Instant consumption promotes home brand community store debut in Beijing
Beijing's first home brand community store
　　 Before the Spring Festival in 2011 , Shichuang Decoration Wangjing Community Store opened for business. At the same time, Tiantongyuan Community, Huilongguan Community, Shunyi, Miyun and other districts and counties will also open nearly 10 community stores. In addition, Hong Kong ’s largest one-stop household goods store, Affordable Furniture, has signed an agreement with Dongfang Jiayuan, a large domestic building materials retailer, to open 20 household brand community stores with a business area of 500 square meters to 1,000 square meters in 2011 .
In foreign countries, the community shop is affectionately called the neighboring shop. It is generally located near a large community, with a business area of 10 square meters to 1000 square meters, and as many as thousands of types of goods.
In China, the earliest concern about community stores is Oriental Home. In 2010 , its home-brand Longde Community Store, which specializes in household goods, opened, and the surrounding Tiantongyuan large community. According to Jin Xiaoma, general manager of Jiabin Fun, there are currently two stores in Beijing, namely Xiaohuangzhuang Community Store outside Andingmen and Euro Plaza Community Store in Shunyi.
It is understood that Jiabin Fun's community stores are positioned according to the consumption of community residents. Ronde Community store for the 30-year-old to 40-year-old young consumers; Xiaohuangzhuang community shop for more than 65 years older consumers; Euro Plaza store in addition to the community for 25-year-old to 60-year-old consumers, but also for the region Of foreign consumers, providing them with Chinese household goods. 50% of household items in community stores are household goods, 35% are decorative items, and 15% are hardware items. In addition, according to the characteristics of large retail sales, these community stores update their products every half a month.
Instant consumption promotes home brand community store
According to data from McKinsey Consulting, in 2011 , China's middle class will reach about 290 million people, accounting for 44% of the city's total population . They mainly buy household items, and household consumption has gradually moved from one-time consumption to immediate consumption. However, the domestic market lacks specialty stores for household goods. In response to this situation, opening a more professional and convenient home brand community store will become the main business model of the home furnishing industry in the future.
In Beijing, home building materials supermarkets focusing on new house decoration business are gradually expanding beyond the Fifth Ring Road, which has brought many inconveniences to residents of old communities in purchasing home building materials. Based on this, the home brand community store appeared. Sun Wei, chairman of Shichuang Decoration Group, bluntly stated that although Wal-Mart is the world's largest retail supermarket, some convenience stores are still popular.
Home brand community stores have higher requirements for service details. The newly opened Shichuang Decoration Wangjing Community Store provides local residents with special services such as local dressing, home improvement retail and installation. In order to facilitate the lives of community residents, the business hours of Shichuang Decoration Community Store have been extended to 23:00 . Older consumers can enjoy door-to-door testing and maintenance services with just one phone call.
Jin Xiaoma believes that at present, the home brand community store is not perfect enough in terms of product specialization, and there is still much room for development.
Or will replace the small hardware store
The industry believes that home brand community stores may replace traditional small hardware stores. Because of the limited size of these small shops, the quality of the goods cannot be guaranteed. Jin Xiaomao said that the small-scale home brand community store has a strong brand backing, so that consumers are convenient and at ease when shopping.
Sun Wei said that no matter whether the old house is renovated or partially renovated, the home brand community store provides unified products, and the home improvement workers are trained by professional home improvement workers, these are not available in small hardware stores.
Industry insiders analyzed that the opening of home brand community stores is the main business model of the home furnishing retail industry in the future. Because it is close to the market terminal, it can meet the purchasing needs of consumers. At the same time, the home brand community store also provides guaranteed and professional services to surrounding residents.
In response to the question of whether the home brand community store will impact the home building materials supermarket, the reporter interviewed Liu Chen, secretary general of the Home Marketing Branch of the Beijing Market Association. He believes that due to the limited functions of home decoration display in home brand community stores, there is no possibility of impact on home building materials supermarkets. However, the product quality of home brand community stores is guaranteed. In the future, it may replace small hardware stores and become the main business model of the home retail industry.
Many building materials, such as decoration and flooring, are developing towards the business model of community stores. On the one hand, it is conducive to reducing costs and saving expenses. On the other hand, it is also conducive to enterprises to increase market coverage. Door and window companies can also use this model to develop well.
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