From sporadic scatter to large-scale professional, Guangzhou's professional home stores not only appeared early, but also developed very rapidly. By the end of 2012, the total area of ​​building materials and home stores in Guangzhou had exceeded 2 million square meters, and it was everywhere in the east, west, and north. This means that consumers want to buy building materials, furniture, more and more places to choose from, high and low grades are readily available. In the past few years, the major stores have basically established their respective positions and formed a certain pattern, but which one do consumers like? Convenient transportation, superior geographical location, huge scale, uneven consumption grades, or frequent activities and intimate services, which one is the magic weapon for consumers to win? And look at the consumer's answer.
Network data
5,675 people participated in the survey, focusing on the personal experience and preferences of the home market
As the earliest starting point for the domestic home furnishing industry, the changes in local home building materials stores are equally eye-catching. From scratch, from small to large, not only the size of the monomer is more and more amazing, the overall scale is more and more exaggerated, coupled with the presence of foreign circulators in the circulation industry, the market competition is getting more and more heated. After years of blood transfusion and shuffling, what kind of cognition do consumers have for the building materials and home furnishing stores that bloom everywhere in the city, and the activity strategies that have been frequently used in various supermarkets in recent years? How are the positioning and level of different stores divided in the eyes of consumers? And specific to the individual consumers, when choosing a home store often pay more attention to what? Scale, brand, grade, after-sales service, what is the core competitiveness of the store?
In order to deeply understand the household consumption habits of local consumers in Guangzhou, with these problems, Southern Metropolis Daily Home Weekly launched the most influential and professional websites of Tencent·Dayue.com and Haojia.com. Guangzhou home consumption large-scale award-winning survey of home stores. The net adjustment of the home store lasted for three weeks, and a total of 5,675 valid samples were collected, of which 4,827 were from Tencent·Dalue, and 848 were from Haojia.com, from consumer to home store size, brand, grade and type. Cognition, consumption habits, selection criteria, store preferences, etc. have been investigated and analyzed in depth to understand the consumer's personal experience and preferences in the home market, and hope to better serve the future development of the store. Consumers make services and contributions to rational consumption and healthy consumption.
Investigation report
Quantity grade
More than 40% of consumers believe that the number of stores is just right, the grade is complete
Since 2006, Guangzhou's large-scale home stores have mushroomed like mushrooms, growing in different corners of different regions, and one is bigger than one, and one is more eye-catching than the other. This explosive growth seems to make the market more competitive, and the number of stores that have emerged has recently been quite criticized and criticized for some "excess". However, this online survey shows that in the eyes of consumers, it seems that there are different views. Among the 5,675 respondents, more than 40% of consumers believe that the current number of stores in Guangzhou is “just right, very convenientâ€, which may be related to the continuous high-speed real estate development in recent years and the pace of urban expansion. After all, for consumers, whether you live in the suburbs or in the city, you can find the corresponding home store, which is naturally convenient. However, 35.91% of consumers are suffering from difficult choices. They feel that there are still more stores in the market, and choosing too much is also a pain. In addition, about 20% of consumers think that the store is still a little too little, hoping to have more choices. Although everyone is looking at the problem from their own perspective, the number of home stores in Guangzhou, the majority of people's opinions should be much more.
In terms of quantity, there are many fierce competitions in the market; in terms of quality, all the stores are also positioned to find their own, and they are trying their best to seize a place in the market. This has inadvertently formed a new pattern of different grades at the current stage. For the evaluation of this pattern, more than half of the consumers think that it is still "reasonable, high, medium and low, all grades are available," he said. However, 43.05% of consumers believe that the current market is generally high, flat. It is increasingly difficult for ordinary people to find something cheap and affordable. The trend of high-end stores reflected by consumers may be related to the trend of more and more lovable shopping mall-style stores in recent years: in order to cater to the appetite of consumers who are paying more and more attention to experience, emerging stores continue to enhance their image. Inevitably will develop in the direction of high-end. In addition, another prominent feature of the store is that the size of the store is growing, so that 22.29% of consumers feel that it is "too big, and it feels so hard every time they stroll." But half of the consumers are not very concerned about this, and think that it is more appropriate at this stage; at this stage, the autonomy of consumers is getting stronger and stronger, for those consumers who are eager for one-stop shopping, the scale of the store The "bigger and stronger" is undoubtedly the goal that it still needs to pursue. This also provides new business opportunities for the transformation of future stores, and also makes more and more emerging stores begin to develop into a comprehensive type.
However, despite the large number of large stores, the quality is gradually developing into a comprehensive hypermarket, and some have already done it, but perhaps the consumption habits have not yet been developed. For consumers, unless there is a special demand. If you usually hang out, there are still 54.19% of consumers who do not choose to go to the home store for leisure. However, with the development of home furnishing stores in the direction of high-end shopping malls in recent years, 43.4% of consumers said that they would go shopping and see what new products are available. This also shows that consumers' attitude towards home stores has changed, and it can be regarded as the staged success of the transformation of home stores to large-scale integrated shopping malls.
