In the Hangzhou home industry where the crowds are competing, the 2009 Golden Nine and Silver Ten battles are the "hard battles" that are in the battle. As of yesterday, according to incomplete statistics, including New Age Home, Tianyi Home, Jiahao Jiaju Decoration, Sixth Space (view map), Metropolis, East China Furniture, Peace Furniture, Tongtai Yijia, Xinyue Dongfang, Almost all new and old mainstream building materials and furniture stores, including Oriental Furniture, Hongfeng Home, Jiangnan Home, Hongxing Meikailong (see map), and Ouada, have already or will soon join the unprecedented promotion of this bayonet. Big battle. The two-month battle will be a practical test of survival wisdom for every market. The big waves of sand, who can finally be proud of the river in the year of the dilemma of 2009, is now too early to predict. Recently, however, reporters have also found that some home furnishing markets have begun to gradually get rid of the lack of good price wars and actively "breakthrough" through various innovative marketing. The one-stop full-shopping market of compound operation is strong, whether it is the “Fun furniture and building materials purchasing festival†in mid-August, or the third season of “You decorate my money†that started last weekend, and the close fight with competitors in the second half of the year. In the new era, the home life square wins both the flow rate and the order rate. what is the reason? The reporter interviewed several consumers randomly and the answers were strikingly similar: because one-stop shopping is worry-free and labor-saving. At present, in the new era after upgrading and product structure adjustment, the diversified composite business format has begun to show signs: the market has not only opened up new imported bathroom special halls, expanded the wardrobe and sliding door areas, and re-planned the fourth floor furniture hall. Each floor of the square has also added rest and leisure areas, and introduced a central integrated electrical appliance hall. The door is also equipped with a “Shunwangji†Chinese fast food chain. It is understood that the pace of compound operations in the new era in the second half of the year will continue to accelerate. At the southeast side of the first phase of the Grand Plaza, the 40,000 square meters economic building materials hall has entered the investment stage, and the southwest side of the Grand Plaza, the 40,000 square meters boutique furniture store opposite the Red Star Meikailong Gudun store will also start investment this year. . The smooth investment and use of the two major districts will further enrich the brand and product structure of the one-stop service in the new era, and it will be more like a stretched "right arm", which will help the new era to clamp down on competitors. Comments: Diversified composite format is the most advanced commercial real estate model in Europe and the United States, and the future development direction of many home furnishing markets in Hangzhou. The reporter once conducted a small survey on the network during the renovation period. How many markets did you visit? Most of the respondents were suffering from the purchase of building materials and furniture products in various markets. In addition to price, consumers value the market's consumption environment and consumption convenience. It can be seen that the one-stop integrated home shopping mall with reasonable pricing, complete products, comfortable environment and rich support is undoubtedly a huge market appeal. It is understood that in addition to the New Age Home Life Plaza, the current Metropolitan flagship project of the Sixth Space Group, the second phase of Hongfeng Home City, and the large-scale home projects such as Red Star Macalline Jinmao are moving towards compound operation. The direction is planned. The launch of these home "aircraft carriers" will definitely have an important impact on the current home shopping habits of Hangzhou consumers. Cross-industry alliance industry complements each other and seeks to survive new space. On September 5th, Zhejiang Tianyi Group invested 350 million to build Tianyi Home Plaza with a total construction area of ​​80,000 square meters. The original site of Huadong Ceramic Building Materials Market (view map) has changed. newborn. As the first kitchen-themed shopping mall and the first interior door wardrobe in Hangzhou, Tianyi Home Plaza, with its “themed†shopping and “experience-style†consumption, has won a high popularity on the opening day. At the opening of the store, the reporter found an interesting phenomenon: at the main entrance of the mall, the red-hot Meikailong Gudun store activities promotion advertisements in the same period of time, conspicuously occupying the “core place†of the shopping malls. "The marriage with Red Star Macalline is only the first