After experiencing the rapid development of the first 10 years, the competition in the domestic home furnishing industry is very fierce. The consumption in the professional market in the primary market tends to be saturated, leading to fierce competition to the secondary market, and the marketing radius of the merchants has begun to expand. At the same time, as consumers' material living standards improve, the consumer's furniture consumption radius has also begun to expand.
Under such a background, the first- and second-level market battles have begun to highlight contradictions: the primary market mostly starts to lead brands with hypermarkets and professional markets, and tries to sink the channels and extend the reach to the secondary market. In order to protect their own "cakes", the market is desperately crowding out "foreign invaders" and even using "force". The struggle between the two forces for the market has finally led to a "war crisis". What is wrong? How to deal with this crisis?
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Langdu Expo Park welcomes the Qingbai River
On September 8th, the “First Home Purchasing Festival†at Langdu International Home Expo Park in Guanghan was opened. The famous host Xie Na was on the scene of the host of the wave, and pushed the procurement festival to a climax. At the same time, Langdu International Home Expo Park sent more than 100 free shuttle buses to and from Chengdu, Xindu, Qingbaijiang, Jintang, Deyang and other places. Near noon, consumers reached tens of thousands of people. However, at around 15:00 on the 8th and on the morning of the 9th, the Langdu Expo Park was repeatedly blocked when it received the early reservations of the Qingbai River: the local counterparts blocked the direct access to the Langdu Expo Park and prevented consumers from getting on the bus. It is also not allowed to re-enter the Qingbai River staff of the Expo Park.
Xu Mingde, head of the Langdu Expo Park, said that the free shuttle is a special service provided by the mall for consumers. Qingbaijiang New Square was chosen to facilitate the concentration of local consumers, because the new square is a landmark that local consumers know, but they do not want to be so strongly opposed by local businesses.
For the practice of the wave, Qingbaijiang’s counterparts were obviously very dissatisfied. On the day of the incident, in the Qingbaijiang New Square, dozens of local merchants around the one-way Expo Park were not allowed to pass through, and the local furniture and building materials shopping malls appeared very excitement. "This year's business is not good. Guanghan's shopping malls use low prices to attract customers and also rush to Qingbaijiang's site to grab customers. As a peer, they are definitely not willing." A building materials dealer who did not want to be named believes that Langdu Expo Park The vigorous publicity has already exerted tremendous pressure on local home sales, and Expo Park even opened a shuttle bus to “grab†customers, which is not kind. Although the Wave Expo Park has repeatedly stated its position, it can be considered to freely pick up and drop off consumers in other areas of the Qingbai River. However, it is difficult for both parties to reach an agreement in the end, because the Qingbaijiang merchants believe that Guanghan’s peers should not appear in Qingbaijiang and firmly say “ We don't go to Guanghan to pick up customers, and we don't allow you to enter our Qingbaijiang."
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Government functional departments: can promote public transportation and transportation to ensure fair competition
For this incident, at 5 pm on the 9th, the relevant person in charge of the Qingbaijiang District Foreign Affairs Office and the Chengdu Business Daily reporter got a telephone contact and reported that the Qingbaijiang District price and industrial and commercial departments rushed to the police station for coordination and treatment, which was reasonable and legal. The business will be supported and guaranteed by the government. In the future, the International Home Expo Park will enter the Qingbaijiang area to carry out publicity activities such as issuing leaflets. It is necessary to file with the urban management department in advance, and at the same time, it can choose a fixed point within the legal scope. Transfer customers.
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Reporter: Businesses are noisy, consumers are very calm
Compared with the fierce disputes among the merchants, the consumers are very calm. "Hey, there are scorpions arguing, now there are stores everywhere you can buy online, and finally where to buy, it is not our own decision." A consumer on-site watch told Chengdu Business Daily reporter, now buying things There are too many channels, Internet, purchasing, travel... trading can happen at any time, but in the end, he will consider his own price more suitable, where the service is better, where is more convenient, to determine their choice.
Lawyer: normal business conduct is inviolable
Yang Shaohua, a lawyer of Sichuan Junhe Law Firm, told the Chengdu Business Daily that according to the provisions of the State Administration for Industry and Commerce's “Reply to Enterprises on the Issues Related to Business Activities at the Peripheral Point of Residenceâ€, corporate legal persons can engage in business activities in their own names. As long as it does not belong to the set-point operation, there is no need to set up a business license, and the promotion and publicity activities of the Open Expo Park to open the train to the consumers are reasonable and legal. Even if it enters the community propaganda, it is also a normal business operation under the market economy conditions. Nor did it violate the Advertising Law. On the contrary, the violent obstruction of some merchants in Qingbaijiang has already violated the person and property, which is already illegal.
Industry Chamber of Commerce: Obstruction is not as good as cultivation
Rong Weiwei, executive vice president and secretary-general of the Sichuan Chamber of Commerce for Import and Export of Furniture, told the Chengdu Business Daily that the market is open-ended. In any case, the market and consumers are inherently a “two-way choiceâ€. Nowadays, consumers' consumption radius is expanding, and the sales radius of merchants is also expanding. For example, Yuan Rui, Xiangjiang, the opening of the home and the home international shopping mall, etc., all of which are based on shopping malls, extend the service to the terminal as a store, find market increments for their brands, and use various marketing methods or Cross-regional development to accelerate the maturity of regional locations and enhance the competitiveness of the market.
Rong Weiwei said that in the future, the consumption channels in the home market will have more interlacing, blocking this trend, it is better to cultivate internal strength to meet the challenge. He believes that businesses should not use the "wolf coming" mentality to resist competition, but should meet the challenge with an open mind. He believes that both the logistics advantage and the brand advantage, and the more expensive home furnishing market will bring pressure to the peers and the industry to a certain extent, but in the long run, it is an effective drug for the market.
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