At the end of the year, the promotion of "pre-stage" brand activities was the strongest in the year

Near the end of the year, it is also the last opportunity for the sales performance of this year. The competition is particularly fierce, and the price of various furniture manufacturers is inevitable. At the same time as satisfying the low price of consumers, guiding consumers to increase brand awareness is also something to be paid attention to in corporate promotions. A new round of promotions for the home furnishing industry is about to take place, and major stores, brands, and home improvement companies are all sturdy enough to grab consumers' pockets at the end of the year. It is worth noting that, unlike the previous Christmas and New Year ’s Day promotions, this year ’s promotion in the home furnishing industry tends to come ahead of time. Moreover, the “Double 12” opportunity will allow for more online and offline interactions, and the promotion forms are quite abundant. Industry analysts believe that despite the obvious need, the market is fiercely competitive and advance sales are also a precaution.

 

 

At the end of the year, a big promotion of "stage ahead"

 

Just on December 7-8, Red Star Macalline started the final round of promotion at the end of the year in advance after holding the "Love Family Day". According to Wang Wei, vice president of Red Star Macalline and general manager of Beijing-Shanghai & Southwest Region, this event is just the beginning. Christmas and New Year's Day will continue the current promotional activities, and the marketing form will be more active and accurate.

 

In mid-December, the activities of major stores and brands will also be launched one after another. Such as the "Double 12" online shopping activity launched by Jimei Home Furnishing; Cheng Wai Home Plaza outside the city will hold the last blasting marketing in 2013 from December 14th to 15th; the person in charge of the home also said that it will be one before Christmas. Week starts to promote. Compared with the promotion of "Christmas" and "New Year's Day" at the end of the previous year, this year can be said to last for the entire December. The start time of the activities in each store is scattered in the upper, middle and late stages, and the brand will also launch different activities one after another.

 

Online and offline interaction

 

In addition to the earlier time, the participation of the Internet has also become a highlight of the promotion at the end of this year, and the "Double 12" has also aroused the interest of many stores and brands in the home industry. Jimei Home Furnishing's main event at the end of this year is the "Double 12" Internet promotion. Consumers can find special furniture and building materials through online rush buying on December 12; Lanjing Lijia Home Plaza is also in Lanjing Belvedere launched a special page for coupon purchase.

 

Yin Bo, general manager of Lanjing Lijia Home Plaza, said that as one of the features of this year ’s year-end promotion, it will interact with consumers through various online media such as Weibo and WeChat. Wang Wei also said that the store, as a platform for marketing, publicity, service, and display, will also promote the brand concept through the Internet during promotions. Mei Xuhang, the operation director of the operation and management department of the Home Group, said that although the specific plan is undecided, most of the products purchased at the end of the year are furniture and soft clothes, so this event is also focused on fashion.

 

Qin Zhanxue, executive vice president and secretary general of China Building Materials Circulation Association, believes that e-commerce is an industry trend, and stores are also following the trend. In the future, it is impossible for e-commerce to dominate the world, but it will definitely divide up a certain share. The involvement of traditional home stores in e-commerce will have more development prospects than pure e-commerce.

 

Store owner promotes late decoration products

 

According to Liu Yang, the general manager of Chengwaicheng Home Plaza, the warehouse will be opened at the end of the year, and some of the year ’s inventory will be promoted in the form of "limited edition". The discount will occasionally be less than 50% off. "So this time can be regarded as a big copy at the end of the year, and there are many specials, and most of them are mainly small pieces of furniture and soft clothes," Liu Yang said. "At the end of this year, there will be a small climax of sales of these products."

 

Note that the furniture store has significantly more passenger traffic than the building materials store, such as the Red Star Macalline East Fourth Ring Mall, upholstered furniture and panel furniture areas. Almost every store has consumers browsing products, while the building materials store only has sanitary ware, There are relatively more passengers such as wallpaper, and there are few people on the floor and sanitary ware. The home of the North Fourth Ring store furniture shop is also crowded, some sofa mattress brand stores, occasionally there will be 4-5 groups of consumers.

