New store sales under the upgrade of consumption

If you take stock of the hot spots that various industries are talking about now, "consumption upgrades" and "new retails" are doing what they want. Especially the consumption upgrade.

There are different opinions on how to understand the "consumption upgrade". Different industry people are from different angles and have their own interpretations. However, no matter what kind of definition, in general, the consumption pattern of Chinese home consumers, because of the rise of mobile Internet, the development of e-commerce, has undergone fundamental changes.

From the time axis, since the reform and opening up, Chinese companies have experienced the era of product sovereignty, the era of channel sovereignty, and the era of dual driving of brands and channels. Since the Internet, China has entered the era of consumption upgrading. The important feature of this era is that consumers have more information channels. With more abundant choices, they can more easily select products and follow their own quality consumption needs. Determine what suits you and what doesn't suit you. In order to cope with market competition, many companies are constantly caught in the predicament of oversupply of homogenized products. In the era when consumers are increasingly pursuing personalized consumption, each industry has found that product structure and marketing model adjustments must be made. It is.

The home industry is no exception, especially the home store is a window of direct contact with consumers, which can best reflect changes in consumption upgrades. What are the specific aspects of home shopping in embracing consumption upgrades?

Transforming from "big home" to "big consumption"

The transformation from “big home” to “big consumption” can be said to be the most obvious measure for home sales to embrace consumption upgrades. Actually, the home is a representative enterprise of the home interlocking store. After Alibaba, Yunfeng Fund and other shares, Wang Linpeng, the chairman of the home, repeatedly emphasized the goal of transforming from “big home” to “big consumption”. In fact, before this, the home of the past has already advanced to “big consumption”.

On April 29th, 2018, the one-stop shopping business project built by Lize Shop as the carrier of the Real House - the actual home experience MALL officially opened its doors.

As the first store of “big consumption”, the experience of Mall has not only realized the full coverage of furniture building materials, fresh supermarkets, catering theaters, children's entertainment, digital intelligence, physical fitness and home care, but also innovation in the business. In pursuit of refinement, many projects have become the leading changers of the big consumer line stores.

Such big breakthroughs and big innovations have also allowed the experience of Mall to achieve good performance in the exploration stage before the official opening. Actually, Tian Jiazhen, the general manager of Mall Experience, introduced the process of changing the home building materials store to the comprehensive experience of Mall. The company's performance in 2016 increased by more than 30% compared with 2015, and 2017 increased by 27% compared with 2016. It is also based on such achievements. Originally, it was only through the big consumption to defend the home of the main business, and then officially took big consumption as its own big future.

At present, the Real Estate Experience Mall project has been selectively replicated in stores across the country. In some places, the actual home has also upgraded the consumption to the height of the urban complex to develop.

For example, the Urumqi High-speed Railway Station in Xinjiang has launched an office building and an apartment. It will also create the first hotel with the theme of home IP, the hotel's home-like hotel.

Wang Linpeng announced the new goal of the home. Before 2027, the transformation and upgrading from “big home” to “big consumption” was completed. The number of physical stores exceeded 1200, and the annual sales (GMV) exceeded 200 billion yuan, becoming the first brand in China's consumer industry.

Cooperation with companies such as Alibaba and Yunfeng Fund has allowed the home to update, think and work on the home retail industry and the entire consumer circulation industry under the “big consumption” development strategy. This will really bring about tremendous changes to the industry and consumers.

There are many examples of companies that are transforming and upgrading their home stores from “big home” to “big consumption”.

For example, Beijing Lanjingli Home, established in 1997, is also the only home store in Beijing within the Third Ring Road. It has experienced three stages: professional market, brand shopping mall and home business complex. At the end of 2018, Lan Jingli's home was once again upgraded to become a commercial complex integrating home, ecology, health and intelligence. At the same time, the blue creation of the company's text creation has also gone out of its own characteristics. Among them, the Lai Jing Sunshine International Swimming Fitness Center, which was introduced by Lan Jingli, covers an area of ​​more than 3,500 square meters. It is a comprehensive high-end sports venue integrating swimming, fitness, dance, yoga and other fitness methods. In terms of intelligent construction, Lan Jingli has independently developed a new intelligent home business complex such as intelligent marketing platform, intelligent ordering system and intelligent patrol system. Bringing consumers a new experience of ecological, healthy and intelligent home life.

Another example is Beijing Lugou Bridge Jimei Shopping Center, with a construction area of ​​150,000 square meters. Jimei Home introduces catering, cinema, new energy car experience center, leisure, fitness, cultural travel, training, etc., and becomes a comprehensive commercial body with multiple formats. Jimei Home Lugou Bridge Store was also renamed as Jimei Plaza. This is another example of the transformation from “big home” to “big consumption”.

The store involves the field of home appliances

The store is involved in the field of home appliances, which is another measure of consumption upgrade. IKEA did it more than a decade ago. In 2002, IKEA Group and Whirlpool Corporation of the United States jointly developed home appliances and sold them at stores. In 2012, IKEA worked with TCL to develop a family of furniture designed for IKEA that combines a TV set, a wireless sound system and a built-in CD/DVD/Blu-ray player. However, this forward-looking layout is not as smooth. Today, IKEA China no longer sells TV sets, and the dishwashers developed by IKEA and Whirlpool have also withdrawn from the Chinese mainland market.

Insiders analyzed that the loss of IKEA is actually the lack of home improvement sector. To do electricity, you need to reserve holes, do brackets, and nest. Many actions must be started in the previous decoration design. If the foundation is not solid enough, the follow-up will be relatively difficult. This is why the custom-made home sellers are e-sports, and the IKEA stores have insufficient stamina.

At the end of July 2018, the House of Reality announced that it would create a 7,000-square-meter space seller in the North Fourth Ring Road. Many people believe that this is a signal release. It may even pose a strong threat to the two traditional home appliance giants, Gome and Suning. In fact, the North Fourth Ring store is not just involved in the field of home appliance sales. According to a group of data, the sales of the North Fourth Ring Store in the electrical quarter of 2016 was 165 million yuan, and in 2017 it reached 262 million yuan, an increase of more than 80%; in the first half of 2018, the home appliance stores in the country Sales of smart home products increased by 57% year-on-year, the highest among all categories.

Some of the high-end electrical brands in the main departments of the home, including SMEG, Ariston, TEKA, Grania, Weineng, Viessmann, Bosch, Siemens, AO Smith and other overseas brands, as well as Haier, Gree, Boss, Fang Tai, etc. Domestic first-line electrical appliance brand. Obviously, it can be seen that the home is actually on the high-end route. Gome and Suning are very different. Although there are many high-end brands, most of them are concentrated in the low-end. Whether or not the home is interested in playing games with Gome and Suning is not known. But we can clearly feel that the boundaries of home and home appliances are gradually disappearing.

Behind the changing mix of home appliances is the constant increase in consumption upgrades, and the gradual increase in consumer demand has spurred frequent moves in the entire home market.

For more information, please pay attention to the official website of Xianghe Furniture City http://