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fny5jt9 发表于 2024-8-19 22:09:05

Homedepot | 家得宝的中国往事

    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a9ac53235b6445f6aa3598474d6a04d7~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=DCHlTVBiVTJ9nQrXEif%2BuBsGqw4%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">作者：朝花夕拾 </span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">本文首发于公众号：工具严选工作室</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">全世界</span>范围内，瞄准中国这个庞大的五金建材市场的远远不止</span><strong style="color: blue;"><span style="color: black;">Homedepot（家得宝）。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">B&amp;Q百安居，</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">OBI欧倍德，</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">LEROY MERLIN乐华梅兰，</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">IKEA 宜家，等 </span></strong><span style="color: black;">这些<span style="color: black;">全世界</span>顶级建材超市玩家早在</span><strong style="color: blue;"><span style="color: black;">20年前</span></strong><span style="color: black;">就<span style="color: black;">起始</span>布局中国，</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">时间不可谓不早，战略不可谓<span style="color: black;">无</span>眼光，资金不可谓不强大，阵容不可谓不<span style="color: black;">豪气</span>，并且在往后的数年内还间接的培养出了</span><strong style="color: blue;"><span style="color: black;">好美家、东方家园、华美乐、家福特</span></strong><span style="color: black;">等中国本土名震一时的大建材超市 。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">英国B&amp;Q-百安居</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">隶属于英国Kingfisher翠峰集团，为欧洲<span style="color: black;">第1</span>大建材超市集团</span></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/139f40aedcab4ba6a68e6e72fe5d60aa~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=BuRzB2PDHQBvcL3sY8al1bbtJtk%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">法国 Lery Merlin-乐华梅兰</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">隶属于ADEO 安达屋集团，为欧洲第二大建材超市</span></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/47757bd5662a4a7e9b14f60673abdfed~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=Ty%2B3ZNOa1hb4Dce9fL2LoRqWfsY%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">德国OBI-欧倍德</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/78da1c07e2cb48058fb9e0c7f0018e2f~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=fhUbX2Jfl1QuvAHVIns8tEIoI0w%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">瑞典-IKEA 宜家</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/ed60a7982fc94d5a9537ef114c5da6ed~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=3oB%2FakXVL%2FK5uNjPnqgjQJg0OMc%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">然而这些建材超市在中国大规模投资潮大约<span style="color: black;">亦</span>就<span style="color: black;">连续</span>了五年时间的光辉岁月，</span></strong><span style="color: black;">2005年百安居收购了欧倍德在中国的<span style="color: black;">所有</span>13家门店，在<span style="color: black;">全世界</span><span style="color: black;">持有</span>476家连锁店的OBI欧倍德，从2000年在中国无锡<span style="color: black;">第1</span>家门店开业，到2005年<span style="color: black;">所有</span>退出中国市场，仅五年时间；</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">差不多<span style="color: black;">同期</span>，中国本土的建材超市<span style="color: black;">亦</span>是惨淡经营，相继倒闭；<span style="color: black;">而后</span>2012年美国家得宝<span style="color: black;">一晚上</span>之间关闭在中国的所有七家大型家居建材超市门店. 而还在苦苦支撑的连续亏损8年的百安居中国，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">最后</span>以14亿-70%的的股权卖给了中国物美集团，自此国外建材超市进军中国之路，几乎完败。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">就<span style="color: black;">这般</span>，欧美式大型建材超市进入中国20年，不仅没能<span style="color: black;">作为</span>中国五金建材<span style="color: black;">制品</span><span style="color: black;">营销</span>的<span style="color: black;">重点</span><span style="color: black;">途径</span>，到<span style="color: black;">日前</span>为止，瓷砖，家具，家居方面，建材超市<span style="color: black;">途径</span>的<span style="color: black;">营销</span>比例在中国大约<span style="color: black;">便是</span>8-10%上下。五金工具等机电工具<span style="color: black;">制品</span><span style="color: black;">更加是</span>连1%都不到.</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">接下来<span style="color: black;">咱们</span>以家得宝为例子，试图从<span style="color: black;">区别</span>的维度分析下中国与欧美等建材市场<span style="color: black;">途径</span>到底有何<span style="color: black;">区别</span>？</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/51b3ae750615453a9f56c1e532120862~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=sfhdzCy0Efl%2FKH3OoGcJfhiyFgQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Homedepot 家得宝的成长史</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">家得宝创立于1978年，由Bernard Marcus，Arthur Blank，Ron Brill和Pat Farrah<span style="color: black;">一起</span>创办，他</span><strong style="color: blue;"><span style="color: black;">们的初衷<span style="color: black;">便是</span>主张<span style="color: black;">创立</span>大型家庭改造超市</span></strong><span style="color: black;">，<span style="color: black;">引起</span>了家得宝最初<span style="color: black;">创立</span>的基因是以DIY概念起家的仓储式家居建材用品零售商，<span style="color: black;">制品</span>覆盖全品类建材范围，<span style="color: black;">例如</span>各类建筑用的材料，室内户外照明<span style="color: black;">制品</span>，厨房卫浴<span style="color: black;">制品</span>，五金机电<span style="color: black;">制品</span>，家居<span style="color: black;">制品</span>，<span style="color: black;">亦</span>是说<span style="color: black;">咱们</span>要在五金市场，建材市场<span style="color: black;">才可</span>买到东西，在家得宝都有。