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At the end of the year, the home market is not optimistic.
At the end of 2012, the real estate market has recovered slightly, but the home circulation industry, which has been lagging behind by the regulatory policies, is still in the middle of confusion. On October 15, the National Building Materials Home Furnishings Index (BHI), jointly issued by the Circulation Department of the Ministry of Commerce and the China Building Materials Circulation Association, showed that the BHI data for September was 116.58, down 4.75% year-on-year. The cumulative sales of building materials stores above designated size in China from January to September was 879.02 billion yuan, down 6.57% year-on-year. The impact on the home market in central cities and first- and second-tier cities is particularly evident. In the face of the continued downturn in the industry, Guangzhou home stores are subject to “Bianlian†and are not optimistic. In the first half of the year, although the home market is still unclear, the home-run circulation industry has not stopped expanding. On April 29th, the 120,000-square-meter Ouyada home Guangzhou Huangshi Store opened. Almost at the same time, the Oriental International Building Materials Center in the golden section of Keyun Road announced the formal foreign investment; on May 1st, Guangzhou Beitianjian Home Decoration Plaza " turned out. Together with the newly opened Red Star Macalline Tianhe Store, Space Aesthetics Museum and Panyu's Baishi Home in the urban area at the end of last year, in just one year, Guangzhou added hundreds of thousands of square meters of home stores. In the second half of 2012, with the retreat of the Red Star Macalline Pazhou store, and the quiet rise of various furniture factory wholesale cities and online home furnishing stores, Guangzhou home stores began to form a new pattern, and the opening news rarely came out. The expansion of the store has entered a period of stagnation. In this market situation, the home store may directly reduce the rent, or turn to the department store format, or transform into a factory wholesale city, have changed their minds to seek a good way to save the city. Among them, the issue of rent is particularly entangled, and some stores "unilaterally compromise", and some stores "hold the group to warm up", what is going on? Square voice: store rent reduction is king or will become a major trend In 2012, under the impact of the market cold, some home furnishing enterprises have been shut down, the sales volume of building materials stores has been declining, and the merchants entering the new market are “every dayâ€. Even the cost of rent has accounted for more than half of the total operating costs of the store. If the shopping malls can properly reduce the rent, it will help to ease the business pressure of the merchants and avoid the vacant shop stalls caused by the merchants' difficulty in renewing the rent. The tenants of the owners will suffer both losses. Under this circumstance, the rent reduction of the store has become the only way to balance the interests of the three sides of the store, the factory and the dealer. The person in charge of this good luck to the home plaza believes that the property-based home shopping mall must change the attitude of the landlord and share difficulties with the merchants. In the past two years, the good luck to the home plaza in Baiyun District has twice used the rent reduction tool to become a typical representative of the Guangzhou home store rental reduction. It is understood that as early as last May, in the case that most of the store rents were unsettled, good luck came to the home to take the initiative to launch a 30% discount, which was as low as 60% in January this year. The rent on the first floor of the shopping mall dropped to 48 yuan / square, the rent on the third floor was as low as 21 yuan / square, and no management fees were added. The rent level was much lower than other stores in the same district. Industry veterans believe that rent is the most important operating cost of merchants. Many merchants have reduced their expenses in the face of economic winter. However, if the rent of the largest part of the cost has not been adjusted, it is very difficult to tide over the difficulties. For the home store, because its essence is commercial real estate, it is undeniable that rent collection is an important means to maintain its survival. However, if the market is not optimistic, after the conflict of interest between the home store and the merchant is intensified, it must be A new balance is reached through rent adjustments. To this end, at the end of this year and in 2013, the reduction in home store rents should be a major trend in the industry. Anti-party attitude: rent reduction is not conducive to the development of the store can not save the market from the Guangzhou market, the home store initiative to reduce rent is still in the "small play" stage, for the "down rent" market weapon, some home stores said It should be used with caution. Some people in the industry believe that the unilateral compromise of home sales to implement rent reduction does not solve the substantive problems. "Leasing rent is only a short-term helpless move. In the case of market pessimism, the army will be defeated. To survive the winter, it is necessary to warm up. The store (owner), merchant (tenant), and manufacturer (supplier) support each other. Mutual understanding and mutual benefit to consumers.†Huang Zushen, director of shopping operations at Hongshuwan Furniture Expo Center, said. "As a furniture store, we are increasing the marketing and promotion efforts, and taking out some funds to benefit consumers; the factory will let the dealers in the premise of the capital preservation - our malls jointly merchants to communicate with the manufacturers; the factory let the profits, distribution The merchants lowered the profit point and directly gave the profits to our customers.†Huang Zu is very pleased with the reporter. “The way to warm up the group is not only praised by customers, but also recognized by many merchants. Before the expiration of the contract, our mall has achieved a percentage. The renewal of the hundred." Similar to the way of Hongshuwan furniture "holding the group to warm up", Guangzhou Jinhaima and Xiangjiang home transformed into a brand factory wholesale city, and directly cooperated with the brand factory and achieved good results. However, the premise of "holding the group to warm up" is that the rent will not be lowered arbitrarily because of changes in the market environment. Collecting the appropriate rent, having sufficient cash flow, supporting brand operation and marketing, the home store can achieve normal operation, otherwise it is "the clever woman is difficult to be without rice." Therefore, when the market is bleak, the rent is rashly lowered, and the marketing promotion money is used to supplement the “lack†of the market, which is not conducive to the long-term development of the stores and merchants. "To solve the current difficulties, we must rely on broadening the sales channels and becoming a 'businessman'. If the merchants simply rely on rent reduction, they will only make the business worse and worse. In the end, everyone will have no food." The “long-term long-term security†market is still promising. In general, as an important channel for the retail of household products, home stores account for a large proportion of the total retail sales of household products. However, in recent years, traditional store operations have been constrained by factors such as the current situation of sluggishness and high rents. In October of this year, the Red Star Macalline Pazhou store was demolished, and nine merchants jointly sued the relevant companies in order to recover the direct economic losses caused by the withdrawal and part of the cost of the previous investment. At this point, the withdrawal event reached its climax, but it was far from the end. According to informed sources, although the Red Star Macalline Pazhou store had significantly lowered rents in the second half of 2011, it is difficult to cover the losses caused by the downturn in the home market. Many brand dealers still can't keep up, and it is difficult to pay the rent and then withdraw. People, or simply not even the goods, the operation of the mall is unsustainable. It can be seen that the rent used to support the operation of the store is not the only decisive factor in realizing the normal operation of the store. Huang Zushen told reporters that in the past three or four years, the newly opened or rectified stores in Guangzhou have actually been more difficult to operate. “The new foreign-owned home stores are mostly unacceptable, and the rent is too expensive; some local home stores that are not enough for brand influence and have a single family have a lack of management and face various problems. Counting them, only a few The old store brands that have grown up and recognized by consumers are more moisturized. This part of the store management team is stable, all aspects of marketing are done in place, and consumers come to feel it." Some senior people believe that the home industry The downturn was firstly affected by the downturn in the property market, but the decline in consumer confidence and the plump of shopping malls have caused the damage to the home furnishing industry as much as the property market. How to save consumer confidence is a difficult problem in front of the home industry. Since the first half of 2012, the Guangzhou home furnishing market has entered a changing situation. Various furniture factory wholesale cities and online home shopping malls have emerged. The online and offline activities of the stores have been synchronized. There are indications that the market is still promising.