Home market three axes

At the site of the Ten Thousand People's Fair, more than 200 domestic and international first-line brands such as TOTO, Kohler, Marco Polo, L&D, Icon, Shengda, AIA, Zhihua Shi and Stanley all came up with discounts, attracting many people to come and shop. Consumers' enthusiasm for shopping never decreases.

Located in the east of Chengdong, the home of the occupants started home shopping on the eve of March 15th. The 50 brands eventually let Lee snatch 9 hours, sending gold bars and sending iPadair2 and iPhone6. The event started one day. Tens of millions of sales.

In today's large-scale impact of e-commerce on the channels of traditional industries, the home industry that once self-represented “the most not the Internet transformation” seems to have to face the pressure of Internet e-commerce. The strong rise of O2O e-commerce platform created by Tmall, Taobao, or home-made brands diverted the flow of traditional channels to a certain extent. Although it was a small gain, the performance of home stores since the beginning of this year was very high for consumers. Pieces of home purchases are still biased toward physical stores.

All along, March is the beginning of the sales season of home building materials. As the year's peak of housing delivery pushes, more people tend to choose to open houses after the opening of the year, while the brand richness and consumer experience of the stores still attract more. People choose to enter the home store. Unique products in the market delineate the market consumers still rely on physical stores

Take Chengdu store as an example. Major building materials home stores have their own brand positioning. Although “big and full” seems to be able to better satisfy consumers at all levels, the mainstream stores are quietly changing. For example, 60% of the brand products of Red Star Macalline are only found in the stores of the Red Star System; in the establishment of various brands, Eight Benefits Furniture City also injects more international concepts, while strengthening the local brands' outflows, Some well-known international brands have also been introduced; Fusenmei Home has absorbed more high-end international brands, and about 40% of the brands are the first and only local stores in Chengdu. People in the industry believe that in 2015, this kind of branding will be more specific, and this will also help the market to delineate the market and attract consumers to come to shop.

When it comes to the growing impact of e-commerce, the home industry analysts, home companies are more special, online is only a supplement to the line, can not completely rely on the line. There are many influencing factors in the development of home business e-commerce platform. First, large-scale home furnishing products are prone to various problems in logistics, installation, etc. Moreover, after-sales service for home network shopping has not yet formed a perfect system in the industry; The user experience of the product is very high. The lack of on-site experience in online shopping makes it difficult to measure product quality and style, coupled with the high cost of logistics, and most consumers also take a wait-and-see attitude. Better service shopping experience and after sales

For the market, as competition has intensified, all major shopping malls have realized the importance of services, and they have upgraded services to attract consumers. The reporter learned that at present, Chengdu stores are equipped with green environmental protection, the first payment, buy expensive refund, 30 days no reason to return, full responsibility for product quality, installment payment, delivery installation on time, design free advice, home consultant shopping guide, etc. content. For example, Actually, Home House emphasizes its storefront service rules for paying the first payment and buying expensive food. And promised 60 days to buy twice the price difference, any goods purchased in its stores, consumers in the signing of a contract within a week if the normal purchase price of goods purchased is higher than other retail outlets in the same city, and can provide effective sales contracts and In the case of invoices, the higher part of the amount is returned to consumers by the home of the actual person.

At the same time, many stores for their own employees, shopping guides, will also be strict requirements, once the service is found to be bad and eliminated. As for the future, the refinement of the services of major home building materials stores, and the increase in consumer enjoyment during shopping has become the mainstream trend. In 2015, smarter, more humane and more distinguished services may be introduced, such as at home. Appointment time, intention, to the scene exclusive special parking, full service and so on. Promotions, discounts to do new products experience suction popular

From the current market situation, the price war is still the dominant industry competition. For example, one of the home stores that opened in the middle of the year has played "the lowest in history" and "opened big promotion" and other promotional activities to attract people's attention. And consumers are already accustomed to buying discounts at the stores before they are discounted.

“Actually, I think the price of furniture is too deep, and the expensive price does not dare to start without discounting. But after the discount, some discounts, some can even be as low as 30%, make people feel incredible. Because it is in the regular store, there is after-sale protection, we dare to buy.” A consumer surnamed Zhang said most people's heart.

In today's era of fragmented, micro-publicity, building materials home stores seize brand, service and affordable selling points, as well as strengthen and improve the marketing network construction, rapid transformation and upgrading, establish one after another “commercial circle”, delineating consumers Therefore, it is also attracting more loyal customers.