Promotion of value-added services to attract consumers home sales promotion battle has started

In 2013, the home furnishings market in Chengdu quietly kicked off in March. As the new year's promotional season approached, consumer concerns have evolved beyond just avoiding "pseudo-discounts" or purchasing substandard products. Now, they are increasingly looking for more direct, practical, and thoughtful value-added services throughout the sales and after-sales process. This has become their top priority when shopping for affordable home goods this year. It is clear that in 2013, winning over consumers isn't just about low prices anymore—it’s about whether the value-added services behind those low prices can keep up with expectations. The competition is shifting from price wars to service innovation. One of the key strategies in this battle is information transparency. Ren Cheng, vice president of a major home furnishing store, emphasized that if every furniture product had an "identity card" or "resume" with accurate and reliable information, consumers would make more informed decisions. To achieve this, the Redwood Town Hall at Lize Store implemented strict measures: all merchants must provide a product manual, quality card, and certification according to the 2012 national standard. They also conduct self-inspections to ensure compliance and even launched a "Redwood Cultural Lecture Hall" to educate consumers. Another approach is breaking down pricing barriers. Che Jianxin, chairman of Red Star Macalline, introduced a "breakdown reserve price" promotion, where selected brands offered substantial discounts based on the lowest transaction prices from the past six months and the next three months. Some items were available at as much as 20% off. The goal was to allow consumers to purchase high-quality home products at regular prices, helping them upgrade from low-end to high-quality living spaces. Chengwai Chengjia Plaza took a different route by focusing on value-added services. General Manager Liu Changhe highlighted that promotions should not come at the cost of poor service. The plaza introduced free design consultations, project budgeting, on-site measurements, and full-process supervision. They also encouraged collaboration between brands to offer group purchase discounts and customized services, making the home renovation experience smoother and more personalized. Lanjing Lijia Home Plaza adopted a customer-centric strategy by launching the "New Service Era" in 2013. They formed a "Satisfaction Service Brand Alliance" and introduced nine new service promises, including 24-hour response to complaints, 48-hour resolution, compensation for delayed deliveries, and price guarantees. These initiatives aimed to build trust and ensure a better shopping experience for customers. As the promotional season kicks off at the end of the month, many "pseudo-discounts" are gradually disappearing. For those planning renovations in May and June, it's time to start preparing now. With major home furnishing stores and brand outlets unveiling their promotions, the "promotional war" remains a key strategy for capturing consumer attention. However, the focus is no longer just on lowering prices—it's about delivering real value and building long-term trust.

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