Research On Category Optimization Of M Store Of Red Star Macalline

In the past 20 years,with the rapid development of China’s urbanization process and real estate market,the home furnishing industry is booming.Home furnishing stores represented by Red Star Macalline are also developing rapidly thanks to the population and capital dividend.As of December 31,2021,Red Star Macalline has a total of 485 home building materials stores/commercial streets in China.Its competitors,such as Easy Home and Yuexing Home,are also gradually expanding.The home furnishing market is oversupplied and the competition is very fierce.At the same time,consumer demand for home furnishing products is increasingly diversified,which puts forward higher requirements for refined category management of home furnishing stores.In this context,home decoration retail must carry out fine management of categories,re-classification of goods,and promote fine management and operation of categories in shopping malls;At the same time,explore and cultivate potential brands to supplement category resources,so that companies in the industry can free themselves from homogenized competition and embark on a development path oriented by customer needs and led by high-quality products.Taking Red Star Macalline Beijing M mall as an example,this paper analyzes the status quo of category management of red Star Macalline Beijing M Mall by SWOT analysis combined with the category layout characteristics,and finds the main problems in the category management process: the existing category does not match the target consumer group;Category layout is not centralized and cross-layer.Then,based on the business data analysis and consumer research of Red Star Macalline Beijing M store,the paper analyzes how to optimize the category according to the market characteristics,consumer needs and the advantages and disadvantages of the store.Finally,after investigation and analysis,suggestions are provided for the category optimization of Red Star macalline Beijing M store: Firstly,the middle and high net worth young and middle-aged group is determined as the target consumer group.Then,the property environment,moving line and shop decoration of the mall should be upgraded to make it conform to the direction of category optimization.Finally,category management should be optimized from two aspects of category structure and category internal brand,so as to achieve the purpose of improving the benefits of the store.