The property market regulation, the downstream home industry was affected, the market entered an adjustment period, and industry members such as home stores, brand dealers and decoration design companies felt business pressure. In 2012 and in the future, under the background of real estate regulation and control, how will the home furnishing industry break through the current predicament and enter a new stage of development? On the afternoon of April 12th, the “2012 Qingdao Home Furnishing Industry Summit†hosted by this newspaper invited the leaders of the Island City Home Industry Association and more than 50 elites from the company to focus on “new challenges, new values, new marketing, new thinkingâ€. Key words to jointly explore how the home industry can better face the market to meet the future under the grim situation.
Industry status opportunities and challenges coexist
In the past few years, under the support of the rapid development of the real estate industry, the home furnishing industry has experienced rapid expansion for three or four years. According to industry insiders, the annual growth rate of Qingdao's home furnishing industry has been maintained at 20% to 30% in the past. Large-scale home stores are entering the market continuously. The urban hypermarkets are in a surplus state and the homogenization phenomenon is serious. Two or three hypermarkets that will be stationed in Qingdao this year will begin to seek market space in peripheral areas such as Jiaozhou and Jiaonan. “After many years of rough development, the home store will enter the digestive period for a long time in the future, and the business difficulties will exist for a long time,†said Wang Bo, deputy general manager of Furma Home.
In the context of real estate regulation and control, in addition to the problem of business decline, home shopping malls also face difficulties in attracting business and staying in business. Considering the survival pressure of dealers, we have to lower rents.†Wang Hongxi, manager of Qingdao Shucheng Furniture City, said The city squeezed the profit margin of the shopping mall and raised more challenges for the sustainable development of the home store.
On the other hand, the industry believes that the improved consumers in the second renovation of the market will not be affected by the real estate control policy and change the decoration plan. The second decoration buffers the impact of the property market regulation on the home industry. And although there are fewer people buying houses, the proportion of fine decoration in new houses is constantly improving. Some of the basic renovation projects are transferred from the buyers to the developers, and will not be affected by the new house sales factors. “In the past two years, the proportion of finely decorated houses in many cities in the South has been increasing, which is an opportunity for the home furnishing industry.†Zhao Baoshan, deputy general manager of Qingdao Qingtai Decoration Co., Ltd. said.
"Compared with the past, this year's low season of decoration is coming in advance, largely due to the indirect impact of real estate regulation. In March and April, Qingdao's newly opened real estate is less than 5, and it is mostly distributed around the urban area. It can be expected that the overall renovation demand of the market will also decrease. However, the overall proportion of self-occupied customers is increasing, and the demand for rigid decoration still exists in the market.†Wang Jianhua, general manager of Qingdao Oriental Home Decoration Co., believes that the way out is much more difficult than the difficulty.
Adjusting the mentality and rationality to look at the industry adjustment period
In the forum, in the face of the current status of the home furnishing industry, industry insiders unanimously believe that this is an inevitable adjustment of the industry's development experience, and will adjust the mentality and rational treatment as the first step in dealing with the market.
Peng Xiaolin, general manager of Haibo Home, believes that the current home furnishing industry is in a period of phased coldness. This is a normal phenomenon that the industry has developed to today, and it is also an inevitable law that any industry will experience. “The regulation of the property market has also triggered internal adjustments in the home industry, which is a difficult challenge for individual companies, but it is a good thing for the entire industry. After several years of rapid development, the home industry is time to stop the crazy pace, calmly combing And think about the context of the next stage of development."
Wang Bo, deputy general manager of Qingdao Fulma Home Furnishing Co., Ltd. stated at the forum that he has made preparations for long-term adjustment. "The hardship period that the home industry will face next will be very long. It will not be adjusted in a year or two. On the road of rapid development for more than a decade, oversupply has become a serious problem, and it is normal for the market to fall back." Other industries People also believe that the primary task of the home industry practitioners is to adjust their mentality and rationally look at the market downturn.
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