"The furniture city is too cold, customers can not wear high-heeled shoes, or they can only hear the "squeaky" sound of high-heeled shoes, they feel awkward!" In the home decoration market, a salesman reluctantly ridiculed. The “Eleventh†Golden Week has ended, which means that the peak of sales in the home market has passed. Looking at the dull performance list, many salesmen had to hope for a small increase in the month before New Year's Day: some families may consider replacing some furniture in order to welcome the New Year.
"Our store has 300 square meters. Last year, the "11" Golden Week sold about 150,000 yuan, but it only sold tens of thousands of yuan this year, which is also a quarter," said a salesman of a brand in the home improvement market. Ayi said with emotion, "We are still good, some brands "11" seven days "white face", did not open." She recalled that if it is four or five years backward, a golden week sells five or six hundred thousand Yuan, easy to get very good. Looking at the moment, from the end of the Golden Week to the present, "嘎嘣儿" does not move.
Zhang Dawei, a brand consultant of Jinhaima Furniture City, also felt the same. He said that for the home store, the most important two time periods are “May 1st†and “Eleventhâ€. The performance of these two festivals accounts for almost one-third of the annual sales. "We are an old brand and have a good reputation. This year's "11" sold almost the same as last year, but it also feels that it is not as good as one year. Yesterday we only came in five people in the store." Zhang Dawei said that he is only looking forward to the citizens of the year. There may be some furniture changes, we can close the end, and then from New Year's Day to April, it is off season.
Even some brands with high market share are hard to hide the embarrassment of sales this week. Zhang Lili, a well-known brand store manager, said that in October last year, she sold nearly 900,000 yuan. In October this year, she only sold more than 300,000 yuan. "It is not too optimistic. After all, gold seven days is the main growth of sales in October. point."
The environment in the home market has changed: the traffic is low, and it is common to enter only three or five people a day. In the eyes of the salesperson, on the one hand, the customer's willingness to purchase is not strong, and the mentality of “just look at it first†is common; on the other hand, since the home brand is close to saturation, the seller's market turns to the buyer's market, compared to a few years ago, customers seem to The style and price of the furniture are more "choosy".
The downturn in the home market is mainly due to the volatility of the real estate market this year, which has led many consumers to adopt a wait-and-see attitude. In addition, this year's demolition projects in this city are also a reason.
In addition to being affected by the real estate market, the competition in the home industry itself has intensified. From the "old brand" of the hair, Jin Haima, to the later Huanhai home, Red Star Macalline, the home of the house ... the cake is so big, everyone wants to eat. "Maybe in the future, the home market will be the same as Suning and Gome, and the two giants will be finished." A salesperson predicted.
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