Merchants: Many outlets are not ideal for the public: high, low, and low, it is rare to buy Yichang's building materials and home market as a downstream product of housing. On the one hand, many businesses reflect that the business is too difficult. On the other hand, many citizens complain about this home building material. Why is it so expensive? What is the reason for the Yichang building materials business and the public to be so entangled, the reporter conducted an interview. Status: The market is too large and the business conditions are not ideal. “There are more people selling things than people who buy things. Now the business is getting harder and harder.†In the private city, the business of running the home business for nearly 10 years Ms. told reporters that even a store is difficult to support, so the plan to open a branch has to run aground. The reporter learned that in the past three years, the building materials and home furnishing market in our city has grown rapidly and the scale has expanded rapidly. On the 19th of last month, there were 12 building materials and home furnishing markets in the main city of the city, with a total operating area of ​​596,000 square meters and merchants 4334. Family. According to the development law of building materials and home furnishing industry, the capacity of 10,000 square meters of building materials and home furnishing market can meet the needs of 50,000 home improvement, that is, the average per capita area of ​​building materials and homes is 0.2 square meters. However, at present, the built-up area of ​​the main urban area of ​​our city is nearly 110 square kilometers, with a population of 1.23 million, and the per capita area of ​​building materials and homes is 0.48 square meters, which is higher than the industry average. On the other hand, in the home improvement industry in the transition period, affected by the national real estate regulation and control environment, the overall operating conditions of the industry are not satisfactory, the flow of people is reduced, and the commercial atmosphere is not strong. Most merchants have experienced sales decline, cost increase, and capital turnover. Not working and other phenomena. According to the survey, more than half of the building materials and home furnishing markets in the city have experienced the exit of merchants. For example, there are 226 merchants in the Ouyada market, with a business area of ​​40,000 square meters, a vacant area of ​​over 6,000 square meters, and a vacancy rate of 15%. Jindongshan building materials market is near 60% of merchants reported that the capital turnover was not working and the operation was difficult; 30% of the merchants in the Yangtze River market experienced monthly losses; Red Star Macalline opened half a year, and 23% of the shopfronts were idle due to insufficient investment. Citizens: The business pattern is not good, and the mid-to-high-end market is over-competitive. In a newly opened home plaza, the reporter saw that the most expensive bathtub of a certain brand was 118,000 yuan, while the other brand was the most expensive, which was 38,000 yuan. “Is there such a expensive bathtub to buy?†“There is not yet, but Yichang is definitely affordable.†The salesperson said. The reporter learned that although many high-end brands have been added, the consumption power of the citizens is still very limited, and the low-end market development power that is popular with the public is obviously insufficient. At present, the Yichang building materials home market can be roughly divided into three levels: high-end, mid-to-high end and low-end. Red Star Macalline and Ouyada belong to the high-end market, with an area of ​​170,000 square meters. It brings together nearly 1,000 international and domestic famous brands and operates 200,000 varieties. The products can meet the needs of home decoration and logistics distribution services in the Three Gorges area. Yizhong Building Materials, Kanglong, Dongshan Furniture, Haobainian, Meiguang, Jindongshan Building Materials are positioned in the middle and high-end market, with a total operating area of ​​231,000 square meters. Jindu, Yangtze River Market, Night Pearl Hengchang, Huadiao Lighting and Shanghai Lighting are positioned in the low-end market, with an area of ​​275,000 square meters. "The low-end market is obviously insufficient from the proportion of the first, not to mention the functional radiation and price advantage." An industry source said. What is more worth mentioning is that there is news that the city's main urban area will also plan to introduce domestic building materials and home-leading enterprises such as the Real Home, Yuexing, etc. It is expected that the high-end market will reach 350,000 square meters, and the competition will become hot. Some hypermarkets are tempted by the real estate interests to create disorderly expansion, which brings about chaos in the interests of all parties, and even causes product homogenization competition and serious waste of resources. “There are hard requirements for brand agents when opening new stores in the city – they must enter at the same time, so that agents with weaker strengths have to withdraw from the old market,†the industry source said. Investigation: After-sales leaseback mode, hiding major business risks The reporter learned that many commercial real estate developers now use high returns as a bait to attract owners to invest in shops, but the problem is that some developers only build or not The price of shops has overdrafted investment interests in advance, and the appreciation space and business prospects of shops are unpredictable. At present, the overall business strategy of Huaxiang Commercial Center is to implement a combination of self-sustaining and post-sales leaseback. Among them, Huaxiang Group owns 50% of self-sustaining property rights and after-sales return-to-rental shops, and implements three-year chartering for the sold shops. After three years, the business mode is negotiated between the owner of the individual merchants and Huaxiang Group. A home dealer revealed: “Because of the sharp rise in prices of raw materials, daily necessities, high rents in terminal stores, high employee wages, and bank loans, it is no easy task for new markets to make a profit. At the same time, these are too high. Most of the costs are implicitly passed on to the pricing of goods. In the future, consumers will not be able to buy a single bill. It is a matter of careful consideration." Department: It is recommended to scientifically modify the commercial network planning" from the continuous expansion of the building materials and home market to the traditional The continuous transformation and upgrading of the market is related to the early investigation of the market pattern of Yichang and the test of demand. On the other hand, it also calls for Yichang commercial outlets to have a higher-level plan. The status quo is not optimized, a person who has been engaged in business research for a long time said. He also suggested that it would be a good idea to suspend the pace of introduction of the large building materials market. The reporter learned that along with the pace of building a mega city in Yichang, the city has already introduced the overall urban planning, and as its master plan, all relevant departments are working on the planning of commercial outlets. On the enterprise side, with the rapid distribution of foreign brands entering the competition and chain hypermarkets, a small number of dealers have completed the accumulation of original funds and established their own doors, gradually affecting the channel strategy, marketing strategy, service strategy and even higher-level brands of the local building materials market. strategy. The competitive landscape of the home improvement market will also rise from the original price competition to channel competition, from brand competition to management competition, from talent competition to service competition. Many industry insiders believe that home improvement enterprises should respond to market changes, and should identify their own market positioning, market segments, and implement differentiated operations. In particular, it is aimed at a certain level of consumer groups, which is conducive to deepening the products and services.
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