Home industry 2013 look at the review several times spring warm a few times winter cold

2013 was an extraordinary year for the entire home industry.

As the basic industry of the national economy, it is closely related to people's livelihood. The overall development level of the household industry has gradually become an important indicator to measure a country's economic development, people's living standards and happiness.

In 1998, the housing system reform officially began, and the real estate industry entered the fast lane of development. As a downstream industry closely related to the cycle and lags 1 to 2 years, the home industry ushered in the development period of “Golden Decade” around 2000.

Entering 2011, due to the comprehensive and continuous regulation of the real estate industry, the home industry is “light”. Regardless of whether it is a production enterprise or a terminal business, the operating conditions have experienced different degrees of decline, and “the tides have receded to know who is swimming naked.” The situation of household enterprises that have adopted extensive development has been even worse.

The more the viability is challenged, the more companies need to change in terms of production methods, management structures, and marketing techniques. In the past three years, home furnishing companies have been constantly adjusting and shuffling. With the release of rigid demand for real estate and the transformation of production methods, the home furnishing industry has rebounded strongly in 2013 and has shown several obvious characteristics.

Industry recovery is a foregone conclusion

It is appropriate to describe the trend of the home furnishing industry this year with the "cold spring and spring".

According to the National Building Materials Home Furnishings Index BHI jointly issued by the Circulation Industry Development Department of the Ministry of Commerce and the China Building Materials Circulation Association, from February this year, the market for building materials and home decoration materials in China has been rising all the time, and has been in the period from April to October. The high location, even in the traditional off-season, continues to rise.

The improvement of the consumer terminal environment is one of the important reasons.

According to Che Jianxin, chairman of Red Star Macalline, the total retail consumption of consumer goods increased from 15.7 trillion to 20.7 trillion from 2010 to 2012. Domestic demand boosted China's strong economic growth and created for the home furnishing industry. A good external consumption environment.

Second, the improvement of the real estate market has also led to the rise of the home industry. Statistics from the National Bureau of Statistics show that in 2012, the sales area of ​​commercial housing in 65 major cities in China increased by 34.2% compared with the previous year, which means that the renovation of new homes in 2013 will have a large increase.

In addition, the active attack and positive adjustment of home furnishing enterprises has become an important means for their smooth "winter".

Taking Red Star Macalline as an example, when the industry as a whole is in a downturn and the response of individual companies seems to be weak, Red Star Macalline has intensively launched the “Gathering Business” activity since the beginning of the year, integrating all industry and multi-brand manufacturers. The power of integrating the superior resources to attack the group and gaining a good market response.

In addition, home manufacturers have made concerted efforts in original design innovation, channel expansion, and improvement of marketing methods, which have stimulated the endogenous motivation of enterprises and found new growth points.

Growing home industry

The Chinese home furnishing industry has experienced leapfrog development in the past 30 years.

In 1978, the total consumption of furniture and building materials in China was only 2 billion yuan, and in 2008 this figure has reached 700 billion yuan. The market has surged 350 times.

According to the China Furniture Association, as of the end of last year, the total output value of China's furniture industry has exceeded the trillion mark, reaching 1.13 trillion yuan, becoming the world's largest furniture production and consumption country for five consecutive years.

With the expansion of scale, the status of the home industry has also been continuously improved. It has become the fourth largest consumer product after real estate, automobiles and food, and has begun to occupy an important position in the national economy.

On the other hand, the subdivision of the home furnishing industry has also deepened. The sub-categories of flooring, mattresses, sanitary ware, wallpaper and so on have all appeared in the industry's leading brands, and their scale and influence are also expanding. The larger the number of sub-brands, the more it needs a comprehensive store that includes a large number of categories and brands to provide orderly display and marketing. Large-scale home living plazas are born in time.

On this basis, the industry concentration has further improved. According to the "2012 China Home Furnishing Industry Top 100 Enterprises Research Report", the total assets of the top 100 home manufacturing enterprises in 2011 reached 1.66 billion yuan, a year-on-year increase of 19.15%.

In the process of “wintering” in the past two years, more and more home furnishing companies have chosen to actively adjust and find new business growth points. The hot rise of smart homes, the in-depth exploration of “pan-home demand”, and the mode of online and offline linkage Adjustments, etc. are all in this column.

After experiencing high-speed arrogance and industry downsizing, home furnishing companies are becoming more mature and their formats are gradually improving.

Sinking trend is obvious

Similar to other manufacturing industries, channel sinking is also a development trend of home furnishing companies in recent years.

As the market in first- and second-tier cities is becoming more and more saturated, the demand in the third- and fourth-tier cities and even the surrounding counties and towns that are in the process of urbanization is increasing. According to statistics, in 2012, furniture sales in the first and second-tier markets fell by as much as 50%, while sales in the low-line market rose sharply.

In addition, the high cost of high-end market rents and labor is also an important factor that forces home companies to “escape”.

In order to comply with this trend, home stores have expanded to second- and third-tier cities. Red Star Macalline is the vast majority of newly opened shopping malls outside this year.

In the “Jushang” promotion activities at the beginning of this year, the sales of second- and third-tier cities showed a “surge” trend. The sales of single-day merchants in some shopping malls even exceeded 30 million, an increase of more than 35 times.

Under such a trend, coupled with the warming of the upstream industry and the boost of terminal consumption, the home industry will usher in the next wave of high tide. Che Jianxin said that the entire home furnishing industry will see an increase of more than 10% in 2013. Ma Tinggui, president of the China Decoration Association, also said that starting from next year, the annual output value of the home furnishing industry will exceed RMB 2 trillion.

It is worth noting that the road to development is not a smooth one. The uncertainties such as the adjustment of the channel sinking and the change of the business model under the impact of e-commerce are still unable to be circumvented. The home furnishing enterprises still have to work hard and “join the joint venture”. To improve the quality of the industry and benefit the society and consumers.

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