"Independent big shop" blooming all over the place? Do not want to fail to see these few!

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[Editor's note] In recent years, the furniture industry has become a trend in the layout of independent large stores, which is one of the ways for the furniture industry to break through and change. The successful big store model can better promote the formation of brand awareness for consumers, so as not to rely on home stores, to control more of the retail channel dominance. However, independent large stores are not a universal industry model. Operation is not good will result in the opposite effect of consumers' fuzzy perception of the brand. Therefore, you should think rationally and be cautious before joining this battle.

This article was published in the home industry trader public account, the author is Wang Xianyong; Yiyi home editor, for industry reference.

The independent store model used to be the “patent” of the Chuanpai furniture brand. The success of the Chuanpai furniture brand was also a success of the independent store model. Whether the single-brand independent store model will become the mainstream model for the future development of China's furniture terminal retail industry has never been interrupted, and there has never been any conclusion.

However, we can see the fact that, in recent years, the “industry big brands” in the Chinese furniture industry have laid out independent big stores one after another. Perhaps we can see the trend of some industries from the big store models opened by these big names.

My judgment is that the rise of the independent big store model indicates that the “consumer brand” in the furniture industry has begun to rise.

Independent shop model pioneer

The success of the Chuanpai furniture single-brand independent store model in the third and fourth tier cities has laid a solid foundation for the development of the single-brand independent store model.

At present, the representative brands of the Guangdong, Beijing, and Zhejiang school furniture brands have begun to lay out single-brand independent stores, and even some of the brand's independent stores have an area of ​​more than 10,000 square feet, which is just like a hypermarket, such as a model.

Why in the past two years, these "industry big names" (including the big brands in the building materials industry) have laid out independent big stores one after another? Please see the following analysis.

Major brand breakthroughs change

The big brands in the industry want to control more of the dominance of the retail channels. The independent big store model is one of the ways to break through the changes.

As we all know, most of the major brands in the Chinese furniture industry rely on the development of national home chain stores and regional home chain stores. In China there is a "home store consumer brand" and not a "furniture brand consumer brand."

The reason why this phenomenon exists is that most of the big brands in the industry rely on large-scale home stores. In other words, the brand awareness of home stores is much higher than that of some major brands in the industries that are located in home stores.

The reason why the industry big brand is called the big brand of the industry is because the big brands of the industry rely on the endorsement of the nationwide chain of large home stores to increase the popularity. The industry employees know that consumers do not know. In the consumer's cognition, the brands in the nationwide chain stores such as Red Star Macalline, Moon Star, and House of Life are considered to be big brands in the industry. On the contrary, it is not considered as a big brand in the industry.

For employees in the furniture industry, the perception of big brands in the industry is relatively consistent. However, consumer recognition of the big brands in the furniture industry is multifarious. In other words, in China, the well-known consumer furniture brand has not yet emerged. Most of the big brands in the industry are kidnapped by national chain furniture sales venues.

The development of the big brands in the industry depends heavily on the development of the chain stores, in particular, Guangdong furniture and Beijing school furniture. The major brands of the industry have generally low channel development capabilities, almost no dominance, and almost no right to speak.

Relying on strategic alliances of furniture factories and chain home stores to expand the market is unable to ensure the full expansion of the market, because the good position of each store is always limited, and the position of the big brands in the industry has become increasingly fierce.

However, in recent years, as the flow of customers in large home stores has become smaller and smaller, sales channels for household products have become increasingly diversified. The big industry brands that rely solely on the development of nationwide chain stores feel that, even after they get their positions, the expectations of opening a store seem to be less and less pronounced.

Let the big brands in the industry feel that the development model based on the development of national chain stores is not sustainable. How to break through the bottleneck of current development Mastering the dominance of corporate development is a major issue for all industries.

Therefore, the independent big store model is one of the ways in which large brands of the industry grasp the market development dominance.

Is the independent shop model feasible?

In recent years, there have been a few companies that have tried the independent store model. Most companies have followed the example of Chuanpai’s independent store model and all have failed. Then why have there been many big names in the industry in recent years to imitate the independent big store model? In the end, the single-brand independent big store model is not feasible? What experience? What are the pits? What are the development trends? From which we can see what direction of development?

1: Single-brand independent big store model, forcing the industry diversified development.

The single-brand independent shop model requires that the home factory's product line must have more, or it cannot support the opening of large stores. This means that if you want to go to the big store model, you must develop more product lines to meet the requirements of independent store model area.

