Home building materials industry: the rebound of the prosperity index has not warmed up in winter

Recently, the home furnishing index monitoring data jointly released by the Ministry of Commerce and the China Building Materials Circulation Association showed that the home industry boom index reached 114.05 in August, and it has gradually approached the peak of 116.62 in 2010. Many people in the home industry said that the impact of the relatively low industry in the first half of the year is gradually fading, and the strength of the leading home furnishing companies like Red Star Macalline has also boosted the market.

Real estate industry shows that the home industry is picking up

Since 2005, the state has introduced a number of policies to regulate the real estate market. With the introduction of the “National Ten”, “National Eleven” and 2011 purchase restrictions in 2010, the real estate market has entered a tightening period after regulation. However, since June this year, the housing market has seen a recovery trend. The prices of major cities in the country have increased by 10%-15%. In August, the sales of commercial housing in the country increased by 2.2% year-on-year, and the sales area increased by 12.9% year-on-year. It is the first growth since this year. It is expected that with the arrival of the “Golden September and Silver 10” property market, the real estate market has entered a low period and entered a high transaction period.

The home market is in the downstream of the housing market. The market as a whole has a lag compared with the real estate market. The monitoring of the home prosperity index jointly released by the Ministry of Commerce and the China Building Materials Circulation Association shows that the home industry entered a trough in 2011. Continued to 2012, (Note: In 2010, the national building materials home economy index averaged 116.62, and in 2011 dropped to 109.24). It is worth noting that since February 2012, the prosperity index has increased month by month, reaching 114.05 in August. The significant increase in the prosperity index marks a crucial period for the home market to break out after regulation.

Industry reshuffle, leading enterprises become more concentrated

During the tightening period from 2011 to March 2012, there was a significant structural change in the home circulation market. Some building materials and furniture malls with small scale and backward management concepts were forced to close due to poor management and shrinking passenger flow. In pursuit of transformation, some other shopping mall brands have also been forced to slow down the pace of national expansion, adopting a moderately contracted business strategy to cope with the market downturn. However, some home store brands, such as Red Star Macalline, are still growing rapidly with more than 20 new stores, and continue to lead the home circulation industry with the total size of more than 100 stores, becoming the undisputed home circulation industry. The first brand.

According to the data of the Building Materials Circulation Association, from January to August this year, the sales of the national scale and above reached 779.209 billion yuan, while the sales of Red Star Macalline totaled 37.251 billion yuan from January to August, accounting for the sales of national home stores. The total amount is 4.78%. Compared with the market share of Red Star Macalline in January-August 2011, 2.14%, with a growth of 2.64 percentage points, it is clear that Red Star Macalline has occupied an absolute period in this home industry shuffling period. Dominance.

In view of the operation status of Red Star Macalline in various cities, in order to cope with the shrinking passenger flow caused by the regulation and control of the home circulation industry, Red Star Macalline strengthened its layout in the third-tier cities across the country and intensively smashed the consumer market in third-tier cities. According to the data, in the sales of Red Star Macalline from January to August this year, sales in third-tier cities increased the most, reaching 48.8%, accounting for 24.3% of the total sales of Red Star Macalline, during the reshuffle of Red Star Macalline. Guaranteed sales have made an important contribution to the contrarian. At the same time, during the market downturn, the pre-emptive market competition is relatively moderate, and the third-line market with more development space has become a prerequisite for Red Star Macalline to continue to maintain its leading position in the future market competition.

Obviously, the shuffling of the home circulation industry market triggered by the regulation of the upstream real estate market is a change in the optimization and upgrading of the home circulation industry. It makes the advantages of enterprises that maintain innovation, accurately understand the market and respond quickly. At the same time, through the market selection, those enterprises that do not adapt to the current market competition are eliminated. As mentioned above, the current housing market recovery has become inevitable, so the new round of rapid development of the home market will also come, and such as Red Star Macalline seize the opportunity and obtain in this market transformation. Advantageous enterprises will surely occupy a very favorable position in the next round of market competition.

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