At present, China's home furnishing market is still in the stage of competition, and no one store can be a big player, and it has commanded the world in the country. After sorting out the distribution stores of the Chinese home furnishing industry, we found that they can be roughly summarized into the following categories: the red-star Macalline and the actual home as the representative, the siege-style store that takes the national expansion route; the exclusive high-end route represented by Hangzhou Sixth Space , And dominate the store in the local very strong side; represented by Shanghai Jianpeilong, a one-stop shop with five organs of design, decoration, furniture, building materials, soft decoration, and household appliances; and Baianju and Home Depot , A supermarket that operates in a supermarket model and advocates the DIY concept of decoration; and a local professional market that only operates a certain category, such as soft decoration, doors, lamps, etc., but it is unrivaled in the relevant category market. Stores ... In general, no matter which store type has its own characteristics and its own way of survival, it is worth studying and discussing carefully. Based on this, in May 2010, SouFun.com solemnly launched a series of national reports on "Win at the Terminal, Development Graph of Chinese Home Stores". We will link the nine major city sites in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Tianjin, Wuhan, Chongqing, and Chengdu, through series of interviews, in-depth reports, big talk home forums, special topics, etc., to the growth trajectory and future blueprint of various typical stores. Carry out an outline, and then systematically depict the overall development map of the Chinese home furnishing store! Stay tuned! SouFun's exclusive giant offer "Golden Key to Home Store Atlas": Sword Goes Off Golden Key International Furniture (Xianghe) Exhibition Center is located in Xianghe, the largest furniture distribution center and trading area in the north. It is a large-scale furniture chain enterprise engaged in the circulation of commodities. Information service is one of the leading commercial centers in the North with the largest scale, the most complete supporting facilities, the industry's most concentrated and the most powerful functions. Sitting on the Dragon Vessel Fengshui Treasure of Furniture Retail, it is 6 kilometers away from the Xianghe exit of the Beijing-Shenyang Expressway, 48 kilometers away from Beijing, and 60 kilometers away from Tianjin. It can be reached within one hour each way, and the transportation is very convenient. The golden key to the map of the home store "One-stop shopping" mode sits in the treasure of Xianghe According to Tan Hailiang, chairman of Golden Key Home Furnishing, Golden Key International Furniture (Xianghe) Exhibition Center is an enterprise that has fully introduced the "one-stop shopping" model. The types of business include brand furniture, household goods, fashion fabrics, bedding, home accessories and other series, which fully meet the consumer demand for one-stop shopping and adapt to the trend of modern consumer development. It is reported that the Xianghe Golden Key before the reconstruction is already the most high-end home store in Xianghe Furniture City. At that time, as soon as people mentioned the Xianghe Furniture City, they naturally thought of the Golden Key as if it had become a landmark of Xianghe, a business card Because of its complete range of products, the grade is the most high-end in Xianghe, and at the same time it is a brand that our people can afford. Da Laoyuan came to Xianghe, and he was assured of consumption at that time, so as soon as he arrived in Xianghe, he went straight to the gold key. On January 11, 2009, Xianghe Furniture City Golden Key Exhibition Center undertook a high-profile reconstruction project. After the Spring Festival in 2009, the Golden Key project was in full swing, with a comprehensive upgrade from the inside out. After five or six months of reconstruction, it was finally renewed in early September. Now when I walk into the Golden Key, I can clearly feel the splendor and beauty of the gold and green. The business area has increased from the original 120,000 square meters to 180,000 square meters, and various consumption levels of high, middle and low should be gathered. Tan Hailiang, Chairman of Golden Key Home Home factory direct sales fully enhance the competitiveness of the store Golden Key Home Furnishing Market not only has a large operating area, but also fully reduces the market price of similar products in the "home factory direct sales" mode, so that the store has a price advantage in market competition. Tan Hailiang, chairman of Golden Key Home, said that Golden Key has not yet felt the pressure and can only do better with competition. Xianghe ’s current average rent is 50 yuan, compared with 200 yuan in Beijing, which is several times different. Many merchants are very expensive to make flagship stores, so many merchants still choose the flagship store in Xianghe. Our golden key store has always been positioned at the mid-range and high-end, with the mid-level brand on the first floor and the big international brands on the second floor. My way of business is factory outlets, because this way will give us a strong advantage in terms of price. Optimistic about the prospects for the development of the home furnishing industry in 2010 Tan Hailiang, chairman of Golden Key Home Furnishing, said in an interview with SouFun Home.com that some mid-to-high-end brands in the first half of 2010 have been impacted to a certain extent, and the decline is more obvious. In view of this situation, Golden Key is constantly observing the market and doing discussions with merchants to overcome difficulties, strive for more advertising promotion, and provide better preferential measures for customers who come to shop. Since the golden key is sold by the factory, the price advantage is obvious. From the aspect of expansion, Tan Hailiang revealed that "we are also constantly looking for the possibility of nationwide expansion. If there is a suitable opportunity, we will also carry out the next expansion plan. We are promoting manufacturers to settle in by direct sales. Our next headquarters will also operate according to this situation. Use cheaper rents, larger display locations, and longer rental time to attract merchants. "It is reported that the expansion plan of Golden Key is already in the demonstration stage. Before the end of the year, there will be a clear plan, which will be dedicated to building a flagship store for home brands. The following is the interview record >>> Guest: Tan Hailiang, Chairman of Golden Key Home Furnishings Time: Friday, June 11, 2010 Location: No.1 Studio, Soufang Home Network Host: Wang Lijun Real estate policies frequently drop sales of home stores by 30% [Soufang Home] Hello everyone, the guest who came to the SouFun elite interview today is Mr. Tan Hailiang, Chairman of Golden Key Home, Hello Mr. Tan! [Tan Hailiang] Everyone on SouFun is friendly. [Soufun.com] Mr. Tan, the new policy of the property market was frequently introduced in the first half of 2010, and caused extensive discussions in the downstream home furnishing industry. As the leader of a national