The first domestic furniture headquarters factory store may become a leading furniture distribution business

From furniture MALL to a furniture purchasing center integrating exhibition and sales, Guangzhou's furniture distribution industry has not only been at the forefront of the country in terms of scale, but also has been leading the national trend in terms of format and marketing form. In the context of the increasingly serious homogenization of the furniture distribution industry, the long-awaited business model of the furniture headquarters factory store will be officially unveiled with the opening of Huangshi Furniture Plaza this Sunday. This new furniture distribution format, based on the advantages of Guangdong's local furniture brand, combined with the trend of export to domestic sales, straighten out the relationship between manufacturers and take root in serving the community, is bound to become the leading domestic furniture distribution format.

Feature 1

Build a collective of factory dealer associations

If you don't accumulate steps, you won't be able to make a thousand miles. The same is true for furniture malls, which need to bring together many brands and strengths. There are many furniture stores in Guangzhou, and Guangdong owns 40% of domestic furniture brands. Based on this market environment and advantages, the newly opened Huangshi Furniture Plaza brings together three major furniture forces: one is the brand image head office established by furniture factories around Foshan and Dongguan; the second is the image of a powerful multi-brand furniture agent The third is the domestic flagship store of the export-oriented furniture enterprise that transfers to domestic sales. Zhou Gaojun, general manager of Huangshi Furniture Plaza, said that this multi-level brand structure can form a dislocation competition with the giants such as Ouyada, Red Star. Macalline, and Actual Home that will enter the Huangshi business district next year.

At the same time, the headquarters factory store also has the advantage of joint brand promotion, which is the integrated promotion from the industry chamber of commerce. It is understood that the Huangshi Furniture Plaza has cooperated with the Guangdong Furniture Chamber of Commerce to introduce the "Guangdong Home Furnishing Brand Alliance" it created to promote local furniture products and brands in the form of the Guangdong furniture team brand.

Jiang Dehui, Secretary-General of the Guangdong Furniture Chamber of Commerce, said that the Guangdong Furniture Chamber of Commerce has implemented a model of brand alliances entering stores across the country in recent years, and organized first-line furniture brands such as Dynasty, Red Apple, Yuanfangyuan, and Models in Guangdong, Shenzhen and Tianjin , Jiangsu and other places, entered the furniture malls in the form of Guangdong Furniture Brand Alliance. Just like the Guangdong Pavilion of the World Expo, the Guangdong Pavilion in the furniture mall is built with the strength of the group to focus on the promotion of the Guangdong furniture brand. This model can centrally display the image, quality and strength of Guangdong furniture.

In this way, the factory store of the headquarters of Huangshi Furniture Grand Plaza is the "collection of the head office of the furniture brand image, the office of the furniture brand factory, and the office of the furniture association." Through the power of the factory, the dealer, and the association, the furniture brand The factory store in the headquarters has become a display center and marketing center for branded furniture and dealers. Experts believe that the entry of factories and headquarters to get rid of the traditional form of a single store can increase the credibility of furniture brands and increase consumer recognition of furniture brands.

Feature 2

Build a bridgehead for furniture export to domestic sales

The major home shopping malls in Guangzhou each have their own characteristics: Jisheng Weibang is positioned as a home aircraft carrier with integrated display and marketing, Jockey Club Home Furnishing is known as the home furnishing palace in Guangzhou, and Mercure Center is a home mall. The positioning of Huangshi Furniture Plaza is a bridgehead for furniture export enterprises to turn to domestic sales.

Zhou Gaojun said that with the shrinking of overseas markets, many furniture companies that used to export only turned to domestic sales to open up the domestic market. These poorly-owned domestic enterprises participated in the competition in the Guangzhou market and urgently needed effective sales platforms and brand promotion channels.

