2014 home industry four conjecture

In the past year, the impression of home building materials industry was: activities, activities, activities, promotions, promotions, and non-stop promotions. Activity-driven sales is a major feature of last year, but in 2014, will the frequency of activities be reduced? Will promotion efforts drop? Will the owners who will be renovated next year be able to save money? Listen to industry insiders for 2014 Looking ahead.

Conjecture 1: The competition in the shopping malls has intensified the construction of the subway, the booming of the upstream real estate market, the stability of housing prices, and the demolition of buildings in full swing, all without exception releasing a signal that the home market in 2014 continues to heat up. However, in the interview process, although everyone is optimistic about the market next year, no one will feel relaxed because there are many stores opened in 2014 and they are all in danger, such as the Channel Building Materials City, Yongfeng Lighting City, and Fuqing Xinyi House. After the Fuqing Redstar Macalline and the relocation of the actual home re-opened, etc., these new building materials city, although far away from downtown Fuzhou, but with the construction of large Fuzhou, the advantages are obvious, such as large-scale, easy parking, The rent is relatively cheap, opening promotions are attractive and so on. This means that market competition will intensify next year.

Secondly, most of the existing stores have basically completed upgrading and upgrading in 2013. Marketing has become more accurate and precise. Accumulated deposits over the years have given them a firm position. New and new advantages, old and old snuggle, who can grab more market share, we have always believed that precision marketing, market segments, fight products, fight service is the last word.

Conjecture 2: There will be more brand alliances This year, the number of activities in the building materials industry can be regarded as a peak in the past years. Only from major nodes in previous years did there be activities, and as long as it is the weekend, there are stores or building materials companies holding events. The frequency of activities is getting higher and higher, and the stimulation to consumers is also getting weaker and weaker. As Chen Hangrong, general manager of Nature Flooring, put it, the building materials market must rely on activities to stimulate it to achieve results. However, with the increase in the number of activities, it is difficult to achieve the previous stimulus. This year, from a single-brand alliance to a double-brand alliance, there may be a union of three or more brands next year, and activities will have to be bigger and bigger to attract consumers' interest. Next year, it will be even harder to do activities.

According to insiders in the building materials industry, in order to stimulate the market to increase sales, many building material manufacturers have begun to create their own concepts to create promotional nodes, and there is a growing trend, just as the home appliance industry frequently held closed sales and promotions for the first two years. In the same way, consumers who do more are beginning to become numb, so perhaps only by combining more merchants and more categories can they attract consumers' attention. But this move is good for consumers. When the house is renovated next year, it may be possible to buy a variety of big brands of affordable products just by participating in an exhibition instead of going around.

Conjecture 3: The high-end building materials market will become more mature. From this year's Xiyingmen attracts high-end brands, pleasant floors, high-end customized services such as the pleasant and high-end customized services of the Yulin Park, and the real estate plan to create high-end positioning stores, the building materials industry has already begun. Scratch high-end, luxury style. In the words of a person in the industry, after the market segmentation, some companies will give up large but low-margin low-end areas, and instead develop relatively high-end areas with relatively small amounts of single volume.

Lu Qiang, Director of Pleasant Flooring Planning, stated that in the past year, most building material manufacturers were still paying attention to price promotions. However, from the point of view of sales, the high-end market's customer base has actually begun to take shape. There are still many rich people. This group of people is willing to Use money for a better taste and quality of life.

However, judging from this year’s situation, there are not many home improvement stores facing high-end customers in Fuzhou. However, from the marketing strategies of Xiyingmen and Home Furnishing stores, it may be that Fuzhou will face building materials for high-end people next year. The market covers the entire high-end customer base in Fuzhou and even throughout Fujian. Next year, seeing thousands of yuan worth of faucets, mattresses worth more than 100,000 yuan, and baths worth hundreds of thousands yuan in a store will become a reality.

Conjecture 4: Enjoying First-Class Service at Lower Prices With the market segmentation in 2013, many first-line brands began to adopt big-budget strategies, making many consumers seeking cost-effective products also be able to buy high-quality products. Unlike the simple price-cutting promotions of ordinary brands, although the major brands such as nature flooring and Marco Polo tiles have reduced prices, the quality and service of their products will not be compromised.

Chen Hangrong, general manager of nature flooring, told reporters that from the point of view of sales this year, adhering to good service is the next key point, relying on good product quality and service, and winning more customers through word of mouth. This is very important. Some industry insiders predict that next year's material market will continue to show a rising trend. Building materials companies will only drive sales growth through low prices and high quality, which at the same time gives consumers more possibilities to “buy good goods at low prices”.