When is off-season for home improvement? When is the peak season?

A, about home furnishing seasonal analysis

Home furnishing industry and other industries, as is the off-season and peak season. For example, the transportation industry, once a year to the Spring Festival (more

Centralized in January-February) and summer transportation, are the best peak season; in addition, May 1, September students start school, 11, etc. are small peak season. Shopping malls, supermarkets, the peak season, mostly concentrated in November-February (during this period of numerous festivals, and coincides with the Chinese New Year, during which people purchasing clothing, New Year's Eve, gifts is more). And home furnishing industry due to the characteristics of its industry, combined with China's traditional holiday situation, in the off-peak season division, has its own characteristics, we combined with the development of marketing plans and each month's characteristics of the analysis (Note: Due to the vast geographical area of China, around the off-peak seasons may vary, here in the Yellow River Basin and to the north as a case study for the analysis):

1, on the division of the home furnishing season

We put the home furnishing season

This is a very important part of the home furnishing industry, but it is not the only part of the home furnishing industry.

We divide the home improvement season into three kinds: off-season, flat season and peak season

First of all, off-season, January-February and July each year, can be said to be the off-season of home improvement. January, due to the lower temperature, wall

Face scraping putty is not easy to dry, and at the same time, close to the end of the New Year, Chinese New Year is in the solar calendar of the month of January-February, people are busy with New Year's Eve, the heart of the mind to the renovation of the customer can be said to be fewer than the number of customers. Customers can be said to be few and far between. At the same time, due to the home improvement companies are going on vacation, migrant renovation workers have to go home for the New Year, so even if the customer phase of the renovation, but only after the year to start. For most of China, January-February is the absolute off-season. July is also relatively off-season home improvement, this is due to July is China's hottest time, part of the home improvement project is not conducive to the construction of the hot season, at the same time, July and Anhui, Jiangsu, Jiangxi, and other places to decorate the workers are more concentrated in the place to go home to harvest the rice of the busy farming time. Therefore, for most areas, July is the off-season for home improvement. On the other hand, due to the hot weather in July, both customers and home improvement company staff, are reluctant to outdoor activities, salesmen in July rather hope to find a cool place to sit (in fact, most salesmen do), even if a large number of salesmen go out to do business during this period, generally also rarely produce results. China Jianghuai, Jiangnan and other places, every June will enter the rainy season, the rainy season, also known as the rain, usually 10-30 days, this weather, the air humidity is very high, not suitable for renovation and construction.

We call the middle month, which does not have much business but is also not the absolute peak season, the flat season. The flat season is usually nearly a month from the end of February to the beginning of March, and June and August are also flat seasons. The flat season is either near the off-season or near the peak season, both of which are transitional periods between the two.

Then the corresponding late March to early June, September-November can be said to be the peak season for home improvement. From the lunar calendar, a week after the Lantern Festival each year to enter the peak season of decoration, the season generally lasts in three months. Southern regions in the second half of September-November should be said to be the best peak season, because at this time the rainy season and hot weather in the southern region have passed, and some areas of the summer typhoons, tropical storms have also ended.

2, each month corresponds to the analysis of the state of the decoration season

Months Off-peak season Weather conditions factors Personnel factors

1 off-season temperatures lower, dry air affected by the Chinese New Year, some of the workers go home early

2 off-season temperatures lower, dry air during the Spring Festival, busy with New Year's Day

3 peak season Temperatures rise No adverse factors

3 peak season p>4 Peak season Temperature is suitable, some areas have wind and sand No adverse factors

5 Peak season Temperature and humidity is relatively the best, with wind and sand Influenced by travel during this period

6 Peak season Temperature is high, some areas are in the rainy season Some workers in the north go home to harvest wheat and plant seeds

7 Off-season Temperature is the highest, and the humidity is also high, and some areas have typhoons and tropical storms Some workers in the South Some workers in the south go home to harvest rice

8 Peak season Temperatures are high No adverse factors

9 Peak season Temperatures are good, high in the fall No adverse factors

10 Peak season Temperatures are good, high in the fall Influenced by travel during this time of the year

11 Peak season Temperatures begin to fall No adverse factors

12 Peak season Temperatures are low, the air is dry Towards the end of the year, the customers are busy with work

12 Peak season Temperatures are low and the air is dry Units are busier

Two, the relationship between the company's marketing plan and the seasonal division

There are many home improvement companies in the development of the company's marketing objectives, more than the use of averaging, that is, the first to formulate the annual target, and then

Average distribution to each month. This kind of distribution is not scientific.

