The store is still the main channel for home consumption

As the saying goes, "ten years of trees", a tree can be piled into a forest. For the home market in the Beijing market, the past decade has been a market that is expanding and demanding; the past decade has also been a decade of intense competition, continuous integration and reshuffle. In this process, the store that constantly innovates the service and enhances the quality has survived. Consumers feel the environment with better shopping malls and thoughtful and assured service.

Home store capital expansion

From 2003 to 2013, the area of ​​Beijing's urban area has become larger and larger with the extension of the ring line. Beijing's home stores have also experienced a process from small to large, from small to large, and gradually expanded. Despite the joys and enthusiasm of several people along the way, in the past ten years, Beijing's home circulation industry has experienced an unprecedented period of rapid development. At present, more than half of the home stores seen in the market have not existed ten years ago. appear.

In 2003, there was only the North Fourth Ring store in Hongjia, and the Red Star Macalline only had the West Fourth Ring Shopping Mall. Chengwaicheng had just moved from the South Third Ring Road to the South Fourth Ring Road. Jimei Home’s largest store, Dahongmen Store, just took over... ... Nowadays, the home of Shilihe has added Shilihe Store, Yuquanying Store, Jinyuan Store, Lize Shop, etc. Red Star has also added Dongsihuan Shopping Mall, North Fourth Ring Shopping Mall, North Fifth Ring Shopping Mall, Chaoyang Road Shopping Mall, etc. . Jimei Home, Wanjia Lighting Decoration City, and Lanjingli Home have also achieved expansion in Beijing.

Innovation continues to be the main channel for home consumption

In the meantime, there was also a foreign building materials supermarket brand, B&Q, which entered China and achieved growth after successive losses. In addition, the Jimei Home Changping Water Margin Store, which opened in 2011, and the Shunyi Store, which was added in 2012, will extend the reach of the home industry circulation enterprise to the outskirts of Beijing. In the past ten years, home building materials can also be formed into a number of unique business districts, such as Shilihe Building Materials Culture Street, North Fourth Ring High-end Home Group, and Lizhuang Redwood Characteristic Area.

Accelerate integration of service innovation

The rapid expansion of the store caters to some of the demand in the consumer market, but it has increased the competition in the industry, but also attracted many doubts in the industry. Along with the rapid development of some of the stores, the Other part disappeared silently. In 2008, the Beijing store of Haomeijia Building Material Chain Supermarket closed, and in the next few years, the collapse of home stores continued.

In 2011, Lehua Meilan Dajiao Ting shop closed down; next, Home Depot exited the Chinese market; in early 2013, Oriental Home Beijing stores were closed. In 2012, the “Bafanglong” lighting city was transformed into a flower and bird market. In mid-2013, the year-long Xianghe House was renamed the new Dongjiao market, which once again triggered a discussion of market saturation.

Just like the test of the Long March to the warriors, after ten years of fighting, the home circulation industry is also undergoing rounds of integration and shuffling. Some small and medium-sized stores that lack market competitiveness and mismanagement are getting smaller and smaller, and are gradually withdrawing from the market. Large-scale stores are expanding and their market share is gradually increasing.

In this process, the innovation and promotion of services as the strength of large stores are also gradually playing a role. Such as the actual family has proposed "first pay", "delivery installation zero delay", "old-for-new", "clear price" and other service initiatives, Chengwai Chengjia Plaza several times a year of blasting marketing. With the increase in the concentration of the home circulation industry and the evolution of consumer demand, large-scale home building materials stores with more complete products, better experience and better service can better meet the needs of consumers for one-stop shopping.

â–  Expert statement

The past ten years have been the rise of the home industry

● Liu Chen, Secretary General, Beijing Market Association Home Branch

The past ten years have been the period of development of the home building materials industry, and it is also a process of transition from the development period to the maturity period. The operation of the enterprise will encounter problems or difficulties.

For example, the function of the store may have only one transaction, but now the function of the store has been greatly expanded and improved. It not only has the trading function, but also has the service function, and has the function of displaying and feeling.

From the business philosophy of the store, it has also experienced such a trajectory, that is, from the earliest operating products, to business management, business services, business integrity, operating brands, all the way to business consumption.

Why use the word "business consumption" because now is the buyer's market, consumers are "God", forcing our companies to focus on or open up your consumer base, create all possible conditions, as much as possible Take all possible measures to maximize consumer benefits.

[Corporate Voice]

Consumer functional demand shifts to value needs

● Tian Hao, Chairman and General Manager of Jiahe Jiamei Group

In the past many years, people bought houses, made home decoration, selected building materials, and selected furniture. The more important thing is the functionality. For example, the purchase of bedroom furniture is mainly for sleep, and the restaurant furniture is mainly for eating. What is now advocated is not only functional requirements, but also some higher demands and value orientations.

One of them is the consumption of culture. On a piece of furniture, such as furniture used in the past, some are some trendy furniture introduced after the reform and opening up, influenced by the West. These homes have more emphasis on function and comfort. Some of the requirements also represent Western culture to some extent. The Chinese culture is mainly reflected in the mahogany furniture. The mahogany furniture has a very long history in China. When the scale of the process is relatively mature, it is usually considered to be in the Ming Dynasty. After years of inheritance, mahogany furniture has flourished and reached a peak in recent years. The reason is that consumers are pursuing aesthetic and other values ​​in their home life.

The future of home e-commerce is convenient

●Wang Xiaokang, General Manager of Beijing Juran Home E-Commerce Co., Ltd.

In fact, China's traditional industries, in the process of developing e-commerce, have some Chinese characteristics. These characteristics were not discovered during the US inspection. In fact, the development of e-commerce is the most fundamental and convenient, that is, convenient and efficient. Because the business things are electronically realized, the circulation, sharing, summarization and dissemination of equivalent items become easier and more identifiable, thus forming the mutual industry. Association.

Real e-commerce also has relatively high requirements for services and experiences. As a mid-to-high-end store in the traditional industry, this should be the case, because consumers buy furniture and building materials, don’t take a look, sit down, not Will be easy to buy. The future of e-commerce is not to say that a product, online must be cheaper than offline, but that the price is the same whether it is online or in the store, the service is guaranteed, the protection is the same, just this The process is more convenient and efficient.

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