Home promotions are becoming more frequent in the industry: have to promote

In April, despite the market's recovery, in order to gain more market share, the promotion of stores and brands in various forms may become the norm in the industry. However, there are also many people in the industry who believe that frequent promotions, while driving consumption in a short period of time, are not conducive to the healthy development of the industry.

Store promotions more frequently

Some industry insiders told reporters that March and April are often important moments in the home market, and the frequency of promotions and activities are much higher than before. Many stores, brands and home improvement companies have been preparing very early.

On April 4th, Chengwai Chengjia Plaza and Jimei Home Dahongmen Store launched the “Full Reduction”, “Sweeping” and “Furniture and Building Materials Madness Festival” activities respectively. The brands in the store also cooperated with the store to launch different activities. During the Ching Ming Festival holiday, most home improvement companies held different offline events. On April 6th, Boloni Decoration launched the “Beijing City Main House Design Scheme Release” event; on the same day, the Real House House decorated the “New Nostalgia & Nostalgic Trends – Lewu Quality Decoration Design Consultation Meeting”; The “Let's get a good start – the famous Feng Shui lecture hall” was held; other companies maintained a two-week offline event. Wang Caixia, the person in charge of the creation of the decoration, introduced that there were not many large-scale discount activities in March and April, and part of the reason was that the offline activities were diluted to the weekend.

On the one hand, the market's recovery has been unquestionable. On the other hand, whether such frequent promotions are likely to become the norm in the home market, has also led to discussions in the industry. Liu Yang, deputy general manager of Chengwai Chengjia Plaza, said that the promotion of the home furnishing industry has always been the norm. For example, holiday promotion and peak season promotion are normal. "Spring is the peak season for home, and most stores will seize this opportunity." Wang Wei, vice president of Hongxing Meikailong Group and general manager of Beijing-Shanghai & Southwest Region, believes that the promotion will not become the norm and become the normal activity of the store. “We have activities every week, but the theme of each week is not. The same, sometimes it is a promotion, and some are not."

"Promotions will become more and more normal." Li Tingting, marketing manager of the European company's cabinets, said that the discounts in the off-season will be bigger and bigger, and the off-season will be more and more prosperous. In the peak season, every merchant will not give up this. Market share will also have more and more frequent promotions. Shaosheng Qiang, CEO of Orient Parkson, also said that there are many home brands on the market, and consumers have great choices. Participating in promotion is a choice that must be made for enterprises. “The sales can be increased, the purpose of many enterprises. Just to survive."

Promotion affects the distribution of market share

For the past March, the stores that organized the promotion activities all showed good results. Liu Yang said: "The purchasing power of the market is still the same, but there are promotions, and the share may be allocated more."

According to Liu Yang, the total sales of Chengwai Cheng’s first blasting marketing this year was more than one billion. In the three days of Qingming’s small holiday, it was 3.3 times higher than the same period of last year. “From the scene, passenger flow and signing The rate has increased." Jimei home related person in charge also said that because there are on-site red packets, spikes, auctions and other promotional activities, plus Jimei's first push for building materials to trade-in, a week, 135 customers have signed up for the event, The total contract amounted to 532,000 yuan.

Wang Wei also said that sales in March increased by 30% compared with the same period of last year. In addition to giving consumers discounts, the company's current activities emphasize the recognition and integration of values ​​among consumers. Ge Yongming, chairman of Beijing Shenghua Furniture Co., Ltd., said that there are activities that will inevitably drive sales. Although the price of the brand is the same in each mall, because of the increase in passenger traffic in some stores, the sales volume of other stores is reduced, and sales are Will be affected.

Yin Bo, general manager of Lan Jingli, said that the home industry is a downstream industry of real estate. At present, there are too many stores and brands, and the industry is highly competitive. With the impact of the new policy, the competition between brands has become hot, regardless of the store or brand, in the face of consumers' limited spending power, doing some activities is only a piece of this big cake.

Reporter visit

Marketplace promotions are still attractive

During the on-site visit, the reporter found that although the major stores have their own main activities, but in order to maintain the uniformity of the promotion, each brand will also reconcile their activities with the activities of the store, try to maintain the unity of the major stores. Sex. In the same store, different brands have more special products and lower discounts, and there are more consumers who go to consult.

On March 30th, Chengwai Plaza was launched with “full reduction” and “draw”. When the reporter just entered the door, a group of sales people with different brands carrying them greeted the brand introduction and preferential advertisements. On the day of the promotion of the store, most of the brand's activities were re-launched at the original discount.

In a brand store, the sales staff told reporters that because the store is doing activities, there are a lot of passengers, and most of them are people who buy furniture after the renovation of new houses. They like to buy in sets, which has achieved the same style and one-time purchase. .