In the face of unpredictable market demand, many home furnishing companies chose to keep pace with the times in 2011, and changed from the business model, format, product categories and other aspects, adding new connotations to the brand, so that the industry still It is showing a vigorous development trend. Here are the top ten most important brand expansion events in the home industry in 2011.
Event 1: Opening of the first Redwood City Hall
Brand development protagonist: actually home
On August 20th, at the fifth floor of Lize Store, there was a collection of more than 30 well-known mahogany brands, with a business area of ​​20,000 square meters, and the storey redwood hall was officially opened. As the only professional store of mahogany furniture of the largest scale and grade in Beijing, the home of the Redwood City Hall has shown its demeanor. It is not only the inheritance of the mahogany culture, but also the exclusive promise of “the mahogany furniture is full of fidelity. Second, let consumers buy at ease and purify the atmosphere of the mahogany industry.
Business News Viewpoint: The potential for appreciation of mahogany furniture is large, so that buyers are eager to get rid of it, but it is often easy to be deceived by unscrupulous merchants. The industry has always lacked a mahogany professional store with high trust and great choice. Actually, the home is in the “gap†of this market. The exclusive sale of branded mahogany furniture in the region is like timely rain, which meets the needs of the market.
Event 2: The mixed industry in the home industry
Brand development protagonist: Red Star Macalline
On December 16th, Red Star Macalline’s “Eighth Generation†shopping mall and Beijing’s fifth store Chaoyang Road Mall officially opened. Different from previous generations of shopping malls, Red Star Meikailong Chaoyang Road Shopping Mall is a mixed shopping mall with mixed food, electric city, lighting hall, leisure center and jewelry hall. It integrates shopping, catering, leisure and culture into one. Beijing Chaoqing Business Circle is the premier shopping landmark.
Business News Viewpoint: Consumer demand is constantly changing. The layout, structure and format of Red Star Macalline are also advancing with the times, constantly seeking new changes and catering to various consumption habits. This is the 25-year-old Red Star Macalline A source of industry leadership.
Event 3: Home business launches French red wine
Brand development protagonist: Jimei Home
In early May, the long-rumored news of the sale of French red wine by Jimei Home was confirmed. Jimei took the opportunity to operate the international trade platform opened in France and introduced French red wine to China. At the end of the year, Jimei Home Dahongmen Store built a clubhouse with an area of ​​more than 7,000 square meters. It sold wine, cigars and trends, and became fashionable. In addition, the original 60,000 square meters basement of Jimei Home stores a variety of red wines, making the home business become a wine distributor.
Business News: China is the fastest growing wine consumption country. Jimei's use of foreign trade to provide Chinese consumers with authentic French red wine is not necessarily a business. In the current environment of lower than expected household consumption, Jimei has a unique way to extend the radiation of the brand, which is a flexible way.
Event 4: Home Furnishings Appear in Home Stores
Brand development protagonist: Beijing Building Materials Economic and Trade Building
Outside the door, the classic cars of the 1940s, the old European postbox, and the telephone booths on the streets of London stand proudly; indoors, the red painted fireplace on the steamship, the out-of-print piano used by Haydn, and the black leather chairs of the British Victorian era are faintly visible. . If you don't make an appointment, the "uninvited guest" will be declined to visit. On May 12th, Muleila Disi Mansion, which is intended to display fine wallpapers, was unveiled at Beijing Building Materials Economic and Trade Building, providing a good place for people to experience wallpaper culture. It is the first time in Beijing to build a mansion in a home store.
Business News Viewpoint: Introducing the highly-fledged mansion model into the home store, Beijing Building Materials Economic and Trade Building has pioneered the home circulation industry, highlighting the building's unconstrained and innovative business ideas, and making people more impressed with its high-end and original positioning. .
Event 5: Brand flagship store opened outside the hypermarket
Brand development protagonist: Cheng Waicheng
On September 26th, Tianyimeijia Theme Store, located in Chengnan Square outside the city, unveiled its mystery and lived adjacent to Qumei Furniture Brand Store and neighboring country style shops. It became a beautiful scenery on the square and opened. The business exploration path of the combination of the theme store and the brand flagship store. In addition to the home-based independent stores, there are also flagship stores of food and beverage brands such as KFC train restaurants appearing outside the city.
Business News Viewpoint: It is not uncommon for a home brand to open a brand flagship store in the store. However, using the open land resources of the square to open a flagship store in the square, the city’s amazing move makes the industry look at it. Sharing customer resources and driving sales with each other, the innovation of the model has brought new development opportunities to Chengwaicheng.