Selection factor
Nearly 50% of consumers think
Markets with both soft and hard conditions are more attractive
Although the current high and low grades in Guangzhou's home stores are comprehensive, and different stores have their own advantages, the measurement standards, requirements and focus of consumers are not the same, but more than half of them will choose the grades and prices that suit their spending power. Go shopping, after all, household items are a big expense. Among the specific choices, 47.59% of consumers believe that those stores with large scale and rich variety of products are more attractive. It can be seen that in the eyes of consumers, professional stores are more reliable because of their quality and quality. In addition, the hardware conditions of the store are also an important factor for consumers to consider: 46.48% of consumers pay more attention to convenient transportation and advantageous location, and think that only when they are close to home or convenient for transportation, they will consider it; The rest, catering facilities and comfortable shopping environment will affect the shopping experience and mood of 44.63% of consumers. Therefore, in addition to professional and comprehensive support, the supporting hardware Facilities must also keep up.
In addition to the hardware, 46.43% of the people pay more attention to the soft power and new style of the after-sales service and value-added services. The survey on store visibility and product quality and safety also accounted for 31.42% of the number of consumers interviewed. Another important soft power is the promise and promotion of the store, including whether its promotional discount activities can attract consumers. It is also the embodiment of the soft power of the store: in this era of low recognition and fierce competition, I think To stand out from the crowd, it’s popular. As a result, various stores have made a lot of surprises, and they have launched various activities and promotional information that attract consumers. These have gradually become an important selection factor for many savvy consumers. The survey shows that they do not pay attention to the consumption of discounts on stores. Only 6.3%, and nearly 80% of consumers are more "cold" about the new tricks of these stores: the competition between the stores makes consumers pursue high cost performance and experience, and also adds a lot of popularity to the store. Not so worried about their purse, so the promotion of discount sales, whether it is for the store or the consumer, is undoubtedly a win-win relationship.
Type preference
Large comprehensive
The store is favored, one-stop shopping is the most pleasing
In the choice of store type, you can also glimpse the taste of consumers: in recent years, the rapid development of professional stores is still the most popular, accounting for more than 40% of the survey population, I think this is because this type of store has integrated the corresponding grades. Almost all products, rich in choice and more comfortable shopping environment; and the choice of traditional high-quality and comprehensive large-scale integrated stores, there are 1845 people, nearly one-third of the support rate, after all, for the pragmatic Guangzhou people, the price is the price The last word, which has a strong autonomy, seems to be a bit sloppy in recent years, and only won the favor of 23.88% of consumers. Whether it is a professional store or a large-scale integrated market, the biggest advantage may be "comprehensive", which is not only the key word of emerging stores in recent years, but also a trend in the future development of stores, because of the busyness of modern life, Let the convenient "one-stop" shopping become the choice of more people, and it is often reflected in the comprehensive store.
Although integrated stores are generally popular, consumers are more cautious about where to choose to buy. When buying furniture and building materials, nearly seven adults will habitually visit three to five large stores, so that they can shop around. With the fact that there are too many stores in recent years, almost no one has gone through all the stores to make a decision, and more and more stores are moving closer to their overall positioning, and the overall style is more and more similar, so there are also two The consumers around are simply too lazy to compare, just choose a large one to get it, which is probably related to the fast-paced life of urban people. There are still very few people who really have time to visit more than ten or most of the stores, only 1/10 of the total number.
Popular store
"IKEA Mode" is the most popular
Old-fashioned store recognition is high
If you look at the best of the many stores, you can confirm the "comprehensive" development trend of the future stores: because the most popular stores are almost all comprehensive large-scale stores: whether they own IKEA with 1503 votes topped the list with a high support rate of 26.48%, and Baishi Home, which claims to be the largest home shopping mall in China, also ranked second with 16.44% support. It can be seen that two of the top three in the consumer's favorite stores are more comprehensive and large-scale “one-stop†lifestyle home stores, attracting many consumers with rich and complete product system. And IKEA is more attractive because of the more “grounded gas†home life experience store model, forming a “IKEA model†that is difficult to replicate, and the development prospect is also the most promising. In fact, such a store is also a kind of enjoyment for consumers. It can handle all household items in the experience and exploration of various life scenes. What is more comfortable than this shopping experience?
In addition, the relatively old-fashioned large-scale professional stores also have good recognition based on the accumulated popularity of many years. For example, Jisheng Weibang (Panyu and Pazhou) has received 10.59% consumer recognition, in addition, Xiangjiang Home and Red Star Macalline are also "Old name" with relatively high visibility and recognition. These popular stores are in the eyes of 46.57% of consumers, because of their high popularity, so the products are more quality assured. Of course, 44.42% of consumers also believe that the reasonable price of products and high cost performance are also one of the important factors that can be enjoyed by consumers. Whether the quality of the brand is good, the product system is rich, the shopping environment is comfortable or not, and the service guarantee system in the later stage naturally affects the position of the store in the hearts of consumers. As for other home stores, although there is no amazing popularity, they all have their own fixed consumer groups and specific grades, each of which has a share of the Guangzhou home market.
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