Looking back on the upcoming 2011, the home industry has experienced too much "bitterness." Consumer demand is declining, operating costs are rising in an inflationary environment, external exports are frequently barrierd, and competition in the domestic market is escalating. Pressure from various sources has led to a steady and declining market trend. The opportunities and challenges of the whole industry coexist, and the depression and prosperity of various enterprises are intertwined, and the 2011 public appearances are also outlined.
The situation is stable throughout the year
Recently, Zhu Changling, chairman of the China Furniture Association, introduced the development of China's furniture industry in 2011. The output value of enterprises above designated size increased by 24.98%, and completed 464 billion, but the growth rate was 4% lower than that of 2010. As an important pillar of the home map, the context of the furniture industry also coincides with the market trend of the home industry this year.
At the beginning of this year, many cities joined the ranks of the property market, but the impact of the purchase restrictions in the short term did not appear. At the end of last year, the short-term property market rebounded and concentrated housing, directly driving the small peak of home sales this spring. Compared with the three-day signing of the home decoration fair, nearly 100 orders were made. The sales performance of the European cabinets in March was 40% higher than that of the same period of last year. The traditional peak season continued the prosperity of previous years.
If the market in March and April is still hot, then the May 1 holiday will undoubtedly become the turning point of this year, and the businesses are beginning to show uneven heat and cold. In the three days, the sales volume and sales volume of the stores represented by Real Home, Red Star Macalline, Chengwaicheng, Oriental Home, etc. still increased compared with previous years, and some stores increased by nearly 30%.
In contrast, channel rents have risen, labor costs have soared, and home improvement, furniture and building materials brands have been slightly weak. Dongyi Risheng, Kuoda, Yizhifeng and other enterprises all reported that the passenger flow only increased slightly compared with the usual weekend, and the signing was the same as in previous years. Shengxiang floor, Shanjia cabinets, federal furniture, etc., said that passenger flow and sales have declined compared with the same period last year.
In the second half of the year, more gloom clouds have enveloped the home market. In the traditional off-season in July and August, the phenomenon of the door-to-door in the brand exhibition halls of various stores and building materials cities has become the norm. Even the “Golden September and Silver 10â€, which has been highly anticipated, is no longer a grand scene. In the past years, the performance of the red-hot has become flat or the growth rate has dropped sharply. The brands with good performance in the past are also difficult to hide. Most of the merchants are still caught in the embarrassment of not promoting sales and promoting sales.
Practicing internal strength and actively responding
Despite the decline in sales and the weak market, 2011 was also the strongest year for companies to take the initiative. Faced with the severe pressure of shrinking profit margins and reducing market share, all enterprises are hard-working and improving, and each brand strives to highlight its advantages in order to survive and develop in the fierce market shocks.
Since the beginning of this year, the opening and closing of home stores has been paralleled, and innovation has persisted in coexistence. Strong stores continue to lead the market by upgrading their products and services, robbing existing markets, tapping new markets, and positioning the market. In 2011, the frequency and intensity of home store promotions were the highest in history. From the traditional March 15th, May 1st, and 11th, to the Dragon Boat Festival and Mid-Autumn Festival, which have received much attention in recent years, home stores have fully utilized various nodes. In terms of market positioning, each store may insist on high-end one-stop shopping, or take an affordable and affordable route, or win with professionalism, and begin to transform towards a home-based integration.
The sharp decline in the transaction volume of the property market has brought huge challenges to the home improvement industry. Many brand home improvement companies have increased their competitiveness by extending the industrial chain or increasing cross-border cooperation. Open experience stores, cross-border cooperation, get involved in the soft assembly industry, target the second-hand housing market, deepen the renovation of old houses, optimize traditional packages, introduce local decoration services, test water e-commerce... Home improvement companies segment the market and seek differences Development has brought vitality to the industry.
In this year, furniture and building materials companies have a stronger desire to dig deeper channels and strengthen brand building than ever before. Under the premise that channels and brands hold the lifeline of the company's future development, many furniture brands have gone out of traditional stores and opened independent flagship stores, or sold their own products or agents to import brands, which has also broadened the brand image. Profitable space. The contraction of first- and second-tier cities has also caused many companies to turn their attention to the third- and fourth-tier markets. The sinking of channels has become increasingly popular in ceramics, sanitary ware, flooring and other industries.
At the end of 2011, for every business, whether it is against the market or not, as long as it survives, it means that it has taken a big step forward. In the coming 2012, the market will remain harsh. Only by continuing to work hard is the home industry to survive the harsh winter.
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