We know: each month's turnover and three factors:

One is the customer's willingness to renovate - in January, February and July the customer's willingness to renovate is the lowest, which leads to the total number of customers on the market in the month is relatively low;

The second is the company's construction Ability - in June and July the company's construction capacity by the workers to go home to harvest the factors will decline, while January, February workers are anxious to go home for the New Year, more than no mind to work, while the construction capacity has also declined

Three is the company's personnel work status - -7, August two months by the impact of the hot weather, December, January by the impact of the cold weather, business personnel's working condition will be greatly affected. At the same time, January and February employees are eager to go home for the New Year, and will not be enough enthusiasm for work!

Based on the above three factors, we should take the appropriate approach, try to combine the actual situation of the month, the reasonable development of the month's work plan performance objectives. Therefore, for the decoration company, we are in the middle of the year, the best time to achieve performance should be the peak season on the home furnishings and personnel working condition of the best period. For example, assuming that the annual turnover is 5 million yuan, then we should be in the peak season of 6 months to complete the annual plan of 2/3, while the other off-season 3 months, 3 months of the flat season, we will complete the annual plan of 1/3. using this turnover target is the most scientific way of formulating.

Three, the community marketing also have off-peak season

Four, from the small district room time to see the community peak season

Seize the significance of the peak season of home furnishing

At present, most of the home furnishing companies do not have off-peak season peak season awareness

While the majority of home furnishing companies for the behavior of home furnishing of off-peak seasons is very good to know, but according to our current research

Home furnishing industry

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In our current research on the home improvement industry, we found that the vast majority of home improvement companies, not in accordance with the laws of the home improvement industry in the off-peak season, to take the appropriate marketing behavior. Most of the home improvement companies just passively accept the off-season and the flat season, in the peak season also did not take effective marketing strategy in order to obtain greater benefits in the peak season of home improvement. This makes most of the home improvement company both missed the peak season of the golden season, and there is no way to improve the flat season of the customer scarcity Bureau, not to mention the solution to the real off-season sales behavior, the company has long been in a kind of natural development, the peak season sales of the performance, the flat season, less performance, the off-season performance of the situation.

Two, miss the peak season is equal to close your company

What is the peak season? Peak season is the season with the largest number of customers and the strongest desire to decorate.

We know that in order to generate home improvement performance, first need to have a certain amount of customers. So what is customer volume? Not

House is our customers, not ready to decorate the person is our customers, the real customers, is both the house and immediately ready to decorate the person, only this kind of person is our prospective customers, is the focus of our marketing efforts.

So, when have a house and anxious to decorate the most people? We call this time the peak season. The peak season has the highest volume of customers who are renovating their homes, so will this volume continue? No, it won't. That is to say, once a customer wants to renovate in the peak season, he will act immediately, and after the peak season, he will have already implemented the renovation behavior. Therefore, we say that the customer does not wait for people, the peak season does not wait for people, miss the peak season, it is the same as you miss a lot of customer volume!

Then in this case, even if the off-peak season, flat season you try harder, but also because of the overall amount of prospective customers in the market is not high, and make the marketing strategy can not work or not very effective!

So we say, if you miss the peak season, it is the same as you close your company, because the off-season, "the clever woman is also difficult to cook!

Three, the establishment of the peak season awareness can make your company quickly grow up

On the contrary, if we seize the peak season, we can make our company quickly grow up!

Peak seasons are usually characterized by the following three things:

1. Maximizing the amount of clients after a period of reserve. Some houses are divided in December, when the district decoration only

in a very small number, at least 70% of customers will choose to renovate after the year; January delivery of the community may be all 80-90% of the customers will be renovated after the year, there are also divided into houses in February, the beginning of March divided into houses in the district, the cumulative volume of customers in these districts, the amount is staggering. At the same time, the months of the peak season, there are also divided into houses, this time divided into houses of customers will be immediately renovated, the amount of customers accumulated in the early period plus the amount of late divided into houses of customers, so that we every year from late March to early June, the amount of customers show the biggest trend!

2, the customer's high desire to decorate, small choice, short transaction period. As the peak season is suitable for home decoration construction of the best season, miss this period of time, customers will have to wait until the next peak season to decorate, so the peak season is the highest customer desire to decorate; at the same time, due to the distribution of housing has been a period of time, the majority of customers are eager to live into the new desire to become more and more intense, which makes the customer anxious to decorate, therefore, it will result in the opportunity to go out and choose from a wide range of him to be a little bit smaller, the majority of companies in the Most of the companies in the peak season will face the pressure of personnel construction, design and drawing, so the customer minority choice of comparative opportunities is relatively small. As most customers are at this time decoration, mutual comparison, it is more stimulate the desire of the customer immediately decoration!