Nanjing lighting market enters the shuffling period
[Source: Gaogong LED's "LED Lighting Channel" magazine February issue / Li Shuiwen] For the business, it was also affected by the ups and downs last year, the industry is sluggish, high rent, e-commerce impact, market surplus, etc. The factors make the operation enter the "four sides of the song".
Store competition
According to incomplete statistics, there are about 20 large and small building materials lighting markets in Nanjing, and 800 lighting enterprises. Due to the downturn in the Nanjing real estate market, the development space of the lighting market has almost reached saturation, and the competition between the store and the store has intensified. In this cruel and harsh environment, the store can only have survival opportunities if it changes its thinking and adjusts its strategy.
It is understood that Nanjing Qiaobei Jinsheng International Home is adjacent to the Red Sun Decoration City. The size of the Red Sun Decoration City is more than three times that of Jinsheng International Home, and the rent of the Lighting Hall is also more than 2 times cheaper. In contrast, the red sun decoration The advantages of the overall operation of the city will be greater.
However, Jinsheng International Home is located in the center of the commercial area of ​​Pukou District, Nanjing. There are long-distance bus stations nearby, convenient transportation, superior geographical location and large traffic flow. Jinsheng International Home is gradually transforming from building materials industry to business and service industry. Will shrink.
Store demolition
On January 6, 2013, Runtai Market Management issued a relocation notice to more than 1,500 merchants, informing the merchants to pay attention to controlling the purchase volume before the relocation, and not to increase investment in the decoration and decoration of the store; The specific issues of relocation and the issues of site selection, relocation and resettlement are being actively studied.
It is understood that Runtai Market is an old building materials market in Nanjing for more than 10 years. It has more than 1,500 building materials merchants, including more than 70 lamps and lanterns, with annual sales of more than 3 billion yuan. It is the largest electromechanical hardware decoration in Nanjing and even in Jiangsu. One of the distribution centers.
Liu dealers in the market told reporters: "Runtai market will be demolished sooner or later this year. We are not sure where the market is moving. If the new place to move is far from the city, many businesses may not want to go, but nearby The decoration city also has no suitable storefront, or the transfer fee is too high, or the business is light. Based on the above reasons, I think that many businesses may switch to other businesses after the demolition, and the demolition of the market will definitely eliminate a batch of merchants."
Excess business
According to a survey by the reporter, during the normal business hours of Nanjing Changjiang Decoration City and Xinheyuan Decoration City, more than half of the lighting stores are often locked, and occasionally merchants will open their doors and the whole market will be cold and clear.
It is understood that the location of these two decorative cities is good, the flow of people is relatively large, but affected by the nearby Yinqiao market and Runtai market, resulting in excess market resources, oversupply of products and sluggish sales.
Due to the fierce competition in the Nanjing building materials market, there are many sellers of lamps and lanterns, and consumers who are naturally diverted to each market appear to be scattered. Therefore, the business can not afford the store expenses, please ask a salesperson is a big burden.
In this regard, Nanjing Changjiang Decoration City Sanxiong Aurora dealers said, "We mainly do small projects outside the construction site, chain stores, etc., relying on the old customers and developing new customers to maintain their livelihood, and now many businesses in the market are supporting, Waiting for the store to appreciate the transfer or the business is getting better, most businesses are still waiting to see, if the business continues to be bad, then there will be many businesses leaving the market.
Store ups and downs
In 2012, more than 20 merchants were evacuated from the lighting hall on the second floor of Jinsheng International Home in Nanjing Jiangdongmen, accounting for more than one-third of the lighting merchants. It is understood that the market increases rents by about 8% each year. At present, the monthly rent of stores is as high as 220 yuan per square meter, while the rent in Nanjing is generally about 70 yuan.
In the economic downturn, the store has increased rents year by year, which has led to an increase in the operating costs of the business, coupled with the increase in staff salaries and other expenses, as well as the prevalence of e-commerce sales models, which has brought huge impact to the stores. I have been unable to continue supporting and have to move out of the hypermarket.
It is understood that Jinling International Home Lighting Hall is 3-5 months in the second half of 2012. There are 2,000 square meters of storefronts that are idle. It is difficult to recruit merchants who operate lamps, and only have ceramics, stone, ceilings and other businesses settled.
Contrarian expansion
In the downturn of the building materials industry, competition and expansion of the store and the store, the acquisition and expansion has become the most powerful weapon for the development of local stores.
