How to run a building materials store

The current operation and management of my country's building materials market has the following characteristics: First, most investment-based building materials markets still provide simple property services as the main service function; second, the market operation and management levels vary greatly, and some Market management is extensive, even at the level of market management; third, market operations are monotonous and lack innovation. Promotional activities mainly rely on means such as discounts, draws, and giving away small souvenirs; fourth, an important manifestation of channel competition in the field of building materials is homogeneous competition, which is becoming more and more intense; fifth, survival of the fittest has become one of the main means of regulating market development. ;

1. The basic situation of my country’s building materials market operation and management

(1) Various promotional activities

Now, residents in our country can feel the excitement accompanying building materials With the rapid development of the market, competition among markets is becoming increasingly fierce. As long as we enter the building materials market, the heat wave of promotion will hit us. Each market has gone to great lengths to carry out various types of promotional activities.

Currently, most of the promotional activities in my country's building materials markets have similar methods, including price reductions, discounts, giving away souvenirs, and drawing prizes. Of course, there are also many markets that have come up with unique tricks to make promotional activities more exciting, which greatly increases sales during the promotion period and is welcomed by merchants and customers.

In order to fight against SARS, Huansanhuan Home Furnishing Commercial Center will hold a 60-day charity sale in May. In July, we will carry out the promotion activity of "Products are on sale at special prices until the end of July". During the event, 100 air conditioners, color TVs and other home appliances will be given away every day on weekends. For the convenience of customers, Huansanhuan has purchased 35 Flair cars. As long as there is a hotline reservation call, the market will send cars to pick up customers. Whether you are spending money in the market or not, there are scheduled shuttle buses to take customers there.

Chengwaicheng Furniture Culture Plaza will hold a "super large promotion event" from July 5th to October 12th. During the event, "100,000 yuan will be given out every day, the promotion will be continuous for 100 days, and 10 million yuan will be given back in true love." , the home furnishing night market is open until 9 o’clock!” And there is a free shuttle bus to pick up and drop off customers.

Jimei Furniture and Building Materials City has free shuttle buses with 11 fixed lines throughout the city. During the event, anyone who purchases more than 12,000 yuan will receive a magnetic therapy mattress worth 1,200 yuan. By analogy, there will be prizes for anyone who purchases more than 500 yuan. Jimei Furniture and Building Materials City held a large-scale promotion event during last New Year's Day, with full-page color advertisements in the Beijing Evening News and Beijing Times. The investment in advertising alone cost millions. The selling point of this event is the "million-dollar gift giveaway" that promises "instant purchase, instant gift, instant draw, instant redemption." During the one-month event, a total of 24 first prizes were awarded, and 24 were awarded shopping mall coupons. , 5,000 yuan each; 48 second prizes, 2,000 yuan each.

Tianlong Homestead held the “National Day Golden Week Millions of Profit Discount Action”. Longsen Kitchen Cabinet held an event to sell kitchen cabinets and give away Pentium 4 computers. Fuya Paint held a promotional event of "Buy Fuya Paint Package, Eat KFC for Free". Wanjia Denghuang held an auction. Lanjinglijia Shopping Lucky Draw offers prizes as small as cups, umbrellas, hats, and as large as air conditioners, color TVs, washing machines, microwave ovens, DVDs, etc. Wanjia Denghuang held an auction. Anyone who signs a home decoration contract during the event will be entered into a lottery, and the first prize will be fully refunded for the renovation project. There is also a building materials market that held a promotional event during the Spring Festival last year. The prizes were ten "little yellow croakers" weighing 10 grams each. In fact, a 10-gram gold bar is about 1,000 yuan, but because gold is so important in people's minds, The status of the store is very valuable, so there were a large number of customers who came to shop for the lottery. According to media reports, an old lady drew a "little yellow croaker" on the spot and was very happy.

Beijing Zhux Home Furnishing Mall held a large-scale promotion event at the end of last year. "Go to the main service desk of the mall with an advertisement in the Beijing Times and you can receive up to 5,000 yuan of true love B coupons for cash shopping."