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">日前</span>，家得宝已<span style="color: black;">作为</span><span style="color: black;">全世界</span>最大的建材家居零售企业，美国的 “家居货栈”。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">简单说吧，衣食住行这四个字里，凡是跟猪沾边的，它都卖。</span></strong><span style="color: black;">一栋普通的美国房子，从木头架搭建<span style="color: black;">起始</span>，直到精装修完成，所<span style="color: black;">必须</span>的所有东西，<span style="color: black;">包含</span>材料、工具、耗材、家电、花花草草...基本都能在Home Depot 买到，<span style="color: black;">况且</span>是任何一家门店都<span style="color: black;">能够</span>。更厉害的是，它不仅卖盖房子装修房子所<span style="color: black;">必须</span>的东西，它还卖<span style="color: black;">守护</span>房子所<span style="color: black;">必须</span>的东西。就跟买车<span style="color: black;">同样</span>，不是一次性买回来就完了，</span><strong style="color: blue;"><span style="color: black;">后面的保养<span style="color: black;">守护</span>才是大头。</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/c4333625d7384e5a8bc9bc40286ca5f5~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=8RnuiV2S%2F0un0pnEcPxRdacfPoc%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">非常多</span>普通美国人渡周末的方式，可能<span style="color: black;">便是</span>去一趟 Home Depot。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">后院的栅栏<span style="color: black;">已然</span>掉色了，得买点油漆刷一刷；前院割草机<span style="color: black;">欠好</span>用了，想换个新的；除草剂和化肥<span style="color: black;">亦</span>得买点了，房子<span style="color: black;">周边</span>的花花草草长势<span style="color: black;">好似</span>不太好；厨房的去油污喷剂没了；洗衣间的洗衣球<span style="color: black;">亦</span>没了；还想把儿子女儿新发过来的照片挂在墙上，缺个相框和钉子；车库里汽车有点漏机油，想买点去污剂把车库地板上漏的机油打扫一下；后院Deck 上液化气烧烤炉没气了，得拿旧煤气罐去换个新的回来；木工房里的电锯的锯片<span style="color: black;">已然</span>钝了，得去买片新的；听说<span style="color: black;">近期</span>谷歌的 Nest 智能空调<span style="color: black;">掌控</span>器更新换代了，想去<span style="color: black;">瞧瞧</span><span style="color: black;">实质</span>是什么样的。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">所有这些，一趟家得宝就能<span style="color: black;">处理</span>。这<span style="color: black;">亦</span>是家得宝的核心竞争力之一，<span style="color: black;">便是</span>它<span style="color: black;">能够</span>一站式<span style="color: black;">处理</span>这些购物需求。</span></strong><span style="color: black;"><span style="color: black;">不消</span>先去这个店再去那个店，跑东跑西大半天<span style="color: black;">才可</span>弄完。<span style="color: black;">况且</span>你来都来了，可能有些东西别的<span style="color: black;">地区</span><span style="color: black;">亦</span>能买，但顺个手就一趟买完了，<span style="color: black;">例如</span>洗衣粉、卫生纸什么的。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">为了达到这个一站式购物的效果，这些店面的面积都非常惊人，</span><strong style="color: blue;"><span style="color: black;">每一家店面<span style="color: black;">最少</span>在一万平米以上，还得配上停车场。大卖场旁边是温室，卖花草，再外边是一堆堆的草料、化肥之类的。</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/e3ea331126e64061af0d85e034f473c9~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=QEDF3OcvK3ezVWbXCIeAVvBmPx0%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">从1978年成立之初到2000年，是家得宝发展迅猛的成<span style="color: black;">长时间</span>，资料<span style="color: black;">表示</span>，<span style="color: black;">时期</span>家得宝的收入年化增速达到30%以上，1995-2000年之间，门店数量平均每年增长140家，不难判断，营业收入扩张很大程度上依赖于门店数量的扩张。<span style="color: black;">这里</span><span style="color: black;">时期</span>，家得宝于1981年成功登陆了纳斯达克交易所，并且仅仅用不到10年的时间，</span><strong style="color: blue;"><span style="color: black;">在1989年超越当时有37年历史的劳氏(Lowe’s)，<span style="color: black;">作为</span>美国最大的家居建材超市。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">十年前，<span style="color: black;">倘若</span>想买<span style="color: black;">此刻</span>家得宝卖的这些东西，</span><strong style="color: blue;"><span style="color: black;">大<span style="color: black;">都数</span>人会去那时候如日中天的Sears西尔斯。</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/01ed7f2a990848b0b977eadbd71b3dc2~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=cF4ygXJgPc3OA1cqmh8B4ie1Hu4%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">那时候的Sears西尔斯就像是<span style="color: black;">咱们</span>的国营百货大楼，差不多每一个人口密集的市镇都会有一个，想买什么东西，<span style="color: black;">不消</span>想，都去西尔斯。</span><strong style="color: blue;"><span style="color: black;">后来随着西尔斯的<span style="color: black;">衰破</span>，它的庞大市场被瓜分，<span style="color: black;">例如</span>家电被百思买抢占，而家居则被家得宝抢占。</span></strong><span style="color: black;">对西尔斯有兴趣的<span style="color: black;">朋友</span><span style="color: black;">能够</span>参考前面写的<span style="color: black;">文案</span> “</span><strong style="color: blue;"><span style="color: black;">美国手工具百年简史 之 CRAFTSMAN品牌的工匠传承</span></strong><span style="color: black;">”</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">截止今天，家得宝的门店遍布美国，加拿大和墨西哥等地区，</span><strong style="color: blue;"><span style="color: black;">总数达到了2200多家</span></strong><span style="color: black;">，家得宝不仅<span style="color: black;">营销</span>各类市场主流的品牌，</span><strong style="color: blue;"><span style="color: black;">还<span style="color: black;">持有</span>众多的属于自己的自主品牌，用<span style="color: black;">自己</span>的供应链<span style="color: black;">优良</span>与品牌的<span style="color: black;">优良</span>，将利润达到了最大化。