last year
Merchant performance fell by more than 10%
"Which furniture store dared to say that retail performance has increased last year?" Speaking of the market situation last year, Chen Hua, the person in charge of Ouyi Building Materials Co., Ltd., said that most companies' performance was average. According to industry estimates, compared with the previous year, the performance decline of major furniture stores last year was not less than 10%.
"Not only Xiaolan, the national market is the same performance," Chen Hua said, as for the specific situation of the Xiaolan furniture market last year, merchants used this sentence to describe: "The performance in November is not as good as in July and August. "Generally speaking, July and August are the lowest point of the furniture market, and November is the peak season of the industry. Now that the New Year has arrived, businesses still do not see the booming situation of supply and marketing.
Analyzing the reasons for the market downturn, Yuan Guida, the person in charge of Shiyou Floor, said that the real estate and furniture markets have always been complementary to each other. In 2010, real estate policies were frequently introduced, and consumers' wait-and-see sentiment seriously affected furniture consumption. At the same time, due to the downturn in the stock market and rising prices, some consumers have to reduce furniture expenditures or postpone the purchase of furniture.
Merchants frequently promote group purchases
Under the fierce competition, merchants have a variety of marketing activities, and promotional activities will be launched almost every weekend, and the normalization of promotions has become a consensus in the industry. However, the most popular among them is group buying. "There are so many consumer demands and the market is so big. Under fierce competition, small profits but quick turnover is the best response strategy."
Since 2010, the group buying in Xiaolan's home improvement market has been continuous. Prior to this, Ouyi Home Furnishing has set off a group buying storm. It is worth noting that although furniture group buying has become popular, it has also exposed some problems, such as high prices and low discounts, and brand mixed fish, etc. have been criticized by many consumers.
this year
Renovation or mainstream
Huang Yanfen, who has been engaged in the decoration design industry for many years, pointed out that although the amount of new residential decoration will be significantly reduced with the promotion of policies, the market structure of improving and rigidity will still become the mainstream of the market. It is understood that many consumers have a desire to renovate old houses in many functions or sensory needs after they have lived in houses for 5 to 10 years. Some consumers originally intended to purchase new properties, but after the introduction of a series of new real estate policies, they turned more attention to refitting the current living space. Therefore, under the market-driven imperceptibility, the era of renovation and decoration has come. The renovation and decoration has ushered in a new frenzy while suppressing the rigid demand for house purchase. Huang Yanfen believes that renovation this year will dominate the home improvement market and become the new consumer mainstream.
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