The property market triggered a collocation effect, the home industry accelerated "blowout"

The collateral effect of the real estate market is undoubtedly a huge challenge for its downstream home furnishing industry. The home furnishing industry has experienced more than ten years of development and integration, and has begun to enter the stage of fierce competition. At the “Beijing Top Ten Commercial Brands” awarding ceremony held recently, 12 home brands won the commercial brand awards. Among them, the home of the company has won the title of “Beijing Top Ten Commercial Brands” for three consecutive years with a steady development trend, and for three consecutive years. Reelected the "Beijing Top Ten Commercial Brand Gold Award", the highest honor in the Beijing business community. The most important indicators considered in this selection are the ability of enterprises to innovate and the positive contribution to the establishment of an international business center in Beijing.

Home nine brand "innovation" is listed in the commercial brand list

The development of business is inseparable from the innovation of enterprises, and innovation is an important driving force for enterprise development. In the “2010 Top Ten Commercial Brands in Beijing”, whether the participating companies have innovative measures or integrate innovative thinking into the corporate development strategy is a key criterion, and has set up six marketing, management, culture, format, service and environmental protection. Innovation awards in terms of aspects. Among the 22 companies that have won the award for innovative commercial brands, home brands account for nine.

Beijing Building Materials Economic and Trade Building takes "product originality" and "positioning high-end" as its operating characteristics, providing VIP customers with targeted special lectures and value-added services for unified cashiers, and won the "Marketing Innovation Award"; Jiahe Jiamei has further improved The pioneering “big shop” model allows consumers to “save one” for the nine major categories of products that are most needed in home decoration in the shortest possible time, and win the “Service Innovation Award”.

Cheng Waicheng and Boloni both won the “Business Culture Innovation Award”. In 2010, Chengwai launched the “Jixiang Chengcheng” cartoon image as the image spokesperson, subverting the traditional mode of adopting celebrity endorsements; Boloni spokesperson with the CEO Cai Ming as the image, participating in the production of movies and television, and passing the home culture through film and television. Culture is transformed into a fashion culture.

Jimei Home and Shilihe Lighting City stand out in environmental protection. Jimei Home has set up a 2 million yuan environmental protection fund to provide free testing of products to consumers in its stores. Shilihe Lighting City has set up the first energy-saving lamp recycling station in Beijing, which will make waste energy-saving lamps enter the circulation chain for the benefit of people.

The achievements of the Oriental Homeland and Wanjia Lights in management innovation are eye-catching. In 2010, Oriental Homeland divided the company's business into five business divisions: supermarkets, decoration, home shopping malls, international trade and e-commerce, and unified five formats. At the same time, the ERP system, which was built with tens of millions of yuan, was officially launched and managed. Transparency; Wanjia Lighting has effectively realized the expansion of the brand through the implementation of the “seven-step method” of enterprise management—a chain of stores costing 100 million yuan and covering an area of ​​130,000 square meters was unveiled in Shahe, Beijing. In addition, the company's headquarters of the company has expanded from a single industry to a wooden door and other industries through the innovative ceramic art museum, the wooden door headquarters, and the first ceramic tile of China.

Foreign company's multinational home brand helps Beijing business

At present, Beijing is making efforts to build a world city and build an international business center. Many foreign and multinational commercial brands have landed in the Beijing market, affecting the development of Beijing's business. The home industry's Red Star Macalline and IKEA are among the best. On the one hand, Red Star Macalline accelerated its expansion, and opened the fourth chain store in Beijing in the North Fifth Ring Road, forming a brand layout in the east, west and north sides; on the other hand, creatively carried out “passport marketing” in Beijing. In the past year alone, sales in Beijing during the National Day reached 1 billion yuan. The title of “Influencing Beijing's foreign commercial brands” is the result of its efforts.

IKEA from Sweden launched the ninth in China and the second in Beijing in 2010. The first phase of the business has reached 50,000 square meters. After the opening, it will bring impact to the Beijing home furnishing industry and the entire Beijing business sector. The title of “Influencing Beijing's multinational commercial brand” is well deserved. In 2010, the total retail sales of social consumer goods in Beijing exceeded 600 billion yuan. The home furnishing industry showed strong growth momentum in many formats such as department store, supermarket and catering. Its influence made it more important in the commercial circulation field of Beijing. The status, and the rise of individual home brands, has made Beijing's business more powerful and colorful.

There will be a "blowout" phenomenon in the next three to five years.

In fact, the overall appearance of the home in the country is not long, in fact, the prevalence is the last two or three years. It solves the problem of harmonizing and unifying the overall style of home decoration for consumers, and reduces the trouble for consumers to choose different products for style matching. Therefore, with the development of the industry and the diversified needs of the market, as well as the continuous deepening of global cultural exchanges, people's pursuit of life philosophy and quality has undergone significant changes. The overall home has opened up a new vision and ideas for people's home life.

Although the local overall home is still in its infancy, and there is no successful model to learn from or refer to, however, the “one-stop” convenient mode provided by the overall home is difficult for consumers to stop following and demanding. According to a survey, a guaranteed one-stop home store has become the first choice for local consumers to purchase products. The “stay-in-place” home improvement package launched by the home improvement industry has also been well received by consumers. “Fast, efficient and cost-effective consumption has become a growing demand for home consumers.”

From the perspective of market demand and market capacity, the overall home furnishing industry is a sunrise industry with huge market potential and rapid growth. Whoever seizes the opportunity will be able to seize more markets. According to a market survey, the overall household ownership rate in urban households in China is only 6.8%, which is far lower than the average of 72% in developed countries. At the first China Decoration Industry Development High-Level Forum and International Fashion Trends Conference held in Beijing last year, relevant experts predicted that in the next five years, China will have a market capacity of 29 million sets of overall homes, with an average of 5.8 million sets per year. The overall home market will have a “blowout” phenomenon in the next three to five years.

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