Inventory of 10 key keywords in the furniture store industry in 2010
　　 Looking back, we can give the industry some achievements to sum up, so that the former can have more confidence; taking a look at the past can also let the relevant companies know the shortage and have more efforts. At the end of the year, on the occasion of the " 2010-2011 China Home Furnishing and Real Estate Support Industry Innovation Summit" will be held, Sina Home Furnishing plans an annual industry news inventory, with a view to outline a clear market structure and encourage the industry.
　　 One of the top ten keywords in the store industry in 2010 : closing
The frequent introduction of real estate regulation and control has brought a huge chain reaction to its downstream industries. In 2010 , the home distribution industry experienced a strong shock, and some distribution companies were forced to close some stores in the cold snap, adopting a strategy of shrinking the front. At the beginning of the year, Bai'anju Yizhuang store and Jianxiang store successively announced the closure; on May 31 , Home Depot Beijing Minsi Store completed the goods dumping and suspended business.
The contraction of brand distribution companies and the closure of some stores have aroused widespread concern in the industry. In fact, although there are a variety of deep-seated reasons for the life and death of an enterprise, the most important one is performance. Without exception, stores were closed in 2010 because of poor performance. " Weak meat and strong food " is the most basic business rule. The stores that can adapt to market competition will continue to develop, while those who cannot adapt will exit the market. This shows that if an enterprise wants to survive the market tide, it is the most crucial to adjust its business strategy and improve its competitiveness in a timely manner.
　　 Two of the 10 key keywords of the store industry in 2010 : collection
The development of home stores has now faced the difficulty of opening a store and choosing a location. " Collecting " closed or closed stores has become the best way to expand the curve of home furnishing stores in 2010 . On May 20 , Oriental Bobao Painter City replaced Qianhe Nianhua to expand and open in Beijing ’s Shilihe River; On June 2 , Actual Home spent a huge amount of money to transform the original site of Bixi Home into a " Real Home Lize Store " . July officially opened; June 6, mergers and acquisitions ten thousand Jimei city only two months out of the "Jimei ten thousand City store."
With the gradual acceleration of urban-rural integration and the continuous expansion of the urban area, the expansion of cloth stores is still the best magic weapon for brand stores to compete for the market, and the " collection " method is the biggest shortcut. As the brand concentration of stores is getting higher and higher, some small stores with low visibility and small scale can only be integrated and collected in the future
　　 Three of the top ten keywords in the store industry in 2010 : expansion
Despite being affected by the upstream real estate market, brand stores such as Home, Red Star Macalline and Jimei Home Furnishing have not slowed down the pace of expansion. On the contrary, the pace of expansion has been the fastest in recent years. Jimei Home Furnishing, Real House Lize Store, Longfeng Home Guangdong Furniture Beijing Headquarters Base, Red Star Macalline Shanghai Pudong Store, Jinsheng International Home Furnishing Songjiang Store, etc. have all opened; 2010 Home Home, Red Star Beauty Kailong, Jimei Home Furnishing, Ouyada and other brand stores are gathering in core cities such as Tianjin and Shanghai to compete for the market.
The pace of expansion of home stores in 2010 was the fastest in recent years. Although some enterprises closed down, the number of new stores far exceeded the number of closures. In core cities such as Beijing, Shanghai, and Tianjin, regional stores and international home distribution companies are adjusting their layouts, actively responding to market changes and seeking development. The industry said that the phenomenon that stores are actively replicating and opening chain stores is the result of a certain degree of brand development, and it is normal. Some people also said that stores are blossoming everywhere and have become saturated, and enterprise expansion will be a wasteful investment.
　　 Four of the 10 key keywords of the store industry in 2010 : financing
In terms of the concept of the world market, a breakthrough in the capital market is a symbol of corporate strength and brand effect. In recent years, the home furnishing industry has set foot in the capital market in anticipation of leaping. June 19, 2010, Redstar held a press conference in Beijing, announced the acquisition of Warburg Pincus, CITIC Industrial Fund, Fosun Group, the Bohai Industrial Fund and other four agencies jointly inject 2.6 billion yuan. Up to now, Red Star Macalline has received two capital investments, which is one step closer to listing.
Listing can not only solve the financial problems of enterprises, but also enhance the brand of enterprises and help enterprises expand and grow. At present, Red Star Macalline has opened 72 shopping malls in major cities across the country, and its sales revenue in 2009 exceeded 31.3 billion yuan, which has become one of the leading household chain industries in China. Some experts said that under the trend of flattening in the world, Red Star's financing listing is the only way for brand stores. In the future, it will become a trend for enterprises to use capital to enhance their competitiveness.
　　 Five of the top ten keywords in the store industry in 2010 : commercial warfare
It is not uncommon for enterprises to engage in business wars with enterprises. However, with the accelerated expansion of national stores, competition in the local market has aroused great concern in the industry. Whether this is the actual home, the Red Star Macalline, or Eurasia Home Furnishing, it has encountered " blocking " and resistance from local stores during the nationwide expansion. At the same time, in some hot cities, competition between mainstream stores is also increasingly encouraging.
