Text/Hong Xiaochun
February is coming to an end, and China Ceramics Network has been paying attention to the recovery of the terminal market after the "Black Swan" incident. Today we will take a look at which home building materials stores across the country have successfully resumed business.
National Terminal Market in February
Statistics on the opening of home building materials stores< /span>
1. Red Star Macalline:A week ago, Red Star Macalline issued a notice on its official Weibo account that due to the epidemic, the opening of shopping malls across the country has been postponed again to February 29, while shopping malls in some areas have already opened first. , such as Tianqiao store in Jinan, Shandong. The author learned from the merchants of Red Star Macalline Jinan Tianqiao store through WeChat: "There were not many customers on the opening day on February 25, and the mall still used online Taobao live broadcast to attract traffic."
2. Easy Home: The national opening date of Easy Home is February 22, and most stores have resumed normal operations (such as the Beijing North Fourth Ring Store). In order to avoid crowd gathering, Easyhome advocates consumers to experience the in-store service by appointment and implements a contract purchase system. According to Su Hongmei, the general manager of Juranzhijia North Fourth Ring Store and North Fifth Ring Store: "Customers came to the mall right after the mall opened on February 22. There were 26 brands placing orders that day, with sales of nearly one million yuan throughout the day."< /p>
3. Yuexing Home Furnishing: On February 18, Yuexing Home Furnishing shopping malls across the country have fully resumed operations (the resumption time in some cities is still based on local policies). Yuexing Home Furnishing will designate the opening day as the "Fire and Thunder Festival", and at the same time establish the "Yuexing Exclusive Anti-epidemic Fund". From February 18th to 28th, Yuexing's shopping malls across the country will donate 100 yuan for every 1,000 yuan in sales to fight against the epidemic. epidemic.
4. Ouyada Home Furnishing: On February 22, Ouyada Home Furnishing in Changsha and Ouyada Home Furnishing Baiyun stores in Guangzhou resumed normal business; on February 24, Ouyada Home Furnishing in Jinan City resumed normal business. It is understood that this group, which started in Wuhan, has a large number of employees in areas hardest hit by the epidemic. Since January 23, Ouyada has required all employees to perform health check-ins every day; starting from February 3, all departments and business units of the group have officially opened Work online.
5. Other building materials and home furnishing stores: On February 21st, Suzhou City’s Haodejia International Home Stores resumed normal business; on February 22nd, Xiamen City Jijiajia World and Changsha City Xiyingmen Building Materials and Furniture Plaza resumed normal business; on February 25, Wuxi Huaxia Home Furnishing Port and Jinan Ginza Home Furnishing Beiyuan Store resumed normal business. Previously, Yantai Jiahe Lotte Group announced that the opening of its shopping malls would be postponed to February 24. However, the author sought confirmation from local dealers and learned that none of the three Jiahe Lotte stores in Yantai City have successfully resumed business, while Yantai Hongtai Home Furnishing has tentatively decided to resume operations. The opening date is March 2nd.
▲The first day when the store resumes business
Generally speaking, not many home building materials stores can successfully resume operations at the end of February. Even if they resume operations, the traffic and sales volume will be very meager. This is the case for most stores across the country. Usually after the Spring Festival, the Spring Home Decoration Festival and 315 will follow, and the home building materials industry will usher in the peak sales season at this time. In 2020, due to the impact of the epidemic, stores were unable to operate normally for a long time, causing huge losses to dealers. In addition, after the epidemic is over, the recovery of store traffic will still take a long time, which is likely to affect the market in April and May. .
As one of the distribution channels for ceramic tiles, a home decoration company employee said frankly: "Although contracts can now be signed electronically, the entry time, decoration time, and material availability in the contract cannot be determined now, and sales are stuck in these." In addition, any aspect involving offline installation and post-processing cannot operate normally if workers are not in place. For categories such as soft furnishings, as long as the logistics is smooth, there will be little impact, but such as ceramic tiles, cabinets, etc. The impact on categories such as doors and windows can be described as terrifying.”
A shopping guide for a ceramic tile brand told the author: "The sales of home building materials still rely on store showrooms. In the past, when offline stores were not open, our performance was basically zero; now even if we open, the performance has not improved much because everyone I am very afraid (of the epidemic) that the flow of people in the mall will not recover so quickly.”
Traditional sales model is blocked
The digital transformation of stores has become a hot topic
The epidemic has made sales in many industries difficult. For a while, many people turned their attention to online, trying to grasp this life-saving straw.
Because of the need to isolate at home, new retail is once again hotly discussed. Hema Fresh has become a popular "vegetable basket" among the public. According to statistics, during the epidemic, the number of online orders for Hema Fresh increased by 220% compared to the same period last year;Tubatu announced backend data that the average daily video visits to the Tubatu website in February were more than three times that of December. In addition, the growth rate of user access to tool software multiple times this year was more than 66% higher than the same period last year.
