Home building materials industry prosperity index continued to decline industry reshuffle

The traditional sales season of “Golden September and Silver 10” did not bring too many surprises to the home. After the double festival, the cold atmosphere of the home market has not eased.

Recently, the reporter visited the market survey and found that although many stores and businesses have continued the promotion activities during the two festivals, both the traffic volume and the sales volume have been significantly reduced.

According to industry insiders, as the winter decoration industry enters a relatively low season, the objective environment of the market and the seasonal seasonal factors of the industry, the home industry may usher in a “cold winter”.

Industry sentiment index fell

What is the current market sentiment? A BHI index jointly issued by the Circulation Department of the Ministry of Commerce and the China Building Materials Circulation Association provided us with a concrete reference: the September BHI data was 116.58, an increase of 4.12% from the previous month and a decrease of 4.75% from the same period last year. In the first nine months of the nation's above-scale building materials and home stores, the cumulative sales were 879.2 billion yuan, down 6.57% year-on-year.

Qin Zhanxue, vice president of China Building Materials Circulation Association, said: “The increase in BHI is the result of the increase in the 'Double Festival' monthly sales of the building materials and home market, and it is also the embodiment of the “just-needed” family’s expectation of real estate price increases. Under this expectation, I will buy a house and upgrade it in a good season to boost BHI."

However, Qin Zhanxue's analysis showed that the BHI decline of 4.75% in September also reflected that the country's regulation of real estate has not been relaxed, and the building materials and home furnishing market will be more severe than last year. In September, the BHI popularity index fell by 12.06% year-on-year, and the sales ability index fell by 4.75% year-on-year. This has shown that the current building materials home market is not popular, and some enterprises have a difficult business scene.

Home market shuffling acceleration

The market is accelerating the reshuffle. The “strong” landlord home store has also taken the initiative to let go of this year, and through a series of preferential measures such as reduction and rent exemption, to help dealers to survive the “cold winter”. Even so, the market's shrinking, rising costs, increased competition and other unfavorable factors still bring instability to the home furnishing industry. Since this year, the store has withdrawn from the tide, closed stores, bosses running, dealers' capital chain breaks and other negative news. There are times when it comes out.

In Beijing alone, since March of this year, Bafanglong Lighting City, one of the eight major lighting cities in Beijing, has been transformed into a flower and bird market, including Beijing Xinglong Home Building Materials City, Jinkaide Furniture Store, Oriental Home Lishuiqiao Store, and B&Q Bridge. Twelve stores including the North Store are either closed or relocated.

"From this year's perspective, the entire building materials market is relatively sluggish." Te Pu Li, chairman of the company, told Sina Home, "The home industry is closely related to the real estate industry. The impact of the continuous regulation and control over the past two years is gradually emerging. This year The overall wallpaper industry is a downward trend, but it is not too bad. If the real estate has not recovered in 2013 and 2014, the situation will be more severe."

There is a saying that "the foreign monk is good at chanting". For the home industry, this sentence obviously does not apply to the current market situation.

Not long ago, the world's second largest retail giant, the world's largest home building materials retailer Depot in the Chinese market, ultimately failed to survive the winter. It was announced overnight that all stores in China were closed. The same is the foreign home building materials giant B&Q has been quite tormented in China in recent years. Its financial report shows that it has been losing money for six consecutive years in mainland China.

Practice is the right time

Looking for opportunities in a crisis! The downturn in the market also gave the industry a chance to reshuffle. For enterprises, now is both a challenge and an opportunity for transformation and upgrading.

“When the market grows a little slower, it is just the right time for us to cultivate our internal strengths.” Lu Huanyu, president of Marburg Wallpapers China, said, “Internal strength is the level of improvement in our management. We have time to separate ourselves. Re-examine the current market and the future, what important strategic actions or programs we should make, so this time is very good for me."

Home furnishing stores that have always been keen on “striking for the city” have also slowed down this year, seeking ways to break through in terms of service upgrading, innovative marketing, and strategic adjustment. Since the beginning of the year, Beijing Home Furnishings has been launching various preferential measures such as clear price, trade-in, and blasting marketing, trying to do its utmost to serve consumers.

At the same time, Jimei Home, which has been insisting on multi-format development, has also successively carried out “structural adjustment” to many stores in Beijing, Tianjin and Xiamen to enhance the comprehensive competitiveness of the company. "We are making strategic adjustments. The Group's focus shifts from large-to-goods to fast-moving consumer goods, enriching our business. The current sideline business may become the main business in three years." Zhao Jianguo, president of Jimei Home, said.

"Analysis of the situation, the development potential of the furniture industry is great, but the difficulty is still very big. In the case of overcapacity, when it is difficult, it is a test of the company's philosophy, management, and endurance. Who is prepared, who has a unique approach, Who will win in the process of the game," said Zhu Changling, chairman of the China Furniture Association.

Plush wallets are the most popular wallets of the moment. Various styles, there are plush hand wallet, plush bear wallet, plush coin wallet, soft plush wallet and so on. Its main material is plush fabric. Plush fabrics are divided into: short velveteen, pine needle velvet, rose velvet and so on. Short velveteen surface densely covered with towering nap, it feels soft and good elasticity, soft luster, the surface is not easy to wrinkle. Fluffy thick, and the surface of the wool can form an air layer, so the heat preservation is good, excellent short velveteen appearance should be full and upright, flat and even density, velvety smooth smooth smooth, soft color, direction, soft and smooth, elastic and other requirements; Pine-needle velvet: pine-needle velvet is made from the embroidered thread twisted by FDY polyester filament, combined with the technology of making thread and artificial fur. The fabric made from polyester filament is the mainstream product. The new fabric developed combines the technology of making thread and artificial fur. Can show elegant riches and honour already, can reflect gentle beauty again. Because of changing the fabric, it caters to the consumers' psychology of "seeking novelty, beauty and fashion". Rose velveteen: feel comfortable, beautiful noble, facilitate catharsis, still have very good warmth retention. The company was founded many years, has focused on the plush toys, Plush Purse, fluffy pillow and a series of product development and production, we do the plush purse, close skin cotton material, soft handfeel, weaving high number, not to drop hair, not the ball, no fading, PP cotton filling the fluffy, comfortable and elastic, easy to carry, no matter children or adult girl, especially like going out with a plush purse, can put money, security, safety, practical, durable, comfortable. We have professional designers, according to your requirements for design, you only need to provide pictures (physical or plan) can be customized. All products can be added to the cloth label, can be embroidered on the trademark, so that each product has the company's information, has its own brand, gifts more valuable, enhance the visibility of the enterprise. Our products are exported to many countries, such as Japan, Europe and America. All the raw materials are environmentally friendly, and with people's constant pursuit of high-quality lifestyle, plush wallets are widely applicable in modern times.