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2015 building materials home industry top ten development trends
专栏:行业新闻
发布日期:2015-01-16
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According to the data, in 2013, the overall market size of China's building materials and home furnishing industry reached 3,724.29 billion yuan, reaching 4,070.9 billion yuan in 2014. According to th...

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According to the data, in 2013, the overall market size of China's building materials and home furnishing industry reached 3,724.29 billion yuan, reaching 4,070.9 billion yuan in 2014. According to the "China Building Materials and Home Furnishing Industry Development Report", the major areas that constitute the building materials and home furnishing industry have contributed a lot to this industry. In 2013, the output value of 3,724.29 billion yuan, construction and decoration parts and materials of 2,538.97 billion yuan, furniture, wood-based panels and substrates, accessories and smart homes were 680 billion yuan, 495.32 billion yuan, 10 billion yuan.

While the overall sales data is exciting, the performance of listed companies in the building materials and home furnishing industry is also gratifying, and the overall performance continues to grow. According to the report, 67 listed companies in Shanghai, Shenzhen and Hong Kong listed in the building materials and home furnishing industry reached a total assets of 617 billion yuan at the end of 2013, an increase of 16.56% year-on-year; net assets reached 191 billion yuan, an increase of 14.29% year-on-year, achieving both income and net profit. increase. Among them, China Building Materials, Jinluo Co., Ltd. and Jinluo have revenues of more than 10 billion yuan. In 2014, Suzhou Jinyu’s operating income was close to 20 billion yuan. Zhejiang Yaxia and Shenzhen Guangtian’s operating income also increased significantly. 100 million yuan. On February 19, 2014, Dongyi Risheng Home Decoration Group Co., Ltd. was listed on the Shenzhen SME Board, issuing 31,210,100 shares, with an issue price of 21.00 per share. The total amount of funds raised was 655 million. Sophia, Dongpeng Holdings, AIA ceilings, and natural flooring have also entered the top 10 list of the fastest-growing revenues of listed companies. The excellent asset restructuring and mergers and acquisitions of listed companies have increased the advantages of capital operation.

Regardless of scale, influence or brand tension, the brand layout of the building materials and home furnishing industry is getting bigger and bigger, the integration of new channels brings more vitality, and various individualized demands are also increasing.

Trend 1. Overcapacity in home building materials enterprises, weak market, and increased contradiction between supply and demand

With the downturn in China's housing market, the sales performance of the home building materials industry is not optimistic. At present, the situation facing the building materials and home furnishing industry is relatively severe. First of all, the country's real estate control policy has been continuously deepened and strengthened, so that the potential family of “rigid demand” of real estate is still waiting and waiting. The actual purchasing power of building materials and homes is relatively low, and demand cannot maintain sales growth. Home building materials companies are facing a trend of overcapacity, inventory and home market, and weak market.

Qin Zhanxue, executive vice president of China Building Materials Circulation Association, interprets the current BHI data from the perspective of experts: In June 2014, the national building materials and home furnishing market continued its weakness in May, and the BHI index was lower than the small peak in May. The sales of building materials and homes above designated size showed the same year-on-year and quarter-on-quarter declines after the Spring Festival in 2014. This reflects the closeness and lag of the building materials and home market affected by the real estate market. According to the statistics of the National Bureau of Statistics, from January to May, the national real estate development investment was 3,073.9 billion yuan, a nominal increase of 14.7% year-on-year, and the growth rate dropped by 1.7 percentage points from the first four months. The real estate development prosperity index fell again in May, and the national real estate market continued to be sluggish.

In the first half of the year, the cumulative sales of building materials and home appliances above designated size increased slightly, but the overall trend of BHI slowed down compared with the same period last year. In the BHI sub-index, except for the purchasing power index and the occupancy rate index, which rose by 0.42 points and 0.16 points respectively from the previous month, the popularity index, manager confidence index, sales ability index and employment rate index decreased. The analysis believes that its sub-index “purchasing power index” is in a negative growth state from January to June, and the “manager confidence index” is still at a low level in June, and the market expectation is still not good.

As of the end of June, the stocks of major cities in the country continued to climb, and the inventory of many places was close to the highest level since 2010. Therefore, the situation of oversupply will lead to “destocking”, which is still the main tone of the market in the second half of the year. Therefore, the just-needed transaction volume of the real estate market will always exist, and the demand for the reform of the stock room is slowly released. The building materials and home furnishing industry will not collapse, but the pressure on the entire industry in the second half of the year is too large, and the market is in a weak state.

Trend 2: New breakthroughs and new transformations in the channel channels of home improvement building materials industry

After 30 years of development, the traditional Chinese furniture industry has made certain progress. In recent years, with the global economic downturn, the traditional furniture industry is facing a shrinking market and rising costs. In addition, traditional furniture is a labor-intensive industry, with low barriers to entry and expansion in previous years, resulting in overcapacity. Some of the deep-seated contradictions and problems that were once temporarily concealed by the traditional furniture industry during the period of rapid growth began to be gradually exposed. The channel of home improvement building materials industry is facing new breakthroughs and new transformations.

