"National Five" keeps the home market stable

After the Spring Festival, the home-based company will do activities in advance to warm up the market and re-play quality service cards in order to occupy a larger market. Many home-based companies started their first marketing campaign in Lunar New Year in 2013. Some companies also set new goals for the new year. The upcoming “315” is a major sales node in the industry, and most brand promotions have started. People in the industry believe that after the new year, the home market will become a hot state, but the continuation of real estate regulation and control measures may make it impossible to increase the heat, so that the home market's warming state does not rise steadily.

In March, the promotional season is ushered in. With the advent of March, the spring decoration season is about to begin. Women's Day, “315” and other festivals will come in turns, giving the supermarkets reason to start a new round of promotional activities.

Mei Xuhang, Operations Director of Operational Management Department, said that in fact, the home will launch a new service promise in March this year. “Our first day of sales promotion is also a warm-up activity before the launch of this commitment. ". Yi Aihua, General Manager of Yihua Home Beijing, also stated that Yihua’s activities will start on March 8th and continue until “315”. The current activities are still under preparation.

Shen Yaojun, vice president of Jimei Home, said that since the new products will only be on sale in March and April, the low-cost treatment of old products will also take place at this time. So for consumers, the good time to start the hunters will begin in March.

For the home improvement company, on February 23 and February 24, Bologna, Lewu, Shichuang, Cangas, Yuanzhou, Yaguangya, Jinchao, and others started their first marketing activities in 2013. Pan Liang, director of the e-Commerce division of Real Creation, said: “For most companies, this activity is only warming up. Spring is the peak season for the home improvement market. The traditional promotion cycle of 315 is coming soon, and many home improvement companies are starting to prepare. It's up."

Activities + services to seize the market For the peak season in March and April, many home-based companies started promotional activities in advance to warm up the market and grab more customers. According to Wang Ke, president of Yaguangya Decoration, “Our activities started earlier this year. We want consumers to settle before the Lantern Festival and also to seize the market. On March 9, we began to do the 315 theme activities. The incentives are also similar."

In the case of little change in market conditions, playing quality cards, service cards, and stimulating consumers to become more conscious of consumption have become the focus of efforts of various companies. According to Li Wei, marketing assistant of the general manager of Kuda Decoration Beijing Branch, Kuda will provide “cloud service” in 2013. When the inspection workers inspect the site, they can pass the results of inspections to consumers through pictures and videos for consumption. Provide more detailed services.

Just need to release the market trend of heat For the 2013 home market, many people in the industry said that the property market regulation and control policy will not change, but rigid demand has always been, so it should be "steady increase." Liu Yang, deputy general manager of Chengcheng Plaza, said that from the point of view of passenger flow, the market is picking up this year, and the market in Beijing is still a quality market. Relatively speaking, the stores are mainly based on brand management. Decorations are relatively high-quality products that better meet demand. For the industry generally optimistic about the "315", Liu Yang said that as the traditional peak season of the home industry every spring, the supermarkets will certainly not miss, but this year's "315" during the **, is rather special, so many shopping malls may avoid This time.

Wang Wei, vice president of Red Star Meikailong and general manager of Beijing-Shanghai and Southwest Region, said that since the end of last year, the market has started to pick up. The beginning of this year is also very good. Judging from the current situation, sales in Beijing, Shanghai, Chongqing, and Chengdu all have great growth over previous years. “We can feel the enthusiasm of consumers for buying furniture, building materials, and home textiles over previous years.”

However, many companies have a deeper sense of urgency in 2013. Song Xiaoting, assistant to the general manager of Top 100 furniture, stated that the entire household industry is not very optimistic at present, and the feeling is similar to that of previous years. It is still mainly influenced by real estate.

Yuan Chaohui, deputy manager of the House Decoration and Operation Department, said: “We have registered more than 900 people for this event, which is about 40%, and the number of orders is about 10%. There are still a lot of passengers, but the rate of signing is not high. Feel that consumers are still watching."