Since the implementation of the "Restriction of Purchase Order", the turnover of the Beijing property market has continued to decline, which is difficult for the sale of some of the downstream home furnishing stores.
According to the traditional laws of the home building materials market, it has gradually entered the peak sales season since March, but this year's situation is not the case. A reporter recently visited a number of home building materials markets and stores in Beijing and found that some businesses were in full swing, and some were indifferent.
cold
May's peak season is not too busy
Recently, when the reporter visited some home stores in the Lize business district, he found that although some building materials brands are still carrying out promotional activities, this has not attracted many customers for them. The reporter noticed that several storefronts have been vacated on the first floor of the store. In addition, although there are a few sanitary ware stores open, the door is unattended.
"This year's business is really not easy to do" is a sentence deeply understood by Mr. Hua, the manager of the sales department of Lanjing Lijia's Lize store. He told reporters that since March this year, the sales volume of the store has been basically the same as that of the same period last year, and it has not been "prosperous" in the true sense.
He analyzed that the root cause of this "cold phenomenon" is because of the three-fold regulation of the Beijing property market, especially since the implementation of the "restriction of purchase order", the turnover of the Beijing property market has continued to decline, and the home furnishing industry in the downstream of the property market has been the first to be affected. There are fewer people buying houses, and where can people who are decorating and buying furniture go. In addition, the increase in the number of similar stores in the building materials and home furnishing market in Beijing has led to increased competition, which is also a factor in the difficulty of doing business.
The cold market in business is not only the status quo of some well-known stores, but also the Sihui building materials market, which has a history of more than ten years, also feels this cold snap.
"We used to send out one car a day, and I couldn't be busy when there were many customers. You can see that it is good to go one car in four or five days. As long as you pass by the door, we will say hello. In the past two or three months, I rarely met the scene where several customers came to buy goods at the same time. "Ms. Sun, who opened three exclusive paint and paint stores in the Sihui building materials market, told reporters.
heat
Mid-range consumption is the main force
Although many insiders said that this year's home building materials market is not optimistic compared with previous years. However, after visiting several stores, the reporter found that some stores have grown in season.
Recently, reporters in Jimei Home Furnishing and other stores found that there are not many consumers who come to buy stone mills, plate decorations and bathroom products.
The reporter noted that most of these consumers are relatively young. Of the 7 consumers randomly interviewed by the reporter, 4 said they were prepared for the wedding room, and the products with high cost performance were especially favored by them.
Ms. Ding, the sales department manager of Jimei Dahong Store, told reporters that the sales of the store increased by 39.6% compared with the same period of last year. Especially during the May Day period, it encountered an unprecedented consumer boom.
In this regard, Ms. Ding believes that the hot sale of the store is also affected by the regulation of the property market.
According to Ms. Ding ’s analysis, the sales volume of the newly-needed real estate is now the largest. This part of the people ’s buying tendency is generally focused on mid-end products with high cost performance, and their stores are mainly dominated by mid-end home building materials, which caters to most buyers this year. Consumer tastes.
The reasons for the desertion of some stores are related to policy constraints. The wealthy people who already have houses and those people who are temporarily not eligible to buy houses in Beijing are not eligible for home ownership, which directly leads to the desertion of some stores.
Industry short review
The survival of the fittest needs innovation
Regarding the current unevenness of the home market, Zhang Ren, Secretary-General of the House Decoration Committee of the China Building Decoration Association, believes that in addition to the influence of the regulation of the property market, part of the reason depends on changes in the industry's sales channels. The format of the home furnishing industry changes according to market demand, and everything is in the market.
Zhang Ren said that the model of the entire building materials and home furnishing industry is quietly changing. Those original traditional hypermarkets have become more and more deserted for three reasons:
First, there are more and more sales channels. Companies with strength, brand, and scale have now begun to open a one-stop home experience museum, and some companies have begun to enter communities and communities. This has made purchasing more convenient, labor-saving, worry-free, and money-saving, and is naturally welcomed by consumers.
Secondly, the fashion of emerging media such as mobile phones and the Internet is in line with the trend of purchases in this part of the consumer population after the 1980s and 1990s.
Third, it is also very important to refuse to accept water and soil. For example, the evacuation of Home Depot is due to its high price and after-sales service, which are not in line with the consumption environment of the Beijing market.
Zhang Ren suggested from an industry research perspective that home furnishing companies still have to pay close attention to changes in the market, study the needs of consumers, study the changes in style, and changes in sales channels to survive. If you still follow the traditional method, it will certainly not work if you ignore the market.
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