First, the basic situation of China building materials market management
(various promotional activities.
Now, China residents can feel that with the rapid development of the building materials market, the competition between the markets is becoming more and more fierce. As long as you enter the building materials market, the heat wave of promotion will come to your face. Every market makes every effort to carry out various types of promotional activities.
At present, the promotion methods of most domestic building materials markets are similar, which are nothing more than price reduction, discount, souvenir giving and lottery. Of course, there are also many strange tricks in the market, which make the promotion activities vivid and colorful, greatly increase the sales during the promotion period, and are welcomed by merchants and customers.
In order to fight against SARS, Huansanhuan Home Business Center held a 60-day charity sale in May. In July, there will be a promotion activity of "the sale of goods will last until the end of July". During the activity, air conditioners, color TV sets and other household appliances 100 are sent out every day on weekends. For the convenience of customers, Huansanhuan bought 35 Foley cars. As long as there is a hotline reservation, the market will send a car to pick up customers. Whether you spend money in the market or not, there are fixed-point buses to send customers.
On July 5th-65438+1October 12, the "Super-large Promotion" was held in the Home Culture Square outside the city. During the activity, "65,438+10,000 yuan will be awarded every day, 100 days will continue to promote sales, and100,000 yuan will really give back, and the night market at home will be at 9: 00!" And there is a free shuttle bus to pick up customers.
Jimei Furniture and Building Materials City has 1 1 free shuttle buses and fixed lines all over the city. During the activity, anyone who buys more than12,000 yuan will receive a magnetic therapy mattress worth 1200 yuan. By analogy, there are prizes for shopping above 500 yuan. Jimei Furniture & Building Materials City held a large-scale promotion activity during the New Year's Day last year, and made full-page color advertisements in Beijing Evening News and Jinghua Times, with an investment of millions of advertising fees alone. The selling point of this activity is "give a million gifts" and promise "buy, send, draw and cash". During the one-month activity, * * * produced 24 first prizes and 24 shopping mall coupons, each of which was 5,000 yuan; 48 second prizes, 2000 yuan each.
Tianlong Jiayuan held the "Eleventh Golden Week Million Profit-making Action". Long Sen Kitchen Cabinet held the activity of selling kitchen cabinets and sending Pentium 4 computers. Fuya Paint held a promotion activity of "Buy Fuya Paint Package and Eat KFC for Free". Millions of lamps are auctioned. Lanjia's shopping lottery, prizes range from cups, umbrellas and hats to air conditioners, color TVs, washing machines, microwave ovens and DVDs. Thousands of lanterns hold an auction. Anyone who signs a home improvement contract during the activity can draw a lottery and the first prize will be returned in full. There is also a building materials market, which held promotional activities during the Spring Festival last year. The prize of the lucky draw is ten small yellow croaker with red feet, each weighing10g. In fact, a 10g gold bar is about 1 000 yuan. However, due to the precious position of gold in people's minds, customers who went shopping for lottery were crowded. According to media reports, an old lady drew one on the spot.
Beijing Live X Home Mall held a large-scale promotion at the end of last year. "Take the advertisement of Jinghua Times to the main service desk of the shopping mall, and you can get a true love B coupon of up to 5,000 yuan for cash shopping." The theme advertising words are "the passion of winning one million yuan (total value of 3 million yuan) by giving ten million yuan (total value of120,000 yuan) as a coupon" and "real gift, 100% winning in a row".
Lize Building Materials City provides long-term supply for dealers in various markets, and provides free green home improvement design. During the promotion period, 50% discount will be given to environmentally friendly building materials, and 10000 gifts will be given, with the highest prize value of 5000 yuan.
Tourmaline Home Plaza also launched a strong promotion campaign of "Tourmaline green home, green life, green whirlwind" and "Tourmaline true feelings will never change, reward100000 yuan, serial prizes will be given out one after another, and the winning rate will be 100%".
Jinma furniture is sold at a low price during the promotion period, with the original price of senior class table 12800 yuan and the sofa special price of 7800 yuan 13800 yuan. The reason why Jinma can sell at a low price is because it has carried out effective cost control in three main links. First, in terms of procurement cost, Jinma has set a target of reducing 65,438+00% every year to expand procurement volume. In the past ten years, the purchase volume of Jinma has increased from 65.438+million to 65.438+0 billion, and a set of ordinary sofas has dropped from more than 3,000 to more than 654.38+0,000. The second is specialization to reduce operating costs. Third, frugal management, starting from all aspects of enterprise operation, has created the myth of "invincible price".
