According to the latest data from the National Bureau of Statistics, the property market has rebounded significantly in the first half of the year. However, the home building materials industry closely related to it is still in the doldrums. The sluggish market has made the home building materials industry more competitive. The concept of “Internet +â€, such as home e-commerce and smart furniture, is constantly seeking transformation and turning for the industry. However, some analysts pointed out that in the case of cold competition in the market, e-commerce intelligence has become a "chicken rib".
The real estate market has warmed up, but its impact on the home building materials industry has lagged behind. Behind the national building materials home boom index that has fallen for several months, it is the continuous spread of the home building materials market. Many local distributors reported that the operating results in the first half of the year fell a lot.
The sluggish market has made the home building materials industry more competitive. The concept of “Internet +â€, such as home e-commerce and smart furniture, is constantly seeking transformation and turning for the industry. However, some analysts pointed out that the "Internet +" home model still has some flaws, and it is easy for consumers to fall into the dilemma of choice.
According to the latest statistics from the National Bureau of Statistics, since April, house prices in first-tier cities have risen for the third consecutive month, and most of the second- and third-tier cities have stopped falling, and sales have also increased.
The property market has clearly recovered, but the home building materials industry closely related to it is still in the doldrums. Guangzhou Daily reporter recently visited the local market and found that although many businesses are still promoting, but the home building materials shopping malls are more and more popular.
A number of home building materials companies reported that the operating results in the first half of the year fell a lot. A local distributor of a well-known ceramic tile brand told reporters that the market in the first half of this year was very weak. “In the past six or seven months, there were three or five guests every day. Now there are often few guests all day.â€
The industry downturn is also reflected in the National Building Materials Home Furnishings Index (BHI). In June, the BHI index fell by 1.03 points month-on-month, down 6.41 points year-on-year. It is reported that the sales of furniture stores in China's above-scale building materials decreased by 1.65% in June, down 10.41% year-on-year. Cumulative sales in the first half of 2015 decreased by 5.90% year-on-year.
industry:
Rainy weather decoration needs less
In response to the situation of the home building materials industry and the differentiation of the property market, experts in the industry said that the warming of the property market will not have an immediate impact on the downstream industry. "From the signing of the contract to the delivery of the house to the renovation, it will be one or two years, and the slow is three or five years. Now the home industry is still digesting the impact of the downturn in the property market around 2014."
In addition, some insiders said in an interview with the Guangzhou Daily that since June this year, the country has been unusually rainy. "This rainy season is earlier than in previous years, and the precipitation is also larger. The wet rainy season is not suitable for home improvement. The number of consumers who choose to make home improvement during this period is less and the market is cold."
Mr. Yu, who lives in Baiyun District, said that he had already received the house in March this year. However, due to the intermittent rainy season, he has not been able to renovate it. "I plan to see the situation again in August and September."
In this regard, the above-mentioned insiders believe that after the rainy season in the second half of the year, the home building materials market is likely to pick up on the occasion of “Golden September and Silver 10â€, and the lag of the property market will be reflected.
Status: frequent promotions still can't grab customers
The reporter saw in a local home city that almost all merchants hang out discounted prices, but the customers are still rare.
In this regard, a senior person who has been in business for many years said, "The market competition has become the norm, but the demand has not increased. Even if it is frequently promoted, it will not be able to grab customers." The person also revealed that many companies have used their advantages in order to enhance their competitive advantage. Listed for strong capital support.
It is reported that in the first half of this year, many home furnishing companies such as Hao Laike, Qumei, Shanghai Quanzhu, Fudeli Wood, Dongguan Nanxing, Barrons, Douyi, Hongxing Meikailong and so on. According to industry insiders, “such a concentrated and explosive listing is the first time in the home furnishing industry, and it also reflects the fierce competition in the current market.â€
Zou Mingxiao, a researcher in the building materials industry of China Investment Consulting, said that the development speed of China's furniture industry has changed from high-speed to medium-speed growth, and many small enterprises have been eliminated. “On the other hand, almost all home furnishing companies with certain brand awareness are at the same time high and low. The end market is exerting force, the contradiction between supply and demand of furniture is intensifying, and the degree of homogenization of products is relatively high."
