Affected by the economic environment and the expansion of the store, the performance of the “May 1†home market is quite general. However, judging from the performance of various home stores during the “May 1st†period, the greater the intensity of brand participation in discounts and promotions, the hotter the event and the more passenger traffic. From the point of view of product sales, the polarization of household products is already very obvious. The price of mass products should be low, and the brand awareness of high-end products should be completed quietly.
Supermarkets
Promotional strengths vary
Every holiday is the top priority of home business promotion, especially the two small holidays of “May 1st†and “11thâ€. Home furnishing companies will naturally not miss such a good opportunity. In order to seize the flow of people and achieve sales, enterprises and shopping malls including furniture and building materials will do a lot of articles on promotion.
The reporter walked the city on May 1 and went to the Mahui home next to Huacheng Avenue, the Jisheng Weibang of Pazhou, and the Hongshuwan building materials supermarket in Panyu Dashi. They found that the popularity of the store was closely related to the promotion. There were promotional stores such as Jisheng Weibang. And Hongshuwan, the mall is popular, prosperous as a long-distance train station. Promotions are not as strong as the Jockey Club home, passenger flow is general, but according to industry sources, some high-end and rely on the designer's order to sell the store or brand, not Wang Ding can also prosperous. According to people in Hongshuwan, the largest sales volume of the building materials museum during the “May 1st†period is the tile bathroom floor. Some matching curtains and lamps are also the choice of many consumers.
Like JSWB, it launched a “120 free of charge + straight down†activity, and Hongshuwan came up with a “promoting big price to fight the whole cityâ€. Fangcun Bo Royal House pushed the “sweeping festival†and the malls appeared. Usually rare and popular. In contrast, those home sales stores that have little promotion and are not well-received, the traffic is much smaller. In Weizhou Jisheng Weibang, a promoter told reporters that some customers bought more than 30,000 yuan of household products, and they directly got the exemption. "All products are free, which attracts a lot of people."
The reporter came to the Jockey Club home at noon on May 1st. The parking lot was full of cars as usual, but the store was quieter. In the Panyu Dashi Hongshuwan building materials supermarket, which opened in March, there were several brand stores opened one after another. The store made a large-scale promotion in the "May 1st" for three days. The first two days were full of popularity, the shopping malls were full of passengers, and the passenger flow dropped on the third day.
Mass product
Fight the price and fight the brand
The reporters found that many brands in the same store are also uneven. "The polarization trend of household products is quite obvious. One is popular products, and the price is won. The consumers are mainly those whose economic strength is not too strong. Among them, young people who have just entered the society soon." Fangcun Bohuang Home sales manager Shen Gongfang said that in a market where the economic environment is not optimistic, cost-effective has always been one of their goals.
This statement has been recognized by many home furnishing companies. Agents of brands such as Zola, Conraden, Red Apple, and Jianwei Humanity Furniture have told reporters that pursuing optimal price/performance ratio has always been their primary condition for product selection.
In Hongshuwan, the reporter met Mr. Zhang, who was picking up furniture with his girlfriend. He worked in a company in the Panyu Tianan Energy-saving Technology Park and rented a room in the neighborhood of the company. "The income is not counted now." Too low, but still have to pay for marriage, marriage has to consider buying a house, so the purchase of furniture is based on the principle of cost-effective." He said that he had also bought some furniture intermittently, "some prices are really low, but not durable." This time I still have to pick some good quality products.
In recent years, home furnishing companies have gradually realized the importance of the young market. Interestingly, in the sales rankings of reporters in the big stores, red apples, Jianwei human furniture, left and right sofas, and Gujia crafts, which are well-known brands, are always much better than other brands.
The same is true for sales in the building materials market. In the case of flooring, laminate flooring and parquet have always been mainstream products. “Although the price competition in the mass market is fierce, companies often trade profits for the market, but there is no way.†Mr. Lu, who has been operating the flooring for many years in Wuzhou Decorative Building Materials City, told reporters that some small workshops produced wooden floors in the past two years at very low prices. Impact on the market, but this year, the natural floor, the Del floor, which has a brand reputation, and the well-known floor, the sales volume is obviously rolling.
The tile market is even more severe. Huo Chichang, chairman of Xinzhongyuan Group Co., Ltd., believes that "furniture may have a low season and a peak season, and ceramic manufacturers may often be in the off-season."
Ye Yanbing, the founder of the future ceramics, told reporters that the consumer market is full of wait-and-see attitudes. Even if it needs to be purchased, the attitude is very cautious. Especially now, the industry is constantly emerging with new brands, product homogeneity is serious, and price war is fierce. She believes that many well-known brands have joined the price war in desperation, and some even sell at cost price, reduce inventory pressure and ensure the stability of the capital chain. Therefore, this disorderly market competition makes the whole ceramic industry more confusion. She revealed that the products she runs are also being upgraded, such as the imitation cement tiles they developed, which will shine at the just-concluded Taobo meeting.
High-end brand
Seeking quality and design
When the middle and low-end markets are in full swing, high-end brands are pursuing quality and gaining market share with high profit margins. "Perhaps, you can only run like this in order to stay ahead of the market." Coco, the head of Laoyouhui, said.
In the high-end brands in Guangzhou, JSWB, the brand elimination in recent years is also very powerful. In an interview with Weizhou Jisheng Weibang, the reporter found that many of the classical furniture on the fifth and sixth floors have disappeared. The remaining estimates are 10 brands, replaced by new Chinese-style furniture. According to the reporter's inquiries, in order to meet the market demand, Weizhou Jisheng Weibang will establish a special imported brand pavilion like Panyu Jisheng Weibang to “attract high-end customer groups.â€
Xu Yan, director of marketing department of Jisheng Weibang, told reporters that minimalist modern style, new Chinese style, and original designer brands are sought after by the market. In fact, the sales of the established Ruichi, Furantis, Dickson, Milan Impression, Yufeng, Bauhaus, etc. have been relatively stable, and like Boao, this new brand, there are more than 10 quick entry. market.
New Chinese-style furniture has also seen a sharp increase in the number of brands in a year. Brands that have never been heard before have also taken root in the Guangzhou market. Even the old mahogany furniture brand Zibotang has developed a new Chinese style. Series furniture, and the market sales are very good. As for the designer's original brand, the potential of the market can also be seen from the increasing number of brands.
Many people think that the minimalist style of furniture comes from the design of bathroom products. Many big-name bathrooms, such as Hansgrohe, Duravit, GROHE, toto, etc., are basically this style. “The same is true for floor and tile manufacturers. You can't look at high-end flooring and tile products. It's not price, it's a unique personality and a visual trend that leads the fashion trend,†said the insider.
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