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Change has any effect, anyway, I believe â– Home Proposal Regardless of your dissatisfaction, "Transformers 3" confirms the great magic of "deformation". In fact, the repertoire of "deformation" has been staged in all walks of life, such as the recent deformation of the two major home stores, its content and effect may be more interesting than 3DIMAX.
Recently, Ouhua Shangmei Home announced that its direct sales plaza is expected to open on August 20th. The cheap direct sales model for rent-free merchants is very attractive to both manufacturers and consumers. The Xianghe Home, which is expected to open in November, is also global. Brand factory stores are selling points.
One old, one new and two new stores have all set their sights on direct sales, which is also a cause. The downturn in the overall market environment has put pressure on rental stores and dealers. In order to try to gain a limited market share, the home stores that sing for the merchants have to innovate at all times, using various whimsical marketing methods to attract business. Direct sales, even free of charge, also shows the store's determination to win in the market turmoil period.
As far as the current investigation of journalists is concerned, both well-known brands and emerging brands have expressed their support and expectation for this low-selling or rent-free direct selling model. After all, it can let the manufacturers reduce the pressure, improve sales and give back to consumers, why not?
However, there are also many people in the industry who are cautious and even questionable. In the eyes of these people, it is difficult to operate specific details such as factory product distribution and store cashier management. The word "direct sales" may just be a concept that sounds beautiful.
Although there are all things, it is beyond reproach that the spirit and courage of the store to seek new changes is worthy of admiration and encouragement. The current situation is unfavorable, the poor is changing, and the change is passed.
Even though this change cannot be as immediate as the car people in the movie, it is better than being in a harsh environment and being passive. It is still a long time since the opening of the two major stores, and whether the deformation can achieve the expected results will remain to be seen.
Selling direct sales makes consumers save money?
A few days ago, Ouhua Shangmei announced that it would build a home direct sales plaza in the Guangzhou-Guangzhou-Guangzhou-Guangzhou-Guangzhou store, and rent-free and low-priced direct sales became the biggest selling point. Previously, Xianghe Home International Home Plaza, which had just joined the home, also launched the banner of “Global Brand Factory Storeâ€, with its brand factory direct sales as its unique business advantage. From the traditional dealer rental market to the brand direct sales system, the business model of the home store seems to be quietly changing.
The "direct sales" model crosses the agent's current situation, and most of the home stores adopt the mode of dealers' occupancy and leasing operations. It is understood that the main source of income for the store under this model is the rent paid by the merchants. After the merchants are stationed, they need to decorate the exhibition hall at their own expense.
According to Shang Aiqun, general manager of Xianghe Home International Home Building Materials Plaza, the home store and the traditional store with direct sales mode are different. At present, the store is in the stage of attracting investment. It is expected that there will be nearly 500 merchants in the market, and it is hoped that 80% of the merchants in the store will be directly stationed by the factory, which will facilitate the direct communication between the store and the manufacturers and the integration of resources.
In contrast, the direct sales plaza that Ouhua Shangmei is about to launch is more worthy of attention. According to Guo Kui, general manager of Ouhua Shangmei International Home, all the products of more than 100 furniture brands that have been settled in the store have crossed the agents, dealers and other links and purchased directly from the manufacturers.
Manufacturers do not need to invest in renovation, management and operating expenses, only display, regularly change samples and supply according to orders, while sales, logistics, installation, after-sales service and other links are responsible for the store. "I hope that through this kind of experiment, the production enterprises will focus on production and let the channels become channels for professional smoothness."
The "spring" of small brands?
The reporter learned that in the two direct-selling stores that are about to open, in addition to brands like Yifeng, Ai Ruisi, Jianwei, and Columbine, more are brands that are unfamiliar to the industry and consumers.
According to Shang Aiqun, in addition to the introduction of well-known brands, the store has also set its sights on export-to-domestic enterprises in the coastal areas, as well as some furniture and building materials brands that are lacking in popularity but of excellent quality. In addition, the store also attracts local excellent companies through local furniture associations. Ouhua Shangmei Guo Kui also said that after the financial crisis and the regulation of the property market, many southern furniture enterprises that are forced to withdraw from the Beijing market due to the pressure of survival will also “return†with the direct sales model.
