At the end of the year, the home store started the heating mode sprint performance

At the end of the year, in the home field, although different market temperatures are not uniform, they have started the “warming mode” one after another. For the furniture and building materials stores in the peak season, the off-site resident real estate initiative "cut off" the source of customers, the field clearance, sprint performance is the two main modes, some stores are inconsistent with the "lowest price at the end of the year" sign, claiming that the discount is greater than "ten One", trying to stir the market at the end of the year. For the decoration market in the off-season, it still makes a difference through new product promotion and New Year's projects. A number of stores said that the year-end promotion "warming" will continue until after New Year's Day.

Mode 1 stationed property "cut off" intention customer

Instead of waiting for a visitor, it is better to take the initiative. In the end-of-year marketing, there are home stores that directly “move” the promotion site to the real estate, and accumulate the intent customer resources through “cut-off”.

On November 30th, Fuyi Decoration Plaza held the first fashion home improvement festival at Poly International Plaza, which was an initiative to “cut off”. All the participating businesses come from Fuyi Decoration Plaza, which has more than 10 brands. The sales scope includes ceramic sanitary ware, flooring, wallpaper, door industry, cabinet wardrobe, ceiling hardware, paint, curtains, furniture, home decoration design and other home improvement materials.

It is understood that on the 30th, it was the date when the first owners of Poly International Plaza began to repossess. The Fashion Home Decoration Festival is located at the entrance of the building and is a must for the owners. Most of the owners will receive a leaflet from the home improvement store, and some of them will come to the booth for consultation under the guidance of the sales staff.

At the booth of Di Peng Decoration Company, the owner Lu Miss was attracted by the decoration scheme on the poster, and the sales staff gave her a detailed introduction. According to the posters displayed by the company, there are 4 sets of promotional decoration schemes, all of which are designed according to the first floor plan of Poly International Plaza. The price is “all-inclusive Huhui’s New Year’s price”, which is 10,000 to 20,000 more than the original price. Yuan does not wait.

“The design style of this company is simple and bright, suitable for young people.” Miss Lu said. However, she did not place an order immediately. "Let's see it again. After all, decoration is not a trivial matter."

Li Linhai, director of the business of Di Peng Decoration Co., Ltd., said that it is not the first time that the company has taken the initiative to promote real estate sales. It has launched on-site sales in Ocean City and other places. He said that the owners generally have an intention, but there are not many orders placed on the spot, but they can accumulate a lot of intention customers, some of which will reach an order after leaving the promotion site.

At the home improvement festival site, the well-known home Zhongshan store also brought two solid wood furniture brands in its store to “cut off”. Sun Hongbo, general manager of the store, believes that compared with the promotion in the store, the promotion in the real estate is not only more active, but also the target is more precise. “The most direct customer group is on the spot and it is easy to accumulate effective customers.”

Mode 2 Force Clearance Sprint Annual Results

Even if it has not come to the real estate, many home stores in Zhongshan are ready to launch, and the upcoming offensive will be launched.

In the five-star Mercure Center, the reporter saw that eight large-scale promotional banners at the entrance were in the wind, and the atmosphere was quite warm. "Year-end impulse, cost-price sales", "available for power, only one day", "LED for 10 years"... In addition to the merchant's own promotion, the center will also hold "factory straight" on December 8th. For the brand to buy a meeting, known as "the lowest price of the year."

“The end of the year is the peak season for building materials sales. The price discount we launched is more powerful than the '11'.” Wang Quan, head of the five-star Mercure Center, told reporters that the upcoming auction will cover the entire store and will be brought through the direct sales of brand building materials. The sales boom is not only conducive to consumers, but also helps businesses to break the performance and clear inventory at the end of the year.

The furniture store has recently been equally hot. The Hongshuwan Home Expo Center will hold a large-scale group purchase meeting on December 14th and 15th, following the launch of the “Famous Furniture Direct Sales Club” in early November. The promotion information is also called “the lowest price of the year”.

Chang Anyan, assistant director of the center, said that December is a period of high sales of furniture in the year. The store is adjusting the promotion mode around the group purchase meeting in December. In addition to media placement and distribution of leaflets, it will also pass "Sweeping the floor", outdoor advertising and other means, trying to expand the scope of promotion.

As it is near the end of the year, clearance has become the theme of group buying. At the same time as the launch of the clearance specials, Mangrove Bay will also showcase some of the new products to show the intention to introduce new ideas.

The above two stores all said that before and after New Year's Day, they will continue to push new promotional measures to keep the store hot.

Mode 3 introduces new products to implement the new year project

Different from the furniture and building materials market, the end of the year is the traditional off-season of the decoration market. However, there are still businesses pushing the “New Year Promotion” to showcase new products and to stabilize the decoration team to prepare for the coming year.

In late November, Huahaijia and Decoration Co., Ltd. held a “Cross-year Decoration Group Buying Conference”. One of its important intentions was to introduce the newly introduced Yongen multi-layer “zero formaldehyde” material.

It is understood that Huahaijia and the company introduced Yongen multi-layer board and other series of environmentally friendly materials in October this year. According to the National Building Materials Testing Center and the Zhongshan Inspection and Quarantine Bureau, the formaldehyde content of Yongen Multilayer Board is 0.1mg/L, which is only 1/15 of the formaldehyde emission limit defined by the national standard, which is realized on the basis of raw materials. Formaldehyde is zero added and is therefore referred to as a "zero formaldehyde" sheet.

According to the relevant person in charge of the company, about 2/3 of the customers present at the group purchase meeting, and about one-third of the customers who bought the deal chose to use “zero formaldehyde” materials.

In view of the characteristics of the decoration market at the end of the year, Huahaijia and the company also launched a renovation project for the New Year's model house, one to meet the needs of some of the customers just needed, and the other to stabilize the construction team. "Because it is a new year project, the construction workers will be years later. Continue to come back to complete the project, which will reduce staff turnover."

The person in charge said that although the end of the year was a low season for decoration, it was not without room for display. Around the New Year's Day, the company will continue to expand the scope of the New Year's model house to provide a place for the owners to visit after the year.

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