During the National Day, vigorous promotion and various activities brought a lot of popularity to the big stores in Beijing, or there was a long queue, or a crowd of people, which seemed to be a "boom." However, after the National Day, many brands said, "The number of passengers looks great, but the number of orders and the amount of orders has reached an unprecedented low. The winter of the home furnishing industry has arrived."
In the "Eleventh" Golden Week just passed, the long-awaited "hot sale" did not appear in the home market, but a wait-and-see situation of "seeing more and buying less" was presented, and sales of most brands fell by about 30% year-on-year The reality is better than a head start, waking up everyone's long vacation Nuggets dream.
During the National Day, vigorous promotion and colorful activities brought a lot of popularity to the major stores in Beijing, or there were long queues or crowds, which seemed to be a "boom." However, after the National Day, many brands said, "Customer traffic looks not small, but the number of orders and the amount of orders has appeared unprecedentedly low." More insiders said that the winter of the home furnishing industry has arrived.
Faced with the status quo, some people will inevitably lose confidence in the development of the industry, and they are also quite confused about their own trends. What problems will the centralized adjustment of the upstream industry chain bring to the home furnishing industry, and when will the industry pick up? In this regard, Liu Chen, secretary general of the Beijing Market Association Home Furnishing Branch, said that this round of regulation will be limited to half a year, and the "May Day" market will definitely pick up next year at the latest.
â— The lack of consumer demand hinders the development of brands
The home industry faces the ultimate test
The overall sales situation is poor, most notably in July and August. This market situation before the holiday has made many businesses full of expectations for the National Day holiday. Although they know that it is impossible to achieve the "hot sales" in the past, at least they can take advantage of each Such activities and promotions stimulate the market and add value to this year's performance. However, the sales figures of the home improvement industry dropped by about 30% year-on-year, the construction materials industry dropped by about 40% year-on-year, and the furniture industry dropped by about 40% year-on-year. The bleakness of the market stems from the centralized regulation of the real estate industry. Is the homogenization of home furnishing brands becoming more serious or is the decline in consumer desire and purchase power?
In this regard, industry insiders all said that the real estate industry that controls the prosperity of the home furnishing industry continues to adjust, resulting in the upstream industry chain breaking is undoubtedly the most important factor in this "cold snap". Compared with last year's economic crisis, everyone had different views on whether the industry has entered the winter. This time, the author got almost the same opinions during the inquiry-consumers' lack of purchase demand, long-term poor sales conditions and brand development encountered problems. It has become an indisputable fact, and the situation may be worse in the second half of this year and even the first half of next year. The home furnishing industry is experiencing the most difficult time in more than a decade.
â— Cold market triggered industry introspection
Zoom in to prepare for "long-term battle"
No industry can be "one hot to the end". Compared with the hot state in the middle stage of development, the difficulties in the home industry in recent years are undoubtedly a process that must be passed by an industry to a certain stage. Perhaps after seeing this, the crisis can also become Turnaround. It is understood that many businesses are facing the recent "cold market" and are prepared for a "long-term battle" while under extreme pressure. They clearly know that the development of muddy waters and the avoidance of weight are simply a dead end. You must clarify your own advantages, abandon homogeneity, and make your own characteristics.
Jin Bo, deputy general manager of Qingzhou Decoration Beijing Home Improvement Development Center, said that large-scale internal inspection, adjustment and research and development of energy-saving and environmentally friendly products will be the focus of the second half of the year, and the current situation of the market that is not hot just gives them more time and determination; Dong Xiaojian, marketing director of New Zhongyuan Ceramics Beijing, said that the opening of the new store, strong capital, complete product line, competitive prices and continuous publicity will help them overcome the difficulties; Wen Shiquan, chairman of Yifeng Furniture, said that the brand structure adjustment and Product refinement is a must. Perfecting and upgrading panel furniture is Yifeng ’s plan for the second half of the year, and next year will focus on the development of solid wood and upholstered furniture; Peugeot Furniture ’s vice president and general manager of marketing department Zhu Guangyu believes , The suspension of expansion plans, efforts to do a good job in channel construction and continue to improve various products are the top priorities; and Bai Jianfeng, chairman of Elvis Furniture, believes that enriching channels, doing specialization, identifying brand differentiation and absolute core competitiveness will Become the best way to fight.
â— This round of indifference will last for half a year
"May Day" market is about to pick up next year
As a real estate downstream industry, furniture companies are really passive when faced with market regulation. On the one hand, they expect effective regulation to open up a new situation for the future market; on the other hand, they are also afraid that the unexpected market will lead to Give enterprises more pressure. When will this cold period last? In this regard, Liu Chen, secretary general of the Beijing Market Association Home Furnishing Branch, believes that this wait-and-see period is limited to half a year, and the May 1st market will pick up next year at the latest. And many businesses should also take this opportunity to introspect how to get out of the serious road of homogenization, and think about and find the core competitiveness of the brand.
Although they are struggling with the unsatisfactory market status quo, many merchants still rationally believe that this round of adjustments will tend to be benign, and the ultimate profit will be consumers and competitive enterprises. If-> housing prices do not come down, the transaction volume will not go up, and the funds that can flow into the home market will become more and more limited, and there will be no way to develop for a long time. The one-year cold period brought about by the real estate adjustments on the one hand can promote the survival of the fittest in the home circle, and eliminate brands and products with low cost performance for consumers; on the other hand, it also virtually makes consumers have more in the future. You can do two things with energy and money to buy your favorite home accessories.
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