The first half of the home store: dilemma

More than half of 2011 has passed. Under the background of unprecedented and severe property market regulation, with the increasingly fierce market competition, what changes have occurred in the home store? Are their days better? We can see that some stores are unable to support and quit the market. At the same time, there are still some home stores that continue to hold high the banner of expansion and quickly run horses. They can't help but feel the unpredictable changes in the market: half the sea water and half the flame. Survival of the fittest is an ever-changing law, especially in the overall downturn of the market in the first half of the year, the operation of home stores seems to be somewhat difficult. Even if you are on the road of expansion, you will inevitably encounter "accidents". After the Hangzhou Fengqi Road store was dropped, Ouyada refused to reduce the rent and was "closed"; the situation of the "foreign supermarket" was even more embarrassing. Home Depot withdrew from the Beijing market and Lehua Meilan Dajiao Pavilion shop closed. At the same time, dealers have been plagued by multiple factors such as rising rents, rising costs, and declining performance. Sohu Home is here to review with you the warm and cold stores in the first half of the year, and to feel the pulse of the home industry together.

Phenomenon 1: Traditional home stores or closed stores are rectified or withdrawn

The "cold" of the home furnishing market in the first half of 2011 is obvious to all. Recently, the withdrawal of the Fengjia Road store in Hangzhou, which has only been open for 8 months, has aroused widespread concern in the industry. As a home crocodile, the actual home move naturally set off an uproar. "Big names" are closed, will other stores be better? Although Ouyada's home store did not take the initiative to withdraw from the store, it encountered a "stop of business." Not long ago, the merchants of Ouyada Home Furnishing Wuhu adopted a "closed strike" method to ask the store to reduce the rent. The market is sluggish, and after the dealers have collected expensive rents from the dealers, they can sit back and relax and settle down. However, dealers suffering from various cost increases have become the ultimate victims. Ouyada has expanded rapidly in recent years, but not all stores are booming. Should those shops with sparse customer traffic be treated differently in terms of rent? If the store is willing to go its own way and the merchants rise up to resist, the result can only be both defeats. [ Related reading: Ouyada Home Furnishing Wuhu Store was "Closed" for Refusing to Reduce Rents ]

After threeteen years of ups and downs, Huan Sanhuan, a well-known home furnishing store in Beijing, finally couldn't bear it. It will officially withdraw from the museum on August 8 and quit the Beijing home furnishing market. From the initial booth system, Huan Sanhuan started to experiment with home building materials supermarkets in 2008. Not only was the transformation unsuccessful, it was closed in 2009 due to the impact of railway construction, and then opened mysteriously in 2010. The journey did not go smoothly. With the surrounding stores After the completion of the construction, Huansanhuan gradually reduced to chicken ribs, after going through several openings and closings, it ended up closing the shop.

Interpretation:

Unprecedented and strict housing market regulation policies have been affected by the home furnishing industry chain

The home of the home predator actually closed its Hangzhou store and the old home furnishing ring Sanhuan completely withdrew from the home market, largely affected by the bleak environment of the property market in the first half of the year. At the beginning of the year, the "National Eight Articles" was introduced, and the housing market regulation policy was unprecedentedly strict. First-tier cities such as Beijing and Shanghai also introduced a "restriction on purchases and loans" policy, which rejected many buyers. Housing sales fell sharply, and transactions fell sharply. Since the first half of this year, the property market has been in a slump, and the downstream home furnishing industry is inevitably affected. Demand for home improvement has decreased, and the sales of furniture and building materials have been greatly affected. In this case, the days of the store are naturally not easy.

Over-expanded market saturation industry reshuffle soon

In recent years, the expansion of home stores has gradually increased. Even in the harsh first half of 2011, as a home store mainly based on rental income, it has continued the expansion wind that has been blown up last year. Is it because of market demand? ? In fact, there is currently a situation of oversupply in home stores. Xu Jinghong, general manager of Xiyingmen Building Materials Furniture Plaza Furniture Center, expressed his opinion on Weibo about the actual home in Hangzhou, after the Great Leap Forward, after three years of natural disasters, there was a surplus, and it was necessary to reshuffle It's not hard to see that the crazy expansion of home furnishing stores has far exceeded the market demand.

The competition in the store is fierce and homogenization is serious

In the case of limited market demand, the store is still running horses, intending to establish a channel advantage, the layout of the country, resulting in home stores "flowering everywhere", the competition between the stores also entered a heated stage, began to compete for limited market share. At the same time, the current homogenization between stores is serious and will be eliminated if you are not careful. In an interview with the media, Li Zhanfeng, the person in charge of the home of Hangzhou Fengqi Road Store, said that he would change his business category and stop making furniture stores. Huan Sanhuan has experienced a transition to a building materials supermarket, and has focused on office furniture. It has not found a suitable position and ended in failure.


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