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Real estate regulation and second-degree plus yard home market is warm and cold
This year, Shenzhen home furnishing companies entered the state of preparation for war earlier than in previous years. The reporter recently visited a number of local home building materials stores and learned that since the year of operation, although the sales of the store did not appear particularly hot, the overall sales have increased slightly.
Different from previous years, as early as half a month before the arrival of “3·15â€, many home stores and merchants have already started another round of promotion wars in advance, in order to seize more market share. However, with the introduction of the new “National Five Articles†and its implementation rules, some insiders pointed out that strict urban real estate control policies will bring a bit of chill to the hot home market.
Sales at the beginning of the year increased slightly year-on-year
The arrival of March means that the home furnishing industry is about to usher in the peak season of sales. The March 8 Women's Day and the “3·15†and other festivals will take turns, which will provide enterprises with favorable promotional gimmicks. Generally speaking, starting from the beginning of March, major companies will start a new round of promotion activities, but this year's "gunpowder flavor" seems to come earlier.
The reporter visited and found that Jinhaima, B&Q, Guoanju, Le Anju, Boloni, Mona Lisa tiles and other home furnishing companies have unanimously launched the first marketing campaign in 2013.
Han Dongpo, the manager of Bai'anju Luohu Store, introduced a series of promotional activities to purchase branded building materials and return coupons from February 22 to March 28 at major stores in Shenzhen B&Q. At the same time, during the period from March 1st to 10th, the B&Q decoration design center will be able to enjoy a 10% discount on the decoration materials fee for consumers who have signed a contraction of 80,000 yuan.
Ke Kaizhu, deputy general manager of Le Anju, said that since the opening of the new year, the sales situation of Le Anju is still relatively optimistic. In order to welcome the Futian store, Sungang store and Baoan store, from March 9th, Le Anju will continue for the whole month. Hold a "home improvement purchase month" to facilitate the promotion activities.
Feng Zhili, director of Guanghui Home Planning, told reporters that household products basically clean up a batch of old products at the beginning of each year, and then introduce a batch of suitable products according to the newly-launched structure and decoration style.
“The sales at the beginning of the year increased slightly compared with the same period of last year.†Feng Zhili said that although sales this year have increased compared with the same period last year, it still did not meet expectations. He said that the sales growth of Shenzhen, Guangzhou and Zengcheng is relatively large, and the sales performance of Dongguan is still a certain distance compared with the surrounding branches.
Increase soft power to seize the market
Han Dongpo said that the promotion activities of major enterprises started earlier this year. Everyone wants to seize market share, and the preferential strength is similar to that of previous years.
"April and April have always been the small peak season for the home improvement market. This year's event started earlier. We don't want to miss this good opportunity." Li Qian, senior manager of Boloni Brand Promotion Department, said that the company's current marketing campaign is the entire spring event. A preheating, when the small peak season in March and April arrives, the company will strengthen its marketing team and frequency of activities to provide consumers with more value services.
In addition, many home furnishing companies have set 2013 as a key year for improving services. Playing quality cards and service cards, so that consumers can clearly understand consumption, become the work plan of some of the companies surveyed.
Li Chunguang, executive vice president of Haopan Group, told reporters that the 2013 conference will be a year of management improvement and service upgrade. The company will carry out environmental upgrading, management upgrade, service upgrade and marketing upgrade from the perspective of service brand manufacturers and service consumers. .
“Service upgrade will be an important direction for our work this year.†Liu Liangsheng, director of investment and operation of Fuyong Fubang·Hongshuwan International Furniture Expo Center, said that for the home stores outside the original customs, the continuous improvement of services is even more important. “We must use the service to tell consumers that the original customs are the same, and the store services are not discounted.â€
Ke Kaizhu said that the marketing activities of the stores are effective, and other competitors will copy them quickly. Therefore, providing consumers with real marketing and quality services is one of the key points of Leanju this year.
Shenzhen AIKE Marketing Manager Amy told reporters that last year, Shenzhen IKEA sales and visitors achieved and maintained double-digit growth. This year, IKEA will continue to visit the families of the people in Shenzhen to better understand the needs and confusion of small spaces, family of three and families with children in the home life, and provide more intimate solutions to customers.
The new "National Five Articles" or promote the industry's major reshuffle
At the beginning of the "defrosting" trend in the home market, on February 20th, the State Council executive meeting issued a new policy on the regulation of the property market. On March 1, the General Office of the State Council issued the "Notice on Continued Doing a Good Job in the Regulation of the Real Estate Market", and refined the relevant provisions of the new "National Five Articles" from six aspects: restraining investment speculative purchases and increasing supply. The industry predicts that the Shenzhen property market may cool down soon after the market is affected by the New Deal.
The real estate is cooling down, and the home market in the downstream of the industrial chain is hard to avoid being affected. For the 2013 home market environment, industry insiders predict that the industry's dilemma will ease in 2013, but the real estate policy is still strict, the front of the home market will still be "cold."
According to Huang Huakun, president of the Shenzhen Furniture Industry Association, the depression in the home furnishing industry last year was not as terrible as imagined. The impact of real estate policy regulation and the impact of the international economic downturn on the Shenzhen home furnishing industry is within acceptable limits. It can better reflect the strength and brand influence of some enterprises. He judged that 2013 is both a year of recovery for the home industry and a year for more challenges and opportunities.
Ren Cheng, the vice president of the Real Estate Group, believes that despite the increasingly strict regulation of national policies, the state's regulation and control is also vigorously supporting the housing. "2013 is full of hope, and we believe that with the process of including urbanization of the country. The rigid demand brought about by it is slowly released, and it still has a favorable side for the home furnishing industry."
However, many companies have a deeper sense of concern for 2013. Song Xiaoting, assistant general manager of Baiqiang Furniture, and a senior executive of the interviewed store, who are not willing to be named, hold similar views. They believe that the current environment is not optimistic for the entire home industry, mainly because the industry cannot afford to shake off the influence of real estate. With more stringent regulatory measures, it may bring a chill to the hot market.
The strict regulation of the property market is not all bad for the development of the home industry. Zou Mingxiao, a researcher in the building materials industry of CIC, analyzed that real estate regulation directly affects the demand of the home building materials market. Some enterprises may be on the verge of bankruptcy. Mergers and acquisitions in the industry are inevitable, and industry concentration is expected to increase. In addition, since different housings require different types of home building materials, real estate control policies have also prompted the product structure of the home building materials industry to change in a more scientific direction.