【 Building materials network 】In relatively backward cities, wallpaper pin Almost all of them have more than 10 businesses. The current wallpaper market situation in most second and third tier cities is that low-end brands play the leading role and middle and high-end brands are hard to find. According to the survey data, the proportion of wallpaper dealers who want to change or add brands in first tier cities is slightly lower, about 30%; The wallpaper dealers in the second and third tier cities want to increase or change their brands up to 70%.
　 Wallpaper low-grade brand plays the leading role
In relatively backward cities, there are almost only a dozen wallpaper dealers. The current wallpaper market situation in most second and third tier cities is that low-end brands play a leading role and middle and high-end brands are hard to find. According to the survey data, the proportion of wallpaper dealers who want to change or add brands in first tier cities is slightly lower, about 30%; However, more than 70% of wallpaper dealers in second and third tier cities want to increase or change brands.
The main reasons are as follows: at the front, the home furnishing market in the first tier cities is greatly affected by the real estate policy, and it is still in a downturn. Dealers dare not act rashly, and they all adopt the strategy of conservative management. However, the construction of buildings in the second and third tier cities is still in full swing, with less impact, and the demand for wallpaper is still growing; Second, the wallpaper market in the first tier cities has been relatively saturated, most of the well-known brands have settled in, and the remaining "cake" is very limited, while the wallpaper market in the second and third tier cities has just opened, which is a good time to seize the "cake"; Third, with the improvement of the economic level of the second and third tier cities, people's brand awareness has gradually increased, and small brand wallpaper is no longer favored by consumers. In order to meet the needs of consumers, dealers need to increase the operation of high-end brands.
　 The competition in the first tier cities is too fierce, and dealers choose to retreat to advance
In the first tier cities, the impact of real estate regulation is relatively large. Red Star Macalline, Fantasy Home, Ginza Home, Fulma, Century Home, Hibo Home, Lotte Home... The development in recent years has made these urban home furnishing stores blossom everywhere, and also intensified the competition among dealers.
Under the condition that the brand layout in the first tier cities is basically mature and the economic environment is not optimistic, most dealers spare no effort to carry out promotional activities to maintain the operation of existing brands. However, the store rent, operating expenses and after-sales service costs continue to rise, constantly touching the weak bottom line of dealers and testing their affordability again and again. A small number of dealers who could not survive had to leave after learning from their mistakes. This part of dealers are often concentrated in stores outside the bustling business district, or in stores that are still in the cultivation period.
Dealers who have multiple franchised stores often choose to close one or two stores with poor efficiency; Dealers who only have one store, or retreat to advance, temporarily shut down for "hibernation", or look for mature business districts, waiting for the opportunity to fight again next year.
In order to achieve sales performance, enrich product categories and attract customers, and survive better in the cold winter, dealers in second tier cities generally adopt the business mode of acting as agents for multiple brands to face consumers at different levels. Some dealers even engage in different industries in the same store, such as floor And wallpaper carpet And wallpaper, fabric and wallpaper and other combinations of business methods are also very common.
At present, most wallpaper shops in China choose a well-known brand to support door Noodles or stores with their names to attract consumers and improve the level of stores. Multi brand and multi-level operation has become the main way for wallpaper dealers to increase sales. Dealers often choose some mid-range brands with high cost performance and high quality to earn rich profits. At the same time, they choose some low-end brands to compete for price and attract customers with low-cost products to win in the weak market.