April is the decoration season, which should be a golden month for the home sales industry. However, as the downstream industry of the real estate industry, the entire furniture industry is facing greater pressure due to the downturn in the real estate market. On the 17th, the reporter visited and learned that the sales volume of many furniture franchise stores have experienced different degrees of decline, especially for some high-end solid wood furniture brand stores, the sales volume has dropped by up to 70%. The public regrets that the sales of gold furniture dropped sharply in April. The weather outside is already hot and hot, but in some home stores in the city, there is a hint of shady, and this is commensurate with the scarce consumers. On the 17th, in the Jinyu home market, Mr. Zhang, who had just renovated the wedding room, was ready to start the furniture. In the past two weeks, he has only added two large pieces of bed and sofa in his new house, and other furniture is still under consideration. "Buy a house for 200,000 yuan, and spend more than 70,000 yuan on the decoration. The money on hand is not a lot. The sofa and bed cost more than 10,000. The rest of the furniture is not going to be bought very well. It is practical." Said the gentleman. Mr. Li, who is buying a home, also said that buying furniture can save some, and he is preparing to buy some sheet furniture. "I have been idle for a morning, no one guest, the recent business is too weak." On the 17th, on the second floor of Tianma Furniture City, manager Yang of a brand furniture store told reporters that compared with the previous two years, conservative estimates, Overall sales fell by nearly 30%. "In April of last year, the number of people who came to buy furniture should be increased, but this month has passed more than half, and still has not picked up." Ms. Yang said that the furniture industry is not as good as before, on the other hand, it is a foreign home. The impact of the square, on the other hand, was also affected by the recent downturn in the real estate market. The decline in sales of mid- to high-end furniture with a price tag of nearly 10,000 yuan or even more than 10,000 yuan was particularly noticeable. Ms. Tian, ​​who runs a brand of Chinese-style furniture, told reporters that in the past month, the sales in their stores had just reached 100,000 yuan, and in April last year, they were able to sell for three or four hundred thousand yuan. "Now, the operating costs such as labor costs and rents are very high. In the face of the depressed market, we can only support it." Ms. Tian said. The reporter visited and learned that, even worse, some stores have not opened since the Spring Festival. In order to attract customers' promotions, it is very hard to "fifty-one". In order to increase sales, some furniture brands have begun to move forward the "May 1" promotion. The person in charge of a bedding store in Jinyu Home Market said that some promotional items The price cuts reached 50%, "it is the biggest concession in the history of this brand." On the 17th, at the Red Star Macalline Home Plaza, every time a store front door, the service staff will always meet in front of the door, giving a warm introduction. . A lot of promotional items in the store are on display with a 50% discount promotion card. "50% off, basically no profit, it is to change the price." And in the Tianma home market, a furniture brand sales staff Ms. Dong said frankly, everyone is very sensitive to the price, the furniture sold in the last month, The promotion still accounts for the majority, so that the price of the after-sales is basically close to the bottom line, and these profits are all made by the merchants. When they encounter some demanding customers, they also need to send some small furniture products, and the profits are squeezed. Very limited, and sometimes even lose money. "Now I am applying for a promotion policy with the manufacturer. I hope that manufacturers can send more special products to ease the pressure on our agents." Ms. Dong said that it is also a scalp to promote. Che Jianlin, chairman of Jining Hongxing Meikailong Home Plaza, told reporters that during the May Day, they will pay 7 million yuan for profit. "Under the downturn in the real estate industry, from the perspective of the domestic home industry, there are enormous pressures. The ability to maintain operating costs is profitable. Through large-scale promotion, consumers are encouraged to survive the winter of the furniture industry." Price reduction is not important. Brand quality is more important. “The depressed real estate market has indeed affected the downstream furniture market. It is reflected in the retail market. All brands are making big promotions, and this is only a passive response. Conducive to the benign development of the market." Ma Hong, deputy secretary general of Jining City Furniture Industry Association said. Ma Hong believes that in order to avoid being eliminated in the increasingly fierce market competition, furniture sales vendors have taken countermeasures, and this kind of response is mostly “price-for-moneyâ€, but the result is that the entire market price system is facing The direction of vicious competition is developing. In the competition, in order to survive, the furniture retail enterprise must rely on the brand, pay attention to the quality and style of the product itself, highlight the service and cater to the needs of consumers, instead of simply going to the high-end route or playing the low price card. "These two methods are not desirable." At the moment, the tough market situation is also a test for these furniture retailers. Whoever can withstand this test will win the market.
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