Chengdu home market welcomes Xiao Yangchun

The spring weather may be chilly, but the Chengdu home market has been showing signs of a "Little Spring" (Xiao Yangchun), with a noticeable rebound in activity. According to the National Building Materials Index (BHI) released by the Ministry of Commerce and the China Building Materials Circulation Association, the BHI for February reached 87.84, up 0.92 points from the previous month and 9.94 points year-on-year. The sales volume of building materials in the national home market hit 63.9 billion yuan in February, reflecting a 19.83% increase compared to the same period last year. Although March data is not yet available, the early momentum suggests that the market is warming up. In Chengdu, the post-Spring Festival sales season brought a surge in activity. Red Star Macalline, one of the city’s major home retailers, reported a 30% year-on-year increase in sales at its two Chengdu stores from the Spring Festival through late March. This marked a clear sign of recovery in the home market. Similarly, Fu Simei Home launched its “Ten Thousand People’s Fair” on February 22, and the event saw a significant boost in foot traffic and sales across its three major stores. The promotion ran through March 15, marking the peak of the annual sales calendar. This year’s International Consumer Rights Day (March 15) also played a key role in driving sales, with Fu Simei using the event as a platform to highlight its services and offers. The store introduced initiatives such as honest service campaigns and orphan cabinet assistance, further enhancing customer engagement. The promotional campaign was so successful that many shoppers were surprised by the scale and quality of the event. Since March, sales in Chengdu’s home industry have seen a sharp rise. With various manufacturers and retailers launching diverse marketing strategies, consumer demand has been significantly stimulated. According to reports, sales in the first quarter of 2014 increased nearly 40% year-on-year. Li Weidong, General Manager of Sichuan Home Company, noted that their cash collection data showed a growth of around 50% in March alone. At traditional furniture markets like Baixing Furniture City and Taipingyuan Furniture Plaza, the number of vehicles entering and leaving the premises has increased, signaling a gradual recovery in the market. A “dollars you buy, I cash back” campaign at Baixing Furniture City showed a 50% increase in both foot traffic and prize redemption rates compared to the same period last year. The home improvement sector has also shown strong signs of recovery. Shangshe Decoration reported that many homeowners had started renovation projects ahead of schedule, with construction sites beginning after the Spring Festival. From February to now, the company has received nearly 100 calls per week, with over 80% of customers placing orders after careful comparisons. Model decoration services also experienced a surge in demand. According to the company's management, weekly orders have increased by 40% compared to last year. With effective word-of-mouth and site marketing, recent signing volumes have been impressive. Meanwhile, high-end home decoration packages have gained popularity among homeowners seeking quality living spaces. Haoting Decoration launched a new package called “Lok Habitat, Big House, Love,” tailored to different homeowner needs, and the first-quarter performance has been strong. Jiuding Risheng, a Sichuan-based decoration company, opened its renovation service platform on February 22, and visitor numbers have been rising steadily. The company believes that its one-stop worry-free decoration model will attract more homeowners this year, leading to a busy season. As the home improvement market continues to warm up, new players are emerging, eager to capture a share of the growing demand. Industry experts attribute the current trend to the large volume of housing completed in the past year, combined with early post-Spring Festival promotions that have driven higher prices and stronger consumer interest. From the start of the new year, Fusenmei Home Furnishing saw a sharp rise in sales, hitting two peaks within 1.5 months: the “Millions of Home Fairs” on February 22 and the March 15 promotional wave. Many industry insiders believe that March is not just a holiday but a crucial time for home improvement, and businesses are taking full advantage of the opportunity. Red Star Macalline’s stores also noted a significant increase in daily sales outside of holiday periods. Consumers are becoming more rational in their purchasing decisions, with building materials products currently outperforming furniture in terms of sales. Assistant General Manager Zhou Mao of Red Star Meikailong Sichuan said that the market has started quickly, warmed up early, and responded positively to the changes. Li Weidong of Sichuan Home Company believes that the improved property transactions from the previous year have led to an increase in housing supply in 2014, which is now starting to show positive results. At Baixing Furniture City, the head of operations noted that consumers are more rational in their purchases, comparing not just price but also product quality. The first quarter is also a key time for Sichuan furniture dealers, with national distributors gathering to make annual plans. New brands and products continue to emerge, contributing to the overall growth in sales.

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