We all thought that after the epidemic in 2022, the real economy would usher in retaliatory consumption, but the reality is that there will be as many as 22 million physical stores that will close down in 2023, equivalent to 1/3 of the country's stores. Some people believe that the physical home store has "declined" and will "die". Is this really the case?
In 2023, Shenglia will create a new ecosystem of "Space Metal Haute Couture", which will extend categories around the attributes of space metals and establish a multi-category space product matrix. Over the past year, the Sunley terminal market has continued to expand. More than 400 new investment speeds are added in a year, and the super lineup of millions of large merchants has created a legend of contrarian growth. Since the beginning of 2024, the circle of friends has often been swiped by the opening information of Shenglia store, 540 square meters of Zhejiang Hangzhou flagship store, 510 square meters Zhejiang Jinhua flagship store, 420 square meters Zhejiang Taizhou flagship store, 438 square meters Shanghai Red Star Macalline Home Furnishing Store, 436 square meters Shanghai Yuexing Home Furnishing, 380 square meters Nanchang flagship store, 368 square meters Chongqing flagship store...... A large number of super-large-scale physical stores have landed terminals, which has aroused the "phenomenal" attention of the bathroom industry.
540㎡ Shenglia Zhejiang Hangzhou flagship store
We can't help but think: why is it that at the moment when the real economy is so "cold", big businessmen are willing to invest millions of dollars in Shenglia's "Space & Metal Gaoding" store?
510㎡ Shenglia Zhejiang Jinhua flagship store
In the face of e-commerce "grabbing", what is the real reason why physical stores are unable to parry?
Some people believe that the "neglect" of physical stores is the impact of the rise of the e-commerce economy. It is true that the development of e-commerce has brought a certain impact to the real industry. Now the e-commerce platform has a wide variety of stores and sells a wide range of goods, which can meet any needs of users, even if it is a bathroom product that needs to be installed, you only need to search by keyword, you can also search for a large number of products, shower rooms, toilets, bathroom cabinets, on the other hand, offline physical stores, not only have to spend more time to buy, and may also face the embarrassment of not finding relevant products.
438㎡ Shenglia Shanghai Red Star Macalline Home Furnishing Flagship Store
According to this established line of thinking, to operate a physical store, of course, "there is no doubt about death"! Online and offline competition of similar products and the same style of products, physical stores under huge cost pressure have no advantage at all. However, if you think about the competitive advantage of e-commerce, there are only two points, one is that the product can replace offline products, and the other is that the price advantage is obvious, and the root cause is "homogenization".
Focusing on the "metal" attributes of the product, focusing on the space experience and non-standard customized category characteristics, Shenglia has created a new product matrix of "space and metal high-end" covering many categories such as high-end shower rooms, high-end panoramic doors, high-end balcony cabinets, high-end bathroom cabinets, as well as high-end whole-house niches and floor drains, successfully avoiding online "malicious price comparison" and creating a completely different profit model from other offline stores.
436㎡ Shenglia Shanghai Yuexing Home Furnishing flagship store
In fact, the entry of e-commerce into the "grabbing" also proves from the side that the bathroom industry is not a backward "sunset industry", and there is still a broad market space. What e-commerce can encroach on is only the low-end market that only looks at the "price advantage", and it is still a "pure land" in the high-end market that focuses on quality.
In the environment of product homogeneity, the differentiation of Shenglia will not only not reduce the customer's experience, but will make the customer's preferred part be amplified and specialized, thus generating a higher interest in the brand. The big businessmen who are deeply involved in the market are naturally well versed in this.
What are the "potentials" of the brand that top operation masters value the most?
"Only a big pond can raise big fish". If Shenglia only has differentiated products, but it is a low-end product, it is not profitable, and it is not enough to attract millions of large merchants to invest millions to open large stores. The profits of low-end products simply cannot support the high investment of millions of stores, let alone high returns.
