Late September, the business area is 20000 square metres of the top international household mall in operation. In just a few short years, furniture appear more and more independent stores, the scale of the constructions are getting more and more serious. Furniture enterprise jump out of stores, seek new business channel action also more frequent than in years past.
Independent store furniture style is clear
The top international home from opening a store attracted the eyes, the business situation is much attention. According to the top international household mall HanBaoGuo introduction of opening, the National Day during the two days after sales is very good, can achieve the desired goals, 3 D experience hall attracts many consumers to visit and experience.
The personage inside course of study expresses,dinning chairs the top international household mall a preliminary show independent store advantage, also let independent store and sells the relationship is more subtle.
In fact, furniture brand shop has a long history of traditional open independent, the MHF, QuMei and the most comfortable and so on enterprise from the start, insist on independent store route. For example, the MHF main American delicate household, runs its own brand products; QuMei furniture and red apple are main modern style, management brand product. These independent store mostly the style is unified, the geographical position is more convenient.
In recent years, the real estate policy of the influence of spread to the household market, many household enterprise began to actively expand new channels, with the channel multiplication ease channel cost pressure, some enterprises are committed to expand the brand influence, improve service, building brand image. These are become push furniture enterprise construction independent store one of elements.
Independent shops and stores supplement each other
The rapid development of independent store let many insiders guess whether independent store sells and form competitive. Red apple furniture WangGuFeng general manager, said independent shop is the inevitable trend of the industry, it not only can fully display the enterprise products, also can meet the needs of the consumer experience, all this is badly in need of brand enterprise.
Also has the personage inside course of study thinks, independent store is more as a display platform and channel, not for robbery and the establishment of the consumers. The vice President WangXiaoBing today adornment, said independent store is not necessarily the household industry trend, but own characteristic and make enterprise show consumers understand and accept important platform. WangXiaoBing that the independent store the most is combined with the characteristics of his own company, better let consumers feel experience, of course, also don't expel this way to bring them more profit growth point.
The chairman ChenXiaoTai argue that the top furniture, independent shops and stores don't exist direct competition relations, both positioning differ, sales of products are also different, there is no opposition, should complement each other.
How to be independent
The location, products, positioning has exquisite
The brand independent store, is independent from the traditional retail channels, including household stores outside of the stores, experience shops. It is not only a precise customer orientation also emphasize brand, not only can fully display products, but also flexible the planning of a comprehensive marketing campaign. But independent store to open and development is not easy to live.
Throughout city furniture independent store,dinning chairs it is not difficult to find that, such as top, qu mei, beautiful jade bell the MHF, super comfortable and so on independent store location is exquisite, often on the three near fourth ring road, adjacent to the business district, and the traffic is convenient. In addition, management good independent store no is not a product is rich, have product series, various kinds, complete product line. And style accurate, design is exquisite, as in high-end and high-end.
In addition, independent store another competitive advantage is that the area is large, can complete display of enterprise products, different space scene layout can feel the most intuitive to consumers.
It is not subject to channel, and can avoid sells the rent is high, the brand of vicious competition between, more have marked the brand image, can reflect the class of the brand.
Independent store said
Independent shops and the inn in inn coexist
The chairman ChenXiaoTai top furniture ChenXiaoTai: personally, I think that independent shops and the inn in inn should be coexist. After all furniture brand development to certain conditions, need more space to show his brand concept and image, and the stores could not 80% of the area of give a brand. Store won't interfere with brand marketing idea, I do not feel what the paradox.
First international home the positioning of the top mall to existing stores are not in conflict, the diversity of the top go localization way, with our own characteristics. Supermarket or mainstream sells the area is large, its business products richness than top high, we survive in difference, for example, we now main contemporary and contracted style, and high-end positioning, with many mainstream stores or distinguishing.
Second, we talk to each big market dealing with the relation between the respect is very harmonious, because position is not conflict, and we also in each big market of the inn in inn will also keep continue to operate, and is of sustainable development.
But the top companies is a manufacturing, commercial coexist body, manufacturing is the foundation, and the furniture of brand in manufacturing self at the same time, also hope to will we think of the good furniture brings us consumers, so the agency some imports furniture jewelry.
The future will continue to extend the top line, on the one hand, in order to adapt to the consumer to different category, the demand of different products, on the other hand is to open up the marketing of the second channel, for the top furniture business model transformation for preparation. We will in many furniture city to open the inn in inn, according to each big furniture city different positioning sales of different products.
In the future, top line extending unceasingly, will this mode to replicate in the country, it has become a new growth point for the top.
The statement
Independent shops can't replace stores
LiuChen, Beijing market association home secretary general float subsequently branch
In recent years become independent store some enterprise show products and services of a important way, but independent store won't replace sells the status, won't be the future development of furniture industry leading.
First of all, independent store opened on very tall to the requirement of the enterprise, the enterprise must have the abundant fund capital, complete product line, has the series is complete, category rich products, the enterprise must have high reputation, high efficiency and gathered to attract customers, and have the corresponding digestive ability. Secondly, offer independent store, interests and unexpected risks, and has the ability of independent store opened conditions not many enterprises, the traditional store model more security, more small risk.
Furthermore, in terms of the single from the market, the brand enterprise sells set many, more efficient than a single brand attract ability. In the future, independent store won't replace stores, also won't completely independent from outside stores, it should be and sells supplement each other, common development.
Furniture industry open big shop is the trend
WangGuFeng, red apples furniture general manager
A lot of different brand in the big cities, or even second city began to open independent store, I think furniture industry for a large store, independent store is a trend.
First of all, independent store is not only a sales of the terminal, it is also show enterprise products, services and brand of an important platform; Second, consumers can in the big shop on brand products, style, culture have an intuitive feel, here is an experience museum, a can let consumer experience life of channels. In addition to the unity of the independent store marketing, independent store can let brand in different markets or even the national marketing have a unified strategy.
