National Day furniture market big guess, Golden Week promotion frequency "bright sword"

According to industry insiders, the overall performance of the home market this year is not satisfactory. The peak season of “Golden September and Silver 10” is not as violent as imagined. For the merchants, the National Day Golden Week has become the best time for the decisive battle market to “turn over the market”. Therefore, the home shopping malls and brands have “swords”, which have given high hopes to the upcoming National Day Golden Week, and the highlights of the upcoming season and the National Day promotion are frequent. For the consumers who are ready to decorate, in addition to the preferential attraction, there is plenty of time for the National Day Golden Week to run the decoration company and visit the building materials store. Therefore, this golden week, the merchants and the owners have their own expectations. The pre-holiday market discussion: "The price rises or does not rise, the price is there." Recently, the statement about the price increase of household products before and after the "11" has come to the forefront. Some insiders even predict that after the "Golden September and Silver 10", enterprises will gradually adjust. high price. In this regard, the reporter conducted a certificate to the well-known furniture and building materials brands in the industry. Most merchants said that there is no plan to adjust prices before and after the “11”. The "price increase" statement before the advent of the promotion season does not exclude the smoke bombs released by some merchants to enhance sales. Not far from the National Day holiday, news about the price increase of household goods before and after the "11" has already appeared. However, after interviews, the reporter found that most brand companies denied the price increase before and after the National Day. It is understood that home furnishing companies generally adjust prices at the beginning of each year or around May 1st. For example, in April of this year, companies such as Boyimumen and Xinzhongyuan Ceramics indicated that they would raise the price of some category products in May. Wang Ke, CEO of Yaguangya Decoration Group, said that many home improvement companies and furniture companies have raised their prices in the first half of the year. However, this year's home industry is in a special situation, and the consumer market is shrinking. "The industry's environment has determined that during the National Day of the National Day, companies cannot rely on price increases to make a profit." When most companies deny price increases, a few companies admitted that they would raise prices after the 11th holiday. Wen Shiquan, chairman of Yifeng Furniture, said that after the property market regulation, the home market shrank a lot, and the reasonable profit margin of furniture companies was squeezed smaller and smaller. The current market price is difficult to support the operation of enterprises. After the National Day, Yifeng may raise the price of the product by 5 points. Fan Wenjian, general manager of Shiyou Floor Beijing Co., Ltd. also revealed that in the face of inflationary pressure, some flooring companies have decided to raise the price of products by about 15% after the National Day. However, some insiders said that there is no shortage of news that the company will release the price increase before the arrival of the large-scale promotion season, so as to attract the flow of tourists. Since consumers are more sensitive to price than in previous years, companies claim that they are about to raise prices, or will encourage consumers on the sidelines to make firm purchases, which will help sales more or less. The home store "retrofit", imported furniture needs to "identify the real body" "After Da Vinci accident, we have become accustomed to the voice of consumer doubts." A well-known Indian brand furniture store manager told reporters that all the furniture in their store are Imported from India, not only raw materials from India, but also hand-made in the local, so consumers must wait at least 50 days to receive the goods after booking. In order to dispel the reporter's doubts, the store manager took out the certificate of origin and other relevant information for the reporter to check. "We understand the mood of consumers now. After all, these furniture are expensive, and no one wants to buy a fake back to look at the trouble." The store manager said that the Da Vinci incident has brought a lot of imported furniture sales. The impact of their store's passenger flow is 20% less. Recently, the reporter visited the high-end home stores in Beijing successively, and found that the brands clearly indicate the origin, main materials and prices of the furniture on the signs next to all the furniture. Although the names of some brands seem to be full of flavor, a careful look at the signs will reveal the production of “somewhere in China”. For those imported products that cannot be "identified", the store has been temporarily removed. Subsequently, the reporter entered a number of European and American furniture stores as consumers, and asked about the origin and materials of the goods in the store, the sales staff can make a detailed introduction. Even for goods that are separate from the bed and the mattress, the salesperson will separately introduce which part of the