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">家得宝<span style="color: black;">重点</span>自有品牌<span style="color: black;">包含</span>：</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">HamptonBay（照明、吊扇与天井家居）</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/66f89d1928f9406dbc0bf35be7d833fa~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=U6WKfFVeb%2B5bM%2F7f8DvR1MOCmP0%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Pegasus（厨具与浴具）</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/a0089f1b2af241b79a9b0df0a51d968d~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=N0A3SOk%2BqBBR2kS8OUAnqm8siWY%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Glacier Bay（水龙头与浴缸）</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8dfbd57ed7b7446389db8cc45c1f43de~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=04Mud7dj%2BXhYooOgKE%2FCW287aYE%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Husky（五金工具）</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/557afee2208e409aacb1e2f4594a1526~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=0y8z%2FBngHQheWo57EwWeZ8W27%2Bg%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Vigoro（肥料）</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/2c84cbcd8082457b86e95bc214c0ff09~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=X53accOZfAPjWL2108MLFZQheCE%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Ralph Lauren paint（油漆）</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/2d137839d4e1416f98fa732e6903ff5c~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=eJ79cNvYMHGwDdEO%2BWiDrIm0Eq4%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">在中国，无数的工厂在给Homedepot家得宝代工OEM，给，在家得宝超市<span style="color: black;">营销</span>的其他品牌代工，家得宝直接<span style="color: black;">或</span>间接给中国的经济的三驾马车之一的外贸<span style="color: black;">供给</span>了数百亿的美元的支持. 不夸张的说<span style="color: black;">不仅</span>是在美国，</span><strong style="color: blue;"><span style="color: black;">在中国就<span style="color: black;">有没有</span>数的工厂，老板，家庭的生计均依附在这个零售巨头之下.</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/f500b7df6cbd4cd5a2952726e575f680~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=zPflNbB0fuh5Uy1pCTDQpSnsoc0%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">家得宝<span style="color: black;">为何</span>会在美国这么成功？</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">仓储式商场</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">家得宝是<span style="color: black;">第1</span>家将仓储式超市运营模式应用至家具建材零售业的<span style="color: black;">机构</span>，是一个带有批发性质的零售商。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">机构</span>向制造商直接进货，省去了分销商和批发商的中间成本；门店面积超大，单次进货数量庞大，因而能<span style="color: black;">得到</span>更大折扣。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">在零售端，家得宝压低加价率，以向消费者<span style="color: black;">供给</span>价格<span style="color: black;">优惠</span>的家居<span style="color: black;">制品</span>。这种模式的核心在于多买多销，抢占竞争对手市场份额，<span style="color: black;">同期</span>以数量<span style="color: black;">优良</span><span style="color: black;">加强</span>营业收入和净利润。</span><strong style="color: blue;"><span style="color: black;">当时行业平均毛利率为40%，家得宝为27%.</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">27%的毛利率是家得宝的战略设定，</span></strong><span style="color: black;">在如此低的毛利率下，家得宝的场地租金和装修等固定成本<span style="color: black;">必须</span>严格<span style="color: black;">掌控</span>。而“仓储式门店”的性质恰好<span style="color: black;">处理</span>了这一问题。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">家得宝当时有一句名言叫“堆得高，卖得俏”。</span></strong><span style="color: black;">他的购物现场感觉粗犷，商品堆到天花板，<span style="color: black;">全部</span>场地从来<span style="color: black;">不消</span>整齐规划，和旧仓库看起来并无分别。这种装修方式不仅让顾客满意，还省去了大面积的装修<span style="color: black;">花费</span>。<span style="color: black;">另外</span>，家得宝的门店多建在远离市中心的郊区地带，降低了租金成本。</span></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/b5be41cabc4e48d79cfa9fcb9026a026~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=x3ddHHY0EtYvtsUH%2FTDDaPpnPuA%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">全世界</span>采购造就超低价格</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2002年家得宝就在上海和深圳设立了两个采购中心</span></strong><span style="color: black;">，2005年又在成都和北京<span style="color: black;">增多</span>了两个采购中心。其实远远不止如此，在美国本土还有非常多的进口商在给家得宝做采购服务。家得宝<span style="color: black;">一样</span>受益于在家得宝超市售卖的<span style="color: black;">哪些</span><span style="color: black;">商场</span>伙伴品牌<span style="color: black;">制品</span>的成功，</span><strong style="color: blue;"><span style="color: black;">而其中的大部分品牌或<span style="color: black;">制品</span><span style="color: black;">一样</span>源自中国制造.</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">因为</span>门店众多形<span style="color: black;">成为了</span>超快的售卖速度，<span style="color: black;">机构</span>的采购数量<span style="color: black;">通常</span>都是超大规模，</span><strong style="color: blue;"><span style="color: black;">使其对上游供应商<span style="color: black;">拥有</span>极强的议价能力，使其商品享有更大的降价空间。</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/da84056e35e14d43abef06092171ed43~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=HUkF23URsQsDaXl9xH5hbV4p6ks%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">DIY-DIFM贴合市场需求的<span style="color: black;">商场</span>模式</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">北美人民对自己动手，真的有着<span style="color: black;">剧烈</span>的自信和执念。