The embarrassing Santa Claus, the lush green bonsai, the cute and interesting dolls... There are two weeks, Christmas is coming. Recently, the reporter visited and found that Foshan has a home store has arranged a lot of decorations in advance, the Christmas promotion war is about to kick off. Although node promotions are commonplace for consumers, they are the most attractive way to attract attention and detonate sales. Some merchants have sold out the signage of the year-end promotion, ready to meet the "end of the war" in 2013.
Home store vying for Christmas cake
At this time of the year, the home store began to fall into the sales winter, because each business will start to start a new marketing strategy after the Spring Festival. But in the past two years, Christmas has also become a node for businesses to compete, so that the winter of the home market has a warmth.
On December 5th, the reporter came to the Oriental Plaza in Chancheng and found that there were promotional banners related to Christmas everywhere. Promotional slogans such as "Christmas Big Sale", "Missing Double 11 and December 25" can be seen, and Hung Hom's promotional banner gives the cold winter a little warmth. The reporter learned that since last year, the Christmas at the end of the year has become another promotional climax in the second half of the home furnishing industry.
In the North District of Shunlian Furniture City, the reporter walked into the store and found that many merchants carried out different forms of promotional activities. At the entrance of most brand stores, there are tips such as promotional discounts and bonuses, and special furniture and six-fold furniture have been launched. Some mahogany furniture brands also offer beautiful gifts, cash, and home appliances. The reporter even found that some furniture brand stores also launched a tempting award for “buy furniture and send out the national tourâ€, so that many consumers stop to watch in front of the store.
"Compared with the Eleventh Golden Week, our promotion efforts have increased." Liang Yuqing, Foshan store, said to the reporter, "In the past every winter, the home industry has completely entered the winter season of promotion. In the year, many consumers began to pay attention to Christmas and other festivals, which invisibly gave us the opportunity to promote another business.†The reporter found that many businesses have the same idea, so the promotion of the end of this year is far more than in previous years. Its momentum is not lower than the promotion during the eleventh period.
Worried about the price increase next year
The reporter visited the home textile market of Pu'er Road and found that it is also a promotion. There are many merchants' sales promotion methods that are very eye-catching, and some businesses are nothing new. In Lecong Longjiang “Shili Furniture Cityâ€, many merchants plan ahead and “preempt†customers next year. Wen Zhaofeng, director of the furniture sales of the dynasty, told the reporter that it takes a month to get the goods after the general furniture has been placed. Now that the furniture is booked, it may not be until next year that the furniture can be taken home. "Now, even if the price increases next year, the booked furniture will not follow the price increase, and consumers can get the goods at the same price."
The reporter found that this "prophetic prophetic" promotion means has captured the appetite of many consumers. The reporter learned in an interview that a considerable number of consumers are choosing furniture in advance than the price. "I have to buy it anyway. If I buy it now, I can't save a lot of money. Even if prices continue to rise next year, I don't have to worry about it." Zhou Hong, who is buying a set of sofas, said that this is scheduled. The method of buying and selling goods at a price is still very cost-effective for her.
"From the beginning of this year, in order to sprint the sales at the end of the year, except for the traditional holidays such as Dragon Boat Festival, Mid-Autumn Festival, National Day, etc., Christmas has become a small climax of the home furnishing industry in the second half of the year." Zou Bixiang, a fashion house consultant, told reporters that the overall sales market is cold this year. The traditional holiday marketing effect is not as expected, the merchants must create new promotional gimmicks, "some businesses even create festivals when there are no festivals, such as celebrations, anniversary celebrations, etc."
In the past two months of the Mid-Autumn Festival and the National Day, the Double 11 has ushered in a wave of climax, and consumers are willing to smash the wallet during Christmas? Deng Zhenhua, vice president of Shunde Furniture Association, said before accepting the reporter: "Continuous promotional activities will definitely cause consumers' fatigue. Simple price appeals will hardly stimulate consumers' desire to shop. After the price stimulus lasts for too long, it is no longer possible. It actually has an impact on consumers."
Trend home decoration enters the new year market
The arrival of the end of 2013 means that it is a step closer to the traditional Spring Festival, and the purchase of new products will gradually become the main theme of this period. In this year's new year market, the home furnishing boom continues to rise, and household products have become the new favorite of new year. The era of “pan-annual goods†has arrived, and this is also a major opportunity for home furnishing companies to achieve another peak in performance years ago.
With the improvement of people's living standards, the replacement of "hardware facilities" in the home, new furniture and home furnishings have been accepted by more and more Foshan citizens during the Chinese New Year, and household products are naturally included in the new year list. Therefore, the concept of "pan-annual goods" has been derived.
The reporter's investigation found that a large part of the consumers who purchased the new home goods were to move into the new home buyers who had moved into the new home for the New Year before the Spring Festival. These people generally have large orders, and often buy a set of furniture at one time, including beds, dining tables, wardrobes, cabinets, etc. These consumers account for more than 60%, and many consumers are choosing for the Spring Festival. Buy some new home products, such as buying new curtains or carpets for your home, and add a New Year's atmosphere to your home.
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