Some insiders have analyzed that with the gradual maturity of the home furnishing market, the commercial war between home furnishing companies will be inevitable. At present, the mainstream home distribution companies are in the growth stage of high-speed expansion, and the commercial war between the stores has just begun, and future frictions, Ming wars, and secret wars will occur from time to time.
　 Six of the top 10 keywords in the store industry in 2010 : President's signing
This year, the home building materials industry has set off a wave of presidential signings. On July 10 , Red Star Macalline Shanghai Pudong Store launched the first-line brand president's signing activity; starting from June 26 , Red Star Macalline Beijing stores jointly organized a number of presidents to hold four signing activities; October On the 2nd , the Aegean Legion held a large-scale presidential signing event together with Red Star and Actual Home. It is understood that the president's signing has become the main marketing form of store promotion.
" President's signing sale " means that the president of the enterprise goes to the event site to conduct a personal signing sale. This brand-new idea has opened up a new situation for the store marketing market, and has become one of the important means for merchants to discount sales. The huge discounts brought by the president's signing not only provide consumers with discounts, but also bring huge sales to the company in the short term; at the same time, the president's signing also provides businesses and consumers with an opportunity to face-to-face communication, Closed the relationship between the two. Some experts said that the marketing model signed by the president will effectively enhance brand awareness.
　　 Seven of the top ten keywords in the store industry in 2010 : rent increase
At the beginning of the year, the state promulgated a series of regulation policies for the property market. In an environment of uncertain market, the home distribution industry represented by Beijing, Guangzhou and other places has set off a wave of " rent increase " . At the beginning of 2010 , the rents of stores such as Red Star Macalline, Actual Home, Jimei Home Furnishing, and Dajing Temple Lanjinglijia all rose to varying degrees.
Affected by the upstream property market, the overall market for the home furnishing industry showed a downturn in 2010 . Stores increase rents and increase income, which to some extent weakens the pressure caused by the downturn in some upstream markets. However, for merchants who rely on store channels for their livelihood, in the face of the pressure of store rents, some companies have begun to separate independent portals from the store for development, and some have mainly selected high-quality stores for strategic cooperation. .
　　 Eight of the top ten keywords in the store industry in 2010 : price war
According to a survey conducted by Sina Home Furnishing, the overall trend of the home furnishing industry has been sluggish due to the impact of the housing market, and sales in some major stores in the Beijing market fell by about 30 year-on-year. In order to increase popularity and achieve soaring sales in the short term, businesses have launched " price wars " . The promotion activities during the National Day alone can be seen: the actual home is over 1,000 to get 200 , the Red Star Macalline holds a group purchase meeting, Shilihe Lighting " buy lamps and send gold bars ", etc., "the whole audience is extremely low" Price " , " buy one get one free " discount advertisement.
Some people said that 2010 was the most difficult year for the home industry to date. In order to attract customers, the store has spared no effort to launch a " price war " , which has increased certain sales in the short term. But when promotional discounts become a norm, its " eye effect " on consumers has become zero. And with the increasing rationality of household consumption, price is no longer the primary factor for consumers to purchase household items. Stores need to be considered in all directions, and adopt a variety of marketing models to meet different consumer psychology.
　　 Nine of the top ten keywords in the store industry in 2010 : format upgrade
The development of the home distribution industry has gradually matured. Although each brand store has its own differentiated positioning, the homogeneous format still becomes the bottleneck that hinders the sustainable development of the store. In 2010 , some stores began to break the homogenous business model and took the lead in carrying out the " format upgrade " . On April 3rd , the " Home Respect " International Home Pavilion at the North Fourth Ring of Actual Home opened. Mainly engaged in the world's top luxury home furnishing products, and advocated the cultural connotation of home design. On October 23 , Red Star Macalline North Fifth Ring reopened Opened, and advocated the " airport style " fashion home shopping mall concept.
Up to now, there is still no proud enterprise in China's home distribution industry. Brand stores want to break through the existing pattern, need to find an effective breakthrough. Some industry insiders said that the upgrade of the home and Red Star Macalline in the format of the product has detailed the products to meet the differentiated needs of consumers, which has accelerated the development and mutation of the circulation industry to some extent.
　　 2010 10 Key words of stores industry ten: Innovative Marketing
Affected by the upstream property market, in 2010 , sales of 80% of home furnishing stores showed varying degrees of decline. In the sluggish market demand, some stores have repeatedly made new moves to open up a blue ocean of marketing through creativity. Red Star Macalline pioneered " Passport Marketing " and " Night Market Marketing " , actually started the " Star Offensive " at home, and Chengwai Chengcheng launched the cartoon image as a spokesperson. These innovative marketing caused huge repercussions in the industry.
Innovative and attractive marketing activities can enable the store to maintain its vitality in the low market, gather popularity in a short period of time, bring larger sales orders, and effectively increase the visibility of the store. Innovative marketing is a new attempt for enterprises and a breakthrough to the traditional marketing model. This has also brought a certain impact to peers to some extent and has accelerated the industry's integration speed.
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