Furniture people interpret the return of rationality in the home industry under the five major conditions of the new country

On February 20th, the State Council executive meeting announced the regulation of the new "National Five Articles". On March 1, the General Office of the State Council issued the "Notice on Continued Doing a Good Job in the Regulation of the Real Estate Market", and refined the relevant provisions of the new "National Five Articles" from the six aspects of restraining investment speculative purchases and increasing supply.

There has been a lot of controversy about the industry. The pessimistic forecast predicts that the property market will be cooled by the impact of the new policy, and the home market in the downstream of the industrial chain will be hard to avoid being affected. The optimists believe that the rigid demand for real estate will always exist, depending on how the firm seizes this rigid demand and seizes the elastic demand to create the market.

Under the premise that the real estate policy is still strict, what will be the trend of the home market in 2013? What impact will the New Deal have on the home industry? On March 18th, SouFun Home Network made a comprehensive attack on Guangzhou Furniture Fair, interviewed a number of outstanding furniture industry representatives, and listened to their interpretation of the new development of the real estate industry and the development of the home industry in the big environment.

Industry representatives interpret the new real estate policy -

Federal Group Director\Director of the Board of Directors Zhong Haizhou: The regulation of “National Five Articles” has not completely stepped out of the track of regulation in the previous decade, or is a kind of restraining demand. It is in a name that prevents speculation and investment. However, in China, if the house is stripped out, it is said that it is a people's livelihood, not a consumer product or an investment product, which is a distortion of the market. Now this kind of regulation policy that slowly evolves into a medium- and long-term period cannot be withdrawn, and cannot be retired. I don't think it is a good policy.

Secondly, levying a 20% difference in taxes and fees will curb the transaction and supply of second-hand houses, and rushing everyone to a new house will not necessarily achieve the effect of curbing house prices. Instead, it may push the first-hand house up. After the local rules came out, now everyone is grabbing the time, taking the last bus, and going to the transaction to avoid the 20% tax. After this climax, if the rules are not further improved, the second-hand housing transaction will fall into a relatively freezing state, at least There is a wait-and-see period for a while.

Li Zhen, Assistant Chairman of the Board of Directors of Zhuo Zhuo: The country has repeatedly launched a new property policy, which is undoubtedly a crackdown on investment purchases or speculative reserve listings, which is beneficial to the long-term development of China's real estate. After the launch of the new "National Five", there will be an illusion that second-hand housing transactions are booming, which will greatly increase the transaction volume of the entire property in a short period of time. However, after the official implementation of the “National Five Articles”, I estimate that the impact on second-hand housing is very large, which in turn will stimulate the subscription of new homes.

Innovative President Yang Jianwei: The state regulates real estate has also been regulated for such a long time, not a day or two, no fresh, but last year's house still sells a lot, furniture is still selling.

The impact of the new housing policy on the home industry -

Innovative President Yang Jianwei: "National Five" combat investment speculation is a good thing for the furniture industry. First, it is possible to eliminate a large number of pit-selling and low-cost dumping enterprises. Second, in the past, the houses were sold indiscriminately. Many investors rented out houses and rented them. The furniture they bought was very bad furniture. Third, As a brand company, your product positioning is good, aiming at those who are looking for comfortable furniture or looking for updated furniture, your turnover will be better.

Li Zhen, the assistant to the chairman of the company, said: "The New Five Articles" has a positive effect on brand furniture. Because of the brand furniture, in many cases he is directly facing the new building customers. If more people turn to buy a new building, and he will choose new furniture - not to say that our furniture has limited space for second-hand housing consumption, but that some consumers of second-hand buildings are improving the purchase of furniture, Moving from the old house to the new house may be replaced in the middle part, and some still use the previous product. For the new building customers, he is completely a blank piece of paper, he needs a whole set of configuration, the value of this user is relatively large. Therefore, I believe that the launch of the “National Five Articles” may stimulate the sales of the brand furniture industry.

Hu Yixiang, executive vice president of the Stirling brand: This is a new opportunity and challenge. I feel that rigid demand for real estate always exists. It depends on how you can seize this rigid demand. You grasp the rigid demand to satisfy the market and seize the elastic demand to create the market. The elastic demand is that you want to create a market, and there is no demand and you are motivated by demand. We will analyze the demand. How many houses are actually built in China each year, how many people buy houses, and how many people buy furniture. The space inside is very large.

Federal Group Director\Director of the Board of Directors Zhong Haizhou: Based on the government's regulation and control, it may not be relaxed, and may even be strict. The people may continue to wait and see, the time of entering the market will continue to push forward, and the real estate market will return to the stage of waiting and seeing. For the downstream home industry, it will be affected. Therefore, my general judgment is that in 2013, the furniture industry still needs to have a mentality of continuing to fight a protracted war, and must return to rationality.

Ai Ruisi Executive Director\President Zhai Youbin: The market is high or low, the market is good or bad, but China's development is here, the difficulties are temporary, and dare to meet various challenges, I think this is a business. The fun of home struggle. In recent years, Ai Ruisi products have been continuously innovating and developing, so the radiation surface is also deepening and increasing. In the Guangzhou market, we first settled in the Red Star Macalline. This year we reached a cooperation intention with the dealers, ready to enter the Panyu Jisheng Weibang. This year we have developed a lot of southern markets, and everyone is very optimistic about Ayres.