The relay will continue. Both the Jinshazhou project of Jisheng Weibang and the Mercure Center (Huangpu Avenue Store) are expected to open next year; Red Star Macalline ( , IKEA is also vigorously promoting the selection of the "Guangzhou Second Store"; Rumors are also very high. With the recent opening of Qirui Home Furnishing, Jockey Club Home Furnishing, Merrill Lynch Jewelry Center, etc., the overall scale of Guangzhou Home Furnishing Store has soared to two or three million square meters.
"It's unclear whether it's 'moths fighting fire' or a rational layout." Li Zhikuan, General Manager of Mercure Center said.
Building a home store is like "siting to collect money"
In just one year, there are more than ten newly opened home furnishing stores in Guangzhou, with an area of ​​at least one million square meters. Behind the scenes that spur the home distribution industry to run forward are not only professional home furnishing distributors such as Jisheng Weibang, Jinhaima, and Mercure Center; but also furniture agents and furniture brands that are looking for changes, such as Meikemeijia used 8.5 last year. 100 million yuan to publish channels; and "like the Ma Club Home Furnishing, the founder turned out to be a real estate developer." Xia Chenliang, a dealer who has been in the home furnishing circle in Guangzhou for more than ten years, told reporters.
The direction of capital flow often means huge profits, such as the upstart pig raising, private enterprises overseas "mining" and so on. And "a set of furniture with a cost of two to three thousand yuan, the ex-factory price is three or four thousand, sold to consumers is often tens of thousands of yuan." Mr. Chen, the owner of a furniture factory in Foshan, told reporters that the ex-factory price of their factory furniture is generally Sixty percent off the market price, 60% was "eaten" by dealers and large store owners.
This fate of being exploited is obviously something that furniture manufacturers do not want to see. Helplessly, "U.S. consumers sneeze, China will quickly catch a cold." Morgan Stanley's professional research report shows that for every 1% of the US GDP growth rate, China's GDP growth will decline by 6.5%, while China's exports 60% of furniture is sold to the United States, the downward trend is more serious.
In the post-crisis era, it has caught up with the appreciation of the renminbi and the rising cost of labor. "The vast majority of furniture manufacturers are seeking to switch to the domestic market." Xia Chenliang told reporters, "If a furniture brand is in the Pearl River Delta, even Guangzhou has no stores. It will be difficult to convince dealers to open stores in the Mainland. "
These demands have greatly promoted the expansion of Guangzhou's home furnishing stores. According to incomplete statistics, there are tens of thousands of furniture companies in the Pearl River Delta, and there are tens of thousands of brands in Houjie, Dongguan. The store "basically can be invested after opening, and the rest is to collect money." General Manager Zhang Bang said.
The total size of the Guangzhou store is not too "overdone"
Judging from this situation, it is understandable that diversified capital is optimistic about the home furnishing industry in Guangzhou.
What's more, "There are two" homes "within 400 meters of Beijing, and the current home store area in Shanghai is also three or four million square meters. Guangzhou is also a strategic base for the national and global layout. Two or three million square meters The total size of the store is not too 'overdone'. "Lu Haifeng, director of marketing of Jinhaima Furniture, revealed to Nandu reporter that on September 19, Jinhaima's" branded home factory direct sales center "will be beautifully launched in Panyu Wuzhou Center, according to Jinhaima's plan "The Guangzhou market will open five more stores. The total goal of this year's Jinhaima store opening is 20-30, with a single store area generally ranging from 50,000 to 100,000 square meters."
As another "local snake" in this war, Mercure Center seemed to be a determined investor from the beginning. Although the operating performance of Gaode Mercure (formerly known as Huahua World) has not improved significantly so far, "but the expansion work continues, and the Mercure Center Building Materials Pavilion in Zhujiang New Town will also open in October, followed by the Huangpu Avenue store, etc. Launched the market. "Li Zhikuan, the general manager of Mercure Center, told reporters that the location selection of new stores in many areas such as Panyu is also in full swing.
At the same time, Jisheng Weibang will expand the Panyu project on one hand and the Majin Shazhou project on the first. Its shopping mall in the Guangzhou market will rapidly expand from the current 260,000 square meters to nearly 400,000 square meters. And the red star Macalline and the actual home gradually intervened in the Guangzhou market, which also made the competition situation more severe.
"When everyone else is opening a store, you can just wait to die." Lu Qifeng told reporters that the entire industry is "many stores are king", everyone's intention to open a store is no longer to "grab money", but more importantly to "grab land" .
"Everyone is like 'moths fighting fire'. Clearly knowing that if they can't control it, blind expansion will bring disaster to the local market, but they want to stop." Li Zhikuan said.
Many furniture brands have just debuted and left in a hurry
In this way, a series of ups and downs began to stage.
First of all, the “shop opening competition†pushes up the price of land, and the rent of the store also follows the “water price increaseâ€. It is understood that the rents of the three main home furnishing business districts of Zhujiang New City, Pazhou and Panyu are all above 200 yuan / sq.m. In addition to the decoration fee, water and electricity fee, management fee, etc., the dealer ’s shopping mall operation cost is 250 yuan / Square meters.
What makes the furniture manufacturers feel depressed is, "For board products, the operation of shopping malls with more than 250 yuan / square meter can not go up. It may take five or six months to make money, and it will not be sold later. Thousand-day firewood burns in one day. "Said Leng Yue, general manager of Yaobang Furniture.
Immediately, many furniture brands just hurriedly left the market.
Of course, "In this process, there are chain stores actively eliminating tenants and optimizing the product structure of shopping malls; there are also furniture brand owners who feel that distributors are not good and change to another agent." Zhan Dewei, general manager of Meikemeijia Guangzhou Market, told reporters that he entered the major stores Are basically agents or distributors, not manufacturers.
Coincidentally, the property new policy came out at this time, "Furniture sales have entered a relatively sluggish adjustment period. There are no more orders at the end of last year, and the supply of goods is in short supply." Ruan Guopei, general manager of Suigang Continental Furniture, told the Nandu reporter, " Stores are blooming everywhere, but we ca n’t enter every house. â€
So, "As you can see, there are stores in Guangzhou that have to delay opening; some large property owners have rented their rents; some furniture manufacturers have built their own channels to enter the network; some dealers are getting stores everywhere and arranging goods indiscriminately." Mr. Zhong said that all forces want to make the plot according to their own ideas.
For more furniture information , go to http://news.gojiaju.com/
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