In the first half of the year, the scale of furniture manufacturing industry achieved a main business income of more than 290 billion yuan, an increase of 12.7% over the same period of the previous year. The accumulated profits of the industry totaled more than 15 billion yuan, an increase of 15.9%, of which the main activity profit was about 18.5 billion yuan, an increase of 5.8%.
Some officials from the Ministry of Commerce believe that the situation facing the building materials and home furnishing industry is rather severe, and the regulation of the property market is constantly strengthening. The “rigid demand†buying houses are still waiting to see. The actual purchasing power of building materials and homes is relatively declining, and demand cannot maintain sales growth. At the same time, however, it was the release of the upstream property market that brought vitality to the home furnishing industry. When the chairman of Red Star Macalline (Weibo), Che Jianxin, released its corporate development strategy in March, it predicted that the entire home furnishing industry would welcome 10 this year. More than % growth, it is planned to build 200 home shopping malls nationwide in 2020.
Many people in the industry have started from the end of last year, developers have set off a wave of "take the tide", based on the trend of the home industry lags behind the property market for about 10 months, this year's "Golden September and Silver 10" will have a good show and lead In the second half of the market, more importantly, urbanization can continue for a long time - is the new round of "staking the enclosure" undercurrent?
Continue regional layout
Investing in emerging markets to create brand advantage
If others are at risk, it is their own opportunity. Since 2010, Red Star Macalline and other home stores have taken over the banner of commercial real estate, holding high and high, and the geographical expansion of the whole industry has never been seen before. The Guangdong-based Xiangjiang home is in the country. The layout of the nine global home furnishing CBD, Jisheng Weibang entered Shanghai, but the post-financial crisis was even more tragic, and for a time "excess" became a "serious excess." Zhu Changling, chairman of the China Furniture Association, said that China has more than 3,500 professional furniture markets and a sales area of ​​more than 70 million square meters. “Excess is an indisputable reality.†With the actual purchasing power, the 20 million square meters of store area can To meet market demand, and the actual area has exceeded 40 million square meters, if the market is still sluggish, 50% of the store area is surplus.
Wang Wei, general manager of Ouyada Home Furnishing, said, “In the period when the home furnishing industry entered a period of full expansion, Ouyada entered Guangzhou in a direct manner and set a benchmark for the industryâ€, but this has nothing to do with the expansion of the market, but based on Ouyada. The national strategic layout, with Shenyang in the north, Chongqing in the west, and Hangzhou in the east, and South China as the focus of the home industry, "South Extension" is a matter of time. He also believes that the first step is to cultivate the market, and the second step is to make great efforts. After the "turbulent period" of these years, it will usher in new market prospects.
Since 2003, Bohuang International Home Expo Center has opened one or two stores in the Pearl River Delta every year. Since 2011, it has opened three new stores in Zhuhai, Zhanjiang and Huadu, and Zengcheng Store is preparing for its opening in October. Matters. In July of this year, Hongshuwan Home took over the opening of Zhongshan Avenue East Store in Yuewang, and completed the all-round layout in Guangzhou. Its operational director Huang Zushen said that the next step is optimistic about Zhuhai, Qingyuan and Zengcheng. Lu Qifeng, director of planning and marketing for Xiangjiang Commercial Group, also said that Xiangjiang Home's actions are not limited to home CBD, and continue to focus on emerging markets.
Investing in emerging markets
According to the report, by 2030, China's urbanization rate will reach 65%, and various cities and towns will add more than 300 million people, which will provide a strong impetus to expand consumption and investment demand, and developers frequently pick up land in second and third tier cities. The climax indicates that the growth momentum brought by first-tier cities has begun to weaken, and the construction of new towns has released more business opportunities. In the first half of the promotion activities of Red Star Macalline, the total sales reached more than 6 billion yuan in a week, nearly 30 billion yuan in the first half of the year, and it is expected to exceed 60 billion yuan in the whole year, but Red Star Macalline will lay the second and third tier cities as the focus of future expansion. . Bo Ju shopping mall manager Ou Jubo said that the early start of distribution in the second and third tier cities, it is felt that the competition in the first-tier cities is fierce and the market tends to be saturated, and the development of emerging markets is one step faster, and the success rate is higher.
Guangzhou's social and economic development is not balanced. In the process of urbanization, a large number of inhabitants have been spawned. North to Baiyun, Huadu and Conghua, East to Huangpu and Zengcheng, and Nansha in the south has too many future benefits. In particular, it can be radiated to emerging markets outside of Guangzhou. “There is no large-scale home store in the Baiyun business circle. Ouyada Huangshidian has undoubtedly filled this gap.†Wang Wei said that he is deeply cultivating the middle and high-end consumer market in northern Guangzhou and retaining the middle and high-end customers in the north. The development of Baiyun New City is very impressive. With a population of 300,000, it will be effective in the next three to five years.
Hongshuwan is eager to seize the eastern market of Guangzhou, which is exactly the same as Ouyada's northern strategy. It is understood that the area bordering Huangpu and Tianhe will set off a large-scale urban transformation. Before Guangzhou has established an international financial district in the east, Xintang and Luogang It also benefits from it, and Guangzhou has two major businesses to prepare for the big move. Only one new community can accommodate 4,500,000 people, but Huang Zushen said that the home store has presented an oversupply situation. Deeply cultivating the regional market is the most important consideration for opening a store. .
Create brand advantage
Wang Wei seems that the expansion of home stores is no longer a large-scale, after the ups and downs of the home industry tends to be rational, the next three years in the period of big waves, Ouyada can rely on the country's leading store chain management experience, accumulated after-sales service and marketing system And the introduction of quality products, and then meet the challenge through innovative formats, in the next 10 years, Ou Yada has seven projects in the country to start, home, department stores, shopping malls, entertainment into it.
Hongshuwan opened a store and synchronized with the perfect shopping environment. With a stable management style, it was able to open a store and succeed in a store. After 10 years, it still maintains 70-80% of the initial tenants, and the occupancy rate reaches 98%. The Bo Royal Residence upgraded the Fangcun store as an opportunity to enhance the brand of the settled merchants and further enhance the confidence of potential customers and consumers.
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