In recent months, the real estate market has seen a series of regulatory measures aimed at curbing speculative and investment-driven home purchases. As a result, the home improvement sector is now focusing more on consumers with genuine needs rather than those driven by financial motives. During a recent visit to a local home improvement market, it became clear that the "Golden September, Silver October" period has become a key time for businesses to attract customers through various promotions such as discounts, free gifts, and special offers.
This trend suggests that the second half of the year will be crucial for the home improvement industry, with companies launching creative campaigns to draw in buyers. These efforts are not just about attracting attention—they're about building long-term relationships with customers who have a strong demand for home upgrades.
According to recent data, the majority of home improvement buyers now fall into four main categories: couples who have been together for years and are planning to buy a house for marriage; individuals who have worked hard in the city and can finally afford a home; professionals looking to improve their living conditions for their families; and successful people who want to live in a villa. These groups account for over 70% of the renovation activity this year.
The shift in the market environment has led to a return of homeowners as the main drivers of the industry. According to Yao Baolin, chairman of the Hunan Provincial Interior Decoration Association, the competition among home improvement companies has intensified, with many launching aggressive marketing strategies to capture the growing demand from these groups.
Zhong Jucheng, chairman of Meidi Decoration, is optimistic about the second half of the year. He believes that the increasing demand from both first-time buyers and those seeking better living conditions will boost sales in the home industry. To capitalize on this, Meidi plans to promote high-end packaged products during the "Golden September, Silver October" period, using competitive pricing to attract the just-needed market.
Tong Binyuan, a board member of a major home improvement group, emphasized that regardless of market fluctuations, those with real needs—whether for marriage or other reasons—will eventually make a move. Rigid demanders and those seeking better housing remain the backbone of the industry.
Hong Yang Changsha General Manager predicted that the just-needed home decoration market in Changsha could see a surge in the second half of the year. The company is currently focusing on improving service quality and offering more value for money to meet customer expectations.
Although costs such as labor, materials, and service fees may rise in the coming months, many merchants are still keeping prices stable to attract customers. Zhang Fujun, president of Apple Decoration, believes that the best time for the just-needed family has already arrived.
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