At the end of the Lunar New Year, all major home stores in Guangzhou have started. The reporter visited a number of home stores and found that during the Spring Festival, the sales were “coldâ€, but in the Spring Festival sales list announced by Taobao, Jingdong and other e-commerce brands, household goods sales were among the best. According to Jingdong's Spring Festival sales growth data, household goods ranked second, with a growth of nearly 200% over the same period. The sales peak of home sales has shifted to the "battlefield" of e-commerce platforms.
Products: Spring Festival "small home" products are favored
It is understood that there will be a small sales peak in the home industry around the Spring Festival every year. Recently, the reporter visited Guangzhou Jisheng Weibang, Mercure New Life, Mahui Home and many other home stores to learn that the Guangzhou home store before and after the Spring Festival "cold", compared with the same period last year, the flow of people decreased.
Ms. Zhang, the salesperson of Jisheng Weibang Maqiduo sofa, told the reporter that during this period, most of the customers who were partially refurbished, “Many customers who only want to change the sofa separately, the customers of the new house decoration have stopped working during the Spring Festival.†TOTO bathroom Guangzhou Agent Lu Zhong felt that this Spring Festival was a bit "sad". He said that the Spring Festival buying tide appeared after the last year, and the sales were not very satisfactory.
However, small household goods ushered in a wave of sales peaks in the Spring Festival, and furniture and home retail brands maintained good sales this year. Ms. Guangzhou dealer Chen Juan said: "Our sales have increased compared with previous years. In addition to the main products of mattresses and bed frames, consumers like to buy massage and sleep products this year."
Channel: Home-based e-commerce sales are at the top
Recently, the national building materials and household prosperity index BHI jointly released by the Department of Circulation Industry Development of the Ministry of Commerce and the China Building Materials Circulation Association showed that the national building materials and household prosperity index (BHI) was 73.99 in January this year, a decrease of 19.74 points from the previous month and a decrease of 5.83 points. The sales of building materials and homes above designated size in the country was 61.70 billion yuan in January, down 32.88% from the previous month and down 9.46% year-on-year.
In this regard, the China Building Materials Circulation Association Industry Research Department publicly interpreted that in 2019, the national building materials and home furnishing market was cold under the influence of factors such as winter cold weather and the Spring Festival, and BHI was significantly lower. Due to the influence of the Spring Festival holiday, it is expected that BHI will be February. Still going down.
After the Spring Festival holiday in 2019, Jingdong announced a set of big data for the Spring Festival sales. Data show that Jingdong sales increased by 42.74% compared with the same period last year during the Spring Festival. Among them, the top five consumer products with the fastest sales growth are: kitchen utensils (399%), home furnishings (185%), gift bags (148%), local life/tourism (107%), medical care (83) %).
The reporter inquired about the sales rankings of online home products such as Jingdong and Taobao. It was found that the kitchen supplies, deodorization and storage products were on the list. In the furniture category, the sales of sofas and beds were the most popular. It seems that the sales of the furniture industry in the home industry is small. Has been transferred to the e-commerce stage.
Recently, after finishing the wedding room, the white-collar Miss He told reporters: "It is difficult to take time to go to the store to go to work. During the Chinese New Year, I bought a lot of decoration materials and small household products on the mobile phone e-commerce APP."
Development: "Traffic conversion" is still the highlight
It is understood that in the published national building materials and household prosperity index, the "popularity index" is still high, continuing the "high popularity" in 2018, and rose by 28.88 points in January. It seems that "flow conversion" is still the highlight of this year's business.
The China Building Materials Circulation Association Industry Research Department said that the industry will continue the "new retail" battle, and the competition in the development of smart homes, building smart stores, leading new demands and promoting consumption upgrades will intensify. How to turn traffic into customers, how to better embrace the Internet, how to use diversified channels organically, or become a key factor in winning the market in 2019.
It is reported that the National Manufacturing Purchasing Managers Index (PMI) issued by the National Bureau of Statistics and the China Federation of Logistics and Purchasing in January was 49.5%, which fell behind for four consecutive months, up 0.1 percentage points from the previous month. Some experts said that the China Building Materials Circulation Association Industry Research Department suggested that home furnishing enterprises should maintain a cautiously optimistic attitude this year. The transformation and upgrading of the industry will not happen overnight, and enterprises need to seize opportunities.
For more information on the home industry, please pay attention to the official website of Xianghe Furniture City http://
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