The national day expected by the whole people in 2020 finally came, and many netizens sighed, "there is no regret for the late spring festival". After pressing the pause button for several months, all walks of life finally waited for this carnival that was better than "New Year. Even the home furnishing stores, which has always been deserted, unexpectedly made the author feel a strong festive atmosphere this year.
On October 4, the author came to the Takahashi store of Changsha Juran home as a consumer. Banner advertisements, large and small, scattered colorful kaleidoscope all revealed the "traces" of excitement ".
According to the introduction of several store clerks in the store, the author learned that during the period from September 1 to October 8, jueran Home launched a paid-in 5000 plus 199 yuan to buy a casual single sofa. If the order reaches 10000 yuan, couch yuan will be sent directly, if the order reaches 20,000 yuan, the discount activity of sending one Hisense TV will attract many consumers to come to the store for consultation and purchase.
(Changsha Juran home Gaoqiao store, National Day Real shot)
however, the preferential price of the package offered by most merchants is "unprecedented". In the package activities of many soft furniture brands, 30000 yuan can basically handle the whole House (sofa, tea table, dining table and chair, TV cabinet, bed, mattress, etc.), cabinet customization is cheaper, and the package price is generally around 10000-20000.
But in contrast, the Red Star Macalline festival atmosphere near Changsha South Railway Station is obviously much lighter. In fact, as early as before the national day holiday, the author came here once. At that time, it can be seen that various merchants and stores did not have much offline preparation for the national day event.
However, I didn't expect that during the formal festival, activities in any form of materials were rarely seen, which made the National Day, which should have been booming, seem too deserted at this moment. Perhaps it is because of the lack of activity atmosphere that there is almost no passenger flow in the mall.
(Changsha South Railway Station Red Star Macalline, National Day Real shot)
although this year, Red Star Macalline will focus on online promotions, with 1 billion benefits in official stores, selecting top-rated home goods with a low discount of 5% for consumers, however, the offline experience of the store is also crucial as an indispensable link for consumers to shop.
In this way, the overall performance of the National Day of Juran family this year seems to be much better than that of Red Star Macalline.
In order to have a more real understanding of the situation of various hypermarkets during the national day, the author interviewed three big-name dealers in different industries through various channels.
Interviewer 1: a Red Star Macalline high-end in Shaoxing general Manager Zhang, door and window brand distributor
according to President Zhang, the Red Star Macalline in Shaoxing this year still had very little traffic during the national day, and the impact of the increase in the withdrawal rate of stores in the stores made the national day lack a lively atmosphere. When it comes to whether the current situation of the store will have a greater impact on the performance of the store, Zhang general said that most of the consumers facing high-end business are relatively stable, and their consumption ability is rarely affected by the market environment, so even if there is an epidemic this year, the business of the store is OK.
At the same time, general manager Zhang also said to us, "At present, all kinds of online activities held by the store, including brands, are ultimately profitable only by manufacturers and platforms, because the price is becoming more and more transparent, unless distributors make scale, otherwise, it is difficult to survive."
interviewee 2: Li, a custom brand distributor of a Red Star Macalline in Guangdong
mr. Li is also not satisfied with the current customer flow and overall atmosphere of red star macalline. He believes that this trend is the sorrow of physical stores in the customization industry, because the customization industry always needs physical stores to land, this is beyond doubt, but at present, various online activities continue to accelerate the diversion, making offline drainage more difficult. It was also under the pressure of such an environment that mr. li made full efforts to transform the refined decoration housing market this year. He believed that refined decoration was the trend in the next 10 years and must be grasped.
Finally, the author asked mr. li's opinion on the strategy of red star macalline to develop new business forms such as city station, home decoration and design cloud this year and accelerate the construction of the second curve of growth, he said that the realization of any strategy will take a long time. If it can be realized in the future, it will naturally be helpful to the dealers in the store, but before that, most people may have to bear some extra costs for such a transformation.
Interviewee 3: Mr. Zhao, a floor brand distributor of a Juran home in Hubei province
zhao is always a female boss who has been working in the floor industry for 10 years. She has a deep feeling about the changes in the store in recent years. Mr. Zhao is still not satisfied with the flow of people in the National Day store this year. Although Juran home has done a lot of activities online and offline, the drainage effect is not very good either.
However, Mr. Zhao is very recognized for the online marketing of the current fire. She thinks that under the effect of live streaming, more people know and understand their brands, consumers who come to their stores to buy are also more accurate, which is helpful for offline transactions.