For consumers, the most concern is the price of the product, because in the same city, the same brand of the same brand will also maintain a consistent price. The owner of Xianghe Home and Ouhua Shangmei said that the manufacturer will provide a series of products that are different from other rental manufacturers and distributors for the store. Through such trans-dislocation operations, the same brand products in the same region can be avoided. Different prices guarantee a stable market order.
■Profit analysis has three plans to make money in three years: office operating expenses, advertising expenses, manual management fees, bus fees, etc. Revenue: Although the main ticket is the “global brand factory store†for factory direct sales, the home of Xianghe still uses the venue. Rent is the main source of income. According to the home of Xianghe, Shang Aiqun, since the store property is owned, it has a greater decision on the rent, especially the rent of tens of yuan per square meter per month, which is a price advantage for the merchant.
In addition, Shang Aiqun also said that the store promised to collect rents in the case of profitable manufacturers. If the manufacturer is not profitable for years, the store will make a profit. "We are prepared to not make money for three years. We expect to be the first year of losses, and the second and third years will be flat."
Expenditure: property depreciation expense, office operation cost, labor management fee, logistics and distribution cost, installation labor cost, after-sales service cost, etc.
Revenue: The difference in sales is due to the elimination of merchant rents. Ouhua Shangmei Direct Plaza uses the sales price difference as its source of income. The manufacturer supplies the cost price, and the store multiplies it by a reasonable markup rate. According to Ouhua Shangmei Guo Kui, the markup rate of different products is different, and it is roughly controlled within 1.5 times. After accounting, the final net profit of the store can be maintained within 3%.
The sales price difference becomes the source of income, and the sales performance becomes a key factor in determining the profitability of the store. The interests of the brand and the interests of the store are bundled together. Guo Kui said that the store will adjust the on-site products and brands in time to avoid unsalable products.
Viewpoints and low-end rents attract brands to settle in â— Wen Shiquan, the chairman of Yifeng Furniture chose to settle in the home of Xianghe Home, first because the store rent is very low, next to the store in East Fourth Ring, the rent is another furniture city About a quarter of this, this is equivalent to disguised water in disguise, the proportion is less than 10%. In the case that the overall market of the home industry is more severe, the store can provide a good display platform for the manufacturers, which is a very big temptation for the brand.
In addition, the store's requirements for profit are very low, and the return time is also set relatively long, so that it will not put too much pressure on the manufacturers. Due to the direct mode, in addition to selling the same products in other stores, manufacturers can also display and sell some newly developed products, as well as inventory and backlog products at a lower price.
Direct sales model is easy to manage â— Chen Xuesong, general manager of Beijing famous camel furniture Ou Hua Shangmei direct sales square This new model is a good opportunity for manufacturers, no rental, no store decoration, we only need to provide samples. If this model works smoothly, we will continue to follow the store.
In the Ouhua Shangmei direct sales square, our profit margin is about 15%. If you enter the rental home market, the factory direct profit margin is about 15% to 20%. Although the profit margins are almost the same, in the Ouhua Shangmei model, the manufacturers have less heart, lower costs, and easier control and management.
Factory direct sales have advantages and disadvantages â— Zhao Jianguo, Jimei Home President Factory Direct This kind of business has a long history, and it is not a new thing in the home industry. There are advantages and disadvantages to adopting this model. Its advantage is that the store directly grasps the whole process of the brand and other resources, greatly improves the efficiency from the market management, and the price advantage is also very significant.
However, this model also puts forward higher requirements for the management system of the store. It is necessary to have a strict division of labor, personnel follow-up, and process control to ensure the high-quality operation of the store and reduce the occurrence of leakage.
Factory stores may not have more advantages â— Liu Yang, the general manager of the factory outside the home improvement building materials trading center factory direct sales model, in the home industry, is only a concept. Most of the brands that use factory direct sales are purely local brands. If it is an imported brand, how can factory direct sales solve the problem of distribution in such a large-scale retail market? Not every factory can do it, so most factories still choose dealers.
