Former Gome Chairman Chen Xiao’s first project after the transformation of the investor’s name was not as smooth as expected.
Former Gome Chairman Chen Xiaojin suffered a setback in the home industry
The reporter of "Daily Economic News" was informed that the first chain store of Mingchao's family had been closed before the Spring Festival, only half a year after its opening. At the opening of the store, the chairman of the famous nest family said that they will open six stores in 2011, but so far there are only three stores in Shanghai (including the closed Baoshan Dahua store). This figure is far from the goal that Chen Xiao had planned to open 500 stores in the next five years.
In this regard, some insiders pointed out that the real profit opportunity of the soft-packed home industry that the famous nest family has positioned has not yet arrived. "Now, positioning the soft-packed home is still too advanced."
There are no signs of closing the store
On the Dahuahucheng Square in Baoshan District, Shanghai, the huge billboards of the “One-Stop Home Life Experience Pavilion†of the famous flagship store in the nest are still eye-catching. Just as in May 2010, due to the investment of the former Chairman of the Board of Directors of Gome Electrical Appliances, Chen Xiao was once identified as the vane of the rise of mid- to high-end supermarket-style home stores.
At the moment, the flagship store on the B1 floor of Dahua Hucheng is closed. The facade of nearly 3,000 square meters has nothing to lose, except for the notice that fell on the ground - "Please understand that if there is any inconvenience in the adjustment of the interior of the mall."
"This store was closed before the Spring Festival, and it has been at least one month since then." The clerk of the Baodaxiang Youth Shopping Center next door told the reporter of "Daily Economic News", "There is no warning, it is turned off. I think this home." The shop is quite good, and the things sold are also good. Everyone feels very suddenly when they turn off." From the opening of the big fan to the quiet break, the famous family has spent nearly half a year.
“The Dahua store is not closed, but it is being renovated. There is no specific notice as to when to open the door.†A staff member of Mingchao Industrial Co., Ltd., which belongs to the name of the nest, said. The reporter called the name of the nest customer service hotline, but was told that the store has closed, and now its stores in Shanghai are located in Pudong.
According to the data, in addition to the "adjusting" Dahuahucheng flagship store, the famous nest family has two stores in the Pudong area of ​​Shanghai. Although, its customer service staff revealed that it will open another store in Pudong at the end of March, but this is far from the goal of the famous nesting company of Mingchao, which was planned to open six stores before the end of last year.
In addition, Dahua Tiger City also confirmed that the name of the nest family Dahua shop has been closed, the name of the nest family billboards and banners will be recently removed, and now is negotiating with other brands, but Dahuahucheng The staff refused to answer more questions about the famous family. The criminal manager of the China Merchants Department said that because the investor has other cooperative relations with Dahua Tiger City, it is impossible to disclose the specific details of the original cooperation.
Industry explosion has not yet arrived
Why did the famous nest flagship store suddenly close? Is it a man-made business or a wrong site?
A clerk at the Wande Electric City, opposite the famous Chaojiao family, said, “The traffic in this business district is very small, and there are more waiters than guests, but there will be a little more on weekends and holidays. The flow of people is less than our store, otherwise it will not close for half a year."
An agent from Deyou Real Estate told the reporter of "Daily Economic News" that the daily rent per square meter of the shops with good conditions in Dahua Hucheng Shopping Center is about six or seven yuan, and the daily rent of shops with poor location is about four yuan / Square meters. Then, based on the area of ​​3,000 square meters and the location of the store, the annual rent of Dahuadian is estimated to be around 6 million yuan.
"Although the rent is not a high price, but there is no performance support, the store is also difficult to sustain." An industry insider pointed out to reporters that due to the low-end real estate industry in the past two years, the impact on the home building materials industry is quite obvious.
Not only that, but now the famous nest family is positioned in the middle and high end, and the categories of shopping mall products are also very rich. In its store, it includes ESPRIT, Schwarzkopf, Roland Home Textiles, Evergreen (Evergreen) and other home life brands and ASD.
“Because soft homes are different from hard ones,†the industry insiders revealed that hard-packing such as toilets and ceramic tiles is a must-have item for decoration, but products such as soft-packed homes depend on the personal interests of consumers.
He also stressed that "the domestic soft-packed home market will be able to usher in growth in a few years, but for now, the concept is still too advanced."
The Taiwan soft-package brand, Tellus and Le, which is listed as a competitor by the famous family, currently has only 27 stores. The Tellus Group relies on more than 4,000 suppliers, but it still has no speed of expansion in the mainland. The latest plan is expected to reach 50 to 55 stores in mainland China in 2014.
In contrast, in the public plan of the famous family, it is expected to have 500 stores within 5 years, including 100 self-operated stores and 400 franchise stores. It has become the most popular home franchise store in China with the largest coverage area. "Daily Economic News" reporter was informed that the name of the nest family still does not open the franchise store, "we plan to open to join next year."
However, the above-mentioned insiders believe that the market explosion in the soft-packed home industry has not yet arrived, and these enterprises have to "support a few years."
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