According to statistics, in 2012, Red Sun Home added nearly 90 lighting merchants in three shopping malls in Nanjing, with a total operating area of ​​35,000 square meters. With the strong market capital, complete store facilities and first-class service level, Red Sun Home has become a downturn in the lighting industry, and has broken through the trend and expanded its business, which has brought about no small impact on local stores.
In addition, with the gradual acceleration of urban-rural integration and the expansion of urban areas, expanding cloth stores is still the best magic weapon for brand stores to compete for the market, and the “receiving†method is the fastest shortcut. As the brand concentration of the store is getting higher and higher, some small stores with low visibility and small scale can only be integrated and incorporated in the future.
In this regard, some insiders analyzed that it is a trend for home stores to expand by "eat" their peers. In 2012, Nanjing Jinhai Market was “accepted†by Nanjing Jinqiao Market and renamed Jinqiao Market.
Upgrade decoration
In the face of brutal competition, local stores are also trying their best to upgrade the new decoration of the store. Whether it is the management, service, shopping environment, advertising, or outside the store, it will be upgraded and upgraded.
For example, Nanjing Wuzhou Decoration City and Yinqiao Market, both stores have spent hundreds of thousands or even millions of upgrades and renovations, and strengthened various services, management and infrastructure. It is understood that after the upgrade of the two major stores, it has been recognized and supported by many merchants in the market. The store has significantly improved its overall sales performance, and it has also had a significant impact on nearby stores.
Business transformation
At the end of 2012, Red Star Macalline's home Bide Building Materials Supermarket was unveiled at the Red Star Macalline Kazi Store. This is the third building material supermarket in the East China Red Star Macalline Mall after the success of Suzhou and Changzhou.
It is understood that Jiade Building Materials Supermarket can bring consumers a more comprehensive, richer and more complete building materials shopping experience, and truly meet the "one-stop" procurement needs. In addition, Jiabide also established a multi-functional service system such as decoration center and owner group purchase activities to provide customers with all-round home decoration services from design, material selection and decoration to after-sales.
The establishment of building materials supermarkets in the store is a major change in the business model. It not only can make up for the single material selection function of the store, but also further improve the consumer's procedures from the pre-renovation to the after-sales service, greatly improving the store service function. Improve the competitiveness of the store.
Store competition
According to incomplete statistics, there are about 20 large and small building materials lighting markets in Nanjing, and 800 lighting enterprises. Due to the downturn in the Nanjing real estate market, the development space of the lighting market has almost reached saturation, and the competition between the store and the store has intensified. In this cruel and harsh environment, the store can only have survival opportunities if it changes its thinking and adjusts its strategy.
It is understood that Nanjing Qiaobei Jinsheng International Home is adjacent to the Red Sun Decoration City. The size of the Red Sun Decoration City is more than three times that of Jinsheng International Home, and the rent of the Lighting Hall is also more than 2 times cheaper. In contrast, the red sun decoration The advantages of the overall operation of the city will be greater.
However, Jinsheng International Home is located in the center of the commercial area of ​​Pukou District, Nanjing. There are long-distance bus stations nearby, convenient transportation, superior geographical location and large traffic flow. Jinsheng International Home is gradually transforming from building materials industry to business and service industry. Will shrink.
Store demolition
On January 6, 2013, Runtai Market Management issued a relocation notice to more than 1,500 merchants, informing the merchants to pay attention to controlling the purchase volume before the relocation, and not to increase investment in the decoration and decoration of the store; The specific issues of relocation and the issues of site selection, relocation and resettlement are being actively studied.
It is understood that Runtai Market is an old building materials market in Nanjing for more than 10 years. It has more than 1,500 building materials merchants, including more than 70 lamps and lanterns, with annual sales of more than 3 billion yuan. It is the largest electromechanical hardware decoration in Nanjing and even in Jiangsu. One of the distribution centers.
Liu dealers in the market told reporters: "Runtai market will be demolished sooner or later this year. We are not sure where the market is moving. If the new place to move is far from the city, many businesses may not want to go, but nearby The decoration city also has no suitable storefront, or the transfer fee is too high, or the business is light. Based on the above reasons, I think that many businesses may switch to other businesses after the demolition, and the demolition of the market will definitely eliminate a batch of merchants."
