â–¡ Our reporter Lu Jun once smashed the sand in the Chinese market, and a large number of international home furnishing giants, Bianju, suddenly came back and opened five new B&Thome stores in one breath. After entering China for more than a decade, the French home furnishing giant Leroy Merlin, which has only one store, has expanded rapidly since 2017. In just over a year, four new stores have been opened. In the foreign chain home stores that have been quiet for many years in China, suddenly they have taken the pace of expansion. What are the mysteries behind them? Ningbo XISXI E-commerce Co., Ltd , https://www.petspetsproducts.com
Lehua Meilan opens four stores a year. The first floor of the Auchan hypermarket in the fourth ring of Beijing's southwest is the Lehua Meilan Kexing store. In fact, in the 14 years since entering China, Lehua Meilan has only been a store in Kexing. Consumer Daily reporter saw here that this is a large-scale home store, the business format is the model of home supermarkets, consumers themselves choose furniture, building materials and other products. However, unlike other professional home stores, Leroy Merlin has a large feature of small household items, outdoor products and small accessories. Most customers, even if they don’t buy large pieces of furniture and building materials, will enter the store. Picking a few small items that you like to take away is an advantage and feature of Leroy Merlin.
Another advantage of Leroy Merlin is the home improvement sector. At the entrance to the hypermarket, it is Lehua Meilan's home improvement negotiation room and design exhibition hall. The reporter saw that there are still many customers who negotiated renovations inside. Unlike other decoration companies, Lehua Meilan is not a customer service staff, but a home improvement designer. In the negotiation area, each reception room is a designer's workshop and exhibition room.
A young designer who just received the customer told the reporter that the customers who want to decorate in Lehua Meilan are first to come to them, and after fully communicating with the designer, determine the style and cost budget of the decoration. After signing the contract, the customer will get one. Zhang Lehua Meilan home supermarket VIP card, Cary can store value, use this card to buy furniture, building materials, etc. in Lehua Meilan can get discounts. According to the regulations of their company, all the decoration materials of the customers must be purchased in Lehua Meilan, because the products of Lehua Meilan have quality guarantee, and there will be no quality problems after the renovation. And Leroy Merlin's products are very rich, and can fully meet the different decoration needs of customers.
According to the reporter's understanding, since 2004, after Lehua Meilan entered China, for more than ten years, only the store of Beijing Kexing Store has been used. However, since 2017, Lehua Meilan suddenly launched four new stores – Lehua Meilan Fangshan Store, Sijiqing Store, Yuegezhuang Store, and World Flower Shop. The location of the shop is full of people and the surrounding area is prosperous. Commercial area. Leroy Merlin's own brand products and overseas home improvement inspiration are its biggest highlights. It is reported that Leroy Merlin has 13 own brands under its own group.
B&Q opened five stores at the same time as Lehua Meilan. B&Q is also a home supermarket format. When it first entered China, B&Q’s momentum was very fierce. In just a few years, it opened a number of branches, once letting the domestic home store exclaimed "". The first competitive market strategy of B&Q was price war. It was claimed that the price of the products in its store was the lowest. If consumers found that the same product price was lower than B&Q, B&Q would pay double the money. The reason why B&Q dared to make such an advertisement came from its purchase of such products from suppliers, and the price was very low. But no matter how you buy it, the price is not the lowest, only lower. Soon after, there were many incidents in which consumers found similar products and claimed for them at a lower price than B&Q. In the end, the price war of B&Q was gone. The most important thing is that the sales business of DIY supermarkets in B&Q has been unacceptable in China, because Chinese consumers rarely have their own hands-on decoration. Most of them are entrusted to the decoration company. Therefore, a few years later, B&Q China suffered a large loss, contracted stores, and there was an incident of debt collection by suppliers. Finally, there is only one or two stores in B&Q in the Beijing market.
However, in 2018, Bai'anju, which has been quiet for many years, has made a big news in the home furnishing industry, announcing that it will open five B&Thome new retail home smart stores at the same time. This is the first batch of new retail home smart stores that are fully covered at the same time.
Home retail enters a new era Why international home giants will suddenly make a comeback and expand rapidly? Industry experts believe that the most important point is that the home market has entered a turning point, new retail, intelligent will become a major trend in the future development of the home industry. For the home store, in the new era, everyone is on the same starting line. A new era of competition has arrived. The giants of foreign home chain stores that once smashed in China have regained their spirit and exerted their advantages. A new competition has begun.
In fact, the relevant person in charge of B&Q also said that the past 2017 was called the first year of new retail, and the new retail began with the digital transformation of the traditional retail industry. The core of the consumer is the consumer-centered product and service. Data such as payments, membership, and inventory are commonplace, providing consumers with a cross-channel and seamless service experience. The new format will bring new opportunities. The five new retail and home smart stores in B&Q will be opened. It can be seen that B&Q has handed over the first answer to the new retail exploration of the Chinese home furnishing industry. Focusing on products, B&Q will use artificial intelligence, black technology, big data and Internet of Things and other innovative technologies and means to integrate the three core elements of consumption, “people, goods and fieldsâ€, and empower the offline store with intelligent technology. Upgrade to create a new shopping experience centered on the needs of consumers' homes, and transform the traditional home industry into a new retail model.
In the future home market, will Chinese local retail companies dominate the world as before?
International home furnishing giants test new retail sales come back