Design or will become a new selling point for home building materials

According to the National Building Materials Index (BHI) released recently, the BHI for August was 115.91, up 3.86 points month-on-month and up 1.91 points year-on-year. This is also the first year of BHI increase this year.

In recent years, due to factors such as the domestic macroeconomic situation, national regulation, and rising costs, the home building materials industry, such as the floor of the real estate downstream industry, has been hit hard. However, due to the recovery of the real estate market, the home building materials market also showed signs of recovery.

However, home building materials companies that have experienced troughs are still in the adjustment period, and many chain home building materials stores have begun to transform.

Design as a stimulating selling point According to online survey data, more than 50% of consumers agree to ask designers to design the overall style for the decoration, especially in first-tier cities such as Beijing, Shanghai, and Guangzhou, which is close to or more than 60%. In the daily business process of home stores, 30% of consumers are driven by designers, and designers have a significant influence on the stores.

Design or will become the new selling point of home building materials such as flooring industry "Now simply relying on promotional activities can no longer attract consumers, consumer demand has undergone great changes, not only pay attention to quality and price, but also hope to buy quality and cheap At the same time, it can also meet the visual needs and products that match the family design style.” Che Jianfang, vice president of Redstar’s Meikailong Furniture Group, also said that they first tried to “restorate” the designers at the Global Home Design Week. Very good, many consumers take the floor plan and renderings directly to consult the designer. This time, the designer-centered marketing campaign also brought 30% to 50% of consumers to Redstar Macalline.

For a long time, the development of domestic home furnishing chain brands such as flooring has been driven by scale, combined with the scale, the market share, and attention, investment in brand image, service, innovation, etc., and the long-term and core competitiveness are not outstanding. Therefore, the ability to resist market risks is not strong, and it is vulnerable to market fluctuations and market competition.

In the context of industry saturation, increased competition, and rising costs, transformational changes are the only choice for domestic home-chain brands to break through and develop. “However, abandoning the price war and instead focusing on improving services and building brand image will sacrifice the growth and performance of the brand in the short term, and the corresponding market share may also be lost due to the low-price strategy of competitors. How to stabilize? At the same time of market share, improving product quality and service is a problem that domestic home furnishing brands must solve.”