Lan Jingli's Home Plaza in Dazhong Temple is engaged in the promotion of "July Value-added Delivery Activity". Put forward the slogan of "add value first, then shop, and win 100%". Customers can get 1800 yuan at most in 200 yuan. The market also promised that "environmental protection is not up to standard, and compensation is not negotiable". Then, in August, the promotion activity of "Golden Autumn Household Consumption Delivers Health" was launched. During the activity, anyone who has shopped in 200 yuan or above will get a lucky draw, and the highest prize will be a health sports card of 2000 yuan.
During the promotion activities, Beijing Zhengx Home specially arranged two performances, one was a cultural performance in the afternoon, and the other was the "Beijing Pet Talent Competition" held in the market square in the evening. Welcome to "Bring your pet to play!"
The East Third Ring Furniture Mall held a "cash grab" promotion during the National Day last year. There is a grand prize of 3000 yuan waiting for you every Saturday. During the activity, 30%-60% of the goods were sold below the market price.
Haomeijia Sijiqing Store launched the fourth anniversary celebration of the National 15 Store during the National Day last year. During the activity, I bought household appliances and kitchen and bathroom 1000 to get 100. One-time shopping over 500 takes 40.
In order to cooperate with the "3 15" activity, oriental home Lize Store held the "Million Gifts" activity this year. During the activity, 5 135 lucky people will share the grand prize of1000000 yuan.
During the National Day of 2002, some commodities in oriental home were sold at the reserve price. Yali shower room with the original price of 2038 yuan, 1000 yuan can be bought. 2 15 yuan one-square-meter Nobel ceramic tile special price 1 13 yuan. During the activity, a large number of floor and bathroom equipment packages were lower than usual, near 400 yuan and 300 yuan. Mr. Zhang Hongwei said that the reason why oriental home can achieve daily parity and low price during the promotion period is that it has six advantages. First, unified procurement, unified distribution and unified management; Second, the cost is low; Third, the variety is complete; Fourth, advanced management methods; Fifth, many salesmen and tallymen are experts in building materials; The sixth is to provide consumers with all-round services;
August 20th, 2003 is the fourth anniversary of oriental home's glory. On August 23rd, another new store in oriental home, Beijing Bajiao Store, officially opened. All the chain stores in oriental home share the same happiness and congratulations. From August 23rd to September 28th, oriental home will launch large-scale promotional activities such as "Four Clean Gifts", "Opening Special", "Shopping Coupon", "Ten Yuan Special Auction" and "New Store Courtesy for Old Customers". The activities in each store are wonderful, so that new and old customers can go home with benefits and surprises!
(b) Advertising, pop music and store layout
In any market, advertising is the most conventional means of promotion. Advertising is the "incubator" of the brand and plays an important role in the process of brand building and growth. It can be said that the ceramic industry is world-famous. Advertising is a way of communication, and a localized and catchy name is certainly easier to spread than an unforgettable name that combines local and foreign languages. "Dragon brand paint has no taste and makes your life taste" is a good advertising word. Coca-Cola Company, as a world-famous brand, spends 30% of its profits on advertising every year, relying on endless advertising to maintain the vitality of the brand. Express "this is me" and "I'm still here"
The advertising of Easyhome focuses on down payment and promises environmental protection decoration. 200 1 The advance payment system was first proposed. At that time, I made a cover advertisement on Radio beijing communication radio. There is only one sentence in the advertisement: "The house is actually paid in advance." Although simple, it is very powerful and penetrating. Let this advertising word resound through thousands of households and truly become a household name. In addition, Easyhome also successfully conducted a crisis public relations operation on the "Fule Incident", and unequivocally took out nearly 2 million yuan to honor the promise of paying in advance, making Easyhome famous. Last year, it was the first to launch "real home, environmentally friendly decoration, full refund without environmental protection." The theme of advertising words. The effect is also quite good.
