Home consumption is more inclined to hypermarkets

Since August this year, the National Building Materials Home Furnace Index (BHI) has been rising, bringing huge expectations to the home market in October. Recently, Red Star Macalline announced the sales performance of the mall during the “11th” promotion period. The total sales of merchants nationwide exceeded 4.5 billion in 7 days, a year-on-year increase of over 15%. The shopping malls of major cities ushered in the peak of passenger flow throughout the year.

Statistics show that during the “11” period, the sales of shopping malls in major cities across the country showed a general upward trend, and the growth of first- and second-tier cities such as Beijing, Shanghai and Nanjing reached 10-20%, while the performance of fourth-tier cities was the most eye-catching, with an overall increase of about 30%. Among the 115 shopping malls in the country, Shenyang Tiexi, Guiyang Nanming, Chongqing Jiangbei, Xi'an Taibai and Jinan and other shopping malls were eye-catching. Among them, the total sales of merchants in Sichuan region historically achieved a year-on-year increase of 126%.

From the perspective of the whole country, there are two consumption characteristics that are more obvious. First, the sales are in the M-type trend. The long-term sales of the long-term and the first two days are high, and the middle three days are relatively stable. Second, consumers are more rational in their purchasing behavior. Buying furniture favors large-scale stores, and then compare orders to become mainstream. The industry believes that this has a lot to do with the uniqueness of home consumption. Household consumption is unfamiliar consumption, but also a large consumption, so consumers will prefer large stores with better quality and service to reduce risks, and they will spend a long time to choose and compare before the final purchase decision. This orientation will be more pronounced during the promotion period.

Recently, the selection of green leading brands jointly organized by Red Star Macalline and China Quality Certification Center will be announced soon. Red Star Macalline hopes to promote the green development of the entire home furnishing industry by stimulating the attention of industry brands to green homes.

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