2013 furniture industry how to break the market strong expansion of the market gradually shrinking

The important reason for the current difficult situation of furniture dealers is that the rent of the store is high and it is expanding rapidly. As a result, the store is not engaged in activities and no one is involved. The dealer is at a loss, and it is a loss for the dealer to do anything.



Starting from last year, the “rent increase tide” of home building materials stores swept from the beginning of the year to the end of the year, and a large-scale and substantial rent increase caused many dealers to call it “cannot afford to hurt”. In Beijing, the annual rent of furniture stores is as high as 6-7 thousand yuan per square meter, and the annual rent of stores of 100 square meters exceeds 700,000 yuan. The hypermarkets in Shanghai, Hangzhou, Guangzhou and other places are not too much in terms of rent. Due to the high rents, in some stores across the country, distributors even protested the excessive rents and refused to pay the rents.

"Now a Chengdu furniture brand store with an annual sales of 5 million yuan, the rent must be removed by more than 1/3, plus promotional costs and management costs, if the price of the product sold is not 50% compared with the factory price Profits are all made without money. "A dealer complained:" Now where I am doing business as a boss, this has become a part-time job for the store. "In addition, many hypermarkets will be decorated, publicized, and operated. The cost is transferred to the merchants in the store in the form of high rents, so that the merchants cannot make ends meet, and the operation is unsustainable.


The situation is not the opposite: the cost has gone up, but the sales have not gone up. Reporters often see that the major furniture stores are indifferent, "quiet" is abnormal, but under such "quietness", there is actually another kind of dynamic: the tide of merchants' withdrawal from stores is surging. Taking Macelong, the red star of Buji, Shenzhen as an example, nearly 30 merchants have withdrawn from the entire store, and the vacancy rate has exceeded 10%. In fact, the withdrawal of the store has begun since the end of last year, but it was not obvious at the time, but looking at the store this year, the brand entry has changed. Some insiders predict that a large number of brands will withdraw after May 1st.

You Guozhong, chairman of a Shenzhen furniture company, reminded companies and distributors to prepare for a protracted war, "We hope distributors have a psychological preparation, because it is estimated that within three years, the country ’s macroeconomic control should not be too great. Adjustments, the situation is not good this year, and it will not necessarily be better next year ... "When the author asked the situation of the furniture store, information from dealers, manufacturers, and stores all showed that nearly 80% Dealers are in a difficult situation. Many of the old dealers who were able to manage their business in the past are eating the old ones and barely maintaining them.

At present, the total area of ​​stores under the red star Macalline of China's chain stores is about 6 million square meters, which exceeds the total area of ​​German home stores (5 million square meters). The total area of ​​stores under the house is more than 2 million square meters, and there are also a few stores that have chain stores with a total area of ​​about 1 million square meters.

Tianjin News: Ou Yada Home Furnishing opened two stores a year; Red Star Macalline's Home Mall on Jinbin Avenue was officially launched, and the passenger flow exceeded 50,000 people in two days of opening; the home became the only "furniture" designated by the Tianjin Chamber of Commerce "Trade-in-for-new" pilot unit; Jimei Furniture occupies favorable terrain around the city's residential area ... Since 2004, the country's well-known home furnishing chain stores have successively deployed in Tianjin, and Tianjin home furnishing consumer stores have also rapidly expanded from dozens of homes to dozens in the city. Several new brand stores opened in the Sixth District and Binhai New District every year.

This strong expansion of hypermarkets is not unrelated to changes in consumer consumption habits in advance. A survey shows that the results show that 90% of consumers will enter large-scale home furnishing chain stores during renovations, of which about 80% of consumers Will spend in the store, about half of the consumers will buy the main decoration materials in the home store. "When my old house was renovated in the past, I bought building materials and went to the building materials city in Hexi and Hongqiao districts, and I bought all the basic materials. The things in these building materials cities are almost the same, and there is not much choice."

