非新物种的“销售分成”模式，到底能否“拯救”家居卖场？

Core Viewpoint - The transition of Juran Home from a "fixed rent" model to a "sales commission" model has sparked widespread discussion in the industry, with initial results showing high tenant recruitment rates and positive merchant feedback, raising questions about the potential for this model to revitalize the home furnishing market [1][2][5] Group 1: Transition to Sales Commission Model - Juran Home's chairman announced the shift to a "sales commission" model, aiming to complete the transition for 80% of its direct stores within three years [1][5] - The pilot implementation at Juran Home's Harbin store increased tenant recruitment from approximately 40% to 100%, while the new intelligent home experience center in Neijiang achieved a recruitment rate of 98% with sales exceeding 20 million yuan in just half a month [2][5] - The rental management income of Juran Home has been declining as a percentage of total revenue, dropping from 82.3% in 2019 to 55.75% in 2022, indicating a shift in the business model is necessary [5][6] Group 2: Industry Context and Challenges - The home furnishing market has seen a decline in foot traffic and tenant retention, leading to demands for reduced rent from merchants in various regions [9][10] - The traditional rental model, which relies heavily on fixed rents, is being challenged as merchants seek more flexible arrangements that align with their sales performance [10][12] - Juran Home's approach to eliminate fixed rent in favor of sales commissions is seen as a radical departure from industry norms, which typically combine fixed rents with sales-based incentives [6][10] Group 3: Potential Implications and Future Directions - The "sales commission" model may not be a universal solution, as previous attempts at "zero rent" models have not gained significant traction or proven effective [12][13] - Juran Home's strategy aims to reduce the financial burden on merchants, fostering a collaborative environment that could enhance marketing and supply chain partnerships [13][21] - The shift towards a sales commission model is expected to stimulate competition among home furnishing retailers, potentially leading to broader industry changes and innovations [21][23]