"The theme slogan is "Win a coupon worth tens of millions of yuan (a total value of 12 million) and win a prize worth a million yuan (a total value of 3 million) Passion" "Real gifts, 100% consecutive winnings"

Lize Building Materials City provides long-term supply to various market distributors, and provides free design of green home decoration. During the promotion period, environmentally friendly building materials are discounted at 50%, and 10,000 gifts are available while supplies last. The maximum value of the prize is 5,000 yuan.

Bi. Xi Home Plaza also launched a strong promotional offensive during the National Day last year, "Green Bixi Green Home, Green Life Green Cyclone" "Bixi True Love Will Never Change, Return Gift 10 Million, Continuous Grand Prizes, 100% Winning Rate"

Jin Haima's furniture is sold at low prices during the promotion period. The high-end executive desk with an original price of 12,800 yuan is only sold for 6,800 yuan, and the special price of 13,800 yuan for the sofa is 7,800 yuan. The reason why Jin Haima is able to sell it at low prices is because he sells it at low prices. Effective cost control has been carried out in three main links. First, in terms of procurement costs, Jinhaima has set a target of reducing the cost by 10% every year and expanded the procurement volume from 10 million in the past ten years. 10 billion, the price of an ordinary sofa has dropped from more than 3,000 to more than 1,000. The second is specialization to reduce operating costs. The third is frugal management, starting from all aspects of business operations, creating the myth of "unbeatable prices".

Dazhongsi Lanjing Lijia Home Furnishing Plaza launched the "July value-added delivery operation" promotion campaign with the slogan "Add value first, then shop, and you will win 100%". Customers can get up to 200 yuan. It can be turned into 1,800 yuan. The market also promised that "if environmental protection does not meet the standards, compensation is non-negotiable." Then in August, it launched the "Golden Autumn Home Consumption Gives Healthy" promotion. During the event, anyone who purchases more than 200 yuan can win a lottery, with a maximum of 200 yuan. The winner will receive a 2,000 yuan health and sports card.

Beijing Zheng "Beijing Pet Talent Contest", welcome to "bring your pets to play!" ”

Dongsanhuan Furniture Mall held a “cash grab” promotion event during last year’s National Day. There is a grand prize of 3,000 yuan waiting for you every Saturday. During the event, goods are sold 30%-60% lower than the market price. .

Haomeijia Sijiqing store launched a 4th anniversary event in 15 stores across the country during the National Day last year. During the event, every purchase of 1,000 yuan or more in home appliances and kitchens will give you 40 yuan. .

In conjunction with the "315" event, Oriental Home Lize Store held a "Million Dollar Giveaway" event this year. During the event, 5,135 lucky people were awarded a grand prize of 1 million yuan.

During the National Day in 2002, some products from Oriental Home were sold at a low price. The original price of Yali shower room was 2,038 yuan, and Nobel tiles were sold at a special price of 113 yuan per square meter for 215 yuan. The package price of flooring and bathing equipment is nearly 300 yuan and 400 yuan lower than usual. Mr. Zhang Hongwei said that the reason why Oriental Home can achieve low prices every day and during promotions is because it has six major advantages. First, unified procurement. Distribution and unified management; second, low cost; third, complete varieties; fourth, advanced management methods; fifth, many sales staff and tally personnel are experts in building materials; sixth, provide consumers with comprehensive services;

August 20, 2003 is the glorious fourth anniversary of Oriental Home. On August 23, another new store of Oriental Home - Beijing Bajiao Store was officially opened. All chain stores of Oriental Home celebrated the grand opening. From August 23 to September 28, Oriental Home will launch large-scale promotions, including "Sisi Qing Gifts", "Opening Specials", "Shopping Companion Vouchers" for signing home decorations, "Ten Yuan Special Sale", "Regular Customers to New Store" , "gifts and gifts" and other promotional activities. The activities in each store are exciting, so that new and old customers can get benefits and surprises at home!

(2) Advertising, POP and store layout

Advertising is Advertising is the most common promotional method used in any market and plays an important role in the creation and growth of a brand.

