When the industry is in a cold winter, as a symbiotic coexistence of interest groups: stores, manufacturers and distributors should be "a group to slow down, a total of cold winter." However, the rent did not fall, but it continued to rise viciously, and the pace of expansion continued, as it continued to be frenzied. The contradiction between right and wrong is not alleviated, but it is intensifying. A "necessary revolution" is gradually "awakened" in such an atmosphere. The surviving sellers are undoubtedly the most eager for the furniture industry to carry out a necessary "revolution" group, and the potential underwater manufacturers and stores also need a necessary "revolution" to "wash their hearts." The “revolution†of the sellers The revolutionary soil: 1. A single channel, relying on the home market as the industrial structure of the survival platform, is destined to live the end of “sending the fenceâ€. The brand is the manufacturer, the platform is the channel supplier, and the seller has the risk of being “split†at any time. Between the manufacturer and the store, the biggest pressure comes from the store. First, the blind expansion of the store, a city with a per capita 1 square meter store has emerged, and it is still not allowed to "live" the seller. Perhaps the store will say that only in the more competitive market can the company's competitiveness be reflected, but the price of competition is borne by the manufacturers. “If China’s home stores are cut in half, consumers can still buy furniture, and they can buy better quality and cheaper furniture.†At the Sanya Home Presidents Forum in 2011, manufacturers represented the expansion of the artillery store. s. Second, the rents are rising, the rental cost has already accounted for 30% of the operating costs, and even higher. Jiang Hongyuan, president of the Zhejiang Furniture Association, clearly pointed out that the interests of the four parties in the furniture market have become unbalanced. The main reason is the furniture stores. Operating costs are high. For example, he said that in Beijing, the annual rent per square meter of furniture stores is more than 6,000 yuan, and the annual rent of furniture stores in Hangzhou is 1,500 yuan to 2,000 yuan per square meter. This price is enough for the building. According to the dealer representative: In the past, 200 square meters of storefront, the monthly rent is 20,000 yuan, the annual profit can reach 500,000 yuan; now 300 square meters of storefront, one month rent is 40,000 yuan, the annual profit is still 500,000 yuan. As a result, the investment burden of a large number of furniture dealers has increased, operating costs have increased, average profits have fallen, and even losses have occurred. Third, the contract is signed every year, and the terms of the renewal are never explicitly stated. That is to say, the location rent will not be rented to the original manufacturer next year, and the price increase is not proportional to increase, but random growth. There is a great unfair content in the treaty. In fact, signing and renting one year is not the key to the problem. The seller of the key one will spend hundreds of thousands of yuan on each decoration. With the average profit of the current industry, the decoration fee of several hundred thousand yuan can't be earned in three or five years, and even longer. 2, and the manufacturer is only the relationship between goods and money, do not give money without giving money, the money is not less than the goods. When the goods arrive and the error is made, the manufacturer is irresponsible. Even if the seller signs the goods, the manufacturer can not be responsible for the product quality problems. What is even more damn is that the seller's agent qualification can be revoked at any time. 3, from the challenges of the online world, furniture "touch" network and gradually eroding the market share, has become an indisputable fact, and the share of encroachment will be larger and larger, three or five years later, perhaps a strong trend. The root cause: Many factors lead to losses, and the loss situation can not be reversed, and long-term losses must be on the road of "revolution." Way out: independent stores, online stores; sellers open independent stores, transfer markets, seek new partners (new mode of store format), cooperate with home improvement companies, and so on. The revolution of the furniture manufacturer Revolutionary soil: 1. The cooperation relationship between the sellers is not strong, the manufacturers can change the sellers at will, and the sellers can also change the manufacturers at will. The cooperative mode of "polygamy" is destined to maintain relations only around "interests." Those who have no interest or "third party" will be more attracted and will part ways. 2, the store is bundled, the national home chain stores are rushing to expand, especially the geographically defective stores, directly bundled manufacturers. Entering such a store, there is only one ending: loss (most manufacturers). It is impossible for sellers to stick to this store, so in the end, only manufacturers can pay. Of course, only one or two such stores are not in the way, and unfortunately there are more and more stores of this type. For the manufacturers that are tied in, it is a "bottomless hole" that will never be filled! 