3D彩票网

2019年家居企业冰火两重天

JIAJULINGSHOUSHICHANGYANXIAZHENGZAIJINGLIHANDONG。BUDUANZENGJIADEMAICHANG,BUDUANJIANSHAODERENLIU,BUDUANXIAJIANGDEXIAOSHOUE,DUIYUGUANGZHOUDEJIAJUMAICHANGHEZHUZHAZAIGEGEMAICHANGDEJIAJUJINGXIAOSHANGERYAN,2019NIANYEXUDOUSHISHISHANGZUIJIANNANDEYINIAN。

 

 

来源:南方都市报  作者:米春艳
面对不景气的市场环境,“抱团取暖”的各式联盟从现象变成刚需,演绎出了各种各样的版本,并被商家寄予厚望。

 

 
 
 

1

 
 

现状扫描

 

当求生存遇上求发展,广州家居卖场2019年遭遇冰火两重天

撤场商户增多,不少本土家居卖场大多都在经历续约考验

 

JIZHERIQIANZOUFANGLEBAOKUOWEIJIASIGUANGCHANG、MAHUIJIAJU、JISHENGWEIBANG、XIANGJIANGJIAJU、GUANGHUIJIAJUDENGZAINEIDEDUOJIABENTUJIAJUMAICHANG,ZONGHEGEMAICHANGSHANGHUDECAIFANGQINGKUANGLAIKAN,CHULEGEBIEMAICHANGDEXIAOLVNENGGOUJIBENYUQUNIANTONGQICHIPINGWAI,JINNIANSHANGBANNIANDUOSHUMAICHANGDEJINGQIZHISHUDOUBUGAO。

 

BUFENMAICHANG2019NIANSHANGBANNIANDEXIAOLVBIQUNIANTONGQIXIAHUALE30%YISHANG,GENGYOUSHENZHEXIAHUASHENZHICHAOGUO50%。

 

3D彩票网 XIANGJIAOZHIXIA,ZHUYINGJIANCAIDEMAICHANGSHOUDAOSHICHANGDECHONGJIJIAOXIAO,ERZHUYINGJIAJUDEMAICHANGSHOUDAODECHONGJIJIAODA。GEZHONGYUANYIN,CHULECHENGPINJIAJUSHICHANGFENESHOUDAODINGZHIJIAJUDEJIYAYINGXIANGWAI,HAIYOUYIGEHENZHONGYAODEYUANYINBIANSHISHANGYOUDEZHONGZHONGJIELIUYIJILIULIANGDEJIDUFENSAN。

 

YOUYU8YUESHIGUANGZHOUDUOSHUJIAJUMAICHANGCHUANTONGDEXUYUEQI,YINCIYANXIABUSHAOMAICHANGDOUZAIJINLUOMIGUDIYUSHANGHUSHANGTANXUYUESHIYI。BUGUO,YOUYUMAICHANGRENLIUXIAHUA,SHANGHUJINGYINGSHOUYA,JINNIANXUANZECHECHANGDESHANGHUMINGXIANZENGDUO。

 

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3D彩票网 WEILETIZHENSHANGHUXINXIN,BUFENJIAJUMAICHANGCHULEZUJINDAZHE,GENGSHIXIESHOUDISANFANGYINGXIAOJIGOUPINMIKAIZHANCUXIAOHUODONG,XIWANGYICILAIDUGUONANGUAN。

 

3D彩票网 BUGUO,JIBIANSHIBABANWUYIQISHANGZHEN,BUSHAOMAICHANGYIRANNANYIYINGDUI“KONGPU”WEIJI。“ZAOXIENIAN,MAICHANGYOUKONGPUSHIBUZHENGCHANGDE,JINNIANMEIYOUKONGPUSHIBUZHENGCHANGDE。”GUANGZHOUDONGBUMOUJIAJUMAICHANGFUZERENBIAOSHI,QIGUANLIDEJIAJUMAICHANGMUQIANYUNYINGHAISUANLIANGHAO,DANSHANGPUDECHUZULVYEJINWEI89%。

 

ERJIZHEZAITIANHEMOUJIAJUMAICHANGKANDAO,GAIMAICHANG3LOUCHULEZHUTONGDAOZHIWAI,QITASHANGPUJIBENDOUCHUYUKONGZHIZHUANGTAI。

 

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YINCI,DUIYUMAICHANGERYAN,JIEJUESHANGPUKONGZHIWENTI,BUJINGUANHUDEMAICHANGZISHENDESHENGCUN,YEGUANHUDAOXUYUESHANGHUDESHENGCUN。

 

