August decoration "picking cheap"
"Many building materials brands and home improvement companies are offering discounts. Is summer renovation more affordable? Ms. Li recently moved into her new house in June, originally planning to wait for cooler weather before starting the renovation. However, she changed her mind and decided to decorate early instead.
In contrast, expectant mother Ms. Chen is due next month and her new house will be delivered in August. 'I had planned to hire a decoration company before giving birth, but I still prefer to focus on my confinement,' she said. Ms. Chen has been following home improvement trends since the start of this year.
After mid-year, July, August, and September are traditionally considered the low season for home improvement. With the current off-season market, can consumers 'grab deals and save money'? A reporter visited the market to investigate.
[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 completed across six districts and three counties in Changsha City, with a total area of 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 furnished ones. The number of housing deliveries has dropped significantly this year. 'In 1983, there were only eight real estate deliveries, serving over 5,000 households,' said a marketing director at a home improvement company. Data from the company showed that the number of real estate deliveries during the same period this year decreased by 15% to 20% compared to 1987 and 2003.
Additionally, the home improvement market entered a slow period in the first half of the year, and the coming off-season has made the situation even more challenging. As early as July, many home improvement companies started planning how to deal with this tough period. Many also launched anniversary promotions similar to previous years. Companies like Dianshi Home Decoration, Midi Home Decoration, Famous Artisan Decoration, Xijuan Decoration, and Gold Space Decoration all offered special discounts. 'This time, the renovation could be more than 10,000 yuan cheaper than in peak season,' said a home improvement marketer.
At the same time, building material vendors have adopted strategies such as 'supporting each other to survive.' Some well-known brands formed alliances or promoted sales together in certain markets, allowing consumers to enjoy discounts and purchase all materials in one place.
[Image: Alluring non-woven wallpaper]
**Consumers Value Quality Over Price**
'The discount level isn't much different, and price isn't the most important factor,' said Ms. Chen, who is more concerned about quality and environmental protection rather than price promotions. Despite the ongoing promotional activities this year, she wasn't tempted.
Industry experts believe that with the development of the industry, the home furnishing market has become less seasonal in recent years. Although this year's market conditions are severe, it's still possible to maintain steady growth. 'We haven’t introduced any special measures or discounts. We just need to do our job well,' said a sales manager at a brand home improvement company.
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