In the first half of this year, a cold wind in the upstream real estate industry has made the home improvement industry cold. The "downward trend in property market transactions" that began in January this year has gradually emerged. Among them, home improvement companies and building materials companies, as the "first force" in home consumption, have a particularly obvious impact. The reporter visited the market and learned that many "heads" of home improvement companies have said that the market pressure this year is far greater than in previous years.
"The number of newly-opened and handed-off houses this year is declining, and the demand for decoration of many improved houses such as villas and large apartments is even more obvious." A front-line salesperson in the home improvement industry told reporters. Even if the market is facing a downward trend, the first-line home improvement brands with more solutions than difficulties still sit firmly in the market's "first camp."
? ? Some branded home furnishing companies rose against the trend
According to Shen Kaibao, president of the Changsha Building Decoration Industry Association, in the first half of this year, not only consumer spending tended to be rational, but first-line home improvement companies are also returning to rational management and practicing their internal skills. "A lot of decoration companies have launched a series of new service highlights such as 'budget price is the settlement price', 'standardization of home improvement and environmental protection', and 'standardized package'." Shen Kaibao introduced that many decoration companies have not stopped the pace of expansion. According to the reporter's incomplete statistics, in the first half of this year, nearly 10 home improvement companies still opened new stores to explore new markets.
Under the influence of the weak market, some home furnishing stores are facing the market pressure of vacant operating sites and large-scale secondary investment. The National Building Materials Home Furnishing Index BHI, jointly released by the Ministry of Commerce ’s Circulation Industry Development Division and the China Building Materials Circulation Association, also shows weakness in the home market. Qin Zhanxue, executive vice president of China Building Materials Circulation Association, told the media before: "The popularity index (in the BHI index) has been rising all the way, but the purchasing power index has fallen, which means that people from the store are" see more and buy less ". Buyers wait and see The main tone, the situation of continuous wait-and-see is still expanding. "
Shen Kaibao believes that although under the market pressure, some once-famous home furnishing enterprises have been eliminated by the market and faced with closing stores and changing businesses, but some home furnishing enterprises are still bucking the trend and growing. Relevant data show that the first-line home improvement companies such as Hongyang Home Improvement, Midi Decoration, Dianshi Home Decoration, Jinhuang Decoration and Mingjiang Decoration have stabilized their original market share in the first half of this year, and even achieved some growth. And home furnishing stores such as Red Star Macalline and China Redwood Pavilion have opened up a new path of "off the market to win" and break through the trend.
? ? New regulations are coming soon to strengthen market management
Due to the market situation in the first half of this year, many people in the industry are still cautiously optimistic about the market trend in the second half of this year. "If the transaction volume of real estate does not go up, it is difficult for the home furnishing industry to experience new growth." The industry believes that the main problems in the first half of this year come from the reduction in housing and natural passenger flow, which will bring small and medium-sized home improvement companies and some home furnishing stores. Come shock.
At the same time, some foreign home improvement companies and home furnishing stores entered the Changsha market in the first half of this year. It is understood that in January of this year, the Changsha Municipal Housing and Urban-Rural Construction Commission has issued the "Changsha City Changchang Residential Decoration Construction Enterprise Management and Service Implementation Rules" to strengthen the management and service of foreign Changjiang decoration enterprises. Kaikai said the rules will be fully rolled out in the second half of the year to better protect the legitimate rights and interests of consumers and businesses.
In addition, in the second half of this year, the Municipal Housing and Urban-rural Construction Commission and the Municipal Decoration Association will further promote the formulation and implementation of some new market regulation regulations, thereby strengthening the management of the market and regulating market behavior.
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