房地产放缓 订单腰斩 “客户群体急剧萎缩”！他们转战农村自建房

Core Insights - The article discusses the challenges faced by the plumbing installation industry in Henan Province, particularly due to the slowdown in the real estate market, prompting businesses to adapt their strategies [1][3]. Market Conditions - The plumbing installation market experienced a boom in previous years, driven by a surge in housing projects, but has since faced a significant decline starting in 2024, with a noticeable drop in customer numbers due to reduced real estate activity [3][4]. - By 2025, the market is described as "cold," with business volume estimated to be "half" of what it was during peak times [3][4]. Shift in Business Focus - In response to the shrinking market for commercial housing, companies are shifting their focus towards rural self-built homes, with this segment now accounting for over half of their business, potentially reaching two-thirds [3][4]. Customer Dynamics - Rural self-built homes typically require more materials than commercial housing, which helps to offset lower profit margins per project due to competitive pricing [4][6]. - The traditional business model of relying on walk-in customers is becoming obsolete, as most potential clients are now engaging through online channels [6][7]. Marketing Strategies - Companies are increasingly adopting online marketing strategies, including partnerships with professional teams to leverage social media platforms like Douyin (TikTok) for customer engagement [6][7]. - The shift in consumer demographics, particularly the younger generation, is influencing purchasing behaviors, with a preference for efficiency and convenience over traditional comparison shopping [7][8]. Industry Evolution - The plumbing installation industry is expected to evolve towards a model where businesses offer comprehensive services rather than focusing solely on individual components, reflecting a broader trend in consumer preferences for "whole-house management" services [7][8].