The seller of renting a bathroom is very injured. The time for independent operation is ripe.

The store is renting up, the dealer is very hurt

For all the big- selling sales in this round of sales, almost all the news is negative, merchants and stores to lawsuits, stores forced merchants to pay fees, a time home stores seem to become a battlefield, businesses and stores seem to become enemies. In the past, the iron triangle relationship of manufacturers, stores, and dealers has always been talked about by the entire home furnishing industry . The dealers and the large stores have been working together well. Why do they suddenly turn against each other?

The author once visited a dealer. During the conversation, the dealer was complaining about the current sales situation, and complained about the way the store operated. According to reports, the dealer's bathroom brand entered the store in the first half of 2007. At that time, the home market was not bad, but with the advent of the crisis, the whole market began to weaken, and there were many problems in the store.

First, force the merchant to expand the venue, and then increase the rent, so that the dealer's operating expenses will rise. If sales do not rise, profits will naturally decrease. "The building materials market is so light now, and the sellers have not negotiated with us. The unilateral increase in rents is unilaterally raised. It is purely intended to force us away." The dealer also revealed that many businesses are now unable to accept this increase in rent. , I started to find other stores, and I was ready to move out if there was a suitable one. When asked if he would move out, he said that he was actually not willing to move out of the store. After all, he had been doing it for several years, but it was relatively stable, but if there is really no money to make, then Had to move away.

The store cannot be too "selfish"

Although the dealer's words represent the opinions of most dealers, the store side said that they also have a bitter stomach. The manager of a large-scale store in Changchun said: "From the perspective of the store, as a strategic partner, we gave the dealers the best location and the most favorable rent, so that they made money and made it bigger. Now we Business difficulties to increase rents, they are far away, let us drink the northwest wind?" In this regard, some marketers said that the world has no solution to the knot, as long as the contradictions can get up and down.

It is understood that with the continuous rise in prices and labor costs in recent years, the operating costs of the stores are constantly rising. In the past, in order to promote the popularity and commercial atmosphere, most of the stores are low-cost rentals, and they pay for their own operations. Therefore, it is inevitable to increase rents now, but it is only a matter of rising more and less. Therefore, as long as the store is doing its best, there is a market, there is a market, and the rent is raised within a reasonable range. The merchant is still willing to accept it.

However, the increase in rent in the store should be a gradual process, which will increase too much and which merchants will not accept it. Therefore, it is recommended that the store can adopt a small increase in rent method, and the merchant decides whether to stay in the store according to the operating sales during the period. On the other hand, the store should increase its popularity and publicity, increase the attractiveness of customers, increase the passenger flow, and let the merchants feel that even if the rent increases, it is worth staying in the store. At the same time, we must find ways to let some emerging companies enter the store to fill the vacant position left by the rent increase. For some merchants with potential to develop and increase the reputation of the store brand, the store should give certain preferential policies to support, in order to mobilize the enthusiasm of other businesses, while the merchants self-improvement, the store can also obtain beneficial.

Independent operation, the time is ripe

Of course, in the “competition” of the rent increase with the store, some merchants have withdrawn from the market and opened independent stores in the form of “abandoning rent and buying”. In the view of this part of the merchants, the hypermarkets continue to increase rents, so that the dealers' profit-making space is reduced. Instead of giving rent to others, it is better to invest in a shop. Even if the business is not good, at least you can not pay the rent, and the appreciation space of the shop can be expected, why not? And, with the independent business model, you can design, construction, main materials, soft clothing, etc. Station-based integration services also meet the needs of consumers.

In this independent store, after the customer comes, you can choose your favorite products according to the 1:1 ratio of the product style, and then directly negotiate the details, including the choice of materials, accessories style, construction period, etc., can be exempted from many The intermediate link is very convenient. In addition, analysts have warned that independent stores are not necessarily bigger, the better, because the area is no longer comparable to the store, as long as they can fully reflect their own characteristics, can meet the needs of consumers, and get the recognition of consumers. But not all dealers think so.

The attitude of a general manager of a sanitary ware brand is more cautious. In his view, the business model of an independent store requires a lot of money and energy, and the risk is also greater. It is a pity to completely abandon the store that has been operating for many years in the store. In his view, merchants can establish a small specialty store outside to increase the visibility and profit margin of a single transaction, while the store and independent channels can coexist for a period of time. “The consumption habits in the domestic market cannot be changed immediately, mostly Consumers will still choose to enter the store, so it is safer not to give up at both ends."

Marketers say that there is a symbiotic relationship between the store and the dealer. The store needs to rely on the dealer to set the scale of the atmosphere, and the dealers need to rent the store to realize their own business. The harder the time, the more To work closely together, as long as we work together, we will be able to come up with ways to tide over the difficulties.