The incredible house rarely does full-page commercial advertisements, and the times I see are mainly words. For example, on the eve of National Day last year, Beijing Evening News made an advertisement, and there was not a picture. Instead, he put forward "eight reasons for choosing an incredible house" in a lot of words. These eight reasons are as follows: First, Easyhome has a strict market access system; Second, Easyhome has a strict management system for home improvement contract certification; Third, the family has a strict engineering quality management system; Fourth, Easyhome took the lead in introducing the "advance payment" system; 5. Real Home, the first to launch the "green decoration" system; Sixth, the last elimination system unique to Real Home; Seven, Easyhome's original star system; Eight, Easyhome initiated the system of "market-oriented management", "one-stop" and "first inquiry responsibility system";
Good artists advertise their advantages with large advertisements. Take the 4th anniversary of last year as an example, its advertising creativity is six words: National Day strength competition. * * * There are six ratios, namely: strength: supermarket concept, brand pioneer, unstoppable; Price comparison: famous brand, explosion price, who is competing with each other; Variety: Ten categories, more than 50,000 kinds of building materials, complete in variety; Than service: no reason to return, free delivery, first payment, thoughtful service; Compared with home improvement: self-operated home improvement is by no means affiliated, and the quality is tangible;
IKEA's promotional advertisements are unique and unconventional. Before a promotion last year, IKEA put two advertisements in the newspaper. The first day is: "wash and sleep!" " "Four big characters occupy half a page, and there is a line of small characters below:" Wash and sleep quickly, IKEA has a big sale. Early to bed, early to rise, healthy and refreshed to IKEA "The second day's advertisement printed two characters: urgent need: looking for a man with strong body and unlimited economic strength (willing to pay the bill) to join hands with me to accompany IKEA, and IKEA will start a big sale tomorrow! There is a small print at the bottom: IKEA has a big sale, and some goods are 50% to 30% off. They are out of print and sold out. We think this kind of advertisement is very creative and attractive, especially for IKEA's customer group: trendy young people.
Buy some advertisements
At present, POP advertisers in China building materials market are mainly atmospheric POP advertisements. On the anniversary day, POP advertisements with uniform style and exquisite printing were hung in the store, which played a very good role in setting off the atmosphere in the store. The other is to promote POP. Its function is to convey product prices, discounts and other information to customers.
According to the international advanced retail marketing theory, the application of promotional POP should conform to the following principles: (1) The form is beautiful, which can fully attract customers' eyes to convey information and integrity, and can effectively stimulate customers' random purchase impulse; (2) the replacement cycle is short, and the latest sales information and intention of the store are transmitted to customers at any time; (3) High-density applications are more convenient for customers to choose.
Today's customers are mostly rational, but when they are overly enthusiastic promoters, they tend to be indifferent or even retreat. They are more accustomed to complete freedom of choice without interference. However, it is difficult to truly gain the trust of customers simply by displaying goods. Therefore, how to effectively and accurately convey the intention of the merchants to customers and achieve the purpose of stimulating customers to buy impulsively, POP advertisement posting has become a bridge between products and customers.
In this regard, some large building materials supermarkets and large commercial building materials markets are doing better. For example, B&Q, Obeid, oriental home, Homemart and Red Star Macalline.
Shop layout
The layout of stores, the decoration of booths and reasonable district sales are also the key factors for the success or failure of sales. In this regard, most building materials supermarkets have carefully designed the store layout, scientifically tallying and distributing goods. In some large-scale commercial buildings, the booths of merchants in the building materials market are richly decorated, giving people beautiful enjoyment and high trust. For example, building materials economic and trade building, Huansanhuan, China Ceramic City, Golden Horse, Red Star Macalline and so on. Some supermarkets attach great importance to the design of piles, and I see that the piles in oriental home Lize Store are well done. The publicity effect and promotion effect of a good pile head are particularly ideal. So the dock fee is also very high. Because the store function of building materials supermarket is different from that of Shanchao, so the end does little and the cost is low.