3, passively take over the agent store, when the seller "supports" can't go down, it will directly "walk away" regardless of the consequences. But manufacturers can't do this. "You want the Beijing market, or the national market." This kind of intimidation is not uncommon. The more dealers withdraw from the store, the more shops they need to take over. This phenomenon has begun to spread. The root cause: As the saying goes, the child can't bear the wolf, and the manufacturer is "can't hold the wolf." Way out: Restructuring and seller relationship, agent and direct mode integration, re-selecting channels, building independent stores, and developing new channels together with sellers. The “revolution†of the home store History track: Looking back along the development track of the furniture industry, the “front store and the factory†took about ten years, and then the stalls-style stores began to sprout and grow into the mainstream mode of the market. It is also about ten years. In 2000, the store represented by the image of the store began to appear. The market stalls with stalls were quickly marginalized. This is a change in form, and there are structural changes behind the form. The original so-called store was not leased to the seller, but the product of the dealer. Later, the seller appeared and the store was upgraded to “Two Hostsâ€. Revolutionary soil: 1. Online shopping mall. Since last year, Taobao Mall has entered the furniture industry in an all-round way. In just one year, hundreds of furniture brands have settled in Taobao, and this year, the Love Peaks Beijing Experience Store opened. The domestic traditional portals began to enter the furniture e-commerce, the furniture brand of Jingdong Mall is rapidly increasing, and Sina has spent huge sums of money to establish an independent mall, and officially launched in July. The SouFun family locks in the positioning of the mall, and uses the resources of the whole network to promote, rumors that Eslite should also enter the furniture. This is a battle of e-commerce, the mall, Taobao Mall, Sina, SouFun Tianxia, ​​QQ Mall and other e-commerce giants are fighting across the board. When the furniture industry is worried about the channel situation of “close, stop, merge, and turn†this year, furniture e-commerce has triumphed all the way. The regulation of domestic first-line real estate allows investors to appear in abundance. The rigid demand is becoming more prominent. Faced with the pressure of high-priced loans, they are more inclined to cost-effective furniture on the Internet. This is the reason for the 500% increase in furniture e-commerce this year. 2, manufacturers independent stores, the cost of being bundled by the store has skyrocketed, the independent store has once again become the object of the manufacturers' consideration, and has established its own industry position through the independent store in Meikemeijia. Qumei's independent store also operates very well. Recently Red Apple Furniture also tested the “independent store†in Beijing. Independence stores have a lot of seedlings that come into being. The independent store of the manufacturer will be the beginning of the disintegration of the store once it is on the track. 3, the new mode of peers, differentiated and survived, in the situation of the national chain home store approaching step by step, the new cooperation mode between the store and the manufacturer has begun to sprout, whether it is the ownership mode of Chinese furniture CBD, or Yinchuan Le Cong family The joint venture model, or the “Joint Manufacturers Co-Building Store†organized by Shunde Furniture Association, has taken a substantial step towards changing the cooperation model between the furniture industry and the manufacturers. The root cause: the manufacturer "deviated". Where there is oppression, there will be resistance. The reversal of the “squeeze†and “deviation†of the manufacturers in the store is growing. As long as there is proper soil and timing, the deviation will become a destiny. Way out: Reconstruction of cooperation mode revolutionary signal: Wuhu Ouyada home "being shut down", Kunshan Red Star Macalline ups and downs caused conflict; manufacturers to softly resist the bundled store, "towing" tactics; Le Cong family, outside the city, Ouhua Shangmei and other direct sales models. The people who are interested in changing the status quo and seeking a way out have already taken steps. Whether it is a big step or a small step, it is an improvement for the furniture industry, even the fire of the stars that can poke the original. For the "revolution" of the business sector, it can be generally understood as "breaking the old and welcoming the new" and constantly eliminating the "backward" "productivity." A commercial revolution that should have been driven by consumers has already begun in the furniture industry. For the revolution in business, Peter Shengji describes it as a new collective possible awakening. Over time, everything will change, how society defines progress and development, how society is organized, how organizations operate, and so on. The industrial revolution is such a change, and so is the change that is beginning to happen in the world today.
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