At noon on June 10, Xiao Bian saw in a furniture store in Shuangliu that there was no consumer or shopping guide in the large exhibition hall. Has the unmanned sales model been introduced to the furniture store? Later, people familiar with the matter told reporters that due to the poor sales of the storefront and the difficulty in renting, the store had to place some furniture products in it to give people the illusion of full rent.

On June 11th, when the reporter came to a large furniture store in Xindu, the words “factory wholesale price” and “clearance clearance” were greeted from time to time. However, after visiting the circle, the reporter found that there are only a handful of consumers who come to buy furniture. Also in Xindu, there are not many shops that sell in a furniture store, and many of them are vacant.

“We have been used to it!” When talking about the business of the Dragon Boat Festival, Mr. Li, the head of a furniture store brand in Xindu, told the reporter, “Although the store promised to reduce the rent within a certain period of time, you can’t see the business. By the end of the rent-free period, many businesses will be withdrawn.” Even at the Dragon Boat Festival, why are some furniture stores still so deserted? The more the stores are opened, the more complaints consumers have when buying furniture. The disorderly expansion of furniture stores in recent years may be one of the incentives.

Rough expansion of the store is homogenized seriously

Xiaobian learned that in recent years, due to factors such as restricted purchases of commercial housing, sluggish stock markets, and narrow investment channels, many funds have entered the furniture store. According to statistics, only a certain furniture industry park in Xindu has an area of ​​about 6 million square meters, which far exceeds the total area of ​​German furniture stores (5 million square meters). However, the furniture store with an area of ​​one million square meters is not only found in Xindu, but also in Shuangliu and Qingbaijiang (microblogging). The budget of the industry, plus the furniture stores that have been and are under construction and planned, the total volume of Chengdu furniture stores will reach 2000-30 million square meters in the next few years.

After visiting some newly opened furniture stores, the reporters found that these stores seemed to be more than the size of the people. The positioning between the stores was similar, and the homogenization was very serious. “Investors and developers in some furniture stores in Chengdu lack recognition of industry value and public value. Due to their rough expansion and short-sightedness, they will lay a lot of hidden dangers and consequences for the industry.” Industry insiders worry, “in the absence of core competition At the same time of force and characteristics, homogenization has caused more troubles and troubles for consumers when choosing furniture."

The sound of chicken feathers closes one after another.

Industry insiders told Xiaobian: "It may be based on a kind of self-confidence, those furniture stores that have entered the road of expansion, always want to grab the opponent's market share. But because this power struggle is not caused by market demand, The more expansion, the result is that the market is over-supplied, which directly leads to a serious over-selling of the store. You enjoy international, Oriental home, Jiufeng International, R&F Mercure... These years, the home store has closed down one after another."

In this barbaric expansion war, in addition to the furniture store itself, there are many consumers and many businesses and brands.

Xiaobian learned that at the beginning of 2011, under the temptation of “free renting”, Mr. Deng chose a newly opened new store called “Chengdu Downtown Prosperous Business Circle Home CBD”. But what he didn't expect was that the exhibition hall had just been renovated, the samples had been laid, and the store required the merchants to withdraw from the venue. This Chengdu CBD, a prosperous business circle, decided to transform and no longer sell furniture due to operational difficulties. Mr. Deng not only lost After several hundred thousand yuan of renovation costs, the agency rights were also recovered by the headquarters, and also lost a penalty, because he failed to open on time.

Xiao Bian learned that due to the ups and downs of furniture stores in these years, Mr. Deng’s story continues to be staged. Mr. Deng said helplessly: "With the fall of a home market, while they fell, the lessons left to the industry did not seem to pay attention."

Forced to change the industry self-help by innovation

Many people say that the economic downturn and the restriction on property purchases are the main reasons for the light and unsuccessful business of furniture stores. After investigating the furniture consumers and combining the development track and mode of the current Chengdu furniture store, the reporter found that the follow-up expansion of furniture stores, simple replication, vicious competition, lack of innovation, is the main cause of some furniture stores in trouble. the reason. The economic downturn and real estate purchases are just the last straw to crush them.

Many furniture store owners have issued the same sigh, and today, without leaving home, they can complete shopping. However, Chengdu furniture stores lack innovation and inertia. When other industries are seeking breakthroughs, furniture stores are following the trend: repairing a store, putting on furniture, making promotions, waiting for customers to come to the door... The transformation and innovation of Chengdu furniture stores is the slowest, far behind other industries. Therefore, when consumer subjects and consumption habits change, and external conditions such as marketing model subversion overlap, many stores become unresponsive and can only sit still.

According to industry insiders, in the context of changing business models and marketing models, Chengdu furniture stores are unlikely to be independent. Rough expansion and simple reproduction will inevitably lead to a disconnect between the store and the market, causing consumer dissatisfaction. On the other hand, the oversupply of stores, the decline in sales per unit area of ​​the store, and the withdrawal of dealers will force industry innovation and change. Only traditional furniture stores can save themselves.

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