What if you don't have the advantage of product development, especially a furniture factory operating across the board? As you can see, such companies usually find factories or directly acquire target product factories. The foreseeable future is that the merger and reorganization of the furniture industry will become more frequent.

2: The single-square-meter output is a major challenge for single-brand independent large stores.

How to ensure a single-brand independent large store model with a high output per square meter is a big problem. The actual operation of multiple brands of independent large stores shows that with the increase in the area of ​​single-brand independent large stores, the output of the single square meter is not increased but decreased. The product mix in independent large stores is not as simple as a simple product portfolio.

Product series ratio is a necessary condition. What kind of single-brand independent stores is the best output ratio, and it needs the production companies and furniture distributors to do scientific assessment. It is not that the larger the independent large stores, the better, and the bigger, the more they have advantages.

The decline of many companies is to die on the road to product diversification. The diversified development of furniture brands will have several impacts on companies:

The first impact is that with the development of diversification of branded products, consumers' perceptions of brand categories will constantly change.

For example, a big brand in the sofa brand, along with the development of furniture styles such as panel, solid wood, European and American, and custom furniture, the original consumer's cognitive label is the sofa category. With several years of diversified development, consumers' perception of the brand is not a sofa, but it has become vague, and it is not known what the main category of the company is.

If the diversified categories of the company have not been well developed, then in the process of diversification, it will inevitably consume the basic knowledge of the brands that consumers have accumulated over the years. In other words, the company has lost sesame and lost watermelon in the development of the big store model and multi-category product development.

A well-known Chuanpai sofa brand developed several years after cross-category and found that the situation was not good. In 2018, it refocused on the main business fabric sofa. This is a typical multi-category development, and it gradually lost the consumer's brand. The cognition of the category labels operated by the company.

Gu Jia, another brand in the furniture industry, is currently taking a diversified road. Gujia technology leisure sofa is the category label of its rise and is the benchmark of the industry. Later, diversified development, the Gujia process was changed to a "Gu Jia home", in 2016, I found that many Gujia terminal store door from the "Gu family" has changed back to the "Gu family craft."

This may be the necessary trial cost for the big brands in the industry to diversify their product categories. In the future, you may see “Gujia Crafts”, Gujia Home (Independent Shop), Gujia Whole House Customization, Gujia Home Sleep Center, Gujia Home Textiles in more places. Do you know?

In terms of the diversified development model of the Gu family, I am quite optimistic about myself and the form of presentation of the terminal is also diversified. The Gu family did not open a large area of ​​independent stores, and most of the independent stores were around 1,000 square meters. The survival rate of Gujia's dealers is one of the best in the industry, and it is also the most stable. Perhaps from these phenomena, what insights can you have?

For furniture dealers, how to balance the relationship between the same-name shop-in-shop and the independent shop in a large local furniture store is a thorny issue. If the shop-in-shop and the independent shop are not opened by a distributor, it is a problem. This is also a problem that furniture manufacturers must properly solve.

Whether it is single-category focus or multi-category product development is a matter that should be considered clearly before the big brands of the industry start their independent store model.

The second is how to solve the problem of low output of single square meters?

This is an industry problem. Chuanpai furniture certain brands downstream of a number of single-brand independent store model furniture dealers from the original single-brand shop model, transformed into a multi-brand self-owned independent stores. Why is there such a situation? This is because many single-brand independent shops of the Chuanpai School have increased in size, but the output of single-square-meter meters has been declining. The profitability of dealers has not only not increased, but has also declined.

So, as a furniture brand of Guangdong school that mimics the Chuanpai model, the Beijing school furniture brand, etc., at the beginning of building a store, we should consider whether the big store model can guarantee the output of single square meters.

3: Chuanpai single-brand independent big shop model can not be simply copied.

The main battlefield of Chuanpai’s independent store model is the third- and fourth-tier cities. There are several representative brands in the industry, such as Quanyou Home and Pearl. The single-brand and independent big-store model of first and second-tier cities can be said to have no representative successful brand in the industry.

The success of the Chuanpai independent shop model in the third and fourth tier cities does not represent success in the first and second tier cities. Large brands in the first and second tier cities also need to pay more trial costs for the layout of single-brand independent stores.

4: For furniture dealers, is the single-brand independent store model not suitable for itself? Is it an opportunity or a trap?

