The furniture industry is ramping up its marketing efforts to target the large-scale apartment move-in market for the second half of the year. With a surge in demand for furniture and interior design expected as major apartment complexes in Seoul prepare for occupancy, companies are launching various initiatives, including discount events, 3D space consulting, and move-in expos.
According to Zigbang and Real Estate R114, a total of 14,342 apartments are set to be occupied nationwide in August, a 3.4% increase from 13,867 units during the same period last year. In the metropolitan area, 8,924 units are scheduled for move-in, including 3,540 in Seoul and 5,384 in Gyeonggi Province.
Notably, Seoul is expecting the highest monthly move-in volume this year. Among the new residents will be those moving into the 2,091-unit Banpo Raemian Trinwon in Seocho District, as well as 577 units in the Magok District and 488 units in the Hills State Mapo the First in Mapo District.
The influx of new residents in large apartment complexes has the furniture industry anticipating a boost in sales, as many customers tend to purchase multiple items such as beds, sofas, and built-in wardrobes at once, significantly enhancing customer acquisition opportunities.
Hanssem has partnered exclusively with Samsung C&T's construction division to offer customized home styling services to prospective residents of Banpo Raemian Trinwon. This service, provided through Samsung C&T's home platform 'HomeNick,' allows customers to experience virtual reality (VR) simulations of furniture arrangements and interior designs using Hanssem's 3D design program, 'Home Planner.' Customers moving into Banpo Raemian Trinwon through HomeNick will also receive discounts of up to 8% based on their purchase amounts.
Shinsegae Casa is also targeting the high-end apartment market in the metropolitan area with its premium brand Casamia and mattress brand Materasso. They are participating in move-in expos aimed at residents of Banpo Raemian Trinwon and the upcoming September move-in at the 3,064-unit D.H. Bangbae in Seocho District, while expanding specialized consulting services at nearby stores.
They offer 3D VR space consulting based on the floor plans of upcoming units, allowing customers to preview furniture arrangements and space designs. Through their move-in club, they plan to provide various benefits, including a basic 10% discount, gift vouchers based on purchase amounts, and additional point accumulation.
The premium mattress market is also seeing active competition. Ace Bed has launched a pop-up store at the Hyundai Department Store Trade Center earlier this month, showcasing its top-tier brand 'Ace Heritz' to capture high-end demand. Visitors can experience the products and receive one-on-one sleep consultations, along with discounts and partnership benefits for moving and new residents.
An industry insider stated, "Targeting specific times and regions where actual purchasing demand is concentrated is key to revenue growth. Move-in expos for large complexes present opportunities to encourage package and set purchases, significantly increasing the average transaction value per customer."
* This article has been translated by AI.
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