In addition, industry shuffling and personnel changes occur frequently. It is understood that the home building materials industry has broken out of senior management turnover. In the first half of this year, Zhan Mengyang, director and general manager of Guangzhou Haolaike Creative Home Co., Ltd., Su Yanxiu, deputy general manager of the company, Huang Hui, the first founder of Melaleuca, Wang Xiaokang, vice president of Real Estate Group, vice president of Goodnight Home Xie Zhi and others have left.
Observation: "Internet +" stays in concept
Since the beginning of this year, in the context of the "Internet +" policy, the home building materials industry has also ignited the Internet. In order to seize the opportunities in the competition, many home furnishing companies began to wading in electricity, and various smart furniture with the concept of adding Internet has become a new market landscape.
In this regard, Zou Mingxiao, a researcher in the building materials industry of China Investment Consulting, said in an interview with the Guangzhou Daily reporter that the "Internet +" home has a certain flaw. He believes that home e-commerce can not let consumers experience products and services, and e-commerce home brands are mixed, disrupting market order.
Another analyst pointed out that most smart furniture products still stay in the simple concept, "the price is too high, the concept of hype is very large, and it is not very practical." He suggested that consumers should choose practical according to actual needs. Smart product.
Keyword 1: Home E-commerce
Status: price chaos, more cottages, serious logistics problems
Consumer advice: It is best to choose a well-known brand, a high-quality formal online business transaction.
Online shopping has become a popular way to spend because of the cheap price and the delivery problem. Many domestic home furnishing companies have also started to involve water e-commerce, but according to industry sources, the current sales share of furniture products in e-commerce channels still accounts for a small proportion. “At present, the profitability of home e-commerce is still very difficult, and it is impossible to shake the traditional channels in the short term.â€
In addition, many consumers have reported that they bought the knockoffs online! Ms. Mo, who lives in Tianhebei, told this reporter that she had set a table and chair in a brand store in the beginning of the month. Because the price is too expensive, she chose to buy the same product in Taobao. The price is more than 1,000 yuan cheaper than the physical store. However, after receiving the goods, I found that things are not the same as physical stores, not only work is rough, but also cracks. Ms. Mo said, “Many times to communicate with the seller to request a return, but it has been reluctant to retreat, and pushed the responsibility to the logistics company, the customer service also said that I have to pay back the postage.â€
According to industry insiders, online sales of furniture are generally divided into brand flagship stores and other small stores. Small shops are relatively new in terms of style and type, but quality and authenticity are more difficult to guarantee. Consumers should choose some well-known, formal, and honest merchants to trade online.
Keyword 2: Smart furniture
Status: small share, speculation concept, product is easy to become ribbed
Consumer advice: Don't be misled by concepts and gimmicks, choose practical smart products based on actual needs.
Intelligentization will become a major development trend in the traditional furniture industry, but the current smart furniture market share is still small. The reporter searched for electric curtains in Tmall. A total of 423 related products appeared, but the one with the highest sales price was 959 yuan, and the monthly turnover was only 20 pieces.
The smart toilet products that consumers have been enthusiastically pursuing, the best-selling one is priced at 4,680 yuan, and the monthly sales volume is only 71 pieces. The highest-selling one in ordinary non-smart toilets is only 458 yuan, and the monthly turnover is as high as 743. The pen is much higher than the smart toilet category.
In addition, other intelligent furniture products such as household electric trash cans, electronic shoe cabinets, smart tea tables, electric sofas, etc. are also emerging, but they are not well known to most consumers.
In this regard, senior industry insiders told reporters that most of the smart furniture concepts are too simple and the market demand is too small. "Most smart products don't achieve true intelligence, they still stay in simple concepts, and the price is high, there is still a certain distance from mass consumption.
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