As the year comes to an end, it's also the final chance for companies to boost their sales performance. The competition is fierce, and price cuts from various furniture manufacturers are inevitable. While meeting the demand for affordable products, brands are also focusing on increasing brand awareness through their promotional campaigns. A new wave of promotions in the home furnishing industry is about to begin, with major stores, brands, and home improvement companies all aiming to capture consumers' spending power at the end of the year.
Notably, this year’s promotions have started earlier than previous years, especially compared to the Christmas and New Year’s Day events. The “Double 12†shopping festival has further enhanced online and offline interactions, making the promotional strategies more diverse and dynamic. Industry analysts believe that despite the strong consumer demand, the market remains highly competitive, and early sales are also a strategic move to secure business before the end of the year.
At the end of the year, many retailers are launching "early stage" promotions. For example, Red Star Macalline began its final round of year-end promotions ahead of schedule after holding the "Love Family Day" event. According to Wang Wei, vice president of Red Star Macalline, this event is just the beginning, with more active and targeted marketing planned for Christmas and New Year’s Day.
In mid-December, major stores and brands will also launch their promotions one after another. Jimei Home Furnishing, for instance, is running an online "Double 12" shopping event, while Cheng Wai Home Plaza is holding its last big promotion of 2013 from December 14th to 15th. Many brands have already started promoting their products ahead of Christmas, extending the promotional period throughout the entire month of December.
Online and offline integration has become a key feature of this year’s promotions. The “Double 12†event has attracted significant attention from home furnishing brands. Jimei Home Furnishing is offering special deals on furniture and building materials through online rush buying. Lanjing Lijia Home Plaza has launched a dedicated coupon page on its website. Yin Bo, general manager of Lanjing Lijia, mentioned that they are engaging with customers through social media platforms like Weibo and WeChat. Similarly, Red Star Macalline is using digital channels to promote its brand during these events.
The involvement of e-commerce is seen as a growing trend in the industry. Qin Zhanxue, executive vice president of the China Building Materials Circulation Association, believes that while e-commerce won't dominate the market entirely, it will continue to play a significant role. Traditional home stores integrating e-commerce are expected to have better growth opportunities than pure online retailers.
Some store owners are also focusing on late-season decoration products. Liu Yang, general manager of Chengwaicheng Home Plaza, said that the warehouse will be opened at the end of the year, with some inventory sold as limited editions, sometimes with discounts over 50%. These promotions are considered a big opportunity for consumers looking to buy small furniture or soft furnishings at reduced prices.
Furniture stores typically see more foot traffic than building material stores. At Red Star Macalline’s East Fourth Ring branch, areas such as upholstered and panel furniture are well-populated with shoppers browsing products. In contrast, building material sections like sanitary ware and wallpaper have fewer visitors. Mei Xuhang, operations director of the Home Group, noted that most end-of-year buyers are looking to fill gaps in their homes, making furniture, lamps, and other decor items ideal for this season.
Home improvement companies are also running frequent promotions with year-end discounts. Jingcheng Decoration, for example, is offering free appliance replacements and price protection for home appliances until the end of December. Some companies are using pre-booking models to attract customers, guaranteeing no price increases in the coming year. This strategy helps both consumers and businesses plan for future renovations.
According to Ji Yong, marketing director of Dongyi Risheng Beijing Branch, many consumers choose to book renovations now due to rising labor costs and material prices. Jiang Hong, general manager of Jingcheng Decoration, added that booking early ensures better scheduling and avoids labor shortages after the Lunar New Year.
Finally, the end of the year is also a peak time for furniture brands to run their strongest promotions. Suzhou-based furniture brands, such as Yihua, Qumei, Baiqiang, and Gujia, are offering major discounts to clear inventory and prepare for new arrivals. Shi Lipeng, store manager of Yihua Home, said that these large-scale promotions help clear backlogs and improve annual performance. Wu Nanni, vice president of Qumei Furniture, emphasized that the goal is to enhance brand image by letting consumers experience and purchase Qumei products.
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