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Beijing Store "Freshmen" Initial Examination Results Are High Or Low.

2014/5/23 19:05:00 33

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during the May 1 year this year, many new stores opened up to make the home market more competitive.

The layout of the new store has been nearly a month. However, not every store is going smoothly. Even in the May 1 season, the new store also appears "cold and hot".

expert analysis shows that the layout of the suburbs will be the trend of the development of large household stores in the future. Compared with that, the new face of the household will enter the mature Beijing market.

in Beijing, such a mature market, the layout of the new store is the future trend of the suburbs.

Beijing's regional development is quite different. Compared with the mature high-end stores in the city, the Fifth Ring Road is still dominated by the lower end building materials market.

new market "heterogeneous" /p >

P has just passed, and the Dragon Boat Festival is approaching. Many home businesses have begun preparations for the Dragon Boat Festival Promotion, and the home market once again presents a lively scene.

this year's May 1, there are many new faces in Beijing market, Jimei home Lugou Bridge store, incredibly home Daxing shop, Liang Wu Lighting City North five ring store, Jetion de billion home Square......

The new opening of large brand chain stores and the re appearance of building materials and home markets make the competition in the home market more intense.

Most of these stores are located on the outskirts of the city. In addition to the beautiful house lights, the North five ring store is located in the northern part of the city. Most other layout of Nancheng is intended to expand the blue sea under the heavy encirclement of the city store.

according to the reporter, under the influence of the May 1 peak season, many new stores have seen the situation of "buying and selling flourishing".

According to Yin Yuxin, general manager of Jetion de billion home Plaza, "Jetion day" on the three day, Jetion Deyi has a better passenger flow and sales of nearly ten million yuan; Jimei home vice president Shen Yaojun told reporters that sales of Jimei's home during the May 1 period increased by 20% compared with the same period last year.

He said: "the increase in sales comes mainly from the opening of new stores, and the sales volume of the remaining four stores increased by 2.5% compared to last year.

but in contrast, the opening of Wanxing international home Square near Yuquanying bridge is "quiet".

Wanxing international home is located in Yuquanying building materials home business circle, near Sanhuan and metro line ten. Its geographical location and business circle have an advantage. However, many industry insiders say that the mall has not heard of it, or even knows that it has opened.

, as a "freshman" who has almost entered the market at the same time, the score has already been enlarged in the first examination.

performance is dismal, customers are sporadic /p >

May 15th, the reporter visited Wanxing international home Square, and the customers in the store were scattered.

Over four buildings, journalists met fewer than ten consumers.

A floor booth staff member of the building materials department told reporters: "today, three customers are coming, but they are friends or manufacturers. You are the first to buy the floor."

When reporters questioned why there were no customers in the store, the other side said, "it is also very grieving".

He said, "there is hardly any promotion in stores, and nobody comes in a day. Business is particularly difficult."

then, the reporter asked the furniture brand management situation in the furniture hall in the name of the businessman.

The other side heard the intention to enter, and advised journalists not to enter.

He said: "the shop opened here was introduced by friends, and at that time, the store gave a large advertising position and tried to come in.

But since its opening in April 27th, it has been selling badly. It only sold 40 thousand -5 yuan a month.

In May this year, I also settled in the Lugou Bridge store in Jimei, where sales performance is at least two times that of this place, and it is estimated that the performance will be good enough to raise for some time.

difference management or < a href= "http://www.91se91.com/news/index_c.asp > > investment < /a > bad" /p >

reporter found that the brand name of Wanxing international is relatively weak, especially in the furniture Hall of A and B, except for strong, Sui Bao, Jing Lan and other brands, other brands are not common in hypermarkets.

perhaps the opening hours are rather hasty, and some stalls are being renovated in the furniture department. Some of the exhibits have not yet been completely settled, and the whole looks more open.

From the brand shopping guide, the furniture hall still has some booth brand names blank, not yet rented.

Even the brands that have already been settled are mostly busy with decorating.

Feng Wan, general manager of Wanxing international home Plaza, said in an interview that Wanxing's home will be positioned in the training center of the "mid end furniture brand", so that the middle end brand will gradually move towards high-end brands. In addition, Beijing will become the "bridgehead" of foreign brands entering the p market.

He said that many brands are doing very well in the field, but the time for entering Beijing is relatively late, and Wanxing home Square will provide space for this.

facing the "Tucao" of "low promotion and no personality" of merchants, Ji Fengquan said: "the positioning of shopping malls and the actual display effect of investment brands need to be run in. The management in this area will be improved day by day, and I believe it will achieve better results in the future."

traffic inconvenience, layout is not smooth. /p >

although located in the mature Yuquanying business circle, closely adjacent to the South Third Ring Road, but according to industry analysis, Wanxing international furniture hardware facilities are not as good as imagined.

> a href= "http://www.91se91.com/news/index_c.asp" > Shen Yao Jun /a > once said: "it is not a wise choice to open a home store in the city, especially within the Fourth Ring Road.

Where is there a new house within the Fourth Ring Road? Consumers living outside the five ring road are unlikely to drive to the city to buy furniture and building materials, and there is no problem of the first passenger volume when there is no supply of new peripheral panels.

P, an insider who declined to be named, said Wanxing's home location is not perfect.

From the map, Wanxing international home is closer to Yuquanying bridge, but in fact, it is located on the west side of Yuquanying bridge. It is located on the outer side of the South Third Ring Road. If driving and driving is more convenient in addition to its direction from the west side, it will need to bypass the lower bridge from the complex Yuquanying bridge from the three directions of the north, the East and the south, and turn from the Wanliu bridge on the west side.

Meanwhile, Wan Liu bridge also carries the demand of vehicle turning in two directions.

From a traffic point of view, Wanxing international location is not convenient.

people in the industry say: "consumers who buy furniture and building materials are driven by at least 70% of them. Such traffic condition will force the store location into a dead corner, which will definitely affect the passenger flow.

This location is not suitable for commercial retail stores, let alone home shopping.

from the perspective of the internal structure of the store, small area and poor layout also have an impact on its traffic volume.

An industry insider who once visited the store told reporters: "although the whole shopping area is large, it is known as 80 thousand square meters, but there are four buildings and 4 floors of each building. The actual business area of each floor is only about 3000 square meters.

Plus the channel is not smooth, winding, so many businesses lost, consumers experience is not good, maybe 100 people a day's traffic is not. "

newly opened stores are hot and cold,

Wang Ningning, manager of management department, "P" > a href= "http://www.91se91.com/news/index_c.asp", said: "in Beijing, such a mature market, the layout of the new store is the future trend of the suburbs.

Beijing's regional development is quite different. Compared with the mature high-end stores in the city, the Fifth Ring Road is still dominated by the lower end building materials market.

With the opening of Changping, Daxing, Fangshan and other regions, the demand for home consumption is increasing. Relying on the new shopping districts such as department stores, restaurants, etc., the household consumption in these areas has great potential and is also the target of many enterprises.

For example, new shops opened during May 1 this year have chosen this location without exception. "

Compared with P, Wanxing international business is somewhat out of place in the vicinity of Yuquanying bridge.

Wanxing itself "new home" appearance, its own resources integration ability has also been questioned.

industry insiders analysis: "single store is more difficult to operate than chain brand new store. Compared with other stores with many years of support from home enterprises and years of brand reputation and popularity building, Wanxing can only absorb small brands and foreign brands that are unable to enter large stores.

An unknown store leads a group of unknown brands into the Beijing market, and it will take time for consumers to accept it.