The property market affected some home terminal stores in trouble



The country’s real estate control policy has been in place for some time, but the spring of the property market seems to be far away. In 2012, the direction of real estate regulation and control policy will determine the development direction of the property market. At the end of 2011, the Central Economic Work Conference decided to "must insist that the real estate control policy is unwavering, promote the reasonable return of housing prices, and promote the healthy development of the real estate market," and let many people who hope to loosen the real estate policy "dream".

Terminal store: Has it become a chicken rib?

The trend of the property market is affecting the home building materials industry. According to the "First Financial Daily" news: at the end of 2011, Red Star · Meikailong Chongqing Jiangbei store, Wrigley , Faenza , Siwei and other 12 bathroom brand agents chose to "escape" collectively because of the unsatisfactory rent increase, making home The industry has withdrawn from the store.

According to the business introduction, the continuous increase in store rents has caused a significant decline in business profits. Only four of the above 12 sanitary ware brands did not lose money. Under the pressure of survival, the 12 bathroom brand agent alliances communicated with Red Star and Macalline to reduce rents to 2010 levels. However, Red Star and Macalline did not meet the requirements of these dealers, which led to the collective escape of these 12 bathroom agents.

Affected by the property market regulation policy, consumers' demand for home purchases decreased, which led to a decline in sales of building materials. The rent of the store did not fall, and many manufacturers and dealers suffered double pressure. In the past, the terminal stores made many manufacturers and dealers earn a lot of money. Nowadays, the terminal stores have become tasteless. "It is a pity to eat, and it is a pity to abandon."

Chongqing is known as the "kitchen capital". However, in the end market, there are only a handful of well-known Chongqing wooden door brands. Most of Chongqing's brands are also second- and third-line brands, which are sold in the low-end market. Although terminal stores are an effective way to promote branding, the competitive advantage of Chongqing door enterprises in large terminal stores is not obvious. The reason is that the production process of Chongqing Mumen is backward, the product quality is low, the brand advantage is not prominent, and it is in a disadvantaged position in the terminal store.

The author learned in the visits of Chongqing Yumuyuan, Meisenai, Wuzhiqiao, Jingjia and other enterprises: due to excessive rents, rising wages and sales decline, these enterprises suffered serious losses in the terminal stores. Due to the pressure of survival, the terminal store has been gradually withdrawn, but it is difficult to re-enter the terminal rules after the terminal market is withdrawn. For the future development, some gate enterprises have to retain one or two storefronts in the terminal store. .

The 12 brands of bathroom agent alliances "escaped" and the gradual withdrawal of Chongqing door enterprises from the terminal stores showed that China's property market bubble is serious, the home building materials industry has been overdrawn in advance; the country is determined to squeeze out the housing bubble, and the regulation of the real estate industry in 2012 is still It will continue; in the next two years, if Chongqing's door industry wants to have great development in the terminal market, it needs to make in-depth adjustments, and the channel will become the main battlefield of competition.

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