After the off-season, the home market peak season mode is on.

Although July and August are the traditional off-seasons of the home furnishing industry, the marketing activities of major home stores and home improvement companies continue.

In the traditional off-season of sales, the actual home has shown a trend of “stable and increasing”.

From July to August, due to the hot weather and increased rain, it became the traditional “off season” of the home store and home improvement market. However, judging from the fierce marketing activities of major home stores and home improvement companies in the past two months, it seems that the real off-season has not come. In the upcoming "Golden September and Silver 10", home stores and businesses have begun to accumulate strength and launch a new round of marketing activities. Near September, home stores and businesses have been gearing up to prepare for the “peak season” of the home industry.

Building materials home market is stable at a low level

In July, the National Building Materials Household Climate Index (BHI) was 91.65, up 0.02 points from the previous month and down 13.55 points year on year. Sales of building materials and homes above designated size in the country were 76.58 billion yuan in July, down 0.98% from the previous month.

Qin Zhanxue, executive vice president of China Building Materials Circulation Association, said: "July is the traditional off-season of the national building materials and home furnishing market. BHI is basically flat last month. In July, the sales of building materials and home appliances above the scale were relatively stable. The overall trend of the national building materials and home furnishing market was low. In addition, the "purchasing power index" rose by 10.65 points, which is the main factor for BHI to remain flat. With the development of consumption and the normalization of the promotion of building materials and home furnishing market, the phenomenon of “seeing less and buying more” in the off-season environment has been increasing in recent years.

Although July and August are the traditional off-seasons of the home furnishing industry, it seems that from the marketing activities of major home stores and home improvement companies in the past two months, it seems that this year's off-season is not lonely.

Low season marketing activities

Judging from the sales data of the entire family, the sales in July-August showed a trend of “stable and increasing”. The main reasons are two points: First, the unified promotion activities of “Current Home Week” will be carried out to ensure steady growth of sales. July and August are the off-seasons in the traditional sense of the home building materials industry, and the actual home uses the opportunity of the August celebration activities to seize the marketing space and create the exclusive marketing brand “Current Home Week”. From August 12th to 20th, the company organized a branch office in the country to carry out the promotion of “Quality and Excellent Price, Excellent Home and Real Home”, and achieved good sales performance, which is also the key to steady growth of sales. During the event, national sales increased by 65% ​​year-on-year, with sales in Beijing increasing by 58.8% year-on-year. The second is to use the “2017 Energy Saving Products Promotion Festival” policy to drive overall sales performance. In July and August, the sales season of energy-saving and emission-reducing products such as air conditioners, water heaters and showers increased the promotion of household appliances, sanitary wares and other categories, and achieved a substantial increase in sales of these two categories, thus effectively Driven the overall sales improvement.

On June 28th, Hongxing Meikailong Home Group's wholly-owned subsidiary, self-operated imported home brand Red Star Macalline Caesar Supreme's first direct store opened in Beijing Red Star Macalline Supreme Mall, the first batch of 28 Italy The signing ceremony for the brand's entry into Caesar Supreme was held simultaneously. Caesar Supreme has a business area of ​​3,000 square meters. It currently represents 75 European first-line home brands. It is mainly engaged in 100% pure imported luxury homes in Italy. The international strategy of Caesar Supreme opening sign Red Star Macalline has been upgraded again.

Jimei Home Mall has launched a wealth of marketing activities to keep the discounts in the off-season. On July 15th, Jimei Home Dahongmen Flagship Shopping Mall launched “7·15 Home Wisdom Life Experience Day”. Many representatives from IT Internet and 3C smart brands bring consumers a new experience of “scenario” smart home shopping. The "Brand Carnival - Big Brand Zoom 'Price'" event was held simultaneously. From July 15th to 28th, Jimei Home Changping Shuiyu Shopping Center held the “Buy Furniture to Send Tickets” activity. If you purchase more than 2,000 yuan of furniture, you can add money to buy tickets for the night of Xiangyin. On July 22nd, Jimei Lugouqiao Shopping Center held a night banquet and GO event. Anyone who signed the bill at Jimei Lugouqiao Shopping Mall can participate in the contract stipulation of 6% of the contract and the 12% cash return of the contract. From August 11th to 13th, Jimei Home Dinghuiqiao Shopping Center launched the 8.11 Provincial Money Saving Hui Day event. From August 25th to 27th, Jimei Home Lugouqiao Shopping Center held “Autumn Decoration Event”, which included “Thousands of 100s, Full Thousands of Thousands of Thousands of Thousands of Thousands of Thousands of Furniture, One Piece of Furniture and Building Materials, Two Points for Shopping, and Full Gifts. Wait.

