Home textile stores look for change

"Double 11" online shopping carnival, home textile e-commerce can be said to have earned enough pity. However, the sale of home textile stores has become even more deserted. In the investigation, the reporter found that although some home textile stores had made a mark of price reduction promotion, consumers did not buy it. This made business owners feel "injured."

As we all know, as the raw material costs, labor costs, and store rentals continue to rise, brand franchisees' operating pressure is increasing. Today, e-commerce has had a huge impact on the original physical store business model. This has made franchisees' operations more difficult. They urgently need to change their business models to change their predicament.

Community store small and sophisticated "convenience store"

Take Wal-Mart and other retail supermarkets as an example. Today, the reform of international hypermarkets is centered on the concept of community services and community stores. Popular “thinweights” are stationed in the community to create small and sophisticated “convenience stores”. This undoubtedly represents a major development direction for the retail industry in the future.

In the interview, the reporter found that many home textile brand stores have also entered some living quarters. For example, Sanli Towel opened the first community demonstration store near Jinsong Bridge in Beijing. It is understood that there are large-scale mature communities such as Kowloon Garden (Nanjing Garden), Nongguangli, Huateng Park, and Fudun Center and Yiklong Business Office. The consumer groups are mature and stable, and the rental prices of the shops and the bustling area In comparison, it will save one or two thousand yuan per month. Sanli Towel stated that in the future, Jinsongdian will be used as a template to continue to open community-operated stores in Beijing to make it spread throughout Beijing's major urban areas.

Liu Tuo, a well-known marketing expert in home textiles, said: "In today's society, the community has long been not only a simple urban residential area, but an independent living area integrating business, medical care, education, and services. In the community (or street)

The business district, public service center, or convenience service area and the surrounding transportation thoroughfares and other densely populated areas open a community store to provide the mid-range home textile products that are necessary for everyday life, in line with the habits of residents of the neighborhood to purchase household daily necessities, and save time. Convenient, convenient and objective requirements, but also make up for the blank of the home textile industry terminal management. ”

Reporter's notes: As we all know, in the home textile industry, the number of second and third-tier brands is far higher than that of first-line brands. Under the circumstances that the financial strength and brand influence are less than those of first-line brands, the feasibility of second- and third-tier home textile brands entering a prosperous area is low and funds are available. Pressure is greater. Therefore, the home textile community store has more advantages for the growing second and third tier brands. If it is close to the user, it is suitable for the needs of residents. The community is a place where residents live together. The company manages mid-range home textiles with complete series, novel designs and reliable quality, which meets the daily needs of residents and the purchase requirements for home textiles. It is very promising.

At the same time, the home textile community store also has the characteristics of small investment, low risk, and more flexible operation. Home Textiles Community Store requires a small operating area and low storefront rental. It adopts a supermarket-style display and business structure, and has a low decoration cost. The “low-volume, multi-variety” product layout, fast turnover, and low inventory pressure can be based on actual sales. The situation adjusts the product in time, and the operation is more flexible.

Micromarket “Suning+Wal-Mart” model seems to have more competitive advantages than the single brand.

Following the opening of the “Green Nest” nation’s first professional home textile store on the sixth floor of the Nanjing Taiping Shopping Center in June this year, the second Green Nest home textile store in BHG Department Store on Matai Street in Nanjing officially opened on November 16th. As an attempter of the “micro-mart” sales model, Green Nest adopts the “Suning + Wal-Mart” model, which breaks the situation in which home textile terminals are dominated by specialty stores, direct stores, and store-in-shops.

The general manager of Nanjing Green Nest Home Textiles Co., Ltd. is Yun Qing, said: “The advantages of direct source goods procurement and global procurement, so that the price of the Green Nest is far lower than the price of similar products on the market.” According to reports, Green Nest adhere to “Suning + Wal-Mart "The business philosophy is that all brands buy out of business, sales staff are their own employees, consumers have the freedom to choose space. All branded products in the Green Nest specialty home textile store are taken directly from the source, eliminating the need for intermediate links, and removing the deduction points of the shopping malls. The profit-taking consumers are 10% to 30% cheaper than other similar shopping malls.

According to industry insiders, the extensive growth mode of "staking races" is changing in the terminal channels of home textiles, and the emergence of a professional integrated textile store represented by the Green Nest will become the new engine of growth in the home textile industry, bringing home textile retailing. Terminal channel new changes. In the eyes of Yunqing, in the future, the Green Nest professional home textile store will become the aircraft carrier of the home textile industry. "To buy electrical appliances, consumers will go to Suning. In the future, buyers will spin and consumers will come to Green Nest." Yun Qing said.

In fact, using the home textile store model to operate terminals, Green Nest is not the first one. Liu Tuo said: "Before it, there was a trial of the Plume and Blue Dream Hall of Fame, and Hua Huihui Home Textiles City. This type of terminal sales model was able to be replicated, mainly because of its large size and variety of brands. The advantages of such a strong ability to collect passengers, but relatively speaking, this channel model of the terminal operating costs, capital occupancy is relatively high, and requires a strong management level."

Reporter's notes: With the change of consumption patterns and the pressure of channel changes, professional integrated textile stores will become an important channel for future terminal sales, and the competitiveness of single-brand stores will gradually weaken.

In recent years, e-commerce has been able to develop rapidly, mainly because it can provide consumers with a convenient, fast and diverse shopping experience. With just a click of the mouse, there are tens of thousands of products to choose from. The sales model of a professional integrated textile store is precisely to present this “untouchable” shopping experience to consumers in a real form so that they can have a variety of choices and experience products Texture. At present, this channel model is still in its infancy, but it is certain that if powerful dealers can control channels, it will certainly bring about optimization and integration of channels, opening up new channels for the construction of home textile sales channels.