Here is a brief introduction to the fees charged by a large international brand supermarket to its suppliers. Family X- French festival celebration expenses: 6,543,800 yuan per year; Domestic holiday fee: 300,000 yuan per year; New store opening fee:1-20,000 yuan; Old shop renovation cost1-20,000 yuan; DM poster fee: 2340 yuan per year, 79560 yuan for 34 stores nationwide. Generally, each store prints 10 posters every year, which costs 790,000 yuan; Terminal fee: 2000 yuan for each store and 68000 yuan for 34 stores; New product fee: 65438+ 0,000 yuan for each store and 34,000 yuan for 34 stores; Personnel management fee: 2,000 yuan per person per month; Stacking fee: 3-65438+ 10,000 yuan per store; Ex-factory price concession: 8% of sales; Service charge: 65438+ 0.5%-2% of sales; Consulting fee: about 2%; Surface management fee: 2.5%; Deduction of delivery time: three thousandths per day; Compensation expenses: the product is improperly stored and deducted unconditionally; Unconditional return: 3%-5% of sales; Tax difference: 5%-6%; I cite this example to show that the store should establish a good cooperative relationship with the supplier and charge a reasonable fee, not because of the cost problem and the supplier's troubles, such as the roasted seeds and nuts incident.
(3) Commitment system
1, market commitment
Lize Building Materials City played the banner of "the purchasing station of builders and the supply station of dealers", promising that "you can buy satisfactory goods at a price lower than the wholesale price! Goods sold should be paid in advance. "
Beijing Ai Jia World Home Convention and Exhibition Center held a "get whatever you buy" activity, and promised that the maximum amount of "buy furniture and get a sofa" was 5,000 yuan. During the activity, building materials products are 50% off. At the same time, three commitments were launched: quality insurance, price insurance and health insurance. It also took the lead in introducing interest-free loans to buy furniture. Commitment to "shopping without money, loans without interest, repayment without running" service commitment.
Jimei also solemnly promised: the same product will guarantee the lowest price in Beijing, and the excess will be returned twice; All products (including home improvement) purchased in Jimei Furniture and Building Materials City are the first responsible person for product quality; Green environmental protection, pay first, and then return if you are not satisfied;
During the National Day of 2002, X family in Beijing gave150,000 yuan in the form of shopping vouchers. At the same time, "Jin Jiu promises to provide perfect service". The so-called "Jin Jiu" includes nine commitments: three guarantees, prepaid payment, clearly marked price, return and exchange, lifelong maintenance, unified settlement, trade-in, membership and environmental protection. "Perfect" service refers to ten services such as humanized service, barrier-free service, standardized service, family service, free service, personalized service, serialized service, information service, legal service and green service.
Changsha Wanjiali adopts a unique joint venture form of collecting joint venture profits from merchants, and gains lip-tooth friendship with merchants. Wanjiali publicly promised to buy brand ceramics, bathroom and wooden floor in this market, and nearly 100 merchants signed the convention. The majority of merchants in Wanjiali say: sales are the key to the success or failure of a market. It is better to find a consumer terminal to find an excellent sales platform with more market influence.
Three-ring five-star home quality commitment is very distinctive in the investment promotion system market. The first star is the whole line of environmental protection products: the furniture and building materials products sold by Huansanhuan Home Business Center meet the national ten environmental protection standards, and the lamps and electrical products meet the national safety standards. If it is found that the purchased products do not meet the above standards, you can return them and pay a 3% special environmental penalty. The second star is the green home improvement package: the home improvement contract and the green environmental protection contract are signed at the same time. The home improvement project adopts environmental pre-evaluation design, environmental protection material selection and environmental protection construction, and the indoor air quality meets the national indoor air quality standards after the project acceptance; The third star is the whole process of consumer supervision: shopping around the Third Ring Road will get real and reliable technical consultation and professional supervision services. If you have any needs in the whole consumption process, Huansanhuan will implement the "first person responsibility system", and any employee of Huansanhuan will provide you with intimate services to ensure that your legitimate rights and interests are not infringed; The fourth star is a five-year full warranty: the products you bought in Huansanhuan (except lamps, electrical appliances, fragile products and low-value consumables) are guaranteed for five years. If the product has quality problems within five years, you will get timely warranty service; Five stars are ISO9000 and 14000 double certifications: Huansanhuan has passed ISO900 1 international quality management system certification and ISO international environmental protection system certification. We strictly follow the requirements of double certification to ensure the realization of the promise of "five-star home quality", and constantly improve and continuously improve the operation of the quality system to provide you with satisfactory services.
Large building materials supermarkets of foreign brands have also entered the battlefield of promotion filled with smoke like us.
This is Obi-Wan's "low price commitment"
OBI Obeid has solemnly launched the "low price commitment". If you find that the price of goods purchased in Obi-Obeid Shopping Mall is higher than that of other shopping malls in the same city, please give us the written proof within 14 days, and Obi-Obeid will compensate you for the difference in shopping and reward you with 10% difference. Thank you for your consistent support to Obi-Obeid.
