2011 home industry industry speculation meager profit era or flowers

Looking back on 2010, the home furnishing industry has experienced a fierce battle between companies, alliances between the same people, the expansion of the brand and the struggle of the overall economic environment. Some of the big events that must be engraved on the time and ring. After this uneasy year, everyone began to show more new expectations for this industry. Let us look forward to 2011 together and guess new phenomena and new changes that may occur in the industry in the new year.

Guess 1 foreign furniture brands seize the Chinese market and impact domestic quality

The Meikemei brand, which has already been successfully listed in the US, judges that in the global industry competition, more international home brands will enter the domestic market in 2011. Today, China has become the world's largest place for furniture production, and it is also a big market for furniture sales. In particular, the development potential of the Chinese market in recent years is enough to make furniture manufacturers in Europe and the United States stand out. The proportion of China's middle class has been further improved, and the consumer groups' brand, price and quality requirements for furniture have also increased accordingly. This excellent opportunity has made it possible for foreign furniture brands to settle in.

Liu Chunjie said that through the investigation of consumers, it is not difficult to find that consumers in first-tier cities are more interested in product comfort, while consumers in second- and third-tier cities are more concerned with the standards of products. In short, the most obvious feature of today's consumers is the rational purchase, the service, product quality and overall design of the imported brand is much higher than previously required. Liu Chunjie revealed that the large-scale entry of international brands will only intensify competition in the industry. A strong brand can still gain a “one cup” of the market through industrial upgrading and manufacturing upgrades. Meike’s plan for the year is to grow from 45 stores nationwide to 60. The store, the new product release twice a year will not "lost." In the face of the new market environment, the “welfare” that consumers receive will be a more cost-effective product.

Guess 2 home brands listed one after another to get rid of the "small industry" impression

In recent years, with the rise of a number of excellent furniture and building materials and circulation brands, whether it is the large-scale performance of the CCTV tender, or the release of the news of the listing, the outsiders gradually began to change the long-term "small industry" "impression. The capital market is tilting more attention to the home industry. In 2010, when many companies conducted in-depth discussions on the topic of “the power of capital”, everyone agreed that listing is the inevitable path for the future home industry to become bigger and stronger.

However, the financing of listing involves a complex level, involving all parties' interests, and the process is bound to be tortuous. Therefore, most of the home furnishing companies that have been successfully listed have started to brew from a few years ago, and even delayed the plan again and again. Looking forward to 2011, Zhang Ren, secretary-general of the China Building Decoration Industry Association, first optimistically stated that many domestic home furnishing companies have already started or are about to IPO. The listing in 2011 will definitely become a hot spot for the home furnishing industry. Zhang Ren believes that "no matter whether the company can successfully go public, this is at least a new change in the industry in 2011. Everyone has new thinking about their own development. Integration and alliance are the trend." Among them, Red Star Macalline and Anxin The floor is a brand enterprise that has been rumored to be listed in the past two years.

Guess 3 home industry "low carbon environmental protection" white hot card living space shrink

Low-carbon has been popular in the home furnishing industry for many years, and it has reached a white-hot state. The home improvement company's environmental protection technology is free to upgrade and promote low-carbon environmental protection concept. Furniture and building materials enterprises set off a green brand and promote green management. The association advocates healthy consumption and is committed to green. The environmental protection ten-ring certification, and even the local government is also helping the green lighting plan to put it on the agenda, consumers are more concerned about the green list of brands focusing on environmental consumption.

Zhang Ren told reporters that the trend of the home furnishing industry in 2011 must be “low carbon” and “environmental protection”, and it is no longer simply used as a concept to speculate, but to refine the construction process of the decoration and the production of household products. Manufacturing and corporate operations and many other details. Liu Chunjie, director of public relations media at Meikemeijia, stressed that competition in the industry will intensify in 2011, and that it can be regarded as a strong brand in the industry. It must have the basic standard of “low-carbon environmental protection”, so it is necessary to join New brands on the “battlefield” of home in 2011 must also have the above conditions to survive.

Guess 4 "home store" turned into "home store"

Statistics show that in the past 2010, there are more than 100 home and store stores in Beijing, with a total operating area of ​​more than 3 million square meters. Therefore, the industry is controversial about whether there is excess in the store, and it is still inconclusive. Will this question mark be unlocked in 2011? Yin Yuxin, deputy director of the Oriental Homeland, said: "Now we should think about this question in reverse: why not turn the home store into a home store, so that you have your own living space, and will not be entangled in the focus of excess."

