Promotional activities attract home furnishing companies to shorten the gap in the off-peak season

Indeed, from June onwards, the promotion activities of home decoration market decoration companies before and after the launch are not small, and at the same time, some large stores have launched similar "cool shopping" promotional activities. The reporter learned from Red Star Macalline: "Under the fierce business competition, the importance of merchants in the off-season has increased significantly, especially in the past two years, the promotion efforts in the off-peak season have little difference."

Consumers understand this very well. Ms. Zhao, who chooses the bathroom, thinks this way: "I think that there will be fewer and fewer consumers who join in the busy season, because the merchants' promotion activities are one after another, we don't have to wait for the peak season promotion before buying. Speaking of it, I bought the floor during the 315 promotion this year, but the sales staff assured me that if any sales price is lower than the price at the time of purchase within this year, they will refund the excess amount free of charge, and , They guarantee that there will never be a lower price. Now that in the past five months, I have indeed not found any more preferential activities, including such a large promotional node as May 1, the discount is still the same as 315. "

High-quality environmental protection becomes the focus of promotion

Although the promotion in the off-peak season is not obvious, the seller still has the buyer's pulse, knowing that high-quality, environmentally friendly building materials and home improvement are what the owner wants.

Nowadays, the owner has more control over the decoration. The reporter found in the interview that consumers will do enough homework before decoration, especially the choice of building materials, which is very picky. The vast majority of the respondents said that during the decoration stage, regardless of whether they accept the building materials provided by the home improvement company, they will take the initiative to go to the building materials market to understand the market. A small number of people said that they would buy building materials in person or some of the main building materials.

The reason why consumers gradually "passively become active" lies in the requirements for building material quality and environmental performance. According to a survey of 100 owners on a website, 54% of the survey participants paid attention to the quality of reconstruction materials, and 29% of the survey respondents believed that environmental protection performance is the most critical. 13% of the survey participants believe that the brand dominates their choice of building materials. At the same time, the survey of the deciding factors for choosing a home improvement company shows that only 2% of the survey participants put the price as the first factor in choosing a home improvement company, and 75% of the survey participants believe that quality is the key to selecting a home improvement company. Another 22% of the survey participants chose the word-of-mouth of the home improvement company as the key to their choice.

This shows that it is no longer easy for building materials dealers or home improvement companies to rely on traditional promotional models and attitudes to win consumers.

In addition, individual home improvement companies should have re-examined the current market demand, and the attempt to attract consumers with ultra-low-cost promotion is no longer effective. Just like the merchandise that the supermarket is bound to promote, although the gifts can attract a moment's attention, the consumer always values ​​the product itself. No matter how low the price of decoration companies is, and the fancy gifts are not as good as the excellent engineering quality and environmentally friendly living environment.

Recognition of community stores has improved significantly

In addition to growth in sales through promotion, merchants of all sizes have opened "community stores" to facilitate consumers, and the recognition of "community stores" has gradually increased.

Ms. Jia told reporters: "A decoration company downstairs was chosen during the renovation. On the one hand, the company is a brand enterprise, which is reassuring. On the other hand, it is for convenience. It turns out that it is indeed very convenient. What is in the decoration? Question, I went directly downstairs to communicate with the designer, saving a lot of time. "

A person in charge of a decoration company told reporters: "The purpose of opening a branch under the real estate is to facilitate the owners. In the past, many owners lived in Qujiang, but they had to go to the high-tech or Hanguang door to communicate with the designer. In this way, the designer and the owner It will be very troublesome. Now that Qujiang has a branch, it solves this problem very well. The owner is also very satisfied. "

The gradual emergence of "community stores" was still in a debate period at the end of last year, but it was quickly recognized by most consumers. I believe that home improvement companies that taste the sweetness will also expand accordingly and increase the cost of "community stores." ". However, it cannot be ignored that there are limitations in community stores. The vast majority of "community stores" do not have much inventory. Consumers still need to go to larger flagship stores to select materials. "Community stores" can only serve pre-sales and after-sales. How to further improve the service functions of the service to avoid shortcomings.

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