Why Does The Spring Festival Economy Not Give Strength?

As soon as the Spring Festival is over, all walks of life begin to prepare for the opening of the dragon market.

Thanks to the arrival of the Spring Festival, the hairdressing industry has "laughed", the tourism industry has been burning, the catering industry and garment industry have made a huge profit, pportation industry and communications industry are among the biggest beneficiaries.

Brands are eager to make profits.

It seems that every month of the year there are reasons for discounting the brand. Every new holiday, such as new year's day, Spring Festival, Valentine's day, women's day, labor day, etc., can lead to a holiday economy. The most prominent feature is the Spring Festival, because the holidays are long and the Chinese people are.

The home textile brand also increased the discount sale at this time. Many brands launched 50 percent off promotional activities during the new year's day. Most of the brands with special counters in the shopping mall continued the activities until the end of the Spring Festival. Some brands even made profits again during the Spring Festival, and sold 1~3 crazy sales.

After the Spring Festival holiday, new products have been landed in major shopping malls in Beijing, but almost every brand has a flower car or a corner, and is still concentrating on the sale of over season products.

Some brands have a direct discount on the old products, and some brands promote the sales of the old ones by selling new products to the old ones.

Sales staff said that these products had been the lowest price in a year, and now the purchase is the most cost-effective.

When consumers ask when the Spring Festival promotion campaign will end, salespeople usually indicate that the last day of the Spring Festival promotion is coming to an end or that day, hoping to stimulate consumption, and consumers often do not buy it.

Home textile products are not as popular as fashion, especially those of bedding products.

Why do businesses sell discounted products for the off-season products? The sales staff of Italy home textile brand in Xinguang world said: "there is no obvious difference between the old and new styles, but for the old customers, the products are new and old. At the same time, like the brand of Italy, there will be many new designs every year. The old style has no need to create the profit value, so the discount sale is normal.

In addition, discount on some products is an effective way to improve the performance of counters.

For consumers with low consumption ability, promotional products are more attractive because they have higher performance price ratio, while for other customers, the contrast of promotional products can reflect the difference of the positive price products, so as to show the advantages of new products, and they are willing to choose products that are at the forefront of fashion, which is what they need.

The brand with special counters in the shopping malls has been harvested during the Spring Festival, and many small home textile retailers have long seen signs that the economy of the Spring Festival is not giving enough strength.

Fortunately, there are e-commerce, and all the home textile businesses in Taobao mall are sparing no effort in discounting, claiming that this is the last crazy discount in the year of the rabbit.

During the Spring Festival, the products of fuanna products were 20 percent off, and there were full activities. They liked almost 50 percent off of the whole venue, and also gave extra gifts to them. During the Spring Festival, the activities of 300 yuan reduction of 150 yuan during the Spring Festival did not end.

In short, all businesses are pointing to the withdrawal of funds during the Spring Festival to reduce inventory pressure, so as to free up inventory and market space for new products.

Customer restraint consumption

In contrast to the situation in which brands are eager to make profits, the attitude of consumers is to restrain consumption, which is precisely the consumption of durable goods and non essential goods.

According to the older generation of consumers, "in the recession, everything is going up and the price of vegetables is doubled. That's why money is spent."

In the new year, there must be no shortage of food. The traditional idea is to wear new clothes in the new year. Compared with these necessary consumption items, the idea of replacing the home textile products is naturally abandoned by many consumers.

Unless consumers who are about to get married after the year or just need a certain type of home textile products at home, they will take advantage of the discount to "pick up the cheap".

In addition, the reason why the Spring Festival holiday economy can be produced is that the Spring Festival is a holiday for family reunion. At this time, many relatives and friends should give gifts.

It is fair to say that home textile products are very practical and should be good holiday gifts. But I heard that children who work outside their homes bring home clothes, food and maintenance products to their parents, but have never heard of anyone who is willing to go home with four or five kilograms of home textile products to honor their elders.

For example, many consumers have shopping cards in the new year's Eve.

However, according to a reporter at Beichen shopping mall in Beijing, people who buy cashmere sweaters with shopping cards are far more than those who buy cashmere quilts and cashmere home textiles packages.

This shows that as a holiday gift, home textile products have their own limitations, such as heavy volume, inconvenient pportation, and not convenient to replace, and if it is the first time to visit a family, they do not know the owner's home style is difficult to match.

Another important reason for the poor sales of home textiles during the Spring Festival comes from the limitations of e-commerce. Of course, it exists not only in the home textile industry, but also in various consumer areas.

E-commerce seems to solve the problem of closing businesses, but in fact, e-commerce also requires personnel to operate, such as orders, price changes, consulting, etc., even if you can help yourself order, you also need courier delivery.

But during the Spring Festival, almost all express companies have been closed down. As early as the week before the Spring Festival, the express business is coming to a standstill, at least until the seventh day of the Spring Festival.

This has seriously affected the speed of logistics and brought inconvenience to consumers who had chosen to purchase online quickly and conveniently.

Therefore, during the Spring Festival, the amount of home textile product network sales is far from the "double eleven Singles Day" holiday economy.