Compared with the first half of the year, the furniture market in the second half of 2012 has made some new progress. The home e-commerce has further gained recognition and support from the industry. The “furniture for furniture replacement†system has been further improved on the basis of the first half of the year, and has already begun to implement. From the perspective of sales, “furniture for furniture†has already obtained nearly one-third of furniture buyers. The recognition will bring some help to the end of the year. On this basis, the national policy has also been continuously improved to further strengthen the rectification of the industry and consumer protection measures.
(The picture shows the products of Melody Furniture Network)
“Furniture trade-in†injects fresh blood into the industry
“Furniture trade-in†began to sprout in the industry as early as September 2011, and achieved some remarkable results in November after the system was further improved in the second half of this year. Recently, "furnishing old furniture" can be said to be a relatively gratifying achievement in the furniture industry in the second half of the year. According to reports, from November 1st to 11th, 2012, the actual home completed 4,399 furniture signings through trade-in, achieving sales of 26.77 million yuan, accounting for 35% of the overall sales of furniture.
At the same time, there are certain doubts about “furnishing old ones for furnitureâ€, and many people in the industry are worried about whether their future development can become a long-term strategy. Although the “furniture-for-news†pilot implementation method has detailed regulations on the whole process, the market can be digested. In this regard, the industry has done the following two aspects of analysis: First, after the secondary processing of second-hand furniture, the profit is small, it is difficult to stimulate the manufacturers' interest in "furnishing the old ones." Second, the circulation of furniture products in the second-hand furniture market is also an important factor. But no matter what the future development, sales data can prove everything. A few days ago, the news reported that one-third of Beijing furniture sales came from “furniture trade-inâ€, which is also a great tool to stimulate the current furniture market.
Double eleven e-commerce carnival business and folks
At the same time, on the occasion of “renovation of furnitureâ€, the double eleven also came quietly. Someone said in Weibo that the double eleven that the public often talks about is not the Singles Day, but rather the e-commerce carnival! On the same day, CCTV Newsletter reported that in addition to home appliances, 3C digital, clothing, and food, the main highlight of this year is that home e-commerce also joins the ranks of e-commerce carnival. For example, on the homepage of the home-based Melaleuca home network website, there are many surprises such as double 115% off, red bag, 1 yuan spike, etc. Even the official microblog of Melody has initiated the transfer of IPAD3 to Weibo. In order to "greet" the grand festival of the electric business community!
Tmall double eleven full-day sales data shows that the sales of Jack Jones flagship store, camel apparel flagship store and All-Friends home flagship store exceeded 100 million yuan. Among them, the home building materials category has also achieved gratifying results. On the day of the event, the sales of furniture category accounted for a quarter of the total turnover of home building materials. The daily turnover of all-friends furniture exceeded 100 million, breaking the sales history of Tmall household products, while at the same time, Gu Jia, Qu Mei, and Cool Man Residents have achieved impressive results.
Although home e-commerce started late compared to 3C digital and clothing, it is no less than the "old revolution" in the e-commerce industry as a rising star. It is equally flexible in the trend, the benefits, and the promotion of time. Therefore, for the entire furniture industry, the emergence of furniture e-commerce should be regarded as the progress of the entire industry! In the past few years, the double eleven, everyone sitting in front of the computer and waiting for only some fast-moving consumer goods, and this year, large pieces of furniture products can also let you buy home at a great price, double eleven can also round The dream of making your home easy.
Halfway to kill the elderly home market potential to be tapped
Although some furniture e-commerce companies have achieved some results on the double eleven, the situation still needs to be changed for the traditional industry. However, just as the traditional industry is frowning, the industry has unearthed a market space that is often overlooked – elderly homes.
Dang Junwu, deputy director of the China Center for Aging Science, said in Weibo that the next ten years, from now to 2022, is an important strategic period for us to deal with aging. Because from 2023 onwards, the “post-60s†began to enter the old age, which will trigger the largest wave of aging in China.
Chen Yizhong, a researcher at the Center for Research on Ageing of the Chinese Academy of Social Sciences, once said that at present, it is expected that by 2025 and 2050, the potential market purchasing power of the elderly in China will hopefully reach 1.40 billion yuan and 500 billion yuan. These funds are mainly derived from pensions, reemployment income, and funding from relatives and friends.
Therefore, with the acceleration of the aging process, many people also realize that the middle-aged home in the market is relatively scarce. For example, like old-age bathroom, mattress, bathtub, etc., it is basically difficult to find related products in the market. In the face of the current considerable economic data, to some extent, aging has brought more opportunities to the home market.
Home furnishings industry trade standards or will become consumers' plastic wrap
With the "furnishing of furniture for the old", the recognition of home e-commerce and the excavation of the elderly home market, the national policy has also been continuously improved, laying a solid foundation for the healthy development of the furniture industry.
According to news reports, in order to standardize the trade standards of domestic home improvement industry and create a good shopping environment, in November 2012, the first domestic home improvement industry standard will be expected to be introduced. According to Wang Min, vice president of the China Business Federation, the home furnishing industry standard is mainly aimed at the unqualified quality of furniture, poor service standards, poor environmental performance, poor standard of charging, and shoddy furniture products. When the issue is formulated, this is another guarantee for consumers after the country’s policy of “renovation of furniture for the oldâ€.
At the same time, for the home improvement market, the introduction of a system will definitely bring some problems in the industry to the surface. Consumers will understand the dynamics of the industry at a glance, and those companies that are immersed in fish will pay a certain price, and may even pay a price. Will cause the domestic home improvement company to reshuffle. And the formal, consumer-protected enterprises will be recognized and loved by consumers, and thus gain market share.
From this point of view, the current domestic furniture industry should further improve the market product category under the conditions of continuous improvement of national policies. At the same time, household e-commerce will become a new bright spot in the industry, but the specific battle situation can only be seen at the end of the year.
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