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Promotional hot market cold gold week after the home market plan "winter"
"Light thunder does not rain", "it seems to be hot, but it is bleak business", "the people who decorate are running by car"... Many home industry insiders have used these words to describe the long vacations that have just passed. Promotional lively results are flat. This year's home market is generally cold, so many building materials brands are not too high for the expectations of the 11th Golden Week, but it does not prevent the various building materials brands from making a big push to promote sales and strive for greater market share. . Factory price specials, reserve price sales, president signing, full purchases and other gifts... Such promotional offers are endless in the building materials market this year. The Jinling Evening News Home Research Center found that almost all building materials were given preferential treatment during the Golden Week, and nearly 70% of the brands were more favorable than September. The 11th Golden Week is close to 60% of the companies that have made great efforts to promote the "finished work" this year. These brands will adopt a conservative and stable sales model in the remaining two months of 2012. However, after the lively promotion, when it came to the inventory, about 20% of the building materials brands told reporters, “There is no hot phenomenon, sales are not as good as in September.†65% of the brands said that during the Golden Week Sales were basically the same as in September; only about 15% of the brands said sales were up from September. For the reason that the Golden Week is not so lively, many building materials brands attribute the reason to "everyone goes out for a self-driving tour." A person in charge of a flooring brand in Nanjing told reporters that during the long holiday period, the free passage of the expressway, more consumers are more willing to choose to go out with their families to travel, and also lead to customers who come to buy home building materials products "shrink", "by this Impact, the first five days of the holiday, the number of customers is even less than the usual weekend promotions, the volume of home building materials sold in the last three days has increased." In addition to the ring ratio, what about the year-on-year? Although it is one more day than the Golden Week of last year, in the home market, it has not increased the color of the major brands. Nearly 30% of the sales during the 11th Golden Week of this year were down from the 11th Golden Week of last year, and most of them were between 5% and 15%. The number of brands that were flat was nearly 60%, only 10%. Many brands have won the past year in this "fighting". The "front line" has weakened popularity in the decoration company. Many people in the home improvement industry also told reporters that during the eight-day long vacation, the number of passengers in the home improvement package has not increased significantly. Although various decoration companies have launched a series of rich promotional activities, such as signing gifts, free public gift brochures, signing cash back, etc., but the basics are the customers invited in September. “Because the time of the National Day holiday has been lengthened, the popularity of the decoration company’s event site during the 11th period has been averaged. The decoration owners no longer step on the point, but selectively go to the event site of the relevant decoration company according to their own arrangements. The explosive scenes that were originally concentrated in the explosion did not appear as scheduled, but turned to a more orderly consultation and exploration process." The face-to-face decoration staff said. The Jinling Evening News Home Research Center also found that many of the discounted contents of the decoration company were launched as early as September, compared with the “Eleven Best Deals†presented by the household building materials. Longer, the eleventh event is a continuation of the advantages and characteristics of the decorative enterprise. Combined with the current situation of the market and the real needs of the owners, many decoration companies believe that October is the last gold decoration period of this year, which is also very important for the decoration company for two months. The decoration owner is usually used to complete the renovation and drying of the new house every year before the year, so that it can stay early in the New Year or the Spring Festival. Therefore, as of the beginning of October, the operating rate of the home improvement company will remain at a high load, and the number of owners who place the order. The overall decline. Because many customers were consumed in large quantities in September, and there were no more “hot spots†in the activities of the Eleventh Golden Week, the number of signings in the decoration company’s Eleventh Golden Week was not as good as that in September. Nearly 60% of the decoration companies said that the "Silver Ten" really did not spell "Golden Nine", while the number of orders for the 11-day holiday was higher than that of September and the flat decoration companies each accounted for 20%. Nearly 80% of consumers surveyed consumers during the year's decoration reporters found that most of the owners generally feel that the current business is doing promotions all year round, so they do not have to place orders during the