Helplessly get rid of the "baggage"
"I heard that the door will be closed at the end of the month, so come over and see if you can get some bargains." Consumer Wang, who just came out of Bafanglong Lighting City, carried two boxes in his hand. "At present, we have issued a notice that the contracts of all merchants will expire on the 31st of this month, and will not be renewed at that time. The lighting city will also be fully transformed into the flower, bird, fish and insect market." Dong Jianjiang, general manager of Bafanglong Lighting City, confirmed to reporters Earlier rumors.
Last weekend, the supposedly warmer spring again encountered windy weather, which made the front of Bafanglong Lighting City even more deserted. Reporter into the store found that more than half the shops had big door locked, empty people to shop, some shop door also labeled notice "the restaurant has moved to Bandung foreign exchange XX (booth)," the. In addition, some merchants preparing to evacuate are unloading and packing the lamps in the store, and the store has already been filled with cluttered boxes, showing no signs of business. At the same time, the reporter observed that out of the 16 stores in one of the channels, only 4 were still open, and advertisements such as "removal of store sales" and "special price processing" were posted at the entrances of these stores. "A chandelier with an original price of 750 yuan is now only 200 yuan, and the sample is cheaper." Ms. Li, the owner of a lighting store who is still insisting, told reporters that the product in the previous store was up to 30% off, and now it can be sold. Some Even the price of two fold. However, when the reporter expressed concerns about the after-sales issues of the lamps in the future, she made it clear that after processing a part of the goods at a low price, the store will move to the opposite Bandung Huiyang Lighting City, so it does not affect after-sales service. In addition, the reporter also found that the office area of ​​Bafanglong Lighting City, which used to be on the second floor, has now become a "flower, bird, fish and insect investment attraction".
Positioning is not allowed in volatile markets
It is reported that some merchants are planning to move to Bandung Huiyang Lighting City and Xinglong Lighting City across the road from Bafanglong Lighting City. "The North Square was originally a warehouse, and now it has been specially renovated for the merchants of Bafanglong Lighting City, which can accommodate 40 merchants in the future." Zhang Dabing, general manager of Wanlong Huiyang Lighting City, told reporters that the merchants are expected to settle in by the end of this month . At the same time, some merchants also went to Shilihe to seek new strongholds. In addition, a small number of merchants chose to pursue other businesses.
"If you continue to make lamps and lanterns, it is difficult to maintain." Dong Jianjiang told reporters that the entire market was sluggish due to the impact of the upstream property market. Some merchants withdrew their rents and made it difficult for the store to continue to operate. It is understood that the Bafanglong Lighting City was founded in 1999 and was once a member of the "Big Eight Lighting City in Beijing". Such an old store is about to bid farewell to the market, so that people in the industry are ashamed. "At present, the market is gradually saturated, and Bafanglong Lighting City has lost its advantages. Active transformation is its best way out, and it is not a bad thing." Liu Chen, Secretary-General of the Beijing Market Association Home Furnishing Branch said that Bafanglong Lighting City's rent is more than 10,000 yuan. Other lighting cities such as Longhuiyang are much lower, but they have failed to attract enough lighting brands to settle in. This is due to their inaccurate positioning and low brand concentration. "Bafanglong Lighting City is an extensive operation, with a clear market trade color, and there is still a certain gap with the modern store business model." He emphasized that if the store does not pay attention to quality, merchants can settle in as long as they pay money, they will As a result of the complex brand in the store, problems such as product quality and after-sales are frequent, which leads to a decline in the credibility of the store, which in turn causes consumers to lose. Brand companies withdraw from the store, and the reduction of brand companies makes the store further untrustworthy. . Over time, a vicious circle has formed, with fewer and fewer consumers visiting the store, and the loss of the branded companies that have settled in it has even led to the gradual elimination of the store by the market.
The industry has entered a period of centralized adjustment
The advantages and disadvantages of entering merchants not only affect the survival of low-end and mid-end lighting cities, but also play a vital role in high-end positioning of lighting stores. Nowadays, some high-end lighting stores have begun to increase the entry threshold for merchants in the store. "Our contract with merchants is about to expire. At present, the company intends to remove some merchants who have weak brand awareness or violate market regulations." He Shan, general manager of Colliers International Lighting Port, told reporters that there is a need for some stores in the market. Merchants who are advancing and retreating. "It is common for companies to fail due to poor management, and there is no need to magnify this, causing panic in the home industry." Liu Chen told reporters that the current status of the entire home market is not optimistic, and industry reshuffle is inevitable. As a "washed out" company, it should face reality and reposition itself. Other companies that have not been washed out should be in danger. While practicing their internal skills, they should also pay attention to expanding their ideas and innovating their operations.
"When the industry reshuffles, examples of companies being shuffled due to poor management do have a warning effect." He Shan said that both small and medium-sized enterprises and large enterprises should strengthen their own brand building to resist external shocks. "When an enterprise finds itself unable to cope with the market, it should adjust its format and build its brand in a timely manner." In his view, the timely transformation of Bafanglong Lighting City is a wise move. "Only by constantly innovating and discovering their own advantages, enterprises can move forward steadily." He said, for example, the "International Famous Lighting Network" which was launched earlier this year is an innovation in the field of e-commerce. In addition, in March last year, Colliers International transformed "brand stores" into "brand manufacturers' direct stores", allowing manufacturers to directly participate in the management of direct stores, timely understanding consumer needs, reducing intermediate links, and maximizing profits. The space gives benefits to consumers and gains market recognition.
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