Regarding the independent large stores themselves, I tend to be a multi-brand independent shop for furniture dealers. Regarding the success of single-brand independent big stores, I personally believe that at this stage, the odds of success of single-brand, multi-category independent stores in first- and second-tier cities are far less than their risks. Why do I make such a judgment?

First of all, from the perspective of consumers' shopping awareness, before consumers purchase furniture products, they first determine the category of their own pre-purchased furniture products, and then determine which store to buy the product, and finally it is a product category. Buy a brand of products.

For example, if a customer wants to buy European and American furniture, before they go shopping, their first choice is to find out which local store has European and American furniture (this category), and secondly to find out which store has the most European and American furniture ( The advantage of a certain category of stores is the consumer's first choice), and then determine which store to give priority to.

Secondly, the furniture industry has not yet become a well-known “consumer brand”. At this stage, consumers’ perceptions of furniture terminal retail stores are still in the stage where store category recognition is greater than brand awareness.

Based on the cognitive logic of this kind of furniture consumer and the shopping process, I think that in the current stage of the “consumer furniture brand” in the furniture industry, the category-oriented stores will come to the fore. Consumers’ recognition of professional-category franchises is increasing and they are also the preferred shopping destination for consumers. The era of large and complete large home stores relying on the scale advantages of the whole category to attract consumers has gradually drifted away. In other words, big and complete is no longer an advantage. It has become a disadvantage.

At present, consumers in the first- and second-tier cities will still go to the mainstream national home chain supermarkets and local major home stores. Why do you go? Because consumers do not have a second choice. This is also the result of a single sales channel for furniture products over the years. Most of these hypermarkets use large-scale and large-scale advantages to win market competition and attract passengers.

Single-brand independent stores and single-category independent stores give consumers the second choice, and this kind of opportunity makes it easier for consumers to choose their own satisfactory products, and it can also greatly save consumers from buying products. The time cost and effort cost.

With more and more industry big names and large furniture distributors across the country distributing single-brand independent stores and single-category multi-brand independent stores, consumers’ awareness of single-brand will become higher and higher, which means furniture. Industry "consumer brand" will appear.

Third, large home stores can no longer meet consumers' cognitive change needs, consumer experience upgrade needs, and professional service needs. Consumer demand-oriented furniture stores will surely emerge.

Because of the large and comprehensive category layout and planning of large home stores, the advantages of these single-category stores are not necessarily strong. The brand positioning, category positioning, and product grade positioning of the national chain large home stores are not based on the actual needs of local consumers, but are based on the strategic alliance relationship between factories and stores.

Blindly improving the quality of the store's decoration and product quality, the price of the product is up, but the target audience is reduced. Most of the property management of the store is only a "rental" role, which itself provides little service to consumers. The service for consumers is a small shop (most merchants are dealers) in a shop in a shop, and these shop-in-shop small businesses are difficult to do in the current big home chain store model. Strong. For the specific reason, see the previous article: Why is it difficult for furniture distributors in many cities in the same city to become bigger and stronger?

Therefore, I believe that single-category multi-brand self-operated independent stores are the preferred mode to challenge local mainstream large-scale home stores. As long as the area of ​​a certain product can be the first in the local area, let the consumers affix a kind of product to their own independent store. The largest area, the most brands, the most abundant products, and a single franchise of high, medium and low grades. Category cognitive tag. Then, this independent store has become the preferred store for local consumers of this category. This kind of independent store model, we can call the category franchise independent store model.

If a furniture dealer wants to open a single-brand multi-category independent store in a certain city, especially a second-tier city, I would like to give you a suggestion:

(1) The larger the store area is, the better, according to the needs of the local target consumers, the company’s own product series, and the output value of the unit area to determine the size of the store area, product ratio, rather than the company’s product series display all To build a shop;

(2) The odds of successful single-brand, multi-category independent stores that are not oriented toward consumer demand and how to win the competition in the local market are almost zero;

(3) If a single-brand, multi-category independent store is made into a smaller version of the Red Star Macalline, but there is no mature store marketing model, it will die badly;

(4) Even if the store image packaging, product ratio, and personnel quality are all in place, if there is no complete and mature store operation management system, the chance of success will not exceed 50%. It is advisable to do a model shop first. After the operating model and management system are mature, consider replicating.

(5) In order to achieve long-term development, it is necessary to create a unique big store model of their own brand. Copying or simply imitating the industry's big name operation mode usually results in failure. Each brand has a different gene of success. What suits you is the best.

Fourth, the single-brand independent big store is a trend of development, but the risk is very large at this stage. At the current stage, the category stores have become “spirits”.

