The rising cost of raw materials and labor, the limited purchase of the property market, and the weak consumer market have brought a lot of pressure on the 2011 home furnishing industry. According to the reporter's observation, some companies have responded to the lack of technology and opted out of the market. Most of the remaining companies have kept a low profile. Many merchants said: "There will be no big achievements until tomorrow, and I hope to survive the 'severe winter'."

Enterprises calmly face the cold market

"Looking at the grim 2011 is about to pass, but we still can't take it lightly. The more we are in a cold market environment, the more companies should calmly deal with it. The more we are in a hurry, the eyebrows and beards are caught, we should also recognize Clearing its own strengths and weaknesses and adhering to the principle of development. It is expected that a promotion will be launched before the year, and everything else will be discussed next year. For many companies, it can be considered a perfect ending for this year." Lu Zhengwei, the general manager of the current decoration, told the reporter.

"Whether it is for the market or the enterprise, this year is a year of adjustment. The difficulties faced by enterprises are not all bad things. In terms of property market regulation, although the number of home improvement companies can be reduced, the customers we want to serve are However, it is more accurate, which is a good thing to adjust the direction of the company's future. The real estate bubble is gone, and the remaining opportunities, no matter how many, are genuine. If you meet these needs well, you have your own market. It is said that the market is cold, it is better to say that consumers and businesses are more calm." Liu Jianchao, general manager of Xi'an Qihai Chemical, said.

The person in charge of Haichuang Yibang also said: "In the context of the adjustment of the entire industry, enterprises should be aware that stability is a kind of advancement, under the premise of good construction quality, service and after-sales. And then make appropriate changes to the market feedback. Haichuang Yibang is a stable year, and in recent years, we still insist on stability, but there will be new breakthroughs in the coming year."

Safe housing and old houses will be transformed into next year's key points

On the road of striving for stability in the entire home industry, the most worth mentioning is the collective transformation of the entire industry. From the situation in the first three quarters, the performance of many home improvement companies and stores is not very satisfactory, and the situation next year is also It is still unclear that real estate regulation and control will continue to have a joint impact. On the other hand, as the country strives to promote the construction of affordable housing, the share of affordable housing will continue to grow in the coming years.

The reporter learned that the home improvement enterprises that used the "fine decoration" as the mainstream production mode have already taken the route of batch decoration. Many companies that have adhered to the traditional decoration model for many years have changed their package form in disguise. At the same time, many stores and home improvement companies have gradually adopted the consumer housing group and the secondary decoration consumer group as the main direction of the market next year. For example, the furniture that stands out from the home is replaced with a new one, and the decoration of the old house is launched with the renovation of the old house and the “economical affordable house package” launched by the present decoration.

Wu Baojun, general manager of Kuoda Decoration, told the reporter: “The renovation of old houses has been complicated by the complicated process and small profit margins. It has been avoided by home improvement enterprises. However, due to the influence of the property market, home improvement enterprises have to pick up this hard bone. This may be a lifeline."

At the same time, the development potential of affordable housing is also a high priority for many businesses. "At the beginning of this year, there were still many companies clamoring for it. It is impossible to make money by the amount of affordable housing. However, as far as I know, apart from the decoration enterprises that locate luxury houses, all the home improvement companies in the market are keeping an eye on the housing market next year. At the same time, through this year's internal adjustment, the target is targeted at this. From this point of view, the security room can bring a small spring in the home industry, but it is foreseeable that that spring will certainly kill the tragic." An industry source pointed out.

Test water e-commerce to ease the pressure of survival

In addition to expanding into new markets, compression costs have become another weapon for businesses to “sweet winter”. Among them, the most interesting thing is to introduce e-commerce. It is understood that a number of well-known home furnishing companies including Qumei, Shengxiang, Nature, TATA wooden doors have already tested water e-commerce. On May 27th, the opening of the Taobao Mall Aibo Home Experience Center caused a sensation in the industry. The cooperation with Taobao included well-known brands such as All-Friends Furniture and Top 100 Furniture.

Local stores such as Daming Palace Building Materials Home City, Red Star Macalline, and Real Home have also created an online home shopping mall shopping and consulting display platform to facilitate consumers to more fully understand product information and business trends, the first time to get home Promotional policies and new products for stores and brand merchants, and overall home shopping through the network. The person in charge of Daming Palace Building Materials Home City told the reporter: "From the time of trial operation of Daming Palace Building Materials Home Network, combined with e-commerce, convenient shopping methods have attracted new consumption power, and at the same time, reducing corporate costs. It has played a big role."

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