The downturn in the property market, the home improvement industry has surprisingly recruited leading home improvement companies to upgrade their marketing strategies
Taking the BMW X5 as a after-sales service car, one-year installment of interest-free home furnishing, and huge sums of money to hire an Olympic champion endorsement ... In June, Zhongshan's home furnishing industry reproduced the long-lost bustle, not only the marketing methods are new, but its promotional efforts are also increasing.
"The most powerful after-sales service car in history" is now in Zhongshan
Recently, a post titled "The Best Service Car in the History" quickly became popular on the horizon. After posting a few days, it attracted the attention of many netizens. The poster claimed to be a photography enthusiast. One day, in Shiqi District, Zhongshan, he accidentally saw that a wooden flooring company actually used the BMW X5, which was worth more than a million, as a service car. Through the investigation, the reporter found that the entire incident was nothing more than a marketing tool used by the company to "make eyeballs" due to sudden market pressure.
The reporter interviewed the relevant person in charge of this "most cattle brand" in Zhongshan District on this matter. He said that 2011 was the most severe year for China's real estate macro-control. The building materials industry, which is the lower end of the real estate industry chain, has fallen into a rare downturn for many years. In the past, some floor brands that engaged in vicious competition through price wars have been eliminated from the game of product upgrade and integration. With the further deepening of regulatory policies, the competition in the flooring market will undoubtedly become more intense. Innovative marketing model is an inevitable choice for brand competition. The era of pure price competition has passed, and now the competition of brands must rely on the marketing strategy.
Leading home improvement companies have upgraded their marketing strategies
Not only did the flooring companies play "horrible" cards, but the decoration industry was also heavily involved in hiring Olympic champions for endorsement, or three-day two-headed group buying, "buying decoration, sending home appliances", and "installing new houses by installments".
The relevant person in charge of Yating Decoration told reporters that the macro-control of the property market that has continued since last year has indeed caused a major impact on the home improvement industry. Coupled with the sharp rise in costs, it has also formed a "left and right strike" on the home improvement industry. Compared with the same period last year, the prices of some home improvement companies have generally increased by 5% -10%. In this market situation, only by constantly adjusting marketing strategies can we survive.
"The cake hasn't grown bigger, but more and more contenders"
Talking about the current consumer market, the vast majority of home improvement building materials companies admit that the situation is not optimistic, especially in the first half of this year, showing a rare downturn. In fact, the property market in many first-tier cities in China is not optimistic, but the Zhongshan property market is unique, with both volume and price rising. Since there is such a high market transaction environment, why is there a continuous downturn in the home improvement industry in Zhongshan?
In this regard, Zhongshan industry insiders said that Zhongshan's early real estate market was dominated by self-occupancy demand, which brought great vitality to the home improvement market. However, in the past two years, with the construction and completion of large-scale transportation such as urban rail, more and more investors have shifted their focus from first-tier cities to Zhongshan. The home improvement industry brings benefits. Because they buy a house for investment, they are not in a hurry to renovate. On the other hand, more and more companies have entered the home improvement industry in Zhongshan in the past few years, and competition has become increasingly fierce. Under the influence of these two factors, the Zhongshan home improvement market has formed a situation in which "the cake has not become larger and more and more people are dividing".
Wine rack,stainless steel wine rack,Iron wine rack, wine holder,Goblet Holder
wire holder is made of high quality 304 stainless steel, It is easier to clean without rust, safe, healthy and durable, Prevent rust or chemicals from contaminating food and damaging health. Suitable for putting wire bottle.
China leading manufacturers and suppliers of Wine Holder,Wine Bottle Holder, and we are specialize in Wine Rack,Hanging Wine Rack, etc.
Bar tools,Wine rack,stainless steel wine rack,Iron wine rack,wine holder,Goblet holder
Shenzhen Lanejoy Technology Co.,LTD , https://www.compressionspring.net