The independent store form was once the "patent" of the Chuanpai furniture brand. The success of the Chuanpai furniture brand is also a success in the form of an independent store. Whether the single brand independent store form will become the mainstream form of the future development of China's furniture terminal retail industry has never been interrupted. There has never been any conclusion. However, we can see the fact that, in recent years, the "professional brand" of China's furniture industry has laid out a large number of independent stores. Perhaps we can see the trend of some professions from the form of big stores opened by these professional big names.
My judgment is that the appearance of independent large stores indicates that the beginning of the “consumer brand†of the furniture profession.
The success of the independent storefront pioneer Chuanpai furniture single-brand independent store form in the third and fourth tier cities has laid a certain foundation for the development of single-brand independent stores. Now, the representative brands of the Guangdong, Beijing, and Zhejiang school furniture brands have now begun to build single-brand independent stores. Even some brands of independent large stores have an area of ​​more than 10,000 square feet. Just like a hypermarket.
Why in the past two years, these "professional big names" (also including major brand building materials professional) have laid out a large number of independent stores? Please see the following analysis. Professional big brands break the change, and professional big brands want to control more of the retail market's dominance. The independent store form is one of the ways to break the change.
We all know that many of the professional brands of the furniture industry in China are mostly based on national home chain stores and regional home chain stores. In China, there are "consumer brands for home stores" and "consumer brands for furniture brands". The reason why this phenomenon exists is that most of the major brands in the industry rely on large-scale home stores. In other words, the brand awareness of home stores is much higher than that of some professional big brands that are located in home stores.
The reason why the professional big brand is called the professional big brand is that the professional big brand has increased its popularity by relying on the endorsement of the national chain of large-scale home stores. The professional employees know that consumers do not know. In the consumer's cognition, the brands in the national chain supermarkets such as the Red Star Macalline, Moon Star, and even Home, are considered to be the big brands in the profession. On the contrary, it is not considered a professional big brand.
For the furniture industry practitioners, the awareness of professional big brands is relatively consistent. However, consumer recognition of the big brands of furniture professionals is all sorts. In other words, in China, the well-known consumer furniture brand has not yet been presented. Major professional brands are mostly hijacked by nationwide chain furniture vendors. The professional big-brand shopping malls are developing severely relying on the development of chain stores. Especially the Cantonese furniture and Beijing school furniture. The broadening of the professional brand's own channels can be done at a low level and there is little right to dominate. Of course, there is almost no right to speak.
Reliance on strategic alliances of furniture factories and chain home stores to expand the mall is not able to protect the overall expansion of the mall. Because of the good position of each store is always limited. The position of the professional big brands has become increasingly fierce.
However, in recent years, the number of customers who follow us in the stores has become smaller and smaller. The sale of home products is increasingly diversified. The large professional brands that rely solely on the development of nationwide chain stores feel that, even after they get their bearings, the expectations of opening a store are less and less as good as early years. Let the professional big brands feel that relying on the development of national chain stores has not been durable. How to break the current bottleneck and grasp the dominance of the company is a problem that all major professional brands need to consider.
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