New country five articles introduced to the market, the bearish home market is busy with the old and new

After the introduction of the new "National Five Articles", the furniture industry that just experienced the sales season in the second half of last year seems to be in jeopardy. In March, furniture manufacturers have been “fresh and old”. At the same time as the old discounts, some brands also revealed that this year's new products may increase prices. The industry believes that in recent years, furniture prices have increased by 10% per year. This year, the industry as a whole is unlikely to cause a greater increase in terminal retail prices due to rising costs.

Many stores in the old sample clearance promotion

In the past few days, the reporter visited the home store in the city and found that many shopping malls and dealers have signed the "clean sample promotion" sign. At Jisheng Weibang Weizhou store, most stores have sold promotional labels such as “special price” and “factory price”, some products are even as low as 3.5%; in IKEA Guangzhou shopping mall, more than 400 kinds of goods are undergoing winter sale; B&Q Large promotions will also be launched at the end of March.

“Generally, every year, from March to May, furniture manufacturers will list new products. In March, dealers began to renovate the storefront and the old models of “selling goods” to make room for new products.” A senior in the home industry pointed out.

However, salespeople from multiple brands told reporters that the new products have not yet entered the market, but the price of new products may rise this year. A person in charge of a factory direct store said: "The price of new products is expected to increase by about 10% this year."

However, there are also brands that do not catch up with the price increase. The reporter learned from Qumei Furniture that this year the brand will launch three new series, but the price is the same as in previous years.

“In the past five years, the price of furniture has increased by 10% per year.” The relevant person in charge of a well-known furniture manufacturing factory in Guangdong told reporters that “mainly because the wages of workers are increasing every year.” The company’s sales target is increased by 10%.

“Last year was the toughest year for the furniture industry.” Yesterday, the sales manager of a well-known furniture brand in Guangzhou revealed that the sales target set by the company in the area responsible for it in the beginning of last year was not reached, “but last year’ eleven 'After that, sales have increased, and the 2013 sales target set by the company this year has increased by 10% compared to last year."

Since December last year, the furniture industry stocks have also gone out of the market with a wave of rising prices, especially since this year, Sophia (002572), Yihua Wood (600978), Meike shares (600337) share prices have risen over the same period Shanghai index.

Bank Securities Research believes that due to the increase in the national price increase in the real estate market in the second half of 2012, orders for furniture companies improved significantly in early 2013, and expectations for the full year of 2013 improved. In the capital market, the shareholders of relevant listed companies are also increasing their holdings.

According to public information, Yihua Group, the major shareholder of Yihua Wood, started the increase plan on January 31. Under the condition that the increase price is not higher than 7 yuan/share, it is expected to increase its holdings beyond the company's total share capital in the next 12 months. 2% shares. In addition, from July 5, 2012 to January 4, 2013, Meike Group has increased its holdings of 4,756,528 shares of the company through the centralized auction trading system of the Shanghai Stock Exchange, accounting for approximately 0.75% of the total issued shares of the company.

Last night, Sofia (002572) issued a statement saying that the review of the restricted stock incentive plan strengthened expectations for the future. The company's previous announcement shows that the program's exercise conditions include the base year of 2012. The net profit growth rates in 2013, 2014 and 2015 are not less than 20%, 44%, and 73%, respectively. The net profit margin of the year is not less than 12%. The weighted average return on equity is not less than 10%. Huatai Securities Research believes that the average annual growth rate of more than 20% from 2013 to 2015 is not harsh.

After the market opened yesterday, the company's stock was up.

However, the “joy” of the furniture industry’s “looking up” has not yet been translated into actual income. Meike shares released a performance pre-reduction announcement, saying that it is expected that the net profit attributable to shareholders of listed companies will decrease by about 90% in 2012. Del Home released a performance report that in 2012, the company's operating income decreased by 14.33% year-on-year, and the net profit attributable to shareholders of listed companies decreased by 14.63%.

“From last year to the present, we have not felt that there is a clear 'outbreak' in sales.” The head of a home sales brand in Guangdong said that the sales of household products depend on “just need”, and he expects that sales of household products will be in the second half of this year. Experience the peak season, but the increase will not be great.