As we all know, stores, manufacturers, dealers are the iron triangle of the home industry, however, the relationship is not so simple on the surface. In this chain, the store is the largest, and the dealer is the weakest, and it is often the object of “kidnappingâ€. Over the years, the excessive expansion of home stores has directly led to over-selling of stores, while the indirect consequences have dragged down dealers to be forced to follow the expansion of the store, and even to take a shot, the final result is nothing but harm.
Meiying Home fully launched the home of suspicion
Recently, Meiying Home has closed all its stores in the home of the family. The two brands “Hua Li Xing†and “Hua Li Jun†have completely bid farewell to the actual home, which has attracted a lot of attention in the furniture industry. The relationship has also become the object of speculation in the industry.
For the storm, the insiders repeatedly speculated that there were only two reasons. One was that Meiying’s home business was defeated, and the other was that the cooperation between Meiying Home and the Real Home collapsed. However, “Pearl Row†and “Hua Lijun†are well-known brands of mahogany furniture and have been widely praised. Recently, Meiying Home held a “bed show†in Beijing. So far, no signs of crisis have been found.
Excessive expansion of the store, "abduction" dealers
In fact, the situation of Meiying Home is not a case. In many places, some brands that have done a better job have also terminated cooperation with the store for various reasons. In the frenzied expansion of some large chain stores, the domestic first- and second-tier cities have a serious over-selling market, and the consequences of excessive expansion of the stores are extremely unfairly borne by the most cutting-edge dealers in the market.
All along, some chain brands in large stores will be asked by the store to “follow the storeâ€, that is, the chain of stores that require the company to enter the store in the country, the store rate may be as high as 80%, the big brands BS, ZZX, etc. Has been subject to such "treatment." If you are willing to "follow the store", you will be given priority in picking up the location rights in the newly opened stores, and you will lose other opportunities to enter the chain store. Even if you enter, the brand can not be placed preferentially. right. To put it bluntly, this is a common advancement and retreat with the store, and it is not good to say good or bad. This is "kidnapping."
The “kidnapping†of the store does not just exist in this way. Many dealers in the store also need to "tribute" to the top of the store from time to time to maintain "good relations". If the relationship is not good, they will be notified of the layout adjustment at any time and be transferred to the corner. Not only will they have to spend a renovation fee, business Still falling. In addition, it is forbidden for dealers to operate in a form other than the store, and it is also necessary to obstruct the dealers from opening stores in other competitors' stores in various ways.
Emerging models can't really replace traditional stores
The kidnapping of dealers and manufacturers in the store is a "shadow" that is well known in the industry. The homeowners have also risen from the original daring to the actions such as collective protests. In order to get rid of the control of the store, in recent years, capable dealers or manufacturers have started various emerging modes, such as independent stores, e-commerce, direct sales stores, community stores and so on. However, in the process of competing with traditional stores, these emerging models have gradually exposed their own shortcomings. The independent store has high operating costs, slow expansion, e-commerce lacks perfect systems and mature logistics, and direct sales stores lack their own strength. There is never one that can really replace traditional stores.
The iron triangle of stores, manufacturers and dealers seems to be three-legged. In fact, the store is more like a boss, and it is easy to control the other two parties. In the past two years, the home sales market has been cold and clear, and the dealers have suffered from multiple losses. At the same time, they began to look at the store, hoping that the store will reduce rents to tide over the difficulties. However, the store has always stayed out of the way, only to collect rent and expansion.
Nowadays, the home market is getting worse and worse, and the relationship between the store and the dealers and manufacturers is interlocking, and each other's lips and teeth are intertwined. In the short-term, the “kidnapping†dealers in the store have achieved their own interests. In the long run, they will only reduce the viscosity of the store, and the losers will still be the sellers.
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