It can be said that "everyone on earth knows" that the ceramic industry is famous all over the world. Advertising is a way of communication. A localized and catchy name is definitely much easier to spread than a name that is difficult to remember and combines local and foreign languages. "Dragon paint has no taste, but makes your life tasteful" is a good advertising slogan. The Coca-Cola Company, as a world-famous brand, spends 30% of its profits on advertising every year. It relies on endless advertising to maintain the vitality of the brand. Expressing "This is me" and "I'm still here"

Jiran Home's advertising campaign focuses on advance compensation and commitment to environmentally friendly decoration. The advance compensation system was first proposed in 2001. At that time, a title coverage advertisement was made on Beijing Traffic Radio. The slogan of the advertisement was only one sentence: "Jiran Home, pay first." Although simple, it is shocking and penetrating. This advertising slogan has resounded to thousands of households, and has truly become a household name that everyone knows. In addition, Easyhome conducted a successful crisis public relations operation in response to the "Fule Incident" and unambiguously spent nearly 2 million yuan to fulfill its promise of advance compensation, which made Easyhome famous. Last year, it was the first company to launch the theme advertisement of "Easy Home, environmentally friendly decoration, full refund if not environmentally friendly." The effect is also quite good.

Jiranzhijia rarely makes full-page commercial advertisements. The few times I have seen them, they are mainly text-based. For example, on the eve of the National Day last year, a page of advertisement was published in the Beijing Evening News. There was not a single picture, but a large number of words proposing "eight reasons to choose Juran Home". These eight reasons are: 1. Easyhome has a strict market access system; 2. Easyhome has a strict home improvement contract certification and management system; 3. Easyhome has a strict project quality management system; 4. Easyhome has a strict project quality management system; The first to launch the "advance compensation" system; 5. Easy Home, the first to launch the "green and environmentally friendly decoration" system; 6. The last elimination system unique to Easy Home; 7. The original star rating system of Easy Home; 8. Easy Home Zhijia pioneered the "market-oriented management", "one-stop", "one-stop" and "first inquiry responsibility system" systems;

Haomei Home uses large-scale advertising to promote its advantages. Take the 4th anniversary store celebration last year as an example. The advertising creative was six words: National Day Strength Competition. ***There are six comparisons, namely: Strength comparison: Supermarket concept, brand pioneer, unstoppable; Price comparison: Famous and high-quality brands, explosive prices, who can compete; Variety comparison: Ten major categories, more than 50,000 kinds of building materials products, all varieties Comprehensive; better service: no reason to return, free shipping, advance compensation, considerate service; better than home decoration: self-operated home decoration, not affiliated, the quality is really visible;

IKEA's promotional advertisements are unique and uncompromising conventional. Before the start of a promotional event held last year, IKEA published two advertisements in newspapers. The first one read: "Wash and sleep!" Four large characters took up half of the page, and below there was a line of small characters: "Wash and sleep quickly." Go to sleep, IKEA is having a big sale. Go to bed early, get up early, stay healthy, and come to IKEA feeling refreshed.” The next day’s advertisement printed two big words: Urgent: Looking for people who are strong and have no financial limit (as long as they are willing to pay the bill). Men, join me hand in hand and go to IKEA, tomorrow the IKEA sale will begin! There is a line of small words at the bottom: IKEA has a big sale, some products are 50 to 30% off, out of print sales, while supplies last. We believe that such advertisements are creative and attractive, especially for IKEA's customer group: trendy young people, which have great affinity and appeal.

POP advertising

At present, the POP advertising in my country's building materials market is mainly atmospheric POP advertising. On every celebration day, unified style and beautifully printed POP advertising are hung in the store. It plays a good role in setting off the atmosphere of the store. The other type is promotional POP. Its function is to convey product prices, discounts and other information to customers.

According to international advanced retail marketing theory, the application of promotional POP should comply with the following principles: (1) The form is beautiful, can fully attract customers' attention, convey information, complete, and can effectively stimulate customers' randomness. Impulsive buying; (2) The replacement cycle is short, and the store’s latest sales information and intentions can be conveyed to customers at any time; (3) High density is applied to more fully facilitate customers’ choices.