Excess business
According to a survey by the reporter, during the normal business hours of Nanjing Changjiang Decoration City and Xinheyuan Decoration City, more than half of the lighting stores are often locked, and occasionally merchants will open their doors and the whole market will be cold and clear.
It is understood that the location of these two decorative cities is good, the flow of people is relatively large, but affected by the nearby Yinqiao market and Runtai market, resulting in excess market resources, oversupply of products and sluggish sales.
Due to the fierce competition in the Nanjing building materials market, there are many sellers of lamps and lanterns, and consumers who are naturally diverted to each market appear to be scattered. Therefore, the business can not afford the store expenses, please ask a salesperson is a big burden.
In this regard, Nanjing Changjiang Decoration City Sanxiong Aurora dealers said, "We mainly do small projects outside the construction site, chain stores, etc., relying on the old customers and developing new customers to maintain their livelihood, and now many businesses in the market are supporting, Waiting for the store to appreciate the transfer or the business is getting better, most businesses are still waiting to see, if the business continues to be bad, then there will be many businesses leaving the market.
Store ups and downs
In 2012, more than 20 merchants were evacuated from the lighting hall on the second floor of Jinsheng International Home in Nanjing Jiangdongmen, accounting for more than one-third of the lighting merchants. It is understood that the market increases rents by about 8% each year. At present, the monthly rent of stores is as high as 220 yuan per square meter, while the rent in Nanjing is generally about 70 yuan.
In the economic downturn, the store has increased rents year by year, which has led to an increase in the operating costs of the business, coupled with the increase in staff salaries and other expenses, as well as the prevalence of e-commerce sales models, which has brought huge impact to the stores. I have been unable to continue supporting and have to move out of the hypermarket.
It is understood that Jinling International Home Lighting Hall is 3-5 months in the second half of 2012. There are 2,000 square meters of storefronts that are idle. It is difficult to recruit merchants who operate lamps, and only have ceramics, stone, ceilings and other businesses settled.
Contrarian expansion
In the downturn of the building materials industry, competition and expansion of the store and the store, the acquisition and expansion has become the most powerful weapon for the development of local stores.
According to statistics, in 2012, Red Sun Home added nearly 90 lighting merchants in three shopping malls in Nanjing, with a total operating area of ​​35,000 square meters. With the strong market capital, complete store facilities and first-class service level, Red Sun Home has become a downturn in the lighting industry, and has broken through the trend and expanded its business, which has brought about no small impact on local stores.
In addition, with the gradual acceleration of urban-rural integration and the expansion of urban areas, expanding cloth stores is still the best magic weapon for brand stores to compete for the market, and the “receiving†method is the fastest shortcut. As the brand concentration of the store is getting higher and higher, some small stores with low visibility and small scale can only be integrated and incorporated in the future.
In this regard, some insiders analyzed that it is a trend for home stores to expand by "eat" their peers. In 2012, Nanjing Jinhai Market was “accepted†by Nanjing Jinqiao Market and renamed Jinqiao Market.
Upgrade decoration
In the face of brutal competition, local stores are also trying their best to upgrade the new decoration of the store. Whether it is the management, service, shopping environment, advertising, or outside the store, it will be upgraded and upgraded.
For example, Nanjing Wuzhou Decoration City and Yinqiao Market, both stores have spent hundreds of thousands or even millions of upgrades and renovations, and strengthened various services, management and infrastructure. It is understood that after the upgrade of the two major stores, it has been recognized and supported by many merchants in the market. The store has significantly improved its overall sales performance, and it has also had a significant impact on nearby stores.
Business transformation
At the end of 2012, Red Star Macalline's home Bide Building Materials Supermarket was unveiled at the Red Star Macalline Kazi Store. This is the third building material supermarket in the East China Red Star Macalline Mall after the success of Suzhou and Changzhou.
It is understood that Jiade Building Materials Supermarket can bring consumers a more comprehensive, richer and more complete building materials shopping experience, and truly meet the "one-stop" procurement needs. In addition, Jiabide also established a multi-functional service system such as decoration center and owner group purchase activities to provide customers with all-round home decoration services from design, material selection and decoration to after-sales.
The establishment of building materials supermarkets in the store is a major change in the business model. It not only can make up for the single material selection function of the store, but also further improve the consumer's procedures from the pre-renovation to the after-sales service, greatly improving the store service function. Improve the competitiveness of the store.
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