The three major stores are rushing to enter the home furnishing exhibition. Either the exhibition company will be set up independently by the store, or the exhibition will be held in cooperation with professional institutions. The competition for home exhibition will become more intense. Behind it is the dispute between the region, customers and models of the store. The pattern of the three major stores vying for the start of the competition may drive a major change in the home furnishing show.
The 42nd China (Shanghai) International Furniture Fair, built by Red Star Macalline, ended in Shanghai Hongqiao for only two weeks. On September 27, 2018, the home of Beijing International Interior and Design Expo and Intelligent Yunqi Life Festival (hereinafter referred to as "BIHD2018" was unveiled at the New National Exhibition. Yuexing Home signed a contract to host the Foshan Tancun Furniture Fair in March 2019 on September 8.
The three major stores are competing to enter the home furnishing exhibition. Either the exhibition company will be set up independently by the store, or the exhibition will be held in cooperation with professional institutions to end the history of exhibitions organized by professional organizations. The competition for home exhibitions will become more intense.
Geographical dispute
Red Star Macalline, Real Home and Yuexing Home are the three major stores. The most intuitive effect is to break the original balance of the home show and trigger the regional dispute.
“In the past, when talking about home exhibitions, it was nothing more than the three major exhibitions in Guangdong – International Furniture (Dongguan) Exhibition, China (Guangzhou) International Furniture Fair CIFF and Shenzhen International Furniture Fair, and Shanghai Pudong Furniture Fair. The venue was mainly in Guangdong. And Shanghai Pudong, after the three major stores, they will run Beijing, Shanghai Hongqiao and Foshan.†An old homeowner who just flew to Beijing to participate in BIHD2018 exclaimed.
Creating a regional brand is an important goal for the three major home store giants to enter. “I have always been very curious. Beijing is an international metropolis with a broad consumer market. Why is the home market not as good as South China and East China? I think it is because there is a platform for the exhibition.†The actual home exhibition not only realized the chairman Wang Linpeng’s The dream, and broke the shackles of Beijing's no exhibition, greatly boosted the entire home industry in the north.
Beijing, Shanghai and Foshan are the strong sites of the Real Home, Red Star Macalline and Yuexing Home. The three major stores hold home exhibitions at their home stadiums, which inevitably set off the geographical disputes of home exhibitions. In the future, the center of home exhibitions is not only Guangzhou, Shenzhen, Shanghai Pudong, Beijing New National Exhibition, Shanghai Hongqiao and Foshan Tan Village are grabbing attention and becoming the focus of the new exhibition.
Customer dispute
The most fundamental reason for the three major stores to enter the game is to compete for customers. Compared with professional exhibitions, the biggest advantage of the three major stores is that they have huge resources to help customers attract investment.
As a first-line store, Real Home, Red Star Macalline and Yuexing Home hold a large number of merchant resources. Merchants are concentrated around the three major stores through the exhibition, which can greatly improve the conversion rate of customers. At the same time, the three major stores use the national chain. The system helps merchants to attract investment across the country.
The 42nd China (Shanghai) International Furniture Fair, which just came to a close on September 13 two weeks ago, brought together more than 1,200 brands and companies at home and abroad, playing an important role in concentrating dealers' power. “The value and value chain of the dealer is immeasurable.
As the most front-line commercial group in the market, dealers are the most sensitive nerves at the end of the market, and also a bridge between brands and consumers. They are also a solid force for promoting industrial transformation and upgrading. "The founder of Red Star Macalline, Che Jianxin, said that through the exhibition, the most authentic voice of the dealer group can be heard, and in the future, the dealer group will be provided with better and more valuable services.
The BIHD2018, which will be launched in Beijing in Shanghai, is an important position for the home to help dealers explore the national market. “The stores in all regions of the country will be co-located at the BIHD2018 exhibition site. After signing the dealers, the exhibitors can negotiate the location and store the store with the actual home of the corresponding city.†Beijing Real Home Home Chain Group President Wang Ning said.
In the battle for customers who are filled with smoke, some home brands that participated in the exhibitions have already tasted the sweetness. Zhao Dongliang, the top 100 furniture brand manager who just returned from Shanghai Exhibition, said with delight in the interview with the Beijing Business Daily reporter that “the home store exhibition is more effective than other exhibitions. The top 100 furniture newly launched the 'Kunlun' modern During the Shanghai exhibition, the Chinese-style series received great attention. In the downturn of the home industry, customers also came to place orders.
Customer professional is the embodiment of the home store exhibition and other exhibitions. Other exhibitions are from the society, all kinds of brands have, the quality is uneven, the store exhibition is targeted, can enter the three major stores The brand strength is relatively strong, and they further expand to the whole country through the exhibition to promote the development of the home industry.
Pattern dispute
The three major stores have broken through the single model of exhibitions organized by professional organizations in the past. The three major stores not only the institutions within the United Nations, but also cooperate with foreign institutions to explore new models of domestic and foreign integration.
This year's BIHD2018 home will introduce the German Red Dot Design Award, which will present a special exhibition entitled “Avenue to Jane – Aesthetic Design, Life to Life†during the exhibition. In addition to traditional sanitary wares, tile pavilions and smart homes, Yunqi Living Hall, Design and Innovation Pavilion and 3 custom pavilions have been added to the 120,000-square-meter exhibition, which will be guided by “Design + Smart + Customizedâ€. Helping the development of the home building materials industry.
Red Star Macalline created a model for cooperation with the Guangzhou Home Expo. On March 18, 2018, at the 41st China (Guangzhou) International Furniture Fair, Red Star Macalline successfully joined the China Foreign Trade Guangzhou Exhibition Corporation. The two sides not only jointly operated the China National Expo (Shanghai) in September 2018, but will jointly operate the China National Fair (Shanghai) and the China Construction Expo (Shanghai) from 2019.
Yuexing Home is directly invested in the China Expo, becoming the largest shareholder, changing the pattern of previous private exhibitions. Through the efforts of enterprises and government departments, Yuexing Home has taken all the matters of investment promotion and operation to be more professional. In the future, the attitude will create a series of brand exhibitions such as “Furniture Exhibitionâ€, “Building Expo†and “Office Exhibitionâ€.
The pattern of the three major stores vying for the start of the competition will promote a major change in the home furnishing show.
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