Due to the country's control measures on real estate and the impact of the economic environment, the home market as a downstream industry is struggling, coupled with limited market share, competition is intensifying. The home stores that were once considered by the industry to be the hallmark of the industry's modernization process are in a double blow, and some well-known stores have closed in closed stores. All kinds of phenomena show that traditional stores are experiencing a cruel "big reshuffle." It is extremely urgent to get out of the current predicament and create a new situation in the home furnishing industry. Faced with the tough market environment, many home furnishing companies have “electric shock” and joined the online sales force, trying to open up new sales channels and broaden the market.

Guandian Fengbo Store seeks countermeasures

The three major drawbacks of the traditional store model: rising high rents; high management costs; numerous distribution links, resulting in high end prices of household products, forming a "serious deviation between price and value", making consumers lack of stores Trust and even lose confidence. The sales scene is “not as good as one year”, and it is not uncommon for stores to close. Last year, the US side withdrew its home, and all four stores were closed overnight. This year, the Ouyada home Hangzhou store was withdrawn. Closed store turmoil was staged throughout the country, and major hypermarkets had to actively seek countermeasures, such as group purchase promotion and launch of “one-stop” service. But how can we survive in a cold home environment and seek long-term development? In recent years, major supermarkets have been “electric shock”, which has undoubtedly become another means of expanding sales channels.

The store "electric shock" to expand marketing channels

The business of the store is sluggish, the physical home building industry is in a downturn, and the home building materials industry is characterized by regional strongness and role participation. More and more home stores test water and electricity suppliers, such as Hongxing Meikailong’s Xingyijia Mall and Jiayimei Home. Jin Haima, Jiajiajia's related e-commerce business, etc., have turned the eyes of the business. Although the winners are embarrassed, they have made progress in their vision and strategy, and have played an exemplary role in the online and offline interaction. Online promotion is also a good benefit for the home building industry, such as promoting sales performance and helping companies and products to promote their popularity.

Jimei Home, Jin Haima, Hongxing Meikailong, and the House of Reality have “shocked” and expanded sales channels. It is understood that in March this year, Red Star Macalline Online Mall officially changed its name to "Xing Yi Jia" to re-launch; in October at the e-commerce Expo held in Beijing, the home electronics mall actually online as a large-scale furniture and building materials retail tradition to enter the e-commerce Enterprises are invited to participate in this e-commerce expo, this move will inevitably change the existing pattern of the home building materials industry, triggering a new wave of "electric shock" in the traditional enterprises in the home building materials industry.

Online sales opportunities and challenges coexist

“The sales model has not changed much” is considered to be the dead spot of traditional home stores. Whether it is renting or own, there is no good market operation and management, and even the tenants’ needs and consumers’ habits cannot be met. Home stores have “electric shock”. Build your own online shopping. Insiders of Tianjin Real Home said that the online store should be integrated with the offline store, and the two should not be competitors but partners, thus forming a larger platform. The consumer environment has quietly changed, and advances in information technology have made consumers increasingly accustomed to searching the brand for word-of-mouth and online reviews when deciding to purchase. Industry experts believe that last year was the first year of the transformation of China's furniture industry channel, e-commerce has been able to develop rapidly, and the sales channel has been changed by a big market.

According to this, Cao Liyun, secretary-general of the Tianjin Household Chamber of Commerce, gave different views. “Compared with the electric shocks in the clothing, home appliances and other industries, the online sales of home furnishing companies face greater challenges. Currently, online purchasing homes are still simple and easy to stay. On the installed products, because the e-commerce channel itself still has large limitations, large-scale hard-to-install home product buyers can't experience it online.” Compared with the traditional marketing model, online sales of online sales platforms are indeed A “new way” will also be a new industry trend, but home furnishing companies are still in their infancy in terms of e-commerce, and companies should be cautious about this.

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