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">家得宝初期模式是<span style="color: black;">供给</span><span style="color: black;">制品</span>及<span style="color: black;">指点</span>，由消费者<span style="color: black;">自动</span>装修，即DIY</span></strong><span style="color: black;">，这和国内盛行的装修<span style="color: black;">机构</span>包办方式截然<span style="color: black;">区别</span>。DIY流行起因是美国劳动力成本的<span style="color: black;">提高</span>，<span style="color: black;">引起</span>人工成本比材料成本更高。恰逢电视系列节目HomeImprovement的普及，DIY理念一发不可收拾。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">在2000年以前，家得宝依靠其倡导的DIY理念<span style="color: black;">快速</span>发展。<span style="color: black;">机构</span>招募了一大批技术精良、训练有素的水管工，电工以及<span style="color: black;">持有</span><span style="color: black;">各样</span>技术的能人好手，<span style="color: black;">她们</span>在为消费者<span style="color: black;">供给</span>咨询服务方面<span style="color: black;">保准</span>了专业的<span style="color: black;">指点</span>。</span><strong style="color: blue;"><span style="color: black;">家得宝的名字频繁出<span style="color: black;">此刻</span>自助装修工具书、杂志及电视节目上，美国人只要一想起家居装修就会想到家得宝，就会到当地家得宝店买<span style="color: black;">制品</span>。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">2000年前后，美国家居零售市场<span style="color: black;">出现</span>了<span style="color: black;">很强</span>的变化，</span><strong style="color: blue;"><span style="color: black;">美国人已<span style="color: black;">不仅</span>热衷于DIY</span></strong><span style="color: black;">，</span><strong style="color: blue;"><span style="color: black;">市场需求<span style="color: black;">显现</span>多元化。</span></strong><span style="color: black;">居民可<span style="color: black;">安排</span>收入增长，令<span style="color: black;">更加多</span>人宁愿花钱请专业工人装修；越来越多的女性参与到家庭装修的决策，她们对费力的DIY装修材料不感兴趣；<span style="color: black;">有些</span>专业客户日渐不满足于家得宝现有的商品和服务。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">面对市场需求的变化，家得宝改变了单一的DIY商品<span style="color: black;">营销</span>和配套<span style="color: black;">指点</span>服务，将顾客进一步细分为三种类型：</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第1</span>种是“自己做” (Do-It-Yourself、D-I-Y)。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">这种类型的顾客多属于传统型的美国男人，<span style="color: black;">爱好</span>自己买东西完成自己手头的工作。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">针对</span>这部分顾客<span style="color: black;">来讲</span>，家得宝会为其<span style="color: black;">供给</span><span style="color: black;">各样</span>各样的<span style="color: black;">意见</span>，以教会顾客怎么做为主。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第二种是“帮我做”(Do-It-For-Me、D-I-F-M)。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">该类型的顾客以高档公寓房客户、生活节奏快的白领人士和城市时尚消费群体，以女性为主，<span style="color: black;">她们</span>总是自己买东西并请其他服务<span style="color: black;">机构</span>完成自己手头的工作。</span><strong style="color: blue;"><span style="color: black;">对这部分顾客，家得宝将直接<span style="color: black;">经过</span>服务人员或是<span style="color: black;">尤其</span>设置的连锁高端家庭装饰及用具商店EXPO设计中心为其<span style="color: black;">供给</span>服务。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第三种是专业承包商(ProfessionalCustomers、Pro)。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">该类顾客<span style="color: black;">常常</span>本身<span style="color: black;">便是</span>建筑工、维修工或供应商。<span style="color: black;">营销</span>服务内容和普通零售店有差异，可<span style="color: black;">以避免</span>费送货、预定、信贷，<span style="color: black;">况且</span>会有相当多<span style="color: black;">制品</span>数量的采购<span style="color: black;">选取</span>。</span><strong style="color: blue;"><span style="color: black;">对大型供应商，家得宝还专门设立了新型连锁店HDSupply<span style="color: black;">供给</span><span style="color: black;">制品</span>和服务。</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/414edd683f034ac69be93c2518223b63~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=vl%2F0VuEcbkV%2BENhuwLLmZAfzxC8%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">持续</span>推出新的<span style="color: black;">制品</span>，新的模式组合</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">传统建材家居行业有着成熟的核心<span style="color: black;">制品</span>品类，为了寻求营收增长新动力，家得宝<span style="color: black;">持续</span>更新和扩充核心品类的品种，<span style="color: black;">乃至</span>引进超越核心品类的<span style="color: black;">制品</span>。<span style="color: black;">例如</span>，<span style="color: black;">按照</span>女性顾客在消费频率中<span style="color: black;">增多</span>的特点，引进了家居装饰<span style="color: black;">制品</span>，<span style="color: black;">按照</span>家电<span style="color: black;">营销</span>渐旺的特点，<span style="color: black;">海量</span>引进高科技含量的厨房家电。</span><strong style="color: blue;"><span style="color: black;">家电本来是建材家居业的边缘<span style="color: black;">制品</span>，但家得宝<span style="color: black;">此刻</span><span style="color: black;">已然</span><span style="color: black;">作为</span>了美国第三<span style="color: black;">大众</span>电零售商。这种策略让家得宝在每一季度都能寻找到业绩增长的突破口。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">为了弥补<span style="color: black;">机构</span>非传统核心品类商品上采购和<span style="color: black;">营销</span>经验不足的劣势，家得宝充分发挥大企业资源丰富的<span style="color: black;">优良</span>。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">一是兼并收购在专业建筑商务<span style="color: black;">行业</span>重要的供应商，</span></strong><span style="color: black;">使其<span style="color: black;">作为</span>家得宝供应链中的一部分，并<span style="color: black;">经过</span>这种方式扩大<span style="color: black;">机构</span>的<span style="color: black;">制品</span>线，进军新的市场，<span style="color: black;">加强</span><span style="color: black;">机构</span>专业<span style="color: black;">途径</span>的采购能力。