Mid-Autumn Festival home market is cold

Just after the Mid-Autumn Festival, the "Golden September and Silver 10" of the Golden Year of the House was officially kicked off. In previous years, the Mid-Autumn Festival was a node that merchants paid more attention to. Because the Mid-Autumn Festival has a short vacation and is not suitable for long-distance travel, most home consumers are willing to accompany their families to buy furniture and building materials during the Mid-Autumn Festival. However, the home market of the Mid-Autumn Festival this year seems to be more depressed than in previous years, which is not unrelated to the adjustment of the competitive strategy of the merchants.

Merchants have a lot of activities on weekdays, traditional nodes are diverted

This Mid-Autumn Festival, the market can be described as deserted, although the traditional home market is still the main force of the event, such as Yan En International, Red Star Macalline, Juxinmei, Meijia, etc., have launched their corresponding Mid-Autumn Festival activities and themes However, dealers of decorative companies and building materials appear to be relatively silent.

In recent years, the home market has fallen sharply under the influence of the real estate market. In the case that the entire market is shrinking, too many merchants at the same node engage in activities and play promotions, which will inevitably divide the market more. In the Mid-Autumn Festival, where the original output is not high, most merchants would rather withdraw from the competition of a certain node, re-select a new time point to do channels, save customers, and avoid direct killing with their peers in order to save costs.

It can be seen from the beginning of this year that the small holiday node is no longer a must for businesses, especially the Mid-Autumn Festival and the Dragon Boat Festival. Some businesses will not spend a lot of energy to capture the market. The reason is due to the changes in the market and the adjustment of the market policy of the merchants. Compared with the small vacations that have been done well, businesses are more willing to find new opportunities and growth points, no longer stuck at a certain time.

Since last year, many nodes created by the merchants have sprung up in the market, such as “××Floor Festival”, “××Exhibition”, “××年年庆庆”, etc. It is found that these nodes often appear in Before and after the traditional node, or the traditional home improvement season. On the one hand, it avoids the market diversion of homogeneous merchants, and on the other hand, it also strives to break the mindset of “home improvement off-season” and create more opportunities for brands. From the results, such behavior has also achieved very significant results, especially for building materials businesses, to engage in such an activity can not only complete part of the year-long task, but also enhance brand awareness, why not?

Small holiday is not as good as Golden Week, "11" is still worth looking forward to

Another reason for the desertion of the small holiday market, such as the Mid-Autumn Festival, is that the market concept of consumers has changed. The reporter interviewed Mr. Jiang, who lives in Nanping. He said: "I renovated it once in the past year. At that time, I felt that the traditional festivals such as the Mid-Autumn Festival and the National Day Festival were particularly strong, and it was definitely cheaper to buy things. However, the activities of merchants in these years are often done, from time to time, some merchants have more discounts on the anniversary, so my family and I are waiting for a more suitable time to buy furniture and building materials." With Mr. Jiang has the same idea There are still many consumers. It can be seen that consumers are no longer blindly following traditional nodes, but are more rationally looking for suitable opportunities to place orders.

Although the market situation of the Mid-Autumn Festival is relatively deserted, the Eleventh Golden Week is still worthy of consumers and businesses looking forward to. Different from the Mid-Autumn Festival and the May Day, the National Day is in the traditional home improvement season. On the one hand, the weather is getting colder at this time, consumers are more willing to go out and buy. On the other hand, during the National Day period, consumers have enough time and energy to complete the follow-up work of shopping, installation, and return after purchasing products. Ms. Zheng from Jiangbei District introduced to the reporter: "My house has already been handed over, and the basic decoration has been completed, but I still want to wait until the National Day to see. I usually don't have time to go to the house to choose furniture, and wait for the holiday. Time to purchase is still much more worrying."

For the merchants, some potential customers have been consumed in the middle and late Mid-Autumn Festival. Therefore, during the period from September to October, the merchants have enough time to prepare for the storage and publicity, which will make a beautiful encounter for the second half of the operation. In addition to home shopping malls and building materials, the second half of the year will also be the focus of the decoration company.