Home Appliance Chain Into The "great Game Shop" Era
Suning Hua Zhang Xiao-South general manager, said home appliance chain must complete the transformation in business model
9 8, home appliance chain Suning Grandview Mall in Guangzhou, Zhang over 10,000 square meters east of the new flagship store. In the west only a few hundred meters away, Suning Tian shop area has more than 10,000 square meters; separated by a road there to open the industry's "flagship store in China."
This year, the competition between the home appliance chain store appears to be entering an area the size of a single shop under a higher orbit, and have intensified the trend. In this connection, the reporter interviewed the general manager Zhou Xiao Zhang Suning Hua South.
Competition to occupy the central business district
Reporter: As in recent years has been conducted in the southern expansion of the industry chain of people, how to look at the Guangzhou home appliance chain store competition in the current state?
Week: Since 2000, the expansion of home appliance chain basically premised on volume expansion, constantly enter the national market; the complete line layout, the volume into the second and third tier cities, a city began to deep plowing. For example, in Guangzhou region, as of July, the number of chain store Suning has reached 41, the core of the future is the core business district of Guangzhou to take the high ground.
Reporter: almost all large retail chains have put forward the core business district occupies a strategic first-tier cities, but achieving this goal has seldom heard a clear description.
Week: There are two meanings of the equation. First, what is the core business district lie? Seemingly simple question, but home appliance chain industry, through the Beijing Road, Guangzhou, and other traditional commercial Wadi Shangxiajiu of Mocha and field operations found, or around the Sports Center, Tianhe City line to the core; second alone the number of store difficult to complete the coverage of such high ground, must complete the transformation in business models.
"Great store game" siege of rival
Reporter: so-called business model change, whether that is now the industry's "big shop game?"
Week: You can say that. In the home appliance chain industry, to seize the favorable terrain around the shop layout is still the traditional way of competition, large shops can scale advantage in the market have a stronger impact. "Great shop game" there is a deeper value, that is dense in the central business district to form a large flagship store group, the formation of the competitors, "the whole encircled".
Reporter: In theory, intensive flagship store base seems to be a competitive advantage, but competition between them unavoidable.
Week: It really is a problem. Suning in the Tianhe business district has four stores, which are good shops, Tianhe store, organized the "South Gemini", plus shops and Pai Road Hebei Heaven Shop, a large flagship store group has been basically formed. However, very close distance, if the traditional mode of operation, reduce the effectiveness of a single shop inevitably, to reverse this trend, bound to and entered the strategic layout of the big stores.
Reporter: how to achieve this layout?
Week: the computer from Guangzhou city view, a combination of mostly casual shop, and often changed hands. This high-end consumers in Guangzhou strong brand awareness of the reality in direct conflict. Therefore, a large new home appliance chain store layout, the core main attack traditional mobile phones, computers and other 3C product markets, accelerated 3C channel shuffle, create new competitive territory.
Reporter: Guangzhou Tianhe shopping district a few square kilometers have been gathered over 10 large-scale chain stores, the industry generally that has been perfected over the limit to withstand harsh, some stores close down alleged only a matter of time.
Week: Great store shops in the game are actually Shengsizhizhan, all competitors have to rely on profits to support non-profits and out of line with market rules. Tianhe shopping district did chain stores too dense, then we should see who is energy consumption is maintained, the next 2? 3 years should be available by the initial.
On Suning, the shop is being good to wrap up the business district which, pegged to the next will focus on the expansion of the Pearl River New City.
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Home Appliance Chain Into The "great Game Shop" Era
By: betty
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