Recently, the temperature has soared, and the “barbecue mode†has entered the whole country. However, the home building materials enterprises that have released their first-half results in succession are in full swing, and the building materials market is still advancing in the “cold winterâ€. According to home store data, in 2013, the cumulative sales of domestic and above-scale building materials and home stores for the first six months was 519.6 billion yuan, down 6.19% year-on-year. The reporter visited the home store and found that the merchants chose to carry out the preferential activities in the golden nine silver ten years before this year, but the preferential range of the custom category and the finished product category is quite different.
All the merchants chose to carry out a large-scale preferential activity in the golden ten silver this year.
The global economic environment has deteriorated, the state's regulation of real estate has been continuously strengthened, the industry has overcapacity, and the market's rigid demand is not prosperous. Various reasons have become the “roadblock†on the development path of home furnishing enterprises in recent years. The reporter recently visited various major stores in Guangzhou and found that there are more staff in major stores than customers. Nearly 80% of the shops are in the state of "flying flies". The traditional Jinjiuyin-10 market is a must for all major businesses. In order to reverse the situation, the major home furnishing companies have already been gearing up this year.
It is understood that in September, before coming to the foreign industry alliance, they will be the first to enter the combat state. The representative of the well-known multi-disciplinary alliance - "Champion League" will hold an offline group purchase activity in Guangzhou on August 18th. The site will be discounted and discounted, and a 10,000 yuan cash delivery gimmick will be played. The reporter found in the store that Dongpeng tiles, nature flooring and other member brands of the "Champion League" had large-scale exhibition rack publicity activities in front of them. "The Champions League will have similar group buying activities during the National Day of October. The form of the offer will be different. Because the consumer groups are different, there is no fear that the August event will share the sales share of the Golden Week in October." Liu Zhaohui, general manager of the European branch Guangzhou Branch, told reporters. In addition, some home store promotions are also carried out in advance, and the “Supreme Home Alliance President Signing Conference†created by the home is also held on August 11th. Consumers can enjoy limited time offers and a series of value-added offers. “Now there are almost every promotion every week, but our biggest promotion will still be held during the National Day Golden Week. Now the home business, especially the store, is almost no promotion. When other families are engaged in promotional activities Of course, we must also engage in it." Zheng Haoran admits that the deputy general manager of the home.
In addition to the lively group buying activities, some companies also started activities in advance of the company's anniversary. As early as July 21st, Yingpai Ceramics began its 39-year-old gratitude reward for big discounts. The store saw a variety of products with different discounts; Wanhengtong furniture also from August 8th to August On the 18th, the 31st Anniversary Promotion will be launched. You can enjoy the discounts and other benefits as long as you place an order and pay the deposit.
Finished furniture inventory pressure, large gold sales node discounts
The reporter entered a number of stores and found that Jiu Mu, Siemens, Huiya and other stores have carried out large-scale discount activities. "The discount for the eleventh has not yet been promulgated by the manufacturers. It is generally necessary to wait until late September to know the strength of the concessions. However, according to past experience, the general National Day holiday will be more than 200 pieces per 100 yuan." When the reporter asked about the strength of the National Day concessions, Miss Zhang, the shopkeeper of the door and window, introduced it.
According to industry insiders, the current backlog of products in many furniture companies is very serious. The overstocking of finished household products has largely directly caused difficulties in the company's capital turnover. Therefore, companies will focus on the Golden Week holiday to carry out promotional activities with greater incentives to ease inventory pressure. At the same time, industry insiders suggest that finished home enterprises need to improve online shopping and offline store construction, and actively seek more ways to find a way out.
Custom-made furniture "Emperor women do not marry"
On the other hand, the reporter found that custom-made enterprises such as Lauka, Yadan, and Dr. Cabinet are also in the process of preferential activities, and the discount rate is much larger than the previous peak season. Known as the zero-formaldehyde environmentally friendly sheet "Hexiang board" Yadan wardrobe price of 198 yuan per square meter, "the preferential rate during the National Day is definitely not big now, because the promotion of the current monthly sales are very good, even now the fastest order now It takes 25 days to get the goods, and the factory can't do it anymore." Yadan wardrobe clerk Miss Jiang introduced. â€
Ms. Wen, who has been engaged in cabinet sales for 15 years in Libao Decoration City, admitted to the reporter that “July and August are relatively light months, and the production of the factory is not so busy, so manufacturers will increase the incentives to increase orders. But it’s time. During the Golden Festival, the discount will be reduced a lot." When the reporter walked into the Ruka Wardrobe store for inquiry, the clerk told reporters that the new product also hit a very low discount. "Now you can buy the new Sharining Blue series from our door. It can also be calculated at the current preferential price of 178 yuan per square meter. However, this new product will be sold at the original price on the National Day. The gold node business is not good." Speaking of it.
Industry insiders admit that the production process of custom homes is much more than the finished home products process, basically based on order production. "In the case of custom-made wardrobes, it usually takes more than ten days from order to scale to production to installation. In the peak season, production time will be extended to twenty days or even longer, and production capacity may lag slightly. It is normal for some manufacturers to reduce the discount."
In addition, with the development of the market, consumers have transformed into a younger generation in the 1970s and not in the 80s or even 90. These consumers have distinct personalities and pursue fashion, so they prefer to decorate their homes according to their own style. The personalized features of customized homes cater to the love of a new generation of consumers, and the potential of the consumer market is bright. "The buying crowd is there, basically the discount is not very large, there will always be buyers." Industry insiders analyzed. “Consumers can purchase custom-made homes in the off-season according to their own needs, and often have more preferential offersâ€. A custom home dealer recommends.
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