BUGUO,JIUZAIBUSHAOBENTUJIAJUMAICHANGJIANNANQIUSHENGCUNDESHIHOU,YIJURANZHIJIA、HONGXINGMEIKAILONGWEIDAIBIAODEJIAJUMAICHANGJUTOUQUEJIAKUAILEZAIGUANGZHOUGONGCHENGLVEDIDEBUFA。

 

 

JIXIESHOUWANHULAIJIAJUGONGTONGDAZAOLEJURANZHIJIAXINTANGDIANZHIHOU,WEIYUHUANGPUDADAODEJURANZHIJIAGUANGZHOUTIYANMallYEJIANGYUJINNIAN9YUEZHENGSHIKAIYE。

 

3D彩票网 JUXI,GAITIYANMallSHIJURANZHIJIAJITUANZAIGUANGDONGDIQUKAIBANDEDIYIJIAZHIYINGJIAJUSHENGHUOTIYANMall,JIANGDAZAOWEIHUANANDIQUYANGBANQIJIANDIAN。JURANZHIJIAGUANGZHOUTIYANMallJIANZHUMIANJIDA15WANPINGFANGMI,PEIZHI3000DUOGETINGCHEWEI。

 

CHULEJIAJUTIYANGUAN,GUANGZHOUTIYANMallHAIYINJINLEDIANYINGYUAN、HANGUOWANGHONGYUNDONGGUAN、SHENGXIANCHAOSHI、ERTONGYOULE、JIAOYUPEIXUN、CANYINMEISHIDENGDUOZHONGSHENGHUOXIAOFEIYETAI,GAIBIANLECHUANTONGJIAJUMAICHANGDEGOUWUFANGSHI。

 

TONGYANGZUOWEIJIAJULIUTONGYEJUTOUDEHONGXINGMEIKAILONG,SUIRANCENGJINGZAIGUANGZHOUZHEJICHENSHA,DANSHIRUJINYEZAIJINLUOMIGUDIYUNNIANG“WANGZHEGUILAI”。

 

ZAIHONGXINGMEIKAILONGYIXILIEQIANGTANGUANGZHOUSHICHANGDEDONGZUOBEIHOU,ZUIYINRENGUANZHUDEDANGSHUXIESHOUOUPAIJIAJUZAIPAZHOUDAZAODEHONGXINGMEIKAILONGMAICHANG。QIANGQIANGLIANSHOU,SHIBIHUIJINYIBUJIAKUAIGUANGZHOUJIAJUMAICHANGDEXIPAIBUFA。

 

CHULEHONGXINGMEIKAILONGHEJURANZHIJIA,LINGYIGEJIAJUMAICHANGJUTOUOUYADAYEZAIMOUQIUZAIGUANGZHOUSHICHANGDEJINYIBUFAZHAN。XIAOXIRENSHICHENG,YOUYUOUYADABAIYUNDIANZUYUEJIJIANGDAOQI,MUQIANOUYADAZHENGZAIGUANGZHOUWUSEXINCHANGDI。

 

3D彩票网 LINGWAI,OUYADAFANYUDIANSUIRANCIQIANZHAOSHANGJINZHANBINGBUSHUNLI,DANSHIWEILEQIANGZHANGUANGZHOUZHEIZUONANZHONGGUODEQIAOTOUBAO,OUYADAHUOJIANGCHIJUZIDUIFANYUDIANJINXINGQUANMIANSHENGJI。

 

 
 
 

2

 
 

家居卖场商户纷纷抱团

“联盟”从“现象”变成“刚需”

 

 

6YUE30RI,1HAOLIANMENGCHENGYUANMUSI、OUPAI、JIUMU、MENGTIAN、JIANYI、CALIA、LAOBANDIANQI、DAZIRANDIBANBADAPINPAIXIESHOUZHONGGUOHAOSHENGYINKAIQISHENDUHEZUO。

 

CHULE1HAOLIANMENG,GUANJUNLIANMENG、TOPBRANDLIANMENGDENG,YEZAICHIXUKAIZHANGEZHONGGEYANGDELIANMENGCUXIAOHUODONG。

 

SUIRANJIAJUXINGYEBUTONGSHANGHUZUCHENGLIANMENGZHANKAIYINGXIAOHEZUODEXINGSHIZAOJIUCUNZAI,BUGUOXIANGBIDUONIANQIANWEILE“ZAOSHI”ERZUJIANDELIANMENG,RUJINLIANMENGGENGJIA“WUSHI”。

 

YOUYUSHICHANGBUJINGQI,DUIYUBUSHAOJIANCAIJIAJUQIYEERYAN,CAIQUBAOTUANQUNUANDEFANGSHILAIYINGDUISHICHANGWEIJIYANRANYIJINGCHENGWEILESHENGCUNDEGANGXU。

