Wuyi home market survey report: half of consumers are dissatisfied with the discount

According to the survey, the most important way for consumers to purchase home products is still through physical stores. Among them, comprehensive chain home furnishing stores account for about 60%, followed by brand flagship stores, accounting for 30%. Another survey questionnaire shows that consumers who purchase through online group purchases, community group purchases, and merchant organization collective purchases account for more than 30%. This shows that the store is still the main place for holiday consumption, and the promotion policy of the home store affects the vast majority of consumers.

Just needed, but the budget is small

Although the impact of the housing market regulation on the home furnishing industry still exists, some merchants indicated that the control measures are suppressing speculative demand, and the home furnishing market space is still very large. This May 1st household consumption survey confirmed this view. Among the consumers who participated in the survey, 73% of them were fully renovated in new houses, and 21% of them renovated old houses. Among these consumers, the majority of self-purchased commercial houses account for 86%, and the proportion of affordable housing and rented housing is very small.

However, despite the need to exist, the survey shows that the amount of single consumption is relatively small. During the May Day period, most of the total cost range for consumers to purchase household products is below 20,000 yuan, which shows that the poor economic situation has led consumers to be cautious in their purchasing behavior.

The form of discount promotion is still the most respected

Although the implementation of the store's clear and real prices makes the discount space for merchants smaller and smaller, it turns out that discounts are still the most popular holiday promotion behaviors by consumers. Compared with cash relief, coupon rebates, and lottery draws, 89% of consumers choose to "direct discounts are more attractive." However, half of the respondents believe that the activities launched by home furnishing companies during the May Day of this year are average and the discounts are not attractive enough.

Worrying about promotional fraud

The pre-holiday survey showed that the most worrying issue for consumers buying home products during May 1st is "false propaganda violates integrity", accounting for 71%, followed by after-sales service without guarantee, accounting for 27%. The post-holiday survey results show that consumers believe that "the promotion and publicity launched by the merchants during the May Day period are more authentic, and there are certain discrepancies" accounted for 82%. Therefore, in terms of discount strength and promotion, merchants also need to reduce gimmicks and understand consumption before they Make consumers more satisfied.

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