Over the years, we have found that the home products sold by dealers are often supplemented by local furniture. For example, furniture brands in Guangdong, Sichuan, Hong Kong and other places adopt a dealership model, which is a supplement to Jingpai furniture. And because its factories and processes have been scaled up, its production, sales, and transportation costs are even lower than the production costs of local furniture companies in Beijing. I don't think that dealers have a disadvantage when they make a store than a factory.
Consumers say that since it is cheap, why not buy it?
â— Empty Valley Orchid, when users buy clothing, shoes and hats, they know that factory stores are cheaper than big stores. When buying digital products, they also find that direct stores are cheaper than dealers. Now I heard that the furniture store is also selling direct sales. If it can be as cheap as the propaganda, then why not buy it? However, expensive and cheap are subject to reference standards. If it is the same product, selling 1000 yuan in other homes, selling 800 yuan here, then the market is not chaotic? If it is a unique product here, then no matter how much money you sell, there is no way to compare it. How do we know if it is really affordable?
Price is not the only reason â— Yuan Ai Tao, 28 years old, bank staff said that factory direct sales are cheaper than dealers, how much cheaper it is, and how about the quality of these factories and brands? For example, those factories that export to domestic sales, the quality of products sold to domestic products and those supplied to foreign countries are the same? Product design content, process, environmental protection, after-sales service and other factors should be considered as factors in the purchase. The shopping environment and service level of the stores such as the Real House and Red Star Macalline are also very advanced. The first payment and no reason to return and exchange have been deeply rooted in the hearts of the people. The new model can not be paralyzed in service.
The direct selling model has high requirements for the store. â– Experts say â— Liu Chen, the Secretary General of the Beijing Branch of the Beijing Market Association, must take the best efforts to make consumers worry-free consumption regardless of the business model. For the same brand of the same brand, the price of any supplier is the same. In this case, the difference between the new store and the old store is revealed.
Old stores have a high added value after being repeatedly copied and chewed by consumers for a long time, and new stores do not have an advantage in this respect. If you want to achieve low prices, you must sell some products that are not seen by mainstream stores through translocation. If you take a back-selling store, you need a unified cash register, otherwise it will be easy to run the order. Therefore, the direct sales model also puts higher requirements on the management of the store.
Recently, Ouhua Shangmei Home announced that its direct sales plaza is expected to open on August 20th. The cheap direct sales model for rent-free merchants is very attractive to both manufacturers and consumers. The Xianghe Home, which is expected to open in November, is also global. Brand factory stores are selling points.
One old, one new and two new stores have all set their sights on direct sales, which is also a cause. The downturn in the overall market environment has put pressure on rental stores and dealers. In order to try to gain a limited market share, the home stores that sing for the merchants have to innovate at all times, using various whimsical marketing methods to attract business. Direct sales, even free of charge, also shows the store's determination to win in the market turmoil period.
As far as the current investigation of journalists is concerned, both well-known brands and emerging brands have expressed their support and expectation for this low-selling or rent-free direct selling model. After all, it can let the manufacturers reduce the pressure, improve sales and give back to consumers, why not?
However, there are also many people in the industry who are cautious and even questionable. In the eyes of these people, it is difficult to operate specific details such as factory product distribution and store cashier management. The word "direct sales" may just be a concept that sounds beautiful.
Although there are all things, it is beyond reproach that the spirit and courage of the store to seek new changes is worthy of admiration and encouragement. The current situation is unfavorable, the poor is changing, and the change is passed.
Even though this change cannot be as immediate as the car people in the movie, it is better than being in a harsh environment and being passive. It is still a long time since the opening of the two major stores, and whether the deformation can achieve the expected results will remain to be seen.
Selling direct sales makes consumers save money?
A few days ago, Ouhua Shangmei announced that it would build a home direct sales plaza in the Guangzhou-Guangzhou-Guangzhou-Guangzhou-Guangzhou store, and rent-free and low-priced direct sales became the biggest selling point. Previously, Xianghe Home International Home Plaza, which had just joined the home, also launched the banner of “Global Brand Factory Storeâ€, with its brand factory direct sales as its unique business advantage. From the traditional dealer rental market to the brand direct sales system, the business model of the home store seems to be quietly changing.
