2012 home bathroom dealers face difficult problem analysis

In 2011, the home market has been in a “severe cold period”, the market is sluggish, and the difficulties of home stores and manufacturers are obvious to all. Then, what kind of situation is the dealers and agent groups that are not often concerned? Previously, the authors of Sohu Home discovered through investigations and visits that many dealers have issued the voice of “sorrowful days” and obviously feel the “cold winter”. Survival pressure, then what is the situation of dealers? The market downturn, high channel costs, pressure from manufacturers and the impact of new channels have cast a shadow over the dealers' year.

NO.1: Demand shrinks, market downturn, sales performance is worrying

In 2011, the real estate regulation and control policy was introduced in turn. “Restricted purchase” and “limited loan” pushed the market to a low point. The furniture and building materials industry in the downstream of real estate also failed to “get alone” and was involved in a depressed market environment. In response to the scarcity of passenger flow in the market, some dealers issued a "difficult day" voice. Some insiders pointed out that real estate regulation and control policies have led to a sharp contraction in consumer demand, and dealers have fallen into a “mire” of survival, and their situation is worrying.

“In 2011, a new round of regulation and control of the property market was introduced, which made the already serious situation of the home furnish industry more confusing. Real estate regulation will reduce the volume of housing transactions, resulting in a sluggish demand in the home market.” Beijing Garcia Tile Leader Wang Zhenliang told the author. It is understood that there are relatively few new developments in the Beijing Fourth Ring Road. The source of the renovation is now the real estate developers in 2009 and 2010. The second-time housing or the second-time renovation of the old house accounts for a large part. Purchasing power is very low. With the reduction of incremental housing, the coldness of the home building materials market has become inevitable.

The market's indifference is directly reflected in the market traffic. “The average number of consumers who enter the store every day is very good. Even on weekends, the daily traffic is about 20 to 30 people.” A well-known brand in Beijing, the general distributor said frankly. "The strong real estate control policy introduced by the state has a serious impact on the property market. To some extent, it has suppressed some of the just-needed demand, which undoubtedly aggravated the consumption wait-and-see mood." In this regard, Bai Xiaoxiang Beijing dealer Shen Xiaoxiang agreed, and pointed out that the current adoption The monthly turnover of the retail channel has dropped to less than 100,000.

Since the beginning of this year, the author has also found that passenger traffic has dropped significantly compared with previous years. Even during the “May 1st” and “Eleventh” Golden Weeks, the situation of grinding shoulders has disappeared. Some dealers even said that "sometimes no one walked into the store all day," the phenomenon of withdrawal and layoffs was everywhere. According to industry insiders, at present, more than 80% of dealers operate at a loss. The limited market digestibility has brought tremendous pressure on dealers' sales this year. The market situation of oversupply has made the survival of dealers difficult.

NO.2: Home store expansion, fast rent, high dealers, "can't eat"

In the case of a bad situation, channel costs are still strong. During the visit, the author found that the dealers felt that the most helpless was the high rent of the store. In the market's cold, Tianlong Babu, the rent problem has become more and more apparent. Many media have reported that the profit of home building materials products is more than three layers allocated to the store rent, which is also a big burden for dealers with poor performance. Some dealers have given the author an account, except for rent, electricity, water, property management, and labor. In the first ten months of this year, only the only October is profitable, and other months are at a loss. .

The high rent of the store allowed the dealers to express their feelings. "In the previous stage, the well-known domestic home stores invited us to settle at a price of 280 yuan per square meter per month. I was decisively rejected." A famous well in the Shilihe Dragon Ceramics Base The brand dealer told the author that in recent years, the rent of the store can be described as rising. Taking a famous domestic store as an example, from 2007 to now, the rent of the same place has risen from 300 yuan to 450 yuan per square meter per month, an increase of 50%. Under the tide of "rising", Ronaldinho chose to operate conservatively and no longer enter the store.

On the other hand, with the sharp decline in market demand and fiercer competition, the expansion of home stores has not slowed down. The author was informed that the infinite expansion and support of the store has become an important factor in the dealer's “difficult days”. Regardless of follow-up or follow-up, for dealers, profits are largely diluted. Yin Yuxin, deputy general manager of Oriental Home Furnishing Plaza, told the author that the more the market opened up, the more the market diverted, the market downturn led to sluggish spending power, and few stores would like the Oriental Homeland to come up with “full 3000 back to 1000” to support dealers. Engage in promotions and activities.

In fact, the expansion of the store is not a superficial scenery. With the intensification of the phenomenon of withdrawal, the air-rent rate has soared. Many dealers have said that the well-known stores that have always been high-profile have begun to throw their own olive branches, but they are forced tough. In the situation, many dealers chose to refuse like Ronaldinho.

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