"In the long run, the urbanization process, the promotion and application of green building materials, and the advent of the secondary decoration boom are all good for the prospects of the building materials and home furnishing industry." Some experts analyzed, "But as far as the current situation is concerned, the building materials and home furnishing industry wants to restore the economy. It cannot rely solely on the property market adjustment. The property market adjustment will be a cycle. Although the building materials and home furnishing industry is affected by the property market cooling, the industry itself should act first. It is a critical period for transformation and upgrading." How to seize this critical period is crucial.

For example, with the “big home” and “full house customization” becoming the current trend in the home furnishing industry, the company has evolved from a single brand to an integrated home to become a new trend in the industry. Some custom home companies have begun to enter the relevant product fields. For example, the wardrobe industry of Ou Pai Furniture Group, Shiyou flooring involved in wooden door products, Kohler cabinets unveiled in the market, and Filminger wading cabinet products. In the market environment where the demand for customized products is growing rapidly, the multi-party layout of the enterprises in order to obtain market share, brand value and management system have become the key factors for winning.

Trend 3: New O2O models are frequent, and the e-commerce market is becoming more rational and mature.

Offline experience, delivery, online trading O2O mode is the most promising operating mode of the home building industry. The O2O model is based on online transactions, offline logistics services, experience, delivery, and then return to online reviews, sharing and reaching a closed loop. This model has been verified by experience and has great potential. Jingdong, Suning, Gome, various O2O business models are frequent, and the future building materials and home furnishing industry O2O model will be more mature.

For home building materials companies, physical stores are a threshold for them to do business. Consumers need to build brand awareness and brand trust, complete product experience and product services through physical stores. The O2O model is currently the only e-commerce model in the home building industry. Many home building materials companies are exploring their own O2O model, with the e-commerce platform of the traditional home store represented by the home of the family, Red Star Macalline, as well as Tmall and Jingdong, as well as the e-commerce model of Suzhou Jinyu tooling enterprise. The third-party platform has sprung up everywhere, and the professional homes such as Qijia.com and Melody have created O2O platforms to break through. Among them, the recent worry-free action has caused industry attention. It is reported that the Worry-free home shopping mall built by China Xingbang Industry Group covers more than ten industries such as lighting and building ceramics. Integrate professional brands with strong R&D and manufacturing capabilities in the pan-home industry to set up flagship stores; offline to set up 3,000 offline service stations in counties and districts across the country to meet consumer online orders, offline delivery At the same time, the establishment of 10,000 experience pavilions across the country to achieve online orders and offline experience service mode for netizens, completely solve the problem of pre-sales experience for users; in addition, there is no worries with Chinese decoration technicians. The management office cooperates to provide standardized training for tens of millions of decoration technicians across the country, and provides professional and personal home shopping guide services for the majority of owners. The four-in-one combination of Worry-free Shopping Mall, local service platform, experience hall and service station can realize the one-stop shopping, installation and after-sales service of consumer online inquiry transaction, experience station terminal service, and can realize The online sales of manufacturers and the sales display of traditional channel products can make consumers truly realize the worry-free home!

Trend 4, the capital chain is broken, the pressure of returning is high, and the company faces the risk of disconnection and bankruptcy

In 2014, more than 10 home furnishing companies flocked to the IPO gate, showing a strong desire for funds, and the collapse of the capital chain is causing some companies to fall into the edge of losses or even closures. Funds are a double-edged sword hanging on the head of the enterprise. How to use it skillfully to make it develop steadily is worthy of consideration in the home industry, blindly expanding, not doing business, and taking risks. It is possible that all the tricks will be lost. For enterprises, once the capital chain is broken, there may be a huge crisis. In 2014, China's home furnishing industry experienced an event of bankruptcy due to the break of the capital chain. Among them, there are many well-known enterprises such as Super Comfort, Leading Home, and Wenhua God.

On the evening of December 12, 2014, the ultra-comfortable international home flagship store located in the northeast corner of Beijing's “Bird's Nest” was looted. The entire 5-storey furniture exhibition hall with an area of 9,000 square meters was looted. Super comfortable, which was founded for 12 years. The furniture sales platform is therefore facing a bankruptcy. It is distressing that the looting of goods is not the thieves that people imagine, but the creditors who hold the contract. They are super comfortable and unable to repay the huge usury and are credited by the creditors.

The home furnishing industry has been caught in a state of capital shortage. Some well-known companies have been unable to continue their funds because of the difficulty of funding, or the factory is closed, or the channel is anti-water, because of the financial difficulties.

Trend 5, home building materials dealers store expansion speed from slow to contraction

In the face of the sluggish real estate index, the building materials circulation index showed a downward trend. The consumption data in the first half of 2014 can be called mixed. Under the background of “weakness”, the industry has different characteristics, and the consumption trend is always in a change. In this context, home building materials dealers also slow down the expansion and reduce the number of stores.