product is imported and which part is produced domestically. It is noteworthy that the customs declaration originally used to prove the identity of imported furniture has lost its effect in the large-scale home store after the exposure of Da Vinci furniture “Customs Day Tour”. The reporter asked for relevant certificates several times, and the salesperson immediately took out the certificate of origin and the quality inspection report. The administrator of a large home store in the North Fourth Ring revealed to reporters that the Da Vinci incident caused a lot of shock in the industry. All major home stores have rectified the imported furniture in the store at the first time, requiring imported furniture brands. It is necessary to present the relevant information such as the description of the origin, whether it is pure import or some domestic manufacturing, it must be clearly marked with the origin, and if it can not be proved, it will be removed. Before the Golden Week, high-end furniture lowered its stance, and they changed their "close to the people" route. According to the practice of previous years, many high-end furniture brands have long been in the market, but many furniture companies still feel cool in this year. Undoubtedly, the introduction of the property purchase restriction policy and the decline in the property market volume have brought some inevitable shocks to the home market, and the Da Vinci incident has also cast a shadow over the high-end furniture market that was not calm. When the reporter visited the high-end furniture store, I saw that although the large-scale promotion activities were being launched, the store business was still deserted. Apart from a few scattered staff, there were very few consumers coming to purchase. A set of furniture bearing "Milan furniture exhibits", although it is a substantial price cut, still no one cares. An industry insider who asked not to be named told reporters that due to bad business, Gemei's business situation is currently in jeopardy, and employees are losing a lot. Even if the new store is opened in Wuhuang Road, it seems that it does not help. Some high-end furniture urgently search for a way out under the "internal and external troubles" situation, adjust the marketing model, and start the "ice-breaking trip." Unicom International Home has changed from “sitting business” to “trading”. Since the beginning of this year, it has been operating channel sales, gradually entering various high-end residential areas, reducing operating costs from various aspects, lowering product prices, and allowing consumers to buy high-end products at civilian prices; As one of the few local furniture stores, St. Jue's home design custom brand, forming a competitive feature in the local high-end customization, providing consumers with professional, cost-effective consumer demand; the Royal nickname is now undergoing internal adjustments and launches Butler service, forming a differentiated competition with other furniture stores; Henry, who has been in the independent store model before? Dai invited consumers to visit the factory headquarters in Shenzhen nationwide to enhance consumer brand trust in the interaction; Fuyi Home is also undergoing nationwide renovation and upgrading, approaching consumers with a new storefront image. According to industry insiders, in the current complex market environment, all major brand enterprises in the high-end furniture market are faced with various opportunities and challenges. There are still many variables in the future, and the brand is well-established under the premise of continuously meeting market demands. Self-construction is the king of market competition. The business is full of strength, all kinds of promotional activities are ready to send "Golden September and Silver 10" has always been a good time for merchants "gold rush", so as soon as September, all major furniture stores have launched various promotions, such as the audience 8.8 fold, Send a gift package, sample furniture specials, etc. As early as the Mid-Autumn Festival, many home building materials businesses are gearing up, such as holding signing conferences, opening discounts, anniversary celebrations and other promotional activities, wanting to use the Mid-Autumn Festival to launch the "Golden September and Silver 10" first shot, but most people in the Mid-Autumn Festival are busy reunion, looking forward to National Day Due to factors such as the promotion of the Golden Week, the sales of major stores and stores did not appear to be imaginary, and at most the weekend was peaceful. At the moment, the National Day Golden Week is coming, the merchants are more rugged, and they have come up with an annual discount to prepare for the final battle in October. The home building materials consumption spray well will break out during the National Day Golden Week. Since September, various major furniture stores have launched various promotional activities. Such as the audience 8.8 fold, send a gift package, sample furniture specials. According to the owner of some furniture stores, there are many people who have been married in the “Eleventh”. In order to dress up their new homes, more and more people are buying new furniture this month. Compared with previous years, this year's furniture market sales decline, industry analysts believe that the most important reason is that consumers have a