After a traditional building material stores popularity rose significantly. Passenger volume and turnover compared with the years ago are rising.
Although building materials supermarket in Dongguan has already 6 years, but the industry recognized are, at present, Dongguan over 90 per cent of the market share is still the traditional building materials selling place control. Along with building materials supermarket continues to fall, traditional stores are experiencing a rebirth of nirvana. In the current building materials industry generally flag in the background, adherence to existing positions, waiting for an opportunity to take advantage of the rise, as most common in traditional stores.
Status
Beautiful new home center
Millions of advertising promoting sales
25 February morning, journalists in Dongcheng us new home Center see, shop sales staff in high spirits, warm and on-site customer communication, all in the same year the former sells the field of cold is in sharp contrast situation.
"Last year, the month of October, before the entire marketplace sales good, 10 months after started declining. After the Spring Festival traffic picking up clearly in the last few days there have been transactions, merchants are somewhat beyond our expectation. "The us new home Center Mall management VP in Assistant Xu Jun told reporters that the members of the end of the market prospects of Dongguan, 2009 will be the real home industry of building materials" winter ", but in fact the situation is good, also lucky to have the majority of businesses operated.
Relative to other traditional building material stores, us new home center to "compound hypermarket" as significant characteristics: first floor facade facing the street and the sanitary ware, cabinets, wardrobes, dozens of domestic and foreign brands of first and second line; second and third floors are whole leased to suning appliance and Golden furniture; four floor furniture city. Stores set building materials, furniture, electrical appliances and sales. Nevertheless, this multi-functional complementary practices, economic benefits than traditional building material stores, not in the market situation, different category rooms also have a mutually reinforcing roles to maximize the resolve operation risks.
It is reported that last year us new home center, 4th floor, furniture city occupancy rate of accommodation has declined, currently maintained at 6%. In order to reduce the burden on businesses, stores for the January-March, the rental gives a discount of 20%, this is unprecedented. At the same time, the us new home Center this year will continue to increase advertising investment for selling marketing costs remain at millions of dollars or more, to pull the actual sales growth, "this time if the reduction in advertising investment, easier to let businesses lose confidence. ”
Future of home building materials city
Offering direct store enliven the empty shop
Positioning high-end Nancheng future home building materials city, from the month of September 2007 the opening facing market since the start of low impact. The end section of the Merchant "moved away from the storm", the current free shop close to 20%.
"Last tenants of retreat and let us feel the chill of winter. "The future of home building materials city, Deputy General Manager of leaf more ball admits, in the common market pressure, the marketplace will make the greatest possible ease the burden on operators. Following last year's implementation of "the first eight months only charge 1 months rent, 3 months after only 1/3 sharp of the rentals" for discounts, again this year on commercial practice of "1 to 3 months rent free, 4-6 month only 1/3 rent" concessions.
Leaf more ball said, despite the marketplace operation pressure is high, at the end of last year, continues to invest capital made a batch of ads, "after the Spring Festival marketplace people obviously want a lot. ”
To idle, the future home of creatively selling venue offering direct store, operate independently from management. Leaf more balls that direct store main distribution cables, sink, locks, paint, etc., can enrich the entire marketplace business category, satisfying the customer "one-stop purchase Qi" needs to further boost the popularity. The present future homes have won some brands of Dongguan General Agent, direct store delivery is complete, the end of this month will be fully opened.
New decorative material city
Rental firm is difficult to find a shop
After the first lunar month 15, emerging decoration material city shops has commenced business. Journalists in selling venue see, various shops operating order order, no other marketplace shops to withdraw field.
"Last year until now, to find a shop businesses haven't broken too. "Emerging decoration material city official Zhai Jun Xian said, has become one of the most emerging top Dongguan hypermarket of building materials, high concentration, a brand line of tiles, sanitary ware brand accounted for 8%. At the same time, and other building materials city marketplace, emerging rent very low, 1st floor, block a, the best shops on the 65 Yuan per square meter. These factors make the city a new decorative material shop, from the opening do now when approaching businesses always maintained at 9 percent, "Although it is difficult to do business, building materials emerging businesses make no withdrawal field. ”
It is understood that the new decorative material City currently brings together huilong, huiquan, heshun, Tao feng, and many other powerful building general agents, such businesses are operating under the flag of several building materials brand, marketing channels and the ability to overcome market risk significantly, so the entire Mall in sailing in greater competitive advantage.
And other stores compete for rent of practices, emerging rent still remain at the original level. Zhai Jun Xian explained that the new rent is not high, and if necessary lower rents, unilaterally affect the selling field on the promotion of investment in the long term more harm than good. In the face of current market conditions, emerging will intensify in "3 · 15", & ldq
Uo; may 1, "" 11 "and other key marketing efforts in a new round of industry reshuffle in occupies market, creating superior building material stores.Home decoration city
Favourable to stability in the merchant
Dongguan home decoration city as a traditional building material stores of another important force in the current market slump still maintained the usual low-key. Reporters found in selling venue to purchase building materials, car customers everywhere, away from the few paved being decorated, prepare to meet the new brand positioning.
"We were most concerned about the trend of the market in the first half of this year, but lucky in this weeks to sales is also good. "Home decoration City Deputy General Manager song there are countries that entire Mall building materials home products positioning to mid-range, can meet the broadest needs of the consumer group, in market downturn will have more customers to the" benefits "to material selection, since last year has been very stable operating conditions.
"Low rent has always been an important weapon for sale. "Song with power, the second half of last year, city hongli road, Dongxing road, many merchants were rent pressure building materials have been transferred to home decoration city, the market crisis has become a home decoration city of opportunities. Taking into account the burden on businesses, stores this year to rent a 1 month, 2 month 8.5 discount discount offer, and take a relaxing rent-free, delaying the rent increase, thereby attracting more merchants, shops for rent rate currently has reached more than 9%.
Analysis
Market development space there exists
Overview of the traditional building materials sales area of the status quo, "a steady development" is the unanimous endorsement of the various operators. Uncertainty in the market, the reduction of rent stabilization of existing businesses, with marketing and other means of boosting sales, further enhance the sells the field of brand image, the risk of smaller initiatives have undoubtedly will contribute to the marketplace through.
With building materials supermarket constantly fall with the warning that traditional stores should understand unrealistic blind expansion of consequences. Compared with building materials supermarket, the traditional sale site lacks proper market positioning, marketing and after-sales service. Industry veteran who believes that market demand is always present, rigid traditional stores in operation trough the need to strengthen the "itself for" only practicing good strength, on the occasion of the market to take advantage of the warm up. The "sink the boat junks in tree spring ahead thrive."
Sound
New decorative material City Chairman Zhai group health: traditional stores in marketing aspects are relatively weak, and professional marketing planning company cooperation is a good way.
Beautiful new home center Deputy Chief Liu Shi Tong: in industry, "winter" recess still might be killed. We will which "upwind", on the promotion, let businesses more confidence.
Dongguan city home decoration has the State Deputy Chief of the song: the most important is steady, stable occupancy rates, stability, and a large, stable rent levels.
Foshan ceramics agents LI: in traditional marketing is not the greatest benefit, and payment for pressure hit how many folds oneself. City Road, stores can reduce rent should spend money to merchants, to make the promotion it is necessary.
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