"Big surprise, big surprise, a certain well-known brand sink 99 yuan..."
Ms. Zhang did not take a ride to listen to the radio, and the big noon rushed to Jiangdong. The first store of IKEA, an internationally renowned home furnishing retailer in Zhejiang, officially opened in Ningbo yesterday.
On the first day of the opening of IKEA, Ningbo people gave a lot of face and came a lot. However, many local home furnishing markets have tightened their nerves and further upgraded the price war. The 99-yuan sink and hundreds of well-known brand mattresses abound.
Industry experts bluntly said: It is not a wise move to fight price wars. The Ningbo home market is already saturated and the competition is fierce. IKEA settles in or brings a new round of reshuffle to the industry.
Opening the first day of popularity
Waiting for half an hour before eating a meatball
The news from Weibo was that before the official opening of IKEA at 10 am, the door was surrounded and there were several long queues.
When the reporter arrived at noon, he did not witness this scene. However, there are indeed many people who have come to see the show.
There are many construction sites on both sides of Huancheng South Road where IKEA is located. Some sections are also under construction. Many private cars have not been able to find the entrance after a few laps. The road was once congested. The reporter also saw several intersections around the city, and all the traffic police coordinated the traffic.
Into the store, although there are many people, the shopping order is also well. Going forward to inquire about it, many of them are local citizens. There are small young people who are just decorating the house, and there are also elderly people who are specializing in cooling.
However, it is terrible in the dining area. The reporter has not yet approached, and I will see that there is a lot of people in the area, and the table is occupied early. There was a young man in the crowd: "It’s not easy, it took half an hour to eat a meatball."
The reporter happened to meet a citizen who came from Shaoxing to shop. Mr. Chen said that he particularly likes the simple design of IKEA. Before that, he went to Shanghai for IKEA shopping. So when he heard that Ningbo IKEA opened, he came here specially.
The opponent's door across the road
The industry is in a complicated mood
Yesterday, the temperature in Ningbo exceeded 35 °C, and the family atmosphere was still bursting. What about the situation of other home stores?
The reporter then went to a famous domestic home brand market just across the road, and found that a large number of parking spaces were vacant, entering the hall, and few guests.
The staff in the store told the reporter that due to the heat in the summer, the traffic was originally less, and the weekend would be more.
The reporter also found that there were many advertisements for promotional activities in the store. The staff explained that various promotional activities have always been available, but there is no special setting for the opening of IKEA.
Despite this, some insiders have told reporters privately that the price war in the Ningbo home market has been frequently staged in recent years. IKEA has settled in Ningbo, which will bring more impact to the industry. The price war is inevitable.
There are also optimistic attitudes towards the entry of IKEA.
A staff member in a home market in the city said: "In fact, the impact on the local market is not as big as it is supposed to be. IKEA belongs to the mid-end home store, and the products are mainly designed and cost-effective, which will stimulate the part. The low-end home market will be transformed and upgraded as soon as possible."
The person in charge of the sixth space home on the high-end route believes that IKEA attracts the young people market, which is mainly based on “just needâ€, and does not have an impact on the high-end home market.
The existing market has exceeded 1 million square meters
The market is already saturated, or the tide of closure
"It is necessary to adjust the price war to this single means of competition." Yang Junyuan, secretary general of the Ningbo Furniture Chamber of Commerce, talked about this topic and looked worried.
He believes that the biggest rival in the local home market is actually a self rather than a foreign brand. It is nothing more than IKEA's presence.
According to Secretary-General Yang, the current building materials market in Ningbo has exceeded 1 million square meters, and the vacancy rate has reached 15%. The market is saturated.
In his view, the current problems in the Ningbo home market are serious homogenization and price competition.
It is understood that due to the fierce competition in the home market in recent years, industry associations and other departments have been calling for caution in this line, but there are still more and more new markets that are not disconnected.
The reporter learned that in the next two years alone, there will be six or seven large-scale home furnishing markets in Ningbo, and the business area will increase by more than 700,000 square meters.
"This is undoubtedly worse, I believe that there will be many unhealthy markets that will be closed down." An industry insider bluntly said.
Foreign brands are not omnipotent
Local brands want to survive smartly
Why is IKEA so popular in China?
“More is because of brand influence.†An analyst in the industry told reporters: “Ikea, which has won in low prices in Europe and America, has become a fashion endorsement in China, especially among young people.â€
He analyzed that in fact, the popular IKEA entered the Chinese market for 14 years, and the problem remains quite a lot. For example, compared with developed countries, Chinese consumers have much lower incomes, so their prices are not an advantage.
Moreover, furniture is currently a durable consumer product in China, and many consumers buy furniture for long-term use. In this respect, IKEA is difficult to meet customer needs in all aspects.
Therefore, many industry experts believe that local brands still have room for development as long as they survive by wisdom.
Some experts suggest that the local market continue to play service cards to win the recognition of consumers; in addition, it is also possible to develop brand alliances so that resources can be concentrated to deal with the competition of imported brands. “One-stop service and personalized customization are all directions that can be tried, but the last thing that can survive is those that are scientifically managed and closely follow the pulse of the market.â€
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