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">二是积极同大品牌供应商联合，充分利用供应商的<span style="color: black;">优良</span>。</span></strong><span style="color: black;">例如，随着家用电器在门店中的<span style="color: black;">营销</span><span style="color: black;">起始</span><span style="color: black;">提升</span>，家得宝同LG<span style="color: black;">机构</span>全面战略合作，在其美国所有门店和网站上<span style="color: black;">营销</span>LG的商品，<span style="color: black;">包含</span>洗衣机、冰箱、洗碗机、空调、微波炉和微波灶具。</span></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/73b54767adc14247988c60fc9a1d378e~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=e3OGBlRY3cvnfFJijx8hpNuaaQQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">物流升级</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">自从2000年<span style="color: black;">败兴</span>，家得宝就<span style="color: black;">尤其</span><span style="color: black;">注重</span>物流与配送效率的<span style="color: black;">加强</span>，在这方面做了<span style="color: black;">连续</span>的投资</span></strong><span style="color: black;">。<span style="color: black;">截止</span>2016年末，家得宝在北美运作有30处批发配送中心（BDC），18处快速调动中心（RDC），12处专业配送中心和5处直接配送中心（DFC）。2007年，家得宝<span style="color: black;">起始</span>建设快速调动中心配送中心（RDC），这种配送仓库可将多个商店的<span style="color: black;">制品</span>需求聚合到单个采购订单，在商品到达RDC时将其快速分配和运送到各个商店。</span><strong style="color: blue;"><span style="color: black;">这简化了订购流程，改进了运输和库存管理，大大减少从供应商到货架的平均交货时间。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">2013年，为<span style="color: black;">加强</span>网上订单的配送效率，<span style="color: black;">机构</span><span style="color: black;">创立</span><span style="color: black;">第1</span>家直接配送中心仓库（DFC），2016年已到达五家，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">保准</span><span style="color: black;">机构</span>能够在2天之内将<span style="color: black;">制品</span>运送到90％以上的美国家庭。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">2007年，家得宝大<span style="color: black;">大概</span>40%的<span style="color: black;">制品</span><span style="color: black;">是由于</span>配送中心配送，剩下的则是由供应商直接运到零售门店。为了减少<span style="color: black;">机构</span>的物流<span style="color: black;">花费</span>，家得宝逐年降低从供应商直接送货至门店的商品比例。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2013年<span style="color: black;">机构</span><span style="color: black;">经过</span>自有供应链配送的比例<span style="color: black;">已然</span><span style="color: black;">提升</span>至95%</span></strong><span style="color: black;">。在2C端，家得宝有效利用其2,200多家门店，<span style="color: black;">机构</span>将美国划分为9大区域，接到订单后，<span style="color: black;">安排</span>相应区域有库存的门店发送和运输商品。这<span style="color: black;">能够</span>大大减少交付的总天数</span></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/77b3b7e7c0014f0b8d1d79185bc27dd3~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=lDIvJBRXv1gGrI9NjcwdDs3xHwg%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8afa28b09c57420ab51f9e8756d83ff2~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=5cdHdoQayRFtSmcmf4%2FaJci3AzY%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Homedepot <span style="color: black;">商场</span>成功的前提</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">这种<span style="color: black;">商场</span>模式的成功<span style="color: black;">最少</span>有三个前提<span style="color: black;">要求</span>，缺一不可：</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第1</span>，消费者<span style="color: black;">广泛</span>自己开车。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">哪怕是有些美国城市公共交通还算发达，<span style="color: black;">能够</span>乘坐公共交通去家得宝。<span style="color: black;">然则</span>事实上，大<span style="color: black;">都数</span>时候都<span style="color: black;">必要</span>得开车去。</span><strong style="color: blue;"><span style="color: black;">虽然你不<span style="color: black;">必定</span>买多大件的东西，<span style="color: black;">然则</span>大<span style="color: black;">都数</span>时候公共交通是<span style="color: black;">处理</span>不了的。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">例如</span>周末想刷墙，两桶漆、一个长柄滚筒、几把刷子、一大片帆布，这些东西，自己开车去家得宝，哪怕不是大皮卡大 SUV，普通车基本都能应付。<span style="color: black;">然则</span>你要是坐公交坐<span style="color: black;">轻轨</span>去买这些东西，先不说能<span style="color: black;">不可</span>过安检，就算能过安检，叮叮当当这么一堆东西，又长又沉，一个人几乎不可能坐公共交通带回家。</span></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a62fd90be88f4a3a8dc12510760b91e0~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=%2FOnEJv2mmE8%2Bay0r5m1z3Uq4YnM%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第二，消费者<span style="color: black;">广泛</span>有大房子。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">这条决定的这种<span style="color: black;">商场</span>模式贩卖的商品是刚性需求。</span></strong><span style="color: black;">要是大<span style="color: black;">都数</span>人都住在鸽子笼般的房子里，那这种<span style="color: black;">商场</span>模式的市场不大。与之相对应的，2015 年，美国新建住宅的平均面积是 250 平方米。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">亦</span>许你会说，那是<span style="color: black;">由于</span><span style="color: black;">非常多</span>豪宅把平均数拉高了，我和马云的财富一平均，我<span style="color: black;">亦</span>平均成富豪了。那<span style="color: black;">咱们</span>再<span style="color: black;">瞧瞧</span>中间值，中间值是 230 平方米，<span style="color: black;">亦</span><span style="color: black;">便是</span>说，有一半房子的面积都大于 230 平方米。</span><strong style="color: blue;"><span style="color: black;">按人均计算，全美一个人的住房面积平均大约是 90 平方米。