The global economic environment is deteriorating, the state's regulation of real estate has been continuously strengthened, the industry has overcapacity, and the rigid market demand is not prosperous. Various reasons have become a "blocker" on the road of development of home furnishing enterprises in recent years. The reporter recently visited the major stores in Guangzhou and found that the major stores have more staff than customers, and nearly 80% of the stores are in a state of "flying flies". The traditional gold, nine, and silver, ten markets are a must for major businesses. In order to reverse the situation under the downturn, major home furnishing companies have already been gearing up for it this year.
It is understood that September was the first to enter the combat state before coming to the Cross-industry Alliance. The representative of the well-known cross-industry alliance-the "Champions League" will hold an offline group buying event in Guangzhou on August 18. There will be a big discount card on the spot, and a gimmick of 10,000 yuan cash delivery will be played. The reporter found in the store that there are large-scale display rack publicity activities in front of the member brands of the "Champions League" such as Dongpeng Ceramic Tiles and Nature Flooring, to build momentum in advance. "The Champions League will also have similar group buying activities during the National Day in October, and the form of discounts will be different. Because the consumer groups are different, there is no worry that the August event will share the sales share of the October Golden Week." Champions League's Liu Zhaohui, general manager of the Guangzhou branch of OPP, told reporters. In addition, some of the preferential activities of home furnishing stores have also been carried out in advance. The "Extreme Home Furnishing Alliance President Signing Event" created by Liangjia Home Furnishing will also be held on August 11th. Consumers can come to enjoy limited-time offers and a series of value-added offers. "Nowadays, sales promotion activities are held almost every week, but our biggest discount activities will still be held during National Day Golden Week. Nowadays, home furnishing merchants, especially stores, are almost always selling. When other stores are engaged in sales promotion activities. Of course, we have to do it too." Zheng Weiran, vice president of Liangjia, admitted frankly.
In addition to the lively group buying activities, some companies also take advantage of the anniversary of the company to start activities in advance. As early as July 21st, Eagle Ceramics started its 39-year gratitude and rewarding big bargain discount activity. Many products in the store have different discounts; Wanhengtong Furniture is also from August 8 to August. The 31st anniversary celebration promotion will be launched on the 18th. As long as the order is placed on the spot and the deposit is paid, you can enjoy the corresponding discounts and other benefits.
The inventory of finished furniture is under pressure, and the gold sales nodes are more favorable
The reporter entered a number of stores to investigate and found that many stores, such as Jiumu, Siemens, and Huiya, are carrying out large-scale discount activities. "The 11th discount has not yet been issued by the manufacturers. Generally, you have to wait until the end of September to know the extent of the discount. However, according to past experience, the general National Day discount will be more than 200 yuan more than usual." When the reporter asked about the strength of the National Day discount, Ms. Zhang, the clerk of Paiya Doors and Windows (door and window decoration renderings) introduced.
Analyzed by industry insiders, the current product inventory backlog of many furniture companies is very serious. The excessive backlog of finished household products directly causes the capital turnover difficulties of enterprises to a large extent. Therefore, companies will focus on the Golden Week holiday to carry out more preferential promotional activities to ease inventory pressure. At the same time, industry insiders suggest that finished home furnishing companies need to improve online shopping and offline physical store construction, and actively seek out more channels.
Customized furniture "The emperor's daughter will not worry about marrying", the preferential rate of the golden node drops
On the other hand, the reporter found that customized companies such as Lauka, Yadan, and Dr. Cabinet are also in the process of preferential activities, and the discount rate is much larger than the previous peak season. The Yadan wardrobe is priced at 198 yuan per square meter, an environmentally friendly board with zero formaldehyde, "Hexiang Board". "The discount rate during the National Day is definitely not as big as it is now. Because of the promotion, the monthly sales are very good, even if the order is placed right now, the fastest It will take 25 days to get the goods, and the factory is almost out of it." Ms. Jiang, a clerk at Yadan's wardrobe, introduced. "
Ms. Wen, who has been engaged in cabinet sales in Libao Decoration City for 15 years, confessed to reporters that "July and August are the months when business is relatively weak, and the production of the factory is not so busy, so the manufacturer will increase preferential efforts to increase orders. During the Golden Festival, the discount rate will be reduced a lot.” When the reporter walked into the Lauka wardrobe store to inquire about the price, the clerk told the reporter that the new product was also getting a super low discount. "Now you can buy our new Saarinin Blue series at the current discounted price of 178 yuan per square meter, but this new product will be sold at the original price on the National Day, and the gold node business will not worry about doing it." Mr. Liu, the clerk. Speaking of.
Insiders in the industry admitted that the production process of custom home furnishings is far more than that of finished home furnishings, and they are basically produced on order. "Take a custom wardrobe as an example. It usually takes more than ten days from ordering to measuring scale to production to installation. In the peak sales season, the production time will be extended to 20 days or even longer, and the production capacity may be slightly lagging behind. It’s normal for some manufacturers to reduce discounts."
In addition, with the development of the market, consumers have transformed into the younger generation from the 70s to the 80s or even the 90s. These consumers have distinctive personalities and pursue fashion, so they prefer to decorate their homes in their own style. The personalized features of customized home furnishings cater to the love of the new generation of consumers, and the consumer market has a bright potential. "The buying crowd is there. Basically, the discount doesn't have to be very big, there will always be buyers." Industry insiders analyzed. "Consumers can buy custom home furnishings in the off-season according to their own needs, and the discount is often greater," a custom home furnishing dealer suggested.