"Pan home" model is popular in the market, the success of the market still needs consumers to decide

On October 23, 2010, the Gaode Mercure Shopping Center Pearl River New City store opened. This is an upgrade of the original store. In addition to the furniture, building materials and accessories, it will also introduce Tianhe City, children ’s playground, movie theater, restaurant street and other leisure For entertainment projects, the non-home furnishing format will reach more than 40% by then, turning into a home-themed shopping mall.
“泛家居”模式走俏市场 成功与否尚需消费者定夺
"Pan home" model is popular in the market, the success of the market still needs consumers to decide

The Home Furnishings Trading Center of Beijing Chengyi Art Exhibition, which opened early this year, has a total operating area of ​​30,000 square meters. It has been divided into ten special areas, such as home accessories, fabrics and home textiles, art lighting, ceramics, bonsai gardens, and has become the largest home in Beijing. Jewelry professional store.

Red Star Macalline Central Road International Furniture Plaza on May 1 refurbishment was grandly unveiled. Its hall is divided into functional decoration areas such as home accessories, fabrics and home textiles, curtains and wallpapers , among which are CAV functional audio and green nest silk museum. Settled in to become the largest and most complete home furnishing specialty store in Nanjing. At the same time, Suning also formed a strategic alliance with Tellus House and Bianju to jointly build the home furnishing industry chain. They took stock of the new changes in the home furnishing industry in 2010. The reporter found that the form of "pan-furnishing" has become increasingly obvious.

Panhome is a system with a strong mix of industrial economy and service economy

The pan-furniture model has actually been formed in the industry for a long time. It can be called "cooperation between different industries" at the earliest. The integration of resources between home stores and decoration companies, real estate companies, and the home appliance industry forms resource interactions. Of course, this is not just a matter of stores. Building materials vendors also extend their tentacles to this.

The pan-family model can be understood in stores, people can do one-stop shopping in one store, instead of just buying one or two products, this model saves people the time and effort to travel around the major stores, forming A system with a strong mix of industrial economy and service economy.

"Pan Home"-experts and experts have their own opinions

The competition in stores in various large and medium-sized cities is no longer the traditional format of the past, and they are looking for another breakthrough and differentiation in the competition. The "pan-home" model is a shallow test in the market for certain stores. Of course, for this model, companies and experts have different opinions.

The development of Yuexing Home Store in the industry is also obvious to all. Its executive vice president Gao Hongguang said: "In theory, it is feasible, but for" Pan Home ", we must first define its capabilities. To what extent does it pan? Is family space used as its margin, or is it all consumer behavior in shopping malls and urban complexes? That is, all living at home. Since the margin of home is not clear, how do you go to pan. The space is always limited. Under this premise, either put the east that can be put in, and increase the variety of goods to achieve "pan", or sacrifice some types to increase the choice of consumers in similar products. room.

Secondly, whether it is to run an enterprise or do other work, the trend of society is to subdivide, and the trend of development is to specialize. For example, Yuexing Home Plaza, our pursuit is to give furniture consumers entering the square as much choice as possible. Our store will not go to unlimited 'pan'. Because I only want consumers to think that buying furniture to Yuexing is the biggest choice. 'Pan home' seems to increase the trouble for consumers, but it actually gives consumers the greatest rights. "

Experts in the home furnishing industry believe that the operation of “Pan Furnishing” has achieved zero-distance contact between end users and is closer to consumers than other methods. This kind of cooperation can be called a win-win situation. Objectively, it will promote a variety of distribution models in the field of building materials circulation, and a diversified and three-dimensional sales pattern will appear. This integrated store that integrates many commodities gives consumers a more convenient choice. It is a business model transformation around consumer demand and will be the only way for future home brands to marry long-term competitiveness.

Where is the future of "Pan Household"?

As the first store to introduce MALL to the Guangzhou market, Li Zhikuan, general manager of Gaode Mercure Center, has considerable insights into this model. "MALL's development in foreign countries is already very mature." He said that the mature MALL model will achieve true pan-home furnishing. "Here, family members can enjoy a full day of leisure and entertainment, not just furniture as the only consumer item." Through shopping, dining, entertainment and other projects, the vitality of the entire store is the biggest feature of MALL. Li Zhikuan said that the Pearl River New City store opened on October 23 will soon adopt the pan-home model. In addition to high-end home brands, there will be more than 20% of non-home furnishing formats. The person in charge of multiple stores said that under such fierce competition, it is difficult for households to attract consumers to form a long-term stable flow of people. This is also the biggest reason why stores choose the MALL model.

In fact, some home furnishing companies' pan-furniture has not only "pan" into the home building materials industry, but also gradually expanded to life-related things such as shopping, dining, entertainment, etc.

In fact, no matter where the development path of the store is and how attractive the form is, consumers are more hoping to get affordable prices in the store, product quality assurance, and humanized services. These are the stores' victory in the competition. magic weapon. The success or failure of the "pan-home" model has to wait for our consumers to test.

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