这么大的房子，得<span style="color: black;">必须</span>多少东西，得<span style="color: black;">必须</span>多少<span style="color: black;">守护</span>。</span></strong><span style="color: black;">不算水电煤，<span style="color: black;">通常</span>房子<span style="color: black;">守护</span>要花的钱，大概是每年每呎一美金。<span style="color: black;">例如</span>你住一个 2467 呎的房子，你一年得准备 2400 刀<span style="color: black;">上下</span>花在房子上。并不是说每年都是花 2400，而是长期来统计，平均是 2400，你今年没咋花钱，<span style="color: black;">然则</span>明年房顶漏了，一下子就花了 7000，后年又得换中央热水器.</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">平均下来，一年就得 2400<span style="color: black;">上下</span>。要花钱的<span style="color: black;">地区</span>太多太多了。而这些花出去的钱，好些都去了家得宝的营业额了。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第三，消费者<span style="color: black;">广泛</span>爱自己动手。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第三条是最最至关重要的，<span style="color: black;">况且</span>是决定性的。</span></strong><span style="color: black;"><span style="color: black;">倘若</span>这一条满足，前面两条其实是<span style="color: black;">能够</span>克服困难硬上的。房子小<span style="color: black;">亦</span>不耽误自己爱折腾，没车<span style="color: black;">能够</span>租车，但<span style="color: black;">倘若</span>爱动手这一条不满足，<span style="color: black;">那样</span>哪怕<span style="color: black;">广泛</span>人人开车，<span style="color: black;">广泛</span>有大房子，家得宝这种生意<span style="color: black;">亦</span>做不下去。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">因此</span>事实上，在不怎么爱动手的国家和地区，<span style="color: black;">不仅</span>是中国，欧洲部分地区，亚洲日本，韩国<span style="color: black;">亦</span>不太适合家得宝。直到今天，家得宝<span style="color: black;">亦</span>只是在北美<span style="color: black;">叫作</span>王<span style="color: black;">叫作</span>霸，没法染指北美以外的市场。</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/15b1fb20334649c49dd8df7b50d3aab2~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=dmBKX2WTPoe5R%2FPE4cN4Frgaup4%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">家得宝的压力</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">坦白说，家得宝在北美市场实体<span style="color: black;">途径</span><span style="color: black;">亦</span><span style="color: black;">不可</span>说<span style="color: black;">无</span>对手，但基本<span style="color: black;">日前</span>还不<span style="color: black;">形成</span>压力，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">例如</span>家得宝的<span style="color: black;">重点</span>竞争对手 Lowes，MENARDS, NORTHERN 等， 工具卖场有Harbor Freight Tools, 五金店ACE HARDWARE， 在加拿大还有加拿大本土的 RONA。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">这几家<span style="color: black;">机构</span>的<span style="color: black;">商场</span>模式基本类似。在<span style="color: black;">全部</span>美国市场，最大的一部分市场<span style="color: black;">便是</span>被家得宝和这几家瓜分了，但基本上家得宝能压过所有人一头。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">家得宝最大的竞争对手来自于线上。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">金融<span style="color: black;">危险</span>后美国电子商务发展迅猛。<span style="color: black;">按照</span>eMarketer和ForresterResearch的统计，2</span><strong style="color: blue;"><span style="color: black;">012-2016年美国家居和家庭用品电子商务市场规模保持15%<span style="color: black;">上下</span>的增速。电商巨头亚马逊成长更加惊人，营业收入从2010年的342亿美元<span style="color: black;">提升</span>至2016年的1360亿美元。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">2020年亚马逊老板贝索斯继续蝉联世界<span style="color: black;">巨豪</span>，资产1140亿美元；<span style="color: black;">乃至</span>其前妻麦肯齐<span style="color: black;">亦</span>排名第十五，以资产361亿美元跻身世界顶级富人之列。</span><strong style="color: blue;"><span style="color: black;">这对前夫妇的总资产共计1501亿美金。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">在亚马逊对零售市场的侵蚀下，美国实体零售门店近年倒闭、关店频传，户外用品<span style="color: black;">途径</span>与青少年服饰<span style="color: black;">途径</span>是重灾区，建材家居零售行业的景气度<span style="color: black;">亦</span>遭遇挑战。<span style="color: black;">日前</span>比较家得宝和亚马逊<span style="color: black;">制品</span>品类，有25%<span style="color: black;">显现</span>了重叠，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">便是</span>说，家得宝25%的<span style="color: black;">制品</span>直接与亚马逊展开竞争，并且这一比例还会继续扩大。</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/b6a471abdd5e4e31a59b3c3373a4a2fb~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=P%2ByuGgDzP2j1B7GXwR2Q8%2FqhHtA%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">虽然<span style="color: black;">咱们</span><span style="color: black;">能够</span>把电商的崛起看做是家得宝<span style="color: black;">长时间</span>的威胁，短期看并不会对家得宝有大的影响，<span style="color: black;">例如</span>买车库地板去污剂、买相框和钉子、买除草剂化肥，可能网购<span style="color: black;">亦</span>能<span style="color: black;">处理</span>，<span style="color: black;">然则</span><span style="color: black;">非常多</span>人<span style="color: black;">仅有</span>周末有时间整这些，这就<span style="color: black;">寓意</span>着你得提前计划好，提前下单，<span style="color: black;">才可</span>在周末收到。万一忘了提前下单那就懵了。而去家得宝，开上车，最多半小时就到了，买了就回家开工了，非常方便。<span style="color: black;">或</span>周五<span style="color: black;">夜晚</span>吃完饭，没啥事开上车就买回家来了，正好周六开整。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">还有一点<span style="color: black;">便是</span><span style="color: black;">非常多</span>耗材，五金工具什么的，普通消费者可能不太<span style="color: black;">熟练</span>，<span style="color: black;">例如</span>橱柜门的弹簧铰链有两种<span style="color: black;">平常</span>尺寸，<span style="color: black;">区别</span>种类的地板清洗剂怎么个用法。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">此时</span>候在网上买，只能看<span style="color: black;">照片</span>看介绍，容易买错，虽然能退还，但还是耽误时间耽误事儿。