&Nbsp Is Not Acclimatized; Red Star Is Away From Nanchang Market.

Known as "the first brand of China's household circulation industry", the Red Star Kai Long (hereinafter referred to as the "Red Star") had a great sensation after entering Nanchang in 2003.

But now, the red star mall has no trace in Nanchang.

In this regard, the reporter conducted an investigation and interview.

Event

Nanchang local home business takes over the Red Star site.

Recently, the reporter passed the original

In the red star's official website, the group mentioned that there are home stores in Nanchang. There are still "Nanchang welcome shop" in the layout of the network, but the service phone in Nanchang has been shut down.

"Red star has gone?" no! Red star is a relatively large home chain store.

Nanchang's competition is fierce, but the market potential is not small. The withdrawal of red star will bring adverse effects to Nanchang. "

When reporters interview other home stores, they often hear such statements.

review

The concept of red star is not easy to applaud.

In August 28, 2003, the three famous shops of Wanda shopping plaza, WAL-MART shopping plaza and Red Star McLean International Furniture Plaza, located on the north side of the Bayi Plaza in the busy section of Nanchang, opened simultaneously in Nanchang.

In this prosperous area, the department store industry is on fire, but the household industry is behaving rather usual.

More than a year after entering Nanchang, red star and Wanda shopping plaza broke up in February 2005, announcing "Dan Fei".

On the day of August 28th, the Red Star reopened on the venue of the original Yingbin furniture city.

In February 2009, red star Nanchang two shop opened in Jingdong, the area is 3 times more than the welcome shop. It is called Nanchang's first super large chain furniture MALL, which combines decoration, building materials, furniture, household appliances and accessories.

However, the market of Nanchang building materials industry is not standardized or immature for many years.

Red Star launched in the Jingdong building materials store, the concept of applause is not easy to win.

According to a person in charge of Jingdong's deer tripod, red star has been operating for more than six months, and has withdrawn from Jingdong stores. Merchants have signed a contract to Jingdong Lu Ding, and then withdraw to Welcome Boulevard.

Reason

A. red star still has some acclimatization in Nanchang.

For the red star's departure, Nanchang

At the same time, after the withdrawal of the Red Star Jingdong store, it retreated to its original welcome shop, and the area of the welcome shop was only 30 thousand square meters. Compared with the about one hundred thousand square meter and nearly 200 thousand square meter shopping mall in Nanchang, it is no doubt that it is ashamed of itself on scale.

The choice of the public is limited.

Business is about "popularity". The popularity of Hongxing welcome shop is not as good as that of other stores.

From the perspective of consumption power, it is difficult for Nanchang to compare with Beijing, Shanghai and other tier cities.

In such a consumption state, local businesses have strong advantages and easy to grasp the psychology of consumers.

After the red star entered Nanchang, some marketing methods and business strategies were applied in the local area.

Red star has been expanding rapidly in recent years, but there has been a disconnect between management and talent.

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B. Nanchang home stores are very saturated.

A marketing director of a large home store in Nanchang told reporters that with the sale of home stores such as Xi Ying men in Nanchang, the city's stores had obviously oversupplied, and homogenization became more and more serious.

According to the normal situation, 100 thousand people maintain 10 thousand square meters of home stores, with about 2000000 of the urban population in Nanchang, only can afford nearly 300 thousand square meters of stores, but at present two or three stores in Nanchang area of more than 300 thousand square meters.

At the same time, the way of promotion is relatively single, and the attraction is not strong. The sale reduction is one of the public strategies, which makes the distributor in a meager profit.

The rental prices of various stores in Nanchang are also playing a price war, which makes the profit of selling large household stores getting thinner and thinner.

Low return on investment should be one of the main reasons for red star's withdrawal from Nanchang.

Yingbin international home Plaza, a principal person in charge, said that in the process of home decoration, the proportion of building materials accounted for a large proportion, household accounted for only two or three of the total, and the scale of home stores was far larger than that of building materials.

At present, there are 7.8 million square meters of Nanchang home stores, and there are obvious oversupply. The surrounding Fuzhou, Jiujiang, Yichun and so on all have large home stores, which makes Nanchang home shopping outlet radiating power limited.

It can be said that many household businesses in Nanchang are in a small profit state, and some even lose money, making the home industry boom low, and the operation is relatively difficult.

guess

Red star, the two layout of Nanchang?

According to a Nanchang home industry insider, from the current situation, the red star has completely withdrawn from Nanchang and appears somewhat low-key.

However, the red star is going to make a comeback and re layout in Nanchang. It is rumoured that it has taken the land beside the hero bridge and built its own store, and no longer takes the way of renting.

But according to the reporter, this may be the "smoke bombs" of Hongxing or Nanchang real estate sector. The red star's re entry into Nanchang is still unknown.

Reporters noted that from the beginning of last year to the present, land pactions in Nanchang, there is no red star to take the situation, which indicates that the red star in Nanchang to build a home store is still only a legend.

Tao Dongming, director of the Nanchang municipal commercial and Trade Commission's market system construction department, told reporters that the construction and planning of large commercial outlets must be registered and registered by the trade and Commerce Department.

At present, there is no related material that Hongxing wants to build home stores in Nanchang.

Whether the red star is stationed in Nanchang again? The reporter consulted the Department of Red Star headquarters, which is responsible for the Propaganda Department of the enterprise, and the other party used commercial secrets as an excuse.