The "May 1" small holiday has passed, and the promotion war in the home market has come to an end, and it has also reached the time when the merchants counted the May 1 harvest. Sohu Home and Beijing News and Beijing Evening News launched a survey on consumer behavior in the home market before and after the May 1st. According to the survey results, consumers are still paying the most attention to discount sales when they are spending in the store. At the same time, the amount of the consumer is more cautious despite the need to survive.
The integrated store is still the main place to buy
According to the survey, the most important way for consumers to purchase household products is through physical storefronts, which are mainly integrated chain home stores, accounting for 60%, followed by brand flagship stores, accounting for 30%. Another survey shows that consumers who purchase through online group purchases, community group purchases, and merchant organization collections account for more than 30%. It can be seen that the store is still the main place for holiday consumption, and the promotion policy of the home store affects most consumers.
Just need to survive, but the budget is small
Although the influence of the property market regulation on the home furnishing industry still exists, some merchants said that the control measures inhibited the speculative demand, and the market space of the home is still very large. This view of the May 1 Household Consumption Survey confirms this point. Among the consumers who participated in the survey, 73% of them were completely renovated in the new house, and the number of people in the old house decoration accounted for 21%. Among these consumers, self-purchased commercial housing is the largest, accounting for 86%, and the proportion of affordable housing and rental housing is small.
However, despite the need to exist, the survey showed that the amount of single consumption was too small. During the May 1st period, the total cost range for consumers to purchase household products was mostly below 20,000 yuan, which indicates that the poor economic situation has led consumers to be cautious in purchasing behavior.
The form of discount promotion is still the most respected
Although the implementation of the clear price of the store has made the merchant's discount space smaller and smaller, it turns out that the discount is still the most popular holiday promotion behavior of consumers. Compared with the form of cash reduction, coupons, and lottery, consumers who choose “direct discounts are more attractive†account for 89%. However, half of the respondents believe that the activities launched by the home buyers during the May 1st period are generally strong, and the discounts are not attractive enough.
Most worried about promotional propaganda
Pre-holiday surveys show that the most worrying issue for consumers to purchase household products during May Day is that “false propaganda violates integrityâ€, accounting for 71%, followed by after-sales service without guarantee, accounting for 27%. After the post-holiday survey, consumers believe that “the promotion and promotion launched by the merchants during the May 1st period is relatively real and there are certain discrepanciesâ€, accounting for 82%. Therefore, in terms of discount strength and promotion, merchants need to reduce their gimmicks and understand consumption. Make consumers more satisfied.
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