This poster is only applicable to Obi-Obi Shanghai Store. During the promotion period, there are other preferential services:
Free delivery service: you can enjoy free delivery when you shop at Meilong Store for over 2000 yuan. The free delivery scope is urban areas (Minhang, Changning, Jing 'an, Luwan, Huangpu and Xuhui) and Songjiang District and the west of Hunan Highway in Pudong New Area. Free delivery service will be provided to the east of qingpu town in Qingpu District, the north of nanqiao town in Fengxian District, Kangqiao in Nanhui District and Zhou Pu for one-time shopping over 4,000 yuan.
2. The emergence of the self-discipline convention has created conditions for the standardized operation of the industry.
Since the nationwide activities to rectify the market economic order, many trade organizations and markets have formulated and promulgated many trade self-discipline conventions. These self-discipline conventions have played a positive role in standardizing the operating order of the building materials market and improving the trading environment of the building materials market. In this regard, the China Building Materials Industry Economic Research Association has formulated and promulgated the "Convention on Self-discipline in Standard Operation of Building Materials Market" on the basis of extensive "double innovation" activities; Joint statement of national timber star market in 2002; Shanghai proposal; Tianjin initiative; Guidelines for standardized management of Shanghai building materials trading market; Shenyang launched "advance payment" in the city's decoration; Shanghai has successively promulgated two building materials market regulations, namely, Shanghai Building Materials Trading Market Standard Management Standard and Three-color Price Marking System for Building Materials Industry. Tianjin Building Materials Industry Association deepens "five services" activities and so on.
(4) Cooperation with associations and media.
In the process of building materials market management innovation, many market presidents with strategic vision attach great importance to cooperation with universities, research institutions and industry associations, enrich their management innovation activities by borrowing foreign brains, and study and formulate market development strategies. For example, last year, Easyhome commissioned the China Building Materials Industry Economic Research Association and universities to complete the project "Research on the Development Strategy of Easyhome", which was very enlightening to the market decision-making. Red Star Macalline often holds various seminars and reports to build a learning enterprise. Red Star Macalline often holds various special exhibitions in its 12 hypermarket, such as Wuxi Ceramic Festival, Changzhou Floor Festival, Beijing Environmental Protection Decoration Materials Exhibition, etc. Shenyang Jinlong Decoration City also hired Japanese management experts to discuss with market managers and learn from foreign management experience with an open mind.
Every successful market has a good cooperative relationship with the media. This cooperative relationship can reflect the development and changes of the market in time, accept the supervision and criticism of public opinion, and make it a link and bridge to communicate with consumers.
(5) Publications and websites
Internal publications and websites play an important role in business activities. Such as Nanxun building materials market newspaper, Easyhome bimonthly, Red Star People newspaper, etc. These market-run newspapers and periodicals are closely related to the market reality, which can timely and accurately publicize and report the major activities of the market and the experience and practices of management innovation, and effectively promote the continuous development of innovation activities.
"West building materials network" is the website of Southwest Building Materials Center, which has developed rapidly in recent years. The website firmly grasps the purpose of serving the market, merchants and consumers, and has achieved gratifying results. In the national building materials market, it is a leader in its own website.
(6) Summary
1 extensive management
At present, the biggest problem is that the management of many building materials markets is still based on providing simple property services, and the motto of "rent collection, safety and cleanliness" has become the whole management content of some markets. In fact, property management is only a small part of market management. The basic management of a market should at least include investment management, property management, merchant management, quality management, price management, transaction management, human resource management and complaint management. These managements are integrated into a complete and scientific management system, which gives full play to the functions and functions of modern enterprise management, and is a building materials market with basic access qualifications.
2. Single business activity
A good market is managed, not managed. Only excellent basic management is not enough. We should run our own market and make it a popular, pragmatic and active business platform. At present, our business activities are still insufficient. Although it has been done, due to poor planning, it costs a lot and the effect is limited. The distribution activities in the building materials market can take many forms. In addition to the most common holidays and seasonal promotions, seminars, exchange meetings, reports, promotion meetings and trade fairs can also be held (Wenzhou ceramics market is small, but there are exhibitions every year, such as floor festivals, ceramics festivals and seminars). You can also hold large-scale cultural performances with titles. You can also advertise in the media in various names and package the market. In a word, it is hype. Hype is not a completely derogatory term. How can people know you without hype? I think Little Yellow Croaker is a successful hype. The key is creativity. Some markets pay high prices for celebrities to be image spokespersons, and pay hundreds of thousands of appearance fees for a singer to sing. These are all cliches. When Haomeijia Beijing Store opened, an elephant was invited to show it, and the effect may be better than anything else.
