For furniture companies, the importance of the National Day Golden Week is unquestionable. In order to better prepare for the "Eleventh" National Day Golden Week, some enterprises have made a heavy blow to give consumers unprecedented benefits. However, judging from the market situation this year, it is not the same as before. The opening of "Silver Ten" is a bit bleak. Liu Yang, deputy general manager of Chengwai Chengjia Plaza, said: "This situation has actually begun to appear since the Mid-Autumn Festival. The sales during the Mid-Autumn Festival have been diving compared to last year. At that time, we predicted that this year's National Day would not be better. â€
The furniture market "Silver Ten" is a little cold, but it is not very innovative.
By visiting the market, we found that the “11†brands will apply for discounts from manufacturers, and the price is far lower than usual. Many brands have launched special offers, and the promotion is not low. However, a person in charge of furniture told us: "The flow and sales volume of the National Day Golden Week is much better than usual, but it has a certain decline compared with previous years. The flow of people during the National Day is less than that of last year, especially the position comparison. In a little shop, the situation is even worse. On the morning of the National Day, the traffic is OK, the parking lot can't stop, but the popularity in the afternoon will not work. Many people come to see it. There are not many orders." This is not the case. The exception is that whether it is a first- and second-tier city or a third- and fourth-tier city, the market environment of deserted has become the norm.
According to industry practice, the 7-day sales performance of the National Day is equivalent to 10%~15% of the sales volume of the whole year, but a furniture manufacturer who does not want to be named reveals that this golden week, sales will certainly not reach this number. Why did the Golden Week promotion lose?
First of all, unlike the previous promotion, which was concentrated in the 7th National Day, this year's National Day Golden Week is not far from the Mid-Autumn Festival. Many stores launched various kinds of promotional activities in early September, which will advance the Golden Week's customer competition. Nearly 20 days. The traditional large-scale holiday promotion has become less attractive to consumers than before. Daily sales and group purchases have diverted the consumption power originally concentrated on large holidays, which is the result of the slowdown in sales of National Day Golden Week this year. One of the reasons. Similarly, as the major supermarkets and brand promotions become more and more normal, the National Day promotion stores seem to have a large promotion, in fact, the same techniques, can not really attract the audience.
There are also people in the industry who believe that the current consumers are very smart, consumers have long been good at products, to the National Day is to buy for sale. However, the National Day promotion is actually a time to expand the brand's influence. Most merchants take this opportunity to increase the visibility of the company. If you simply want to use the promotion to make profits, you will be disappointed. Regarding the lower-than-expected results of the Golden Week this year, the industry said: "If you don't buy a new house, you don't have to buy a new home." Secondly, the rising prices of raw materials for household products have caused prices to rise, and higher and higher prices have also discouraged consumers.
Oversaturated furniture market
Recently, China Building Materials Distribution Association released the "National Building Materials and Home Furnishing Market Layout Guide", the biggest highlight of which is the innovative research and development of "China Urban Building Materials Furniture Market Saturation Warning Index BHEI". Qin Zhanxue, executive vice president of China Building Materials Circulation Association, pointed out that the furniture and building materials market in many places in the country has entered the red light warning zone and is in an over-saturated state. The Beijing furniture and building materials market has entered the yellow light district and is in a saturated state.
In September, Wanjia Home reported that the former furniture store giant Hefei Oriental Building Materials Home Plaza was about to close down. In September, Chutian Jinbao reported that Wuhan’s well-known large-scale furniture stores were in a state of internal and external difficulties, and they basically existed in name only. Recently, the sales volume of Zhengzhou Zhongyuan People's Square has been declining, and it has been forced to transform. It has begun to introduce new formats such as auto 4S shops, cinemas, and restaurants. Also in Zhengzhou, a large home market in the Western District, due to poor business, caused the capital chain to break, owing huge debts, is currently in a semi-stop state...
The lively examples that are in front of you, the painful phenomenon, are the epitome of the worry about the survival of furniture stores. This can not help but remind people of a few months ago, Mr. Wang said that the furniture industry reshuffle is just around the corner, more than one-third of small and medium-sized furniture circulation enterprises will withdraw from the market. It’s only a few months since the predictions, and watching the news in various places in the news, can not help but cause worry, is the reshuffle period of the furniture industry has arrived? The oversupply of the store is a common problem in the industry, the media, dealers, manufacturers have repeatedly stressed, but excessive The pace of expansion has never stopped. Judging from the deserted scenes of the major stores in the National Day, the period of self-sufficiency may come early.
Where is the future of the furniture market?
Recently, the rising prices of furniture and building materials have been very popular. Similarly, the intensive real estate control policies during the National Day have had a huge impact on the real estate industry in the upstream of the home industry. The impact on the home industry in the future is not known. At least, this is bound to happen. Hit the home market.
The market is cold, just need to be prosperous, even if the Golden Week seems to be no longer the scenery, in this situation, where should furniture stores go? From the current survey data, rational consumers have become the mainstream of the furniture consumer market, they are mostly The “just-needed†consumer group who buys a house for marriage and the second decoration, pays attention to the price/performance ratio when purchasing. In addition, with the upgrade of consumption, consumers' awareness of brand consumption has gradually increased. Enterprises are working hard to improve their services, strive for innovation in marketing methods, and use mobile Internet marketing to break through. These are all essential.
The National Day has earned back for half a year in seven days, and such an era is gone forever. As the market becomes more saturated, competition between brands will intensify and the gap will gradually widen. Who can survive? It depends on who can make a bold change!
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