There is currently a new change in home furnishing stores. High-end and large chain stores occupy the mainstream of the market. Small and medium-sized, people-friendly stores are shrinking, especially in the first-tier cities. The acquisition of large-scale chain stores has led to a high-end and monopolistic development trend in the home furnishing market.
However, any healthy and normal market requires different grades, different brands, and different scales to jointly enrich and meet different consumer needs. If only large, high-end stores are left, it must be detrimental to consumer demand.
High-end chain home furnishing hypermarkets not only expanded rapidly across the country, but also acquired a large number of local home furnishing stores. Not long ago, Red Star Macalline announced that it had acquired a 46.5% stake in Ginza Home Furnishing, a medium-sized chain home furnishing store , by means of capital increase + equity acquisition.
It is reported that Ginza Home Furnishing is a relatively well-known chain home furnishing store in Shandong, with 12 stores in Shandong. However, in the face of the strong national chain giants, local small and medium chain brands are also difficult to parry. They are in a difficult situation in market competition of living room furniture manufacturers in china, and many can only choose to transfer and sell.
The market is always changing. Although companies must adapt to this dynamic change in order to survive, blindly chasing the wind can only backfire. Adapting to change must not lose one's self, and must not mess up the position, otherwise, if there is no precipitation, it will inevitably fall into a vicious cycle of periodic return to zero and will always do well, let alone do it.
In the past, it was possible because the competitors were very weak and the overall industry level was still low. Now the environment is completely different and there is no chance in the future.
The evolution and change of the home furnishing industry cannot be thought of in the middle without relying on both ends, but must be oriented towards the end demand target, which is not difficult to understand.
However, on the one hand, terminal needs vary from person to person, and on the other hand, they also change over time, and they change continuously rather than once and for all. Therefore, companies are often exhausted and thankless. You will always feel that you cannot keep up with the changes of the times. This is a prominent problem that exists in the industry. If companies do not break through, there will be no future.
This may seem difficult, but it is not unsolvable. The difficulty lies not in superficial logic, but in deep consciousness, in ingrained inertial thinking, in dealing with methods and techniques, invisibility and invisibility, in invisibility, in the way of thinking, and in philosophy. Literacy.
In the initial stage when a certain type of product has just entered the market, companies often use non-discriminatory marketing, that is, they believe that all customers are similar and provide the same products and solutions for all customers.
With the expansion of the influence of products in the market and the intensification of competition, the market has begun to be segmented, that is, to provide special channels and products for segmented groups of homogeneous customers.
The ultimate form of the market is customized marketing, which means that every customer is a market and special products and solutions are provided for each customer.
The first stage is a typical rigid thinking, furniture items and series are basically fixed; the second stage has a certain flexibility, but it is still rigid in nature; and the third stage may be rigid , It may also be flexible, but in the final analysis must be flexible, only flexibility can seamlessly match market demand.
There is no way out for rigid thinking at this last stage. Unfortunately, there are still many companies doing such silly things, such as: living room furniture manufacturers in china are now switching to custom mode, The boss told me that all the dimensions of each piece of furniture were agreed upon with each customer. This shocked me and was speechless for a minute. This kind of error even exists in some head customization companies, while in other head companies, they have gone over the road of homogenization, leading to weak terminal diversification performance and a taste of high production of panel furniture. After the sweetness of efficiency, inertial thinking is formed, which is obviously unacceptable and helpless for complex solid wood and sofas, because it has not learned to decompose.
The root cause of this problem is that they have not grasped the dialectical relationship between "change and unchanging", and have not established the most essential underlying logic, so they will be confused by appearances.