'Chen Baoguo's: Renovating the house only on the home of the house, now it is empty talk
July 24 this year is the first anniversary of the Beijing home furnishing predator's home in Hangzhou. This is a good day to make promotional articles through the anniversary celebration. However, at this time, the Hangzhou store has made the decision to withdraw all the building materials and furniture brands and adjust the operation behind closed doors. The industry is in a state of sorrow, some snickers, some swearing...
Is the closing shop an adjustment or an exit?
It is understood that the actual home from July 6 to inform the merchants as of the end of July, the audience more than 110 merchants have basically withdrawn. Yesterday, when the reporter visited the home of the real estate, I found that the home of the house was closed. According to the security guard, in August, the home of Hangzhou Fengqi Road will be closed for a period of time. As for when to reopen, they also said It is not clear that the relevant personnel of the store said that they would wait for the next step of adjusting the business direction of the group headquarters.
Not long ago, Li Zhanfeng, the head of the Fengqi Road store in Hangzhou, said in an interview with the media that the business adjustment is only temporary, and the market management and after-sales team will not leave. Actually, the home must continue to open up the market in Hangzhou. However, according to the adjustment of the Group's strategy, Hangzhou Fengqi Road Store will definitely change its business category and will not continue to be a furniture mall. As for the form to be changed, whether it is a household category, Mr. Li said that he did not know for the time being.
In addition, Li Zhanfeng also said that although the operation adjustment was carried out according to the group order, Hangzhou Real Home Business Management Co., Ltd. still exists, the company will still retain a professional after-sales service team, and continue to fulfill the after-sales service commitment of the actual home. .
However, at the same time, many merchants are complaining. A merchant who did not want to be named said that the news that the store was going to be closed was only known a few days ago. The products in large quantities of stock did not have time to be processed at a low price, and the return loss of the previous customers was not compensated. I have already faced bankruptcy. Like the merchant, many merchants have not yet reached an agreement with the actual home on the withdrawal of compensation. The merchants said that according to incomplete estimates, each of them lost at least 300,000. As for how to compensate the actual home did not give any reply.
　
　　 Detailed number: the home store that has been evacuated from Hangzhou in recent years
In fact, the closing of the "home of the real estate" is not a case this year. Since May 6 this year, the old-fashioned home furnishing market in Hangzhou, which has been in operation for 12 years, has been closed on the 1-3rd floor of Heping Furniture (the 3rd floor of the mahogany furniture district continues Business) On May 12, more than 100 merchants in the entire market were all removed. At this point, a long-established Hangzhou home store that has been in business for many years was eliminated in the competition.
Let's review the home furnishing store in Hangzhou in recent years. In 2007, the home of Meiting, a good home in Shenzhen, settled in Hangzhou. Although we are optimistic about the development trend of Qianjiang New City, its high-end positioning and the surrounding gap have never been up. The management was not good, and after the closing of the store in 2009, it was changed to a relatively good-looking Shenzhen home with a hundred-year-old home. However, the business still did not improve, and it left in 2010.
In 2002, when he came to Hangzhou, he had caused panic in the industry. The international home improvement giant Bianju, known as the "wolf came", had been operating in Hangzhou for seven years. Due to its huge "loss" in 2009, it announced the closure of the store, Hangzhou three The store faces “slimmingâ€. After that, although there are still two stores that are still standing upright, they have never seen their "male posture" abroad, and they survived in the state of "half dead and not live" in Hangzhou.
In addition, the predecessor of the actual home store, Hangzhou "Tianxinglong" Home Expo Center opened only one year in 2009...
　
　　 The reshuffle of the store is coming, who will be the next evacuation?
“Locating an accurate brand store has more vitality and competitive advantages. It is not a good thing to pursue the scale and expansion speed of the store.†Chen Zhimin, secretary-general of the Home Improvement Committee of Hangzhou Building and Decoration Industry Association, said, “The exit of 'The House of Reality’ may have It is also an indisputable fact that the Hangzhou market is not fully estimated and the positioning lacks differentiation. However, it is an indisputable fact that Hangzhou home stores have reached saturation."
At present, the more mature home improvement home market in Hangzhou is basically distributed in Gudun Road in the northwest, Daguan, Shiqiao in the north of the city, the sub-urban area in Linping, Qiutao Road in the east, Xiasha Fort in the south, and the metropolis in the south of the river.
From last year to this year, the newly opened or planned home market includes the Times Home Life Plaza Qianjiang New City Store and the New Century Fashion Furniture Pavilion of nearly 60,000 square meters, Red Star Macalline Jinmao Plaza, Yuexing Home, Real Home, Ouyada The second phase, the sixth space metropolitan second-phase building materials project, and the Hengda building materials market reconstruction project, etc., more than 10, including "Red Star Macalline" plans to add four or five markets in Hangzhou in the future.
In 2007, Sohu Home once worked with the Hangzhou Building Decoration Industry Association to make a summit forum on the development trend of Hangzhou building materials home stores. At that time, there was a statistic. At that time, Hangzhou Building Materials Home Market covers an area of ​​1.36 million square meters (excluding pure furniture stores) and is expected to exceed 3 million square meters by 2010. "In fact, this data has already surpassed," Secretary Chen said. "Under such a large volume, it is the shrinking of the Hangzhou property market, coupled with the diversified development of consumer decoration materials, especially the rise of e-commerce. This is really a tough test for a large number of physical stores."
Who is the next "home"? We wait and see what happens.
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