Market: The sprint discount is large at the end of the year
In the traditional sense of gold and silver in October, home businesses are not idle, all kinds of promotional activities come one after another, the duration of the long, the preferential margin, the cost of investment is one of the few in a year, therefore, in the National Day In the nearly one month, most of the merchants entered the relative order sorting and digesting period, and now entering the middle of November means that the sprint phase of this year has arrived.
The newly opened Red Star Macalline Zhongshan Port Mall, Fuyi Decoration Plaza and Mercure Center have launched related promotions. Local home chain stores Yongsheng Furniture, Cathay Pacific Furniture and many mahogany companies have preferential treatment. The benefits of Anwar Sanitary Ware, Gaode Tiles and Taocheng Tiles in the Mercure Center have been large, and they have been sought after by honesty. As the largest local chain brand, Yongsheng Furniture also launched the end of the year's preferential activities, and promised the lowest price of the same product in the city. Over the years, the brand has cultivated a batch of products with perfect service, reasonable price and excellent product quality. loyal customers.
This year's mahogany furniture market is not booming. Faced with the bleak overall environment, many mahogany companies are looking for self-help methods, from passive waiting to active proximity to the market. Fu Bao Xuan launched a cheongsam show at “Double 11†to attract customers and then lock customers with low discounts to spread the charm of the new Chinese style in classical beauty.
According to industry insiders, the reason why the promotion activities of home stores in the past year was so concentrated, the preferential strength is so great, because "Golden September and Silver 10" has already digested some purchasing power, and now there is still more than one month from the New Year holidays, and I want to snatch more. More market share must be prepared in advance to hold large-scale promotional activities in order to attract consumers' attention. In addition, there is also a rigid consumer demand at the end of the year that needs to be released. Merchants want to grasp this business opportunity and carry out the sprint at the end of the year.
Limited demand, sprint, fear
On the one hand, it is a business that makes a lot of tricks, on the other hand, it is a market that does not live up to expectations. The reporter learned that although the current consumption peak in the home industry, but the overall environment is bleak, the release of rigid demand is limited, in the end of the current round of sprint, many businesses are difficult to achieve the desired goals.
Many merchants have reported that the effect of Jinjiuyin 10 has gradually disappeared in the past few years, and the traditional peak season has gradually become blurred. The market response in the peak season is unprepared for everyone. A ceramic tile dealer in the Mercure Center told reporters that from the market a few years ago, the end of the year is the peak season for household consumption, and it is also the time when the demand for rigidity is the strongest. There are two main reasons for this: First, the end of the year is the traditional wedding season, and many people choose to marry at the end of the year. In this way, newcomers will usually purchase home products in the past few months to install new homes. Secondly, before the Spring Festival, many people like to buy new homes to live in the existing house, give the house a beautiful new year, and some in the Spring Festival. Customers who have been involved in the past are also concentrated on buying homes during this time. Although the two factors of new home renovation and new homes at the end of the year are still exerting the demand release effect, it is far less than a few years ago. Therefore, the limited rigid demand may make the business sprint weak.
Merchant: I am looking forward to the new spring this winter.
20% of merchants are profitable, 50% of businesses are flat, and 30% are at a loss. Ms. Yang, who has been in the building materials business for more than a decade, said that such data is only a conservative estimate. The losers this year are still more than 30%. Since entering the cold winter in 2012, the home market has rarely seen signs of warming up. Even so, the merchants who survived this winter have not given up their expectations for the new spring next year.
The continuous withdrawal of merchants from the store and the transfer of sub-tenancy advertisements are direct manifestations of the market downturn. The Mercure Center, Red Star, Meikailong, Zhongshan Xingnan Shopping Mall, many merchants directly close the store to leave, and some merchants to transfer the subletting advertisements in order to reduce losses or find a turnaround. According to rough estimates, the number of stores in the Mercure Center is more than a dozen, while the Red Star Macalline Zhongshan Xingnan Mall has closed and rented dozens of stores, and only diatom mud stores have closed several.
The market environment has brought unprecedented challenges to the business. However, it has been operating in this industry for many years. If you are not willing to withdraw from the market, you must continue to look for everything from improving services and reducing costs. The market is always warming. Being able to pass the past is a success.
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