Ms. Fang, who is preparing to help her son decorate the wedding room, has a deep understanding of the changes in household consumption: "Now there are building materials cities everywhere in the city, no matter where you live, you can find large stores nearby. And the products, styles, and brands of each store It ’s all different. I feel that I ca n’t finish shopping every day. With so many materials to choose from, I believe that the new house will definitely have its own unique feeling. ”

In recent years, the fact that large well-known stores have increased rents has forced some companies to face the situation of "withdrawal." The wave of store withdrawals in the hypermarkets has also made a blowout to local stores to a certain extent.

“Strong dragons are hard to hold their heads”, and local stores have sprung up. The most recent local projects that have been called out are Ouhua Shangmei Changchun Store, Shandong Pingdu IKEA IKEA Home Plaza, Ouhua Shangmei Shenyang Store Mr. He, Chongqing Juxinmei Home Furnishing, Hubei Yichang Kanglong Home Plaza, Hubei Yidu Kanglong Home Plaza, Shenzhen Longhua Shifeng Qunxing Home Furnishing, Hubei Hongan Rongyuan, Hebei Xingtai Bluebird, Shenzhen Longhua Royal One, Pizhou Happy Buy, etc. Thirty.

In addition to the store brand, the home improvement company brand also staged a battle for the beach. It is no longer news that the home improvement company is involved in furniture production. Because the home improvement industry and the furniture industry are closely related. Most home improvement companies have their own woodworking factories, and the process flow that must be applied in home improvement projects is not too complicated. Products such as wooden doors and wardrobes can be produced by their furniture factories. Now furniture packages of home improvement companies have become quite popular, and their introduction of affordable integrated package services has attracted the attention of many consumers. For example: in Tianjin Dongyi Risheng, Shichuang, Jinzhao, Yefeng, Yuanzhou, Longfa and other home improvement companies have also set up branch companies in Tianjin, a large number of consumer demand for these home improvement companies to successfully get a slice of the soup, especially It was Dongyi Risheng Tianjin Company which became the runner-up of the company's national sales system for two consecutive years. ,

The excessive expansion of the store leads to a direct result of a surplus of stores. At present, the volume of furniture stores in China has greatly exceeded the market consumption capacity. It is roughly estimated that there are more than 1,000 stores with more than 10,000 square meters in China, including a large number of large stores with an area of ​​hundreds of thousands of square meters. Such as: Nanjing Jinsheng Furniture City, Zhejiang Yiwu Furniture City, Fujian Annan Furniture City, Shanghai International Furniture Village, Chongqing Banan Furniture City, Wuhan Jinhaima Furniture City and other stores, all with an area of ​​more than 500,000 square meters. In addition, China's first- and second-tier cities are also quite amazing: the furniture stores in Beijing are about 4 million square meters, the furniture stores in Shanghai and Shenzhen are about 3 million square meters, and the furniture stores in Xianghe, Chongqing, Guangzhou and Dongguan are all over 2 million square meters ... … Almost all first- and second-tier cities have more furniture stores than they should have.

According to statistics, at present, the total area of ​​furniture stores nationwide exceeds 40 million square meters. Industry insiders have calculated an account: based on the annual sales of 10,000 square meters of 100 million yuan, the current domestic market annual sales of 200 billion yuan, only 20 million square meters of stores are enough. This means that nearly 50% of the stores are surplus.

The excessively unbalanced buyer's market also objectively promotes consumption inertia and further shrinks the market. It is understood that in the past two years, there have been more than 1,000 small and medium-sized stores that have closed down and changed hands every year in various parts of the country. Such an alarming frequency of bankruptcy is obviously abnormal. This is also unfair to the small and medium-sized stores that were dragged down by the chain giants, and it also means an alarming amount of waste of resources.

Obviously, in this case, the pain of the furniture store should not be treated in a "headache, head, foot, and foot" way. In the final analysis, the furniture store is a problem of sales channels, and the furniture store is subject to the economic environment. The sales channels are becoming more and more diversified, and the industry calls for channels that truly adapt to the new situation.

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