The home market is deserted, marketing means no new customers do not buy

Home market clerk more than customers

During this time, many people said that the home building materials industry is relatively deserted. To find out, the reporter visited the five home building materials market in Zhifu District on the weekend.

At 9 o'clock in the morning, the reporter went to a large home shopping mall located in Xingfu Road, Zhifu District. I thought that people who came to the mall on weekends would break their heads and walk into the mall door to find out that although most home stores are already open for business, there are very few customers. In a few home stores on the first floor, several clerk looks very boring, or organize the furnishings in the store, or watch mobile phones and chat.

There weren’t many people coming over the weekend. Isn’t it even less? The reporter exchanged a lot with the store clerk, Ms. Liu, in the name of buying decorative materials. "It's not always like this. When catching up with the promotion activities, there are still a lot of customers, and they are all queued. Now it's hot, customers are too lazy to buy things on such a hot day, it is estimated that the autumn situation It can be better," she said.

However, near noon, the reporter returned here again, although the number of customers is slightly more than in the morning, but still far less than the number of staff. Moreover, according to the reporter's observation, a considerable part of the "customers" are actually passing by, or saying that they are "cool" in the mall. A grandfather who is "walking" in the mall told reporters that it was too hot outside. He walked down a few steps, and there were very few people in the shopping mall, no noisy, and there was air conditioning. Come in and take a rest. When talking about why the number of customers is not too much, the old man’s point of view is the same as that of Ms. Liu above. “Summer decoration is to find a crime. My family also has a house to install, wait until September, then get it, now please Come and do, it is estimated that the money is less and people are not willing."

Marketing means no new customers do not buy

“Tianjiao” has caused many people to put aside the idea of ​​renovation, but this is not the only reason for the slight downturn in the home building materials market.

In the several home building materials market that the reporter visited, some clerk frankly said that the "Internet +" that is now on the fire has formed a big impact on the traditional home market.

"Now what can be bought online, tiles, bathroom cabinets, shower rooms, kitchen hardware, as long as you are not afraid of returning goods is more troublesome, the online will be all done, do not have to look at the big sun out of a family, save trouble and cheap In a shop in Huaxin Home Decoration Plaza, a clerk complained to reporters. "The Internet is really convenient, but can the service be compared with those of our physical stores? You can't even see the real thing. When you send it to your hand, you find that something is wrong, and then apply for a return, how much trouble?"

In the face of the "Internet +" tide, it is absolutely not a solution to complain. Comply with this trend, find out more attractive marketing methods for customers, and be a good way to defeat the enemy. Obviously, in this respect, there are still many things that the Hong Kong City home building materials market needs to do.

In the opinion of the reporter, there are many concessions in the home building materials market, but there are not many benefits. This is also an important reason for some customers to “see less and buy less”. For example, in some wooden stores located on Haigang Road, “order 3 sets of wooden doors, one of which can enjoy a 50% discount”. In general, the home is decorated, and it rarely needs 3 wooden doors. It is not worthwhile to buy a wooden door in order to enjoy a little discount.

Shopping awards are also a popular means of promotion for home building materials. In the multi-home building materials store in Zhifu District, the promotion of red packets to send "iPhone6", add money to send bathroom and other promotional activities abound. Some merchants list seven or eight preferential items, and finally drop a small line below. "You can enjoy the full ** yuan in the store." Compared with the "offer", the customer needs "affordable", send this to send that It is better to be cheaper and more attractive.

“It’s hard to eat”

"In the first half of last year, we had a very good business here. I couldn't have time to sit down and talk to you." In a tile shop in the harbour home decoration, the shop assistant Ms. Liu looked at the customers who had passed by. Can't help but sigh.

"This is not a problem with one or two stores, nor is it a problem for Yantai. It is like this in the whole country. Home building materials are not good. Why? Demand is not as strong as before." Ms. Liu counted her fingers, " Now there are only a few home markets in Zhifu District? Jiahe Lotte has stores in Happiness and Huangwu, Huaxin Homes, the harbor furniture here, Red Star Macalline... large and small home building materials store, can count How many? Although the sales are all well-known brands, the quality is no problem, the service is good, but there is no demand from the customers, what is the use of your service and the good products?"

Why is there no need for it? In the view of Ms. Liu, it has a lot to do with the property market in the past two years. She said that in the first half of this year, she worked hard to train several potential customers. After calling a few days ago, she almost said that the house had not been bought yet, and what repairs were installed.

The property market is not hot enough, and it has an impact on the home building materials industry. The National Building Materials and Home Furnishings Index jointly released by the Department of Circulation Industry Development of the Ministry of Commerce and the China Building Materials Circulation Association recently showed that the performance of the national building materials and home furnishing market remained weak in the past June, and the overall performance in the first half of the year was sluggish. The trend of the national real estate market remained basically the same for half a year.

However, it should be noted that there is a certain lag in the response of the building materials and home furnishing industry to the real estate market. Judging from the situation in the city, the transaction volume of the property market in June increased by more than 70% compared with the same period of last year. The “hook-tail” ended; the building materials and home furnishing industry has not responded in time, after entering the second half of the year, especially after the hot summer, accompanied by With the arrival of "Golden September and Silver 10", due to the impact of the property market, the city's building materials and home furnishing market is likely to usher in a "recovery."

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