Home improvement furniture sales in low season

Since entering July, the entire home furnishing market has entered the traditional off-season, but this year, the sales of the furniture sector have shown a bullish trend.

In the summer months of July and August, Beijing's home furnishing market is somewhat tepid, and most home improvement projects that have begun in the spring have come to an end. However, as these owners turned their demand to furniture upholstering, the sales of major furniture brands in Beijing gradually increased.

In addition, second-hand housing transactions in Beijing have been active since the beginning of this year. According to relevant data, second-hand housing transactions have accounted for about 50% of the entire property market transactions. According to Wang Xiaobing, deputy general manager of decoration at present, the demand for second-hand house decoration owners is mainly kitchen and bathroom and furniture. Therefore, the increase in the demand for second-hand house decoration also further promotes the strong sales of furniture.

Home Furnishing off-season furniture purchases and sales boom

Home Furnishing off-season furniture purchases and sales boom

In early July, the reporter visited the home stores such as Real House and Red Star Macalline for two consecutive weekends, and found that the sales of home building materials were relatively indifferent, while the popularity of the furniture sector has been very strong. Especially in the showrooms of brand furniture such as Peugeot, Top 100, Yifeng, Knightel, Red Apple, Green Island, etc., the sales staff is too busy, often one person to receive two customers at the same time, and the store manager is constantly Turnaround in the middle of various business contacts to help sales staff take orders.

Chen Xiaotai, general manager of Top 100 Furniture, told reporters, "This year's off-season is not light." The sales of Top 100 have increased in recent months, and several weekends have sold better than May Day. "Furniture sales in June and July not only did not weaken, but also exceeded our expectations. Peugeot launched panel furniture this year, which has been enthusiastically sought after by consumers, and many products have been sold out of stock." Coslight also confirmed that furniture sales are booming.

In addition, judging from the situation of online group purchases, the owner's demand for furniture is significantly higher than other building materials. According to the “renovation maniac”, the person in charge of group purchase activities at SouFun.com, “In March and April, there were few furniture brands in the group purchase activity, and in the single and group purchase schedules in July and August, More than half of them are collected by well-known furniture brands, and netizens' demand for furniture is obviously better than that in May and June. "

The increase in second-hand housing transactions is the main reason

Looking at all factors driving furniture sales, the surge in second-hand housing transactions has become an item that cannot be ignored. According to the statistics of the Beijing Transaction Management Network, the cumulative transaction of second-hand housing in the first half of this year was 101,164 units, surpassing 17,618 units of newly-built houses, and the transaction volume has far exceeded 64,000 units in the whole year of last year and also exceeded 90,000 units in 2007. It has created the highest transaction record since the opening of the second-hand housing market in Beijing.

The business of the home improvement market has also changed due to the increase in the transaction volume of second-hand housing. According to Sun Wei, the president of Shichuang Decoration, in the first half of this year, the second-hand housing business, which had never been seen before, rose sharply, almost equaling the business volume of new houses, reaching 50% of the total business volume. In addition to the actual creation, mainstream home improvement companies such as the present and Yaguangya have increased the proportion of second-hand house decoration this year.

Both the transaction volume and the decoration volume of second-hand housing increased, and the sales of downstream furniture benefited from it. A brand furniture salesperson told SouFang reporters: "Many of our products have to go to the customer's home to measure the size before placing an order. From these feedbacks, we can know that the number of people buying furniture for second-hand houses has obviously increased this year." The "decoration mania" of group purchases also revealed that the number of second-hand housing owners participating in group purchases has increased significantly since April. "Because many second-hand houses are well-furnished and the furniture can be used to move in, the owners of second-hand houses are more in demand for furniture. For this reason, we have gradually increased the number of furniture brands."

Single product group purchase activity has become a popular form of shopping for consumers

Consumers love to eat promotional group purchases

The sale of furniture is also inseparable from promotional offers. This year, furniture companies have come up with unprecedented low discounts. The 15% and 10% discounts seen in Golden Week are no longer popular, and the most popular ones are 30%, 20% and even lower. There are also furniture companies that have not directly discounted promotions, but have adopted channel upgrades to provide cost-effective products. Such as Qumei Furniture's "e-world network mall" national direct selling price launched at the end of June, has won more popularity for its sales across the country.

In addition, single-item group purchases have become a popular form of shopping for consumers. Last weekend, in the group purchase activity of Netlier furniture singles organized by SouFun, 23 consumers sold out 100,000 yuan of cash vouchers within half an hour at a discounted price of 20%. Due to the limited amount of vouchers available to each consumer, each consumer supplemented consumption of some products with the original discount. According to statistics from Netlier staff, the event created 300,000 yuan in sales for the brand that day, far exceeding the best performance of daily weekend sales.

In this regard, people in the industry pointed out that on the one hand, the hot sale of furniture is the release of a large number of demand, and on the other hand, the correct guidance of the business has also played a vital role. Affected by the financial crisis, most consumers do not dare to spend money on the sidelines. At this time, brand merchants can launch consumers with high cost-effective products through bottom-up discounts. After all, for consumers, high quality and low prices are the key to consumption.