Most of today’s customers are sensible. Even though overly enthusiastic salespeople talk about it, they often remain indifferent or even quit in spite of the difficulties.

They are more accustomed to having full freedom of choice without interference. However, it is difficult to truly gain the trust of customers by simply displaying products. Therefore, how to effectively and accurately convey the merchant's intentions to customers and achieve the purpose of stimulating customers' impulse purchases. POP advertising becomes a bridge between products and customers.

Some large building materials supermarkets and shopping mall-style building materials markets have done better in this regard. For example, B&Q, OBI, Oriental Home, Haomeijia, Red Star Macalline, etc.

Store layout

The layout of the store, the decoration of the stalls, and reasonable zoning of sales are also key factors in the success or failure of sales. In this regard, most building materials supermarkets carefully design their store layout and scientifically organize and distribute goods. In some large shopping mall-style building materials markets, the stalls of each merchant are magnificently decorated, giving people a sense of beauty and a high sense of trust. For example, Building Materials Economic and Trade Building, Ring Third Ring Road, China Ceramics City, Golden Haima, Red Star Macalline, etc. Some supermarkets attach great importance to the design of Duitou. I saw that the Duitou of Oriental Home Lize Store is very good. The publicity effect and promotional performance of a good Duitou are particularly ideal. Therefore the terminal fee is also very high. Since the store functions of building materials supermarkets are different from those of commercial supermarkets, very few terminals are made and the cost is lower.

Here I would like to introduce to you the various charges imposed on suppliers by a large international brand supermarket. Various charges for Jia X Fu - French festival store celebration fee: 100,000 yuan per year; Chinese festival fee: 300,000 yuan per year; new store opening fee: 10,000-20,000 yuan; old store renovation fee: 10,000-20,000 yuan; DM poster fee : 2,340 yuan per year, which is 79,560 yuan for 34 stores across the country. Generally, each store has to print posters 10 times a year, which is 790,000 yuan; terminal fee: 2,000 yuan per store, which is 68,000 yuan for 34 stores; new product fee : Each store costs 1,000 yuan to purchase a new product, and for 34 stores, it is 34,000 yuan; personnel management fee: 2,000 yuan per person per month; stacking fee: 30,000 to 100,000 yuan per store; ex-factory price profit: sales volume 8%; service fee: 1.5%-2% of sales; consulting fee: about 2%; layout management fee: 2.5%; deduction for late delivery: three thousandths per day; loss compensation fee: If the product is not well kept, unconditional deductions will be made; unconditional returns: account for 3%-5% of sales; tax difference: account for 5%-6%; I give this example to illustrate that stores should establish a good cooperative relationship with suppliers and be reasonable When charging fees, don't be like Jia Xfu who got into trouble with suppliers because of fees, such as the speculation incident.

(3) Commitment system

1. Market commitment

Lize Building Materials City has established itself as a “purchasing station for builders and a supply station for dealers” Under the slogan, "You can buy satisfactory products at lower than wholesale prices! You will be compensated in advance for the goods sold"

Beijing Aijia World Home Furnishing Exhibition Center held a "get what you buy" event. The promise is that "if you buy furniture, you will receive furniture; if you sell sofa, you will receive sofa". The maximum limit is 5,000 yuan. During the event, building materials products will be discounted up to 50% off. While holding events, we launch three commitments: quality insurance, price insurance, and health insurance. It was also the first to launch an interest-free loan activity for purchasing furniture. The service promise is "no money for shopping, no interest payment for loans, and no need to run away for repayment".

Jimei also solemnly promises: the same product is guaranteed to be the lowest price in Beijing, and the excess amount will be doubled; for all products purchased in Jimei Furniture and Building Materials City (including home decoration), Jimei is the first responsibility for product quality. People; green and environmentally friendly, pay in advance, return goods if not satisfied;

During the National Day in 2002, Beijing Zhux Home Furnishing gave away 15 million yuan in the form of shopping vouchers. At the same time, it proposed "Golden Nine Commitments, Perfect Services". The so-called "Golden Nine" includes three guarantees for products, advance payment, clearly marked prices, guaranteed returns and replacements, lifetime maintenance, unified settlement, trade-in, membership, and nine commitments to green environmental protection. "Ten complete" services refer to ten service contents, including humanistic services, barrier-free services, standardized services, family-friendly services, free services, personalized services, serialized services, information services, legal services, and green services. .

