Lehua Meilan Beijing Dajiao Pavilion Store Closure Causes Mode Thinking
Homeworld sold, OBI disappeared, Ford collapsed, Haomeijia left, Home Depot exited, B & Q declined, Eastern homeland reform ... Building materials supermarkets that are gradually getting less attention after losing one by one, because Lehua Merlin Beijing University The closure of Jiaoting Store was once again pushed to the cusp of the storm, prompting people to think about whether this model of building materials supermarket is suitable for China's national conditions. A reporter's investigation found that the current surviving Bianju, Lehua Merlin and other few building material supermarkets, the traditional profit model of reversing water has retreated to the second place, and the decoration and binding of the main material has become the last "life-saving straw". In the past, there were the blockades of the hypermarkets such as the Actual House and the Red Star Macalline, and then there were the impact of genuine home improvement companies such as Fengfeng and Shichuang. Can the decoration save the life of the building materials supermarket?
Building materials supermarket is difficult to find price advantage
If you do some research in advance, Mr. Zhang, who lives near Huixin West Street, will not go far and go to the Bai'anju Lishuiqiao store outside the Fifth Ring Road to buy floors. Instead, he went to the nearest home and bought it. The price is almost the same.
What Mr. Zhang likes is the oak laminate flooring of Del Heidelberg. In B & Q, the price of this product is 198 yuan / square meter. When he walked into the home's North Fourth Ring Store on his way home, he found that this product was also priced at 198 yuan / square meter. "I thought building materials supermarkets are the same as food retail supermarkets. Things should be the cheapest. Someone didn't pick them up at all, and wasted my gasoline money."
I also feel that it is not cost-effective to buy things in a building materials supermarket. There is also Ms. Zheng who lives near the public welfare West Bridge in Fengtai District. On July 28th, she selected Fangtai's lower fan type CXW-189-JX05 and a stove type JZY / T-FC1B at the Lehua Merlin Kexing store. The total price is 5798 yuan, which happens to be Shopping malls are doing promotional activities of 1,000 yuan and 200 yuan, and the final transaction price is 4675 yuan. But when she looked for prices in the nearby Dongfangjiayuan Boutique Furniture City (hereinafter referred to as "Blue Oriental"), she found that the same model and style were only sold for 4,637 yuan after the discount. If you can place an order immediately, it will be cheaper. . Ms. Zheng feels "deceived" at Leroy Merlin.
There are not many consumers like Mr. Zhang and Ms. Zheng who have a "cheap" impression of building materials supermarkets. On July 29, the reporter visited Baianju Lishuiqiao Store, Lehua Meilan Kexing Store, Juran Home North Fourth Ring Store and "Blue Oriental", and found that this was not the case. For example, the flooring category is also the iconic Austrian oak solid wood flooring. The price of B & Q is the same as that of the actual home, which is 396 yuan / sq.m; for sanitary ware, Faenza ’s model FB3612B solid wood bathroom cabinet plus 1 cabinet The basin, a faucet and a mirror are only 2800 yuan in the "Blue Oriental" package, which is almost the same as the price of B & Q.
The price advantage of building materials supermarkets has long disappeared in the fierce market competition. A staff member of the "Blue Oriental" Faenza store even said, "Our things are definitely cheaper than B & Q. B & Q makes 20 points of profit, and we only earn 10 points."
Shocked brands are hard to beat the impact of hypermarkets
Whether buying building materials or other products, consumers are most concerned about two issues when they pay: whether the price is low enough and whether the brand is hard enough. When the price is not dominant, the first-line brands are few, and the second- and third-line miscellaneous brands are the only ones, which has become another major weakness of the building materials supermarket.