The "direct sales" model crosses the agent's current situation, and most of the home stores adopt the mode of dealers' occupancy and leasing operations. It is understood that the main source of income for the store under this model is the rent paid by the merchants. After the merchants are stationed, they need to decorate the exhibition hall at their own expense.
According to Shang Aiqun, general manager of Xianghe Home International Home Building Materials Plaza, the home store and the traditional store with direct sales mode are different. At present, the store is in the stage of attracting investment. It is expected that there will be nearly 500 merchants in the market, and it is hoped that 80% of the merchants in the store will be directly stationed by the factory, which will facilitate the direct communication between the store and the manufacturers and the integration of resources.
In contrast, the direct sales plaza that Ouhua Shangmei is about to launch is more worthy of attention. According to Guo Kui, general manager of Ouhua Shangmei International Home, all the products of more than 100 furniture brands that have been settled in the store have crossed the agents, dealers and other links and purchased directly from the manufacturers.
Manufacturers do not need to invest in renovation, management and operating expenses, only display, regularly change samples and supply according to orders, while sales, logistics, installation, after-sales service and other links are responsible for the store. "I hope that through this kind of experiment, the production enterprises will focus on production and let the channels become channels for professional smoothness."
The "spring" of small brands?
The reporter learned that in the two direct-selling stores that are about to open, in addition to brands like Yifeng, Ai Ruisi, Jianwei, and Columbine, more are brands that are unfamiliar to the industry and consumers.
According to Shang Aiqun, in addition to the introduction of well-known brands, the store has also set its sights on export-to-domestic enterprises in the coastal areas, as well as some furniture and building materials brands that are lacking in popularity but of excellent quality. In addition, the store also attracts local excellent companies through local furniture associations. Ouhua Shangmei Guo Kui also said that after the financial crisis and the regulation of the property market, many southern furniture enterprises that are forced to withdraw from the Beijing market due to the pressure of survival will also “return†with the direct sales model.
For consumers, the most concern is the price of the product, because in the same city, the same brand of the same brand will also maintain a consistent price. The owner of Xianghe Home and Ouhua Shangmei said that the manufacturer will provide a series of products that are different from other rental manufacturers and distributors for the store. Through such trans-dislocation operations, the same brand products in the same region can be avoided. Different prices guarantee a stable market order.
■Profit analysis has three plans to make money in three years: office operating expenses, advertising expenses, manual management fees, bus fees, etc. Revenue: Although the main ticket is the “global brand factory store†for factory direct sales, the home of Xianghe still uses the venue. Rent is the main source of income. According to the home of Xianghe, Shang Aiqun, since the store property is owned, it has a greater decision on the rent, especially the rent of tens of yuan per square meter per month, which is a price advantage for the merchant.
In addition, Shang Aiqun also said that the store promised to collect rents in the case of profitable manufacturers. If the manufacturer is not profitable for years, the store will make a profit. "We are prepared to not make money for three years. We expect to be the first year of losses, and the second and third years will be flat."
Expenditure: property depreciation expense, office operation cost, labor management fee, logistics and distribution cost, installation labor cost, after-sales service cost, etc.
Revenue: The difference in sales is due to the elimination of merchant rents. Ouhua Shangmei Direct Plaza uses the sales price difference as its source of income. The manufacturer supplies the cost price, and the store multiplies it by a reasonable markup rate. According to Ouhua Shangmei Guo Kui, the markup rate of different products is different, and it is roughly controlled within 1.5 times. After accounting, the final net profit of the store can be maintained within 3%.
The sales price difference becomes the source of income, and the sales performance becomes a key factor in determining the profitability of the store. The interests of the brand and the interests of the store are bundled together. Guo Kui said that the store will adjust the on-site products and brands in time to avoid unsalable products.
Viewpoints and low-end rents attract brands to settle in â— Wen Shiquan, the chairman of Yifeng Furniture chose to settle in the home of Xianghe Home, first because the store rent is very low, next to the store in East Fourth Ring, the rent is another furniture city About a quarter of this, this is equivalent to disguised water in disguise, the proportion is less than 10%. In the case that the overall market of the home industry is more severe, the store can provide a good display platform for the manufacturers, which is a very big temptation for the brand.
