Yin Zhiwei, Deputy General Manager of Shijiazhuang Bowen Building Materials Co., Ltd.
The market will remain cold
[Reporter]: In the second half of 2011, Tianlong Babu, Beijing, Shanghai and other home furnishing stores, enterprises and dealers have been complaining because of market performance, especially the market performance of the sales terminal. What do you think of the overall performance of the Shijiazhuang home market this year? What are the regional characteristics?
[Yin Zhiwei]: There are several obvious features. First of all, due to restrictions on the purchase of real estate market and other restrictions, the home building materials market has a significant decline. Secondly, due to the rise of Shijiazhuang hardcover housing real estate.focus.cn, building materials retail channels are gradually shrinking, engineering channels are gradually expanding, marketing channels are more diversified. As far as Shijiazhuang's channel sales this year is concerned, engineering channel sales have gradually become saturated, the market is relatively stable, and the fluctuations are small. The small-scale construction sites are mainly used, and there are fewer large-scale hardcover buildings; retail channel sales have a significant occurrence in September this year. Changes, from January to September this year, the sales of home building materials did not have a peak season, and it was always in a steady rising sales trend. Sogou, during the traditional sales season of 6,7,8 three off-season, the performance did not have an obvious The decline, through the form of promotion can form a climax of purchase, which is closely related to the centralized delivery of this year's real estate.
However, after September, the performance of the entire market showed a significant decline. The performance of the entire market during the 11-year period was not comparable to that of previous years. For our four-dimensional bathroom, if there is no performance network for the first nine months. Super Girl, this year's full-year performance will be greatly affected. Our performance in September this year will have a stagnant effect on the full-year performance. If we calculate according to the previous year's performance, the overall performance of thinking for the whole year will never be It is this level of the present. In September, we also organized several large-scale events, hoping to pull the market, but the overall effect is general, many consumers are still holding money for purchase, this aspect is related to consumers' winter decoration concerns, on the other hand consumption The observer is also observing the overall trend of the market, go2map, so there will be a cold reaction in the market. This year, Shijiazhuang's overall home improvement market has undergone a significant decline in September. I expect that it will continue to decline until June next year. I personally think that the market situation in the first half of next year is not optimistic.
Shijiazhuang's home improvement market this year has no obvious regional characteristics. Except for Shijiazhuang, the overall market situation of the three regions of Xingtai, Handan and Baoding in September is also a relatively cold focus. The entire northern market faces a common low season. .
Increase in stores to accelerate brand elimination
[Reporter]: How will the red star Meikailong Fangbei Shopping Center and the home of the homes have their influence on the home market pattern of Shijiazhuang?
[Yin Zhiwei]: This year, the Red Star Meikailong Fangbei Shopping Center has settled in Shijiazhuang. In fact, the Red Star Meikailong stationed in Shijiazhuang can be traced back to 2007, that is, the current Red Star Macalline Peace Shopping Mall is stationed in Shijiazhuang Sogou, represented by Red Star Meikailong. The arrival of the national large-scale home furnishing chain brought fresh blood to the development of Shijiazhuang's home market, which led to the new type of store-style marketing. However, in 2007, Red Star Macalline can be said to be alone and indefinitely Competition in Shijiazhuang's own home market. With the development of the market, the competitive advantage of this large-scale home furnishing chain chain has gradually emerged. With the entry of the Red Star Macalline Fangbei Shopping Mall, the development direction of the Shijiazhuang Home Furnishing Market is also focused on the real estate network. It also shows that in addition to the Red Star Macalline The group values ​​the Shijiazhuang home market.
At the same time, the landing of the home of Shijiazhuang has made the home market in Shijiazhuang more complicated. The collision of the two major home chain businesses in the north will have a profound impact on the home market in Shijiazhuang. The integration of home brand business will continue to increase, and the market elimination rate will also be strengthened. At the same time, choosing the store port suitable for the development of its own brand is also a problem faced by major brands. In terms of four-dimensional, what changes will be made to the choice of the store next year? It is still unknown, but as far as market development is concerned, we will definitely make adjustments to those storefronts where market competitiveness is relatively poor.
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