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

First, analyze the seasonality of family decoration.

Like other industries, the home improvement industry is divided into off-season and peak season. For example, the transportation industry, every year to Spring Festival travel rush (more.

Focus on1-February) and summer vacation, which is the best peak season; In addition, May Day, September when students start school, and 1 1 grade are all small peak seasons. The peak season of shopping malls and supermarkets is mostly concentrated in11-February (there are many festivals during this period, which coincides with the China Lunar New Year, and people buy more clothes, new year's goods and gifts during this period). Jiezhuang industry has its own characteristics in the division of off-season due to the characteristics of its industry and the traditional festivals in China. We analyze it according to the marketing plan and the characteristics of each month (Note: Due to China's vast territory, the off-season in different places may change. Here to the Yellow River basin and the northern region as a case study):

1, on the division of home improvement seasons

We divide the decoration seasons into three types: off-season, normal season and peak season.

Let's talk about the off-season, 1- February and July every year, which can be said to be the off-season of home improvement. 65438+ 10 month, due to the low temperature, the wall

Putty does not dry easily. At the same time, near the end of the year. The Spring Festival in China is in1-February in the solar calendar. People are busy celebrating the Spring Festival, and few customers spend their minds on decoration. At the same time, because all home improvement companies have holidays, farmers have to go home for the New Year, so even if customers decorate each other, they can only start construction after the new year. For most parts of China,1-February is an absolute off-season. July is also the off-season of home improvement, because it is the hottest time in China, and some home improvement projects are not conducive to construction in the hot season. At the same time, July is the busy farming time for decoration workers in Anhui, Jiangsu, Jiangxi and other places to go home to harvest rice. Therefore, for most areas, July is the off-season for home improvement. On the other hand, due to the hot weather in July, customers and employees of home improvement companies are reluctant to engage in outdoor activities. In July, salesmen all hoped to find a cool place to sit (in fact, most salesmen did), even if a large number of salesmen went out to do business during this period, the effect was usually not great. Jianghuai, Jiangnan and other places in China will enter the rainy season every June. The rainy season, also known as Meiyu, usually lasts 10-30 days. In this weather, the air humidity is very high, which is not suitable for decoration and construction.

We call the middle month of the peak season, the month with small but not absolute business volume, the general season. The average season usually lasts for nearly one month from the end of February to the beginning of March, and June and August are also average seasons. Generally, the season is either close to the off-season or close to the peak season, which is the transition period between the two.

Then from the middle and late March to the beginning of June, September-165438+10 can be said to be the peak season for home decoration. According to the lunar calendar, the decoration season starts one week after the Lantern Festival every year and generally lasts for three months. September-165438+10 in the second half of the year in southern China should be said to be the best peak season, because the rainy season and high temperature weather in southern China have passed, and typhoons and tropical storms in some areas in summer have also ended.

2. Monthly corresponding decoration season analysis.

Weather conditions and personnel factors in the off-peak season of the month.

1 The temperature is low in the off-season, and the air dryness is affected by the Spring Festival, so some workers go home early.

The temperature is low and the air is dry in the off-season. During the Spring Festival, I am busy with the Spring Festival.

There are no unfavorable factors for the temperature rise in peak season.

The temperature in the peak season is suitable, without adverse factors, and there are sandstorms in some areas.

The temperature and humidity are relatively best in the peak season, so traveling here has the influence of sandstorm.

In normal seasons, the temperature is high, and some areas enter the rainy season. Some workers in the north go home to collect wheat and sow.

In the off-season, the temperature is the highest and the humidity is high. In some areas, due to typhoons and tropical storms, some workers in the south went home to harvest rice.

There are no unfavorable factors for high temperature in normal season.

The temperature is suitable in peak season, and there are no unfavorable factors in autumn.

10 The temperature is suitable in the peak season, and the crisp autumn is affected by the tourism here.

1 1 The temperature began to drop in the peak season, and there were no adverse factors.

12 the temperature is low in normal season, and the air is dry near the end of the year, so the client unit is busy.

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

There are many home improvement companies that use the average method when formulating their marketing goals, that is, first set the annual goals, and then

Distribute evenly to each month. This distribution method is unscientific.

