The traditional model of home exhibitions is gradually declining or transforming to design
At the just-concluded 8th Beijing Home Furnishing and Building Materials Expo (hereinafter referred to as the Home Expo), the reporter found that the number of decorative companies participating in the exhibition has dropped sharply, and the proportion of building materials brands has soared. There is also a display area presented in the model mode. There is no such thing as a traditional home show. According to industry insiders, due to the new forms such as group purchase and collection, the traditional home exhibitions with the purpose of attracting customers and promoting sales no longer have advantages. In the future, it is expected to transform into a professional exhibition model. Metal Dish Rack,Metal Dish Drainer,Metal Dish Drying Rack,Metal Plate Rack Jiangmen Jianghai Jianshang Houseware Co.,LTD. , https://www.jm-jianshang.com
Home show begins to "deform"
This is already the second time for Ms. Cui to visit the home fair. In March 2010, she compared nearly 20 decoration companies at the 4th home fair, and finally signed a decoration contract with one of them, and also received a lot of concessions; two years later, she accompanied the daughter who was preparing to renovate. The home fair, but found that the feeling of visiting the exhibition was very different.
“When I entered the gate of the Agricultural Exhibition Hall the year before, I was surrounded by several young men. I left to the right and let me go to their exhibition hall. Although it feels a bit messy, the preferential margin is really great. This year’s home fair started. I received the tickets, ten yuan a piece, and the number of people who took guests at the entrance of the exhibition hall was obviously less. After entering, I only saw the booths of five decoration companies, and there was no special preferential items. Instead, the booth of building materials products. A lot more." Ms. Cui told reporters about her feelings of participating in the home fair twice.
The reporter saw at the scene that this year's home fair mainly adopted the mode of “decorating company + building materials and home products + designer + trend display areaâ€. The decoration company that used to be the absolute "protagonist" has been fainted in this year's home fair. Only the decoration companies such as Shichuang, Jinzhao, Kuoda, Boloni and Dongyi Risheng have settled in the exhibition, and the promotion range at the exhibition is regular promotions not very different; and previous home building materials, household products Expo as a "supporting role" appears in this show an increase in the proportion of ceramic sanitary ware, furniture, textile, electric kitchen cupboard cabinets, doors and windows are floor display.
In addition, there was a “trend display area†at the exhibition. The three decorative companies, Kuda, Boloni and Dongyi Risheng, presented their design styles to consumers in the form of model rooms. However, many consumers disagree with this form. “The form is good, that is, the display area is too small, and the design style is not seen at all.†Ms. Cui said that the display space is not enough to display the role and can only be in the form.
Traditional mode advantage is no longer
The staff of the decoration company will bring the consumers to the booth at the entrance of the exhibition hall. The designers communicate with the consumers and use the special items of the exhibition to attract consumers to sign the orders on site or leave contact information. This is the inherent mode of most home furnishing exhibitions. However, Pan Wei, chairman of Dana Exhibition Group, told reporters that with the rise of group buying and collecting, this traditional mode exhibition can no longer make consumers "heart".
Ms. Cui is a fan of the home show. This time she took her daughter to the exhibition, in order to save some decoration. She told reporters: "The list I signed at the home fair last year is estimated to save 5 or 6 thousand dollars." And Ms. Cui's daughter is not "cold" at the home show: "I saw group activities on the Internet." It feels like the discount rate at the show."
In the era of underdeveloped networks, exhibitions are the only way to gather a large number of target consumers. Exhibitors are taking this advantage and adopting small profits but quick turnover to attract consumers to sign and improve their performance. However, with the gradual rise of group purchases, collections, etc., merchants do not have to wait for the exhibition, just send a group purchase post on the forum, or participate in the collection activities, you can gather hundreds of target consumers. “As long as you can get the benefits at home with your mouse, why do you want to go to the exhibition with a big wind across most of Beijing!†For young consumers like Ms. Cui’s daughter, the traditional model home show has no advantage.
Or transform into a high-end professional design exhibition
Exhibitors and visitors to the exhibition gradually “shrinkedâ€, and the organizers of the exhibition also realized that the home exhibition had reached the stage of transformation. Pan Wei revealed to reporters that future home exhibitions will be expected to appear in the form of high-end professional design exhibitions.
At this year's home fair, the “finished home improvement design trend area†with an area of ​​540 square meters is an attempt to develop in this direction. “At the scene of the home fair, the main home decoration company in Beijing together presented the real situation of the home, and also hoped to provide the owner with a future reference,†said Chen Xiqiang, general manager of Dana Exhibition Group.
Li Yujie, secretary general of the National Federation of Industry and Commerce's Home Improvement Committee, also analyzed that in the past, the threshold of home furnishing exhibitions was low, and the phenomenon of exhibiting companies rushing to attract customers and rushing customers frequently occurred, causing chaos in the exhibition and affecting the viewing effect of consumers. Once it has been transformed into a high-end professional design exhibition, and as the current exhibition will start charging for the entrance fee, then the target will be professionals and consumers who really need it, the effect of the exhibition will be greatly improved.