Event 6: Home store operating hotel supplies
Brand development protagonist: home and home beauty
On September 9th, the home and Jiamei hotel supplies market in Xiaowujiqiao, southeastern Fourth Ring Road opened. The market area of ​​the market is over 60,000 square meters. The number of kitchen equipment, guest toilets and bedding products exceeds 10,000, attracting beautiful and beautiful. Lex, two-sided needles and other thousands of businesses settled in. Starting from the home store, after the family and Jiamei took a leg to auto parts and entertainment, they also entered the hotel supplies market and extended the brand image.
Business News Viewpoint: With the positioning of the popular market, Jiahe Jiamei has created a world in the home furnishing industry, but it has not been lying on the credit book, but through diversified thinking, it has been involved in other fields such as catering, entertainment, auto parts, etc. A new "blue ocean". This time entering the hotel supplies market, the fancy is the correlation between home and hotel supplies and the unlimited business opportunities in the development of the hotel industry.
Event 7: Furniture Direct Plaza opened in Beijing
Brand development protagonist: Ou Hua Shangmei
There is no brand name in the store, the product only shows the brand, material, product, price and other information on the label. On September 13, Ouhua Shangmei opened its first furniture direct sales plaza in Beijing, with a business area of ​​14,000 square meters. Since it does not include the rent of the merchants, it only withdraws the rebates from the sales. This furniture direct sales model has made more than 200 merchants become the first partners of Ouhua Shangmei.
Business News Viewpoint: The square does not pay rent, which means that the operating cost of the product is reduced. It is reflected in the terminal sales, which is the retail price reduction, which is very difficult for consumers. Catering to the needs of consumers, the prospects of Ouhua Shangmei Direct Plaza are expected.
Event 8: Flooring companies open the closet wardrobe
Brand development protagonist: nature floor
On July 8th, at the 13th Construction Expo, the nature floor was grandly presented with a large booth of several hundred square meters. Unlike previous display flooring products, this nature floor displays a wardrobe called "Windsor" and a wooden door called "Desenburg". Taking advantage of the opportunity of the exhibition, Nature Floor announced that it has officially entered the field of cabinets, wardrobes and wooden doors, and launched nationwide investment promotion.
Business News Viewpoint: After listing in Hong Kong in May, after more than HK$1.1 billion in financing, the natural flooring began to diversify. From the flooring industry to the wardrobe and cabinet industry, although the span is relatively large, it is related to wood, and it is also close to the old line. A brand new “Nature Home†brand image has therefore leapt into people’s horizons.
Event 9: Furniture companies test water commercial retail
Brand development protagonist: Top 100 furniture
On September 29th, with the official opening of the Top 100 Home International Pavilion, which brought together more than 10 European top-of-the-line home brand products, Top 100 Furniture announced its official entry into the commercial retail sector. Like the shopping malls, the products are very rich, including the top 100 “Oufulai†and “Black Forest†series, as well as VOGLAUER, THIELEMEYER, HARTMANN and other brands imported from Europe, which are displayed according to style and product series. The top 100 furniture that has been producing has blew the horn of the commercial retail.
Business News Viewpoint: From professional furniture brands to commercial brands with diverse products and rich formats, the transformation of the top 100 is an attempt to innovate and operate furniture companies that are bigger and stronger. Because "it is really German", the top 100 furniture left a "professional" impression on people, which laid a good foundation for the top 100 to build a commercial brand.
Event 10: Home improvement company built digital hall to sell furniture
Brand development protagonist: industry peak decoration
There is no furniture, only 20 electronic touch screens, but the furniture is still sold here, and the number of first-line furniture brands exceeds 20. This is the “Furniture Digital Hall†established by the industry peak. On July 22nd, the “Furniture Digital Hall†staged a debut in the “Fenggehuiâ€, the peak of the industry. Consumers only need to pre-select online and print the list of selected products at the same time, and then they can purchase them at the furniture manufacturer's physical store. For the decoration of the peak of the industry, a certain amount of subsidy can be obtained when purchasing furniture in the digital hall.
Business newspaper point of view: home improvement company integration of wooden doors, cabinets, bathroom and other building materials brands are not new, selling furniture is the first time. Limited space, unlimited display, building a digital hall in the digital age, making it a new sales channel for the industry and furniture manufacturers, just like the furniture market, it also brings benefits to consumers. .
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