 

“DUIYUXIAOFEIZHEERYAN,SUIRANTONGYANGSHIDAZHECUXIAO,DANTONGYILIANMENGXIADUOGEPINPAIDEGUANLIANZHEKOU,SHIBIJIXIAOFEIZHEDAILAIGENGDUODEYOUHUIHESHOUHOUFUWUDEBAOZHANG,YUCITONGSHIHAIKEYIMIANCHUXIAOFEIZHEXUANGOUBUTONGPINLEIDEJIANCAIJIAJUCHANPINSUODAILAIDEZHOUCHELAODUN。

 

3D彩票网 YOUYUGUANMENGPINPAI,DOUSHIGEGEPINLEIDELINGJUNPINPAI,MEIGEPINPAIDEYINGXIAONENGLIHEHUOKENENGLIDOUHENQIANG,CONGLIANMENGCHENGYUANDEJIAODULAISHUO,PINPAIZHIJIANXIANGHUJIELI,BUJINKEYIJIEYUEYINGXIAOHUODONGFEIYONG,ERQIEKEYIJIEZHUQITAPINPAIDEYINGXIANGLI,TUOZHANKEYUAN。”

 

3D彩票网 DAZIRANGUANGZHOUFENGONGSIZONGJINGLIWANGWEIDONGTOULU,YITUOGUANJUNLIANMENGNEIBUQIYEZHIJIANDEXIANGHUDAIDAN,DAZIRANZAIGUANGZHOUSHICHANG2019NIANYEJIBUJIANGFANSHENG,YU2018NIANTONGQIXIANGBIZHENGTIYEJISHANGZHANGLEYUE10%。

 

 
 
 

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深度解析

 

同业联盟:天天带单+定期活动造势,在卖场内部形成虹吸效应

 

3D彩票网 TONGYELIANMENGSHIMUQIANZUIWEICHANGJIANDEYIZHONGLIANMENGXINGSHI,TONGSHIYESHIZAIJIAJUXINGYELISHIZUIYOUXIUDEYIZHONGLIANMENGXINGSHI。CHENGLIYU2009NIANDEGUANJUNLIANMENG,SHICUNXUSHIJIANZUIJIU,TONGSHIYESHIGUANGZHOUSHICHANGSHANGYINGXIANGLIZUIDADETONGYELIANMENG。

 

GUANGZHOUGUANJUNLIANMENGDEMENJIANBIJIAOGAO,ZHIJIESHOUXINGYEQIAN3MINGDEPINPAI,BIXUYAOZAIGUANGZHOUYONGYOU5JIAYISHANGDEZHIYINGMENDIAN,BIXUYAOYOUDULIDESHICHANGYUNZUOTUANDUI,QIEBIXUYAOHEQITAGUANJUNLIANMENGPINPAILINIANYIZHI。

 

3D彩票网 JIEZHIMUQIAN,GUANJUNLIANMENGDECHENGYUANYOUOUPAI、SUOFEIYA、DONGPENG、TATA、MUSI、KELE、DAZIRAN、YOUBANG、LANGSI、OUPAIZHUANGSHIDENG,DANSHICONG2019NIANNIANCHUZHIJIN,YOUBUSHAOPINPAIDOUZAISHENQINGJIARU。

 

“CONGSHIJIYUNYINGDEQINGKUANGLAIKAN,GUANGZHOUGUANJUNLIANMENGJIGELIANMENGQIYEDAILAIDEYEJILADONGYOUMUGONGDU。”DAZIRANGUANGZHOUFENGONGSIZONGJINGLIWANGWEIDONGJIESHAOSHUO,GUANJUNLIANMENG2019NIANZAIGUANGZHOUGUIHUALESANCHANGDADELUODIHUODONG,3·15QIAN、5·20HE7YUEFENDEGUANJUNLIANMENG10ZHOUNIANHUODONG,3·15DEHUODONGDAILAILEJIN3000GEDINGDAN,7YUEFENZONGJIDAILAILE1200DUOGEDINGDAN。SUIRANCANZHAOWANGNIANDEHUODONGYEJI,HUODONGDEZHENGTIXIAOGUOYOUSUOXIAHUA,DANHAISHIDADAOLEGUANJUNLIANMENGGECHENGYUANPINPAIDEYUQI。

 

