In 2011, which was called “the harshest winter in history†by the home industry, at the beginning of the new year, the store has started a new round of sales promotion in 2012; the home improvement company has already taken the pace of repositioning and adjustment at the end of 2011; The integration and financing spanned 2011, and the context in 2012 was clear. A number of industry insiders said that the wrestling of market stakeholders will become more complicated and in-depth in 2012, and the industry's shuffling and innovation will also drive into the fast lane driven by the complex market “wrestlingâ€.
â—The “leading†position of the store accepts the challenge
In 2011, on the one hand, Lehua Meilan Dajiao Ting shop and Home Depot two supermarkets were closed down one after another, the old-fashioned home ring three rings exited the market; on the other hand, the Red Star Meikailong Chaoyang Road store appeared in the capital, and the Beijing home store experienced a few years ago. After the heat of the day, the industry integration is beginning to emerge.
"In the first half of 2012, the pattern and trend of the store will continue in 2011. Promotion has become the highlight of competition between stores, and the differentiation of the store is inevitable." Yin Yuxin, deputy general manager of Oriental Home Plaza, said.
In fact, the fierce competition between stores, the contradiction between “expansion†and “expansion†between stores and brands, and the rise and excavation of various new channels have all become issues that must be considered in store operations in 2012. Wang Xiaobing, vice president of decoration at present, believes that with the improvement and deepening of the self-operated channels of home improvement companies and brands, the advantages of the store channels in 2012 may continue to weaken, and the “leading†advantage of the stores will accept more severe challenges.
â—Home improvement market pattern segmentation
Following the “home improvement package tide†and “big shop tide†swarming in 2011, in the last quarter of 2011, the home improvement company refocused on the market positioning.
Integrate the promotion channels of Cobb and Bolognese, and gradually withdraw from the home improvement market in second- and third-tier cities. Soft-packing, products and overall home decoration will become the engine of Bolognese in 2012; in the case of limited market expansion, the market segment will become the decoration of the present. At the same time, while stabilizing the “old house decorationâ€, the current decoration will incorporate the “partial decoration†market plan into the key development in 2012; Dong Yi Risheng Zhang Chunyun revealed that in 2012, Dong Yi Risheng’s marketing directly connected the real estate development. The hardcover business of the business will be promoted nationwide.
There is no doubt that in the 2012 calendar, the “characteristic segmentation†will become the key word in the home improvement market. Finding the right positioning and precise attack has become the consensus of the home improvement company.
â—Brand experience
"integration" pain
The "Da Vinci Incident", "Anti-dumping" and "Double Counter" final rulings, throughout the year, including furniture, ceramic tiles, flooring and other multi-category building materials brands experienced "the autumn of many things." Not only that, the problems of soaring labor costs and shortage of raw materials were also revealed in the face of brand enterprises in 2011.
Marco Polo's founding of the country believes that the integration and mergers and acquisitions between brands will be more frequent in 2012. The brand's "extensive" business path will be narrower and narrower. Brands with channel advantages and talent advantages will be "stronger and stronger" and "big fish eat small fish" will continue to be staged.
However, for building materials companies, 2012 is not without highlights. Hu Zhongxin, secretary-general of China Home Building and Decoration Association, believes that for the wooden door industry, 2012 means “opportunityâ€. Under the environment of big waves and sands, it is more conducive to the cultivation and growth of the brand.
â—Market highlights give birth to profit "opportunities"
Where is the profit growth point in 2012? In the interviews of the reporters, the direction of each company is very clear. Many industry insiders, including European-style cabinets and iconic flooring, have locked their profit points in the emerging channels and the deepening of “internal strengthâ€.
Yao Gang, deputy general manager of Ou Pai Beijing, said: In 2012, Ou Pai cabinets will expand their own channels and follow up on “servicesâ€. A number of service indicators will be quantified and refined. Shengxiang floor Wang Qingqiang believes that the flooring industry will enter the “shrinking†year in 2012, and the icon will focus on the internal strength and strength. “Jumping out†from traditional store channels, expanding community channels and e-commerce channels to increase profit margins; “going out†from first-tier cities, vigorously expanding the home market in second- and third-tier cities to extend profitability, which is planned by many brands in 2012. The profit map is also the hope and highlight of the brand development in 2012.
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