Yin Yuxin explained that replacing “home” with “home”, the range of products operated is not limited to building materials and furniture items. It can be covered in all areas related to “home”, and the current single home store is made up. It is a comprehensive shopping mall that integrates building materials, furniture, home appliances, clothing, clothing, food, housing, and transportation. It provides one-stop shopping for consumers, so there is no need to worry about excess problems. Previously, Red Star Macalline and Suning Appliance cooperated to create a one-stop shopping for home appliances. In 2010, Suning’s new location in the southwestern third ring of Beijing was next to a home store. Yin Yuxin predicted that in 2011, “home shopping” is a new idea for the industry to explore and develop, and the one-stop shopping style of home stores combined with other industries is not limited to the home appliance industry, but will also expand to a wider range of fields.

Guess 5 famous brands to enter the second and third tier cities

The entry of well-known brands into second- and third-tier cities may be another phenomenon that home furnishing companies will continue from 2010 to 2011. Zhang Ren judges that more well-known enterprises will join the ranks of the second and third-tier cities in this year.

Looking back on 2010, affected by the new policy of the property market, the rapid decline in the volume of economic first-tier cities such as Beijing, Shanghai and Guangzhou has made the home industry unfortunate. Together with the fierce competition, many leading home stores and furniture like Jingpai In 2010, the company also began to explore new ways to seek development opportunities in second- and third-tier cities. Industry insiders have judged that brand companies that have tasted "sweetness" through expansion will not give up the pace of expansion in 2011, but will be more rational in geographical selection. Zhang Ren reminded that with the expansion of many brands in the country, it is necessary for enterprises to integrate hardware scale, software management, brand marketing, and cultural promotion.

Guess 6 second-tier city second-hand housing renovation "push on the table"

Several intermediaries have entered the ranks of “50 billion clubs”, and there will be corporate sales exceeding 100 billion in the next two years. In the past 2010, the volume of second-hand housing transactions in Beijing reached 190,000 sets. The transaction volume of second-hand houses in first-tier cities such as Beijing and Shanghai has surpassed the new houses. At the end of the year and the beginning of the year, the rebound in the transaction volume of the property market has brought "warmness" to the home improvement industry. Home improvement enterprises such as Shichuang, Kuoda, and Zhizhifeng have seized the opportunity to launch the "New Year's Home with a Prize for Unsubscribe" and "Sunshine Project". ", "Supreme Privilege Pass" and other profit-making activities.

On the other hand, home improvement companies that have been standing at the forefront of the market have long been sensitive to the changes in the main consumer groups, and have pushed the second-hand housing renovation business that had previously been secretly launched to the table. In addition to the decoration of the old house that has been focused on the renovation of the old house, in 2010, a team of old house decoration experts was set up to explore the technical standards of the decoration of the old house, the second house and the second-hand house, and the brand home decoration of Shichuang, Yaguangya, Qishengyao and so on. The company did not show weakness. In the past few months, it has launched 18-day speed, partial decoration and renovation of old houses. Faced with this situation, many people in the home improvement company said that in 2011, the home improvement market is likely to set off a wave of competition for second-hand housing decoration market share.

Guess 7 home store distribution with new disk orientation

Throughout the Beijing property market in 2010, the sales of Daxing and Fangshan have made a surprise to the home industry as a downstream industry. Grafting the start of the planning and development of the city, the opening of several subway lines, many home furnishing companies have set their sights on the south of the city. Yin Yuxin judged that the expansion of Beijing home furnishing stores in 2011 will be concentrated in the south of the city. First, the locality of the home furnishing industry is very strong, and consumers have the habit of nearby consumption. Second, the home furnishing market in the south of the city is very scarce. Good opportunity for industry blanks. Yin Yuxin said: "Compared to the increasingly mature Chengbei home market, the focus of Beijing home furnishing stores in 2011 is bound to be in the south of the city. The advantage of the south of the city is obviously beyond the north of the city for the first time."

Guess 8 home industry into the era of meager profit

With more products and more competition, the most anticipated thing for consumers is to see the price of home products available. Zhang Ren judged that in 2011, the price will be “accompanied by the market”. "Frankly speaking, artificial wages should be raised, product production costs should be increased, and cost increases will inevitably lead to price increases. Any industry that matures will enter a period of low profit, such as home manufacturers and dealers, and it is impossible to always be at a high profit level. The era of profiteering in the home industry has passed. With the survival of the fittest in the market, there will be prices for products, and products will cut prices."

Many industry insiders believe that once the home industry enters a period of low profit, enterprises should make full use of raw materials, reduce inventory to the extreme, fully exploit the labor benefits, and even include procurement and sales. Each process cost control is an opportunity to gain profit growth. .

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