In the upcoming 2011, affected by the real estate industry, the home industry has always been shrouded in a haze. Even so, there is still some light reflected in the year, guiding the direction of the entire industry. Following these lights, representative companies in the home industry are constantly exploring the way out for future development.
Explore 1 to develop a housing renovation market
Event playback: 10 million sets of affordable housing will be started in 2011. This news caused widespread concern in the early years of 2011, especially for the home industry. As a result, many home furnishing companies began to explore the development of affordable housing renovation markets, and launched products and services related to affordable housing. At present, home improvement, real estate, holy points and other home improvement companies have launched low-priced decoration packages for affordable housing owners; Dongpeng, Huida and other companies have also indicated that they will launch corresponding products for the affordable housing market; Give bicycles to the owner of the contract to buy a house.
Reporter's comment: The relatively favorable price of the affordable housing allows the owner to save the cost of buying the house, and will also be transformed into the purchasing power of the decoration to a certain extent, driving the market demand for the mid-range home building materials. It is no wonder that Qin Zhanxue, vice president of China Building Materials Circulation Association, said that the construction of affordable housing is a new development opportunity for the home furnishing industry. If enterprises can fully tap this part of the market, there will be great gains. At the same time, however, home furnishing companies should also cater to market demand in a more targeted manner, and produce more economical, practical and diversified products to seize the market.
Explore 2 building materials to the countryside layout of the third and fourth grade market
Event replay: In September 2011, the five ministries and commissions jointly issued a notice to expand the pilot area of ​​building materials to the countryside in 2011 to Beijing, Tianjin, Shandong, Chongqing and Ningxia. At the same time, the “National Low Carbon Building Materials Enterprise/Product Grade Assessment†and “National Building Materials Trading Credit Rating Assessment†work are also actively promoting. Encouraged by national policies, while home-based enterprises focus on developing first- and second-tier cities, they have also turned their attention to the third- and fourth-tier markets to seek new growth points.
Reporter's comment: As the development of the home industry is maturing, the primary and secondary markets have gradually become saturated, and the intensified competition has also led to the company's lack of sales growth. Faced with the gradual depression of the upstream real estate industry and the increasing operating costs, home furnishing companies have to adapt to the market and adjust their marketing strategies. As a result, the channel sinks and develops the third- and fourth-tier markets, which has become a new direction for the home industry. However, because the influence of brand in the third- and fourth-tier market has not been fully established, for the brand enterprises in the first- and second-tier markets, if they want to defeat the “miscellaneous army†in the third- and fourth-tier markets, they must seek the cost-effectiveness of the products. Breakthrough, we must show our true strength in terms of service.
Explore 3 market for energy-saving lamps
Event replay: In November 2011, the National Development and Reform Commission and other departments jointly issued the "Announcement on the gradual ban on the import and sale of ordinary lighting incandescent lamps", and decided to gradually ban the import by stage according to the power level from October 1, 2012. And the sale of ordinary lighting incandescent lamps, by October 1, 2016, the import and sale of ordinary incandescent lamps of 15 watts and above will be banned.
Reporter's Comments: According to statistics, the total output of incandescent lamps in China reached 3.85 billion in 2010. According to estimates, if so many incandescent lamps are completely replaced by energy-saving lamps, it will form a market space of up to 500 billion yuan. At the same time, however, due to the low barriers to entry in the energy-saving lamp market, energy-saving lamp manufacturers have been mixed, and the industry has been in a disorderly state for a long time. In order to fully tap the huge potential of the energy-saving lamp market, it is necessary to go through a period of integration of the survival of the fittest. In addition, the elimination of incandescent lamps is a gradual process. Incandescent lamp manufacturers will not disappear in the short term, but in the face of policy guidance and changes in market demand, they will also face the transformation of other products such as energy-saving lamps, which will promote The entire lighting industry is moving towards a healthier direction.
Explore 4 large-scale e-commerce
Event playback: In April 2011, TATA Mumen launched a dedicated e-commerce online store; in May, Dongfang Jiayuan Building Materials Supermarket created the Oriental Yiju online line; at the end of May, Taobao's home improvement business store - Aibo boom opened; 7 Month, the new version of Sina Home Mall, which is positioned as a vertical professional home online store, is online.
Reporter's comment: Broadening channels, saving expenses, and attracting young people are three important reasons for the development of e-commerce in various home furnishing enterprises. With the continuous expansion of the store and the financial pressure brought by the rising cost, these need to break through the traditional channels of home furnishing companies and explore a new way out, and e-commerce is undoubtedly the most feasible choice at this stage.
Exploring the development of “big store†mode in 5 home improvement companies
Event playback: In June 2011, the home of the Real Estate House was opened nearly 10,000 square meters. In July, the creation of the “First Station of the Decoration†experience hall was opened. In September, the experience shop of Yuanzhou Decoration was “Magic Cube Homeâ€. The pavilion opened; in November, the light-decoration “Dongzhu Shangpin†low-carbon experience hall opened; in December, the flagship pavilion of the holy decoration home experience officially opened.
Reporter's Comments: In 2011, it was the year of the “big store†in the home improvement industry. Although the various "big stores" have different forms, in essence, they all hope to reduce costs and improve efficiency by integrating resources to cope with the crisis. However, if the "big store" is everywhere, whether this model can really save the home improvement company will also draw a question mark.
Explore 6 furniture brands value independent store channels
Event playback: In August 2011, the red apple Wangjing flagship store with an area of ​​3,800 square meters debuted in Beijing. In September, the international home mall with a top 20,000 square meters of furniture was officially opened. At the same time, this year’s Qumei furniture, neighboring villages, Tianyimeijia's three brand flagship stores have also risen from the Chengjiao Plaza in the city.
Reporter's comment: Similar to the reason why the home improvement company opened a "big store", the furniture brand opened an independent store is also closely related to the market's sluggishness. Independent stores can not only ease the pressure on channel costs, but also better display brand products, expand brand influence, and shape brand image. It is no wonder that industry insiders believe that independent stores will become a major trend in the development of furniture enterprises.
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