Furniture consumption is expected to continue to strengthen

"The sales of the entire furniture market peaked in May, but it was worse in June and rebounded in July." Whether it is feedback from furniture sales data from stores such as Red Star Macalline, or through the Interviews with furniture brands such as Seoul and Ronglin Shijia learned that furniture consumption has been surging in the past three months. In the traditional home improvement season, July and August also showed an upward trend, and the sales trough in June was only relative to In terms of the peak of the two months before and after.

On the other hand, furniture brands accounted for half of the brand buying activities held by Soufun in June and July, including well-known brands such as Top 100, Green Island, and Netlier. With the increasing influence of group purchases of SouFun single products, the promotion effect of the activities on furniture sales is also increasingly significant. It is understood that on August 2 the top 100 furniture group purchase activity created 1 million sales on the day.

Many people in the industry believe that the popularity of furniture consumption is expected to continue into the next peak season, which is September and October. Zhu Changling, deputy chairman of the China Furniture Association, said: "The current recovery in the real estate market has a great role in boosting domestic demand. At the same time, a series of measures to protect the country's economic growth have been implemented very strongly, so the trend of the furniture market in the second half of the year should be stable and rising "Yi Feng Furniture Chairman Wen Shiquan is also very optimistic about this:" The impact of the financial crisis has gradually subsided, furniture consumer demand has gradually been released, and the market will gradually be on the right track. "

Adjusting mentality will help the market stabilize

"Consumer mentality is unstable, it is difficult to say the trend of the furniture consumer market." It is Qi Lin, chairman of Ronglin Shijia who throws out this view. In his view, from the second half of 2008 to the past year, consumers' mentality has gone from one extreme to the other. After the 2008 Olympics, the home consumer market has collectively declined, and consumers dare not spend, "worried that prices will be lower tomorrow." In April and May of this year, consumers are eager to spend, because "if you don't take action, maybe the price will rise soon." Qi Lin believes that this large-scale fluctuation of mentality is not conducive to the stability of the furniture market sales.

Zheng Xianchao, general manager of I BOSS Furniture, also believes that as furniture sales pick up, businesses will gradually reduce promotional offers. Consumers may be affected by this to reduce consumption and wait for the next holiday or promotional season. As a result, furniture manufacturers will almost never start work in the off-season, but they can't be busy with overtime in the peak season, and even lead to the phenomenon of discounted product quality. Zhang Fucai, chairman of Qiang Furniture, suggested that consumers should avoid furniture when they buy furniture. "Purchase when you have demand, when the manufacturer's production cost will be relatively low, and the quality of the product will be better."

Also thinks that the current Beijing furniture consumer market is not very rational is also the chairman of Yifeng Furniture Wen Shiquan. "Now consumers are not paying too much attention to the actual price of products, but are paying too much attention to discounts." This situation has led many furniture brands to raise prices first and then discount them, disrupting the market order. According to Wen Shiquan: "Some brands are 30% off, and after 20% off, it is more expensive than the 10% off the Italian wind." Inevitably, there is suspicion of vicious competition. In this regard, Wen Shiquan advises consumers to be able to consume rationally, identify furniture brands, understand the actual product price, and not be fooled by some low discounts and consume blindly.

Merchants operate rationally and regulate the market

Consumers need to consume rationally, and operators should also operate rationally. "If it is not because of clearance or not doing it, you can't use low prices as a long-term development strategy, which is not conducive to the company's long-term development and brand building." Lin Gaobao, chairman of Green Island Furniture, believes that taking low-cost routes is all For small businesses, they only take advantage of short-term interests and do not have the brand awareness of a century-old store. "So I think consumers should choose brand companies with more development potential. Only such companies can be responsible for the quality of their products, and consumers can be truly assured of buying such products."

In the face of large fluctuations in the consumer market, Qi Lin, chairman of Ronglin Shijia, also believes that although the market fluctuates frequently, it is not advisable to make excessive adjustments to product prices of brand enterprises. "Price should respect the law of value, so the price adjustment of our products has been controlled within 5%." On the one hand, this is conducive to the long-term development of the brand, on the other hand, it also helps to cultivate a good market consumption environment.

Some people in the industry believe that the service items promised by the store will also affect the furniture consumption tendency. Mainstream stores such as Actual House and Red Star Macalline have promised to return goods unconditionally within three months. This was a particularly good benefit, but it also indulged some consumers. They believe that using this as a guarantee reduces the risk of consumption and can be ordered first when the price is low, even if there are changes in the later period, the product can be returned. The industry believes that this phenomenon leads to a great variability in furniture consumption, which has an adverse impact on companies and industries. Therefore, brands should try their best to retain their customers and guide consumers to consume correctly and rationally.

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