At present, due to the rising rents of traditional home chain hypermarkets, the sellers force manufacturers and dealers to participate in various promotional activities, resulting in increasing dissatisfaction of the factories and businesses to the stores, and the contradictions between the two sides are constantly escalating. In this context, more and more furniture companies want to get rid of the dependence on hypermarkets, and some companies have even begun to act, choose self-built channels - direct stores. In the past ten years, the real estate market in China has been extremely hot, and the home building materials industry has also experienced explosive growth. In particular, chain home hypermarkets have served as a pioneer in leading the development of the industry. According to statistics, as of the end of last year, there were more than 1,200 large-scale home stores with a total area of ​​more than 10,000 square meters. Most large and medium-sized cities have large-scale home stores. For example, there are more than 50 stores in Guangzhou with more than 10,000 square meters, of which about 600,000 square meters have been added since 2010. In some large and medium-sized cities abroad, the number of large-scale home stores (with an area of ​​more than 10,000 square meters) will not exceed three. The rapid development of domestic home stores completely ignores the market capacity and people's spending power, which can be described as blind development. With the coldening of the furniture market in the past two years, the drawbacks of the oversupply caused by such blind development have been fully revealed, and various problems and contradictions caused by it have begun to erupt. Relevant information shows that in 2011, about 50% of all the large and small stores in the country were in a state of loss, and many stores were biting their teeth in 2011. In 2012, many stores were closed due to overwhelming burdens. For example, the home chain giant Red Star Macalline was closed in Guangzhou. In addition, the international home furnishing giant Depo has also closed its physical stores in China, and has turned to online marketing. Similar news that the store closed or changed, this year is endless. It is difficult for the store to increase the rent, and the market is in a downturn. Some stores are closed. Those remaining stores have to make adjustments and changes in order to survive. Some stores have attracted consumers through image upgrades, such as redecorating, adding central air-conditioning and elevators. Although the shopping environment has improved, this part of the cost is ultimately passed on to manufacturers and merchants, resulting in increased operating costs for manufacturers and merchants. . At the same time, the prices of raw materials, labor and logistics are rising, and the sales volume of products is “the rivers are down”, which directly leads to the serious reduction of the profit margins of manufacturers and merchants. The high cost of opening stores in the store makes it difficult for furniture companies and dealers to continue. “Now a brand store with annual sales of 5 million yuan will occupy more than 1/3 of the light rent. Together with the promotion cost and management cost, if there is no 50% difference between the products sold and the manufactured products, there is no such thing. Money can be earned." A furniture dealer complained, "Where is the boss who is doing business, it has become a job for the store." Jianzhi store is the inevitable choice of manufacturers, high cost, falling profits, and even losses, so that Some dealers have to opt out. For furniture companies, it is inevitable to get rid of hypermarkets to find another way out. Opening a direct store is a good choice. Furniture companies open the direct store with the following advantages: the first is easy to manage, can highlight the brand advantage; the second is directly to the consumer, easy to understand the market changes at any time; the third is conducive to summarizing the store's profit experience, and thus improve the business operation. At present, this channel model has shown a booming trend. Direct-operated stores have high requirements on the financial strength of enterprises, and the investment in opening a store is at least one million yuan.

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