In recent years, more and more home building materials brands are no longer satisfied with the narrow space of the home store, the scarce flow of people and the strong shopping atmosphere, but began to enter the large shopping malls such as Wanda Plaza, vying for more front-end customers. For home building materials brands that focus on the shopping experience, in a depressed market environment, entering a shopping mall may ease some of the difficulties, but does this exploration of new channels mean that home building materials brands will be far from traditional stores?
The trend of home brands entering the shopping center is entering the Guangzhou Baiyun Wanda Plaza. Among the many department store brands, the storefront of Shangpin Home is particularly eye-catching. You will find that this place is not a place to directly sell furniture. Customers come in and out at random, take a look, ask, and eat snacks and coffee by the way. It is better to say that it is leisure. In fact, the Wanda store of Shangpin's home is far more than this one. As early as the beginning of its establishment, Shangpin's home delivery has established a model for opening a store in a shopping center. At present, it has more than 800 stores across the country, and has reached more than 60 Wanda Plaza. It is understood that Shangpin Home is located in the shopping mall's home customization experience hall, which is different from the traditionally defined home pavilion. It is an interactive business model of “home customization + free design + one-stop experienceâ€. Stationary 3C home customization interactive experience.
In the Wanda store, the Shangpin home is not a case. For example, Linshi Wood, a furniture e-commerce brand that opened an independent store, did not enter the home store. This year, it also opened its O2O offline experience hall into Nanning Anji Wanda Plaza. There are also Sophia, Qumei, etc. have been stationed in Wanda Plaza across the country. Obviously, the new concept home living museum has become an indispensable part of many top shopping malls in planning the format. It has become a trend for home brands to enter the large shopping malls such as Wanda.
The limitations of traditional home stores are too big. Buying home building materials to home stores seems to have become a consensus. Going to the department store to buy home building materials dates back 20 years, when there were few home stores, quite immature. Later, due to the high operating costs of the mall, the home brand was “forced†to be separated from it and enter the home market. Nowadays, there are many home stores, most of which can be purchased in one stop. Why do home brands have to return to the mall? Ma Canxing, deputy general manager of Linshi Wood, said bluntly: "We are looking at the passenger flow of Wanda Plaza. Home products have become a part of people's lives. There are many more people visiting the mall than those who visit the home market, and a large part of them have household needs."
In addition, the traditional home store is too restrictive. It starts to fight at 5:30 in the afternoon. The effective business hours are too short. Many white-collar workers with spending power have time to go shopping after work. Shopping centers are often open until 9-10 pm, which provides consumers with enough time to experience the home. Ma Canxing said that Lin's wood industry has already entered Wanda Plaza in Anji, Nanning, and will be open until 10 pm, which will make it easier for us to do interactive marketing activities and enhance opportunities for contact with customers.
Stores and shopping malls will coexist in the brand store. In fact, only the channels, the home store itself is aware of their own problems, is exploring the path of upgrading and transformation. However, due to the direct impact of the residential market, the operating conditions of home stores have been in a "passive" state.
BHI shows that the national building materials home boom index (BHI) was 107.15 in June this year, down 3.58 points month on month and up 7.83 points year on year. The sales of household building materials above designated size in the country was 106.78 billion yuan in June, a decrease of 3.85% from the previous month and an increase of 16.34% year-on-year. Qin Zhanxue, executive vice president of China Building Materials Circulation Association, pointed out that due to the direct impact of the national real estate market, the national building materials and home furnishing market has also recovered in the first half of the year, but the national building materials and home furnishing market has not yet reached a blindly optimistic level. Accelerating transformation and upgrading is the key to enterprise survival. .
Compared with home stores, large shopping centers are subject to fewer restrictions, mature business districts, crowded people, stable passenger flow, and multiple formats. Although these customers are not necessarily all target customers, they are good at branding and publicity. opportunity. The entry of a home brand into a shopping mall is not an escape from the store. It can only be said to be an attempt at multiple marketing channels. After all, home building materials are big items, consumers need to experience, traditional stores still have the need to exist, traditional home stores and shopping malls home building brand stores will coexist at the same time.
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