We know that the monthly turnover is related to three factors:

1. Customer's willingness to decorate-1,2 and 7 months, the customer's willingness to decorate is the lowest, resulting in a relatively low total number of customers in the market in that month;

Second, the company's construction capacity-in June and July, the company's construction capacity will decline due to the factors that workers go home to harvest, while in June and February, workers are anxious to go home for the New Year, and the construction capacity will also decline.

Third, the working state of the company's personnel-July and August are affected by the hot weather, 12 and 1 are affected by the cold weather, which will have a great impact on the working state of the business personnel. At the same time, employees in 1 and February are eager to go home for the New Year, and their work enthusiasm will be insufficient!

Based on the above three factors, take corresponding measures, try to combine the actual situation of the month, and reasonably formulate the performance objectives of the work plan of the month. Therefore, for decoration companies, the best time for us to achieve performance in a year should be the peak season for home decoration and the best time for people to work. For example, if the annual turnover is 5 million, then we have to complete 2/3 of the annual plan in the six months of the peak season, and in the other three months of the off-season and peak season, we have to complete 1/3 of the annual plan. Setting the turnover target is the most scientific method.

Third, community marketing also has off-season.

Fourth, look at the peak season of the community from the time of housing distribution.

Grasp the significance of home improvement peak season

First, at present, most home improvement companies have no awareness of off-season and peak season.

Although most home improvement companies are very familiar with the off-season behavior of home improvement, according to our current research on home improvement industry,

After investigation, we found that the vast majority of home improvement companies did not take corresponding marketing actions according to the law of off-season in home improvement industry. Most home improvement companies only passively accept the off-season and the peaceful season, and do not adopt effective marketing strategies in the peak season to gain greater benefits in the peak season of home improvement. This makes most home improvement companies not only miss the golden season in the peak season, but also have no way to improve the shortage of tourists in the flat season, and there is no way to solve the real off-season sales behavior. The company is in a state of natural development for a long time, with sales in the peak season, no performance in the flat season and no performance in the off-season.

Second, missing the peak season is equivalent to closing the company yourself.

What is the peak season? The peak season is the season with the largest number of customers and the strongest desire for decoration.

We know that if we want to produce home improvement performance, we need a certain number of customers first. So what is customer volume? Yes, there is.

The person who buys the house is our client, or the person who wants to decorate is our client. A real customer is someone who owns a house and is ready to decorate it immediately. Only such people are our potential customers, which is the key target of our marketing work.

Then, when do the most people have houses and are in a hurry to decorate them? We call this time peak season. The number of customers who decorate their houses in the peak season is the largest, so will this amount continue? I won't. In other words, once customers want to decorate in the peak season, they will act immediately. After the peak season, he has implemented the decoration behavior. So we say that customers wait for no one, and the peak season waits for no one. If you miss the peak season, you will miss many customers!

In this case, even if you work hard in the off-season and off-season, the marketing strategy will not be effective or effective, because the total number of expected customers in the market is not high!

Therefore, we say that if we miss the peak season, it is equivalent to closing the company ourselves, because in the off-season, "a clever woman can't cook without rice!" " "

Third, establishing a sense of peak season can make your company grow rapidly.

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

The peak season usually has the following three characteristics:

1. After a period of reserve, the number of customers is maximized. Some houses were divided in June 5438+February, when they were only decorated in the community.

Very few, at least 70% of customers will choose to decorate after the year; 80-90% of the customers in the community that was handed over in June 5438+ 10 will be renovated after the New Year, and there are also communities that are divided into houses in February and early March. The cumulative number of customers in these residential areas is amazing. At the same time, houses are also divided during the peak season, and customers who divide houses will immediately decorate them. Customers accumulated in the early stage and customers with housing distribution in the later stage make our customers show the biggest trend from late March to early June every year!

2. Customers have high desire for decoration, small choice and short transaction cycle. Because the peak season is the best season for home improvement construction, customers will have to wait until the next peak season to decorate if they miss this time, so the peak season is the time when customers have the highest desire for decoration; At the same time, due to the allocation of housing for a period of time, most customers are eager to live in a new place, which makes them eager to decorate. Therefore, when they go out, they will have fewer opportunities to choose from many sources. Most companies will face the pressure of personnel construction, design and drawings in the peak season, so there are relatively few opportunities for customers' ethnic minorities to choose comparison. Because most customers are decorating at this time, comparing with each other will stimulate customers' desire to decorate immediately!