The traditional rental and sale model is difficult to follow Wuxi home store "cross-border" survival.

China Paint Network
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home store adjustment is not new, large-scale home stores, in the venue settings, investment brands, etc., every year there are new actions. However, in recent years, the adjustment of the store seems to be more and more "out of line", jumping out of the original home products, involved in the "irrelevant" areas: catering, supermarkets ... The cross-border action of home stores is getting bigger and bigger, cross-border let the home store change a lot, how can the future home store change? Go to the supermarket, drink coffee, taste food, is this a home store or Shopping Mall? A cup of freshly ground coffee, a baked snack, a life book, this is the sixth floor of Hongyang Home Hall corner, from this corner extended to open, there are cold dining area, coffee bar, book bar, etc. ; These are not only Hongyang into the "decorative building materials first street first street" Tin Shanghai Road series of actions, but also refresh the industry outside the home store function of the understanding. From the beginning of the opening, Hongyang home business square has a "cross-border mash-up" consciousness. "As a home store, the introduction of the catering industry, certainly more able to stay, because the home store volume is large, if you can have some specialty dining, you can keep people." Hongyang said that now simply engaged in building materials or furniture projects, survival rate is not too high, has not been the situation ten years ago, the development of large-scale urban complex is the general trend. Not only Hongyang, some old home stores are also trying to "cross the border". Landing rooted in the high wave road and Wuhu Avenue intersection of the golden location of Wuxi Red Star Mei Kailong Lake Extreme Shop in Tin City for the first time "cross-border" to do a commercial shopping center. It is understood that the project covers an area of about 120 acres, the total construction area planning of 300,000 square meters. However, unlike in the past, the purchase of building materials, household materials is only a part of the Red Star home life square industry. Supreme store officials, the store for the red star Mei Kailong Home Group's eighth generation of self-employed shopping malls, but also Wuxi's first brand-new park-style furniture building materials shopping center. "In the future, there will be a typical community Mall, a high-end urban complex that combines modern home, fashion shopping, cultural film and television, fitness and leisure, and dining and entertainment." And these industries are not necessarily home store management and management, but a variety of categories of rich, will bring more vitality to the store. In the past two years, the "plate" of home stores seems to be getting bigger and bigger, in addition to the opportunities in the home industry trading chain, home stores "ambition" is also growing, began to dabble in many areas of attempts. "Cross-border" or do functional supplements, or the introduction of other industry "active attack", only for popular home stores in the multi-industry adjustment has been in the process. Today, the higher-end home stores and supermarkets, department stores, home appliance stores and other industries have different degrees of "marriage", or in the internal rich catering, jewelry and other business scope, only selling furniture and building materials stores seem to have been "obsolete." These joint explorations are influenced by the market and consumer demand, both by the specific and variable factors of each store. But at the end of the day, home stores play "cross-border" or to attract popularity. "We introduce Darun hair is nothing else, is popular, to the supermarket does not necessarily have to buy furniture, but as long as consumers often walk outside the store, it will have a sense of familiarity with the Hongyang brand, this familiarity is likely to become an important weight for future consumers to choose furniture brands." Hongyang Home Planning Manager Yu Heng said. If food and beverage, supermarkets are functional supplements, then the demand for household consumers to observe the introduction of other industries, is the home store "active attack." Hongyang home from the 3D experience cut in, in the sixth floor of the mall to create a 3D experience center, the use of 3D imaging technology, import and generate a 3D 1:1 model, with the help of online interactive platform for consumers to provide a highly interactive virtual reality environment. "Consumers can see the effect of the decoration scene intuitively, and our team of designers will give professional advice to the owners on-site from the aspects of household layout, furniture matching, etc." The designer introduced. Zhai Heng told reporters that as the platform continues to develop, the 3D experience center is expected to achieve a more powerful home DIY consumer experience by the end of the year. When consumers watch 3D images, they can choose their own 'home' in advance by selecting items to decorate their rooms in the product library according to their preferences and ideas. "In the future, we will also work with professional home improvement companies to present home layout solutions in a three-dimensional effect map to meet consumers' program design and home building materials, soft-pack procurement needs." He said that Hongyang's reason for re-creating a service-only 3D experience museum is to series home stores, community real estate, home improvement companies and consumers, to guide consumers in Hongyang to carry out a one-stop home improvement shopping experience. Home stores expand the scope of home business, meaning that the extension of the industrial chain, won another set of consumer groups. Home stores are no longer just a place to sell home products, diversification will also bring new customer base to home stores. Homogenization competition is fierce, the traditional rental and sale model is unsustainable, home stores "cross-border" survival has been reported before, China's total area of home stores has been more than 40 million square meters, of which about 50% of the stores belong to the surplus. The negative effects brought about by the excess complex have been extended to the home building materials industry, and the phenomenon of close fight caused by the surplus is particularly obvious in the "first street of household building materials" Tin Shanghai Road. Looking at the tin Shanghai Road along the line, after more than 20 years of development, building materials home including Dongpeng international building materials, Huaxia home port, moon star home and other high-end building materials home enterprises; A professional home store on Xihu Road told reporters that in recent years, a large amount of money poured into home stores, the number of stores more and more, homogenization of competition is more intense, "only tin Shanghai Road, large and small stores add up to more than a dozen." "But a variety of factors, such as vague positioning, commodity homogenization, and location differences, have also made the operating conditions of these home stores in Tin City very different. For example, Jia decoration Mao home life square, in the investment publicity, Jia decoration Mao said it will build 50,000 square meters of home soft-packed shopping square, Wuxi is the first home soft-clothing theme Shopping Mall, and in fact, when the day in the tin Shanghai Road occupied a prime location Jia-mao home square popularity is still dismal. Shengfei building materials museum, which is separated from Jiamao, opened in 2011 and did not appear to be as hot as expected, many consumers said they did not know what Shengfei was selling, let alone where the address was. Sales are not strong again encountered store saturation, home stores do not take the steps of transformation will be difficult to escape the number of robbery. Essentially, traditional home stores follow the "commercial real estate" model. For home stores, simply considering "rent out the site" has been difficult to adapt to the new situation, in the home management-based industry on the basis of, if you can use the existing data resources, passenger flow resources, will seem irrelevant to the integration of the two industries to create value, it seems to be much smarter than simply discount promotions to attract people to buy furniture. However, there are also people in the industry who hold different views on the cross-border transformation of the home store industry. The head of a large store on Xihu Road said he would not consider introducing cross-border industries. In his view, the transformation of the store should consider the surrounding environment, the introduction of other industries there is a certain risk. "Some shopping malls have lost the essence of home stores by introducing different business patterns in order to increase revenue and traffic, and it seems that the flow of people has increased." In his view, professional stores or to do professional things, only professional stores can provide consumer industry-leading cost-effective furniture.