East longitude 120 ° NORTH LATITUDE 30 ° ---- Shanghai China Construction Expo (Shanghai)
time: March 24-26
scale: 170000 square meters
east longitude 102 ° NORTH LATITUDE 30 ° ----- Chongqing First Chongqing custom home Expo
time: March 27-29
scale: 70000 square meters
east longitude 113 ° NORTH LATITUDE 23 ° ---- Guangzhou Guangzhou Custom Home exhibition
time: March 26-28
scale: 80000 square meters
east longitude 116 ° NORTH LATITUDE 40 ° ---- Beijing CIDE Beijing custom home door exhibition
time: March 7-10
scale: 130000 square meters
the orientation of a table of mahjong is just right! The total area of the four exhibitions is Nearly 500000 square meters, and next March will be a very busy month for China's custom home industry. Throughout the year, there are dozens of BtoB exhibitions related to custom home. Some people attribute the reason to "excess exhibitions". I don't agree with this view. Under the market economy environment, the relationship between supply and demand will not deviate too much. So many exhibitions can be fully recruited, the reason is also that the demand of customized home furnishing enterprises for exhibitions has increased when the outbreak occurs. Tracing back to the source, we should find out the reasons why customized home furnishing enterprises have increased demand for exhibitions.
I. Economic growth and upgrading of consumer market demand
according to the data published by the National Bureau of Statistics and IMF, in 2019, China's per capita GDP exceeded 10000 US dollars, and the per capita disposable income of residents exceeded 30000 yuan, an increase of 8.9%, which brought about the continuous expansion of the consumer goods market. Perhaps these data have no feeling for everyone, so it will be more direct to look at this problem from the changes in the building materials home market over the years. Looking back, big customization has shown explosive growth in both supply and demand, wooden doors, cabinets and bathroom brands have turned to big customization. Intelligent hardware blowout, almost overnight smart lock became the protagonist of the exhibition. Consumers began to be willing to pay for the design. In recent years, this is the most important thing for the home decoration industry. Home designers not only grew rapidly, but also began to design soft clothes, lighting design and other sub-sectors. All kinds of signs show that the household consumption market is growing steadily. Even under the influence of the Black Swan epidemic in 2020, the demand growth of the overall household decoration market is still strong.
It is the upgrading of the consumer market that has brought about the growth of the home furnishing market, which in turn has brought about the growth of the demand of home furnishing enterprises for exhibitions.
Second, new marketing models emerge one after another, and sales channels are updated too fast.
The epidemic in 2020 hit the world unprepared. Offline sales in China once stagnated, and almost all sales of consumer goods were transferred online. In fact, before the epidemic, the sales mode was always changing, and marketing modes such as community mode, alliance mode and designer mode emerged one after another. Until now, these new marketing models bring higher efficiency and accelerate the elimination of distributors still immersed in the old sales model, resulting in faster sales channel changes.
The iterative demand of brand manufacturers for sales channels is the boosting agent for the explosive growth of exhibitions. There are a large number of rapidly developing brand manufacturers and chambers in the home industry participating in multiple exhibitions in different regions at the same time.
III. Intensified competition among brand enterprises and heated channel Wars
china's reform and development has been more than 40 years, and the housing reform has also been over 30 years. In these decades, China's building materials and home furnishing market has gradually developed from scratch. Currently, it has crossed the formation period and growth period and entered the mature period. After entering the mature period, the market has become saturated, the growth of sales is far lower than the capacity growth of various manufacturers, the internal competition in the industry is extremely fierce, the channel War is white-hot, and mergers and acquisitions among enterprises appear in large numbers, many small businesses quit.
As the most direct main battlefield of channel competition, the exhibition is the main battlefield that brand manufacturers cannot pass. Therefore, there are many brand manufacturers who are tired by exhibitions on various occasions while still choosing to participate in the exhibition.
Above, we analyzed that the growth of industry demand is the main reason for the increase of exhibitions. Although many enterprises in the industry complain about "the surplus of exhibitions", we still need to see the impetus it brings to the development of the industry. Brand Enterprises can participate in exhibitions around the country according to their own market positioning, and the audience can also view the exhibitions nearby to avoid car and horse fatigue.
(Article Source: Chongqing custom home Expo, invasion and deletion)
