Furniture industry peak season "cold" furniture stores need to learn to save themselves
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As the downstream industry of real estate industry, the downturn of the property market in the first half of the year will naturally affect the sales of furniture products, resulting in the sales of furniture stores still cold even in the traditional consumption season. Coupled with the rising cost of raw materials and labor, the days of furniture stores are really bad.
In September and October of each year, it is called Jinjiuyin10. Most furniture stores will start promotion in early September. During the Mid-Autumn Festival and National Day Golden Week, especially during the National Day holiday, the promotion of furniture stores will reach a climax. Thereafter, the remaining temperature of "Golden September and Silver 10" will last until the end of October. All along, the sales of the National Day Golden Week have been viewed by the merchants as the weather vane of the writers' furniture market, which can directly reflect the degree of prosperity of the entire market. According to the general industry practice, the 7-day sales performance of National Day Golden Week is equivalent to 10%-15% of the annual sales of a furniture company. Therefore, many furniture companies use this time as a critical period for the sprint to complete the annual task.
However, this year's furniture season has exploded. No matter whether it is Mid-Autumn Festival or National Day, there is no hot and hot scene. On the one hand, there are many furniture stores, on the other hand, it is a situation where few people care about it. There are varying degrees of decline.
The industry believes that the decline in sales of furniture stores is due to many factors, in addition to the impact of the overall economic environment, but also affected by the downturn in the real estate market. As the downstream industry of the property market, the furniture industry will naturally affect the sales of furniture products, resulting in the sales of furniture stores still in the cold season.
In addition, the rise of e-commerce is another important reason that affects the sales performance of furniture stores. Nowadays, the main consumer of furniture products has shifted from the post-70s crowd to the post-80s or even post-90s crowds. Their online shopping habits have extended from clothing, daily necessities, food, etc. to furniture products. At the same time, they have stronger spending power and more avant-garde consumption concepts than those in the post-70s. Furniture e-commerce has seized this feature and launched various activities in this year's "Golden September and Silver 10" peak season, which has robbed the market share of offline furniture stores to a certain extent.
Faced with multiple pressures, major furniture stores began to look for ways and breakthroughs in order to reverse the situation. Among them, some furniture stores have opened their own e-commerce platforms, and some have sought cooperation with decoration companies.
Today's furniture e-commerce has a large impact on the traditional marketing model, the development of e-commerce, its simple, fast, low-cost operation allows both buyers and sellers to benefit, consumers do not need to find their own needs in the mall exhaustion Products, you can purchase all kinds of products with a click of the mouse on the Internet. Online shopping is becoming more and more popular and has gradually become a lifestyle.
In addition, some furniture stores have begun to try to cooperate with the decoration company to attract them to settle in. There are two advantages to doing this. One is to ease the pressure on the store to rent; the other is to bring popularity to the store. Decorating companies have always been known for their terminal marketing, and the sources they attract are ultimately likely to be turned into potential customers in furniture stores.
It is understood that in terms of innovation, many furniture manufacturers have made many useful attempts. For example, some furniture stores try to create a lifestyle shopping theme park or a new social space, integrating furniture products with shopping, catering, leisure, social and other business forms, turning the original single furniture store into a composite consumer place. Attract more passengers.
However, no matter how the furniture store changes in the way of operation, it must ultimately meet the needs of consumers. After all, the ultimate face is the consumer, the final interpretation of the development of the furniture store is good or bad.