The consumption habits and consumption trends of furniture consumers, like the development of other industries, will become more and more subdivided, and the trends of category recognition and brand awareness will become more prominent. Buy clothing to go to the clothing store; buy shoes to go to the shoe city or go to a shoe brand store; buy electronic products to the electronics city; buy tea to the tea city; buyers spin home textile franchise stores, franchise stores or brand home textile stores.

In the future, consumers buying furniture will be such a shopping habit: buy a sofa to go to a sofa shop or a single-brand independent shop; buy mahogany to a mahogany mall; buy solid wood to a solid wood hall; buy office furniture to an office furniture house; Go to European and American furniture halls; instead of buying any kind of furniture, go to the Red Star Macalline or a big home like the Red Star.

Because the brand inclusion of a certain category in a certain store is very limited, but the independent big store of a single product category is not the same. Focusing on one category, high-, medium-, and low-level target consumers have full coverage, and doing a category target consumer's business can be completely live and very moist.

If a single-brand independent big store is made into a smaller version of the Red Star Macalline, do a single-brand multi-category business, want to do more target consumers (target consumer groups with different categories of the same consumer grade and spending power) The business, but it can not allow consumers to form a strong awareness of the brand's category advantage within a certain period of time (12 months), then, such a store is difficult to have a good single square meter output. No good output means that it is difficult to make a profit.

Conclusion

The furniture industry will continue to emerge as a “consumer brand” with the rise and advancement of the industry's big brand independent store model. The actions taken by large industry brands in arranging independent large stores one after another are enough to show that the big brands in the industry are making a strategic layout for creating a consumer brand for the furniture industry, and for the subsequent industry brand reshuffle and brand awareness in the minds of consumers. Win the opportunity. It can also be said that the independent big store model is the external manifestation of the consumer cognition war among big brands in the industry.

Once the industry's big brands have solidified the consumer's perception of the brand, then the market share of furniture terminal retail is increasingly concentrated in the industry's big brands. On the contrary, in this brand awareness war, if some well-known brands in the industry do not leave a unique brand awareness in the minds of consumers, they will be marginalized or even eliminated in the subsequent market competition. .

At present, among the custom furniture categories, the brand recognition war has already begun. If you look at the airfield and the high-speed rail advertisements, you will know how fierce the cognition war between custom brands is. The position and pattern of custom furniture brands have been generally set, and the market share of the industry's big names will increase year by year. If the brand recognition battle in the finished furniture market starts, the market share of the big brands in the industry will also increase year by year, and the industry brand reshuffle will accelerate.

This article seems to be talking about the independent shop model, in fact, is a large-scale brand recognition battle started by interpreting the big shop model between the big brands in the industry. As for who can stand out in this war, it depends on the level of operation of each individual brand. So I said that the rise of the "independent big store model" indicates that the consumer brand in the furniture industry has begun to rise.

Postscript: In recent years, the “big shop” model has become increasingly popular in the home industry. Companies hope to demonstrate their own brand features and concepts through larger, more personalized stores. Of course, this is an upgrade for the brand image of an enterprise. Sign. Through observation we can find that stores have also begun to give companies the opportunity to play a "big store" advantage.

"Big Shop" into a large industry "standard"

Recently, Europa House Mall has officially opened in Tianjin. As the new storefront model of Europa, the “Great Shop” of European products covering building materials, custom furniture , soft furnishings , and electrical appliances has already appeared in more than ten cities across the country. In recent years, this "big shop" model has become the "standard" for the industry's big brands. The brands that created the independent store model, such as Qumei and Meikemeijia, also began to move toward the “big shop”.

The advantage of a large store is that it has an area of ​​thousands or even thousands of square meters. In a larger area of ​​display space, product categories can be more abundant, and creating an atmosphere will not be limited by the space size, resulting in greater limitations. Demonstration is stronger and more open in time. Many large stores are directly operated by manufacturers, so there are few intermediate links and prices are more transparent. For consumers, because of the space design, the big store can better show the overall home environment, and in the atmosphere similar to the actual living space, the intimacy brought by the store seems to be more likely to give people a warm and comfortable feeling. So analogy with real life, creating shopping desire. On the other hand, the customer orientation of big stores is more accurate. Under the premise of precision marketing, consumers also save more time.

