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Increase in consumer demand for Beijing's home accessories
Many consumers in Beijing who like to buy home accessories in small commodity markets such as Wantong, Tianyi and Bairong rarely go to specialized home furnishing specialty stores, such as the Ouhua Shangmei Accessories Center in Shibali Store, and the earliest arts. The Outer Chengcheng Home Furnishings Living Museum, which was upgraded by the Home Furnishings Center.
Some consumers have told reporters that the prices of home accessories there are relatively high. At first glance, they look like luxury modern style accessories placed in clubs and model rooms. The jewelry is very different. "
Zhang Xiaoxia, Secretary-General of the Home Furnishings Professional Committee of the National Chamber of Commerce and Industry's Furniture and Decoration Industry Chamber of Commerce, said that in the past year or two, Beijing's home furnishing consumer demand has increased, but home furnishing production is concentrated in Guangdong, Fujian and Zhejiang, and currently comes from brand integrators in southern cities Many of them are "buyers". Their entry into the Beijing market relies mainly on dealer-based channels, and poor terminal control has caused widespread "storage" and price confusion in the market.
Southern enterprises make adjustments and go northward to supplement
The huge consumption potential of Beijing's home accessories market has already attracted the attention of southern enterprises.
Yang Qingguo, general manager of Shanghai Weiweibella brand, said, "Beijing as a first-tier city has great consumption potential and needs better brands to supplement it."
Zhou Wenbo, general manager of Shenzhen Damingtang, also holds the same view. He believes that the Beijing market will also pay more attention to product brands than the Southern market that focuses on product cost performance.
In terms of channels, these southern jewelry companies are also more inclined to develop franchisees, establish their own brand-owned stores, and get rid of the confusion of products and prices of dealer channels in the past.
Wang Jian, general manager of Houtian Home Furnishing in Shenzhen, believes that at present, home accessories in the Beijing market are single in material, homogenous in craftsmanship, and flashy in function. Southern home accessories brand enterprises enter, "to introduce functional home furnishing products suitable for life."
Yang Qingguo also said that companies entering Beijing need stronger product integration capabilities, adding design products with their own styles, and changing different themes throughout the year to guide consumers in these first-tier cities. Home accessories ".
Beijing jewelry store force
Ouhua Shangmei's jewelry center in Shibali Store is positioned to become a professional store for home accessories procurement in Beijing.
As the base of the China National Federation of Industry and Commerce Home Furnishing Decoration Association, Guo Kui, general manager of Ouhua Shangmei Jewelry Home Plaza, said that he hopes to interact with various brands through circulation channels to jointly improve the popularity of home furnishing brands in the industry.
They also plan to carry out some designer salon activities, through which they gradually guide the consumer demand for soft decoration shops in the end market.
Guo Kui said that because the entire northern market radiated by Beijing needs such professional stores, he hopes to form a balanced pattern between North and South through our operation and creation.
â– Market chaos
1 The price is too high
Zhang Xiaoxia said that the high price of home accessories is related to the current limited consumption capacity of home accessories. The reporter also learned that because the market for domestic sales channels is relatively small, compared with the thousands of sales of individual products sold by enterprises, distributors "save goods" to Beijing. The purchase of each product may not exceed dozens, and the purchase price itself is the original Many times.
In addition, home accessories have always been "south-to-north transfer". The high logistics cost is also one of the reasons for the high price. In addition, home accessories are mostly small and fragile products, which are easily damaged during transportation. Southern companies usually require distributors Only after the final payment is made can the goods be delivered, which undoubtedly increases the dealer's operating costs.
2 Agent confusion
The size of enterprises in the home accessories industry is usually small, and the entry barrier is relatively low. Yang Qingguo revealed that some of the so-called brands in the industry actually have very low franchise fees, and some franchisees do not have the ability to run brands and services. It is common for sales to disappear after a period of time.
Moreover, due to the sales model of household jewelry distributors, while adding intermediate links, it completely disrupted the product price system.
Some experienced experts also told reporters that unless it is a designer who knows the price better, it is almost impossible for ordinary consumers to buy home accessories from the store at a reasonable price.
3 Lack of brand
The home accessories industry has experienced 10 years of development. Although it has created a lot of enterprise competition, there are very few manufacturers that have brands, and there are very few brand integrators that have received consumer recognition.
According to industry insiders, currently in Beijing, like the national market, home accessories sales are still mainly facing hotels, clubs, model houses, etc., only corresponding to a small number of people, and in terms of distribution channels, they are only designed by professional markets. For groups such as divisions, the terminal consumer market has not yet formed.
4 Homogeneous products
Most of the current home accessories designs in our country are still at the level of plagiarism, or what products are sold well, everyone is rushing into it, and the problem of product homogenization is more serious.
The reporter learned that now some individual companies from the south have begun to pay attention to design, try new craftsmanship, or hire foreign designers for originality, but when they are handed over to domestic factories for production, the supplier will transfer the design to other companies and merge Not uncommon. In order to avoid homogenous competition among peers, some brands even had to switch to Southeast Asian countries for production.
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