The home industry will pick up in the second half of 2012
The secondary decoration market will be the key target of some home improvement companies this year. When it comes to the trend of the home market, we have to pay attention to the changes in the upstream real estate industry. In 2011, the national real estate market grew hard in a restrictive environment. In 2011, the transaction volume of Beijing's property market was significantly lower than that of 2010, but the industry believes that in addition to the volume of transactions, the amount of room delivery has a great impact on the home market. Most of the large number of 期房 transactions in 2010 will enter the delivery period in 2012, which will also bring potential consumer groups to the home market. In addition, although the transaction volume of some first-tier cities has declined, the property market situation of second- and third-tier cities is not as severe as that of first-tier cities, and many home furnishing enterprises have begun to be deployed in second- and third-tier cities. Second- and third-tier cities may bring more robustness to the home furnishing industry. Spending power. Yin Yuxin, deputy general manager of Oriental Home Furnishing Plaza, holds a positive view. He believes that the country's regulation policies on real estate and credit will be relatively relaxed in the first quarter. The policy in the second half of the year will be fine-tuned and will have a positive impact on the home market. An industry insider told reporters that in the fierce market changes, there is still a profitable space for deep exploration. Product refinement and channel integration are expected to become the magic weapon for major enterprises to win. The secondary decoration and affordable housing market will become strategic highlands. . This year, the integration of channels is still included in the strategic planning by many brands. Zhu Guangyu, director of Peugeot's furniture marketing, believes that when the market is cold, companies need to slim down in order to move forward lightly. This year, while properly compressing the offline channels, they will also look for opportunities in the e-commerce field. Luo Guisheng, general manager of the gold-plated cabinet company in Beijing, said that in addition to optimizing some of the existing sales outlets, he will also consider the layout of “Beijing Suburb 8 District†and Yanjiao area represented by Fangshan and Yizhuang. In addition, although the circulation of the real estate market is blocked, the secondary decoration that emerged due to improved demand and renovation cycle will become the main battlefield for the public in 2012. The affordable housing that has been completed this year is also a huge potential for the Nuggets. Confidence 2012 The purchase restriction policy is expected to loosen Yang Hongxu, director of the comprehensive research department of Shanghai Yiju Real Estate Research Institute, said that as the keynote set by the Central Economic Work Conference, the overall policy is still tight this year, but as the economy and housing prices continue to decline, it is expected that the second half of this year will be around the middle of the year. A certain degree of adjustment will be made, the first home loan concessions will bear the brunt, and some cities will have some loose purchases. After the pilot of individual city property tax, the purchase restriction may be withdrawn. According to the changes in residential sales prices of 70 large and medium-sized cities in November 2011 released by the National Bureau of Statistics, compared with October 2011, the number of cities with a decrease in the chain price increased by 15. In the past, property prices in Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou were all showing signs of weakness. The new residential price index was 99.7% in November. Zhang Dawei, director of Beijing Zhongyuan Real Estate Market Research Department, believes that the continued sharp decline in housing prices this year has become a high probability event. Beijing expects house prices to have a 10%-20% downside in 6 to 12 months. The loosening of policies and the decline in prices are expected to stimulate the release. The increase in affordable housing is higher than last year At the National Conference on Housing and Urban-Rural Construction held at the end of 2011, Minister of Housing and Urban-Rural Development Jiang Weixin said that in 2012, the newly started construction of affordable housing and shantytowns in the country will be more than 7 million sets of houses, and more than 5 million sets will be built. The completion volume is higher than 2011. year. Difficulties 2012 With the rapid expansion in recent years, the home industry has experienced a bottleneck in the development of cost and performance, and in 2012, how to survive and develop in the meager profit business has become the biggest test for home merchants. Secondly, the competition between the major mainstream home stores, the strong discounts of the stores, also forced the major players to come up with