Changsha Wanjiali adopts a unique joint venture form that collects joint venture profits from merchants, in exchange for good relations with merchants.

Wanjiali publicly promised the public that it would buy branded ceramics, sanitary ware, and wooden floors at the city's lowest prices in this market, and nearly 100 merchants signed the agreement. The merchants of Wanjiali say: Sales are the key to the success or failure of a market. Instead of looking for consumer terminals, it is better to look for an excellent sales platform to have more market influence.

The three-ring five-star home quality commitment is very distinctive in the investment market. The first star is the full range of environmentally friendly products: the furniture and building materials products sold in the Huansanhuan Home Commercial Center comply with the ten national environmental protection standards, and the lamps and electrical products comply with the national safety standards. If you find that the product you purchased does not meet the above standards, the product can be returned or exchanged, and a special environmental penalty of 3% will be paid to you. The second star is the green home decoration package: when signing a home decoration contract, a green environmental protection contract is signed at the same time. The home decoration project uses environmentally friendly pre-assessment design, environmentally friendly material selection and environmentally friendly construction. After the project is accepted, the indoor air quality meets the national indoor air quality standards; the third star is Whole-process consumption supervision: When shopping at Huansanhuan, you will receive authentic and reliable technical consultation and professional supervision services. If you have any needs during the entire consumption process, Huansanhuan implements the "first person responsibility system". Any Huansanhuan employee will provide you with considerate and thoughtful services and ensure that your legitimate rights and interests are not infringed upon in any way; Article 2 Four stars means a five-year full warranty: a five-year warranty system is implemented for the products you purchase at Huansanhuan (except for lamps, electrical appliances, fragile items and low-value consumables). If there is a quality problem with the product within five years, you will receive timely warranty service; the fifth star is ISO9000 and 14000 dual certification: Huan Sanhuan has passed ISO9001 international quality management system certification and ISO international environmental protection system certification. We strictly follow the requirements of dual certification to ensure the implementation of the "five-star home quality" commitment, and constantly improve and continuously improve the operation of the quality system to provide you with satisfactory services.

Large-scale building materials supermarkets of foreign brands have also entered the smoke-filled battlefield of promotional wars like us.

The following is OBI's "Low Price Commitment"

OBI OBI solemnly launches the "Low Price Commitment". If you find that the price of goods purchased at OBI OBI Mall is high As for the price of the product in other shopping malls in the same city, please give us the written voucher within 14 days. OBI will compensate you for the difference in shopping and reward 10% of the difference. Thank you for your continued support of OBI.

This poster is only applicable to OBI Shanghai stores. During the promotion period, there are also many preferential services:

Free shipping service: If you make a one-time purchase of 2,000 yuan at the Meilong store, you can enjoy one-time free shipping. The free delivery scope is the urban area (Minhang, Changning, Jing'an, Luwan, Huangpu, Xuhui) and Songjiang District and the west of Hunan Highway in Pudong New Area. For one-time purchases of over 4,000 yuan, free delivery service is provided to the east of Qingpu Town in Qingpu District, north of Nanqiao Town in Fengxian District, and Kangqiao and Zhoupu areas in Nanhui District.

2. The emergence of industry self-discipline conventions for standardized operations

Since the launch of the national governance and rectification of market economic order activities, many industry organizations and markets have formulated and issued many industry self-discipline conventions. These self-discipline conventions have played a positive role in standardizing the operating order of the building materials market and improving the trading environment of the building materials market. Prominent ones in this regard include the China Building Materials Industry Economic Research Association, which formulated and promulgated the "Self-discipline Convention on Standardized Operations in the Building Materials Market" on the basis of extensive dual-creation activities; the "2002 National Timber Star Market Joint Declaration"; and the "Shanghai Initiative" ; "Tianjin Initiative"; Shanghai's "Guidelines for the Standardization and Management of the Building Materials Trading Market"; Shenyang launched "advance compensation" in the city's decoration; Shanghai has successively issued two building materials market regulations, "Shanghai Building Materials Trading Market Standardization Management Guidelines" and "Three Building Materials Industry "Color Label Price Label System" two regulations; Tianjin Building Materials Industry Association deepens the "Five Services" activities, etc.

