Under the influence of the regulation of the real estate market, the "cold winter" of the furniture industry has lasted for a long time, and "business is difficult to do" has become the consensus of many sales staff in the store. In this case, the competition in the home store has also entered a fierce stage.
And the large-scale stores such as Foshan Home Expo City are about to open, can they be digested in the bleak market situation? The industry believes that the home industry has reached the reshuffle period, the pure price war has no practical significance, and the marketing model should be Service and leisure transformation.
From this point of view, many furniture stores have begun to brew transformation. Recently, the reporter learned from the Louvre Home Furnishing Group that the group has submitted an application to become a national 4A scenic spot. If the application is successful, the Louvre Furnishing Expo Center will become the first 4A scenic spot. Store.
Status: 40% reduction in sales of furniture companies
The home furnishing industry, which is downstream of real estate, has been in a downturn for a long time under the influence of real estate regulation and control. Even the recent recovery in the property market has failed to warm up the home furnishing industry. The industry generally believes that freezing three feet is not a cold day, and it will take some time for the home industry to break the ice. Chu Fuzhan, deputy secretary-general of the Foshan Furniture Industry Association, said that according to incomplete statistics, this year's national furniture brand sales generally fell by 40% year-on-year, and Foshan's situation is slightly better.
The reporter also learned from the major furniture stores in Lecong that now the situation of "busyness" has been changed here and it seems relatively deserted. In particular, some stores that are not very prominent in geographical location and venues, even if they have been selling promotional information such as "sales" and "clearance", few people still care about it.
In the International Sofa Exhibition Hall in Shunlian Furniture City North District, many sellers are very bored. A seller of fabric sofa told reporters that the market is not good now and the competition is also big. "We are very profitable. The price is already very low. It is really difficult to do business now."
Wang Ke, president of the Guangdong Furniture Industry Association, believes that if housing prices can return to rationality in the second half of the year, it will bring benefits to the home furnishing industry. "Everyone has the desire to enjoy a better life, and the suppressed consumer demand will definitely find an export." However, for the recovery of the home furnishing industry, the industry generally believes that it will be around March next year.
Factoring: Dislocation competition has become a general consensus
Corresponding to the overall downturn and slow recovery in the home furnishing industry, the expansion of home furnishing stores is still continuing. The store on the 1st to 6th floors of the Louvre Home Furnishing Group headquarters has already opened, and Foshan International Home Expo City, which has been brewing for business, has recently signed contracts with various industry associations. Although it has not yet opened the opening time, it is disclosed that it will be opened in November. Can the market digest the entry of large-scale, large-scale home stores?
Gao Hongbin, executive deputy secretary-general of the Foshan Furniture Industry Association, said that now is the process of reshuffling the home furnishing industry. Although the overall number of stores has increased, with the development of the home furnishing industry, there is still much room for this industry .
"Because people's needs will gradually increase, from simply buying furniture to the pursuit of aesthetics, leisure and other spaces." An industry insider believes that the recovery of the home industry requires stores and manufacturers to work hard on services. Service upgrades promote industrial upgrading , "Simple price wars are no longer applicable in today's market."
However, in Lecong Furniture City, where furniture stores are the most crowded, many furniture stores have stated that there has been healthy competition here. It is understood that in this 325 aisle, there are many large-scale stores such as Shunlian, Louvre, Tuanyi, Dynasty, Red Star Macalline, etc., which have long been recognized by the outside world as a place where the clams fight. Wei Hongxing, the brand director of Louvre Home Furnishing Group, said that Lecong Furniture City ’s stores have formed a misaligned development, and they are mutually complementary in positioning, which is a relatively benign competitive structure.
Trend: Home stores are going to become 4A scenic spots
So, how did this harmony come about? The reporter learned that Lecong now covers all the product lines of high schools, low-ends, domestic and foreign in major furniture cities, and there is also a tacit understanding between furniture cities. In creating and polishing the "Lecong Furniture City" this golden signboard. For each store, it is different.
For example, Shunlian Furniture City aims to "Lecong Furniture City, starting from Shunlian", it is also the vane of international sofas; Red Star Macalline, as a national chain of home furnishing stores, is positioned in Lecong as a global furniture wholesale and circulation Mainly; and the Louvre home, which is building the headquarters building, focuses on organically combining furniture, art, creativity, and tourism.
The reporter also learned from the Louvre Group that the store has submitted an application to become a national 4A-level scenic spot. If approved, the store will become the country's first 4A-level home store.
It is understood that the requirements for becoming a national 4A-level tourist scenic spot are very high. In the shopping area, only Grandview Plaza in Guangdong Province has been approved for 4A. In this regard, Wei Hongxing said that the National Tourism Administration has a very strict definition of 4A commercial tourism scenic spots, including business, business activities, cultural exhibitions, etc., "The Louvre meets these characteristics, and we hope that we can successfully declare 4A scenic spots through us. , Driving the further development of the entire Lecong Furniture City. "
Wei Hongxing said that the combination of tourism and shopping will give consumers a more valuable experience.
"We want to create a new model of China's business tourism, organically combining tourism and shopping to provide customers with a value of 11> 2, not only shopping, but also can feel the world's mainstream home life culture." Wei Hongxing stressed , "Our current VIP month activity is to provide consumers with airport transfers, star hotels, round-trip air tickets, Nanyue cuisine and other services. I hope to provide customers with value-added and intimate home shopping trips."
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