Take cabinet products as an example. According to the rough statistics of the reporter, there are only five brands in Dashui, Bowei, Aipu, Aobang and Haojiayi in the Baishuiju Lishuiqiao store. Except for Dacheng and Haojia, which are well known, the rest look like Faces "; at the Leroy Merlin Kexing store, there are only 5 brands, Genesis Land, Daxin, Yadir, Jinggang and Sematic. The sales staff of Genesis Land admits," There are no big brands here, all are Second-tier cabinet brand, but the quality is still very good. "
Like cabinets, the floor brands in building materials supermarkets are mostly miscellaneous. In the Bianjuli Lishuiqiao store, there are a total of 21 brands including nature, iconostasis, del, kanger, etc. Among them, only six are iconostasis, del, lusen, anxin, north america maple and nature, only accounting for the total 30%. In contrast, the actual home is much stronger. Its North Fourth Ring store has a total of 43 flooring brands, including Life Home, Shiyou, Ruijia, Fillinger, Yongji, etc., all of which are not small.
Taking wooden doors as an example, building materials supermarkets can hardly withstand the impact of hypermarkets in terms of brand concentration. In Leroy Merlin's store, there are a total of 12 brands, including 3 large brands, accounting for only 25% of the total. In the home of the North Fourth Ring Store, there are 24 brands in total, far exceeding the number of building materials supermarkets, and without exception, all are major brands in the market, including TATA, Shengxiang · Heya, Boliang, Holz, Huahe and so on.
Can decoration act as a "life-saving straw"?
It is difficult for prices and brands to be competitive, and building materials supermarkets put their hopes on the decoration business. Relying on the decoration and bundling sales of main materials, it has become the "life-saving straw" of the current building materials supermarket.
"If you can't buy the main material here, you can't sign the order with us. The premise of signing the decoration contract with us is that you must buy the main material in this supermarket." On August 1, when the reporter took a copy of the building area for The 86-square-meter floor plan was consulted by the decoration center of Lehua Meilan Kexing store. A designer named Zhang gave a clear answer and vowed that the main material price of Lehua Meilan is definitely cheaper than the same type of market, otherwise 200% difference Return.
The designers of B & Q Decoration Center also said similarly: "In our decoration, 70% -80% of the main materials are purchased by us." When the reporter indicated the intention of "buying the main materials by himself", his tone definitely emphasized, "The products in other building materials markets will not be lower than the prices we have here. The prices of our products are already the cheapest." The designer calculated the initial decoration price for the reporter based on the use area of ​​70 square meters and the purchase of all main materials from B & Q, which was almost within 55,000 yuan. Among them, the cost of main materials such as flooring, ceramic tiles, sanitary ware, wooden doors, cabinets, wallpaper, etc. is 38,000 yuan, and the total cost of auxiliary materials and other construction costs is less than 20,000 yuan. The single value of main materials is significantly greater than auxiliary materials and construction costs.
"The supermarket decoration center is involved in the sales of main materials. The main value is that the main materials have a large value. The sales of the main materials are obviously more profitable. It is also beneficial to the overall operation of the supermarket. When the decoration is done, the main materials are sold." Qian Mingfa, the general manager of Lejia Decoration, actually told reporters that he had done a consumer survey when he was working in Dongfang Jiayuan. If customers are left to choose at the supermarket, the average unit value of each customer is 4,000 yuan. Driven, the average single value can reach up to 100,000 yuan.
Building materials supermarkets originally used running water as the main business model. Because brands are not concentrated, prices are not superior, sales are difficult to increase, and marketing, advertising, and other expenses are unsustainable, manufacturers can only be squeezed through deductions, collection fees, and promotional fees, which initially lost the support of most brands. However, hypermarkets such as Home of the House and Red Star Macalline have fixed rental income and sufficient funds for marketing planning, brand promotion and after-sales service, which has squeezed the building materials supermarket to an edge. While building materials supermarkets do decoration, it seems that there is more room for integrating the main materials, but compared with professional home improvement models such as Fengfeng of the industry peak and "packages" of real creation, it still looks relatively thin. "Building materials supermarkets are a good thing, but they are not suitable in China's current market environment. Relying on the decoration to drive the sales of main materials, it is just a lingering stalemate that cannot save the lives of building materials supermarkets. Its exit from the market is only a matter of time." So assertive.
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