Home industry keywords combed 2013 or will rise steadily

In 2012, the home furnishing industry experienced the “cold winter” under the control of the continuous property market. In the new year, the regulation of the property market will not relax, but the urbanization began to exert strength and the rigid demand is still heavy. For the 2013 home furnishing industry, the store What are the goals and directions of home improvement companies, furniture and building materials brands?

Steady development at low speed in 2013

Many industry insiders told reporters that 2012 was a difficult year for the home furnishing industry, but still achieved good results. According to the China Furniture Association, as of November 2012, home furnishing enterprises have completed industrial output value of more than 500 billion yuan, and the export home industry has increased by 27%. Zhu Changling, chairman of the China Furniture Association, said that 2012 is a year of steady growth. Due to rising prices, rising labor costs and operating costs, the output value of enterprises is growing steadily. It is expected to develop at a low speed this year.

The Central Economic Work Conference held at the end of last year defines urbanization as the greatest potential for expanding domestic demand. The development of urbanization means that in addition to first-tier cities, the demand for second- and third-tier cities will also rise sharply, which will provide sufficient space for the home industry. Wang Linpeng, president of the Real Home Group, said that the country needs to shift its economic development from investment and export to domestic demand. This change is a major positive for the home furnishing industry. "This year, the industry will maintain steady development and will not be like The same violent growth as before will not fall."

Zhang Jingyu, chairman and president of Meichao Group Co., Ltd., also said that the overall purchasing power in the first half of this year is insufficient, and the situation of weak demand still exists, but it may rise in the second half.

Improved demand is worthy of attention

Just after the New Year's Day, many stores and brands have ushered in a good start, and this year's expectations are also full of confidence. However, the regulation of the property market is still going on. The speculation on the market “cold winter” still exists. How to deal with this year's market, the industry generally believes that we should pay attention to rigid demand, including consumers who buy houses for the first time and consumers with improved demand.

He Fuwei, director of the market of Zhibang cabinets in Beijing, said that from the perspective of market structure, there are two markets worth doing. First, the proportion of package products for the working class last year is on the rise, and consumers will continue to increase their volume this year. In addition, the consumption of high-spending people is also magnifying. "The economy is sluggish, and the rich people will not invest in it because investment is not cost-effective, so it may be used to improve consumption, such as renovating a house that was bought before. Wait".

Wang Wei, vice president of Hongxing Meikailong and general manager of Beijing-Shanghai & Southwest Region, said that many cities have been visited recently, including Beijing, Shanghai, and many cities in the west, and even some secondary cities, and found that consumers are decorating their own homes. The enthusiasm is still very strong. “I think this year's market will be a growing market. The main need for growth is improved demand, and actually rigid demand,” he said.

Store

Keyword 1 service promotion

In 2012, many stores accelerated their pace of entering second- and third-tier cities, and there were frequent information on the opening of new stores across the country. Wang Linpeng, president of the Real Home Group, said that with the advent of the consumer era, consumers will put forward higher requirements for quality, service and lifestyle. The home industry needs to adapt to this demand and make a fuss about consumption and service. Will develop steadily and healthily.

Wang Wei, vice president of Hongxing Meikailong and general manager of Beijing-Shanghai & Southwest Region, said that in 2013, the most important thing for the home furnishing industry is to find ways to increase the added value. One of them is to pay attention to design and improve products through design. Added value; on the other hand, heavy service. Zhang Jing, general manager of Wanjia Lights (Civil Network) Decoration City, said that the key work in 2013 is still to improve services. Through the change of marketing strategies and the expansion of new channels, on the one hand, the confidence of merchants will be improved, on the other hand, the benefits will be affordable to consumers. . For example, in 2013, we provided an online e-commerce platform to meet young consumers with new service methods, and also followed the trend of e-commerce with new marketing channels.

Keyword 2 adjustment persistence

In 2012, in the context of the uncontrolled relaxation of the property market, in the face of the Beijing store, which is approaching saturation, many hypermarkets are trying to adjust the industrial chain and diversify. For example, Red Star Macalline and Jimei Home introduced fitness equipment at the same time, Red Star Macalline opened the lighting (lighting decoration renderings) center, Jimei also opened a large-scale leather city, trying to establish a comprehensive business body. In addition, there are also Xiaolong Ceramics to open a home life square.

Zhao Jianguo, president of Jimei Home Group, said that Jimei’s adjustment has been going on for more than a year and is now in place. The focus of this year’s adjustment will be to upgrade the industry through a more beautiful store image. Lu Xinjie, general manager of Welfite Home, also said that this year's market competition will be more intense. Some of the traditional advantages of the old stores may not be obvious due to the factors of the property market and the market structure. The adjustment of structure and brand will become the main work of this year.

Zhang Jing also believes that because of the contrarian trend, I believe many companies will make adjustments for their future survival and development. "I think there will be more and more such actions this year. In this change, every company will find itself. The direction, eventually the entire industry will find a local model that suits you."

Home improvement

Keyword 1 market segmentation

Due to the advantages in energy conservation and environmental protection, coupled with urbanization promotion, consumption upgrading and other reasons, the fine decoration industrialization has received strong support from the state. In contrast, the single customer home improvement market has been squeezed, becoming an important reason for companies to move towards the hardcover market. Cai Ming, CEO of Boloni Home Group, said: “Fine decoration is the future development direction of Beijing's home improvement market. Whether it is cooperation with real estate developers or facing ordinary residential users, enterprises will aim at this cake.”

Since the beginning of 2011, the decoration of the canoe has been exerted on the finely decorated and secured rooms. According to Chen Geng, the chairman of the board of directors: “The opportunity for fine decoration industrialization is greater than the challenge. The fine decoration project requires the management experience of tooling, and at the same time it must have home improvement management and customer service. This year, Vanke and other five leading real estate companies are the focus of conquering. client."

It is reported that the fine decoration profit mainly comes from the quantity. The control of the cost and construction period is very strict, and the amount of the capital required by the decoration company is quite large. This requires the decoration company to be very strong in logistics transportation, raw material procurement and financial support, so it can bear the home decoration. There are not many companies. At present, some home improvement companies are mainly focusing on launching packages to attract affordable housing and consumers with hardcover needs. The current decoration, sincere decoration, and Ruibowen decoration clearly indicate that this year's affordable housing will be an important target market.