Looking back on the development of the home furnishing industry in 2013, we can sum up three major points: First, the industry is getting warmer, second, the home industry is maturing, and the third and second-tier cities have become hot spots. The leading enterprises represented by Red Star Macalline have passed Explore new marketing methods, capture new market opportunities, and drive the industry forward.

The home industry grew in change in 2013

Since 2011, the annual output value of China's household industry has exceeded 1 trillion yuan. At present, household products have become the fourth largest consumer goods after real estate, automobiles and food, and occupy an important position in the national economy. Despite the state's macro-control policies on the real estate industry and the blind expansion of individual home stores, the industry has experienced a period of pain, but the development prospects are still bright.

Industry recovery is a foregone conclusion

Since the beginning of this year, the National Building Materials Household Climate Index (BHI) has climbed all the way from 100% in January-February to 123.22 in October, indicating that the industry recovery in the whole year is a foregone conclusion.

The national building materials home boom index reflects the prosperity and market trend of building materials and home decoration materials.

The industry believes that the recovery of market demand has a profound economic and industry background. On the one hand, the sales area of ​​commercial housing in 65 major cities increased by 34.2% in 2012 compared with the previous year. Due to the lag period of one to one and a half years of home decoration, this part of real estate transactions led to the growth of new home renovation in 2013, which directly led to the growth. On the other hand, driven by leading companies such as Red Star Macalline, home stores proactively attacked and promoted consumer promotions through joint factories, effectively stimulating consumer demand.

Taking Hongxing Meikailong as an example, the total sales of merchants in the first half of 2013 was close to 30 billion yuan, of which sales of building materials products increased by 25% year-on-year, and sales of furniture products increased by 13.7%. In this regard, the industry pointed out: "The increase in building materials sales in the first half of the year is higher than furniture, because building materials are the front end of furniture, first to buy furniture after renovation. In the second half of the year, the increase in furniture is likely to achieve anti-super."

Growing home industry

The Chinese home furnishing industry has experienced leapfrog development in the past 30 years.

In 1978, the total consumption of furniture and building materials in China was only 2 billion yuan, and in 2008 this figure has reached 700 billion yuan. The market has surged 350 times.

According to the data of the China Furniture Association, as of the end of last year, the total output value of China's furniture industry has exceeded the trillion mark, reaching 1.13 trillion yuan, becoming the world's largest furniture production and consumption country for five consecutive years.

With the expansion of scale, the status of the home industry has also been continuously improved. It has become the fourth largest consumer product after real estate, automobiles and food, and has begun to occupy an important position in the national economy.

On the other hand, the subdivision of the home furnishing industry has also deepened. The sub-categories of flooring, mattresses, sanitary ware, wallpaper and so on have all appeared in the industry's leading brands, and their scale and influence are also expanding. The larger the number of sub-brands, the more it needs a comprehensive store that includes a large number of categories and brands to provide orderly display and marketing. Large-scale home living plazas are born in time.

On this basis, the industry concentration has further improved. According to the "2012 China Home Furnishing Industry Top 100 Enterprises Research Report", the total assets of the top 100 home manufacturing enterprises in 2011 reached 1.66 billion yuan, a year-on-year increase of 19.15%.

In the process of “wintering” in the past two years, more and more home furnishing companies have chosen to actively adjust and find new business growth points. The hot rise of smart homes, the in-depth exploration of “pan-home demand”, and the mode of online and offline linkage Adjustments, etc. are all in this column.

After experiencing high-speed arrogance and industry downsizing, home furnishing companies are becoming more mature and their formats are gradually improving.

Second and third line markets become hot spots

Similar to other manufacturing industries, channel sinking is also a development trend of home furnishing companies in recent years.

As the market in first- and second-tier cities is becoming more and more saturated, the demand in the third- and fourth-tier cities and even the surrounding counties and towns that are in the process of urbanization is increasing. According to statistics, in 2012, furniture sales in the first and second-tier markets fell by as much as 50%, while sales in the low-line market rose sharply.

In order to comply with this trend, home stores have expanded to second- and third-tier cities. Red Star Macalline is the vast majority of newly opened shopping malls outside this year. In the first half of 2013, two of the three new stores opened by Red Star Macalline were located in second- and third-tier cities. The newly opened shopping malls in the second half of the year were mainly located in second- and third-tier cities such as Dalian, Tianjin and Ningbo.

From the actual market reaction, the release of demand in the second and third-tier markets is obvious for the overall growth. Taking the sales situation of Hongxing Meikailong in the first quarter of the country as an example, Red Star Macalline has a steady growth in home and building materials in the first-tier cities. Building materials in second-tier cities have increased significantly, and homes have risen steadily, while in the third-tier cities, building materials and household products have shown performance. A big increase.

In 2013, the Nationalization of the National People's Congress will be characterized as “the latest driving force of the Chinese economy”. In the future, urbanization is expected to become a strong “engine” for the home furnishing industry, while the less prefecture-level cities and the top 100 county-level cities are the focus of national urbanization. In any case, the second and third tier markets will remain the biggest opportunities in the home industry in the next few years.

It is precisely because of the huge opportunities hidden in the second and third tier markets that Red Star Macalline has clearly stated its grand strategic goal of “building 200 home stores in 2020”. It is foreseeable that second- and third-tier cities will surely become a hot spot for fierce competition in major home stores.

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