In recent weeks, the home building materials market has experienced a noticeable slowdown, especially on weekends. While the stores remain open, the number of customers is significantly lower than usual, creating an atmosphere of quietness that feels almost eerie. Despite attractive promotions and discounts, many shoppers are not making purchases. What’s behind this unexpected lull in the furniture and home decor industry? During a visit to several large home building material stores in Zhifu District, it was clear that the situation was far from bustling. At a major shopping mall on Xingfu Road, for example, the morning rush didn’t materialize. Most stores were open, but only a handful of people wandered through the aisles. Employees were either organizing inventory or chatting on their phones, clearly unoccupied. One saleswoman, Ms. Liu, shared her perspective with the reporter. She mentioned that during promotional periods, the store would be packed with customers. But now, she said, “It's too hot outside, and people just don’t want to come out.” She added that business typically picks up in the fall, when the weather cools down and renovation projects begin again. By midday, the number of visitors increased slightly, but still remained far below the number of staff. Many of the "customers" were simply passing through, seeking shade from the summer heat. An elderly man who was taking a break inside the mall agreed with Ms. Liu, saying, “Summer isn’t the best time for home improvements. My family is waiting until September to start our project.” The rise of e-commerce has also played a role in this decline. With more consumers turning to online platforms to purchase items like tiles, bathroom fixtures, and kitchen hardware, traditional brick-and-mortar stores are struggling to compete. A clerk at one store admitted that while online shopping is convenient, it lacks the personal touch of in-store service. “You can't see the product before you buy it,” she said, “and returns can be a hassle.” Despite these challenges, some stores are trying to attract customers with special offers. For instance, one wooden door store offered a 50% discount if three doors were purchased. However, such deals often feel misleading, as most homeowners don’t need that many doors. Similarly, many stores promote giveaways like iPhones or free bathroom accessories, but the fine print usually makes the actual value much less appealing. According to Ms. Liu, the overall drop in demand is closely tied to the sluggish real estate market. “Many people haven’t bought homes yet, so there’s no need for renovations,” she explained. This trend is not unique to Yantai—nationally, the building materials and home furnishings sector has seen weak performance, according to recent reports. However, there is hope for a recovery. With the property market showing signs of improvement, especially in June, the home building materials industry may soon see a rebound. As the summer heat fades and the “Golden September and Silver October” season approaches, the market could experience a much-needed boost. For more insights into China’s furniture and home decor industry, stay tuned to the official website of Xianghe Furniture City.

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