Home furnishing smog gradually dissipated new problems in the industry

If you have a dream, you still have hopes. If there is hope, the industry will have a recovery momentum. When the industry haze in 2012 has already dispersed, the 2013 property market will inject a strong shot into the home market. In 2013, full of expectations and unknowns, what changes will happen in the Guangzhou home market? Will the home market really rebound strongly this year?

Just after the Spring Festival, the reporter talked with some of the CEOs of the store about how to take the topic of the home market in 2013. They all said that “recovering is expected” and analyzing and forecasting the focus of the entire industry.

The home market began to pick up around July

Cold winter and warmth have always been the hottest keywords in the home industry for the past three years. From 2010 to 2012, production companies and distributors look forward to the market warming, but they are often disappointed. The retail market has always been sluggish and there is no sign of recovery.

Entering 2013, the market seems to have made a welcome change. According to the latest statistics from the Guangzhou Housing Authority, in January 2013, the price of the ten districts in Guangzhou hit a new high since the regulation, reaching 13,847 yuan / square meter, up 15.7% year-on-year, and the transaction volume surged by 229.8%.

Industry comment: Liu Zhaohui, general manager of Ou Pai Decoration Guangdong, said that because the home building materials industry has a lag period of about half a year compared with real estate, the Guangzhou home retail market will start to pick up after July; and quite a few furniture retailers still have a market With a pessimistic attitude, they believe that the long-term downturn has made the market difficult to return. It is not that the rebound can rebound. Many brand agents have already been badly hurt. The channel layout has been disrupted. It is difficult for the Guangzhou home industry to reproduce similarly within three years. The bursting situation in 2007.

Upholstered furniture will become a hot spot in the market

Due to the large number of home building materials industry, the level of development is uneven. In recent years, although the overall market is not very prosperous, there will always be one or two categories every year, which will become the dark horse that has the strongest momentum and lifted the whole industry. From 2010, the door and window hardware occupied half of the building materials exhibition, and in 2011, the wardrobe joined the trend and then went to the overall home fashion trend in 2012. What is the most prosperous and most concerned about consumption this year?

In the past two years, the home market has indeed relied on the decorative building materials sector to sing the protagonist: the door and window hardware companies have gathered together, the cabinet wardrobes have risen again, and the wooden flooring companies are rushing to get involved in the home. This is mainly due to the fact that the production level of many basic building materials such as hardware has already led the world, and the marketing level is still at a lower level. However, the market situation has given them the opportunity to expand their channels and focus on brand promotion, which has created part of the industry's glory.

Industry comment: Zhang Chengzhi, secretary-general of Guangdong Furniture Association, believes that after the building materials sector sings, I will go to the venue to show off the limelight. This year, the attention and market focus of the home industry will return to the furniture sector, with people going to sleep and Health concerns, software furniture that represents fashion and lifestyle will be the product category that consumers are most concerned about this year, agents are the most popular, and manufacturers are competing to launch.

Public welfare and sports marketing become mainstream

From the furniture field of Xiangjiang, Huangshi and good luck to the championship league in the field of building materials, from the furniture brand factory wholesale city to the building materials president insured signing, factory promotion is undoubtedly the most effective promotion means and industry hot words in the 2012 Guangzhou home market. Through a wave of factory promotions, this invisible price war has allowed furniture and building materials dealers to seize a lot of market share in the market. After buying furniture to send cars, spikes, factory group purchases and other promotional forms, this year's home building materials retail market will be the main promotional activities and marketing themes?

Industry comment: He Weirui, secretary-general of the Guangzhou Champion League, said that the factory group purchase promotion held last year did play a very good role in the sales of the nine major brands of the alliance, but this year it seems that it can no longer be copied, consumers have already figured out the business. The routines understand the benefits of this form. This year's promotions and marketing themes will be organized around the elements of design and softcover, in the form of public welfare activities, sports marketing.

Pastoral style will prevail

Like fashion, the trend of home decoration style has always attracted the attention of consumers. What is the trend of decoration style and color trend this year? The 2013 color trend released by Akzo Nobel Dorothy Coatings shows that the elegant, savvy and deep blue will replace the passionate red to become the annual home fashion color this year. Another popular color will be the color of the wood, which is the natural color of the leather and the wood material itself. The furniture and other products will not be processed by post-coloring, skinning, etc., and will win all ages with a dull low-key and smooth look. Consumers' favor.