For a brand, no matter how many product types, regardless of the distinction of style positioning, shopping experience is the final need to be presented to consumers in the big shop a key link, continuous adjustment and change is also the fundamental to the survival of large stores. In 2002, the first Meikemeijia store was opened in Tianjin. In January 2016, Meikemeijia also upgraded its flagship store in Beijing’s North Fourth Ring, introducing virtual furniture , virtual home DIY and furniture interactive experience walls, etc. Interactive technology facilities that combine technology and home art to attract consumers.

In 1997, Qumei Furniture opened the first independent store in Beijing's Xiaoyun Road and took the lead in opening the independent experience store model, becoming a trend-setting furniture store at that time. Afterwards, Qumei Home was located in Beijing's North Sanhuan Store, Datun Road Store, and North Wuhuan Store, where it began several upgrades. In August this year, the store of Qumei Xiaoyun Road was also transformed into Qumei Home Furnishing. Home + Life Hall. In the continuous changes of large stores, the current Qumei home store meets the aesthetic requirements of consumers on functions, styles, materials, and other products. On the other hand, it provides consumers with creative ideas to concretize lifestyles. The understanding of space in the United States and its understanding of the way of life is demonstrated. At the same time as consumers obtain their life inspiration, together with their understanding of the home, they will eventually work with consumers to achieve a suitable living space for them.

Home stores support brand "big shop"

It is not new that the brand is independent of the store, and it is not new. However, in recent years, the home store has begun to consciously support the brand storefront internally. In the shopping malls of the Red Star Meikailong Dongsihuan Shopping Mall, the Red Star Meikailong North Wuhuan Shopping Mall, the House of Home Furnishings North Fourth Ring Road, and the Furui Lighting Center North Wuhuan Store, you can see a brand shop across the mall. Layers, two floors, and the store entrance is open to the outside world. Such a store is not limited to a certain category of furniture or building materials, and brands such as Richland Home, Harbor House, and Hansgrohe have tried similar forms.

Open up a separate area in the mall to give a specific brand, you can show more product lines and provide more services. Unlike other storefronts listed on both sides of the store channel, the entrance door is an exhibition of furniture or building materials. This independent store in the store is more than adequate in area usage. For example, creating a “model room” in the true sense can take care of the real estate’s furnishings area and moving lines, giving consumers more experience; products are more abundant, lighting, cloth , flowers, murals, and more. Can reflect the product's positioning and style; services are more comprehensive, due to ample area, many stores within the "big shop" in the store to open up an office area or leisure area, the designer, custom service personnel to the store, and set The spacious children's play area and leisure area can be used for coffee and tea. The brand can invite consumers to carry out small-scale member activities and the functions of the store are more varied.

The store’s welcoming attitude toward this kind of “shop in the shop”. Wang Wei, vice president of Red Star Meikailong and general manager of the Beijing-Shanghai Southwest Region, said: “Because the stores allow the brands to get together, they also allow the brand to have a large store space. This gives the brand a more three-dimensional space and more features. , more autonomy, more brand display opportunities.Now the Red Star Meikailong North Fourth Ring Mall will be a large brand store along the mall around the layout, while the first and second floors, or the first floor and negative one The building opens and plans to open the first, second and third floors in the future to meet the brand's demand for flagship stores.The big stores will increase the aesthetics of the stores, such as pedestrians walking outside the mall, beautiful window arrangements, and elegant cafes. The furnishings and different features of each brand are not part of the high-end department stores such as SKP and K11."

Wang Wei revealed that the "stores in the store" within the store is not only a form of "opening the door around the store", the future Red Star McLaren will also work in the atrium, roof, roof and other places, as a showcase of branded products. Ground. “For example, doors and windows and other building materials, display effect is difficult to do the United States, we intend to make the brand's products into the sun room , and then configure the outdoor furniture , the mall's space as the Mediterranean coast, very experienced.”

Another way of coexistence between brand big stores and shopping malls is the creation of home-use agglomerations. For example, in the past few years, the Center of Home Furnishings was the center of the North Fourth Ring Store, west of the North Fourth Ring Huixin Bridge, Wanghe Bridge, and the area north of Dingcheng Road, forming a high-end consumer consumer commerce circle; Kailong East Fourth Ring Mall is the center, and on both sides of it, adjacent to the west of the Fourth Ring Road and Guangqu Road, a large storefront is also opened. The formation of home business districts provides complementary and cooperative relationships for these stores, which also proves the attractiveness of shopping malls and the development of business districts. The formation of a home business district brings popularity and precise customer flow to stores in the “circle”, and shopping malls have also become the first beneficiaries.

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