3D彩票网 LINGJUJIZHELEJIE,GUANJUNLIANMENGCHULEDADEYINGXIAOHUODONG,ZAICHENGYUANNEIBUHAIYOUYIGEQIANGDADE“TIANTIANDAIDAN”XITONG,ZHEIGEXITONGJIANGBUTONGPINPAIMENDIANDEDIANZHANGHEDAOGOUZHENGHECHENGYIGEYINGXIAOWANGLUO,ZAIWANGLUONEIBUXIANGHUDAIKE,CONGERZAIMAICHANGNEIBUXINGCHENGLEHONGXIXIAOYING,JIANGMAICHANGYOUXIAODELIULIANGLIYONGDAOLEJIZHI。

 

ZAIJIASHANGGUANJUNLIANMENGCHENGYUANQIYEDOUSHIXINGYEDETOUBUPINPAI,BENSHENDECHANPINLI、YINGXIANGLIJIUHENQIANG,QIEXINGYEXIPAIJIAJUZENGJIALEPINPAIJIZHONGDU,YINCISUIRAN2019NIANSHICHANGJINGQIZHISHUDI,DANSHIJUEDADUOSHUGUANMENGQIYEZAIGUANGZHOUSHICHANGBINGMEIYOUCHUXIANMINGXIANYEJIXIAHUA,BUFENQIYESHENZHISHIXIANLEBUJIANGFANSHENG。

 

 
 
 

3D彩票网 4

 
 

异业联盟

 

构建多重流量入口,重塑泛家居消费生态

 

ZAILIULIANGSUIPIANHUADEDANGXIA,HUOKECHENGBENBIANDEYUELAIYUEGAO,RUHETONGGUOXIAOFEIRUKOUDEQIANZHIGENGZAODIJIECHUYONGHU?RUHETONGGUOQUANQUDAODEBUJUDICHENGBENDIHUODEGENGDUODEYOUXIAOLIULIANG?DUIYUBUSHAOJIAJUMAICHANGYIJIMAICHANGNEIDESHANGHUERYAN,SHIYANXIAMIANLINDEZUIPOQIEWENTI。

 

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JIZHEZAICAIFANGZHONGLEJIEDAO,WEIRAOZHEYIYELIANMENG,BUTONGDESHANGJIAYANSHENGCHULEBUTONGDEBANBEN。SHOUXIAN,CONGMAICHANGDEXINGTAILAIKAN,BUSHAOXINXINGDEJIAJUMAICHANGBENSHENBIANYIJINGSHIYIGEYIYELIANMENGDEZONGHETI。

 

WEIYUBAIYUNQUDEANHUAHUI,BENSHENBIANSHIYIGEJIHELECANYIN、CHAOSHI、FUSHI、ZAOJIAO、JIANSHENDENGSHENGHUOLEIZONGHEYETAIDESHANGYEXIAOFEIZONGHETI。JIJIANGKAIYEDEJURANZHIJIA,TONGYANGYEKESHIWEIYIGELEISIYIYELIANMENGDEJIAJUXIAOFEIZONGHETI。

 

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3D彩票网 YIGUANGHUIJIAJUXINTANGCBDWEIDAIBIAODEJIAJUMAICHANG,TONGGUOFADONGCHANGNEISHANGHUYUZHOUBIANDEYIYESHANGJIAZUJIANYIYELIANMENGDEXINGSHI,BUJINDADATISHENGLEGUANGHUIJIAJUXINTANGCBDZAISUOZAISHANGQUANDEZHIMINGDU,TONGSHIYEWEIMAICHANGDAILAILEYIDINGDELIULIANG。

 

3D彩票网 SUIRANGUANGHUIJIAJUXINTANGCBDZONGJINGLIHUANGQIAOPINGRENWEIMUQIANZHEIZHONGYIYELIANMENGDUIYUMAICHANGXIAOLIANGDELADONGBINGBUMINGXIAN,DANZHISHAOCONGTONGLUSHANGLAIJIANG,TONGGUOJIANGYIYEDESHANGYEZHUTIZHENGHEZAIYIQI,WULUNSHIXIAOFEIDEYIFANGHAISHICHANCHUDEYIFANG,JUNNENGSHIXIANZIJIDELIYI。

GUANGHUIJIAJUXINTANGCBDFADONGCHANGNEISHANGHUYUZHOUBIANDEYIYESHANGJIAZUJIANYIYELIANMENG。

 

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YENEIRENSHIFENXIZHICHU,SUIZHEXIAOFEIXIGUANDEGAIBIAN,XIAOFEISHENGJIHOUMAICHANGDEXINGWEIFANGSHIYEZAIFASHENGZHUANBIAN,ZHISHOUMAIJIAJUJIANCAIDEMAICHANGYIJING“GUOSHI”,ZHIDONGDEYUANDIDENGKEBUDONGDE“DUOQUDAOHUOKE”DEMAICHANGYEYIJINGGUOSHI。

 

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