large incentives to benefit consumers. In a fiercely competitive environment, manufacturers have to reduce profits and increase investment in promotions. In addition, the normalization of promotions also severely diverts passenger flow and sales. While providing consumers with low-priced products, it has greatly reduced consumers' expectations for holiday promotion. Such a long-term vicious circle will lead to a blurring of the boundaries of home sales. In 2012, how to “go out†will be a common issue for everyone. In addition to the industry, we need to boldly imagine whether the home industry can engage in cross-industry alliances with housing agencies, wedding companies, and the automotive industry to achieve complementary resources and win-win results. â— Zhao Jianguo, President of Jimei Home It is estimated that in 2012, Jimei's hypermarket business will grow by 10% to 20%. The second point of growth is the further development of international trade in furniture, wine, furniture and building materials. It is expected that these three aspects will bring more than 40% growth to Jimei. In addition, Jimei commercial real estate business is in the process of preparation, integrating the original hypermarket business into a comprehensive commercial body integrating home, business and entertainment, which will bring a broader development horizon for Jimei. Intensive market segment â—Chen Tao, Vice President of Unicom International Home In response to the market challenges in 2012, Unification Home will explore new marketing channels in 23 regions across the country, or find new profit growth points; at the same time, it will explore market demand and open new stores in new regions. If a company is pessimistic about the entire market, or loses a positive attitude, the company basically draws a full stop. Natural Bamboo Pizza Peel,Silicone Oil Brush,Fireproof Charcoal Bbq Grill Mat,Bbq Floor Mat,Food Heater pan vchomy , https://www.ivchomy.com
Industry insiders expect the market to recover in the second half of this year. 
Promotional normalization will blur the boundaries of home sales season.
At the beginning of the new year, the home furnishing industry is planning a new year in the new home. Although 2012 is not the legendary end of the world, although the global economy is still not out of the storm, China's stock market, real estate market and inflation index are still full of uncertainties, but industry experts and brand companies still smell a little warm. In their eyes, the 2012 home market still has a lot to offer.
After going through the "most severe" winter in history, where will the home market in 2012 go? A number of industry experts and heads of brand enterprises said in an interview that the market situation will remain grim this year, but it does not rule out the possibility of market recovery in the second half of the year.
Liu Chen, secretary general of the Beijing Market Association Home Branch, said that in the short term of 2012, the market situation in the first half of the year will still be more difficult. And if the housing prices in the second half of the year can be rationally returned, they will bring good benefits to the home furnishing industry. "Everyone has the desire to enjoy a better life. The energy of consumption that is suppressed and saved will surely find out that the export is erupting and spreading."
Aiming at the second renovation and security room
In the bull market, everyone can get a share with the plagiarism, and under the bear market, creative products and services are needed to achieve a targeted attack on the target market. Dai Jiangping, the chairman of the current decoration, believes that the partial renovation of the home-made enterprises as a chicken rib in the past will bring new profit growth points to the company in 2012. Yan Peijin, chairman of Ou Dian Flooring, also said that in the past, he was accustomed to launching high-middle and low-end products based on the purchasing power of consumers. This year, he needs to adapt his business ideas, for example, to divert the target consumer group with differentiated products, which will be limited. Market share is in your own hands.
Nie Meisheng, president of the Real Estate Chamber of Commerce of the All-China Federation of Industry and Commerce, also said that in 2009, the national real estate residential sales area was 900 million square meters, and in 2010 it was 1 billion square meters. A large number of 期房 will be handed over in 2012, which will directly drive the increase in household demand. .
The home industry is afraid of "micro-little saw war"
First, the rising costs of raw materials, labor, logistics, store rentals, and factory operations will continue in 2012. Before the demand market recovered, the sales of the merchants did not increase with the cost. Enterprises with weak financial strength can only survive in adversity or break their arms, or completely withdraw from the home stage.
Industry statement
Cross-industry alliance
â— Luo Guisheng, General Manager of Gold Cabinet Beijing Company
Prepare commercial real estate