59% even more recognize traditional holiday ornaments
In this survey, 40% of the surveyors will add special “props†to the room on the coming Christmas, while 59% of people pay more attention to traditional Oriental festivals such as the Spring Festival and Mid-Autumn Festival More generous.
Xiao Zhang, who is engaged in IT work, said that he planned to decorate the house a little and change the environment of the living room at Christmas. However, the Spring Festival is “not so simpleâ€. .
In this regard, people in the industry said that compared with Western holiday ornaments, people more recognized traditional holiday ornaments. Overall, the holiday jewelry market is also expanding year by year.
77% of the holiday jewelry budget is less than 500 yuan
People are becoming more rational in their spending on holiday accessories. In the survey, 77% of the investigators are only willing to spend 100 to 500 yuan to decorate the room, and only 10% of the investigators have a budget of more than 1,000 yuan.
In the store that sells Christmas ornaments, the reporter found that there are many kinds of "small pieces" of decorative Christmas ornaments, and the prices are relatively affordable. A budget of about 500 yuan can probably buy two or three pieces of holiday ornaments.
81% prefer compact and practical products
Judging from the survey, large ornaments that were very popular in the past years are not popular anymore. 40% of the respondents are willing to buy small and medium-sized accessories such as reindeer trolleys, Christmas wreaths, bells, Christmas walking sticks, and lanterns, and 41% of the respondents are more interested in practical products such as candles, tableware, tablecloths and other tableware.
Christmas decorations such as Christmas trees and Santa Claus have begun to flow into commercial channels. Exquisitely decorated Christmas trees can be found everywhere in many office buildings and shopping malls. However, in personal rooms, only 19% of people are willing to buy these large items. Ornaments to decorate Christmas.
43% will keep the jewelry for long-term use
What should I do with the holiday ornaments bought after the festival? In the survey, 43% of the respondents said that they will always put the ornaments in the room for decoration, 41% of the respondents will continue to place them for a period of time and then put them away for the next use, and 16% will Throw away or give away.
Miss Liu, who likes to buy small accessories, often goes to the store to buy discounted holiday accessories during the holiday season. She said that many holiday accessories are currently very exquisite, even if it is not a holiday, it can be well decorated indoors effect.
Market Watch --------
Merchants start a promotional battle in advance
This year's Christmas, many merchants expressed optimism about the market heat. Peng Zuojun, manager of the market department of IKEA Beijing Store, told reporters that due to the particularity of Christmas, Christmas jewelry consumption is still a niche market, mostly young people, Beijing Christmas The main activities during this period were not centered on home, the time was relatively short, and the demand for accessories was limited. However, he also found that demand in this part of the market has increased significantly in the past two years.
Peng Zuojun said that the festival market has been on the rise in the past few years, and this year is the first year to survive the economic crisis. The market should have a good performance. In order to test the market's coldness and heat, IKEA has started a month in advance Pre-sale Christmas ornaments.
The reporter saw in a store that the rich and colorful Christmas ornaments are very eye-catching in the store, and also introduced certain discounts, points and other preferential quotas. Sales staff told reporters that the sales of Christmas ornaments are increasing day by day. Not only young people come to buy ornaments, but some middle-aged and elderly people are also very interested in Christmas ornaments such as stickers and lanterns.
In some small department stores, the sales of Christmas ornaments are also relatively hot. Some stores located in the golden areas of the market are full of Christmas ornaments. The store front is crowded. The owner told reporters that the best sellers are the cheaper ones. However, the accessories that can be placed and hung freely, especially the one-off accessories, are better sold.
In these wholesale-oriented markets, the price of holiday accessories is more tempting. Often, you can buy a cute little Santa Claus, lantern, bell and other accessories for only one or twenty yuan. Many merchants also have Buy one get one free, some merchants said that such low-cost shipments can greatly reduce inventory to cope with the following New Year's Day and Spring Festival markets.
Diversified jewelry purchase channels
The market cake for holiday ornaments continues to grow, and consumers' purchasing channels are gradually diversifying. In this survey, consumers' purchasing methods also show a multi-channel trend. Professional stores, boutiques, and small jewelry malls are common shopping channels.
However, 49% of the investigators still trust comprehensive professional stores, 40% of the surveyors will consider buying in small jewelry malls, and some consumers will choose to shop in roadside stores.
Miss Wang, who is planning to party with her friends at home on Christmas Day, just went to a professional store to buy more than 500 yuan of Christmas items. She told reporters that since the purchased products have both decorations and practical items, it should be more in the hypermarket. Quality assurance.
In some roadside shops, festive ornaments with practical functions are rarely seen, and most of them are still mainly decorative ornaments, and the products are relatively single. Therefore, compared to hypermarkets with a wide range of products, small jewelry stores The passenger flow is relatively deserted.
Practical jewelry gradually "favored"
With the improvement of people's requirements for room comfort, the purchase requirements for niche holiday ornaments are also advancing rapidly. Chen Guozhen, general manager of HOLA Teliwu North China Operations, said that although this year's Christmas and subsequent Spring Festival markets will be better than last year, However, people's consumption concept is more rational, and the purchase of holiday accessories requires more practicality. For example, the upcoming Christmas is only a day or two. People are not likely to spend a lot of time and money to decorate their homes. Therefore, some have both holiday elements and Accessories that can be used in the future are more popular.
Reporters visited some holiday jewelry stores and found that some of the accessories have broken through the original decorative functions and added practical functions, such as adding a round storage tray to the sculpture of Santa Claus, which can place fruits and snacks; using reindeer and angel elements The bench made is very suitable for children; candles and tableware with gold and white as the main colors are also very practical daily necessities.
Compared with decorative ornaments only, functional ornaments are gradually gaining popularity. While people's consumption concepts are more rational, businesses have also made adjustments in product design and production.
Industry statement --------
Festive accessories need to strengthen professional design
Although there are many styles and types of holiday accessories, the problem of homogenization is still relatively serious. How to strengthen the professionalism and practicality of products is the main direction of the future development of jewelry. Chen Guozhen believes that because of the partial layout of the living room during the festival Sex is the main factor, so holiday accessories should be "daily", try to reduce the exaggerated holiday colors of the accessories, and use a small amount of holiday elements, so that the accessories can be used during the festival and usually placed indoors will not appear obtrusive.
It is also essential to extend the functionality of jewelry. Chen Guozhen said that it is difficult to sell ornaments that are only decorative once the season is over. If the ornaments are still functional, merchants can not only continue to sell them, but also serve two purposes for consumers.
The routine and functionality seem simple, but they need the support of a large design team. Currently, 40% of HOLA ’s products are produced by their own designers. In the future, HOLA will also increase original design products. To speed up product updates.
Chen Guozhen told reporters that accelerating the rate of product update not only meets the different needs of the market, but also has a certain curbing effect on some imitations and plagiarism. "Our tableware and other commodities have all been updated a while ago. Others want large-scale imitations. too easy".
Small accessories boost big brands
Jewelry is small, but its role in promoting the brand is not to be underestimated. Peng Zuojun said that the promotion of corporate brand is a long-term accumulation process. Professional holiday jewelry can reflect the company's design and procurement capabilities to a certain extent, so it has The establishment has a certain boosting effect.
In Chen Guozhen's view, making fine jewelry can be regarded as "specializing in the art industry", which can not only enhance the brand image, but also lay the groundwork for enterprises to expand commercial channels. At present, in public spaces such as office buildings and department stores, the consumption potential of holiday accessories It is huge, so it is good for companies to expand their business channels by making the products finer and finer and enhancing the uniqueness of the products.
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