In addition, the store's requirements for profit are very low, and the return time is also set relatively long, so that it will not put too much pressure on the manufacturers. Due to the direct mode, in addition to selling the same products in other stores, manufacturers can also display and sell some newly developed products, as well as inventory and backlog products at a lower price.
Direct sales model is easy to manage â— Chen Xuesong, general manager of Beijing famous camel furniture Ou Hua Shangmei direct sales square This new model is a good opportunity for manufacturers, no rental, no store decoration, we only need to provide samples. If this model works smoothly, we will continue to follow the store.
In the Ouhua Shangmei direct sales square, our profit margin is about 15%. If you enter the rental home market, the factory direct profit margin is about 15% to 20%. Although the profit margins are almost the same, in the Ouhua Shangmei model, the manufacturers have less heart, lower costs, and easier control and management.
Factory direct sales have advantages and disadvantages â— Zhao Jianguo, Jimei Home President Factory Direct This kind of business has a long history, and it is not a new thing in the home industry. There are advantages and disadvantages to adopting this model. Its advantage is that the store directly grasps the whole process of the brand and other resources, greatly improves the efficiency from the market management, and the price advantage is also very significant.
However, this model also puts forward higher requirements for the management system of the store. It is necessary to have a strict division of labor, personnel follow-up, and process control to ensure the high-quality operation of the store and reduce the occurrence of leakage.
Factory stores may not have more advantages â— Liu Yang, the general manager of the factory outside the home improvement building materials trading center factory direct sales model, in the home industry, is only a concept. Most of the brands that use factory direct sales are purely local brands. If it is an imported brand, how can factory direct sales solve the problem of distribution in such a large-scale retail market? Not every factory can do it, so most factories still choose dealers.
Over the years, we have found that the home products sold by dealers are often supplemented by local furniture. For example, furniture brands in Guangdong, Sichuan, Hong Kong and other places adopt a dealership model, which is a supplement to Jingpai furniture. And because its factories and processes have been scaled up, its production, sales, and transportation costs are even lower than the production costs of local furniture companies in Beijing. I don't think that dealers have a disadvantage when they make a store than a factory.
Consumers say that since it is cheap, why not buy it?
â— Empty Valley Orchid, when users buy clothing, shoes and hats, they know that factory stores are cheaper than big stores. When buying digital products, they also find that direct stores are cheaper than dealers. Now I heard that the furniture store is also selling direct sales. If it can be as cheap as the propaganda, then why not buy it? However, expensive and cheap are subject to reference standards. If it is the same product, selling 1000 yuan in other homes, selling 800 yuan here, then the market is not chaotic? If it is a unique product here, then no matter how much money you sell, there is no way to compare it. How do we know if it is really affordable?
Price is not the only reason â— Yuan Ai Tao, 28 years old, bank staff said that factory direct sales are cheaper than dealers, how much cheaper it is, and how about the quality of these factories and brands? For example, those factories that export to domestic sales, the quality of products sold to domestic products and those supplied to foreign countries are the same? Product design content, process, environmental protection, after-sales service and other factors should be considered as factors in the purchase. The shopping environment and service level of the stores such as the Real House and Red Star Macalline are also very advanced. The first payment and no reason to return and exchange have been deeply rooted in the hearts of the people. The new model can not be paralyzed in service.
The direct selling model has high requirements for the store. â– Experts say â— Liu Chen, the Secretary General of the Beijing Branch of the Beijing Market Association, must take the best efforts to make consumers worry-free consumption regardless of the business model. For the same brand of the same brand, the price of any supplier is the same. In this case, the difference between the new store and the old store is revealed.
Old stores have a high added value after being repeatedly copied and chewed by consumers for a long time, and new stores do not have an advantage in this respect. If you want to achieve low prices, you must sell some products that are not seen by mainstream stores through translocation. If you take a back-selling store, you need a unified cash register, otherwise it will be easy to run the order. Therefore, the direct sales model also puts higher requirements on the management of the store.
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