Since joining hands with Alibaba in February 2018, every move of Easyhome has attracted much attention. As Alibaba's first new retail test field in home furnishing stores, the one-stop commercial project jointly created by the two, the Easyhome Experience MALL, also made a stunning debut at the end of April this year.

Official website information shows that the renovated Juranzhijia Lize store (now renamed Juranzhijia Experience MALL) has completed furniture and building materials, fresh food supermarkets, catering cinemas, children's entertainment, digital intelligence, and sports and fitness. and full coverage of large consumer formats such as home care and elderly care.

Wang Linpeng, chairman of Easy Home, said that building a consumer ecosystem around the concept of a big family will be the core of Easy Home’s strategy in the future, and that the Easy Home experience MALL model will be replicated in stores across the country in the future.

As the first model store for Easyhome's transformation from "big home furnishing" to "big consumption", Easyhome Experience MALL has had its own halo since its birth and has been placed high hopes by the industry. Industry insiders analyze that Easyhome, which has been deeply involved in the physical business field for nearly 20 years, is seizing the historical opportunities brought by new retail.

According to the sequel of the story that everyone is looking forward to, Easyhome should successfully catch the new retail express with the capital support and technological empowerment of Alibaba, and live a happy and applauded life from then on.

However, after three months, Yiou Home’s visit and observation found that after the transformation, Easyhome is still troubled by some problems other than customer flow. Whether new retail can truly help Easyhome realize the perfect transformation from "big home" to "big consumption", the answer remains to be tested by time.

The passenger flow of home furnishing stores has declined, and industry giants are actively seeking changes

From the data point of view, it is an indisputable fact that the proportion of sales in the home furnishing store market has declined in recent years. According to public information inquiries, the sales of home furnishing stores in 2014 were approximately 1.20621 billion yuan, a year-on-year decrease of 3.36%;

The sales in 2015 were 1.08491 billion yuan, a year-on-year decrease of 9.98%; and in 2017, the national building materials above designated size Sales of home furnishing stores were 917.37 billion yuan, a year-on-year decrease of 22.6%.

Home furnishing store practitioners are deeply touched by these figures. Many small and medium-sized traditional home furnishing stores said that in the past two years, especially in the first half of this year, they have clearly experienced a gradual decline in store traffic. Even activities during holidays have not been popular. The occupancy rate has declined year by year. Some regional stores are facing shrinkage and relocation. , closure and the dilemma of being acquired by a large company.

Explanation given by industry insiders is that with the rational return of the property market economy and the introduction of a series of real estate policies, the overall household consumption demand of residents has declined.

Coupled with the rise of furniture e-commerce platforms, finely decorated houses, and branded home furnishing companies, home furnishing stores are facing diversion from multiple channels. For consumers, they no longer simply purchase furniture from home furnishing stores. For furniture companies, It no longer relies solely on stores for sales. As a result, store traffic and sales have also declined.

Faced with the current situation of customer traffic loss, in addition to small and medium-sized home furnishing stores feeling anxious, chain home furnishing stores led by Red Star Macalline and Easy Home have also gone through a rapid expansion movement. We have reached the crossroads of innovation and change.

Under the wave of new retail, the two have started a series of layouts, focusing on e-commerce, big data, smart logistics, inclusive finance and other fields, launching a competition with home services as the core.

Take Juran Home as an example. In order to enhance the brand effect and accelerate development efficiency, Juran Home began to build its own logistics for large furniture; it proposed a store opening plan of "thousands of stores in ten years" to accelerate the distribution of channels. Shen, spread from first- and second-tier cities to third-, fourth- and fifth-tier small and medium-sized cities and even small counties; launched the "Slow Food Culture" supermarket Yishijia and unmanned convenience store projects that emphasize on-site experience; acquired the American design software Homestyler, Create your own 3D cloud software "JiRan Designer"...

From physical store chains to online e-commerce platforms, from home retail services to smart logistics, international exhibitions (BIFF), financial services, and vertical forests Urban complex, Easyhome has undergone a major transformation from the home furnishing industry to the entire industry.