In 2012, the home industry was hit by the impact of the market environment. Although it faced unprecedented pressures and challenges, we believe that only the positioning and customer groups should be found. There will still be spring in the “anti-marketâ€.
As an important consumption channel for household products, the store needs to use its attitude and enthusiasm as always, actively forge ahead, innovate ideas and seek development.
Combining features with broad prospects
As the terminal circulation market of home building materials, the store has a pivotal role in the industry. Some store owners said that the market downturn does exist, and enterprises should find their own positioning according to their own characteristics.
The person in charge of the Top 100 International Home Market Department said that the market situation is relatively light now, but only to find the right positioning and customer groups, there will still be spring in the "anti-market". From now to the end of the year, the top 100 will conduct several group buying meetings to offer preferential discounts to specific consumer groups. The top 100 leaders said that the next Christmas and New Year's Day and Spring Festival will be very good sales opportunities.
As the only mid-to-high-end store in Beijing's suburbs, Shunyi Store has performed well since its opening in September, and various brands have also vigorously launched promotional activities. Hu Yuntao, the store manager of Shunyi Store, said that the future development of the home building materials industry in the suburban market is huge. First, the housing prices in the suburbs are much cheaper than those in the urban areas. In addition, with the development planning of road traffic, more surrounding areas Residents choose to spend in professional hypermarkets. Although the overall environment of the home industry is not very good, it is expected that the suburbs will become a battleground for the military in the industry.
Shunyi Store is close to Pinggu and Miyun. It has the advantage of being in a good position. Since its opening more than two months ago, its sales have been better than expected. It is currently responding to and participating in the trade-in activities of the Municipal Commercial Committee. This is also unique in the suburban stores. Shunyi Store will continue The service concept of the actual home, next, will be combined with the actual situation of the consumer group to carry out promotional activities, for example, the same brand and model of products in the stores of the home, in Shunyi store will enjoy special discounts, with more practical actions Develop suburban markets and increase sales.
Based on brand development, steady progress
Faced with the current situation of “cold†market environment, where is the biggest change in the industry? The industry generally believes that “changing business by business†is the biggest change in the industry. Yao Gang, deputy general manager of Ou Pai Kitchen Cabinet Beijing Branch, said that the company's service is the foundation of winning. Ou Pai has always been committed to doing business, and since 2006 it has been promoting the community. So far, the channel has been Very mature, and consumers are very recognized. For the planning of the market at the end of the year and next year, Yao Gang said that it will mainly focus on increasing product categories. Customized wardrobes will become the focus of the future development of the European School. Yao Gang emphasized that the most important thing for enterprises is the ability to do services and the brand. Influence, with a strong brand influence, products will naturally have broad sales channels. Yin Yuxin, deputy general manager of Beijing Oriental Home Furnishings Plaza, believes that at present, when the home building materials industry has not reached “icingâ€, there is a climax in the development of things. When it is good, it is full of confidence. When it is not good, it should be more confident. As an important consumer channel for products, the store needs to adopt the attitude as always, and take the lead, because each of our actions and attitudes affects the development of the industry.
Deep cultivation is the key
As a member of the home furnishing industry, the decoration company will not only be affected by the big environment, but also the particularity of its own service content will affect the performance of the performance. For example, the decoration will be affected by the weather and the busy season. Wang Xiaobing, executive vice president of the current decoration company, said that since November, the volume of home improvement has indeed decreased. The reason is that due to the arrival of the heating season, the heating facilities of some houses are not easy to change, which brings disadvantages to interior decoration and house renovation. . However, it is not good to represent the future. After July this year, the real estate transaction volume has increased. The corresponding decoration demand will be released in March and April next year. I believe that the market next year should be good. For the end of the market, the recent delivery The owners of the new homes and the owners of the affordable housing hope to move into the new home before the Spring Festival. These are the target customers.
In the downturn of the market, merchants have taken the market for a larger share, and spent a lot of thoughts on the promotion methods. The marketing methods are full of tricks. At present, more marketing methods are used to enter community activities, blast marketing, and affiliate marketing. The way has achieved a certain degree of influence. In this regard, Wang Xiaobing said that in fact, the activities in the community have been popular in the industry a few years ago. What is different from the past is that enterprises are now making more detailed and demanding consumers. I have a deeper understanding of it, and it is most appropriate to describe it with deep cultivation. Everything has its two sides. In adversity, it can stimulate deeper potential. "Winter" is coming, will spring be far behind?
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