2013 home business adjustment to welcome the industry consumption season

As everyone knows, people who are about to decorate and are renovating are used to the Lantern Festival before they start construction. This week is the first week of the home market after the holiday. Although it is still in the off-season after the holiday, the reporter found in the home store that many consumers have begun to look for furniture, and major decoration companies have begun to prepare intensively. To welcome the arrival of the first peak season of the new year.

On February 25th, the reporter visited several major home stores in Zibo to see that many stores have just started to open after the festival, and some stores are being renovated. In a brand sofa (sofa decoration renderings), the reporter met Ms. Wu who came to see the furniture alone. She told the reporter that her son’s wedding was scheduled for the second half of the year, and he first came out to understand the market and prepare for the decoration of the wedding room. “Although the children I don't necessarily recognize my vision, but I can help them with their primary selection, and by the way, see what kind of promotion is there."

In these stores, the reporter noticed that there were relatively more shoppers in the furniture and accessories category, while the building materials stores were relatively deserted. “Generally speaking, during the Spring Festival to Lantern Festival, the building materials market is the lightest time of the year. Many brands are repositioning at this time or upgrading their stores to prepare for the first peak season of the opening year.” Peng Hua told reporters that most of the customers who entered the store these days came to understand the market, and there were not many orders. The reporter did not see any obvious promotion activities in many furniture stores. In this regard, Jie Penghua explained that the promotion activities before the Spring Festival have just passed, and many merchants have made small adjustments to the price, and the next wave of large-scale promotions. The activity should be during the “3·15” period. In the meantime, if the customer has an ordering intention, the merchant will give appropriate discounts.

According to the usual practice, the home brand will have a price increase every year when the peak season of March arrives. Xie Penghua said that because of the pressure of rising raw materials and labor prices before the Spring Festival last year, they have already fine-tuned the prices of some of the products sold, which is about 0.1%. Last year, due to the early winter and the relatively long winter, the off-season lasted longer. In addition, since the second half of last year, the entire home furnishing market has been relatively sluggish. To ensure the sales of the spring season, the product price in March will be No longer rising.

It is understood that in addition to the price of each store in the spring of this year, or basically maintain the original level, or fine-tuned, expand the storefront, the brand jointly promote sales ... various businesses are also intensive preparations for promotional activities.

Home business should move from time to time

"Using a short and short season after a good festival, do your homework, this is the way to win the savvy business." Another government brand Zibo general agent Liu Zheng told reporters that in the peak season, all brands are signing impulses, then then It is too late to practice internal strength. Therefore, using this time just increases brand competitiveness and sorts out marketing ideas. Last year, the home market looked sluggish and entered a period of weak market, which is a reshuffle opportunity for the market. "After several years of development, the home market has entered a relatively mature period of consumption, and consumers' purchasing behavior tends to be rational. In this case, only the products are excellent and the service is meticulous, so that the brand can remain unbeaten in the competition. The weaker brands will eventually be eliminated by the market.” He said that this is a good thing for the market and consumers, and under the premise of the market downturn, there must be pressure, but can stand To keep a firm foothold, it is necessary to prepare and prepare for it.

This year, the construction of home improvement companies is generally early. The reporter saw in some home improvement companies that many designers have already put in place for business training, and the planning positions have already started busy early. It is early in the winter and early in the spring, so the peak season will come early. Every year when the spring season comes, the home improvement company will face some problems like this. The biggest difficulty is the price increase of raw materials and the shortage of labor. Wang Shaolin, the engineering manager of a large-scale home improvement company in Zibo, told reporters: “The price increase of raw materials is inevitable. There are more workers in the southern part of the Zibo decoration market, and there are fewer local workers. Therefore, after the southern workers go home for the New Year, some of them cannot be put in place. The phenomenon of "breaking generation" of the decoration workers; the workers with good craftsmanship are scarce. At the peak of the decoration, good workers are hard to find." After a period of low last year, they also made a lot of preparations, for example, Last year, before the price of raw materials rose, the goods were sold to cope with the price increase; before the Spring Festival holiday, the workers agreed on the rework time in advance; in design, they started ahead of time to understand the trend of this year and avoid the regrets of decoration to the maximum extent.

This year is more optimistic

After the first month of the fifteenth month, various construction sites have been started, and after the trough of last year, various home improvement companies generally expressed great confidence in the home improvement market in 2013. Liu Zheng said that the current property market transactions in Zibo are booming, just need to be there, and for the current occupancy rate of some new residential areas, there are still a large number of people who have renovation needs, plus some family furniture upgrades, etc. This spring should be a good start. Wang Shaolin said that from the perspective of the big environment, the state has achieved some results in the regulation of the property market, the market tends to be stable, and some of the influences have begun to develop in a good direction. From the psychological side of consumers, they have gradually passed the purchase and wait and see. Period, so the overall market outlook is good. From the local situation, it is understood that this year's Zibo's delivery volume has a larger increase than last year, this is a good information for the home improvement market; labor costs have risen in the peak season in the last 3-4 years, this year's labor costs are now Just fine-tuning, no big gains, these are good for the market to pick up. He also said that this spring morning, it means that the peak season is ahead of schedule, all kinds of positives indicate that this year's home improvement industry will gradually come out of the trough and have a good development.

The industry is optimistic about the second renovation

A few days ago, the reporter saw such a message on the Internet: China’s first mortgage lenders are about to pay off their loans. According to reports, it was probably more than a decade ago that the country implemented a large-scale housing monetization policy, and the bank began to handle residential housing loans. At that time, the term of housing loans was basically 10-15 years old. Now that ten years are about to pass, many of the first mortgage families will also fully pay off their debts, so that the property is completely owned by them. A few have not completed the loan, the current repayment pressure is already very small.

A large proportion of households who have completed loans have a need to improve their home environment. Therefore, people in home improvement companies expect that the share of secondary decoration in Zibo market in 2013 may increase. He analyzed that the warranty period used by general decoration companies is two years, and the renovation period of new houses is mostly 5-8 years. This also provides opportunities for the decoration company to receive some secondary renovations. "Second renovation in 2013 or Increase the share of the entire renovation market, forming a new peak, so this year may be a piece of cake competition for home furnishing companies."

Reporter's notes

On the first lunar month of the lunar calendar, there are not many people going to the furniture store, but the merchants are gearing up for this peak season. It is a good thing for home furnishing companies to have confidence in the market, and they have prepared a lot of benefits for consumers. However, we do not want to see them. In the “squatting” business for half a year, we have tried our best to sign the orders and have a large number of orders. After the product shrinks, the service can't keep up. Of course, this part of the business is also a minority, now is the buyer's market, the product is excellent, and the service should be intimate, this is the king.

Experienced businesses should be very clear, profit is important, word of mouth is more important! There are salespersons in the store talking to reporters: "There are so many brands, the choice is big, it is not easy for a customer to sign with you, but it is easy to stir up a list." It is very important to see the customer's heart.

Recently, we are pleased to see that several major industry standards such as the “Quality Acceptance Specification for Residential Interior Decoration Projects” jointly prepared by the relevant state departments in 2013 will be introduced one after another. It is understood that the "Home Furnishing Industry Management Service Specification" is the first domestic trade standard in China's home and home improvement industry. The introduction of the new regulations will promote more transparent home decoration consumption.