 

According to Mei Xuhang, the operation director of the operation and management department of the Home Group, most of the customers who come to purchase at the end of the year are consumers who check the leaks and fill in vacancies and add furniture, lamps and other products, so these products are also very suitable for this season. I also learned from the home's North Fourth Ring Store that during the upcoming activities of the store, the gifts presented include discount coupons for the beautiful house lighting city, and many consumers are also very interested.

 

Home improvement is fixed before the decoration to avoid price increase after the year

 

In the past two weeks, discount activities of home improvement companies have been held frequently. The preferential activities are characterized by "year-end specials", and attract consumers to sign orders with greater incentives. For example, Jingcheng Decoration launched the "New Home and New Year's Eve Decoration Benefit" event, consumers can enjoy the discount of free replacement of old appliances or price increase of home appliances, the discount will continue until the end of December; Dec. 14th today, the decoration will hold a discount event, consumers can enjoy Discounts such as payment of deposits and discounts on design fees.

 

According to Zhang Zhijun, assistant general manager of the current decoration group: "The home improvement market has the most preferential treatment during the New Year's Day every year, and sensitive consumers can wait. If you choose the way of light industry accessories, you can now take advantage of the preferential activities in the building materials market. , Buy some main products. "

 

It was noted that the "home improvement booking meeting" form of activity has become the mainstream of home improvement companies' promotion, and it has attracted consumers who plan to renovate next year with such preferential methods as "pay deposit, enjoy preferential treatment, and will not increase the price of decoration next year."

 

According to Ji Yong, the marketing director of Dongyi Risheng Beijing Branch, "Generally consumers will consider the decoration within 2-3 months before handing over the house, and most of the customers who sign the order now are decorated after the year." Ji Yong said, On the one hand, because the wages will rise in the years to come, on the other hand, the prices of raw materials such as home improvement materials and auxiliary materials will also rise, so it is indeed a certain benefit to book now.

 

In addition, pre-booking is also good for the renovation schedule arrangement in the coming year. Jiang Hong, general manager of Jingcheng Decoration, said: "Most of the employees in the decoration market are southern workers. The workers will return to Beijing one after another in the beginning of the year, so there will be a shortage of labor in less than a month after the year. It ’s better to book now and choose the foreman. "

 

The strongest brand activity throughout the year

 

Near the end of the year, the Suzhou furniture brand has reached the final stage of the sprint. There are continuous promotional activities, and there are various ways of discounts. At the end of the year, many brands need to clear their stocks to prepare for new arrivals in the coming year. Some brands, in order to achieve the annual sales target, have small profits but quick turnover to offset the year-end performance.

 

In the one-year sales of furniture brands, promotional seasons such as May 1st and 11th will have relatively strong discounts. However, the end of the year is also a peak season for furniture consumption. At this time, many furniture brands are looking at the strong rigid demand of consumers. The discount is often the strongest in the whole year, and some furniture brands even "sell at cost". It is understood that many furniture brands have their own strong discounts at the end of the year, and furniture brands such as Yihua, Qumei, Baiqiang, Gujia and others have launched year-end event programs for consumers.

 

Shi Lipeng, the store manager of Yihua Home Beijing Experience Store, said that at the end of each year, there will be a batch of inventory backlogs. Such large-scale promotional activities are also to clear inventory and flush performance, and prepare for new products in the coming year. The person in charge of Gujia Household said that the end of this year ’s event was also to cater to the “Happy Double Hall Event” launched by Gujia Household. Wu Nanni, vice president of Qumei Furniture, said that the main purpose of the promotion at the end of the year was not to promote consumption to deliberately promote sales, but to let consumers better experience Qumei and purchase Qumei products, thereby enhancing Qumei's brand image. (Editor: Peter)

 

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