High-end home stores are sinking into a "noble"

In the face of the competition of emerging home purchases such as the home of the family, the way out of COFCO Plaza is worthy of attention. COFCO Plaza, as the first gathering place for imported home furnishing brands in Beijing, was once the benchmark for imported home furnishing brands. Therefore, the home furnishing industry once said that “buy foreigners to COFCO”. However, as more and more imported home brands enter the country, the industry position of COFCO Plaza is declining. The rise and fall of professional stores such as big-name exits, “vacant” stores, and homes are all for COFCO Plaza. The situation is paralyzed.
The deserted COFCO Plaza is in Beijing. When it comes to buying high-end imported furniture, people will first think of COFCO Plaza on Chang'an Street. Since the mid-1990s, COFCO Plaza has become synonymous with “imported home distribution centers”. However, this situation is changing. As represented by the respect of the family, the gathering place of imported home brands is shifting, and COFCO Plaza has to face market diversion. At the same time, its own business situation is not optimistic.
On July 19th, the reporter visited the COFCO Plaza, which is located on the bank of Chang'an Street and in the second ring. Although it is a weekend, there are not many consumers inside the mall. In addition to a layer of catering, beauty, clothing and other formats attracting more people, the rest of the floor traffic can be counted.
The reporter counted the shopping guide map of the mall and found that there were less than 40 brands opening stores. From the third floor to the third floor of the mall, almost every floor has a vacant storefront. Some indicate the words that are being renovated, while others close the facades and look inside the door. It is empty. From the brand layout point of view, in addition to home brands, there are catering, beauty, clothing, supermarkets and other stores, sporadicly distributed in the third floor to the first floor, the home brand here, in addition to NATUZZI, Hästens, Law House, Feng Yide Home, Europa, etc., it is almost difficult to get a big name.
Relevant information shows that the developer of COFCO Plaza is Beijing COFCO Plaza Development Co., Ltd., which was established in 1996. It is divided into office buildings (office building renderings) and shopping malls. The shopping centers are distributed in the third to fifth floors of the underground. It was found at the scene that the fourth and fifth floors have been closed, and the actual open area is three to three underground.
Declining "noble"
According to Wang Yuxi, executive director of Ruiyide, COFCO Plaza has been positioned in the shopping center since its opening, and has adopted a full-lease business model. However, due to poor management, from 1996 to 2000, the merchants in COFCO Plaza changed frequently, and experienced problems such as poor flow of people and falling rents. At the beginning of the opening, the furniture home brand was not positioned as the main business, and only one “Peng Andi Furniture Garden (Garden Decoration Effect Picture)” was stationed. However, with the unsatisfactory management of other formats, imported home brands have settled here. In 2001, COFCO Plaza re-adjusted its shopping center positioning, with high-end fashion furniture and home accessories as the theme, to determine the main direction.
The adjusted positioning made COFCO Plaza very successful and has a high reputation in the high-end home sector in Beijing. Before 2006, the collection of freehand space, Rochburg, Da Vinci, Europa, NATUZZI, Fanini cabinets, Hansgrohe and other furniture, cabinets, bathroom, lighting and household goods brands came to settle down. According to the data, before and after 2006, COFCO Plaza Shopping Center has more than 20 international top furniture brands. COFCO International's top furniture brand has occupied 50% of the total furniture brand, and has become a veritable home of the highest level of furniture and home import brands. .

