Since March, the home market has been in a state of “Xiaoyangchunâ€. "3·15" to the Qingming small holiday, the major stores, the brand's multiple promotions have received good results. During the “May 1st†holiday, the home market continued to pick up. The industry analysts said that the contribution of improved demand is obvious, and environmentally friendly products are more popular among consumers.
Home market continues to pick up
Due to the positive impact of the real estate market from the end of last year to the beginning of this year, in March this year, all major supermarkets felt the market's recovery. The reporter learned that from the situation during the "May 1st" holiday, the market's warming trend continued, and all major stores have achieved good results.
The reporter learned from Wang Wei, vice president of Hongxing Meikailong Group and general manager of Beijing-Shanghai & Southwest Region, that the overall sales of the “May 1†Beijing five stores increased by about 30% compared with the same period last year. He said: "Since March of this year, Red Star Macalline Beijing has frequently held promotional activities in various shopping malls. The results of this small holiday are also a continuation of the past two months, and we are also in anticipation."
Liu Yang, deputy general manager of Beijing Chengwai Chengjia Plaza, also told reporters that the sales of “May 1st†this year increased by 37% year-on-year, exceeding the expected 30%. “Further confirms our judgment that the market has warmed up.†Jimei Home Group Vice President Shen Yaojun said that the growth during the “May 1st†period was about 30%. “The market is generally better than last year.â€
Not only the sales of the stores are red, but the performance of the “May 1st†of each brand has also increased compared with last year. Among them, the unified international homes increased by more than 20% compared with the same period of last year, the shower room of Langshi increased by more than 35%, and the furniture of Kangjie increased by more than 10%. . Although there are different reasons for the increase in sales volume, the industry insiders said that the performance during the "May 1st" holiday is still normal, and it is also a manifestation of the market's continued recovery.
The situation in the second half of this year remains to be seen
Because the decoration itself is seasonal, the autumn is often the most active season for the consumption of furniture and building materials. Therefore, it also has the saying of “Golden September and Silver 10â€.
In this year's situation, although the market's recovery is undoubted, some people in the industry are very optimistic about the forecast for the second half of the year, but some companies say they are still cautiously optimistic. Shen Yaojun and Wang Weijun said that "the market will not be worse than the first half of the year". They all think that the products in a store are selling well. On the one hand, they are affected by the big environment, on the other hand, they have to look at the marketing effect of the store. Liu Yang also believes that the current state of the market will continue until the "Eleventh", but the situation after the "Eleventh" is not predictable.
Mei Xuhang, director of operations management of the Real Estate Investment Holding Group Co., Ltd., said that although the activities of the home are not over yet, there are 40%-50% growth in the home improvement of the house. The performance is very outstanding. He said: "Whether the second half of the year can still be so prominent, the possibility is not too great. If it can continue, then the overall situation this year will not only be warming up, but will erupt."
Wen Shiquan, president of Yifeng Furniture Manufacturing Co., Ltd. believes that there will be a steady decline in the second half of the year, with an estimated 10%-20% decline. Mainly the real estate market is not optimistic. For example, last year's "May 1" pushed more than 20 new discs. This year, I listened to the news and said that only three were pushed. The supply of houses has dropped, and the next few months will be reflected in the home market. on. Zhu Guangyu, executive deputy general manager of Peugeot Furniture Co., Ltd., said that the emergence of “National Five†has brought a turning point to the property market. “I am afraid this year may not be as good as before.â€
â– 51 features
Environmentally friendly products such as solid wood are more popular
According to the interview situation of the reporter, regardless of the store or the brand, it is obvious that consumers who purchase solid wood products have an increasing trend. Song Xiaoting, assistant to the president of Beijing Baiqiang International Home Trading Co., Ltd., said that the solid wood sold well in previous years, but this year's performance is more prominent, which may be related to consumers' more concern about environmental protection.
Chen Tao, president of Yitong International Home Furnishing Group, also said that this year's new style of products, of which pure solid wood products are more popular than before. Not only does the furniture present a trend of more environmentally friendly products, but building materials can also find the same changes.
Improved demand dominates the mainstream
Second-hand housing sales from the end of last year to the beginning of this year contributed a significant percentage of sales. Judging from the current situation reflected by the market, consumers with improved demand account for the main force of furniture and building materials consumption this year.
