Redwood brand tied up to open a new store
Recently, news of several redwood brands opening new stores has been frequently transmitted. Yang Yan, chairman of Beijing Huanglinyuan Classical Furniture Co., Ltd., said that he will open a new storefront in Xiaolong International Home Plaza; Sun Ying, general manager of Beijing Daqianmuyi Furniture Co., Ltd., said that Daqianhongmu and Hongxing Meikailong East Fourth Ring Store are working After deliberation, it plans to open the second store in the Beijing market on the basis of the storefront of the West Third Ring Redwood Street. In addition, Zhu Dengfeng of Mingjia Red Sandalwood Hall said that Mingjia Hongmu is planning to open a second independent store in Beijing, and the location may be selected near Chaoyangmen.
Unlike ordinary furniture brands, the mahogany brand opens a store. In addition to choosing a comprehensive home store and independent storefront, the mahogany distribution center and the antique city market are another important choice. Compared with ordinary furniture brands, the mahogany brand stores are more dispersed and diverse in form, and are more easily located in the geographical position.
Throughout the Beijing market, the mahogany storefront, the home of the real estate, Red Star Macalline and other integrated stores to open the mahogany area is also emerging in recent years, the store's mahogany store is often located at the top, gathering 10-20 mahogany brand stores. The independent storefront is the form of storefront that mahogany companies love. These stores are often large in size, and some even occupy a building. In the urban area with convenient transportation, in addition to displaying furniture, they also have hospitality, catering and other hospitality functions. In terms of geographical location, independent storefronts are prone to get together, such as the mahogany brand belt along the West Fourth Ring Road, which becomes a landscape on the side of the Fourth Ring Road.
In addition, in recent years, professional mahogany furniture stores have gradually emerged. For example, the Redwood Street in West Third Ring Road, the antique city near Warwick Bridge, the Hongmu Street in Gaobeidian, and the mahogany furniture market in Shibali. In addition to selling mahogany furniture, these specialty stores also operate antiques, porcelain and other related products, which have strong characteristics and become a new choice for brand opening.
Entering the store OR independent store
The management strategy of the mahogany brand is different, and the store form is different, but the business factors such as rent, location and area must be considered. Compared with the three methods, the integrated store has the highest rent and small area, and needs to be bound and managed by the store management. However, the high traffic volume of the selling place is not attractive to the brand.
Zhu Dengfeng, general manager of the famous Chinese rosewood club, said: "In the better-performing stores, such as the home of Jinyuan and the North Fourth Ring, it is not easy to settle in. The brand needs to have strong financial resources; the independent store is More flexible, business hours, product pricing, marketing activities can be determined by themselves, the rent under the same area is lower than the store, but the natural passenger flow is small, requiring the operator's strong marketing ability to attract consumers to the store." Zhu Dengfeng Said: "The store selection seems simple, but it should be considered from its own strength, brand image, overall strategy, otherwise it is easy to lose the city."
According to industry insiders, rent is the key to choosing a storefront and is the basic factor in determining whether a store is successful. During the visit, the reporter found that the mahogany store often appeared "losing away" phenomenon. For example, the Zodanshi Redwood Hall on the Outer Market Street has closed its store in silence, and there is currently only one store in North Taiping Bridge in Beijing. According to his clerk: "The shop in Chaoyangmen mainly deals with high-grade mahogany furniture such as huanghuali and red sandalwood, but the store rent is also very high. For various reasons, the store is closed."
Sun Ying, general manager of Daqian Hongmu, said: “Redwood furniture, as a high-end luxury product, pays more attention to the brand image and store environment, and has more demand for store selection.†Independent storefronts are not subject to the management of the store, and can also set entertainment functions for high-end Consumers enter the store to consume. The store has a large natural passenger flow. If the store itself is positioned at a high level, similar to the brand positioning, it will bring more target customers to the brand.
â– Market trends
Professional store wants to force
In recent years, professional mahogany stores have also become a new choice for mahogany brands to open stores. It is understood that at present, Lvying Hongmu Furniture Plaza and Xiaolong Plaza are attracting investment, aiming to build a professional mahogany store. The reporter learned that many brands have adopted a cautious attitude towards the new stores and have not rushed into the market.
Huang Tong, general manager of Midland Furniture Beijing Branch, said: "In a market like Beijing, there are already many mature stores. The newly opened stores only divert existing consumers, and the scale needs to be cultivated for a certain period of time. Midland Redwood will be stationed in the near future. The main reason for the Jinyuan store is that we have stores in the southeast, north and west three rings. The new store wants to fill the gap in the western market. If the strength allows, it is the best choice to open an independent store."
Yang Yan, Chairman of Beijing Huanglinyuan Classical Furniture Co., Ltd. said: “The choice of opening a store in Xiaolong Square has valued its better traffic conditions and geographical location. There are more relocation houses around this area. I chose to use the new Chinese series as the storefront. Main product. This series of products is mainly composed of rosewood, which is positioned at the low end and is compatible with the surrounding consumption power, and generally conforms to the brand development strategy."
â– Industry voice
Independent store or will become a trend
â— Huang Tong, I think that independent stores will become a trend. It is undeniable that the brand opened in the store is in a weak position, and many strategies have to follow the brand. Take a store in Meilian Redwood as an example. We have adjusted the position three times, and the renovation cost alone is nearly 700,000 yuan. If the store sales performance is not good, there may be a need to withdraw. The rent is getting more and more expensive, and the storefront area is getting smaller and smaller, and the products cannot be displayed well. The degree of freedom of opening an independent store is very high. The general rental period is more than 5 years, the business hours are free, and the storefront is adjusted at will. However, it takes a certain amount of strength to win an independent store. The specific method is different from person to person.
Store prices may vary
â— Zhu Dengfeng, the store image affects the brand positioning, the same products in different stores, the price is not the same. Take the case of a pair of small-leaf rosewood top cabinets. The same product, in the store of the actual home and in the independent store, the price may be 1-2 times worse. Of course, the actual transaction may not be the price. Brands should be good at using storefronts and locations to make marketing methods and activities. Opening an independent store does not actively market and other natural passenger flows, of course, it is difficult to survive, because the case of rent dragging the overall operation is also there, so the brand should find a suitable storefront.
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