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Nanjing home market is flat and has five highlights
Throughout the first half of Nanjing's home market , although it tends to be dull, there have been many new changes in the home market, which has put a color on the dull home market.
Promotion war
As long as it is a holiday, as long as the weekend, home stores, building materials and decoration companies have overwhelming promotional offers, which is a common impression of this year's decorators.
Summary In the first half of 2012, the sales of home stores can be said to be tepid. Although the sales volume is not as good as the traditional promotion node, the preferential strength is not as big as the traditional node. However, the festivals such as Mother's Day and Qingming Festival are not the time of the traditional promotion time. They also become the time nodes for the activities of this year's stores, and there are basically different promotions every weekend. activity. How to gather popularity and increase sales in the off-season market has become a proposition for thinking about various home stores in Nanjing. In addition, in order to seize market share in advance, when encountering traditional festivals such as March 15 and Labor Day, it is obvious that the stores will carry out promotion in advance. For example, the 3.15 discount, some stores have already played some preferential policies as early as February 23.
In addition to the higher frequency of store activities, several chain stores have become a new trend. The person in charge of a store told reporters: "In the past, the store's three-store linkage will only be on May 1st, 11th, etc. The node will only proceed. Due to the market expectations for this year, our store has made some adjustments this year. The store offers are not only more powerful, but also more abundant in form. The linkage of its stores will continue to be displayed in the form of "combination boxing". â€
Precision marketing
When the monthly “disastersâ€, such as discounts and full reductions, become the conventional means that makes consumers commonplace, when they are applied to the limit, the ability to attract people to drive consumption will inevitably become weaker. So in the first half of this year, some precision marketing methods appeared in the home market.
The high-end home brand enters the middle and high-end community group purchase; before the real estate delivery, the decoration company releases the new apartment full-family design plan; for the consumer's shopping habits, some industries hold group marketing...
In the first half of this year, the accurate marketing of the group has become the killer of the home industry. In the off-season, the target cell is locked, and the home products are directly sent to the door of the owner, and the preferential strength is not lost to the big nodes such as May 1st, which is currently popular.
All inclusive
"Renovation Package", "Big Encyclopedia", "Menu-style Hardcover"... The new model of these home improvement is actually the all-inclusive mode. The reporter found that the decoration market, which has been dominated by semi-package repairs, has spurred the all-inclusive decoration trend in the first half of this year.
“There is no doubt that all-inclusive will become the mainstream consumption method in the decoration market.†According to industry insiders, this is not only the demand of consumers, but also simplifies the cumbersome home decoration and saves trouble. At the same time, this is also the demand of home improvement companies. Because there is no profit at the time of simple decoration construction, the decoration company can't wait to gain profits by integrating the procurement of main materials and maintain the operation of the decoration company.
It is understood that in the first half of this year, many home improvement companies in Nanjing have undergone transformation. Many decoration companies with half-packages have opened up all-inclusive business this year. The decoration companies that have been the main all-inclusive model have already reached the ratio of all-inclusive and half-packages. : 3, and constantly improve and subdivide in the all-inclusive mode, such as the package mode of the creation of decoration, face-to-face "big all-inclusive" mode, to provide customers with more decoration convenience.
Against the market
This year's home market, some building materials brands to shut down some stores to avoid the cold, but surprisingly, there are many building materials brands and decoration companies that opened stores this year.
For example, in the second half of this year, Shichuang Decoration, which has just arrived in Nanjing, plans to open three more stores in Jiangbei and Jiangning in Nanjing. Currently, it has been selected. Zhibang kitchen cabinets are recruiting agents on a large scale. Thousands of stores; Nanjing Zhengda Shimu whole cabinets just opened in Wanda Golden Street. Back in April, the wardrobe brand Bokman opened at the Kazimen Red Star Macalline, and the poetry Cornini cabinet brand opened in Red Star Macalline...
These newly opened building materials brands and decoration companies, in addition to some brands such as Zhibang kitchen cabinets are national layout, most of them have just entered the Nanjing market, or only one or two stores in Nanjing.
Service upgrade
Whether it is a home store or a decoration company, this year's main focus is on services. The "off-season practice" has been widely recognized.
It is understood that there are some building materials enterprises that pay attention to community customers. There are more than 20 sales people in the community. “These people are also responsible for the sales of more than 10 communities. By mining community customers, many owners have become our intended customers when they first took the house. After that, the sales staff of the store will continue to follow up the service and wait for the discount. At the time of the event, the intentional customer will be notified to sign the order.†The industry insider said, “We also have a fixed free on-site inspection and maintenance service every year to ensure that our customers are satisfied with our service. This way, we save a lot of things for our customers. It is also 9 times higher than the traditional pinning mode."
“Although the market in the first half of this year is relatively light, there is also a market in the off-season. At this time, most of them are just consumers, and they pay more attention to the price and quality of the products. Grasping this part of the consumer just needs the off-season will not be too sad.†Say.
Price reduction promotions, increased discounts and group purchases are the tools used by various building materials companies to fight off-season markets in the past years. Due to market influence, the situation of large-scale price reduction promotion this year may be difficult to reproduce.
“There is only the off-season thinking, there is no off-season market.†The off-season may mean a decrease in the number of consultations, but the total market volume will not change. The more off-season, the more companies must continue to innovate, adhere to the characteristics of management and differentiated operations, in order to infect and impress consumers. Building materials enterprises from the community channels to find ways to increase the expansion of community customers, the tentacles to the surrounding cities, to expand the scope to find market demand is also a good way.