In 2011, there are too many stories worthy of our combing and inventory: real estate regulation continues to deepen, the home industry is affected; a home furnishing person is crying and alarming the country, the household industry's hidden rules, honest management, rational consumption become a hot topic; Brands do not count the cost of price, whether it is real profit or another plan; there are many expansions in the market, it is the brain fever, staking or the real market needs; there are many people in the industry who are closed, the future development of the industry is thought-provoking...
Control, cry, fight, expand, close, we summed up the five key words of this year's home furnishing industry in Chengdu, this may be just a word, but we believe that reading from these words seems to be able to clearly read many of the home furnishing industry this year. The story, and this, may also be instructive for the development of the home industry in the coming year.
Keyword 1: Controlling real estate regulation and affecting the home industry
“Control†is not a new keyword for the home industry in 2011, but its reference rate is absolutely the highest this year.
Some insiders have joked that the topic of the home furnishing industry this year is not in the home industry itself, but in the real estate industry. As the downstream link of the real estate industry chain, it is an indisputable fact that the home industry is affected by regulation and control, but it is only a matter of time and degree. This year's intensive regulation and control policy has made buyers' wait-and-see atmosphere very strong, and the property market has also moved toward the downward channel. This has also brought huge impact to the home furnishing industry: during the “May 1st†period, sales were not hot, “Golden September and Silver 10†fatigue was revealed, New Year's Day The market is still difficult to predict, how the home industry will develop in the future, in the minds of the industry, is still a big question mark.
Reporter's point of view: The market is fair. In 2011, some people in the home industry were worried. There is no absolute good year, and there is no absolute industry "cold winter". In a sense, regulation has more tested the company's fundamentals and adaptability, and has brought a competitive opportunity for the home industry to survive the fittest. This may be the moment when new opportunities for the industry emerge.
Keyword 2: Crying integrity should not be just a cry
In 2011, the word "Cry" knocked out all the alarms of the home industry: in the face of honesty, we can't win the real sympathy only by crying. Only by strictly observing the quality and focusing on the interests of consumers can we win the market recognition.
Da Vinci Home, a home chain store that once had many auras, was exposed by the relevant media when its practice of fraudulent and deceiving consumers was exposed. The head of the company faced a national live broadcast shot without apologizing and no rectification. Instead, I hope that I can win the public sympathy with the tears of flying, which eventually evolved into a farce for the people of the country. But what we should see is that similar dishonesty has occurred in a well-known home chain store, which is undoubtedly worthy of our vigilance.
Reporter's point of view: The market relies on credibility, not tears. Those who only think about how to make greater profits, think about how to cross the sea and deceive consumers will end up only "lifting their own feet".
Keyword 3: Unconventional competition is not desirable
Shopping malls, such as the battlefield, competition between businesses is everywhere, and consumers are happy to get benefits from it. Fighting prices, plotting lots, fighting services, and finally developing to fight for popularity and fight capital, how long can these unconventional competitions last?
A person in charge of an old-fashioned home store told reporters that a newly opened store even sent flyers to merchants in their malls to let the merchants "change objects." In fact, the person in charge experienced only the simplest of the unconventional competitions this year. For example, any manufacturer that needs 3,000 yuan to produce a sofa, from the field to Chengdu, only sells 1,000 yuan. After the store spends money to buy the sofas, it sells at a lower price. It can be said that "the more you sell, the more you lose." This kind of compensation only does not earn the way, it really makes people feel incredible.
Reporter's comment: Reasonable competition can promote the benign development of the market. Although the deviation from the conventional "shopping" can quickly build up popularity, it is not a long-term solution. It is said that "killing the enemy 1000, self-damage 800" is still rational.
Keyword 4: Expanding the race to win the game
Some people say that 2011 is the first year of Chengdu's home expansion, because in just one year, the sum of newly opened stores exceeds the total operating area of ​​Chengdu home for decades. Before the "May 1st" this year, the San Diego BOX Rubik's Cube was officially opened, which opened up the expansion frenzy of Chengdu's home furnishing store; in July, Fusen·Mei's home furniture MALL was unveiled, and the new Southland business district added new landmarks; In the first half of the month, Red Star Macalline (Weibo) Shuangnan Mall opened its doors to welcome guests; at the end of September, the first store opened in Chengdu; on the 25th of this month, the Ballyma International Kitchen and Bath Center will also be unveiled...
Reporter's point of view: Whether it is the local giant Fussen Meimei, or the foreign giant Red Star Macalline, their pace of expansion in 2011 is very fast. Whether this is what the market needs, or whether it is "hempaceous" against the market expansion, or another picture, we do not intend to comment, can only be handed over to the market to test.
Keyword 5: The closing of the market is thought-provoking
In stark contrast to the “crazy†expansion of many home furnishing giants, many stores or decorating companies had to close their doors in 2011. It triggered a big discussion about the survival of the industry.
R&F is the best in the world, a project with a lot of fate. The store is located in the Yudaiqiao furniture business circle. It is difficult to survive only half a year after its opening: the merchants are leaving the market, the rent is difficult to collect, the store is deserted, and the closing of the door is silent. In retrospect, its once-speaking rhetoric is still in the ears. Perhaps a few years later, the Mercure world can be remembered, because this project has existed for many years.
Reporter's point of view: Business adjustment is a common occurrence. But the story behind the adjustment is worth our vigilance. If you abandon the laws of the market, it will be difficult to achieve success with just one enthusiasm. Those businesses whose market positioning is ambiguous and have no core competitiveness will eventually be abandoned by the market.
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