From furniture to home, this is the inevitable result of self-innovation in the home store

Since the end of May, the newspaper has launched relevant reports in three consecutive phases, showing consumers' confusion, distress and helplessness in the process of furniture consumption. It also reveals that some furniture stores in Chengdu have experienced a decline in occupancy rate, difficulties in attracting investment, and rents are difficult to collect. Even behind the phenomenon of closing the door and other phenomena. In particular, the article published in the newspaper last week, "The rough expansion of home sales has spawned industry chaos", has aroused the unanimous resonance and in-depth discussion of the industry. Many people in the industry believe that after 20 years of rapid development, Chengdu furniture stores have revealed the "old state", and need to carry out self-change and realize the real transformation from furniture to home mode.

Development track: the "flock road"

Mr. Liu used to be the marketing manager of a well-known home store in Chengdu. He later moved to Chongqing to serve as the marketing director of a large home store in Chongqing. He is familiar with the development of furniture stores in Sichuan and Chongqing. When he read the relevant reports of this newspaper on the Internet, he felt a lot. Recently, Mr. Liu accepted an exclusive interview with this reporter. From the development history, development methods and store models of Chengdu Furniture Store, he has revealed the current problems in the industry.

"Banu was insulted by the sheep seller Dentnor, so he bought a sheep and drove it into the sea. The sheep saw it, and they all started to take effect. They went to the sea and the sheep dealer Dentnor died in the rescue." Mr. Liu said that the disorderly expansion of the Chengdu furniture store is like a story in Rabelai's "Giant Biography": a sheep's throwing into the sea makes the blind sheep swarm and fall into the sea.

Mr. Liu said that in Chengdu, Bayi Furniture City and Fusen·Mei Home are undoubtedly the two most successful furniture stores. “Therefore, the success of Ba Yi and Fu Sen has been sought after by some companies, and this has finally evolved into emulation or even simple replication. But in the new market environment, as well as changes in consumer groups and consumer psychology, some stores do not have After sufficient market research, it is only a simple transplant and imitation of the model of Bayi or Fussen. Although these stores are larger in size and more foreign in name, after the changes of many external factors, this simple and extensive copying is not Will be successful."

The former has a store of 100,000 square meters, and the latter has to build 6 million square meters; the former has a home MALL, and the latter has to build an industrial park... For example, Mr. Liu said that the herd effect continues to be staged between furniture stores, and Many participants lost their basic judgment and eventually only knew that they were rushing, which laid a lot of hidden dangers for the store itself and the industry.

Survival status: many illnesses are worrying about survival

"In China's economic growth slowdown, real estate regulation continues, labor, rent and other operating costs are rising, the profit level of Chengdu furniture stores and their on-site businesses also showed a trend of slowing growth. Therefore, Chengdu The business philosophy and business model of the furniture store must constantly change with the external environment. If it is only constant, it can only be waited for the market to be eliminated." Mr. Liu analyzed.

So, what are the current symptoms of the Chengdu furniture store model? Mr. Liu believes that under the premise of continuous innovation in other business models, changes in consumer age structure and consumer psychology, Chengdu furniture stores have experienced rapid success, serious homogeneity, backward business model, low degree of organization, and weak innovation ability. Many unhealthy diseases, such as not taking consumer demand as the guide, have seriously hindered the future development of furniture stores.

Mr. Liu also emphasized that the homogenization of Chengdu furniture stores is very serious. “There are basically no differences in the products and business methods of some furniture stores, which leads consumers to choose products without starting, so they have to use price as the only choice. Furniture brands or companies, even if they are stationed in different stores, guarantee In their own interests, they have to follow the call of the store to choose to participate in discount promotions. Therefore, many store promotions have finally evolved into a 'digital game under the offer'."

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