Furniture, Building Materials And Clothing, Catering, Children'S Products "Singing On The Same Stage".

Furniture and building materials business:

"Go to your place, your popularity".

It is understood that Dongfang Batai shopping plaza is a comprehensive shopping mall built on the top of GuangZhou East Railway Station. Although it is not close to the urban area, it has convenient pportation. It is located at Guangzhou Railway East Station in the north, and is the intersection point between Guangzhou Metro Line 1 and line 3, which is adjacent to the long distance passenger station and bus terminal.

It is worth mentioning that across the road, the east side is the only IKEA home in Guangzhou.

Many consumers say that this is a relatively high-end high-end department store, and there are not many top brands in the Plaza.

It is understood that compared with the surrounding Tianhe City commercial circle, the Oriental bathai shopping plaza is located in the Tianhe North business circle.

But Hebei business circle has developed stable passenger flow and good business atmosphere through the cultivation period of IKEA and other businesses in recent years.

Nowadays, popularity is showing an upward trend, and more and more businesses are also choosing to set up shop here.

The furniture and building materials brands such as Sophia, Wayes, and so on, all value the advantages of the Oriental Baoshi shopping mall. The responsible person once told the media: "setting up shop here is to use the popularity of people gathered here, especially young people. They may not have the professional purpose of holding buyers. But to buy clothes or to eat gourmet food, when shopping in a shopping mall, even if they enter a shop and chat with our shop assistants, they may bring business opportunities to the brand and accumulate potential customers."

Sophia, director of marketing department in Guangzhou, said that this year's shop opened in Dongfang Bao Tai was the first store in the department store of Sophia. He said that in the future, Sophia will continue to explore this way of operation and open the store to more shopping malls in Guangzhou.

Department stores:

"Add you in, help yourself to popularity."

According to the introduction, Dongfang Bao Tai is a one-stop shopping mall with three floors on the ground floor and 120 thousand floors underground, with a business area of 120 thousand square meters. It integrates food and beverage and shopping. It defines its own business categories including clothing, jewelry, catering, personal care, digital communications, home products, large supermarkets, convenience stores, etc.

This time, Sophia's new store opened with the Wayes's custom-made furniture and Holike.

Lao Zhang (a pseudonym), a member of the department store, believes that this is also the main reason for the introduction of Sophia as a shopping mall in the East.

Lao Zhang said that standing in the perspective of department stores, in the face of the impact of the electricity supplier, in addition to enhancing the shopping experience such as visiting, eating, trying and resting, many traditional physical department stores are moving towards the comprehensive life shopping plaza, relying on "doing bigger and doing the whole" to gather popularity, that is, to widen the business category and enhance the brand positioning vertically.

The first shopping mall was mainly for clothing sales, and later increased department stores, restaurants and movie theaters at the top level. The purpose was to enrich the formats, increase the flow of customers and increase the customers' stay time in shopping malls.

Now, clothing, electrical appliances and other entities are becoming more and more difficult to deal with because of the impact of the electricity supplier. Some can not afford to pay high rent, and begin to slowly withdraw from the shopping malls.

As a result, the consumer goods, which focus on offline experience, are "fortunate" to jump into a major business format of department stores through this easterly wind. More and more building materials and furniture brands have come together and become one of the leading roles in department stores.

For department stores, the way of bringing together furniture stores and restaurants, clothing, accessories, electrical appliances, children's products and other general merchandise also brings new experience to consumers and provides more choices.

Lao Zhang told reporters that no matter what type of business, good gathering and retention ability is appreciated by department stores.

It is not hard to find that now

There are many comprehensive shopping malls will choose one or two high-end foreign imported home brands to their "support", improve the overall level of shopping malls, do not seek sales, but for "face".

Lao Zhang told reporters: "consumers are mostly just passing by, unless they are high consumer customers who recognize this brand."

For the furniture and building materials brand, it is an attempt to open the store to the department store, and it is also facing the expansion of the market in the face of the cold sale of home building materials and the overall sales volume.

However, even if the brand has been pushed to the eyes of more people, it has expanded the popularity of the brand, but is willing to take the risk of "even shopping mall people do not directly choose the needs of home products". The rent has been paid quite a lot, but it can not be converted into sales. Will the home business really make such a loss making business? Who can ignore the channels behind to widen the cost?

Through interviews, the reporters learned that the reasons for the "dare not" to enter the department store are mainly concentrated in the following aspects.

First, although the department store has a large traffic volume, the customers' consumption habits determine that their target is not on furniture. The second important reason is that many department stores are located in the prosperous commercial area, and the high rent rent brings about two or three times the expensive store rents.

Besides, furniture and building materials booth need larger space area, which is a "pressure mountain" for home business.

Ms. Cheng, director of a brand furniture, pointed out that if we want to maintain profits, we can only raise the selling price, which will inevitably lead to a decline in sales.

"In the end, you can't pay rent or deduction, and the department stores also dislike you to occupy other people's places and enter a vicious circle."

Ms. Cheng said frankly.

Ms. Zheng thinks that the small shop area is also the reason why Wayes custom and Sophia custom furniture brand stores have the ability to enter the shopping mall.

"Custom Shop occupies a small area, and it will not be on the one or two floor of the mall.

As long as there is output, it can load rents and maintain profitability.

In addition, she added, another category of furniture that has the ability to enter shopping malls is high-end furniture, "because the value of such furniture is usually higher."

In Beijing, not all department stores have no furniture, such as the pure imported furniture of COFCO Plaza, and the high-end custom furniture on the first floor of Financial Street shopping center.