The improved demand for furniture and building materials not only includes the rigid demand for small rooms for large houses, but also the need to replace old furniture or building materials with new ones. Since the commercial housing process in the late 1990s, many household products are currently in a period of centralized replacement, so no matter how the property market adjusts, this part of the demand will continue to exist.
Increase in total monomer consumption
Because many of the "just need" to buy a house is no longer enough to buy a first house. Instead of really considering the needs of living, suitable for long-term residence, plus the number of improved home purchases such as small rooms for large houses is also increasing, also causing some changes in the home market.
Due to the large demand for the purchase of large-sized units, I hope that the products used are as good as possible. Therefore, when the transaction volume is basically the same as last year, the total consumption of individual consumers is increasing, and the individual consumers’ brand awareness of the products. Degree is also improving.
â– Market visit
Large traffic specials are good to sell
From May 4th to 5th, the reporter visited the Red Star Meikailong East Fourth Ring Store and the Real Home Shilihe Store. A weekend after the small holiday, although many brand activities have ended, there is no shortage of consumers to purchase products at home stores.
Red Star Meikailong East Fourth Ring Store Furniture Hall has two floors of solid wood and panel furniture. You can see some consumers, and some are still communicating discounts and offers with sales staff. According to a salesperson of Yifeng Furniture, in such a big shopping mall, because they are brand stores, consumers are more assured about the quality of the products, mainly because they have consultations about activities. “For example, some special products are usually sold. It’s very fast.â€
Actually, the Shilihe store, because the activities of the store have not yet ended, the number of people coming and going is relatively more. At the decoration materials store, at the door of a sanitary ware store, a consumer is consulting with the sales staff about the new design of the sink, including the location design of the dish, the design of the water. In a sanitary ware brand store, an old couple is buying a bathroom sink kit. The reporter asked if it is a second-hand house decoration. The other party said that it is not a second-hand house, just because the bathroom is old and wants to be replaced.
â– Industry sound
This year is a growth market
â—Wang Wei, Vice President of Hongxing Meikailong Group and General Manager of Beijing-Shanghai & Southwest Region
In October 2012, I said that this year's market will be a growth market. From the current situation, it is indeed a growth market. The comprehensive red star Macalline in the major shopping malls in Beijing, an average of about 30% growth, the largest increase is the North Fifth Ring store, the growth rate reached 100%, which is within our expectations.
The growth of the North Fifth Ring Store can borrow the word “retaliation growth†in the stock market. The growth rate of this mall in the past two years is relatively slow, and there are no other shopping malls in Beijing. After two years of operation, there have been some changes in product adjustment, hardware upgrades, traffic improvement, and team management ideas. This year's "May 1" can be said to have caught up with the past.
Frequent promotions have a certain impact
â—Wen Shiquan, President of Yifeng Furniture Manufacturing Co., Ltd.
The results of the "May 1st" are actually not good, and compared with last year, they can only be considered flat. There may be some small brands that have enough profit margins to make profits, and in order to promote themselves, so the activity is great, and the feeling of warming is very obvious. However, after all, this year's "3·15" rushed a part of the passenger flow, and the big stores in the middle are constantly doing activities, so we feel that it is normal.
Now the promotion is indeed too frequent. Unlike the past, there were only "May 1" and "11". Nowadays, there are promotions almost every day. I have developed a bad habit for everyone, and I don’t want to sell it. The furniture city is also oversupply. In order to keep the merchants stable, it has to be promoted, but the pressure of the current promotion to the merchants is indeed a bit big.
Active attack is the way to survive
â—Yao Hongpeng, Director and Deputy General Manager of Del International Home Co., Ltd.
From the beginning of the year to the "May 1st", we can see that the market competition is very intense, and the market differentiation is becoming more and more serious. In addition, various factor costs, including labor costs, rental costs, and renovation costs, are rising. If there is no real added value to satisfy consumers, then consumers should pay high value to pay for it, then your future How to survive. There is no survival, and there is no development.
Excellent enterprises must not only have excellent products, but also truly face the market's initiative to attack, use scientific methods to practice internal strength, and actively participate in the competition in order to live relatively healthy. If you don't take the initiative, there is no good way. Even brand companies may face a crisis, and those non-brand companies will gain more and more living space in this competition.
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