京东101HOME开业满月，万平方米自营家居大店能否跑通

北京商报11-04

11月4日，北京商报记者获悉，开业满一个月，位于上海南京西路的京东101HOME全球首店已迎接超20万客流。作为京东布局线下高端生活业态、推进线上线下融合的重要落子，这家约1万平方米的家居卖场采取自营模式，整合家具家居、智能电器、全屋定制与家装服务，并融合餐饮、文化、健康、AI科技等多元业态，持续吸引客流到访。不过，家具家装消费相对低频且决策周期长，随着京东101HOME首店进入常态化运营，开业与...

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Cafe中国大陆首店及纽约潮牌咖啡烘焙品牌DEVINER售出超2.5万杯，首次进入中国的绣球花冰淇淋品牌ICE BOUQUET售出超6000个。吴杰介绍，顾客平均在店时长大概110—120分钟，这些分布于不同楼层的餐饮，也为消费者逛店过程中的休息、用餐提供了选择。 　　从地段来看，京东101HOME首店所在的南京西路是上海最昂贵的商业地段之一，门店落在万航国际中心，周边汇集久光百货、静安嘉里中心等商业项目。这样的选址，与京东101HOME切入高端生活消费的定位相对应，价格则让这一定位更具体。北京商报记者走访看到，店内一层的一款沙发售价超过7万元，另有一款扶手椅标价约2万元。对门店而言，核心地段的空间投入，加上采购、销售、售后等成本，需要由持续的商品和服务收入支撑。京东101HOME门店店长杨玚也表示，自营成本高于招商模式。　　据了解，从开业截止到10月30日，门店Vitra、Fritz Hansen、GUBI等国际家具大牌，以及格度、ANTIQUE HOUSE、叕木、得闲等国内原创设计师品牌成交额均突破百万元。杨玚还提到，一个月内，近3500名有硬装需求的用户在京东家装相关部门签约，需求包括新房和局部改造。　　吴杰坦言，京东101HOME的表现还需放到更长的周期里去观察。“101HOME开业仅一个多月，目前只能观察到一些初步趋势。随着更多消费者了解门店，进口高端产品的销售逐渐增加，注重品质的消费者也会到店选择进口家具和国内原创品牌。我们会结合下一轮装修旺季的表现看看更完整的趋势。”吴杰说。 　　为了吸引非装修需求消费者到店，京东101HOME也增加了日常消费品类。比如，北京商报记者看到，门店几处过道位置摆放有香氛、杯碗等单价200—300元左右的小件商品。吴杰表示，从实际销售看，消费者的探索欲也会带来计划外的购买，连房间抽屉里的小玩偶都会被买走。“消费者逛店的频率，其实取决于我们提供的产品是什么。”杨玚说。手机、小家电等单品，也被京东101HOME纳入承接日常消费的范围。　　经营一个月后，门店商品的展示方式也在调整。杨玚介绍，消费者对京东卖家电的认知较强，但在一个房间看中电器后，若想比较其他品类，可能还要到二楼、三楼寻找，体验相对割裂。门店将针对家电销售作出调整。一楼中庭已增加手机展示和售卖，部分动销较慢的电器也会根据需求更换。　　家居家装行业已步入存量市场，细分场景是其中一个转向。京东101HOME试图以高端生活业态切入，并以全自营模式拓展生意，首月客流和品牌成交已为其提供了初步反馈，但进入常态化运营后，门店能否带来持续复访，并实现单店盈利，还需时间检验。全国复制也有赖于这套模式得到验证。杨玚表示，希望先在客群匹配的一线城市跑通品牌与模式，“在证实了它是可行的，被客户认同的情况下，我们才会往二线、三线城市去发展”。（文章来源：北京商报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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