Affected by the real estate regulation and control policies, the warm and cold home market in 2012 has been the industry's attention. On the one hand, the buyer's market is shrinking, and on the other hand, the stores are under pressure from inflation and rising costs of raw materials, store rents, and logistics costs. The industry is not fully confident about May Day. The reporter visited the survey during the "May Day" and found that the market is still "not promoting and not selling". Stores and merchants have tried their best to promote sales, but the effect is not good. The performance is not expected to increase significantly compared with the same period last year.
"May 1" store is slightly cold
At around 4 pm on April 30th, the reporter came to a furniture store in Beijing, and the main channel of the store had very few passengers.
On the second day of the "May 1" small holiday, most home building materials owners, including Manager Lu, must have been busy, and the brand showroom was already full of consumers. However, this year, Manager Lu was waiting by the phone early, waiting for customers to call for in-store promotions, and more than 600 square meters of storefronts sporadically walked two or three customers. On April 30, the reporter interviewed the home building materials brand and learned that this year's "May 1" small holiday home market did not appear as hot sales as in previous years. According to an industry source, some home building materials brands did not complete their expected goals during the May Day.
On the last day of the small holiday, the reporter came to a home store in Nancheng, Beijing
"Last May holiday of last year, the store was completely deserted, and furniture and building materials stores were full of shuttle customers everywhere. I saw the long queues in front of the cash register in the store. This situation was this year. It is rarely seen in the market. "The second day of the" May 1st "small holiday, located in a home store in the North Third Ring Road, a furniture brand Lu manager told the reporter that the original" May 1 "was a business in a year The best time, but this year's "May Day" market is really sluggish. At 4 pm, the reporter found that the store's passenger flow was not large, and each main channel had no more than 10 people. At the checkout counter, the reporter did not see the "long queue" situation, each checkout counter probably only two or three customers.
At more than two o'clock in the afternoon on May 1, the reporter came to a new store, and several customers lined up at the cash desk.
For a long time, there is a rule in the home circle that does not become-not to promote or not to sell. This year, this rule has not changed. At ten o'clock on the last day of the small holiday, the reporter came to Chengjia Plaza outside the city and found that there were a few customers scattered in the store, and the "0 profit sales area" on the first floor of the store was surrounded by twenty or thirty customers; this scene also It was staged at the Red Star Macalline Chaoyang Road shopping mall. The three-day morning "Happy 51, 99 Phase Delivery" snap-up event attracted three or four hundred customers. In the afternoon, there were no customers on each floor, and the store was very empty.
It is understood that during the three-day long holiday of May 1st, the third day's passenger traffic is significantly higher than the previous two days, which is closely related to the consumer psychology of "shopping around". Ms. Li, who lives in Chaoyang Road, Beijing, told reporters that during the "May Day", major home furnishing stores have been heavily promoted. In the first two days, they rushed to major home furnishing stores to understand various promotional information and decided to place an order on the last day. She said: As long as the quality is the same, who does not want to buy more cost-effective furniture?
Three-day results showed little increase year-on-year
There is a saying in the home furnishing industry, "Look at May Day in the first half, and look at Eleven in the second half." For the "May Day", home building materials brands are full of effort to join the promotion war. However, affected by the real estate regulation and control policies, the downstream home building materials market is not optimistic. As of press time, the major stores and merchants have not yet fully counted the three-day sales of the "May 1" small holiday, but from the data available, despite the uneven performance of the merchants, they have to admit that this year's "May 1" market has performed flat.
Affected by the property market regulation policy, the upstream commercial housing and second-hand housing transactions plummeted, which made the home market sluggish and did not disperse. Nowadays, enterprises are facing inflationary pressures, and raw materials, store rents, and labor costs have skyrocketed. The market environment is not optimistic. Chen Xiaotai, president of Top 100 Furniture, said: "Under various constraints, this year's' May Day 'market is not optimistic.' Coincidentally, General Manager Beijing Jianguo Wang Jianguo and Chen Xiaotai hold the same view, Wang pointed out that this year's" May Day " The market is far less than last year, but through various marketing activities organized by the brand, the single-day sales are slightly higher than the same period last year.
"This year's" May 1 "home building materials market was mediocre, with solid wood and European-style furniture more popular." Yin Yuxin, deputy general manager of Oriental Home Garden Plaza, introduced. It is understood that this year's "May 1" small holiday, the sales of Oriental Homestead were the same as the same period last year, and the increase was not obvious.
After the interview, the reporter found that some stores are still relatively optimistic, and all had good sales performance during the May Day of this year. Ren Cheng, the vice president of Real House said that the overall performance of the Real House during the “May Day†was good, especially in the last day of the small holiday, some stores had queues at the checkout counter. At the same time, according to Yin Bo, general manager of Lanjing Lijia, the turnover increased by 20% compared with the same period last year, and the daily sales in the first two days exceeded 10 million yuan. But at the same time, he also mentioned that the distribution of sales volume among various brands is not uniform, and some manufacturers did not reach the expected target during the "May Day" period.
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