Industry comment: Yuan Xin, director of Guangzhou Xingyi Decoration Design, believes that when European style and modern minimalist style are abused, the rural style that meets the preferences of the current mainstream young group and meets the intellectual complex will become the mainstream of home decoration this year. A variety of pastoral styles such as English pastoral, American pastoral, and Korean pastoral style will be popular. In terms of color, it will also be dominated by milk white and ivory white.

Limits of harmful substances into regulations

For a long time, the social attention of the home building materials industry is relatively low, the superior authorities are not clear, and the industry covers a wide range. Many categories are still in the primary development stage, and some have developed rapidly in recent years, making the relevant national industry regulations in many fields. Whether it is still blank or urgently needed, the old industry standards can no longer keep up with the industry situation and people's living standards. Therefore, the introduction of new national standards has attracted great attention from the industry.

The General Technical Conditions for Children's Furniture, which was introduced in June last year, became one of the most concerned topics in the 2012 home furnishing industry. Children's furniture safety issues and new technology for children's furniture production have become the hottest focus of the report; The new national standard of Technical Conditions also curbed the chaos of mahogany furniture. Then, this year's policy will be biased towards which category or field of home building materials?

Industry comment: The head of the UL Group Nansha Indoor Air Testing Center said that China's standard for indoor hazardous substances has long been out of the market. This year's policy should focus on the indoor hazardous substances limit; and the Secretary General of the Guangdong Door Industry Association Xu Sheng believes that the current door and window industry is developing rapidly, and the product size is different, the name is different, and the environmental protection level is not good enough to hinder the overall improvement of the door and window industry. Therefore, the national standards for wooden doors and windows that have already been approved and delayed for several years are inevitably introduced this year. Many details will be in line with international ISO, and the door and window industry will be better urged to advance to a higher level.

Actually Guangzhou's first store or will enter the ear

Despite the stagnation of the home retail market in recent years, the opening trend of Guangzhou home furnishing stores in 2010 has never been interrupted, and more and more foreign malls and local capitals have come to take advantage of this “shuishui”. More than ten stores including Wuzhou City, Wanhulai Jinshazhou Store, Yuewang Home, Baishi Home, Hongxing Meikailong Tianhe Store, Ouyada Huangshidian and Jiasheng Meiju have been opened one after another, pushing the total amount of home furnishing stores in Guangzhou into 100. The era of Wanpingmi.

The Oriental Building Materials City, which attracted high-profile investment in the middle of last year, looks like abortion. Yuewang Home, which opened for one year, was forced to change to Mangrove Bay. In the face of the Guangzhou home market, which will be warming up, what other stores will be stationed or continue to expand this year?

Industry comment: Mingzhishan has tigers and prefers Hushanxing. As a huge home consumption market in first-tier cities, Guangzhou's potential still attracts many private capitals, and it is also a must for the layout of the South China market. It is rumored that the first store in Guangzhou is about to enter the agenda, and there are rumors that Red Star Meikailong Guangzhou Third Store is also actively preparing for it.

dynamic

Hongshuwan holds brand furniture alliance spring festival

The remaining temperature of the Spring Festival has not subsided, and the Guangzhou furniture market has already had promotional actions. At the end of this week (March 2~3), Hongshuwan Furniture Haizhu Store and Panyu Store held the “2013 Brand Furniture Alliance Spring Festival Exhibition”. As the first large-scale furniture promotion in the Year of the Snake, combined with the power of furniture manufacturers, dealers, and store properties, 200 furniture brands and hundreds of thousands of pieces of furniture participated together to release the price limit of furniture. During the event, there will be free shuttle bus service at Metro Sports West Road Station, Xiaogang Station and Dashi Station.

It is understood that this brand furniture spring festival exhibition has two highlights, one is to buy off one part of the inventory of furniture to buy one get one free, the second is to match the spring furniture exhibition in Guangzhou, the new furniture cost promotion price and enjoy a discount, a single brand One order over 3,000 yuan and then 9.8 fold, a single brand over 6,000 yuan and then enjoy 9.5 fold, 10,000 yuan and then 9.2 fold, the site also has a large number of boutique furniture welcome price of only 2013 yuan.