In the home industry, multi-format operations have become a development consensus. Home stores such as Red Star Macalline and Jimei Home have opened up a multi-format business model, while A home furnishing in home furnishing companies has begun to seek change, and has turned its strategic vision to the children's industry.

Home business "do not do business" Multi-business operation is taking advantage of the trend? (Photo source network)

Home business is "not doing business"? It’s not just home sales.

"In five years, the market sales exceeded 100 billion yuan and the profit was 5 billion yuan; in 10 years, the market sales exceeded 200 billion yuan and the profit was 10 billion yuan." This is the chairman of the home, Wang Linpeng released in front of more than 2,000 home buyers. The rhetoric. Such confidence can not be separated from the adjustment of the development strategy of the actual family. The "big consumption" has become the focus of the next phase of the actual home. According to Wang Linpeng, the home will be built in addition to the home and building materials supermarkets, including theaters, children's entertainment centers, fitness centers, and pension centers. It is understood that the current home has completed the signing of Yaolai Jackie International Studios.

At present, many home stores in Beijing are exploring other forms of business that suit their own characteristics. As an upgraded version of the Xiaolong Ceramics Headquarters Base, Xiaolong Plaza integrates ceramics, classical furniture, catering, finance and other forms of business, changing the positioning of professional stores that only sell ceramic tiles and sanitary ware. However, new attempts have encountered a downturn in the market. At the time of the industry's reshuffle, Xiaolong Plaza proposed to change from single-player to group marketing, set up Beijing Good Home Alliance, and focus on brand building and innovative marketing of alliance merchants. In addition, on the occasion of the sixth anniversary of the opening of China Ceramics First Street, a place full of fashionable buildings appeared in a place less than one kilometer from the ceramic street. This is the flagship store of the “BD Baiyi Alliance”, and 闽The Dragon Ceramics Headquarters is the “backstage” of the brand. The move tells the industry that professional stores have also broken into the home improvement sector.

Jimei Home is now no longer a store specializing in home and building materials, but has become a comprehensive store that encompasses a variety of formats, including home building materials, wine, hotels, leather, and electrical appliances. This year, Jimei is more involved in the field of new energy vehicles, introducing the car experience museum into the home store. In the middle of the year, Jimei Group's Beijing Capital New Energy Technology Co., Ltd. and Beijing Huanyao Auto Service Co., Ltd. jointly created the first-generation Huan Yao BYD New Energy City Exhibition Hall at the New Energy Vehicle Experience Hall in Hall 9 of Jimei Home Dahongmen Store. Opening. According to Zhao Jianguo, President of Jimei Home, in the future, Dahongmen Store No. 9 will be built into a new energy display platform covering an area of ​​40,000 square meters. Except for BYD, SAIC, BAIC and other well-known enterprises will display products here. Jimei Home will also set up a special exhibition hall in the Beijing Five Stores to showcase new energy vehicles, and create a new energy vehicle application promotion and supporting charging facility display area integrating display, experience, sales, summit forum and even rally.

“In the future, we will not only be the sellers of children's furniture, but the company's business scope will expand as much as possible in the children's industry.” Sun Shuwei, deputy general manager of A Home, said that in recent years, companies are selling children's furniture products. Providing users with additional services related to children's education, and building a children's theater, plans to engage in child-related projects such as children's entertainment and children's catering in the future.

The multi-format transformation of the home industry is forced to take advantage of the trend?

Why do companies in the home sector cope with the development of business areas other than their main business? Some insiders point out that this may be related to the current optimism about the form of the home industry. Wang Linpeng, chairman of the House of Reality, pointed out that under the new normal, the home industry is facing three major obstacles. He pointed out that the macro economy has entered a new normal, and market competition has become more "you die". Most companies will gradually face problems of weak sales, falling profits, and even bankruptcies. At the same time, the Internet has had a huge impact on traditional businesses. The de-intermediation and cross-border convenience of e-commerce has seized the market of traditional commerce, and the transformation of business model is imminent. And "the consumption structure is being upgraded from 'to eat and wear the line' to 'enjoy the education and education" is one of the changes Wang Linpeng highlighted.

"The change in consumer demand has pointed out the direction for the transformation and upgrading of enterprises." Wang Linpeng said that it is based on this that the home of the family will move toward "big consumption." He pointed out that in the future, the home will transform into a consumer complex and build a mid- to high-end household consumption ecosystem.

When talking about the original intention of arranging new energy, Jimei President Zhao Jianguo said that the hot new energy market is one of the reasons why Jimei Home chose to build a cross-border experience building. “Traditional home stores are already a red sea. There is nothing but price. New energy is a sunrise industry. According to the China Association of Automobile Manufacturers, this year's new energy vehicles are expected to achieve 700,000 sales targets.” Zhao Jianguo said.

If the store expands the non-main business model in order to enhance the user experience, then what is the purpose of A Home as a children's furniture agent to extend its position to the children's industry? "We just want to leave something that belongs to us." Sun Shuwei, deputy general manager, admitted that as furniture agents, they actually have nothing. “Furniture is not our own product. The venue is that we rent the store. We don’t have our own things.” So, the leader of A home began to think, can give What are you left behind? They have locked their sights on the children's industry. Initially, they added services such as children's education and child psychology to the sales of products. In addition to the business related to furniture products, A Home has also invested in a number of children's theaters, and it is revealed that it will also be involved in children's related industries such as children's restaurants and theme parks.

Some insiders pointed out that enterprises are expanding their own business scope and the choice of strategy is not wrong, but not all cross-border will be successful. For home stores and businesses, it is also necessary to do the relevant work under the premise of planning.

(Source: Beijing Evening News Home Weekly)

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