The home prosperity index fell in November and the overall warm winter trend remained unchanged.

After the building materials home boom index (BHI) jumped to the highest point of the year in October, BHI in November came to a "big diving". Recently, the Department of Circulation Industry Development of the Ministry of Commerce and the China Building Materials Circulation Association jointly released the BHI index for November at 114.31, down 8.91 points from the previous month. Although the home boom index is declining, the industry generally believes that this year's building materials and home furnishing industry is a "warm winter" compared with last year.

The main reason for the decline is the off-season.

After entering November, the weather became cold, especially for paint and other construction, and the home market entered the traditional market off-season. “Seasonal factors are the main reason for the sharp decline in the home prosperity index.” Mr. Gu, a person in charge of the decoration company, said that after entering November, the customers who came to the door were about one-third of the normal period, such as a normal period. There are twenty or thirty customers on the door, and there are only seven or eight in November. In terms of the number of starts, there were eighty or ninety in the original month, and now there are four or fifty.

Another reason for the decline in the BHI index is that it is affected by the real estate market. As a downstream industry in the real estate market, the building materials and home furnishing market is subject to fluctuations in the housing market. According to the National Bureau of Statistics, in November, the real estate development climate index (referred to as the “national housing boom index”) was 96.38, down 0.5 points from the previous month. "In addition to the seasonal impact, the property market has begun to gradually decline in the context of the increasing over-regulation of real estate in various places. The building materials and home furnishing market is affected by it. The decline of BHI is reasonable." Executive Vice President of China Building Materials Circulation Association Qin Occupy the doctrine.

Year-on-year release of warming signal

At the same time, the reporter noted that although BHI fell by 8.91 points in November, the index still reached 114.31, which was a medium-high level operation, especially compared with November last year, an increase of 4.17 points. In this regard, Qin Zhanxue and many home industry professionals in Nanjing have analyzed that this is a positive signal from the industry's recovery.

"From this year's home prosperity index table, the index in November is second only to the three months of October, September and August, which is higher than the index value of the decoration season in May." Secretary of Nanjing Decoration Materials Trade Association Changqu said that from the second half of this year, the building materials and home furnishing market has been improving, the market has fully recovered, and many home building materials brands have completed their annual sales tasks early.

“Even after the completion of the sales task, the home building materials market still has a lot of promotional activities in November, and the popularity of each event is still very high.” This is an important factor for professionals to think that this year is a warm winter. For example, the decoration readers' festival hosted by Jinling Evening News in November attracted thousands of people to come to purchase; Jinhua and several other decoration companies held a multi-year decoration collection event, each event can attract hundreds of families to participate, and so on.

The store’s annual sales target is still almost the same.

China Building Materials Circulation Association also announced the sales of the first 11 months of the nation's above-scale building materials and home stores. The accumulated sales from January to November was 1,140.7 billion yuan, down 0.47% year-on-year.

This data can be seen that this year's home sales of the store is still missing some of the sales tasks, the end of the year has become the opportunity for some home stores to sprint, the reporter learned that this time period, many stores are opening warehouses, will be all Some of the inventory for the year is offered in the form of a “limited edition”, and the discount is occasionally less than 50% off. "So this time can be regarded as the bottom of the end of the year, the specials are particularly large, and mostly based on small pieces of furniture, soft clothes." A store staff said, "there will be a small climax of such products at the end of this year."

In addition, the participation of the network has become a highlight of the home market promotion at the end of this year, and it has also become the driving force for the decorators to purchase and purchase in the off-season. The reporter learned that home stores and decoration companies such as Red Star and Yuexing will interact with consumers through various online media such as Weibo and WeChat. In the decoration company, the face-to-face decoration was even renamed as “No. 1 Home”, and the transformation was done in the home improvement O2O mode.

Noun explanation: BHI is the abbreviation of National Building Materials Home Furnishing Index. It is a boom index of a building materials and home terminal store jointly issued by the Circulation Industry Development Department of the Ministry of Commerce and the China Building Materials Circulation Association. It is compiled from relevant data collected from 40,000 building materials and home merchants (shops) from designated collection points in the country. BHI reflects the prosperity and market trend of building materials, home decoration materials, and the comparison with the national real estate development climate index, but also reflects the strength of real estate rigid demand.

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