In 2011, the home market has been in a 'cold period', the market is sluggish, and the difficulties of home stores and manufacturers are obvious to all. Then, what kind of situation is the dealers and agent groups that are not often concerned? Previously, Sohu home reporters found through investigations and visits that many dealers have issued the voice of 'Days of Sadness', which clearly feels under the 'cold winter' Survival pressure, then what is the situation of dealers? The market downturn, high channel costs, pressure from manufacturers and the impact of new channels have cast a shadow over the dealers' year.
NO.1: Demand shrinks, market downturn, sales performance is worrying
In 2011, real estate control policies were introduced, and 'restricted purchases' and 'limited loans' pushed the market to a low point. The furniture and building materials industry, which is in the downstream of real estate, failed to be 'independently' and was involved in a depressed market environment. In response to the scarcity of passenger flow in the market, some dealers issued a sound of 'difficult days'. Some insiders pointed out that real estate regulation and control policies have led to a sharp contraction in consumer demand, and dealers have fallen into a 'mire pool' and are in a dire situation.
'In 2011, a new round of property market regulation and combination of punches, the situation of the already serious home industry has become more confusing. Real estate regulation will reduce the volume of housing transactions, resulting in a sluggish demand in the home market. 'Beijing Garcia tile head Wang Zhenliang told reporters. It is understood that there are relatively few new developments in the Beijing Fourth Ring Road. The source of the renovation is now the real estate developers in 2009 and 2010. The second-time housing or the second-time renovation of the old house accounts for a large part. Purchasing power is very low. With the reduction of incremental housing, the coldness of the home building materials market has become inevitable.
The market's indifference is directly reflected in the market traffic. 'The average number of consumers who enter the store every day is very good. Even on weekends, the daily traffic is about 20 to 30 people. 'A well-known brand in Beijing, the general distributor said frankly. 'The strong real estate control policy introduced by the state has a very serious impact on the property market. To some extent, it has suppressed some of the just-needed demand, which undoubtedly aggravated the consumption wait-and-see mood. 'In this regard, Bai Xiaoxiang Beijing dealer Shen Xiaoxiang agreed, and pointed out that the current monthly turnover through the retail channel has dropped to less than 100,000.
Since the beginning of this year, reporters have also found that passenger traffic has dropped significantly compared with previous years in the process of visiting the store. Even during the 'May 1' and '11' Golden Weeks, the situation of grinding shoulders has disappeared. Some dealers even said that "sometimes no one walked into the store all day," the phenomenon of withdrawal and layoffs was everywhere. According to industry insiders, at present, more than 80% of dealers operate at a loss. The limited market digestibility has brought tremendous pressure on dealers' sales this year. The market situation of oversupply has made the survival of dealers difficult.
NO.2: Home store expansion, fast rent, high dealers, 'can't eat'
In the case of a bad situation, channel costs are still strong. During the visit, the reporter found that the dealers felt that the most helpless was the high rent of the store. In the market's cold, Tianlong Babu, the rent problem has become more and more apparent. Many media have reported that the profit of home building materials products is more than three layers allocated to the store rent, which is also a big burden for dealers with poor performance. Some dealers have calculated the account for the reporter, except for rent, electricity, water, property management, and labor. In the first ten months of this year, only the only October is profitable, and other months are at a loss. .
The high rent of the store allowed the dealers to express their feelings. In the previous stage, the well-known domestic home stores invited us to settle at the price of 280 yuan per square meter per month. I was decisively rejected. 'A famous brand dealer of Shilihe Xiaolong Ceramics Base told reporters that in recent years, the rent of the store can be described as rising. Taking a famous domestic store as an example, from 2007 to now, the rent of the same position is from 300 yuan per square meter per month. To 450 yuan, the increase is as high as 50%. Under the tide of 'sounding', Ronaldinho chose to operate conservatively and no longer enter the store.
On the other hand, with the sharp decline in market demand and fiercer competition, the expansion of home stores has not slowed down. The reporter was informed that the infinite expansion and support of the store has become an important factor in the dealer's 'difficult days'. Regardless of follow-up or follow-up, for dealers, profits are largely diluted. Yin Yuxin, deputy general manager of Oriental Home Furnishing Plaza, told reporters that the more the market opened up, the more the market was diverted. The market downturn led to sluggish spending power. Few stores would like the Oriental Homeland to come up with a '3000 back to 1000' force to support the dealers. Engage in promotions and activities.
In fact, the expansion of the store is not a superficial view. With the intensification of the phenomenon of withdrawal, the air-rent rate 飙NO.3 task is heavily pressured by manufacturers.
