March home into the sales season just need to release the market steady and rising

Lunar New Year's Day, many home furnishing companies started the first marketing campaign this year, and also set a new year's work goals. Next, the upcoming “3·15” is a major sales node in the industry, and most of the brand's promotional activities have begun. The industry believes that the home market after the new year will become hot, but the continued property control measures may make the heat can not rise.

The peak season is coming "3·15" into the first battle of water test

With the advent of March, the spring decoration season is about to begin. The March 8 Women's Day and the “3·15” and other festivals will take turns, allowing the major stores to start the promotion without stopping, and try the market temperature.

Red Star Macalline launched "Wang's Feast" in March, using the 10th store of Jinjin as the selling point, and continued to buy and sell promotional cards; the home is focused on deep-rooted services, and officially will be "three guarantees" in March. The service period has been extended from one year to three years; and Bohai Sea has also launched a “Cash Direct Reduction of 50 Yuan to 500 Yuan” for the “3.15” of this year.

Ren Yi, director of the planning of Bohai Rim, said that since the new products are only available in March and April, the low-cost processing of old products will be at this time. For consumers, it is a good time to bargain. "In the past years, we will not invest such a large amount of concessions in '3·15'. Due to the market influence this year, we have not only worked hard on the traditional 'May 1' and '11' big nodes, but also invested in other nodes. Last year, two to three times more energy and financial resources to seize market share."

For the home improvement company, as early as the end of February, Ke Yilong, Dong Yi Risheng, Jinchao, Sunshine Litian, and Shichuang Decoration jointly launched the first marketing campaign in 2013. Li Wei, manager of Sunlight's planning department, said: "For most companies, this event is only warming up. Spring is the peak season for the home improvement market. The traditional promotion cycle of '3·15' is coming soon. Many home improvement The company is ready to go."

Just need to release steady and rise

For the home market in 2013, many industry insiders said that the property market policy will not change, but rigid demand has always been and demand is higher than last year, so this year should be "stable and rising." The relevant person in charge of the Tianjin store said that from the passenger flow point of view, this year the market is warming up, no matter a decoration or secondary decoration, the products with relatively high quality can meet the demand. As the rigid demand brought about by the process of urbanization in the country is gradually released, there is still a positive side for the home furnishing industry.

Many home improvement companies also said that rigid demand will become the mainstream demand in the 2013 home improvement market. Yang Yi, director of the current planning and decoration of Tianjin, said: "It can be seen from the activities that the two-bedroom decoration is mainly based on rigid demand. In terms of consumption level, it is felt that the consumer is not so generous. The previous renovation of 11-12 million yuan is now also It can report more than 90,000 yuan. And the proportion of second-hand housing decoration is getting bigger and bigger." Different companies have different coping strategies for this market demand. The current decoration not only brings the characteristic business of the old house decoration to the extreme, but also upgrades the five benchmarks of the fist product to strengthen the overall home concept. The creation of a complete package of defects, the introduction of the "general manager" supervision system, so that the owners can encounter problems with the company's first person in charge, and Sunshine Litian launched a dedicated team of 16 people, will be complex in the renovation Refined to 8 links, so that each link has a dedicated service.

However, some companies have a deeper sense of concern for 2013. They are not very optimistic about the entire home furnishing industry. They feel similar to previous years and are still mainly affected by real estate. The person in charge of a home store told the reporter: "We have registered more than 900 people for an event, about 40%, and about 10% of the number of orders. The number of customers is still a lot, but the rate is not high, I feel consumers. Still waiting to see."

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