The general manager of Daqian Home Shijiazhuang Ren Xiangju
Shijiazhuang home market enters the shuffling period
[Reporter]: In the second half of 2011, home stores, enterprises and dealers in Beijing and Shanghai have been complaining because of market performance, especially the sluggish market performance of sales terminals. What do you think of the overall performance of the Shijiazhuang home market this year? What are the regional characteristics?
[Ren Xiangju]: The overall performance of the Shijiazhuang home furnishing market this year is basically as good as that of first-tier cities such as Beijing and Shanghai. The performance in the first half of the year was not bad. From August to September, the impact of all aspects began to appear, directly in our trading volume, The transaction amount has dropped a lot. I feel that the entire home market is still relatively deserted. Due to the factors such as real estate purchase restrictions, rising raw materials and the increase in our own management costs, we deeply feel the coming of "winter".
Compared with the first-tier cities, the Shijiazhuang market still has its own characteristics. For example, there are many new buildings in Shijiazhuang, and the rigid demand is still very large. The reason is that the property market in Shijiazhuang is not as high as Beijing and Shanghai. It is relatively benign. Although it is affected by the overall impact, the transaction volume in the second half of the year has dropped more. However, in the case of Daqian Home, it has completed the sales task this year. , but the problem of a decline in growth.
[Reporter]: Is the performance of the Shijiazhuang home market normal?
[任香èŠ]: I think this is a normal phenomenon. Because the development level of Shijiazhuang cannot catch up with the first-tier cities, Shijiazhuang is in a period of rapid development due to the influence of “three years of great changeâ€, and the rigid demand is still very large. The total area of ​​home furnishing stores in Shijiazhuang has reached more than one million square meters. According to the resident population of Shijiazhuang, each person has a share of nearly 1 square meter. It is not normal for the home store to expand rapidly. However, from the perspective of industry development, this is extremely normal. It is obvious that the Shijiazhuang home market and home furnishing industry have entered the reshuffle period.
Open source and thrift to deal with the industry "winter"
[Reporter]: The store has expanded rapidly, and the passenger flow has been relatively reduced. In addition to the sales of the store, what channels does Daqian Home promote to promote sales?
[Ren Xiangju]: In comparison, the store traffic is very small, but we continue to promote the sales volume of the store through self-improvement and improvement; secondly, the stationed in the community for peer-to-peer services; and the implementation strategy with some decorative design companies alliance. For example, we have signed a strategic alliance with the industry's peak decoration and Beijing Mingyi. We will carry out brand promotion together from next year. In addition, Daqian Home is relatively high-end brand, and the price is high. The concept of sales volume cannot be viewed as furniture of other grades. Daqian Home currently has the French Versailles impression and the American Osage Blue two series of focus decoration home network, we talked about the successful completion of this year's sales tasks, but also because the Daqian household products are completely green and environmentally friendly, many high-end people have high requirements for health and environmental protection. For example, we have retained 80% of hand-carved, the main material is North American cherry wood, etc., including our services, which make consumers feel very satisfied.
[Reporter]: On the one hand, the market is deserted, on the one hand, the cost increases, the profits are diluted, and the pressure is not small. How to decompress?
[Ren Xiangju]: The increase in raw material prices, store rents and labor costs has led to a sharp drop in the profit output of single products. When it comes to how to decompress, the home industry has to do it on its own. What we can do is to “slim down†our old management system under the premise of ensuring the quality of products and services, save the province, and at the same time do enough services to increase brand added value.
[Reporter]: The arrival of Hongxing Fangbei Shopping Mall can be described as a big event in the 2011 Shijiazhuang home market. How has this affected the Shijiazhuang home market?
[Ren Xiangju]: The arrival of Red Star Meikailong Fangbei Shopping Mall is an overall upgrade for Shijiazhuang Home Furnishings, because most brands of Hongxing Fangbei Shopping Mall are relatively high-end. Daqian Home is also stationed in Shijiazhuang with the Red Star Fangbei Shopping Mall. We are in line with the Red Star Fangbei Shopping Mall and accept the business philosophy of its national chain store. In general, the first is the promotion of brands and services; the second is to provide a good shopping environment for consumers in Shijiazhuang. As a merchant of Red Star Fangbei Shopping Mall, Daqian Home has a deep understanding, so we have been following the rhythm of Red Star Fangbei Shopping Mall.
[Reporter]: What do you think are the future development prospects of emerging home marketing channels (such as independent stores and e-commerce)? What impact will it have on the traditional home marketing model?
[Ren Xiangju]: I personally think that there is a certain risk in the independent store in Shijiazhuang. As I just said, the brand needs to take advantage of it. It needs to enter the store or be around the store. The brand operation, brand promotion, and rare passenger traffic of independent stores are more difficult to do. E-commerce is a marketing channel that we are currently considering. However, furniture is relatively a large-scale product map, involving logistics, after-sales installation and other issues, so in what form to conduct e-commerce we are also exploring. For example, how to integrate into a network platform like Sohu Home may not be mature yet, but we cannot deny that we will develop e-commerce in the future.
I think that emerging channels will still have a certain impact and impact on traditional marketing channels.
Rooftop Turf,Artificial Turf On Roof,Green Fake Grass Rooftop,Artificial Roof Grass
Changshu Keyuan Eco-friendly New Materials Co.,Ltd , https://www1.ailiqingky.com