Expansion of home stores, home brands "expanded"

At a home forum held at the beginning of 2011, a fashionable online word became popular: being expanded. The spearhead is directed to the home stores that now control the lifeblood of home brand channels.

Characters who dare to stand up and tell the truth are not small. The first to bear the brunt is one of the leaders of the Guangdong Furniture Corps and the chairman of Zhongzhixin Furniture. His strategy is bitter: "The days of our corporate bosses, corporate sales directors, and agents have been very sad. You can go to the frontline to investigate and see how many people are having a happy life. Many companies dare not expand." Another is Liu Yongkang, chairman of Guangdong Furniture Brand Alliance and president of Connaught Home Furnishing. His expression is quite gentle, but in a word: "If the existing home store area is reduced by half, the ordinary people can still buy home products, and There is also a chance to buy better home products. "

These home furnishing lords have only one meaning: the home furnishing market has opened too much, our profits have been diluted, and some businesses have been unable to continue, "expanded".

Forming strategic partnerships with brand stores such as Actual House and Red Star Macalline. With its expansion, it has expanded its own stores to all parts of the country. It has been the most commendable thing for powerful home furnishing brands over the years. However, as the chain stores opened more and more, these brands who grew up next to the stores suddenly found that their footsteps were getting heavier and he had to beg for mercy: you do n’t want to open it, we ca n’t afford it!

From the perspective of home furnishing brands, it makes sense. Opening a store is the business of the enterprise. If you want to open it, you can open it. If you do n’t want to open it, why do n’t you open it? From the perspective of the home store, it is a matter of course. As a strategic partner, we provide you with the best location and the most favorable rent in the best stores, so that you can earn money and expand the scale. Now that some of our new stores need to be nurtured, you can hide Far away, let's drink the northwest wind in an empty place?

It does n’t matter if it ’s expanding or being expanded. Several homeowners yelling at the forum will not change the chain store ’s accelerated process. Whether home furnishing stores are saturated and open too much is not something that can be counted by a few local store managers who cannot expand. If a brand in a home store system loses more money than it earns, the store will naturally be abandoned by the brand. When brands are to be withdrawn, the store must consider rent reduction and slow down the pace of expansion It even closed. If there are still many advantageous stores in the store, and manufacturers and distributors are squeezing their heads and trying to enter, why don't the stores tie these manufacturers to their expansion tanks and advance into the national market together?

Home brands and home stores are actually playing a market game, no one knows where the bottom line is, it depends on who can stick to the end.

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