Deeply cultivated in the market for many years, millions of merchants have a complete organizational structure, sales, warehousing and logistics, finance, outstanding marketing planning capabilities, not only retail channels, but also strong channel operation capabilities. However, with the "thunderstorm" of the real estate market, the original engineering channels of the brand merchants have been blocked, and the close retail cannot support the survival of the team, and they are facing the embarrassing situation of "although there is enough room for sales growth, there is no matching product to buy".
The whole line of products of Shenglia is positioned as high-end, focusing on the needs of high-end users, and shaping each product into a benchmark in the industry. For example, its "space metal high-end" shower room adopts BMW automotive-grade tempered glass, 304 stainless steel profiles, gold diamond explosion-proof film, magnetic waterproof sealing strip, and PVD vacuum ion gold plating process, which is further safe than ordinary 3C tempered glass. This configuration, looking at the entire bathroom market, is a top-notch existence.
Differentiated products are superimposed with high profits, and Shenglia's "Space & Metal Gaoding" has opened up a broad "money" scene for the improvement of dealers' profitability, and found a highly matched "outlet" for dealers' strong operational capabilities.
368㎡ Shenglia Chongqing flagship store
If you want to integrate into the high-end circle, it is also difficult to have no service ability
Of course, in the high-end circle, it is not only the quality and perception that are fighting, but also the comprehensive service ability of the brand. With 21 years of deep cultivation in the industry, Shenglia has two digital production bases, and has realized "digital 2.0" automation and assembly line production automation, with a monthly production capacity of more than 100,000 sets, providing dealers with a more time-efficient delivery guarantee.
Not only that, Shenglia has also set up technical service support centers and opened 8 offices across the country to solve various problems encountered by dealers in design, installation, service, training and sales, transform service force into another value-added advantage for dealers, and build a "moat" for dealers to continue to make profits.
Not only for the present, but also for the future
Since 2023, the new concept of "Space and Metal High Definition" has been shouted out, and Shenglia has been deeply cultivating its products, constantly enriching the connotation of "Space and Metal High Definition", and through a year of polishing and precipitation, it has built a complete differentiation system and ecological barriers, and opened up a new track that is different from the traditional track and exclusive to Shenglia in the post-epidemic era.
Breaking through the limitations of shower room products, Shenglia jumped out of the shower space and extended its "tentacles" to bathroom space, laundry room space, balcony space, basement space and other categories, building a cross-media space that can be infinitely extended, solving the pain of traditional bathrooms such as "low unit value" and "few categories". It is believed that with the continuous extension of the spatial territory of Shenglia, there will be more new "species" and new spatial aesthetics that will appear in the ecological matrix of Shenglia.
380㎡ Shenglia Nanchang flagship store
Therefore, millions of businessmen choose Shenglia because they value not only the current profitability of "Space Metal High-end", but also the long-term future. Jumping out of a corner and planning the layout from a higher perspective, Shenglia plans for great development with a large pattern and a large vision, so that the future is full of infinite possibilities.
Differentiated product strength, super profitability, perfect integrated services and wireless promising future have enabled Shenglia to forge a new path with a new strength in the terminal market on the verge of despair, and resolutely rise in the face of adversity.
420㎡ Shenglia Zhejiang Taizhou flagship store
Shenglia's counterattack also proves that it is not that the real economy is not doing badly, but that the market has changed and the times have changed. In the current era, there is no shortage of products, no shortage of markets, and no shortage of people, but there is a lack of a long-term and stable system that brings a group of people together to achieve the benefit ecological cycle of the entire product chain. It is precisely because of the "characteristic" of long-term profitability that Shenglia has become the "chosen son" of millions of merchants.
It is reported that on April 20, in Chongqing, the 8D magic capital, there will be two more Shenglia super stores that will be opened. We will walk into the mountain city and reveal the extraordinary experience of "Space and Metal Haute Couture" on the spot. Stay tuned for follow-up reports!