However, the market situation is not always smooth. In 2006, the official opening of the North Fourth Ring Building, the international furniture museum attracted the big names such as Rochburg, freehand space, and very home. Market competition and diversion began. Although brands such as Rochburg and freehand space opened their first flagship store in COFCO Plaza and did not rush to withdraw when they opened their stores elsewhere, the status of COFCO Plaza began to be threatened.
An industry insider told reporters that COFCO Plaza, as a gathering place for furniture brands, began to show its mismatch in hardware facilities. Although the location is excellent, driving is not convenient, especially from east to west, it needs to be bypassed to get close to it; the tension of parking space has become an important factor limiting passenger flow; after ten years, its interior decoration style is also slightly Obsolete; the most important thing is that the shorter height of the floor and the area of ​​each floor are not enough to meet the space requirements of the furniture brand display products.
Internal and external causes "decline"
The Da Vinci incident around 2009 made the general consumer's understanding of the "foreign brand" begin to be rational. Li Wanli, president of the Law House, concluded: "Before this, people's perception of imported home brands is still focused on the shape and luxury style. Objectively speaking, they don't know much about foreign home brands. These 'foreign brands' 'There was almost no brand awareness before 2005, and the information on the place of origin is almost the only identity mark. The Da Vinci incident has a great impact on the imported furniture brand business and has an impact on the property side."
Liu Wanyou, the general manager of Blue Morning Home, is even more straightforward: "Now information technology is so developed and convenient to go abroad. I claim to be an international brand-name company. Many people go out of the country to see what happens. The import is not It’s all good things, consumers are starting to be picky about foreign home brands, and brand awareness has begun to build.”
In April 2010, the family's deity was officially unveiled. At the time of its opening, President Wang Linpeng said: “There are two standards for building an international home in the home. It must be a real international brand and must be produced abroad.” From the introduction of the brand, it is emphasized that it is the real first-line brand in the world. In addition, the actual home in the product origin, product quality, brand reputation, after-sales service and other aspects of the requirements are quite strict, relying on its "first pay" and other service policies, attracting consumers' attention. For the merchants, the clear and high-end positioning of the North Fourth Ring store, the multi-branded gathering effect, and the super-popularity brought by the oversized business area and marketing strategy of the home itself have attracted many brands to enter.
In contrast, COFCO Plaza, which relies on the reputation of “the first gathering place of imported home brands” accumulated over the past decade, is somewhat sluggish in its business strategy. Some internal merchants have revealed that most of the consumers who come to COFCO Plaza are currently “ "Customer", "still decent." Some people in the industry used the "eat the old man" to evaluate the current development status of COFCO Plaza and said: "If you don't change, the future situation of COFCO Plaza will only be worse."
Eat old or seek new changes?
How does COFCO Plaza change? Is its current imported furniture brand positioning still appropriate? Wang Yuxi said: “The core of any sustainable development of business forms is the strong leasing capacity of merchants and the benign growth of owners. As far as the current situation is concerned, the positioning of furniture products is not suitable for COFCO. Square. First of all, there is no large residential community around it. Traffic parking is not convenient, the area is small, and the space for business can be limited. These hardware conditions are not suitable for furniture products. There is no commercial form similar to this positioning. Forming an independent store group like the North Fourth Ring Road and the East Third Ring Road, it is impossible to take advantage of the situation. This is a bad injury. Although the reputation as a gathering place for imported home brands is already outside, if the rent does not come up, the income is not high, such a Positioning will not last."

From the perspective of brand positioning, the business strategy must also be adjusted. Liu Wanyou, who was born in the department store industry, said that the industry was in a mess and the positioning was different, which made the high-end positioning of COFCO Plaza unconvincing. “For example, there are many formats of clothing, catering and supermarkets, which also divert the area and attractiveness of furniture brands. Moreover, these brands are not uniform in positioning, high or low, not to mention the home brands, but also the mixed state. Home brands, certainly do not want to settle in. These problems are not resolved, I think the brand will not recognize."
The competition in the external environment has also made COFCO Plaza's current business strategy quite awkward. Li Wanli said: "The retreat of the former 'first gathering place' is inevitable for the family's respect, red star Macalline and brand independent stores, just like the former Scitech mall was the first high-end department store, and finally It is also like the more popular and more targeted department stores in Yansha, Shin Kong Place, etc. The concentration of home brands is also a big trend. If you don’t invest in external marketing, consumers may have their 'first' reputation. Forgotten."
Industry insiders said that the rise and fall of COFCO Plaza has many factors. The unsuitable hardware, the ambiguity of business positioning and the diversion of competitors have all contributed to the change in the current business strategy of COFCO Plaza. Otherwise, it will be from the "noble". The identity did not fall to the "ordinary passers-by."
■ Market Analysis <br> International brands accelerate the layout of the domestic market In the past two years, foreign brands have had a “big invasion” for the Chinese market. From the early furniture, lighting and other large furniture products to today's mattresses, accessories, fabrics and even gifts, first-line brands from all over the world want to get a slice of the Chinese market. How does the foreign brand layout the Chinese market?
First, look for agents and enter professional home stores. The large area, the multi-brand gathering effect, the perfect property guarantee and the mature home brand operation experience have made the stores such as the Real Home win in the “famous battle”. In addition, Beijing's major stores are paying more and more attention to the introduction of high-end brands. Not only have they set up a large-scale venue to be clearly positioned, but they also have “extra protection” from management and publicity, thus achieving the goal of improving the positioning of the entire store and the complete store format.
Second, open an independent store. Compared with entering the professional store, the independent store emphasizes the characteristics and positioning of the home brand, and is more independent. In the independent store, its product features and brand concept are also more vividly reflected. However, this requires agents to have strong financial support, to be able to get the store in a good location, and to have a certain brand in the country. Moreover, if the brand independent storefronts form a cluster effect, it will also bring a high popularity to individual brands.
Third, department stores. Compared with the first two channels, this channel is not mainstream, suitable for standard, small-sized home brands, such as jewelry, bedding and so on. In some high-end hotels, there are also furniture brand stores, mainly for display. In the department stores and hotels, on the one hand, shopping malls and hotels have this demand. On the other hand, some household products also need the platform of high-end shopping malls to promote the image, which is in line with the fashion, jewelry, cosmetics and other effects in the mall. But this is not the mainstream channel, and it is not suitable for large-scale promotion of furniture brands.