Shen Yaojun, vice president of Jimei Home Furnishing, said: "From the first half of the year, Jimei's growth is relatively fast, but we have learned that some businesses are not growing very well. In the current market environment, shopping malls compete for marketing and services. Compared with brand building, each mall will develop a marketing rhythm according to its own business conditions. From the overall point of view, the home market can not lack marketing strategies, and the good days of natural growth have passed.” From the first half of 2014, The feeling of many brand manufacturers is “slow sales growth”, and the pace of dealer expansion has slowed down, and will further shrink in 2015.

Trend six, home building materials dealers from boycott to adaptation, adapt to the development trend of e-commerce

In 2014, the double eleven carnival is also a carnival for home building materials merchants. According to statistics, the top 10 ceramic tiles have a total sales of 16 million, the top 10 floors have a total sales of 113 million, and the top 10 wallpapers have a total sales of 44 million. The top 10 sales of wooden doors are 76 million. These data show that home building materials manufacturers have adapted to the e-commerce sales model and actively develop e-commerce business.

For building materials dealers, to keep up with the pace of e-commerce, boldly greet the era of o2o, building materials and household appliances are not the same as ordinary consumer goods, and need offline services. Suzhou Jinyu signed more than 100 million yuan during the double eleven period, such as cabinets. The biggest fire in this double eleven is the Zhibang cabinets, with sales of 0.12 billion. The sales volume of more than 10 million seems to be small, and the cabinets are needed. Complex offline service processes, measurement, design, installation, after-sales, etc.

Trend VII, the traditional format of home stores is facing transformation, and the integration of tradition and e-commerce is increasingly integrated.

The home building materials store has provided a huge stage for the majority of home building materials manufacturers in China, and played an important role in the rise of many excellent home building materials brands. In today's market environment where the market is weak, the channels are diversified, the market sentiment is bleak, and the market is not promoted, the pressure on the sales channels of the majority of home manufacturers is increasing, the market channels are surplus, and profits are falling. Even if it is a well-known brand, if it stops the large-scale customer interception and promotion outside the store, store sales and profits will also face tremendous pressure.

For home stores, the pressure is even greater. In the sales channel, the rise of e-commerce has become unstoppable. With the continuous upgrading of electronic network technology and the continuous improvement of modern logistics distribution, it will have a greater impact on existing building materials and home stores. In addition, various "group purchase" models and off-market transactions that have been refurbished have put pressure on the current rental store.

Industry experts said that the home store will still be the strong and strong, the weaker is weaker, will not be a good situation, the transformation and upgrading of enterprises is imperative, especially the emerging stores with the help of modern e-commerce platform Transformation and upgrading, the integration of traditional store experience, service and modern e-commerce platform has become the trend. While consolidating the brand advantages of the store and improving the design concept, the company is committed to building China's largest online and offline integrated 020 home service platform. This platform mainly consists of two parts. The first is to design a service platform to make the design simple and transparent. Standardization and construction standardization; Second, the online sales platform provides distributors and brand owners with seamless integration services such as promotion, sales, transaction payment, and settlement.

Trend VIII, trade protection once again rises to the home building materials industry

Since the financial crisis swept the world, the trade protection incident against China's foreign trade has not stopped, and with the second bottom of the European market financial crisis, the trade protection of the foreign trade market has once again risen. This time, the home improvement building materials industry has become the protagonist. First, China's 100 building materials companies were asked for compensation by the US lawsuit. After that, Foshan Ceramics will encounter the largest anti-dumping investigation in the EU. Trade protection has regained momentum.

Under the financial crisis, global trade protectionism has risen and China is the first to bear the brunt. The World Bank’s May 26 report on the Temporary Trade Barriers Database, which monitors global trade protection measures, shows that in the first quarter of 2010, new globally initiated temporary import restrictions including anti-dumping, countervailing and special safeguards were introduced. Relief cases fell by 20% year-on-year, but Chinese exporters continued to be the number one target for trade remedy investigations. In the first quarter, 47% of newly initiated trade surveys and 82% of completed trade surveys targeted or involved China.

As an important part of China's foreign trade export, the building materials industry has not been spared from the situation of trade protection in China's conservative foreign trade market, and as the scale of exports increases, the number of trade investigations continues to increase. Regardless of the recent EU's implementation of the largest anti-dumping against Foshan Ceramics in China, it is still increasingly hot. The US litigation of the gypsum board has shown that the road to foreign trade in building materials has become increasingly difficult, and with the European and American regions. The second step of the financial crisis, China's road to foreign trade in building materials products will also be destined to end in turmoil.

Trend IX, financial capital advances and accelerates the transformation of corporate equity incentives gradually become the focus of major enterprises

In the first half of 2014, the collective IPO of home furnishing companies received much attention. On February 19, 2014, Dongyi Risheng Home Decoration Group Co., Ltd. was listed on the Shenzhen SME Board, issuing 31,210,100 shares, with an issue price of 21.00 per share. The total amount of funds raised was 6.5 billion; April 18 On the 22nd, the China Securities Regulatory Commission issued a number of prospective IPO company prospectuses, including the home category.


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