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May is the traditional peak season for the home building materials market, and the major home stores in the provincial capital are also eager to produce a variety of promotional advertisements. However, this year's market reaction is somewhat different from previous years, and it seems a bit light. Get busy with the "opening" busy promotion in order to meet the peak season of home improvement, before the "May 1" small holiday, some new home brands, and even home stores will be closed up, intended to compete for the market. According to industry insiders, during the "May 1" period this year, many European classical style homes, fresh and sweet Korean-style homes have been unveiled in Hefei, giving consumers more choices. In order to attract more customers, after the entry into May, the promotion activities of various home stores are also varied. Some big-name family cards, launched "friends and friends inside the purchase", in order to close the distance with consumers; some launched a one-stop promotion activities, furniture, home appliances, cars and other exhibitions gathered together; some held "brand "Union" promotion, from the floor, tiles to cabinets, bathroom, ceiling lights, decoration and building materials are all available, jointly held a "signing sale." Insiders said that the promotion of home stores began in April. At present, many furniture manufacturers continue the activities during the "May 1st" festival, basically giving the "lowest price" in the first half of the year, which is very tempting. At present, the high-end home stores such as Red Star Macalline and Real Home are all set up in Hefei. The competition in the home and building materials market is becoming more and more fierce. It is not only better than price, but also better than brand and service. Although the merchants have tried their best to sell, some sales in the home market are not satisfactory. The salesman of a brand ceiling store told reporters that during the "May 1" small holiday this year, the store business volume decreased by 20% compared with previous years. The reason is because the provincial property market under the purchase restriction is not warm and affects the downstream home industry. This statement has also been confirmed in some small decoration companies. On May 1st, Mr. Zhao, the provincial capital, came to a decoration company located near the Green House Community in the government district and signed a renovation contract. The person in charge of the decoration company said that this is the only work that the decoration company took during the “May 1st†this year, and repeatedly sighed that “business is not goodâ€. The price of the virtual standard is “catty†On May 8th, in the home market of the provincial government administrative district, the reporter saw that a pine toy bed of a certain brand of furniture was affixed with a price tag, and the price was more than 3,000 yuan. When the reporter said that "a bit expensive", the sales staff quickly said that the discount in the store is quite large, with 1000 minus 300, and the actual price is 2,000 yuan, which is very cost-effective. In another specialty store selling sofas, the reporter saw that a set of beige fabric sofas sold for 12,000 yuan. The salesperson also said that the store is currently doing activities, after the 50% discount, the price is only about 7,000 yuan. In this regard, some consumers said that many of the brand stores in the home market are “individually in lineâ€, and the promotional activities are also different, lacking unity. Consumers have to run a lap to find out the average price of the industry. However, when visiting the home store, Mr. Zheng, a careful customer, discovered a “weird phenomenonâ€: “This furniture store is 50% off, the furniture store is 20% off, the discount is a bit off, but a similar wardrobe. The discount price of each store is similar." He further believes that the price and discount of certain home stores have certain randomness. This "virtual price, hidden discount" way makes many customers who are not good at bargaining very "injured". Mr. Chen, a citizen of Hefei, ran several home markets in Yaohai area two days ago. He said that because of the serious unequal information between buyers and sellers, for consumers, the real price of home products is completely "fog." ". Sometimes I thought I had gotten cheap, and when I turned back to communicate with other decorators in the community, I found out that I was still "slaughtering." “If every store and every item has to be sold at a discount, what is the significance of this price?†Mr. Chen said. Some insiders said that the phenomenon of high price has also appeared in home appliance stores. However, in recent years, the provincial city appliance stores have pushed the “clear price†to promote the formation of a market integrity trading atmosphere. Home stores should also learn this practice, and the leading enterprises will demonstrate first, driving the entire industry to wash away the glitz of “virtual priceâ€. The home industry is facing shuffling It is reported that the sales of the national home furnishing industry declined in 2011, and the market situation this year is not satisfactory. Ms. Huang, who runs panel furniture in a home store near Qingyang Road in Hefei City, told reporters that the rents of the facades and the staff of the stores are all rising, but the sales are not rising and falling, and the days are somewhat difficult. "It can only be supported as much as possible. It will be better to see the days." Ms. Huang said. On the afternoon of May 8, the reporter visited several home furnishing stores in the government district and the Economic Development Zone, and found that many home brand stores were cold. Many shop assistants even turned off some areas of the lights to save electricity bills. However, as soon as consumers approached, the salesmen immediately launched a 12-point effort. "Now the business is deserted, and every customer who walks into the store must be well received." A brand Cabinet salesperson told the reporter some helplessly. Some insiders analyzed that the home market is not hot enough, and it has a certain relationship with the rapid expansion of home furnishing stores in Hefei this year. In recent years, Red Star Macalline, Iset, East China (International) Building Materials Center, home of the home and other home stores have settled in, plus a number of "old brands" such as the US home, the lake, the Golden Sun, the provincial capital has gathered There are about 20 large home stores. When the home store expanded in Hefei, it coincided with real estate regulation and control, and the demand for households shrank. The home stores that were opened one after another were inevitably affected. “The more and more high-end home stores, the higher the store rents, the higher the price of home products. On the other hand, the market demand is decreasing, and it can only be attracted by activities.†A furniture dealer said. Some insiders have analyzed that after the home store has completed the expansion of the distribution, it will usher in a new round of reshuffle. In addition to improving product quality, how to explore a marketing channel suitable for the current situation is also a problem to be solved in the home industry. In the face of a market that is not hot, the home industry needs a new round of adjustments in sales, brand services and regional operations.