(4) Cooperation with associations and media

In the process of innovating the operation and management of the building materials market, many market presidents with strategic vision attach great importance to cooperating with universities, colleges and research institutions. , cooperation with industry associations, borrowing external brains to enrich their management innovation activities, and study and formulate market development strategies.

For example, last year, Easyhome commissioned the China Building Materials Industry Economic Research Association and colleges and universities to complete the project "Research on the Development Strategy of Easyhome", which was very inspiring for market development decisions. Red Star Macalline often holds various seminars and report meetings to build a learning enterprise. Red Star Macalline also often holds various special exhibitions in its 12 hypermarkets, such as Wuxi Ceramics Festival, Changzhou Flooring Festival, Beijing Environmental Protection Decoration Materials Exhibition, etc. Shenyang Jinlong Decoration City also hired Japanese management experts to hold discussions with market managers and learn from foreign management experience with an open mind.

Any successful market has a good cooperative relationship with the media. This cooperative relationship can reflect the development and changes of the market in a timely manner, accept supervision and criticism from public opinion, and make it a link and bridge to communicate with the consumer public.

(5) Publications and websites

In business activities, internal publications and websites play a role that cannot be ignored. Such as Nanxun Building Materials Market News, Easy Home Bimonthly, Red Star News, etc. The newspapers and periodicals run by these markets are closely related to the actual market, and can timely and accurately publicize and report major market events and experiences and practices of business management innovation, which effectively promotes the continuous development of innovative activities.

"Western Building Materials Network" is the website of the Southwest Building Materials Center and has developed rapidly in the past few years. The website closely grasps the purpose of serving the market, serving merchants, and serving consumers, and has forged ahead and achieved gratifying results. It is the best among self-operated websites in the national building materials market.

(6) Summary

1 Extensive management

The biggest problem at present is that many building materials markets still maintain management on providing simple property services and "collect The seven-word motto "rent, security and cleaning" has become the entire management content of some markets. In fact, property management is only a small part of market-based management. The basic management of a market must at least include investment management, property management, merchant management, quality management, price management, transaction management, human resources management, complaint management, etc. All these managements are integrated into a complete and scientific management system, and the functions and effects of modern enterprise management are brought into play. This is a building materials market that has basically gained access qualifications.

2. Single business activities

A good market is run, not managed. Simply having excellent basic management is not enough. We need to operate our own market and make it a business platform that is popular, business-friendly, and actively traded. At present, our business activities are not carried out enough. Although some of them have been carried out, due to poor planning, a lot of money has been spent, and the effect is limited. Distribution activities in the building materials market can take many forms. In addition to the most common holidays and seasonal promotions, you can also organize seminars, exchange meetings, reports, promotion meetings, and trade fairs (Wenzhou ceramics market is not large, but there are trade fairs and floor festivals every year. , Ceramic Festival, seminars and other activities), etc. It can also hold named large-scale theatrical performances. You can also use a variety of names to advertise in the media and package the market. In a word, it’s all about hype. Hype is not a completely derogatory term. How can you let everyone know about you if you don't hype? I think "Little Yellow Croaker" is a successful hype. The key lies in creativity. Some markets pay very high prices to hire celebrities to be image spokespersons, and pay hundreds of thousands of appearance fees to hire a certain singer to sing. These are all commonplace. When the Beijing store of Haomeijia opened, it invited elephants to perform the show, and the effect may be better than any other elephants.

2. Future Development Trends

(1) Fighting for scale and seeking expansion are still important trends in channel competition

In the past two years, whether it is investment promotion in our country Both the manufacturing building materials market and building materials supermarkets are developing rapidly.