拿不准的，不如直接去家得宝店里<span style="color: black;">瞧瞧</span>真货，问问店员，<span style="color: black;">不易</span>买错。</span></strong><span style="color: black;">还<span style="color: black;">例如</span>说，请了油漆工<span style="color: black;">或</span>水电工来家里干活，<span style="color: black;">忽然</span>刷子断了，<span style="color: black;">或</span>忘带某件工具了，<span style="color: black;">通常</span>工人师傅都会立刻掏出手机，查查<span style="color: black;">近期</span>的家得宝在哪里，开车去买回来，不耽误干活。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">再<span style="color: black;">例如</span>说，你想要整修厨房，<span style="color: black;">必须</span>上下水管道、电线、插座、排风管，<span style="color: black;">必须</span>橱柜、台面、水盆，<span style="color: black;">必须</span>炉子、抽油烟机，<span style="color: black;">必须</span>冰箱、烤箱，可能还<span style="color: black;">必须</span>瓷砖、水泥、黄砂。</span><strong style="color: blue;"><span style="color: black;">所有这些，你当然<span style="color: black;">一样</span><span style="color: black;">能够</span>去网上采购，<span style="color: black;">然则</span>家得宝这种店<span style="color: black;">能够</span>让你一次就采购完成。</span></strong><span style="color: black;">电商不可能一家店铺就会有所有的东西，即使都买齐了，陆<span style="color: black;">持续</span>续的到货，还会<span style="color: black;">由于</span><span style="color: black;">各样</span><span style="color: black;">原由</span>可能会陆<span style="color: black;">持续</span>续的退货. 而你去家得宝<span style="color: black;">由于</span>是一家店买，你的橱柜<span style="color: black;">能够</span>直接配套冰箱、炉子、水盆的尺寸。还有，你一次性在一家店花这么多钱，是<span style="color: black;">能够</span>享受<span style="color: black;">非常多</span>打折和优惠的。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最关键的是在家得宝<span style="color: black;">自己</span><span style="color: black;">亦</span>在<span style="color: black;">持续</span>加大在电商上的投入，</span></strong><span style="color: black;">在2019年的IBISword的电商调查报告<span style="color: black;">表示</span>，在2019 财年，全<span style="color: black;">机构</span>总<span style="color: black;">营销</span>额为 1082 亿美元。电子商务总额<span style="color: black;">营销</span>额占 2019 财年总收入的 7.9%，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">全部</span>北美电商市场份额里仅次于亚马逊。</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/43ebf1ffc2ea4b1e929adf480dc3d1d5~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=mEHIDCf4DONWpI46TYKGnJ01Cxg%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">这种模式在中国<span style="color: black;">是不是</span>有出路？</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">事实上，家得宝2006 年进军中国到2012 年败走麦城的全面退出。<span style="color: black;">她们</span>自己总结的经验教训，千言万语一句话，原文<span style="color: black;">她们</span>是这么说的 ：</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">The market trend says thisis more of a Do-It-For-Me culture.</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">而<span style="color: black;">做为</span><span style="color: black;">全世界</span>第二<span style="color: black;">大众</span>居市场的中国，家居建材行业却全然是另一番模样：家居方面行业内以<span style="color: black;">地区</span>性家居品牌<span style="color: black;">占多数</span>，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">况且</span>行业集中度低，最大的两家家居商场红星美凯龙和居然之家居合计市场份额还不到10%。<span style="color: black;">倘若</span>去看一下美国的家居市场，会<span style="color: black;">发掘</span>家得宝和劳氏两家家居商场占到了全美家居零售市场份额的43%。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">在<span style="color: black;">咱们</span><span style="color: black;">这儿</span>做的最好的红星美凯龙<span style="color: black;">亦</span>仅仅是对家居,家具进行了整合，对工具，五金，机电<span style="color: black;">制品</span>则基本<span style="color: black;">无</span>介入，离homedepot那种全方位的模式还差很远，但<span style="color: black;">亦</span>许这是一个好的<span style="color: black;">起始</span>，一个适合中国模式的<span style="color: black;">起始</span>. <span style="color: black;">做为</span>行业龙头，像红星美凯龙<span style="color: black;">这般</span>的全国性家居连锁卖场的<span style="color: black;">优良</span>还是非常<span style="color: black;">显著</span>：</span><strong style="color: blue;"><span style="color: black;">它们有更好的品牌形象、稳定的<span style="color: black;">制品</span>供应和服务、<span style="color: black;">一般</span>覆盖的地理区域更广<span style="color: black;">况且</span>更受到家居品牌的认可</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/24612d2adf054baa82643cef49f60efa~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=46qVr5TR9WU7dgEx3DM1M8Qmqwg%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最<span style="color: black;">重点</span>的，在中国<span style="color: black;">广泛</span>观念里，干体力活是low 的象征，高端人士是不屑干这个的，拿个电钻修房子，拿个滚筒刷墙，丢不起这个人。</span></strong><span style="color: black;">中国消费者更爱看到的是完工的家具，而不是木板子、电锯、油漆桶；更爱看到的是雇别人精装修完成的房子，而不是自己开着皮卡去买灯泡、墙漆、地板。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">而在国外工人的地位则完全不<span style="color: black;">同样</span>，在国外，工人是最受到社会尊重的，家得宝之<span style="color: black;">因此</span>能够<span style="color: black;">始终</span>取得成功，这<span style="color: black;">重点</span>归功于创始人的信念。</span><strong style="color: blue;"><span style="color: black;">“<span style="color: black;">咱们</span><span style="color: black;">持有</span>独特的‘血橙文化’，<span style="color: black;">咱们</span>还有蓝领工人的奋斗精神。牛仔裤染上油漆对<span style="color: black;">咱们</span><span style="color: black;">来讲</span>很酷，它并不脏，闻起来还有一股木屑的香味，这<span style="color: black;">便是</span>每一个Home Depot员工，每一个美国人都有的价值观念”.</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">更关键点，<span style="color: black;">例如</span>要装修房子，美国的<span style="color: black;">商场</span>模式很可能是业主<span style="color: black;">或</span>业主雇人帮工，<span style="color: black;">而后</span>去家得宝，买木材、瓷砖、油漆等等回来开工。