Market Competition Of Diversified Enterprises Upgrading To Mode Competition

With the growing maturity of the consumer market, the intensification of competition and the increasing diversification of consumer demand, the "gathering power" of the single category stores will gradually weaken, while the operating costs will increase. Moreover, the rent and pfer fees are still rising. Besides the staff salaries and operating costs, there is a big problem in the profits of the exclusive stores, and the integration of them will be more important.

It can alleviate this situation very well, open up a blue ocean for the development of enterprises, win a larger market share, and gain more room for development.

In the past two years, the words "integrated store" and "concept store" have been constantly mentioned by people in the industry and become hot topics in the industry.

Traditional stores often sell products with single products, but products in stores are more uniform. Brand integration stores can display different kinds of products and products of different brands of the brand, so that the product mix is more abundant, and the stereoscopic combination of different products can be realized. The colors are diverse and full, and the image is more prominent.

This mode can be described as a form of store extension, which further amplifies the role of franchised stores to meet the higher demand of consumers.

In a sense, it also reflects the future direction of development of the channel.

Industry perspective

Cheng Jingwei, head of Home Textile City

At the beginning of the channel, there are two main modes: exclusive stores and shopping malls.

Now it seems that there are serious drawbacks in these two channels. The franchised store mode is a waste of resources, with limited customer selection and limited ability to collect customers. With the shortage of shops resources, the operation cost of stores will be bigger and bigger.

In the mode of shopping mall counters, the overall profit level of the home textile industry is low, and it is squeezed and suppressed by other industries. It is also an embarrassing situation of "going to the sky" and affecting the sales of home textile products.

Faced with this situation, the pattern has been exploring the third way out, which is similar to Gome and Suning's large-scale one-stop professional shopping mall channel mode. This mode has convenient value for consumers, and can effectively highlight the brand image for the home textile brand, and it can integrate resources and improve sales efficiency for the terminal channel.

Roley, general agent of Chengdu home textiles, Tan Yan

I think home furnishing hall is the trend of home textile industry in the future. In the future, consumers will be more inclined to one-stop shopping, and a variety of styles of home life hall can meet their diversified needs.

Since April of last year, I started to build a home life Museum. Apart from the brand, Disney also has seven brands, such as Luo Lai Bao, Disney, Australian fashion brand Sheraton, Italy brand European love, Su Yi, Milan Philippe and British branded brand, with sales of 80%.

It has both European style and fashion style, and classic atmosphere style, which complements various styles.

At the same time, the product structure is also rich and varied, including adult bed products, towels, bath towels, children's bed products, and even fragrance products.

classic case

Beijing Yucca dream home

In April 2011, the yucca orchid dream house at the three floor of B&Q, West Fourth Ring Road, Beijing, was officially opened.

This is the first selling platform in Beijing, which is built by home textile dealers. The home hall not only attracts many home textile shops, but also attracts brands such as home accessories and articles.

As a collection of domestic textile brands, Yuci LAN dream has broken the bottleneck of home textile channels, attracting large numbers of consumers with factory stores and low prices.

In addition, it has absorbed some domestic textile brands which are sold to foreign trade and sold domestically, and has provided an equal sales platform for these brands with well-known domestic textile brands.

According to ge Kun Ming, general manager of Yuci LAN dream house, the home textile brand of Yuci LAN dream house will continue to increase with the entry of home textile brand, special and excellent product manufacturers in the future.

Ge Keming said that the core competitiveness of Yuci Lan's dream lies not only in its product price advantage, but also in its one-stop shopping platform.

The one-stop shopping of Yucca orchid dream is not only reflected in the complete range of home textiles products in the mall, but more importantly, with the opening of B&Q two floor furniture room, the curtain fabric brand is also settled at the same time, and the real significance of home textiles is formed.

"Today's market structure is constantly changing. In order to compete with stores or to get rid of the pressure from modern channels, the establishment of home textile hypermarkets is definitely a trend.

Moreover, there is a direct supply of enterprises, to a certain extent, has a price advantage.

Ge Keming said, if the electrical industry such as "Suning" and "Gome", in the home textile channel also build a complete one-stop shopping platform, for the development of home textile enterprises is definitely a big push.

The self built sales system of Yuci LAN dream has begun to take shape, but it is still moving forward.

However, it is certain that if a powerful distributor can control the channel, it will bring about the optimization and integration of the channel. The home textile industry will not rely solely on the terminal outlets such as shopping malls and supermarkets. This will open up a new way for the construction of home textile sales channels.

Tmall love bee tide outside the city home experience Museum

In March of this year, Tmall launched the project in Beijing.

From then on, the 50 thousand square meter golden section of Cheng Nan Plaza will become the place where Tmall's love bee tide home experience museum is located.

Tmall love bee tide is based on the largest B2C platform in China, Tmall, which is built on the online display and offline experience mode for home industry. It is called the O2O mode, that is, Online to Offline.

This is to cater for online consumers to create new models for furniture, building materials and other products that must be "seeing for real" and "personal contact". Through the seamless docking and integration of "online shopping", "offline experience" and "one-stop delivery service", consumers can provide consumers with price concessions, convenient orders, and thoughtful shopping experience.

According to the person in charge of Tmall, Tmall's love house outside the city is relocated from the Tmall Sihui shop in the east of Sihui bridge in Beijing. The business area of the new hall is 2 times that of the original one. Meanwhile, the business brand will also double. It will consist of 600 sample rooms and shelf display areas. Furniture and home accessories from the sample rooms will come from different businesses, which will provide consumers with more room for selection.