In October, the promotion of the home furnishing industry was close to “big vomiting bloodâ€, but it still could not change the situation of declining popularity and poor sales. Many of them were slightly lower or flat, even if there was a rise, it was far from being gratified. Faced with this situation, the business is somewhat uneasy, but "the worst moment has not yet arrived" seems to be a consensus. Although the “shuffle†reappears, the merchants are more deeply aware that capturing the brands that consumers need can survive the crisis.
"Golden Week" ended in the cold
On October 7th, Wang Xiaobing, the executive vice president of the current decoration, published a microblog, which can be described as a portrayal of this year's "Golden Week" scene: "The 11th Golden Week has a sense: where customers are looking for cockroaches; the scene is cold and clear; The sales staff is in a bad mood."
The decline in popularity has brought about a slump in sales. Most merchants said that sales did not meet expectations, and most of them were in a flat, slightly increasing or slightly decreasing trend. In Beijing, the sales of the 11-year-old home furnishing store were flat compared with the same period of last year. The sales of the icon floor fell slightly, the sales of Yifeng furniture fell by 30%, and the sales of Feimei floor increased slightly. The growth of the enterprise is a minority: Red Star Macalline claims that sales of product structure adjustments and service upgrades increased by 12% year-on-year. The Oriental Home Furnishing Plaza in Nancheng claimed sales growth of 18.07% over the same period of last year, due to the promotion means. In fact, because of the geographical advantage, it has attracted Yizhuang Daxing and the foreign consumers... Although the above data may contain water, the glimpse of the leopard can be seen in the tube, and the courage of the merchants even boasting on the momentum is gone.
Brand advantage is obvious
Although the big environment is not good, but the brand's sales have undergone new changes, the industry insiders generally believe that under the circumstances of the big environment, the brand advantage is obvious. “In the sales promotion of the merchants, the consumers are more and more rational, the price is no longer the decisive factor, and more attention to the brand.†Zhang Chen, the director of the operation of Real Home Investment Holdings Co., Ltd., said that this means “consumer The recognition of store brands and merchant brands is increasing." According to the introduction, in the case that the home is generally flat, the North Fourth Ring store still sells red. He attributed it to brand accumulation, service quality, geographical advantage and other factors for the North Fourth Ring store to cultivate a group of loyal customers, and "delivery installation zero delay" and other service measures are deeply rooted in the hearts of the people.
Liu Yang, deputy general manager of Chengwai Cheng, also believes that the consumers of this year's Golden Week are not like the price of shopping in the past years. Instead, they are “direct ordersâ€, indicating that the recognition of the stores and brands is improving. Even in the same store, “the sales volume of some well-recognized brand merchants is still increasing, and the sales of non-branded products are seriously frustrated.â€
Grasp the pulse and win the market
The deserted situation is a clear manifestation of the real estate purchase restriction environment. Although there are supplementary services such as affordable housing and renovation of old houses, the total amount is still falling because the social housing has not been put into the market. In the case of continued purchase restrictions, merchants’ expectations are generally more pessimistic: “more pressure next yearâ€, “winter will get colderâ€, “like a parabola, now it’s in a downturn, but at the worst of times Haven't arrived yet...
In the interview, in the face of “increasing cold winterâ€, many merchants have used the word “扛†to express their mentality. "Today is the competition of strength. If you don't move, you will withdraw." Wen Shiquan, chairman of Yifeng Furniture, bluntly said that some loss-making stores should be withdrawn. In their expectation, it will be uncommon for the brand to close the store and withdraw from the market in the future.
In addition to indicating that it is necessary to share difficulties with merchants, the store is also thinking about the way to survive and develop. Liu Yang believes that the pattern of the store will change, and will be extended to diversification. In addition to home building materials, it will be more closely integrated with the industrial chain of home appliances, department stores, used goods market, jewelry, etc., and change decoration consumption for daily consumption.
"Now it is not about how much profit to win, but to keep the market share to live." Yin Yuxin, deputy general manager of Oriental Home Furnishing Plaza, believes that the market will return to the consumer's own needs through competition. "The price is cheap, and the appetite for consumers, both sides will benefit." Zhang Chen also believes that no matter when the consumer exists, even if the orientation and quantity change, the market still has, "just let the consumer Recognition, it will not be affected by the environment." Therefore, "doing the brand and service is still the most important." In the winter, who can put the quasi-consumer pulse according to the disease, who can laugh at the end.
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