On the one hand, the vacancy rate of the store is rising, and on the other hand, the expansion of some strong stores can't stop. In recent years, with the weak development of real estate in the country, as the downstream industry of real estate, the home industry has also fallen into deep adjustment. Especially with the rapid development of e-commerce, businesses continue to explore the diversification of channels, and the home stores that have been hailed as the “lifeline of life†of home furnishing enterprises are facing a severe crisis of survival.
In the face of such a situation, how should the major home stores respond? In this regard, People's Network entered the Beijing home market and launched a series of reports on the “home store survival†survey. In this issue, I went to Liu Xinli, the general manager of Meilian Tiandi Building Materials Market Co., Ltd.
market
Store management "going down"
Founded in 2004, the United States Tiandi Building Materials Market is located in the east of Shilihe Bridge, East Third Ring Road, Chaoyang District, with a total construction area of ​​nearly 60,000 square meters and about 400 business locations. Main building materials, lighting, curtains. The store is divided into three floors, including the basic building materials city on the first floor, the professional lighting market on the second floor and the curtain fabric market on the third floor.
Since the opening of the store, the purpose of "the quality of white-collar workers, the price of the people". At the same time, the store strictly controls the quality, does not pursue luxury, and the operating cost is relatively moderate, so it has a price advantage.
In Liu Xinli’s words, “The United States and the World rely on 'popularization' to survive. In the building materials market, in the building materials street, it can be kept for ten years, and there are very few.â€
However, when talking about the current operation of the home store, Liu Xinli described it as "deteriorating."
As a well-known commercial street in Beijing, the Shilihe furniture and building materials market was once the first choice for Beijing city residents to install building materials. Nowadays, with the development of the home building materials market and the impact of e-commerce, the Shilihe Building Materials City has undergone an overall ups and downs.
“There are still a lot of people on Saturdays and Sundays, but there are really less money. It’s sold for 100,000 a month, and now there are three good achievements. It’s normal to lose money, and there are very few guarantees.â€
For reasons of increasing market pressure, Liu Xinli believes that it is influenced by many factors.
"From the 2008 Olympic Games, at that time, due to some problems in construction and construction, some places were shut down, affecting the operation of some home-building cities. In 2010, the real estate regulation and control policy was introduced, and everyone was warm together and basically okay. From the end of 2011 to the beginning of 2012, e-commerce and some large manufacturers are leaning in key cities and second- and third-tier cities. The building materials and home industry has been affected. This year, after 2008, it should be the lowest tide, especially in June and July. A depression."
For the expansion of some stores, Liu Xinli believes that this is a normal strategy. "When the enclosure movement is carried out under the circumstance."
However, for the home market, Liu Xinli said that he would still look at it with a normal heart: "I will not be pessimistic. If I am pessimistic, I will run. What will happen tomorrow? Tomorrow will be better."
response
"Learning internal strength" over the difficult
"The market is not good. We must cultivate the internal gas to resist the evil. The Chinese medicine says that the righteousness is not evil. If you train your body to be strong, the internal gas will not leak."
Talking about the response of the United States and the World to the "survival crisis" and future planning, Liu Xinli's answer is very pragmatic. In his eyes, what the United States and the world want to do is to train the internal strength and catch up with the times.
Specifically, Liu Xinli's approach is to change the situation, no matter how the situation changes, the marketing and activities of the United World are still doing step by step. He believes that by taking advantage of the bad market opportunities, they can find their own problems, strengthen management and services, and make up for the loopholes in their management.
"The people are relying on reality, who saves money, who gives him peace of mind, who he buys. The store is more than "comprehensive quality." Service is good, quality is good, after-sales is good, this is one." Liu Xinli said.
To this end, the United States and the world continue to make adjustments. In 2010, on the basis of the original management of the store, Midland World further strengthened the management of merchants, unified market price cards, and strictly controlled the market. In 2013, all merchants were required to wear uniform uniforms and wear badges in order to provide consumers with clearer guidelines and services.
In August of this year, in order to ensure the safety and convenience of consumers, Midland opened a centralized cash register to further enhance the image of the store.
In addition, for the impact of e-commerce on the store, Liu Xinli said that it must have an impact, but "if a market is divided by three people, it is three-point world, and one more, as long as you can stand, as long as you can survive, you will have it. A world."
As far as the United World is concerned, Liu Xinli said that he did not want to try e-commerce. "If everyone is interested, they are all trying. If they are mature, I will go in again. The United World has no intention of opening a store for the time being. As for expanding the enclosure, It’s the future.â€
â– Conversation
Shilihe Building Materials Street is related to people's livelihood
Reporter: There have been rumors in the recent past that the relocation of Shilihe Furniture and Building Materials Street has been included in the plan. Although the relevant departments have indicated that this information has not been released, does it need to be prepared as a store?
Liu Xinli: Shilihe Building Materials Street is related to people's livelihood and is a necessity in daily life. We are not facing North China. It is aimed at the people and units of Beijing high school and low-end, all of which are local. The audience of the batch and Dahongmen should be the North China region or even the Northwest. What should I do if I move to Hebei to go to Beijing for renovation? Therefore, from this perspective, the people in Beijing cannot leave the building materials market.
However, Building Materials Street is indeed facing the problem of upgrading and upgrading. The first and foremost thing is the transformation of the traffic, making it smooth. In short, the upgrade I agree, the transformation, I support. Banning, relocation, that is not in line with objective reality. Can not be without investigation and research, it is said that the Shilihe blockage is caused by the home building materials street.
Concentrate on unified cashiers and upgrade store image
Reporter: Many of Beijing's old furniture and building materials market in Shilihe Building Materials Street have been using the model of merchants and consumers to settle their own accounts. Why do you want to make a change in centralized cashier?
Liu Xinli: At present, the upper-level and upper-scale markets adopt centralized centralized cashier. From the merchant's point of view, centralized cashier also helps to prevent the economic losses caused by the purchaser to the business.
The United States and the United States concentrated on the cash register three years ago, and began to prepare in August this year. The current centralized cash register is not completely in accordance with the market. It is still in the trial period and there is no mandatory regulation. Because it is necessary to give the merchant a stage of adaptation, the time is ripe, it is one size fits all.
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