home furnishing market leader, please let us predict the real estate new policy may give What is the impact of the property market itself? [Tan Hailiang] The policy of the real estate market is constantly deepening, which has also had a certain impact on the entire home furnishing industry. From the perspective of downstream industries, it has been affected, especially since May 1st, many stores have dropped by 30% to 40%, and it is a general recession. I think that house prices may enter a more rational stage in August and September, and our sales will also enter a stable stage. If affordable housing and some rental housing can enter the market as planned, the home market may usher in better market expectations. Once the real estate market returns to rationality, it should immediately bring the home furnishing industry into a steady recovery. I am still optimistic about the trend and overall changes in the real estate market in the second half of this year. [Soufun.com] The off-season of household consumption is also coming. Many home stores are reviewing the situation. How do you think the real estate new deal will affect the home industry? What opportunities and challenges will the New Deal bring to the Golden Key? [Tan Hailiang] We believe that house prices will not fall further, or the fall will not be too large, and the future trend of the home market is still very clear. We are currently based in Xianghe, and also the earliest home store to enter Xianghe, with a strong foundation. We hope to build a distribution center for northern home furnishing. We believe that the sales of northern home furnishing will be settled in Xianghe in the future. Now our next step is to build a northern home furnishing headquarters, and build all flagship brands at home and abroad in Xianghe. The former model of store and factory operation, including logistics, must be further improved. We are communicating with many big manufacturers to build a large logistics system in Xianghe. Our next step is to make it bigger and stronger in Xianghe. All products can be purchased in one stop. We feel that the business opportunities here are still very promising and there is a lot of room for development. [Soufang Home] Xianghe stores are increasing day by day. In the face of many national stores, do you think Golden Key has felt the pressure of competition? What do you think is the competitive advantage of Golden Key? [Tan Hailiang] I think we have n’t felt the pressure yet, and we can do better with competition. Xianghe ’s current average rent is 50 yuan, compared with 200 yuan in Beijing, which is several times different. Many merchants are very expensive to make flagship stores, so many merchants still choose the flagship store in Xianghe. Our golden key store has always been positioned at the mid-range and high-end, with the mid-level brand on the first floor and the big international brands on the second floor. My way of business is factory outlets, because this way will give us a strong advantage in terms of price. [Soufang Home.net] At present, many domestic chain stores have entered a stage of rapid expansion, how do you view this phenomenon? Especially for the Beijing market, does Golden Key have its own plan? [Tan Hailiang] Xianghe is very close to Beijing. If we expand, we should not choose the Beijing market. We will choose the second and third tier markets in the outer port. For example, Tianjin, we are still very interested in him. Because the real estate market has been relatively optimistic in the past few years, many home stores have opened stores very frequently in recent years, but the pressure on many stores in the past few years has been "bad". For our golden key, we must vigorously make furniture in this field. I think the next step is to further improve the home store, especially in terms of area and professionalism. If there is anything in a store, the positioning is not specific, and the competitiveness is washed away. From the point of view of the operation of the home store, not every place in the store is a golden position, and the changes of businesses are relatively frequent. In response to this situation, we are prepared to attract some merchants to buy shares, and the rental of the store also has his shares in it. After the manufacturer invests, it will also stimulate him to put the best products into the store. Many manufacturers are willing to cooperate with the circulation industry to carry out a long-term strategic cooperation. From the aspect of expansion, we are also constantly looking for the possibility of nationwide expansion. If there is a suitable opportunity, we will also carry out the next expansion plan. We are pushing manufacturers to settle in by direct sales, and our next headquarters will also operate according to this situation. Use cheaper rents, larger display locations, and longer rental times to attract businesses. We are already in the demonstration stage, there will be a clear plan before the end of the year, dedicated to building the brand's flagship store. [Soufang Home] We just talked about the performance of the real estate market and the home market, so how did the Golden Key market perform in the first half of 2010? What is the situation in terms of turnover? [Tan Hailiang] According to our preliminary understanding, the brands above mid-range and high-end have suffered a certain impact, and the decline is obvious. Other mid- to low-end merchants, mainly wholesalers, did not feel the changes in the market. In view of this situation, we are constantly observing the market and discussing with merchants to overcome difficulties. We are also constantly striving for more advertising and promotion to provide better discounts for customers who come to shop. Since we are factory direct sales, our price advantage is also obvious. [Soufang Home] Are you optimistic about the market forecast for the second half of the year? [Tan Hailiang] After three months of adjustment, the real estate market will enter a stable stage, and then it will enter a stage of concentrated consumption. We are still confident in the second half of the year. It is very likely that there will be a clear rise after August. We plan to increase this year compared to last year. [Soufang Home Network] Soufang Home Network will also always pay attention to the future development of Golden Key, and look forward to our early realization of development goals. Thank you Mr. Tan for accepting our interview. [Tan Hailiang] Okay, thank you very much! For more furniture information , go to http://news.gojiaju.com/ The COVID-1 box of 9 common methods and rapid runny nose detection reagents are used for detection, the purpose is to determine the symptoms of SARS-CoV-2 infection simply and quickly, and it can sensitively determine the detection method of early infected people, which can be used for detection.
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Basing on Xianghe to become bigger and stronger, the "factory outlet model" becomes a competitive advantage
Happy to see the prospects of the home market is expected to pick up quickly in the second half of the year
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Golden Key Tan Hailiang: "Factory direct sales model" to create a northern home distribution center "