In the sales chain of furniture and building materials, there is also a network of super women who can't be ignored, that is, the relationship between manufacturers and dealers. Under the division of interests, there is an inconsistent contradiction between manufacturers and dealers. 'Faithfulness and separation' has become synonymous with the relationship between the two in the industry. According to reports, in this relationship, in the face of the flattening of manufacturers' channels and the double oppression of risk avoidance, the pressure on dealers' survival is increasing.
'This year's situation is worse than the situation in 2008. It can be said to be the worst year. 'Recently, some dealers told reporters: 'Because the market was good last year, manufacturers have raised their sales plans this year. These plans are all done by dealers. It seems that these goals are set too high and we are very difficult to complete. According to Wang Zhenliang, the general manager of Beijing Garcia Tiles, 'the dealers completed the task volume of the year, and the task volume of the next year is often an increasing trend. '
If you can't complete the task, the dealer will face no small loss. For them, not being able to complete the task means not earning a higher rebate. Wang Zhenliang told reporters that most of the dealerships are independently invested by dealers, and manufacturers rarely participate. The distribution of benefits generally adopts a rebate system, which sells more and more, and exceeds a certain percentage, and its rebate points increase. In the face of performance appraisal, some dealers often get their own goods in order to get a rebate. But not every dealer can get a rebate. Zhu Chengsheng, manager of the bedding planning department of the dynasty, told reporters that some unscrupulous manufacturers can't pay back in time at the end of the year, drag and drop, or refuse to cash back some dealers. The final solution is that everyone is disorganized.
Crossing the manufacturers and dealers is not only a matter of rebing, but whether the support policies of the manufacturers are in place also determines the direction of the relationship between the two. According to Zhu Chengsheng, for the 'expectation' and 'requirement' of dealers, many manufacturers will always choose 'no action', 'force the dealers to advertise and do activities, but don't give any support in terms of funds'.
'At the furniture exhibition twice a year, the manufacturers will always launch a series of new products, but they are not considered in the marketing of new products, and they are pushed to the dealers. The dealers who have just renovated for two months have to change their products and redecorate, causing a serious waste of costs. Gao Song, general manager of Jinxiu Group, said that 'the money that the dealers earned in one year is not enough to renovate.' Therefore, in terms of agency, Jinxiu Group abandoned some small manufacturers and small brands, and moved closer to the domestic first-line brands, 17173, and chose to communicate with them very 'active' red apple furniture.
In addition to the above points, the reporter learned that some manufacturers have implemented the no-fault final elimination system to a certain extent to bring pressure to dealers. Yin Yuxin pointed out in an interview that 'in the early days of opening a store, manufacturers often give dealers a discount price, but this discount price is not static and will gradually increase with time. 'At the same time, the reporter learned that many enterprises and dealers will negotiate when renewing each year. The dealers need to promise an annual purchase amount. If not, the company will consider changing dealers or improving distribution in the second year according to the actual situation. The purchase price of the merchant.
NO.4 new channels are booming and demanding consumer demand
With the rapid development of e-commerce, new channels such as group purchases and collection activities have surged, making the already deserted stores more lonely this year. The new channels have diverted consumer groups to a certain extent, impacting traditional channels. The home shopping mall that just went online in September this year has achieved good results, ranging from home textile bedding products to bathroom showers to furniture sales.
From Qumei Furniture to TATA Wooden Doors, from Taobao Love Hives, e-commerce erupted under the cold current, more and more home furnishing companies began to get involved in e-commerce, professional home consumption platforms have also been established, attracting people's attention in various forms. It can be said that it is very vivid, and it must be said that it is the 'business' of the traditional channels. The online and offline channels 'one cold and one hot' have formed a sharp contrast. The e-commerce is 'fire', and the dealer's 'future' seems to be even more bleak.
Along with the large-scale group purchase and collection activities initiated by online media, it has undoubtedly caused a huge impact on dealers. Take the home decoration university as an example, its monthly group purchase collection gathers a very high popularity. A brand floor sales director bluntly, the offline collection can gather more than 1,000 people, can sign more than 200 singles, so that the traditional store is so embarrassing.
The downturn in the market is self-evident, and new channels such as group purchases and collections have seized a small amount of consumer demand with high cost performance, resulting in further imbalance between supply and demand, and the dealers’ days are undoubtedly more difficult. Compared with the low cost of e-commerce, group purchase, and collection, dealers have to bear the high cost of labor, logistics, rent, etc., and they are naturally inferior in the promotion discount. In the face of the new channels that are coming to the forefront, what are the feelings of dealers?
Li, many dealers have said that the well-known high-end stores have begun to throw their own olive branches, but due to the grim situation, many dealers like Ronaldinho chose to refuse.
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