Post-holiday promotion continues, Merlot and other home businesses after the Nuggets

The May 31 holiday is over, but the home market is not hot, and the holiday economy continues to spread after the May 1 market. As of May 6, Red Star Macalline, actually home Other major hypermarkets and the largest local furniture distribution center in Chengdu, Bayi Furniture City continue to carry out various promotional activities during the holiday period. The home e-commerce represented by Melaleuca is to create a wave of “after the May 1st”.

(After a small holiday, the popularity of home stores continues)

Just need to drive the promotion of "people" and "finance" after the holiday

Spring is the peak period of traditional decoration, and May 1 can be said to be the biggest promotion node in the first half of the year. Many merchants have made it a golden “week” effect. Although the property market in spring this year has been “cold-cold” due to credit tightening and self-housing, overall, the property market turnover this year has increased compared with last year. Coupled with the real estate business "peace price" and other promotional policies, to a certain extent stimulated the real estate market. Driven by the upstream property market, this year's home market has injected “source water”.

The reporter is visiting Chengdu Fusenmei Home, actually home When the store found that many of the settled merchants continued the promotion until the weekend. A building materials dealer told reporters that the date of the 43rd Housing Fair in Chengdu is May 1st to 5th, which is bound to trigger another small explosion after the May 1st holiday, which is expected to appear this weekend. It is worth noting that this year's "May 1" market passenger traffic, the consumer housing population accounted for a proportion. According to experts, with the delivery of housing in this year, the housing will become a new growth point in the home market.

Cost-effective, logistics and distribution is the key to the business user experience

The holiday economy 51 exception is a discount promotion, but as household consumption becomes more rational, the price is no longer affected. consumer The decisive factor in the purchase. The best-selling of high-end solid wood furniture in the May 1 home market this year is a good illustration of this problem. According to many merchants who settled in the store, there are more mid-to-high-end customers who come to the store this year, and they have higher requirements for the quality of life at home. The excellent performance of solid wood furniture in natural materials and environmentally friendly coatings is favored by many owners. The person in charge of Melody's May Day event revealed to reporters that more than 70% of the furniture that participated in the May Day promotion is imported solid wood furniture overseas. Thanks to the cost advantage of Southeast Asian furniture manufacturing, this batch of furniture has achieved good results with high cost performance. Sales Performance.

In addition to the price/performance ratio, the big hit "logistics card" is another feature of the Wuyi home market, which is particularly evident in the e-commerce business. For example, the full amount of Merlot can enjoy 5 packages (package logistics, delivery, going upstairs, Installation, return), Amoy brand Lin's "three guarantees to home" and so on. It is an indisputable fact that the maturity of the current logistics industry cannot keep up with the development of e-commerce. After the start of 2014, Tencent, Ali and other e-commerce giants have increased or decreased their self-built logistics. In the field of home, Merlot's performance is also remarkable. Its self-built logistics system is divided into three levels: “central warehouse + city warehouse + exhibition hall warehouse”. The total number of warehouses is close to 500. The logistics outlets have basically achieved the full coverage of China's first and second lines. Based on this relatively complete logistics system, Melody has launched the first “time-limited” service in the home industry. It is reported that after the launch of the service, Merlot's return visit survey data shows that customer satisfaction has increased by nearly 8 percentage points.

Whole house purchase becomes the new "defect" of the business Nuggets

With the continuous improvement of people's living standards and the rapid development of the furniture industry, people's consumption concept of furniture products has gradually changed from practical consumption-based functional consumption to art that focuses on overall design and matching. In this context, “full house support” as a new concept of overall furniture configuration, more and more consumers Identity. In the survey conducted by the reporter, it was found that the “big orders” that emerged during the May 1 promotion period of each merchant were almost all customers who purchased the whole house. The biggest beneficiary in this new home consumption field is the now popular O2O e-commerce Merlot.

In mid-April, Melaleuca piloted the “full house purchase” business in Chengdu, and subsequently expanded to Shenzhen, Tianjin and Ningbo. During the May 1st event, the total purchase order of Melaleuca was different from the whole house customization. Melaleuca’s “full house purchase” is a “customized” purchase in the field of finished furniture. The optional privilege of the product includes 30 small. Classification, classification to meet different advanced conditions can enjoy different price concessions. The launch of Merlot's whole house purchase can be said to be an innovation in the purchase of finished furniture. For Merlot itself, it is undoubtedly a deep integration of the furniture business. Once the scale effect is formed, Melaleuca can significantly reduce the production procurement cost. In turn, the terminal price advantage is obtained. Some insiders expect that this business will promote the unit price of Melaleuca more than three times, which will completely open the gap between Melaleuca and Amoy brand home furnishing, and rank among the industry giants. And right consumer For that, it is satisfied consumer The desire of home improvement DIY can adapt to consumers The diagram is convenient and quick to set the concept of home. The person in charge of the Merlot full house purchase project said that the whole house purchase will be a long-term help. consumer The money-saving home plan continues to push and will expand to the country.

Although the small holiday has been closed, the competition in the home market after the May 1st market is right. In this “golden” moment, which has always been the most valued by merchants, home shop dealers and e-commerce companies have created the “Golden Week” effect, and new promotion methods based on new models and new channels have emerged in an endless stream, and have not caught up with the reasons for holiday trips and other reasons. Long holiday promotion consumer In fact, it is also a good time to scouring the "treasure".

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