August decoration "picking cheap"
"Many building material brands and home improvement companies are offering discounts. Is summer renovation more affordable? Ms. Li, a citizen, recently moved into her new house in June. Originally, she planned to wait for cooler weather before starting the renovation. However, she changed her mind and decided to decorate early.
Unlike Ms. Li, expectant mother Ms. Chen is about to give birth next month, and her new house will be delivered in August. "I originally planned to hire a decoration company before giving birth, but I still prefer to focus on my confinement," said Ms. Chen. She has been keeping an eye on home improvement trends throughout this year.
After mid-year, July, August, and September are traditionally considered the off-season for home improvement. With the current low market conditions, can consumers take advantage of the season and "grab a deal"? A reporter visited the market to find out.
[Image: Jinzhi cabinets are modern.]
**Summer Renovation Might Be Cheaper Than Peak Season**
Data shows that in June 2014, a total of 14 residential projects were reported in six districts and three counties in Changsha City, with a completed area reaching 480,530 square meters—a decrease of 39,578 square meters compared to the same period last year. According to incomplete statistics, there were 52 houses delivered in June this year, including 19 fully finished homes. The number of housing deliveries has dropped sharply this year. In 1983, only 8 real estate units were delivered, totaling over 5,000 households. A marketing director from a brand home improvement company shared that their data showed a 15%-20% decrease in real estate deliveries during the same period as 1987 and 2003.
In addition, the home improvement market entered a low season in the first half of this year, and the arrival of the off-season has made the market situation even more challenging. It is understood that many home improvement companies began planning how to cope with this tough period as early as July. At the same time, several home improvement companies held anniversary events and promotions similar to previous years. Companies such as Dianshi Home Decoration, Midi Home Decoration, Famous Artisan Decoration, Xijuan Decoration, and Gold Space Decoration all launched anniversary promotions and related discounts. "This time, the cost of renovation could be more than 10,000 yuan cheaper than in the peak season," said a home improvement marketer.
At the same time, under the off-season, building material vendors have also adopted strategies such as "huddling together to keep warm." Some well-known building material brands across the country have formed alliances or promoted sales together in certain markets, allowing consumers to enjoy discounts and purchase all materials in one stop.
[Image: Beautiful non-woven wallpaper.]
**Consumers Value Quality Over Price**
"The discount levels are not much different, and price isn't the most important factor," said Ms. Chen. As a prospective mother, she is more concerned about quality and environmental protection than just price promotions. During the first half of this year, the usual "wheel war" promotional activities didn't tempt her.
Industry experts believe that in recent years, the home furnishing market has shown a situation where there is no true off-season. Although this year's market conditions are very challenging, the off-season is still an opportunity to steadily win customers. "We haven't made any special measures or discounts. We still need to do our job well as we always have," said the sales manager of a brand home improvement company.
Editor: GO Jiaju CC
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