(1) Investment-based building materials market

According to data, the large-scale investment-based building materials market is still developing rapidly. For example, Heilongjiang Province's largest professional market for home furnishing and building materials, invested 250 million yuan by Beijing Mingli Group, is expected to officially open by the end of this year. The newly built Celebrity Fashion Home Plaza is located in Chaoyang Town, Harbin Power Zone, with a construction area of ??180,000 square meters.

The square will build 16 professional markets, with business contents including furniture, home appliances, flooring materials, cabinets, etc.;

In Nanhai City, Guangdong, they are named "Jia Tianxia" and "Hao Pier" Two large-scale decorative materials markets have entered the investment stage. The Dongguan Home Decoration City with a total area of ??100,000 square meters has also started construction in Nancheng District, Dongguan City;

Ningxia Yanbao Building Materials Industrial Company decided to invest 675 million yuan to develop and build the largest building materials market in the west . The planned construction area of ??the project is 2,450 acres, with a total construction area of ??790,000 square meters. It is divided into 10 functional areas and 9 professional markets, with Yinchuan City as the center and radiating over a radius of more than 300 kilometers;

Utilizing 100 million foreign investment The US dollar cooperation project Chengdu Fusenmei Home Building Materials Wholesale Market has been completed and opened. The market covers an area of ??more than 880 acres, making it the largest building materials distribution center in the western region. It has successfully held many building materials group purchasing trade fairs and other activities for Tibet and other places;

Tianjin Bohai Rim Building Materials Center invested more than 20 million yuan to build the Bohai Rim International Stone Processing Base. The processing base has a total construction area of ??nearly 10,000 square meters, a light steel structure, a clear height of 6 meters, and can accommodate 25 5-ton gantry cranes operating at the same time. Fully introducing Italian production lines, the daily stone production can exceed 10,000 square meters, and it can also undertake various special-shaped stone deep processing projects.

(2) Building materials supermarkets

In 2003, the expansion of building materials supermarkets reached an unprecedented level. B&Q, Oriental Homes, Liang Home, Ford, OBI, IKEA (hypermarket), etc. will all enter Guangzhou this year. The building materials supermarkets in Dongguan City have become a tripartite situation. First, Shenzhen's "Five-Star Home" entered Dongguan and loudly promoted the concept of "decorating a five-star home"; then Dongguan's private enterprise "Hualemei" announced in a strong and high-profile manner: it will invest 280 million yuan. Yuan, with Dongguan as the axis, 50 franchise stores have been built within 3 years, and 20 chain stores have been opened in prefecture-level cities in the Pearl River Delta within 5 years;

In the past year or two, Oriental Home, Haomeijia, Homeworld, etc. Local building materials supermarkets have landed in Beijing one after another, and foreign building materials retail giants B&Q and OBI have also begun preliminary operations to open in Beijing;

Haomeijia has entered Wenzhou and is located in the Tangjiaqiao section of Wenzhou Avenue in the urban area, occupying an area of The land is 57 acres. After completion, the business area used for building materials supermarket will reach 15,000 square meters. It will mainly operate the building materials and decoration industry, as well as other related ancillary industries;

In recent times, with the With the intervention of large building materials supermarkets such as the British "B&Q", Germany's "Oped", Beijing's "Oriental Home", and Tianjin's "Homeworld", Qingdao building materials supermarkets have also become a hot spot in the fierce business war;

Qiangsheng Glass Supermarket, which brings together national glass products, opened in Qinhuangdao City, Hebei Province in July. This is the first glass circulation enterprise in my country that integrates warehousing, processing, production, display, sales, and transportation and is established by drawing on the business models of developed countries;

(2) New business formats are developing

The positioning of building materials market formats should depend on the market and the type of consumer groups in the business district, income level, spending power, transportation and other factors. In the entire building materials and decoration transactions in China, the investment-based market has always occupied a "leading" position. However, under the rapidly changing market situation, my country's building materials market has entered a period of adjustment, integration, standardization and transformation. Operators should cultivate core competitiveness according to changes in market supply and demand and combine with their own characteristics, do a good job in market positioning, and build market brands.

1. Super shopping mall

The super commercial shopping mall format is a retail revolution that emerged after department stores and supermarkets, and is a relatively advanced format. The theme shopping mall is also a derivative of the development of shopping malls, or it is called a deepened sub-format.