Second, the future development trend
(1) Pursuing scale and expansion is still an important trend of channel competition.
In recent two years, China merchants building materials market and building materials supermarket are developing rapidly.
(1) China Merchants Building Materials Market
Statistics show that the large-scale investment building materials market is still developing rapidly. For example, Beijing Celebrity Group invested 250 million yuan to build the largest professional home building materials market in Heilongjiang Province, which is expected to officially open at the end of this year. The newly-built Celebrity Fashion Home Plaza is located in Chaoyang Town, Harbin Power Zone, with a building area of 1.8 million square meters. There will be 16 professional markets in the square, which include furniture, household appliances, flooring materials, cabinets and so on.
In Nanhai City, Guangdong Province, two large decorative materials markets named "Home World" and "Good Wharf" have entered the stage of attracting investment. Dongguan Home Decoration City, with a total area of 654.38 million square meters, also started construction in Chengnan District, Dongguan City.
Ningxia Yanbao Building Materials Industry Company decided to invest 675 million yuan to develop and build the largest building materials market in the west. The project has a planned construction area of 2,450 mu and a total construction area of 790,000 square meters. It is divided into 10 functional area and 9 professional markets, with Yinchuan as the center and radiating over 300 kilometers in Fiona Fang.
Chengdu Fu Sen Meijia Building Materials Wholesale Market, a cooperative project with a foreign capital of 100 million US dollars, has been completed and opened. The market covers an area of more than 880 mu, making it the largest building materials distribution center in the western region. Many activities such as building materials group buying meetings in Tibet and other places have been successfully held;
Tianjin Bohai Building Materials Center invested more than 20 million yuan to build an international stone processing base around Bohai Sea. The processing base has a total construction area of nearly 654.38 million square meters, light steel structure and a clear height of 6 meters, which can accommodate 25 5-ton gantry cranes for simultaneous operation. With the comprehensive introduction of Italian production line, the daily output of stone can exceed 10000 square meters, and it can also undertake all kinds of special-shaped stone deep processing projects.
(2) Building materials supermarket
In 2003, the expansion of building materials supermarket reached an unprecedented level. B&Q, oriental home, Kyoka House, Jiafute, Obeidi and IKEA (hypermarket) will all move in this year. However, the building materials supermarket in Dongguan has always been a three-legged situation. First, Shenzhen's "five-star residence" entered Dongguan, loudly playing the concept of "decorating five-star homes"; Subsequently, the private enterprise "Hualemei" in Dongguan made a strong and high-profile announcement: it will invest 280 million yuan, build 50 franchise stores with Dongguan as the axis, and open 20 chain stores in prefecture-level cities in the Pearl River Delta within five years;
In the past one or two years, local building materials supermarkets such as oriental home, Haomeijia and Home World have landed in Beijing, and foreign building materials retailers such as B&Q and Obeid have also started their preliminary business in Beijing.
Haomeijia entered Wenzhou and chose Tangjiaqiao section of Wenzhou Avenue in the urban area, covering an area of 57 mu. Upon completion, the business area of building materials supermarket will reach10.5 million square meters, mainly engaged in building materials decoration and other related supporting industries.
Recently, with the intervention of British B&Q, German Europeanism, Beijing oriental home, Tianjin Home World and other large building materials supermarkets, Qingdao building materials supermarket has also become a hot spot in the fierce commercial war.
In July, Sheng Qiang Glass Supermarket, which gathers the national glass products, opened in Qinhuangdao, Hebei. This is the first glass circulation enterprise in China, which integrates warehousing, processing, production, exhibition, sales and transportation, and draws on the business model of developed countries.
(b) New forms are being developed.
