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Last year, when Wanjia Lighting decided to replace its home improvement company with self-operated home improvement, some saw it as a misstep. However, just a few days ago, the launch of the home self-support portal for home improvement suggests that the trend of stores venturing into home improvement is gaining momentum. Yet, many consumers and industry veterans are skeptical: Can stores really handle home improvement? Could this multi-channel expansion by home stores raise concerns about monopolies? In response, major home furnishing giants in Beijing, drawing from their own experiences, have expressed confidence in the ability of these stores to manage home improvement projects effectively. They argue that this move is simply another adaptation to competitive market dynamics, akin to the integration of home improvement and home furnishing.
Personalized home improvement varies greatly. "Not every home furnishing store needs to engage in home improvement," noted Jing Ran, General Manager of Wanjia Lighting Decoration City, emphasizing that companies must make strategic decisions based on specific circumstances and market conditions. Using Wanjia Lighting's transition as an example, he explained, "Home improvement is essentially about expanding business. Wanjia Lighting terminated its home improvement company because it couldn’t contribute to the store’s profitability. While both entities offer home improvement services, the motivations behind them differ." He highlighted that finding one’s unique path in market competition remains crucial.
Zhang Junxiong, Executive General Manager of Jiahe Jiamei Furniture Market Co., Ltd., referred to in-store home improvement as a "positive development." He emphasized that offering self-operated home improvement provides consumers with more options while pushing traditional home improvement companies to enhance their service quality. "Whether a store can execute home improvement projects successfully depends on its service standards and management philosophy," he added. "For stores like Wanjia Lighting and Actual Home, prioritizing consumer trust is paramount."
The emergence of multi-industry involvement doesn't equate to monopolization. Once, companies relied solely on one channel to deliver all products and services. Today, with intensified competition, particularly among home furnishing enterprises embracing diverse business models, it seems natural for stores to diversify their offerings. As Wang Linpeng, General Manager of Juran Home, addressed external skepticism, "Juran Home has consistently championed a one-stop service approach. We’ve expanded by opening hardware and paint supermarkets, as well as soft furnishings areas, catering to both high-end and mid-range customers. Introducing self-operated home improvement simply broadens consumer choice." He dismissed claims of oligopoly, asserting that in-store home improvement fosters fair competition between the store and external home improvement companies, creating a mutually beneficial dynamic to elevate the industry.
Zhao Jianguo, President of Jimei Home Furnishing Group, strongly endorses the expansion of self-operated home furnishing services. He believes that any brand aiming to establish itself regionally must utilize multiple distribution channels. "A brand’s reputation should match its ambitions," he stated. "With Jimei’s nationwide presence, its brand strength supports further channel development."
Adaptation is key to seizing opportunities. Success stories in home furnishing or home improvement integration underscore the importance of adapting to change. Zhang Junxiong illustrated this with Jiahe Jiamei’s transformation in Maliandao. Realizing that local cultural and historical factors weren’t conducive to furniture retail, they pivoted to tea business.
Industry insiders note that long-term success demands comprehensive resources and tailored marketing strategies across different channels. Each channel attracts distinct customer groups, and no single product can dominate the market. Brands that fail prematurely in new ventures often overlook adaptability. Hence, businesses thrive when they focus on flexibility, not rigidity or mimicry.