In terms of the characteristics of the business model, the organizational model and the composition of the business owners of the shopping center are still based on the investment invitation system, but the market insists on unified marketing and publicizes the market image in a unified manner. The share of building materials supermarkets will definitely grow in the future, but the advantages of shopping malls, an investment-based market, are still obvious.

The Mall of America

The Mall of America is located in Bloomington near the Twin Cities (Minneapolis and St. Paul) and is currently the largest in the United States. The shopping and entertainment center has a construction area of ??about 390,000 square meters and is divided into four floors. It is said that it can accommodate two Khufu Pyramids. There are approximately 520 stores in the mall, including 4 large department stores. There are also more than 40 restaurants, large and small, including McDonald's, Pizza Hut and Tropical Rainforest Restaurant that can also be seen in China. In the center of the mall is the "Camp Snoopy" theme amusement park covering an area of ??28,000 square meters, as well as a cinema consisting of 14 theaters and 8 nightclubs. The current occupancy rate of the mall has reached 99%. Even if you only spend 10 minutes in each store, it would take you 86 hours to visit them all.

The Mall of America not only changed the shopping habits of people in the northwest region of the United States, but also became a world-famous "tourist attraction." Currently, the mall's annual passenger flow is 42.5 million. Among them, many people regard this place as a good place for leisure and vacation. The whole family comes from afar to stay in a nearby hotel for two or three days and enjoy the fun of shopping. According to statistics, 4 out of every 10 customers in the mall are tourists.

A new business model has developed rapidly in our country in recent years. This is ShoppingMall, which we also call super shopping mall, or literally translated as Mall. According to reports, the world's largest mole will be completed in West Beijing in November.

Beijing Jinyuan Shopping Mall (Moore) is the world's largest commercial unit with a construction area of ??680,000 square meters. Jinyuan Shopping Mall, located on Yuanda Road in the West Fourth Ring Road, was one of the 60 major construction projects in Beijing in 2003, with an investment of 3.8 billion yuan, covering an area of ??18.2 hectares, and a total construction area of ??680,000 square meters, of which the first phase cost 550,000 yuan. square meters. After the building is topped out in November this year, it is expected to officially open in October next year. After completion, it will not only be the largest shopping mall in Beijing, but also set a record for the largest commercial unit in the world. By then, consumers will be able to drive to various commercial floors, where there will be nearly 30 large stores of more than 10,000 square meters, more than 600 specialty stores, more than 100 themed restaurants, and more than 10 large entertainment venues.

There are currently two "Moore" stores with the theme of building materials and household products. One is Xi'an Daming Palace, which is about to be completed and put into operation. The other one is Wuhan Home Furnishing located in Xihanzheng Street, Wuhan.

The Greater Wuhan Home Furnishing Project covers an area of ??216 acres and has a construction area of ??240,000 square meters. Different from the previous building materials market, Wuhan Home Furnishing represents a brand-new business model. The products sold have expanded from building materials and decorative materials to home accessories, covering almost all household daily necessities. What's more important is the introduction of complex functions such as catering and entertainment. The mixed nature and social performance of the shopping environment stimulate people's potential shopping desire. The introduction of the spatial form of pedestrian commercial street fully demonstrates Moore's concept of this commercial form.

2. Diversified operations in the home furnishing market

Shenzhen Haoyunlai Home Plaza, which opened in May, has brought a new business format to the building materials market - the "big department store model" .

A variety of businesses integrated into one. With an operating area of ??78,000 square meters, Good Luck Lai will be the most complete home plaza in Shenzhen in terms of operating projects and supporting services. It covers a variety of household items such as building decoration materials, furniture, and household appliances, and provides many services such as catering, telecommunications, banking, beauty, and office buildings. It is reported that Mingke, a well-known home appliance operator in Shenzhen, will set up shop in Good Fortune in the form of a chain store. In addition, many well-known building materials and furniture brands such as Dongpeng Ceramics, Kebao Cabinets, Nippon Paint, Taiwan Furniture, etc. will become Good Luck's partners.

Providing a variety of supporting services is also good luck