Throughout the first half of Nanjing's home market, although it tends to be dull, there have been many new changes in the home market, which has put a color on the dull home market.
The Jinling Evening News Home Research Center will take stock of the top five keywords in the market in the first half of this year.
Promotion war
As long as it is a holiday, as long as the weekend, home stores, building materials and decoration companies have overwhelming promotional offers, which is a common impression of this year's decorators.
Summary In the first half of 2012, the sales of home stores can be said to be tepid. Although the sales volume is not as good as the traditional promotion node, the preferential strength is not as big as the traditional node. However, the festivals such as Mother's Day and Qingming Festival are not the time of the traditional promotion time. They also become the time nodes for the activities of this year's stores, and there are basically different promotions every weekend. activity. How to gather popularity and increase sales in the off-season market has become a proposition for thinking about various home stores in Nanjing. In addition, in order to seize market share in advance, when encountering traditional festivals such as March 15 and Labor Day, it is obvious that the stores will carry out promotion in advance. For example, the 3.15 discount, some stores have already played some preferential policies as early as February 23.
In addition to the higher frequency of store activities, several chain stores have become a new trend. The person in charge of a store told reporters: "In the past, the store's three-store linkage will only be on May 1st, 11th, etc. The node will only proceed. Due to the market expectations for this year, our store has made some adjustments this year. The store offers are not only more powerful, but also more abundant in form. The linkage of its stores will continue to be displayed in the form of "combination boxing". â€
Precision marketing
When the monthly “disastersâ€, such as discounts and full reductions, become the conventional means that makes consumers commonplace, when they are applied to the limit, the ability to attract people to drive consumption will inevitably become weaker. So in the first half of this year, some precision marketing methods appeared in the home market.
The high-end home brand enters the middle and high-end community group purchase; before the real estate delivery, the decoration company releases the new apartment full-family design plan; for the consumer's shopping habits, some industries hold group marketing...
In the first half of this year, the accurate marketing of the group has become the killer of the home industry. In the off-season, the target cell is locked, and the home products are directly sent to the door of the owner, and the preferential strength is not lost to the big nodes such as May 1st, which is currently popular.
All inclusive
"Renovation Package", "Big Encyclopedia", "Menu-style Hardcover"... The new model of these home improvement is actually the all-inclusive mode. The reporter found that the decoration market, which has been dominated by semi-package repairs, has spurred the all-inclusive decoration trend in the first half of this year.
“There is no doubt that all-inclusive will become the mainstream consumption method in the decoration market.†According to industry insiders, this is not only the demand of consumers, but also simplifies the cumbersome home decoration and saves trouble. At the same time, this is also the demand of home improvement companies. Because there is no profit at the time of simple decoration construction, the decoration company can't wait to gain profits by integrating the procurement of main materials and maintain the operation of the decoration company.
It is understood that in the first half of this year, many home improvement companies in Nanjing have undergone transformation. Many decoration companies with half-packages have opened up all-inclusive business this year. The decoration companies that have been the main all-inclusive model have already reached the ratio of all-inclusive and half-packages. : 3, and constantly improve and subdivide in the all-inclusive mode, such as the package mode of the creation of decoration, face-to-face "big all-inclusive" mode, to provide customers with more decoration convenience.
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