During the eleven long holidays this year, most home furnishing companies performed mediocrely. Compared with the same period last year, it was only a slight improvement. In this regard, industry insiders believe that concentrated consumption is no longer obvious, and companies should also pay more attention to scattered consumers. In addition to the continued use of promotional and active markets in the off-season, we should practice internal skills, adjust the structure, do basic work well, and enhance the brand.
Concentrated consumption is no longer obvious
For the home market after the eleventh, industry insiders generally think it will be flat. Liu Yang, deputy general manager of Chengwaicheng Home Plaza, pointed out that the post-eleventh year cannot be regarded as an absolute off-season, but it will definitely stabilize. Ding Ling, director of planning for Jimei Home Furnishing, also said that the consumer demand of consumers is not as clearly divided as in the past off-peak season. Basically, when the store is doing activities, sales data have been significantly improved. Mei Xuhang, the operation director of the operation and management department of the home, also said that this year ’s 11 homes were the same as last year. On the one hand, the base of the same period last year was large. On the other hand, this year ’s homes had a large The "15th Anniversary Celebration" event allows some consumption to be released in advance.
Lu Yongbing, general manager of Huari Home Furnishing Marketing, told reporters that compared with the same period last year, large orders fell slightly this year, but the overall number of signing orders is on the rise, with a slight increase overall. Lu Yongbing believes that the 11th Golden Week is the traditional peak season of the furniture market, but it can not be regarded as the peak season now, because consumers no longer concentrate on consumption, but release it in peacetime. "So companies shouldn't just focus on holiday consumption. Those who usually have time to shop are potential consumers."
The market will become more rational in the future
For the future household consumer market, Liu Yang believes that, due to working hours, holidays will be relatively concentrated, but usually consumers may tend to be more dispersed and rational consumption. Mei Xuhang said that the restrictive effect of real estate purchase restrictions will gradually become apparent in the next few months. The next step is to maintain the current situation steadily, which requires brands and stores to feel the urgency and work together.
Most people in the industry said that it is not appropriate to divide the industry's off-peak season too much. Ning Chunde, brand director of Ai Ruisi, believes that even if there are fewer consumers in the off-season, growth can be achieved with hard work. For example, 10 out of 100 consumers in the peak season place orders, and 50 out of 50 consumers in the low season may place orders.
Shaoxian Qiang, chairman of Oriental Parkson Furniture, believes that the market is now entering a period of balanced development and a period of adjustment. In the past, the annual growth of 30% was not necessarily a good thing for enterprises and consumers. The price of raw materials increased and the supply of products was in short supply. Consumers actually suffered a loss. "I think the industry has just entered the era of a virtuous circle."
Corporate action
Continue to promote active markets
Ding Ling, director of planning for Jimei Home Furnishing, said that in late October, there will be a large-scale celebration in Jimei Dahong Store; in November, there will also be a celebration in Jimei Beiyuan Store; at the end of November and early December, Jimei Lugouqiao Store, the second largest store in Beijing Opening soon, there will be many promotional activities.
According to Liu Yang, deputy general manager of Chengwaicheng Home Furnishing Plaza, Chengwaicheng will continue to introduce various marketing strategies, including special festivals of Chengwaicheng and New Year's Day, there will be promotions. Han Xiaofei, general manager of the Beijing branch of Nature Floor, also said that there will definitely be some promotions before New Year's Day, and it should be more active in the off-season to activate the market.
Improve internal skills and improve the brand
Shaoxian Qiang, chairman of Oriental Parkson Furniture, said: "Although the market is weak, there is still a market, and good products are still selling well." He said that the off-season market is a good opportunity for companies to develop and improve products. Lu Jiyi, general manager of Golden Kitchen Cabinet Beijing, pointed out that the focus of work in the last two or three months of this year can be shifted to internal management and employee training. "In the off-season, we care more about old customers and establish good customer relationships, which is also conducive to brand promotion."
He Shan, general manager of Colliers International Lighting Port, said that under the relatively mature market operation and management, enterprises will focus on mobilizing businesses, society and other caring people to donate clothes to children in Daliangshan, Sichuan. Things, do a social responsibility.
Restructuring and expanding industry
Since the launch of the concept of "big home", the home has frequently been released to adjust the structure. First, it added soft decoration and lighting, and then started to establish a design center. The long-established e-commerce platform "actually online" also It will be officially launched on November 11.
Some companies use this period to optimize the product structure and continue to launch new products. According to Chen Shaofeng, deputy general manager of Yihua Home Furnishing Beijing, in addition to furniture, Yihua will have a green floor in Africa next, with new European and American furniture products, combined with French festivals, American festivals and other cultural activities Meet with consumers together.
Lisuo Finishing Plan for the coming year
In addition to some finishing work this year, many companies are actively preparing for next year's work. Lu Yongbing, general manager of Huari Furniture Marketing, said that on the one hand, the next step is to digest some of the orders that have been made this year, and on the other hand, he will focus more on planning, adjustment and layout of next year. How the road went, fell on the paper, forming a specific implementation plan. "
Industry Voice
The national layout should be adjusted in the future
Shao Xianqiang, Chairman of Oriental Parkson Furniture
Recently, many enterprises are adjusting the layout, including the layout of the production base, the layout of the sales chain, the layout of independent stores, etc. This is one direction. For example, Sichuan enterprises have bases in Wuhan, Zhengzhou, Shenyang and other places, and many southern enterprises have logistics bases in Xianghe, which can be shipped to consumers in Beijing at any time. But it is not easy to put these areas in place. To see the future, enterprises should also do a good job of logistics, which is a trend.
Do basic work in low season
Mei Xuhang, Chief Operating Officer, Operation and Management Department
In the low season, we still need to do some basic work. For example, some brands will carry out alliances at this time. They should also feel the pressure and are working hard for this. Several of our stores are currently being adjusted, including the Lize store and the Jinyuan store. These adjustments are also planned based on the future trends we predict.
It is hoped that each store in the actual home can create its own operating characteristics to adapt to some characteristics of future market consumption, enhance the vitality and sales of the entire market, and meet consumer consumption needs. The home furnishing industry is still improving. At this stage, companies need to make some changes that cater to the market. (Editor: Peter)
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