wait-and-see attitude towards the real estate market, affecting the furniture market. In order to make a turnaround in the "Eleven", many businesses have launched various promotions. In a furniture store in Longkun South Road, a person in charge of the counter said that compared with previous years, the market appeared weak this year, and furniture sales fell a lot. Referring to the reasons, the person in charge said that there is a certain relationship with the downturn in the property market, and the competition in the furniture industry is also an important reason. Referring to the upcoming National Day, he said: "In one year, when the furniture market is the hottest, it is also "May 1st", "Eleventh", New Year's Day, shopping malls and manufacturers have profit-making activities, hoping to make a turnaround. Most consumers are waiting to see the attitude, waiting for the National Day holiday discount. According to the owner of some furniture stores, there are many people who are married in the “11th”. In order to dress up their new homes, more and more people buy new furniture this month. However, compared with previous years, the sales volume of the furniture market has declined this year. The industry analysts believe that the most important reason is that consumers have a wait-and-see attitude towards the real estate market and affect the furniture market. Recently, the author visited and found that many owners use the weekend to go to the building materials store to do their homework. Most of them are sincere and have a plan to compare, but the intention to place an order is not too high. "Don't worry, there is time to visit the building materials store on the weekend. First understand the market, compare a few more, and believe that the National Day Golden Week, businesses will have more powerful promotions." Miss Li is buying a bathroom with her boyfriend Tell the author. It is understood that many consumers hold the same wait-and-see attitude as Ms. Wang, and believe that National Day Golden Week has the strongest promotion. If it is not a non-buy product, or willing to wait until the National Day Golden Week to buy. “My friend bought the building materials needed for the decoration during the National Day promotion last year. He compared it. It is really very affordable. He also won the air-conditioning award. This year, my decoration is also going to be shot when the National Day concessions are the biggest. Now the price is rising. It’s a bit of a savings.” Miss Chen, who is working on the renovation, said. Industry insiders reminded that the biggest attraction of sample furniture is the price. Don't be confused by the comparison of the specials on the merchant label. It is best to compare it with other similar furniture to judge whether it is really affordable. At the same time, when purchasing samples, you can ask if there is any new goods. If there are several stocks, it is not excluded that the merchants are selling in the name of “samples”. In fact, there is no discount on the price. Moreover, it is recommended that the consumer select a sample and make a mark in the concealed place, and agree with the merchant how to deal with the missing mark. After delivery, the quality of the sample and the mark should be carefully checked. Don't be busy signing the acceptance. Some consumers are afraid that the price will "come really come", and the crazy snapping has become a recent scene. The popular word in the home market is "If you don't know that the furniture will soon increase in price, then it is really OUT", some furniture companies It has been said that with the continuous increase in the price of building materials, the large-scale price increase of furniture will come at the end of the year or early next year. On the other hand, some consumers are afraid that the price increase will “come really come”. It is wise to sign the order when the price increase has not yet arrived. It is understood that in the current market, the psychology and behavior of consumers It’s not uncommon to be called “the last madness” by some people. The person in charge of the overall cabinet of the Golden Cabinet said that in fact, some consumers have taken action. The recent group buying meetings held by the Golden Cabinet were hot, and the number of participants was slightly higher than before. The enthusiasm of group purchasers for signing orders has also increased. 'The main reason is that they are afraid that furniture will increase in price soon. Gold cabinet products have not yet increased prices, of course, even if the price increases, our products still have obvious cost performance advantages. 'The person in charge of the gold cabinet company said. Consumers who signed the order at the gold cabinet group said that signing a custom furniture contract now will save a lot of money after the price increase. When the manufacturers increase their prices, they are not afraid, 'eat a reassurance'. It is understood that in some decoration building materials market, the number of consumers who went to consult has increased. Many consumers said that they should set up furniture before the price increase of furniture. Their behavior is considered to be the 'last madness' staged before the furniture price hike. Suggestion: Rationally look at the "price surge", to save money, and consumers can understand

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