After experiencing the financial crisis of 2008 and a slight recovery in 2009, the home improvement industry in 2010 was slightly understated and mature due to the property market. The unmistakable list allowed the home improvement enterprises, large and small, to slowly recover from the past downturn and re-emerge in the market. At the same time of the recovery of the whole industry, the competition of various brand enterprises has become increasingly hot. Whether it is the change of marketing methods or the continuous improvement of the service quality of enterprises, in the final analysis, it is to attract more customers and occupy market share. However, it is this kind of competition that makes the home improvement market in 2010 appear more exciting.
Home improvement package is popular
“Package†style decoration is rapidly becoming popular in the industry with its eye-catching and affordable “package†price. In 2010, the “package†model also developed from the earliest main price card to the current service concept and cultural connotation. In addition to Jihong, Oriental Home, Meibao and other old-fashioned package companies, many brand home improvement companies began to join in 2010.
“The home improvement package is not a new word. In fact, we have been doing it in the past few years,†recalls an industry insider who recently entered the home improvement package. At that time, the concept was still very new in the Qingdao market, but it was marketed as soon as it was launched. Concern, because the price is very transparent and measurable. As some emerging home improvement forces really promote the package as the mainstream business of the company, the package has gradually become the emerging consumption mode that the people are most willing to try in 2010.
So, compared with traditional decoration, is the way of the package cheaper for the mass owners? “The answer is yes.†The relevant person in charge of Jihong Decoration said, “This is actually the result of competition in the industry. In particular, many emerging home improvement companies are more likely to win the owners quickly by means of packages because of the lack of brand soft power. 'Fangxin', get the signing, enter the mainstream mass consumer market." "However, some packages on the market are too prominent for low prices, which is not conducive to the quality of decoration and personalization." A senior designer also has his own point of view. The package on the market is mainly aimed at low-end and middle-end owners. Some companies have already begun to try to break this set of rules and formulate a package strategy specifically for middle and high-end owners. I believe that if the strategy is right, the benefits and quality of the package will be worthy of the name and will be welcomed by consumers at more levels in the future. Home improvement group purchase is sought after
Although the price wars and promotion wars in the major home building materials stores in the island city have indeed attracted the attention of many consumers, the author learned in the interview that consumers who tend to rational consumption have put more eyes on 2010. Many large group purchases will be held.
Ms. Zhang, who is preparing for the wedding room, told the reporter that she signed up for the large group purchase meeting of Qingdao News Network in December. For her “home decoration illiterateâ€, the home improvement group purchase will be an effective way to obtain good quality and cheap goods. . "I don't know anything about building materials and homes. I can't tell the difference between good quality and bad quality. I don't know how to bargain with the merchants. It's a layman, and the group purchase will make up for my shortcomings. I can buy it. Reassuring and cheap products. However, some insiders remind consumers that they should be careful about buying traps while advocating ultra-low prices. It is understood that in some group buying activities, in order to increase product sales, merchants will hit the ultra-low price to attract consumers, and even use the consumer's bargaining psychology, deliberately set aside price to consumers.
Experiential marketing upgrade
In 2010, the home improvement experience museums and model rooms of Bolognese, Dongyi Risheng, Yuanzhou, Yezhifeng and other home improvement companies were replaced with “new clothesâ€, and the number of consumers who came to visit and consulted gradually increased.
The reporter found that the layout of many experience pavilions has been displayed from the original list space and has become an overall display of real-sized houses. There are even floor plans and design renderings. The cabinets in the model rooms are no longer empty, but the clothes and shoes of the "master" are installed, and each furniture and home accessories are also price tag.
The industry believes that the powerful home improvement enterprises pay more attention to passing their ideas through the model room experience hall. The products are basically produced by the home improvement company's own factory, which has formed a system, so you can see each brand. There is a unique side that cannot be copied. This not only achieves brand differentiation, but also raises the industry threshold. Not everyone can do the model room and experience hall. The experience hall is no longer a mere display, but a transfer of brand ideas.
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