Just entering June, the home furnishing industry ushered in the third small long holiday Dragon Boat Festival after the Spring Festival, just one month away from the last small long labor day. So, will the home furnishing enterprise maintain the enthusiasm of May Day to welcome the small Dragon Boat Festival? To this end, the reporter conducted a market survey. The reporter was informed that although most of the merchants indicated that they did not "report too much hope" for the Dragon Boat Festival market, various promotional activities were launched to attract consumers.
The lack of enthusiasm for business activities is far less than May 1
A few days ago, the reporter visited the home stores such as Actual Home, Red Star Macalline, Jimei Home Furnishing, Oriental Home, and Lanjing Lijia. Compared with the overwhelming promotional activities of the “May Day†businesses on the previous holiday, the store can only be seen To sporadic event billboards. Afterwards, reporters interviewed a number of home furnishing managers and learned that this small holiday business was very rational and did not set off a "price war." No matter whether it was from the time of the event, the intensity of the event or the method of the event, there was no innovation, and even many events or May Day promotions Direct continuation.
At the same time, because the Dragon Boat Festival is only 3 days before and after the Children's Day, many businesses will superimpose the two festivals together to launch preferential activities. The reporter learned that the activities of many merchants during this small holiday are about 4 days, and the longest is not more than 10 days; the activities have gathered common forms such as spikes, double points, sweepstakes, limited time buying, buy one get one free, etc. As for the intensity of the activities, most businesses said that they would not be much less than May Day.
In an interview with reporters, Yin Bo, general manager of Lanjing Lijia, said that he would jointly promote the promotion with "June 1", so that the profit would be around 20%. The reporter compared this with May 1st and found that Lan Jingli's family fell by 10 percentage points in the activity intensity; and Chengwai Cheng, which is also a store, only launched "limited-time panic buying" and "double points" during the Dragon Boat Festival. Two activities.
The reporter also interviewed home improvement, furniture and other industries, and the merchants' attitudes toward the Dragon Boat Festival are very cold: Wang Ke, President of Yaguangya, told reporters that there are no specific discount activities, but they will give away values ​​ranging from 500 to 1,000 yuan. Voucher; Wang Xiaobing, vice president of decoration and Wang Jianguo, general manager of Federal Furniture Beijing, also said that they will launch small events but not particularly hard.
Different views on the expectations of businesses during the Dragon Boat Festival
Judging from the promotional activities of many merchants, the enthusiasm of the home furnishing industry is not enough in the face of the upcoming Dragon Boat Festival small holiday. When reporters asked about the expectations of the Dragon Boat Festival market, 70% of the merchants showed pessimism and expressed no optimism, while only 20% of the merchants were optimistic about the market potential during the Dragon Boat Festival.
Optimist. Companies represented by Red Star Macalline and Lan Jinglijia expressed their expectation of increasing the Dragon Boat Festival market. Yin Bo, general manager of Lanjing Lijia, expressed the expectation that this Dragon Boat Festival energy saving will increase by 10% compared with the same period of last year. If the increase is 5%, it will be very satisfying. Hou Jie, general manager assistant of Red Star Macalline Beijing-Shanghai · Southwest Region, told reporters optimistically that during the Dragon Boat Festival, Red Star will launch the biggest concession activity in years, and I believe it can surpass previous years.
For the reason of optimism, Yin Bo said that in recent years, he has been full of expectations for festivals of more than 3 days. I believe that the sales during the Dragon Boat Festival will definitely be better than usual. Hou Jie said that during May 1st, Red Star achieved sales of 500 million yuan in Beijing alone, showing the best level in history. Based on the achievements made on May Day, I believe that the Dragon Boat Festival will also achieve good results under the colorful marketing activities.
Pessimism. Enterprises represented by Chengwaicheng, Dongfangjiayuan, Yaguangya, Jindai Decoration, and Federal Furniture all expressed that they are not optimistic about the Dragon Boat Festival market. Liu Yang, deputy general manager of Chengwaicheng, said that the expectations for the Dragon Boat Festival market are not very high, but I believe it can be better than usual. Yin Yuxin, deputy general manager of Dongfangjiayuan, also told reporters that he did not plan the sales target of the Dragon Boat Festival promotional activities, but continued the previous concept of the event and tried his best to provide services to consumers.
As for the reasons for not being optimistic, Yin Yuxin, deputy general manager of Dongfang Jiayuan, concluded that there are three aspects. First, the policy of property market regulation has continued, resulting in consumers' attitudes toward home consumption are still wait-and-see. Large consumption volume; Secondly, the Dragon Boat Festival is only one month away from May 1st. The consumption volume of May 1st and the vigorous promotion of merchants will overdraw part of the consumption after May 1st; third, the decoration has gradually entered the off-season. In this regard, Liu Yang also said that May 1st and 11th are attractive to consumers because of the continuation of traditional inertia. At present, the Dragon Boat Festival has not reached the height of the holiday economy, and consumers must have a new understanding of the Dragon Boat Festival holiday. .
The impact of the regulation of the property market appears to increase in the second half of the challenge
Entering June, not only heralds the end of the first half of the year, but also heralds the opening of the second half of the year. At the same time, the arrival of June also announced that the home furnishing industry has entered the traditional low season of decoration. So, how did the home furnishing industry perform in the first half of the year? Has the impact of property market regulation on the home furnishing industry become apparent? What do you think of the industry in the next home market? A series of issues have become the focus of attention in the industry.
According to a reporter ’s investigation, more than 90% of the merchants said that the impact of the property market regulation on the home furnishing industry has already appeared. The home furnishing market has fallen by about 30%. Some executives lamented that it was more serious than expected; Some merchants described it as "raising first and then suppressing", taking April as the node, showing a prosperous situation before the festival, and gradually lowering after the festival; as for the "May Day Golden Week", nearly 60% of the merchants said that they did not achieve the desired effect. And compared with the same period last year, there has been a sharp decline.
Based on the performance of the market in the first half of the year, many CEOs are not optimistic about the market trend in the second half of the year. Yin Bo, general manager of Lan Jinglijia, told reporters, "It's not so good, everyone needs to work hard", and sales are expected to be flat or slightly lower than the same period. Yin Bo analyzed that the impact of Guoba Article and Beijing Article 15 on the home furnishing industry has a lagging effect, which will be apparent in the second half of the year, and the total market will drop somewhat.
In the view of Wang Xiaobing, vice president of decoration at present, it is predicted that the home market will have a lot of room for development in the long run, but if it is limited to this year, it is not optimistic about the market trend. Wang Xiaobing analyzed that the impact of the housing market on home furnishing is already obvious, and companies need to adjust their structure in response to changes in the market.
Facing a series of regulated home furnishing markets, there is no lack of optimists. Wang Ke, President of Yaguangya, said that in the second half of the year, the welfare housing, affordable housing and two limited housing of the public institutions will be listed collectively. At that time, huge demand for home improvement will be ushered in, and companies need to actively open up new channels to improve performance. Also holding the same view is Hou Jie, Assistant General Manager of Red Star Macalline Beijing-Shanghai · Southwest Region. Hou Jie said that he will increase investment in marketing, and there will also be a boom in the off-season.
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