The positioning of building materials market format should be based on the types of consumers in the market and business circle, income level, consumption capacity, transportation and other factors. In the whole building materials decoration transaction in China, the investment promotion system market has always occupied a "dominant" position. However, under the situation of rapid market changes, China building materials market has entered a period of adjustment, integration, standardization and transformation. Operators should cultivate core competitiveness, do a good job in market positioning and build market brands according to changes in market supply and demand and their own characteristics.
1, Super Shopping Center
The format of super commercial shopping center is a retail revolution after department stores and belongs to a relatively advanced format. Theme shopping center is also a derivative of shopping center development, or called deepening sub-format.
Judging from the characteristics of business model, the organizational model and business households of shopping centers are still investment promotion system, but the market insists on unified marketing and publicizes the market image openly and uniformly. The share of building materials supermarket will definitely increase in the future, but the advantage of shopping center as a investment promotion market is still obvious.
Mallof America.
American Mall, located in Bloomington, near the Twin Cities (Minneapolis and Sao Paulo), is the largest shopping and entertainment center in the United States at present, with a building area of about 390,000 square meters and four floors, which is said to be able to accommodate two pyramid of khufu. There are about 520 shops in the mall, including 4 large department stores. More than 40 restaurants, including McDonald's, Pizza Hut and Rainforest Restaurant, can also be found in China. In the center of the mall, there is a theme amusement park "Snoopy Camp" covering an area of 28,000 square meters, and a cinema consisting of 14 cinemas and 8 nightclubs. At present, the occupancy rate of shopping malls has reached 99%. Even if you only stay in each store for 10 minutes, it will take 86 hours to visit all the stores.
American shopping centers have not only changed the shopping habits of people in the northwest of the United States, but also become world-famous "tourist attractions". At present, the annual passenger flow of shopping malls is 42.5 million. Among them, many people regard this place as a good place for leisure and vacation. The whole family came from afar and stayed in a nearby hotel for two or three days to enjoy shopping. According to statistics, four out of every 10 customers in shopping malls are tourists.
In recent years, a new business model has developed rapidly in China. This is the ShoppingMall, which we also call the Super Shopping Center, or literally translated as Moore. It is reported that the world's largest mole 1 1 will be built in Jingxi.
Beijing Jinyuan Shopping Center (Moore) is the largest commercial unit in the world, with a construction area of 680,000 square meters. Jinyuan ShoppingMall, located on Yuanda Road of West Fourth Ring Road, is one of the 60 key construction projects in Beijing in 2003, with an investment of 3.8 billion yuan and an area of 18.2 hectares, with a total construction area of 680,000 square meters, including 550,000 square meters in the first phase. After it was capped in June this year at 5438+065438+ 10, it is expected to officially open in June next year at 5438+ 10. After completion, it will not only be the largest shopping place in Beijing, but also create the world's largest single business record. By then, consumers will be able to drive to all commercial floors. There will be nearly 30 large-scale shops with an area of 65438+100000 square meters, more than 600 specialty stores, 100 theme restaurants and10 large-scale entertainment places.
At present, there are two "Moore" with the theme of building materials and household items. One is the Daming Palace in Xi 'an, which is about to be completed and put into use. The other is the Great Wuhan Home located in Hanzheng West Street, Wuhan.
The planning of Great Wuhan Home covers an area of 2 16 mu with a building area of 240,000 square meters. Different from the previous building materials market, Great Wuhan Home Furnishing presents a brand-new business model. Our products have expanded from building materials and decorative materials to home accessories, covering almost all household necessities. More importantly, it introduces complex functions such as catering and entertainment. The mixed shopping environment and social performance have stimulated people's potential shopping desire. The introduction of the spatial form of pedestrian street fully demonstrates Moore's concept of this commercial form.
2. Diversification of domestic market
Shenzhen Haoyunlai Home Plaza, which opened in May, has brought a new format to the building materials market-"big department store model".
Diversified management is integrated. Haoyunlai has a business area of 78,000 square meters, and it will be the most complete home square in Shenzhen, whether it is business projects or supporting services. Covers building decoration materials, furniture, home appliances and other household items, providing catering, telecommunications, banking, beauty, office and other services. It is reported that Mingkeda, a well-known household appliance operator in Shenzhen, will settle in Haoyunlai in the form of chain stores. In addition, many well-known building materials and furniture brands, such as Dong Peng ceramics, Kebao cabinets, Nippon paint, Taiwan Province furniture, etc. , will become a good luck partner.
It is also good luck to provide various supporting services.