Industry insiders analyze that the period of home isolation and "cloud office" may be a major opportunity for home building materials companies to develop online sales, and the "epidemic" may lead major home building materials stores to the forefront of digital transformation.
▲Juran Home Tmall Smart City Store< /span>
Jiran Home’s performance during this epidemic is a large-scale “real fragrance scene”. Once upon a time, it was well known that Juran Home disliked Alibaba. It is said that it had signed a "voting letter" together with 19 other members of the home furnishing association, announcing that it would "block" Tmall's Double Eleven, and also explicitly prohibited its merchants from participating. However, since it "joined hands" with Alibaba in 2018, Easyhome's GMV (total transaction volume) on Double Eleven in 2019 exceeded 9.764 billion, and it is known as the "No. 1 store in the Tmall universe".
Due to its early layout of new retail and digital transformation, Easyhome performed well in this "all employees stay at home, online sales". As of February 20, 232 Easyhome stores across the country have launched online live broadcasts. While displaying products, they can provide consumers with online science education and answer questions. According to statistics, a total of 7,374 live broadcasts have been broadcast, with a cumulative number of viewers exceeding 1.106 million, a cumulative viewing time of more than 150,000 hours, the number of new fans exceeding 220,000, and the number of transactions led by live broadcasts exceeding 16,000.
▲Each merchant in Juran Home launches Taobao Live Broadcast
On February 22, Juran HomeAfter the major supermarkets in the country resumed operations, they continued to open online service channels, and met consumers' shopping needs through new methods such as intra-city stations and live broadcasts, and completed the process of attracting traffic and accumulating customers to empower brand merchants. According to Juran Home, the localized e-commerce platform intra-city station jointly created with Alibaba has spread to 74 cities in 24 provinces, municipalities and autonomous regions across the country, covering 110 Juran Home stores, with as many as 52,000 products available for purchase online. .
When it comes to Juran Home, of course the old rival Red Star Macalline is indispensable.
Currently during the epidemic, Red Star Macalline has launched the "1+N" assistance plan. According to Red Star Macalline, the first is to exempt self-operated shopping mall merchants from any one-month rent and management fees, and directly inject blood to merchants to solve the problem. Financial difficulties. N includes providing 2 months of "Design Cloud" free of charge to settled merchants, 2 months of free provision of the smart marketing system "Turdou Cloud" to the entire home furnishing industry, and 2 months of free access to the entire education platform.
In addition to helping merchants connect "two clouds" services and enhance online customer acquisition capabilities, Red Star Macalline is also accelerating digital construction. It is reported that as of 2019, Red Star Macalline has completed the launch of 24 shopping malls in 6 cities, and plans to complete the digitalization of all 428 shopping malls in 2020 and connect them all with the Alibaba system; the strategic cooperation agreement between Red Star Macalline and Alibaba will Accelerate the launch of products and services to dealers. In addition, Red Star Macalline’s Tmall intra-city store will also be launched online to help consumers communicate about products or services.
In addition to Juran and Hongxing, other home building materials stores are not far behind in terms of digital transformation. It is understood that Ouyada Home Furnishing has increased additional basic marketing expenses, digital marketing expenses and joint marketing resources in shopping malls across the country by a total of 500 million yuan. During the special period, Xu Jinghong, President of Yuexing Home Furnishing, also proposed to transform from traditional stores to pan-home new retail. The strategic direction of the life mall.
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Yesterday's tweet (click here if you haven't seen it) mentioned that Evergrande's online house selling is very popular, and now Juran Home's online live broadcast is also very popular. Looking back at our ceramics industry, e-commerce and new retail have been making empty claims for many years. But it always seems to be one step slower. Under the epidemic, construction and ceramics companies are paying more and more attention to digital marketing, and those companies with determination and ideas have made the immediate decision to "make up lessons."
The person in charge of Qianlong Technology (an online company dedicated to the research and development of digital sales assistance solutions for the pan-home furnishing industry) revealed to the author: “We received several brand market leaders last week to inquire about digital marketing tools, possibly due to the epidemic. Marketing has been hindered, which has forced many brands to actively embrace online digital marketing tools. A certain ceramic tile brand is one of them, and the decision-making process and implementation were a bit fast, and we also started work online in advance.” It is reported that in only half a month, the brand started. The digital marketing early version of the APP has been fully launched and is currently in the early stages of introduction and improvement.
Regarding the construction of a digital operation system, Li Xuanxuan, head of new retail at Easyhome, said: "Although we have talked about a lot of strategies, tools, and technologies, the driving force that can really promote the transformation and upgrading of enterprises comes from the change of thinking." It can be seen that in In the process of promoting new retail and digital transformation, the biggest obstacle is not capabilities or resources, but people's cognition. This series of reforms cannot be completed overnight. Li Xuanxuan also emphasized:Building a digital operation system must be systematic, otherwise there will be pitfalls one step at a time.
