Number said the first half of the household consumption trend

?? In the context of the overall recovery of the home industry, the red flag of the United States Kaikai 27 anniversary celebrations settled. In the first half of the year, Red Star Macalline, “2 Days”, 5th Anniversary and 27th Anniversary Celebrations, the total sales volume of merchants exceeded 6 billion, an increase of more than 10% over the same period of last year. “2 days” greatly increased or even exceeded 100%. %.

?? Red Star Macalline merchant sales data reflects several characteristics of China's household consumption in the first half of the year: the building industry is not weak in the off-season, the furniture plate type cold wood is hot and cold, and the prospect of custom furniture is optimistic. The industry believes that as the largest domestic household circulation enterprise, Red Star Macalline has a strong representativeness and foresight for the research and development of the home market trend.

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?? Review in the first half

?? Second and third tier cities to force, boost the industry to pick up

According to Red Star Macalline data, sales of building materials in the first half of 2013 increased by 25% year-on-year, while sales of furniture products increased by 13.7%. Based on the ups and downs of the furniture industry lags behind the real estate industry situation for about 10 months, the housing market in the second half of 2012 has picked up, and the release of real estate has made the trend of the furniture and building materials industry warmer.

As early as March, Red Star Macalline Chairman Che Jianxin predicted at the press conference that the home furnishing industry will see a growth of more than 10% in 2013. This coincides with the warming trend indicated by the National Department of Circulation Industry Development and the China Building Materials Circulation Association.

Specifically, compared with the first-tier cities, the furniture and building materials products in the second and third-tier cities have increased even more. Taking the first quarter as an example, the sales performance of building materials in secondary cities such as Changsha, Shijiazhuang and Changzhou was eye-catching, and household products maintained a steady rise. In March, “2 days” was promoted, and second- and third-tier cities showed a “surge” trend. Datong, Shenyang, Dalian, Taizhou and other cities achieved significant growth compared with the same period of last year, especially the sales of Datong mall merchants increased year-on-year. 35 times.

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?? Furniture: plate type cold wood heat, 70% of consumers pay attention to quality and environmental protection

The data also showed that in the first half of the year, the sales of solid wood furniture in the furniture category of Red Star Macalline National Mall increased rapidly, and the plate furniture declined significantly. The top three of the solid wood furniture are Fuye, Baisen and Qingdao.

"The solid wood furniture has been welcomed and popular, and has become a significant market phenomenon. Although the industry association has not carried out systematic statistics, we can really feel that in recent years, solid wood furniture manufacturers, sellers and consumers have It is increasing," said Zhu Changling, chairman of the China Furniture Association.

Zhu Changling introduced that solid wood furniture is popular among consumers, and has multiple relationships with the economic reasons and consumption concepts behind it. He said: "First of all, people's living standards are improved, economic conditions are plentiful, solid wood furniture materials are more precious, can reflect personal economic level and social status; secondly, the main material of solid wood furniture is natural wood, using less glue, paint and other accessories, Generally speaking, formaldehyde is released in a small amount and is more environmentally friendly."

According to a survey conducted by Red Star Macalline and Home Furnishing Trends Research Institute, 70% of consumers pay attention to the quality and environmental protection of furniture. Their environmental protection is mainly reflected in the “taste”. The product has no irritating taste. Important indicators.

The person in charge of Red Star Macalline said that the hot sale of solid wood furniture, in addition to environmental protection and quality factors, is closely related to the “wood culture” that has been circulating in China for more than 2,000 years. Wooden household products are indispensable in the life of Chinese consumers. There are special cultural feelings included.

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?? Building materials: the off-season is not weak, the seasonalization tends to be blurred

Compared with March, September, September and October, etc., June is not the traditional building materials consumption season. However, statistics show that the National Mall of Red Star Macalline has achieved sales of more than 1.5 billion merchants, of which the share of building materials category is close to 50%. The off-season sales show that the traditional law of the building materials industry is changing quietly.

In previous years, after the “Red May” passion promotion, from June to August, the building materials market generally entered the traditional off-season adjustment period. Red Star Macalline believes that the off-season is not on the one hand reflects the overall upward trend of the home market recovery, on the other hand more and more savvy consumers, the business of the off-season as their own "peak season." Many consumers think that during the peak season, the decoration company and the workers' masters are very popular. The tension of the staff will inevitably affect the quality and progress. The off-season decoration can enjoy more benefits and convenience.

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Looking forward to the second half of the year

?? The industry is expected to further rebound, the prospect of custom furniture is huge

Red Star Macalline predicts that if there is no transitional change in the macro environment, the trend of household consumption in the second half of the year will be affected by the continued warming of the real estate market after October last year, and there will be a significant increase.

With the growth of the new generation of consumer groups after the 1980s, personalized consumer demand has become the mainstream, and custom furniture is in line with the inevitable requirements of modern young people to admire their individuality and show their own charm. Therefore, the demand for custom furniture is expanding, and haute couture furniture has accounted for about 10% of the entire furniture market, and the development prospects are huge.