</span><strong style="color: blue;"><span style="color: black;">终端的消费者<span style="color: black;">基本</span>不与上流各门类的供货商接触，差不多所有的都是<span style="color: black;">经过</span>家得宝这个中间商。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">而我国的模式可能<span style="color: black;">便是</span>包工包料，<span style="color: black;">或</span>包工不包料，<span style="color: black;">而后</span>去建材市场各个小商店里，专门卖瓷砖的、专门卖油漆的等等，而<span style="color: black;">非常多</span>这种小店是建材商的代理，<span style="color: black;">乃至</span>直接是建材商开的，终端消费者要自己跟形形色色、鱼龙混杂的供货商打交道。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">这般</span>一对比，我国消费者去建材市场，就好比买瓷砖，各家卖各家的，都不一个价，<span style="color: black;">基本</span>没法比，你要说人家对面买的怎么比你的便宜，他就说对面的货不行，质量差，你又不懂，<span style="color: black;">亦</span>不<span style="color: black;">晓得</span>是不是<span style="color: black;">这般</span>，到底值多钱、有<span style="color: black;">无</span>被坑了，都难说。</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/16be0e4fe3514c1089b09d2d2aac1860~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=AqEtLuCzzMjSLJQIKs6ScN37rtU%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">而你去家得宝，瓷砖都摆在<span style="color: black;">一块</span>买，什么档次就卖什么价位，一目了然。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">家得宝店这般大的实体，是不可能自己砸自己牌子，<span style="color: black;">因此</span>它得严格审核自己进的货，对自己的供应链有着超强的品控管理，<span style="color: black;">最后</span>筛选下来可能就卖<span style="color: black;">那样</span>几个厂商的瓷砖，质量有<span style="color: black;">保准</span>的<span style="color: black;">哪些</span>，<span style="color: black;">不可</span>弄<span style="color: black;">哪些</span>价位虚高和以次充好的。</span><strong style="color: blue;"><span style="color: black;">美国消费者这个给差评的能力不是闹的，网购收到的包裹盒子压扁了个角，就去给一星差评还洋洋洒洒写四五段的大有人在。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">当然更重要的，一个是do-it-yourself，一个是do-it-for-me。<span style="color: black;">因此</span>我国的建材商，<span style="color: black;">更加多</span>的是针对专业油漆工、专业泥瓦匠、专业装修包工头</span><strong style="color: blue;"><span style="color: black;">。而美国的家得宝，<span style="color: black;">更加多</span>的是针对每一个普通消费者。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">因此</span>我国的装修市场，价格相对不透明，故弄玄虚的概念比较多，针对每一个细分的工种更加细分。基本<span style="color: black;">每一个</span>专业干装修施工的，都有自己的进货<span style="color: black;">途径</span>，还能得些回扣。消费者花<span style="color: black;">一样</span>的钱，可能仅仅<span style="color: black;">由于</span>请的装修队不<span style="color: black;">同样</span>，最后买来的货可能大相径庭。</span><strong style="color: blue;"><span style="color: black;">这个<span style="color: black;">不消</span>我说，例子我想<span style="color: black;">大众</span>身边都是一<span style="color: black;">许多</span>。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">不仅如家得宝这种超大型的建材超市在中国显有成功，光在五金行业的大型连锁超市都极难形成，<span style="color: black;">例如</span>这几年兴起的<span style="color: black;">例如</span>“锐固商城”“脉链”“金指数”等都还<span style="color: black;">处在</span>摸着石头<span style="color: black;">周期</span>，当然<span style="color: black;">这儿</span>做的最好的是“<span style="color: black;">将来</span>万家”，不仅输出品牌，<span style="color: black;">更加多</span>的在输出模式与人才，</span><strong style="color: blue;"><span style="color: black;">但相比中国这么大的机电市场，还远远未成大气候。</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/74cc530a4c2d4f3d8bfc34a9ecf4d106~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724035552&amp;x-signature=b5tVI7EyabmoQl14tXZAUOC7lp8%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">因为</span>传统的摊贩式及租赁式经营依然是我国建材零售<span style="color: black;">途径</span>的主流，无论是红星美凯龙、居然之家、集美建材城，还是传统的各地都有的建材市场，都是采取的摊贩式和租赁式的经营模式，连锁经营很难在竞争中占据价格及服务<span style="color: black;">优良</span>。</span><strong style="color: blue;"><span style="color: black;">从近几年<span style="color: black;">起始</span>，业内的<span style="color: black;">广泛</span>观点是家居<span style="color: black;">营销</span>进入存量竞争时代，而产业整合将<span style="color: black;">作为</span><span style="color: black;">将来</span>家居行业发展的新趋势。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">从国外的经验来看，家居建材成长到<span style="color: black;">必定</span><span style="color: black;">周期</span>，<span style="color: black;">必定</span>会走产业整合的路径</span></strong><span style="color: black;">。家电行业的<span style="color: black;">机构</span>，动辄都是几千亿的收入和市值，<span style="color: black;">日前</span>来看国内<span style="color: black;">全部</span>家居/建材/五金市场偏小、偏分散的，这个<span style="color: black;">方向</span><span style="color: black;">来讲</span>行业<span style="color: black;">必定</span>走整合的路，只<span style="color: black;">不外</span>是谁，用哪一种方式整合。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">阳光</span>来看，对标国际家居建材行业巨头在高营收、高利润、高市值等各项指标，中国五金建材市场还有<span style="color: black;">极重</span>的，广阔的<span style="color: black;">提高</span>空间。随着MRO的崛起，<span style="color: black;">各样</span>资本<span style="color: black;">逐步</span>的进入到<span style="color: black;">咱们</span>这个行业，在经过一轮又一轮的整合兼并重组后，在规模上<span style="color: black;">必定</span>有一天能够<span style="color: black;">作为</span>类似美国的家得宝、劳氏<span style="color: black;">同样</span>的企业。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">悲观者<span style="color: black;">常常</span>正确，但<span style="color: black;">阳光</span>者<span style="color: black;">常常</span>成功！</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">- 全文完，感谢您的耐心阅读 -</span></span></span></p>

wrjc1hod 发表于 2024-10-13 09:14:59

楼主发的这篇帖子，我觉得非常有道理。

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