Design advantage is the trump card of the furniture companies that mainly attacked overseas markets in the past. Zhou Gaojun said that after attracting these export-oriented furniture companies to open brand image stores, they will use their original product design advantages and sell them at factory prices to make them have another In addition to the price advantage, it has the strength to compete with traditional brands that mainly target the domestic market. In this way, the new Huangshi Furniture Plaza not only has the price advantage of factory direct sales, but also has the advantage of adjusting the relationship between manufacturers and optimizing after-sales services. On the one hand, factory-operated stores can effectively lower prices and become a price benchmark for the Guangzhou furniture market, and also allow consumers to intuitively feel that the factory store in Huangshi Furniture Headquarters is similar to the Baima, Yimin, etc. In the furniture market, manufacturers are directly stationed in the market, and they have a considerable price advantage. They can enjoy the wholesale prices that other furniture stores cannot.

Feature 3

Build a demonstration base for furniture marketing practice

The biggest purpose of the factory store of the furniture brand headquarters is to enhance the marketing ability of the furniture brand and turn the mall into a demonstration base for Guangdong furniture marketing practice. Zhou Gaojun believes that the current situation of the Guangzhou furniture retail market is that a distributor acts as a distributor for several brands. Through logistics, renting and retail, furniture distributors have become second-tier wholesalers for furniture companies. In addition to several more successful integrated brands such as Jinshang Store, Gimhae Store, and Shiwei Pavilion, many dealers have not formed their own core competitiveness and are in a state of scattered soldiers. The concept of the headquarters engineering store is to enhance the overall strength of furniture dealers. By introducing furniture marketing companies and furniture design companies to set up offices in the store, such as Shenzhen coordinates, new perspectives, etc., to help some furniture dealers organizations that are not very strong. Brand planning, sales training, product design and other aspects of work to improve sales and design levels. At the same time, we will introduce decoration companies to enter and strengthen the cooperation between our furniture stores and decoration companies and soft decoration design companies.

Zhou Gaojun said that in order to enhance the brand image of furniture companies, Huangshi Furniture Plaza will help its brands experience marketing. For example, organize one hundred consumers every month for a "furniture tour", visit the factories or headquarters of its furniture merchants, provide lunch and sightseeing of local attractions, and let consumers use the travel mentality to witness the production process of furniture and experience the furniture. The design, quality and culture of the enterprise personally compare the unevenness of the various furniture brands; secondly, the mall will also regularly initiate consumer group purchases in the mall through newspapers, the Internet, leaflets, etc. to obtain tangible product discounts; in addition It will also regularly hold one-to-one entrepreneurial investment briefings for its merchants to attract young people and designers who are conscious of investing in the furniture industry to join the furniture distribution team. By opening physical stores and online stores such as Taobao online stores The combined form, or the two forms of opening three to fifty square street shops in the real estate, help dealers improve the sales network and help the society to join the furniture industry.

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Huangshi Furniture Plaza opened this Sunday to launch a fourfold grand ceremony

It is understood that the Yellowstone Furniture Grand Plaza will launch a fourfold grand ceremony on the opening day of this Sunday. The first surprise is that customers who have birthdays on the day of opening on November 28 can participate in the gold prize-gathering activity without shopping with their ID cards; the second surprise is the unprecedented "opening food": for the community, closer to customers The distance, you can get a package of rice with newspaper ads, and you can draw once every 2,000 yuan shopping, up to 5,000 yuan gold prize; the third major event is "furniture is replaced with new ones", customers only need to rely on what will be eliminated at home You can enjoy a low-carbon subsidy of up to 300 yuan for Huangshi Furniture Plaza when you come to shop for furniture photos. In addition, all old customers and neighborhoods will receive a beautiful gift when they arrive on the day of opening. Taxi reimbursement based on the invoice of the ride, and then enjoy the business profits.

It is understood that the newly built Huangshi Furniture Plaza on the old site is located at the junction of Huangshi West Road and Airport Road, adjacent to Xiaogang Station of Metro Line 2. The first to third floors of the mall are 30,000 square meters of furniture brand display center, and the fourth to fifth floors are 20,000 square meters of furniture enterprise office center, which gathers more than 200 brand furniture flagship stores.



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