Domestic home industry development is full of stamina

In recent years, with the post-80s and 90s becoming the main consumer groups in the market, consumer consumption patterns have quietly changed. Brenda Foster, president of the American Chamber of Commerce in Shanghai, believes that the rise of value-oriented Chinese new generation consumers symbolizes that China's consumption model will quickly get rid of the process of “prices determine everything”.

Consumer groups that are paying more and more attention to quality of life have also changed the characteristics of the traditional household industry, such as long consumption cycles. Household products are becoming more and more fast. With strong development potential, the home industry is gradually becoming more and more in the economic landscape. Important role. After experiencing the ups and downs of the market in 2012, the home industry showed a positive development trend in the first half of 2013. There are indications that the home industry has entered a warm-up period.

Status: Leading companies lead the home industry to pick up

Experts said that from the overall consumption situation of the home market, the market share of big brands has been increasing in recent years. In the process of gradually picking up the home industry in the first half of 2013, the Matthew effect of the leading enterprises is becoming stronger and stronger. Adjustments, sinking channels, and deepening consumer demand have driven the industry's activity to rise.

Red Star Macalline cooperated with SouFun Home Network to hold the “2013 International Building Materials and Home Ordering Conference” successfully in the Bird's Nest, attracting more than 10,000 owners to participate in group purchases.

Take the industry leader Red Star Macalline as an example. In 2010, its market share reached about 4%. After entering the 100-mall era in 2012, its market share increased further. In the first half of this year, Red Star Macalline’s performance was even more eye-catching. Through several active marketing and industry resource integration, it effectively increased the market activity.

In the first half of 2013, Red Star Macalline and SouFun Home Network cooperated to hold the “2013 International Building Materials and Home Ordering Conference” successfully in the Bird's Nest, attracting more than 10,000 owners to participate in group purchases. The on-site transaction records were continuously refreshed, and the consumption of nearly 100 million yuan was released. Purchasing power. On June 27th, during the anniversary of the Red Star Macalline, it launched a big promotion in the off-season. The total sales of merchants nationwide reached 1.5 billion, of which the share of building materials contributed nearly 50%.

Analysts believe that from the perspective of sales performance, counter-cyclical sales have brought about the result of the off-season sales, which has broken the traditional consumption rules of the home market to a certain extent. For the industry as a whole, the normalization of household consumption is the performance boost of market confidence and the release of consumer demand.

Trend: The situation in the home industry is still optimistic in the second half of the year

According to relevant statistics, in the first half of 2013, the number of transactions in Beijing's first-hand housing (after removing the affordable housing) was about 44,969, up 28.3% from the first half of last year. The second-hand residential transaction volume was 95,244, up 70.6% from the same period of last year. The policy of panic buying before the last bus has become the biggest driving force for the surge in second-hand housing transactions in the first half of this year. Therefore, the owners of 150,000 new and second-hand houses that were sold in the first half of this year have become quasi-consumer groups in the Beijing home furnishing industry.

Observers believe that the home industry will still have better development prospects in the second half of this year, considering the impact of the gold and nine silver sales season and the recovery of the real estate market and the increase in new shopping malls. Some experts predict that the home industry leader Red Star Macalline's full-year sales are expected to exceed 60 billion.

In addition to the impact of the upstream real estate market, good news at the policy level is also worthy of attention. In June this year, the General Office of the State Council issued a document clearly stating that it is necessary to reduce the circulation costs, foster the core competitiveness of circulation enterprises, and encourage the development of the circulation industry. Therefore, the situation of the household circulation industry in the second half of the year is still optimistic in the industry.

Features: Second and third tier cities become new hotspots in the development of the home industry

The overall improvement of the home furnishing industry has rebounded. At the same time, the competition in the industry has become increasingly fierce. The market share of first-tier cities has become saturated. In the context of the national urbanization policy, the demand in the second and third-tier markets has been continuously released and is becoming a home furnishing industry. A new battlefield aimed at.

Home faucets have begun to accelerate the layout of second and third tier cities

Taking the sales situation of Hongxing Meikailong in the first quarter of the country as an example, Hongxing Meikailong's home building materials in the first-tier cities grew steadily, the second-tier cities saw a large increase in building materials, and the homes rose steadily, while in the third-tier cities, building materials and household products showed Larger gains.

The industry analysts believe that the regional differentiation of the home market will become increasingly obvious, the first-tier cities are relatively saturated, and the second- and third-tier cities are expected to become the growth point of the home market in the second half of the year. Qin Zhanxue, executive vice president and secretary general of China Building Materials Circulation Association, also suggested that the home industry should fully understand the current market situation, especially to grasp the main line of urbanized building materials and explore how to provide good services for urbanization. Excavate the re-construction of the stock room, or study the supporting contracting and community services around urbanization.

Therefore, the home faucets have also begun to accelerate the layout of the second and third tier cities. In the first half of the year, Red Star Macalline opened three new stores, two of which are located in the second and third tier cities, and the newly opened shopping malls in the second half of the year are mainly located in the second and third tiers. city.

Development direction: the potential to improve quality and tap the needs of consumers

After China's home furnishing industry and home furnishing enterprises experienced the market shuffling in 2012, although the upstream real estate market warmed up and other factors brought opportunities for the recovery of the home furnishing industry, the industry development pressure is still huge. Home furnishing enterprises not only face the test of more and more discerning and full of individual consumers, but also face the pressure of industrial upgrading, and the product quality, service quality, shopping experience and other factors outside the marketing means are the core competitiveness.

Many home furnishing companies are aware of the importance of industry norms and professionalism, but the cultivation of industry practitioners is a long-term job. In April of this year, Chengwai established a home teaching college, and the industry leading expert Red Star Macalline's home life expert certification project has been operated for 2 years. It has trained and certified the company's employees, manufacturers and industry professionals to complete the certification of internal and external quality. More than 300 experts in service and fashion. At present, most of the experts have settled in major shopping malls across the country, answering questions and asking consumers for advice on the first line.

In addition, the functional and experiential aspects of the home environment are still improving. On the one hand, the consumer demand is forced to upgrade the environment of the enterprise shopping mall, and on the other hand, the leading effect of the large-scale brand shopping mall on consumer demand. After 27 years of development, the national mall has been upgraded from the first generation to the eighth generation shopping mall. Red Star Macalline has continued to enhance the software and hardware environment of the mall and lead consumption through innovative shopping forms such as “experience shopping” and “scenario layout”. The improvement of the quality of home life.

In addition, how to improve the originality of the home industry, put an end to plagiarism, and open up the original industrial chain is also an important issue that China's home furnishing enterprises need to face in the future. Only by continuously tapping the potential of consumer demand can the home industry continue to lead the way in the fashion life of consumers, without being ruthlessly eliminated by the market.

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