have also met the needs of more consumers. When the market continues this rational purchase demand, the downstream furniture materials companies still have a certain survival space.
The overall operation of the industry is bleak, but this is related to the rapid expansion of the industry over the past few years, which has led to rapid development. The industry crisis is creating good opportunities for shuffling, so market expectations are not as pessimistic as they seem to be.
The trend of terminal diversification appears
In fact, for the home furnishing stores in the past, the operation mode was too simple is also one of the main reasons restricting its development, so that when the entire industry is facing life and death difficulties, most companies cannot survive this time because of the lack of flexible response mechanisms. Industry crisis. Some experts predict that the operation of the home store will start to fail. In fact, the traditional store operation still has its advantages. In addition, companies have long explored the model, and now the traditional operation has shown a multi-terminal trend.
The advantages of store management are still there. Although traditional store operations are constrained by factors such as the sluggish status quo and high rents, it is undeniable that they still have strong competitiveness. Furniture, as a large-size consumer goods, has a long service life, so consumers' purchases tend to be rational. The store business model has advantages in terms of services. Under the guidance of inherent consumption habits, this model is still the first choice for most consumers. This year's Golden Week, the sales performance of some stores did not decline but rose, which proves that its vitality is still there.
The store extends and enters the community. In the past two years, some furniture companies have begun to change their business ideas, from the past mode of waiting for consumers to come to the store to enter the life and set up booths in major living communities! According to a person in charge of a well-known furniture company, this way of entering the community is the first step taken by the merchants to actively communicate with consumers, from the past store-dominated to the current buyer-led The distance is closer, this model of being close to consumers directly is the ultimate way out.
Experience the museum-style operation. This year is a year of revolutionizing the e-commerce of home furnishing companies. Many home building materials companies attempt to get rid of the current industry dilemma by taking the path of e-commerce online. Debao, a well-known American building materials merchant, also reported the cooperation with JD.com after closing its physical stores in China. From this, it seems that e-commerce has become the choice of countless home furnishing companies. For the problem of localization of services that has plagued e-commerce companies, most home furnishing companies choose to adopt the O2O model, that is, online shopping and offline experience are combined to eliminate doubts about online shopping.
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