At the weekend, in a large home building materials store, the number of customers was far fewer than the staff, creating an atmosphere of quietness. Many people were wandering around, but not making any purchases. The prices offered by merchants were tempting, yet no one seemed interested. What's going on with the summer furniture and building materials market? Is it simply because of the heat? **Home Market Clers Outnumber Customers** During this period, many people have commented on how deserted the home building materials industry has become. To understand the situation, a reporter visited five home building materials markets in Zhifu District over the weekend. At 9 a.m., the reporter arrived at a large home shopping mall located on Xingfu Road in Zhifu District. I expected the mall to be crowded, but instead, most stores were open, yet very few customers were present. On the first floor, several clerks appeared bored—some organizing products, others chatting on their phones. The number of customers was even less than usual. When the reporter spoke with Ms. Liu, a clerk at a bathroom shop, she explained, “It’s not always like this. During promotions, there are still a lot of customers lining up. Now it’s too hot, and people don’t want to come out. I think things will pick up in autumn.” By noon, the crowd had slightly increased, but still remained far below the number of staff. According to the reporter’s observation, many of the so-called “customers” were just passing through or seeking shelter from the heat. An elderly man who was walking around the mall told the reporter that it was too hot outside. He said he came in to cool off and take a break. He agreed with Ms. Liu’s view: “Summer is not a good time for renovation. My family also has a house to decorate, but we’re waiting until September. Now, it’s not worth doing, as the money is tight and people aren’t willing to spend.” **Marketing Strategies Falling Short** While the "Tianjiao" trend has discouraged some from renovating, it’s not the only reason for the slow market. During the visit, several clerks admitted that the rise of “Internet +” has significantly impacted traditional home markets. “Now, almost everything can be bought online—tiles, bathroom cabinets, shower rooms. If you’re not afraid of returns, the Internet handles it all. No need to brave the sun, it’s more convenient and cheaper,” said a clerk at Huaxin Home Decoration Plaza. However, the convenience of online shopping comes with its own challenges. “You can’t see the real product. When it arrives, if something is wrong, returning it is a hassle,” she added. Facing this trend, complaining isn’t the solution. Adapting to the change and finding better marketing strategies is essential. But in the Hong Kong City home building materials market, there’s still a long way to go. In the reporter’s opinion, while many promotions are available, they often lack real value. For example, some wooden door stores offer “buy 3, get 1 free” deals, which are not practical for most customers. Similarly, gift promotions such as “get an iPhone6 for spending a certain amount” may attract attention, but the actual value is low. **“It’s Hard to Eat”** “I used to be busy last year. I didn’t even have time to sit down and talk,” said Ms. Liu, a tile shop employee in Haigang. She sighed as she watched customers pass by. “This isn’t just a problem for one or two stores. It’s happening nationwide. Why is the home building materials market struggling? Because demand has weakened.” She listed the major home building materials stores in Zhifu District—Jiahe Lotte, Happiness, Huangwu, Huaxin Homes, Harbor Furniture, Red Star Macalline. Though these stores carry well-known brands and offer good service, the lack of customer demand makes it hard to succeed. According to Ms. Liu, the property market has played a big role. “Many potential customers haven’t bought houses yet, so they’re not planning renovations,” she said. Recent data from the Ministry of Commerce and the China Building Materials Circulation Association shows that the national building materials and home furnishings market remained weak in June, with sluggish performance overall. While the real estate market showed signs of recovery, the impact on the home building materials sector is lagging. However, as the summer heat eases and the “Golden September and Silver October” season approaches, the home building materials market is expected to recover, especially after the property market picks up. Despite the current quietness, the future looks promising for the industry.

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