■ The industry's voice “not high or not low” will make people uncomfortable ● Liu Wanyou, general manager of Blue Morning Home <br> According to my observation, the hardware facilities of COFCO Plaza are very good, such as façade and interior decoration. If there is to be a change, I think it should be positioned as a boutique home display store. First of all, to enter the brand to be absolutely first-line, positioning to high-end precision, brands that do not meet the positioning should be withdrawn in time. The store is mainly based on boutique display, and the partition between each store is best opened to give consumers a sense of experience to cover up their own small defects. Consumers are very smart when they consume. They demand that the purchase of goods should meet the expectations of the heart. For high-end consumers, the value of the goods themselves is not their consideration, but their brand positioning, product design, service and shopping experience. These high-end consumers feel the "value", the high is not low, it will make people feel uncomfortable.
Experiencing consumption will be the trend
●Guo Zengli, Director of China Shopping Center Industry Information Center <br> I believe that the future consumption of home products must be a sense of experience and a sense of heavy consumption. This is especially true for high-end first-line international brands, large area, convenient transportation, and between brands. There is no obvious boundary distinction. Such a shopping mall is not likely to be in the city first. For the property management party, the brand to be recruited not only needs to be positioned consistently, but also needs to be integrated and integrated for the layout of the shopping mall, while maintaining the personality characteristics of each brand. I think such a mall has not yet appeared, but it is likely to be the future direction.
â–  Purchase reminder <br> Buy imported home pay attention to 4 points to check the documents, to ensure the "identity" authenticity of imported furniture should have a customs clearance, including customs declaration, shipping bills of lading, packing list, container invoices, four singles can be combined Completely verify the authenticity of the purchased furniture. If the customer order number does not match the one on the customs declaration, the "foreign identity" of the furniture may be false. In addition, furniture and building materials should be accompanied by product quality assurance or instructions, environmental grade certificates and other materials. These materials are proof of product quality and environmental performance, and should be available under normal circumstances.
Raw material imports are not 100% imported. One type of products is imported from raw materials and processed and produced in China. For example, the sofa fabric comes from Europe, but the workmanship is done in China; the wallpaper materials come from abroad and are assembled in China. Strictly speaking, this is not a 100% purely imported household product. If the merchants use the word "import", consumers should check whether the imported products or raw materials are carefully selected.
European and American furniture is not equal to imported furniture. Today, in every home store, there are generally European and American furniture zones. The “European and American furniture” refers to “European and American style furniture” and does not represent its origin. It is likely that domestic manufacturers imitate foreign countries. A purely domestic brand of brand furniture design.
Attention to instructions and signs According to Article 27 of the "Product Quality Law of the People's Republic of China", the mark on the product or its packaging must be true, and must have a product quality inspection certificate, the name of the product indicated in Chinese, the name of the manufacturer and the site, according to The characteristics and use requirements of the product need to indicate the product specifications, grades, names and contents of the main ingredients contained in it, and indicate them in Chinese; if they need to be known to the consumers in advance, they should be marked on the outer packaging or provided to consumers in advance. In addition, products that are used for a limited period of time shall clearly indicate the date of manufacture and the safe use period or expiration date in a conspicuous position; if the product is improperly used, the product itself may be damaged or may endanger the safety of the person or property. There shall be a warning sign or Chinese. Warning instructions. Therefore, even imported furniture or building materials should have a Chinese mark to indicate their product name, manufacturer's name and site. If necessary, the environmental protection grade, ingredients and possible hazards of furniture and building materials should be marked and consumed. When purchasing, you can judge whether the source of the product is regular and reliable based on this stripe.

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