The market is experiencing sluggish bathroom hardware deep sales quagmire

In 2011, the building materials market was hot and cold and most of the time was in the cold period. The market was depressed and the difficulties of home stores and manufacturers were obvious to all. What is the status of dealers and agents that are not often concerned? Previously, the author found through investigations and visits that many dealers have sent out their sad voices. They clearly felt the pressure of survival under the cold winter. Then why are distributors in a difficult position? The downturn in the market, high channel costs, pressure from manufacturers, and the impact of new channels all cast a shadow over dealers.

First: Demand is shrinking Market downturn Sales performance is worrying In 2011, the real estate control policy was introduced in a reformed way. The restriction of purchases and limited loans pushed the market to a low point, and the bathroom and building materials industry in the downstream of real estate failed to stand alone and was involved in a low market environment. In response to the scarcity of passenger traffic on the market, some dealers have made a sad voice. Insiders pointed out that the real estate regulatory policies led to a sharp decline in consumer demand, dealers into a quagmire of survival, the situation is worrying. In 2011, the introduction of a new round of regulation and control of the property market has made the already turbulent home industry situation more confusing. Real estate regulation will reduce the volume of housing transactions, which will lead to a sluggish demand in the home market. It is understood that the current development of new real estate in Beijing's Fourth Ring is relatively small, and now the source of renovation are mostly real estate developers in 2009 and 2010, real estate developers, second-hand housing or old homes a large part of the second part of the renovation, the two limited room The purchasing power is very low. With the reduction of incremental housing, the cooling of the home building materials market has become inevitable.

The coldness of the market is directly reflected in the flow of people in the stores. The number of consumers who enter the store every day is about 10, which is very good. Even on the weekend, the daily traffic is about 20 to 30 people. A well-known brand distributor in Beijing admitted frankly. The strong real estate control policies introduced by the state have a very serious impact on the property market. To some extent, they have suppressed some of the just-needed demands, undoubtedly aggravating consumer sentiment. In response, Shen Huixiang, Beijing distributor of Bai Hui Cabinets, agreed that the current monthly turnover through the retail channel has dropped to less than 100,000.

In the process of visiting the store, the author also found that the traffic volume has dropped significantly compared with previous years. Even during the May 1st and 11th Golden Week, the situation has long disappeared. Some dealers even said that No one walked into the store for a whole day. The phenomenon of withdrawing stores and laying off staff was everywhere. According to industry sources, at present, dealers operating at a loss of more than 80% have limited market digestion capacity. This has brought tremendous pressure on the dealers' sales this year. The oversupply of the market makes the survival of dealers difficult.

Second: The rapid expansion of home stores and high rents for dealers. In the case of bad general trends, channel costs are still strong. The author found during the visit that the most frustrating for dealers was the high rents in the stores. In the market's lukewarm, the issue of rent has become increasingly apparent. Before this, many media have reported that the profits of home building materials are more than three tiers allocated to store rentals, which is also a great burden for poorly performing dealers. There are dealers who have calculated an account for the author, except for rent, electricity, water, property management, and labor costs. In the first ten months of this year, only the only October was profitable, while other months were at a loss. .

The high rent in the store caused the distributors to express their emotions. In the previous stage, the domestic famous home stores invited us to settle in at a price of 280 yuan per square meter per month, and I was rejected decisively. A well-known brand dealer of Shilihe Xiaolong Ceramics Base told the author that in recent years, the store rental can be described as rising, taking a famous domestic store as an example. From 2007 to now, the rent of the same location rose from 300 yuan per square meter per month. 450 yuan, up to 50%. Under the tide of rising voices, Ronaldinho chose conservative management and no longer entered the store.

On the other hand, the expansion of home stores did not slow down as market demand plummeted and competition became fiercer. The author was informed that the inexhaustible expansion and support of the store has become an important factor for the day of the dealer. Regardless of follow-up or non-following, for dealers, profits are largely diluted. Yin Yuxin, deputy general manager of the Oriental Home Plaza, told the author that the more stores opened, the more the market became diverted, the sluggish market led to sluggish spending power, and few stores would take out 3,000 to 1,000 yuan to support distributors to promote sales. ,do activities.

In fact, the expansion of the store is not a superb appearance. With the intensification of the withdrawal of shops, the airline rental rate has soared. Many dealers have stated that well-known high-profile stores have begun to throw their own olive branches, but they are forced Situation, many dealers chose to refuse like Ronaldinho.