小城“水暖工”：一手抓自建房，一手抓直播

Core Insights - The article discusses the challenges faced by the plumbing installation industry in small towns due to a slowdown in the real estate market, leading to a significant shift in business strategies [1][3]. Group 1: Market Conditions - The plumbing installation business has seen a drastic reduction in orders, with business volume dropping to about half compared to peak times [3]. - The real estate market slowdown has resulted in fewer customers for plumbing services, particularly in county-level cities where new property developments have stagnated [3][4]. - By 2025, the market is expected to remain cold, with no signs of recovery during traditionally busy seasons [3]. Group 2: Shift to Rural Self-Build Market - In response to the declining demand in urban areas, companies are increasingly focusing on the rural self-build housing market, which now constitutes over half of their business [3][5]. - Rural self-build projects typically involve larger homes, leading to higher material consumption compared to urban projects, which helps mitigate the impact of reduced order quantities [4][6]. Group 3: Adaptation to Online Marketing - Traditional marketing methods, such as phone calls and flyers, are becoming less effective, prompting companies to embrace online marketing strategies [7][10]. - Collaborations with professional teams that utilize social media platforms like Douyin (TikTok) for marketing have expanded business reach significantly [9]. - Companies are also developing their own online marketing capabilities, including live streaming and daily content updates on social media [9][10]. Group 4: Changing Consumer Behavior - The consumer demographic is shifting, with younger generations (80s, 90s, and soon 00s) preferring efficiency and convenience over traditional shopping methods [11][12]. - The purchasing process has accelerated, with customers expecting immediate pricing and less negotiation compared to previous generations [13]. - The trend towards full-service home renovation companies is expected to grow, making it increasingly difficult for specialized plumbing businesses to survive [13][14].