Home improvement companies are also moving frequently. On August 13th, in Tianjin Wuqing Shichuang Holding Bachman's whole house, Woodworking Industrial Park, Shichuang Home Furnishing opened “Building a Whole House Customized Home Furnishing Experience Hall” and created a “home improvement industrial park tour” to innovate the consumer experience and announce the brand. Upgrade in all directions. On August 18th, Beijing's current decoration design more than 2,000 square meters Yingmai home decoration experience hall and 1000 square meters of China's old house decoration museum opened. Ingram Micro Home Furnishing Experience Hall displays Ingram's self-contained package in 12 series and 6 prices. It has a factory-to-terminal customer model; China's old house decoration museum will be used for each period of house structure, technology, and renovation. Into the scope of the study, the old house decoration culture is integrated into it.

Meeting the new actions of the "Golden Nine" enterprises

For the building materials and home furnishing industry, September and October are the traditional peak season for consumer purchases, so merchants will also seize the opportunity of “Golden September and Silver 10” to increase their efforts. Near September, major supermarkets and furniture brands have also begun to launch various marketing activities. The celebrations, grateful teachers' day, special promotions, various online and offline, and new products have gradually appeared, and they have warmed up for “Golden September and Silver 10”. .

In order to meet the decoration season in September and October, the home will be centered around the “actual designer” platform in September-October, focusing on the online promotion activities with the “Just Designer” online mall as the main body, and the offline traffic will be Online drainage, organic integration of online and offline. Such as "10 million renovation fund big release" activities, "10 million online mall spree" activities. Actually, the designer online store Lido Supermarket will also provide thousands of base price explosions. In addition, from September 2nd to 10th, the Shunyi Store will launch the “5th Anniversary Celebration” promotion. At the same time, the Daxing Store of the Real Home will hold activities such as the “Wooden Culture Festival of Shi En and Ulan Tuya Meeting”.

In September, Jimei Home will also launch a variety of marketing activities. According to the official website of Jimei Home, from August 26th to September 8th, Jimei Home Beiyuan Shopping Mall launched the “Ji Shi Hui Mei New Home Purchase to Power” collection and the US shopping activities, which are divided into online and offline. During the event, not only the cash is 50 times, the card signing is a gift, the old member is lucky, the shopping lottery, and there are activities such as collecting beauty and earning points. From September 8th to 10th, Jimei Home Changping Waterfront Shopping Mall will hold its 6th anniversary. During the event, customers who hold the invitation letter of Jimei Home Waterfront Shopping Mall will enjoy 100 yuan payment when they shop. On the day of the event, you can get a game pass for 6,000 yuan. Use this ticket to participate in the game in the four halls of ABCD and win the gift. On September 9th, Jimei Home Dahongmen Flagship Mall will launch the “Big Brand Huimin Plan”. On the day of the event, you can receive a beautiful gift with the "big card". You can reduce the maximum amount of 6,000 yuan with the "big card". You can participate in the brand scratch card or signing the card, and you can get up to 30,000 bonuses. There are also scan code into the group to snap up the shocking products, no shopping lottery, lucky red packets and other activities.

Furniture companies have also started a new round of promotion activities. On August 28th, the second season of Qumei Home Living Room Cultural Festival was officially launched. Qumei launched a new sofa product that can be customized. From now until October 8th, Qumei's “Sofa Feast Custom Sitting” campaign has been launched nationwide, and consumers can go to Qumei Store to experience the custom sitting sofa.