Home decoration season industry development opportunities or markets will usher in shuffle

The upcoming home decoration season in autumn is coming. The home fair held just last weekend has already ignited the passion for home improvement. Insiders pointed out that the household industry did not appear in the forecast of the cold winter, but showed the stronger the stronger, weaker change the situation, shuffle the inevitable. From the perspective of the home industry as a whole, there has not been a large-scale recession. A few companies have turned to a new bank to seek vitality, while the industry’s leading companies have continued to expand. Taking the example of the home chain leading enterprise Red Star Macalline, this year it has more than 100 physical stores, and the national holiday sales have increased by 30% year-on-year, and the passenger flow has increased by more than 40% year-on-year.

The home improvement season welcomes the market The development opportunities for the shuffle industry increase The home industry is the downstream industry of the property market. Real estate troubles will have a certain impact on the home industry. According to the statistics of the data monitoring center, the sales situation of the real estate market in the first half of the year was obviously better than the relevant data of the macro-control period last year. Taking Beijing as an example, the total volume of commercial real estate alone has a total of 598,678.06 square meters, an increase of approximately 60% over the previous year. Many home building materials companies have stated that although the introduction of the policy has had an impact on the property market, the volume of transactions has declined, but the pressure is on speculators and high-end real estate. The impact on real demand is not obvious. For more than a year of policy regulation and pressure, for a large number of consumers with rigid demands, it is urgent to find the right time to release the pressure. This part just needs the release of pressure, which will have a very positive impact on the development of the home industry in the next two years.

Industry insiders pointed out that the home furnishing market has not lost a glimpse of sunshine due to the regulation of the property market. On the contrary, the other one has become more and more intense. The protection of housing and secondary decoration is a relatively stable growth point in the home furnishing industry. At present, it has become a priority for the improvement of people's livelihood in the construction of affordable housing. In 2011, 230,000 sets of affordable housing such as public rental housing, targeted economical housing, and limited-price commodity housing were built. At the same time, the Beijing Municipal Commission of Commerce announced at the beginning of the year that the “new-for-new” policy for Beijing's furniture is expected to be formally introduced during the year. At present, well-known companies such as Red Star Macalon have spontaneously explored the trade-in model, and have implemented the “trade for new” furniture business.

The home industry will welcome the reshuffle China's home industry is still a "small industry." Contrasting with the household appliance industry's Suning and Gome occupying nearly 20% of the entire industry, the overall concentration of the household circulation industry is low. Taking the example of the industry leading home-chain company Red Star McGraw, the current market share is less than 10%.

With the shrinking demand in the real estate market, fierce competition in the home industry will increase the concentration of the industry and the market order will be further regulated. After self-regulation by the industry, there will inevitably emerge a new round of survival of the fittest and industry segmentation. In particular, the continuous expansion of large-scale enterprises will bring about a series of chain effects: First, it will promote the rapid development of related industries such as furniture, building materials, and accessories. Development has formed a clustering effect. Second, it has greatly improved the consumer environment in the circulation market, improved the "commodity market" service with uneven service, low credibility, and poor shopping environment, providing a platform for trading with confidence.

Industry insiders expect that the construction of affordable housing will accelerate the survival of the fittest within the home building materials industry. The requirements of the protection room for products are more standardized, standardized and modularized. They are more suitable for batch-scale production and will give birth to a large number of large-scale modern home building materials enterprises. Poor quality and small-scale small workshops will be eliminated if they cannot be transformed and upgraded. .