Home circle, is it time?

At present, the situation of China's home stores can be summed up with the word contradiction. At this level, it also reflects the status of the Chinese home circle: it is contradictory and it is also awkward. The long-standing situation in the home circle has been a long time. The following is a brief list of the most hot phenomenon in the current home circle.

When talking about the status quo of China's home store, many people said: One side is closed and closed, while the other is a frenzied shop expansion. The situation of Chinese home stores can be summed up with the word contradiction, and at this level, it also reflects the Chinese home. The situation of the circle: It is contradictory and it is also awkward. The long-standing situation in the home circle has been a long time. The following is a brief list of the most hot phenomenon in the current home circle.

Two landlord model to make home stores in trouble,

With the rise in rents and fierce competition, large-scale home stores have always been on the verge of life and death. Coupled with the single mode of operation, the path to home sales has become narrower and narrower. "In addition to a small number of brands such as IKEA, almost all domestic home stores are the 'second landlord' business model." According to industry sources, only the proportion of self-employed companies is different, and property ownership is different.

The so-called second landlord model, that is, the store operator rents the property from the owner and then rents it to each furniture store. Either collect the rent or commission according to the sales of the store. Driven by this model, home stores are booming and the scale of operations is also increasing. From thousands of square meters of space to tens of thousands of square meters, tens of thousands of square meters, and more than 100,000 square meters.

As the real estate market rapidly entered the freezing period this year, the home building materials market also began to soften. After the Spring Festival in 2014, the National Building Materials Index of Home Economics (BHI) fell for the first time in a year-on-year and quarter-on-quarter ratio. However, the expansion of the leading enterprises in home stores is still continuing. Actually, Home House has announced that the number of branches will increase from the current more than 70 to nearly 100. In addition, Red Star Macalline and Xiangjiang Group are preparing for a large area of ​​expansion.

One side is accelerating the opening of the store, while the other is the failure. According to a report from the China Home Store Survey in 2014, the current situation of the vacant stores withdrawn from domestic home stores has been increasing. The reason for the withdrawal of the business is nothing more than "the rent is too expensive." A week or so after the cancellation of more than 700 businesses in Guangzhou’s “Wuzhou Decorative Materials City”, Huai’an and Nanjing in the Yangtze River Delta have seen the situation of owners pulling banners**. These owners purchased the shops of a large-scale chain home store two years ago, and then handed over to the store for unified operation. One of the surnamed Chen surnamed owners told the reporter on the phone: "The store gave an oral promise of 8% of annual return." However, the funds arrived last year were less than 1% of the retail price, which means that the investment should be one. It takes a hundred years to recover the book costs. “The reason given by them is that the market needs to be nurtured, but according to our understanding, a considerable part of the rent is taken away by XXX (stores).”

Faced with this contradiction, some home stores in Guangzhou chose to evacuate the city center and chose to build a shopping mall in a more close area to the warehouse. At the same time, some high-quality businesses also left the store. Businesses such as Shangpin Delivery, Hang Seng Furniture, and Home Furnishings stayed in the city center and moved into the large SHOPPING MALL. “First of all, the flow of people is sufficient, and the purchasing power is strong, which is conducive to the development of new customer groups.” Said Zeng Yuzhou, General Manager of Handan Furniture.

The premise is that "home stores must be deeply transformed. Operators can no longer satisfy the role of the second landlord, and they must turn a single store into a complete living information platform," said Qin Zhanxue, executive vice president of the China Building Materials Circulation Association.