eleventh period. As for whether or not to place an order, you need to visit a few more places to decide. "After all, so many stores and brands are doing activities, or to compare them before they can decide." Consumers have said. During the 11th period, merchants mostly promoted in the form of packages or specials. Some consumers reflected that some packages look cheap and affordable, but they are not very suitable for home decoration style or not practical. Even if the price is more attractive, they have to give up. . Therefore, in their view, good products with good prices and low prices during the 11th period also need to spend a lot of thoughts. In addition, the reporter also found that the enthusiasm of consumers to buy home building materials still exists, although some consumers are coming to the 11th promotion, but today's consumers are more rational. When shopping, they are not limited to the size of the incentives or the price of the products. The brand, word of mouth and after-sales service of the products are also important factors for “startingâ€. The consumers who choose to place orders during the Golden Week are mostly just in need. The Jinling Evening News Home Research Center randomly surveyed 60 decorators. Nearly 80% of consumers who purchase home building materials will be in the year. The decoration was completed, and the proportion of the owners who signed the decoration company accounted for about 60%. Rational ordering has become a consumer characteristic of consumers based on actual demand. Over 50% of enterprises continue to promote this week's promotion of elaborate promotional meals and there is no welcoming crowds, and various home furnishing companies are naturally unwilling. According to the Jinling Evening News Home Research Center, although the 8-day long holiday has ended, at least 50% of building materials brands and decoration companies will continue the promotion during the Golden Week this week. About 20% of the home brands have even continued until the end of October. Yesterday, Jinling Evening News reporter visited a number of building materials brands in the Kazimen business district, sales staff have said that they can enjoy the eleven activities. “The promotion continues, on the one hand, to meet the needs of customers who travel during the Golden Week. On the other hand, it also means that more and more home brands are paying attention to normalized promotions.†Zhibang kitchen cabinet staff said. The home industry plans to "winter" plan This year's 11 Golden Week has passed, which also means the departure of the best promotional season in the home industry. Although the winter in the climate is still far away, many home furnishing companies have planned winter plans from now on. “It has been difficult to achieve better results in the remaining two months of this year. We are striving for stability and seeking next year,†said a person in charge of a decoration company. The Jinling Evening News Home Research Center interviewed several home furnishing companies to listen to their winter plans. Taking the road of differentiated marketing Today's home market, the similarities of products and decorative packages are exactly the same, but the competition in the industry is more intense. How to find business opportunities in the cold market, differentiated marketing should be a way out. Liu Juan, the marketing manager of the top-mounted wardrobe, told reporters that in the next two months of this year, they will use the differentiated marketing model to find different points from similar brands, and at the same time subdivide the wardrobe market, targeted to the consumer groups. Positioning to provide consumers with more intimate services. Before the end of the year, while improving the service, it will adhere to the network marketing, and with a certain landing promotion, the heat will continue to New Year's Day and even the Spring Festival. It is necessary to open source and reduce expenditures. The ancients used to fight on the battlefield. They usually use long-term warfare to drag their opponents' energy. This year's home market has been proactively fighting. It has been "played" since the beginning of the year. As a result, brands and decoration companies are exhausted. At this time, the battle is not fierce, and the enhancement of refined management can help the improvement of the company's own capabilities. Zhu Hongliang, head of Xinwu Flooring Nanjing, told reporters that the cold current in the home market may last until next year, and in the last two months of this year, the practice of open source and thrifty is very necessary. Can live safely for the winter, and can fight again next spring," Zhu Hongliang said. Zhu Hongliang said that in addition to some activities linked to the store, they will comprehensively analyze and summarize the management system and model over the past year, improve the whole chain, and seek the most reasonable new management model. "In October, this year's decoration market cake has been excavated almost, we are now focusing on the next year's home improvement market." Meng Chunzhong, general manager of Star Art Decoration Jiangsu Branch, said that it is now the best decoration in a year. Season, the operating rate of home improvement companies is still in a high load state, but then, the amount of signing will be less and less, so in the last two months, they focus on cross-year renovation, in fact, is to grab the renovation list in advance next year.