Home industry has entered the off-season

Under the influence of the red high-temperature warning, the home industry has entered the off-season. Recently, through visits to many home stores and home improvement companies in the ancient city, it was found that the court was deserted. The person in charge of Hutchison Wanjia stated that the off-season in the home improvement market was affected by various factors. In July and August, the transaction volume was reduced by 40%. It is expected that sales will rebound in mid-September.

In the off-season, the sales volume has fallen into a trend. In late June, the home market gradually turned cold. Many insiders said that with the arrival of July and August, sales volume will decline.

The reporter learned from Hutchison Wanjia that, although total sales are expected to break through 100 million this year, sales in June fell by nearly 20% from the previous month, and sales in July and August are even less optimistic. In particular, sales of furniture and building materials will increase substantially. Falling, at least 40% more than normal months.

Wu Haochun, head of Zoomlion’s home furnishing department, told reporters: “After entering in June, the market has become significantly cooler, with a conservative sales estimate of 40%. Furniture stores have entered the off-season and other stores are basically similar, but high-end brands are affected. The impact will be slightly smaller."

The business of the store is dismal, and the days of decorating the company are also not easy. Longfa Decoration Company official said: "As far as I know, the current home improvement companies in the market are under heavy sales pressure. The order volume is much worse than expected, and it may be reduced by about 30% to 40%."

The reason why the high-temperature days are off-season is mainly due to the propaganda department of Daming Palace of the North Third Ring Road. Among them, high-temperature weather has become the biggest obstacle to the owners' purchase of household products. Mr. Wang, who is currently renovating, told reporters: “I ran around home improvement and construction materials businesses at the beginning of the year. By the end of May, the materials I bought had basically been selected. We built the decoration in advance to avoid the high temperatures in summer and not to mention workers under high temperature. We don't work well. We can't do a good job of supervision."

In addition, many building materials manufacturers also said that another reason for the home improvement and construction materials market entering the off-season is that in recent months, the number of commercial housing transactions has been relatively low. “In the first half of the year, the delivery was mainly in March and the second half of the year was mainly in September. In the first half of the year, the decoration was selected before June. The decoration in the second half of the year has not yet been submitted, and the decoration intention is not very prominent. Citizens who assemble and purchase furniture will increase from September onwards,” said the head of Haichuangyibang. In addition, as early as “3·15” and “May 1st,” various group purchases and bargaining will be performed in turns, “come and send”, “gifting gifts”, “extracting red packets” and “supplying cash”. There are endless promotions, crazy promotions have been eating a lot of market share in July and August.

In order to avoid the high temperature, the promotion of night market promotions, however, many stores or decoration companies have said that although they have entered the off-season, they will never be overdue and must rely on a variety of promotional methods to increase sales.

Fengguang Infinity Marketing Department official said: "Since consumers are afraid of the heat do not want to go out to buy, then we take the initiative to attack. Since entering the summer, we have reduced the previous visit to the store buy activities, launched a team into the community for group purchase activities; Consumers are afraid of the heat can not see the progress of the project, we call the owner every day, send MMS to report the decoration situation."

Not only did the decoration company put a lot of thought into it, but the local home stores also started to prepare for "night market promotions." Daming Palace, head of Daming Palace Building Materials Furniture City, said that the store of the Daming Palace Building Materials Home Group will take the opportunity to carry out evening special sales activities so that consumers can avoid hot days and come to the evening to purchase easily.

In addition to Daming Palace building materials home city, the reporter learned that the two stores of Red Star Macalline, Hutchison Wanjia, Pearl Home and other large stores have said night market promotions will be launched, consumers may wish to take the opportunity to shot.