attempt of Tianyi Home to integrate resources." Lu Jiqiang, general manager of Tianyi Home Plaza, told reporters that the cross-industry alliance based on mutual benefit has attracted Red Star Macalline. Wuxing Electric, Tellus House (view map), Paradise Visual Photography, Zhejiang Ruitai Automobile Co., Ltd., Yingge, F2 and other first-line businesses in 7 related industries joined. "Targeting the same target market, using their respective superior resources, joint or cross-promotion, can reduce marketing costs, improve sales efficiency, expand brand contact, and maximize consumer benefits, which is a win-win situation. Said that the opponent can not become friends. The cooperation of Tianyi Home and Red Star Meikailong Gudun Store will undoubtedly make the competition situation of Gudun Road home business circle subtly change. It is understood that in the face of fierce market competition, there is currently no The furniture and building materials market has begun to try cross-border marketing and the combination of upstream and downstream industries. Especially with the bundled promotion of Suning, Gome, Five Star and other home appliance stores, this year has infiltrated into the new era home, Hongfeng home, Jiahaojiaju decoration, etc. The daily activities of many building materials and home furnishing markets in Hangzhou. The Jiangnan homes that are defensive in the north of the city are more direct: let the area of ​​10,000 square meters, 4,000 square meters for the home appliance market, 6000 square meters for the wedding photo studio, to meet The one-stop demand for consumers is more humanized. The complementary resources and the small-scale alliance are undoubtedly the future survival of the home market. A step in the "Miaoqi". Chain direct sales cooperative home factory to attract private capital support began in 2008, the global financial turmoil, so that the home exports encountered an unprecedented cold snap. Faced with the rapid changes in foreign trade situation, how to quickly dock the huge domestic demand market, It has become an urgent problem for many foreign trade home furnishers. Can the furniture market skip the direct dialogue between dealers and manufacturers, not only solve the sales channels, but also introduce cheap and high-quality products to Hangzhou people? Tongtai Yijia became Hangzhou home. The first company to eat crabs in the circle. Since its opening on August 28th, only half a month, the first store of Tongtai Yijia, the Evergrande in Jiubao, has a steady increase in sales. This made Xu Jian, the general manager of the project, feel gratified. The first step was to successfully go out. It is understood that the close cooperation with more than 200 home factories in the Yangtze River Delta has enabled Tongtai Yijia to have sufficient supply. “Because of the area relationship, We still have more than 30,000 items in the warehouse that cannot be displayed. In order to get new products on the shelves as soon as possible, the most important task of Xu Jian in the second half of the year is to find a suitable area of ​​about 20,000 square meters in the urban area and open the second store of Tongtai Yijia. "The new store will be in Hengda store." On the basis of this, we will further innovate the home space and product display methods, and explore a unique innovation path. It is reported that Tongtai Yijia has to open at least three stores in Hangzhou City, and at the same time actively attract Zhejiang's private capital to capitalize and accelerate the strategic pace of “10-year-old stores.†Comments: 30% cheaper than similar products, Tongtaiyi The emergence of the family, will it be like the emergence of ordinary people's pharmacies, Philippine glasses supermarkets, affecting the entire industry business structure? A 10,000 square meters of Evergrande, can not be seen at the moment. But if 10,000 squares become 100 10,000 square meters, a store quickly grows to 100 stores across the country, who dare to smash the concept of a new affordable home chain supermarket in Tongtai Yijia. Facing the upcoming IKEA in Hangzhou (view map), and speeding up the layout of China's Danish JYSK With the international home furnishing giants such as Japan's Yideli, the emergence of Tongtai Yijia's business marketing model for traditional home stores is both a challenge and a wake-up. Dealers, hypermarkets, manufacturers are constantly frictional, traditional homes The drawbacks of the market business model have become increasingly apparent. Are more than 30 Hangzhou home furnishing markets that have already been oversupplied, ready to fight against international home furnishing giants? Challenges type of business model, in September and October for the promotion of more than busy, need to seriously think about future development.
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