Inventory of the "hot words" in the home furnishing store in 2010

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Standing at the end of the year and looking back at this year, how much emotion in my heart! The author has searched for some key words of interest in this year, trying to sort out and summarize this extraordinary year. Many years later, as long as you think of these hot words, you may think of the year 2010 in which passionate and contemplative walking, coexistence and pacing coexist, joy and trouble.

One of the hot words emerging battlefield

On May 27, 2010, the first phase of the Central Building People's Plaza West Building Materials World opened; on October 19, the press conference and business selection meeting of the building materials home base were held at the Crowne Plaza Zhongzhou Jinshui Road in Zhengzhou.

In September, Dennis appeared in full dress for seven days, which marked that Dennis officially entered the furniture industry as the leading enterprise of Henan department store enterprises.

On November 25, after more than 4 months of trial operation, Huafeng Lighting Industry officially debuted in Central Plains. According to industry insiders, it is not only the first five-star professional lighting store in Henan Province, but also the first five-star store in several surrounding provinces.

Comments: In 2010, in addition to the familiar home appliances stores such as Red Star Macalline, Actual House, Phoenix Famous Building Materials City, Zhongbo Furniture City, Ou Kailong, etc., it is located in the Dennis Furniture Museum in the CBD of Zhengdong New District and the Central Plains in the southwest of Nuggets People Square and Huafeng Lighting, which is committed to creating professional lighting stores, have added more unpredictable factors to the battlefield of the already smoky circulation field. In 2011, it was unclear whether the home stores were in peace or fighting each other.

Hot word two

Some scholars summarized the alliance of different industries as that it is a business relationship between two businesses in different industries to achieve the sharing and complementarity of resources, information, consumer groups, etc., so as to achieve the goals of reducing costs, expanding impact, and increasing sales. . In the Central Plains home furnishing industry, the trend of different industry alliances in the home furnishing market was first set off by Red Star Macalline. By 2010, Oukailong and other stores have used this model to bring more convenient, affordable, and efficient shopping and service experiences to sellers. .

On November 7, 2009, Red Star Macalline and Dashang Group reached a strategic cooperation alliance. In addition to basic forms such as member sharing and event linkage, the two parties also jointly issued a cross-industry alliance consumer card. This unveiled a new model of cross-border cooperation between home stores and the department store industry for in-depth cooperation.

On July 18th of this year, at the 13th anniversary of the Okalong Home Furnishing chain, the "Night of Luxury" celebration, the reporter learned that the guests can apply for the gold card of Zhengdao Garden Department Store on the spot with the Okailong invitation letter Dior vouchers and other benefits.

In the "Love Home Day" event launched on November 6, Red Star Macalline integrated many well-known brands in the household, health, catering, beauty, finance and other industries, consumers can also enjoy while buying household items Great discounts for members in the alliance.

Jiang Weigang, general manager of Zhengzhou Red Star Macalline, believes that the inter-industry alliance can link members and commodities in different industries and different fields, and can transform the single-mode competition in the same industry into unique competition, alliance competition, and competitive competition. In this process, not only can both parties get a new space for development, but consumers can also enjoy more product offers and service upgrades.

Comment: In fact, the trend of “different industry alliances” in the home furnishing industry initially took off in the home improvement industry. Domestic decoration chain giant Shichuang Decoration took the lead in starting the alliance trend and held a joint press conference with Henan Suning Appliance, announcing that the two parties will integrate with each other Resources, to carry out a series of in-depth "different industry cooperation". According to industry analysis, home furnishing, home appliances, and department stores ... these industries seem to be unmatched, but when they delve into the essence, they can find that they are surrounded by a core-"creating a harmonious and perfect home life." The common goal makes it possible for the industry to integrate with each other. The strong cooperation and joint promotion will ultimately bring a win-win situation between consumers and enterprises.

Hot Word 3 Creative Marketing

The rich marketing highlights such as the president's signing, artistic concept venues, foreign trade alliances, cultural and sports activities have become a new magic weapon to attract consumers this year. From "Luxury Night" hosted by Ou Kailong to "Angel Celebrity Night" by Red Star Macalline, consumers taste the perfect luxury feast and taste the most elegant life; from "World Expo Red Star? Huidong City" held on May 1st The event, to the 11th "National Carnival of Ten Thousand Nations", Red Star Macalline strives to build the cultural atmosphere of the venues from the history of Chinese and Western cultures, in order to finally achieve the purpose of letting consumers know more about the common sense of home culture. Jiang Weigang believes that the consumption concept of Zhengzhou citizens is maturing, and a single form of activity has been unable to meet the comprehensive shopping needs of consumers. Therefore, before planning an event, the store must enrich the content of the event in addition to the intensity of the event discount to attract Consumer eyeballs.

Comments: This is the era of eyeball economy. A single price tag is not enough to detonate consumer enthusiasm. Only by constantly innovating in line with the actual situation and adding creative marketing activities that are closer to consumers in content and form can it bring eye-catching effects and keep the store vigorous and vibrant in a short time. Gathering popularity inside, driving higher sales volume, while also effectively enhancing the visibility of the store.

Hot Word Four Frustrated and Retreated

The frequent introduction of real estate regulation and control has brought a huge chain reaction to its downstream industries. In 2010, the home distribution industry experienced a strong shock, and some distribution companies were forced to close some stores in this cold snap, adopting a strategy of shrinking the front. Towards the end of the year, "an undisputed top ten brand of domestic home furnishing chains, an undisputed prime location in Zheng Bianlu building materials business district, and an undisputed multi-format new combination model" were once packaged by the media with a series of beautiful words. The Shenzhen Hundred Years Home Furnishing Zhengdong Store suddenly "evaporated" in just one year and three months after opening.

Comment: The shrinking front of brand circulation enterprises has aroused widespread concern in the industry. In fact, although there are a variety of deep-seated reasons for the life and death of an enterprise, the most important one is performance. Without exception, stores were closed in 2010 because of poor performance. "Weak meat and strong food" is the most basic business rule. The stores that can adapt to market competition will continue to develop. On the contrary, those who cannot adapt will exit the market. This shows that if an enterprise wants to survive the market tide, it is the most crucial to adjust its business strategy and improve its competitiveness in a timely manner.

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