Summarizing the 2013 home industry, you can simply sum up the two words: "recovery." According to data released by the China Building Materials Circulation Association, household consumption has gradually strengthened since the second half of last year. From July to November 2013, the cumulative sales of building materials and home appliances above designated size reached 621.1 billion yuan, a year-on-year increase of 4.88%, which reversed the decline of 6.19% from January to June. Just after the New Year’s Day promotion, the total sales of Red Star Macalline’s national merchants exceeded 2.2 billion yuan, a year-on-year increase of 61%, opening the door for the home industry to “redâ€. Looking forward to the whole year, the home industry is expected to heat up further in the context of the country's promotion of urbanization.
As the first brand in China's home circulation industry, Red Star Macalline has 124 home shopping malls in more than 90 cities across the country. The annual sales of merchants exceeds 50 billion yuan, which is the best window to observe the market dynamics and consumption trends of the home industry. The eye-catching performance of Red Star Macalline New Year's Day promotion has strengthened many industry insiders' expectations for the prospects of this year's home furnishing industry. According to the relevant person in charge of Red Star Macalline, this round of New Year's Day promotion, the release of consumer demand in the third- and fourth-tier cities has become a significant bright spot. From the specific data, the sales of merchants in third-tier cities increased by about 50% year-on-year, and the growth rate of fourth-tier cities was as high as 125%, which is the biggest “engine†for driving performance growth. The home industry is facing structural adjustment, and the third- and fourth-tier cities will become the "main battlefield."
From December 12 to 13, last year, the Central Urbanization Work Conference was held in Beijing. The meeting proposed to "people-oriented", promote urbanization with people as the core, and promote the "civilization of agricultural transfer population" as one of the six tasks of urbanization. In this regard, experts said that although "urbanization" has been going on for many years, "citizenization" is a new connotation, and urbanization has been regarded as "the latest driving force of the Chinese economy" and has become the ruling focus of the new government. The focus of urbanization in the future will be in the third- and fourth-tier cities. With the liberalization of settlement restrictions, the enthusiasm for the purchase of rural migrants is expected to be stimulated, injecting new “sources of living water†into the household industry.
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