[Office Partner Information Center] Nothing to go to the department store near the place to go shopping, buy clothes, eat dinner, and experience the "future home" by the way, maybe even the decoration of the new house was given. . With the expansion of the home business channel, after entering the Xinjiao Community, entering the department store is becoming the next hot spot to try the water. In the future, when you buy a house and buy furniture, you will get it at your doorstep.
Buying home products in department stores, this can have 
On November 25th, Huiji Wanda opened, and many department stores and catering enterprises also appeared. There are also several home furnishing companies, including custom-made Sophia, Shangpin home, Langton, bedding, mousse, and Ikas. And IKEA, etc., and the home appliance store Suning is neighboring, and jointly experience the turbulent popularity brought by Wanda Plaza's comprehensive business.
Huiji Wanda, located near the intersection of Kaiyuan Road and Wenhua Road in Zhengzhou City, is in the blank area of ​​the home furnishing industry. There are almost no decent home stores in the area, especially building materials stores. However, with the rapid development of the real estate situation, the market has continued to emerge, and the popularity is increasing.
According to Fu Lihua, the chairman of Kaili Home, which opened two stores in Huiji Wanda, during the opening event of Wanda, the popularity was overwhelming, and the flow of people was unmatched by the home store, and it was relatively long-lasting. However, as Wanda's positioning is for mass consumption, the matching of brands still needs to be followed up. Yan Hui, chairman of Langton Homes, also said that with the huge passenger flow, the customers who entered the store experience far surpassed the home store, and collected hundreds of customer information on the opening day.
Experience re-consumption first, home consumption is more convenient
In the face of the passenger flow far away from the home store, how about the sales situation of the home business? Fu Lihua said that although there are signings, compared with passenger flow, the single rate is relatively low. To say the biggest gain, or to effectively improve the brand's exposure. Yan Hui also said that in the case of the integration of three custom-made brands, everyone had a certain sales that day, and it should be said that they have achieved good results. However, most of the signing customers are not formed by the natural flow of customers on the spot, but the brand has promoted the community around the opening activities, attracting some target customers. More new customers are mainly to the store experience and understanding. It can be said that the promotion effect of the brand is far greater than the operating income, and more is still the display window of the brand.
It is understood that on the opening day, some brands have introduced a policy of free design for paying a deposit of 100 yuan, and collect dozens of deposits. The scene also reflects some situations, some consumers still have a certain awareness of well-known brands, which also increases the possibility of becoming a single. Put the consumer's experience behavior forward, whether you buy or not, first feel it. After that, once there is demand, the chances of choosing to be familiar with the brand will increase.
Fu Lihua told reporters that the reason why Wanda is stationed in the company is the agent of the company's mousse bedding manufacturer. At present, Mousse has signed a strategic cooperation agreement with Wanda, and will enter the Wanda National Mall in the future.
Qi Hui believes that the current passenger flow in traditional home stores is difficult to guarantee, and it is necessary for merchants to open up more channels. In the past, everyone has swarmed into the new housing community and tried to intercept some customers. At the same time, with the rise of custom homes, the number of customized brands in the store has been increasing, and there are nearly a hundred stores, and the competition is very fierce. It is better to jump out and find another way. But all the measures are closer to consumers.
Traditional home stores add entertainment, this is not far off
Many people in the industry said that the move to enter the department store category, Shangpin home delivery is one of the best. At present, Zhengzhou Shangpin's home delivery has completely withdrawn from the traditional home store, but in the department store category to set up experience stores, and even life stores, let customers start from the experience. This trend is also very obvious across the country, and the effect in some cities is very prominent. It is the success of Shangpin's home delivery, so many home brands have begun to test the department store, and many brands encourage manufacturers to try.
As a rookie of local custom brand, Langton has adopted a promotion form of real estate cooperation model room, self-built independent store and stationed department store. Yan Hui believes that home brands can no longer rely on the natural flow of traditional stores, and all kinds of channels must be tried. Especially for the characteristics of the post-80s and post-90s consumer groups, the individuality is outstanding, and it is more convenient, fast, and anytime, anywhere service. It is necessary for the merchant to change the past sales model, so that the experience is more advanced and the consumption is more convenient.
Fu Lihua said that as a new model, selling home products in department stores also needs guidance. She believes that the future business format should be integrated with each other. Not only will department stores introduce home-made brands, but traditional home stores should also introduce department stores and catering to better solve the problem of passenger flow and popularity. It is understood that the current home has begun to try, to "big consumption" to create a high-end family consumer ecosystem, in the future, will introduce Italian catering, film and television, fitness, pension supplies and other formats, the introduction of children's theme park Has signed a contract.
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