Looking back on 2010, the home furnishing industry experienced some major events that must be etched in the time ring, such as fierce competition among enterprises, alliances among similar colleagues, the massive expansion of brands and the struggle of the overall economic environment. After this unstable year, everyone began to show more new expectations for this industry. In this issue, this magazine invites many well-known enterprises and industry experts to look forward to 2011, and speculates about new phenomena and changes that may occur in the industry in the new year.
The Meikemeijia brand, which has already been successfully listed in the United States, has judged from the perspective of global industry competition that more international home furnishing brands will enter the domestic market in 2011. Nowadays, China has become the world's important place for furniture production and is also a big market for furniture sales. Especially in the past few years, the development potential of the Chinese market has been enough to attract attention from furniture manufacturers in Europe, America and other countries. As the proportion of China's middle class is further improved, consumer groups' furniture brand, price, and quality requirements are correspondingly improved. This excellent opportunity makes it possible for foreign furniture brands to settle in succession.
Liu Chunjie said that it is not difficult to find through consumer research that consumers in first-tier cities are more pursuing product comfort, while consumers in second- and third-tier cities pay more attention to product standards. In short, the most obvious characteristic of today's consumers is sensible purchase, which requires much higher service, product quality and overall design of imported brands than before. Liu Chunjie revealed that the large-scale entry of international brands will only intensify the competition in the industry. Powerful brands can still obtain a "cup of soup" through industrial upgrading and manufacturing upgrades. Meikemeijia's plan for the year is to develop from 45 stores in the country to 60 For the store, the new product release twice a year will not "miss the contract". Faced with the new market environment, the "welfare" consumers receive will be more cost-effective products.
In recent years, with the rise of a number of excellent furniture building materials and distribution brands, whether it is the big performance at the CCTV bidding fair or the successive release of the news of the listing, all outsiders have gradually begun to transform the long-term "small industry" of home furnishing. "impression. The capital market is paying more attention to the home furnishing industry. In 2010, when many companies conducted an in-depth discussion on the topic of "the power of capital", everyone agreed that going public is an inevitable way for the home furnishing industry to grow bigger and stronger in the future.
However, financing and listing involves complex levels and interests of all parties, and the process is bound to be tortuous. Therefore, most of the home furnishing enterprises that have been successfully listed have been brewing since a few years ago, and even postponed the plan again and again. Looking ahead to 2011, Zhang Ren, Secretary-General of the China Building Decoration Industry Association, first expressed optimism that many domestic home furnishing companies have already embarked on or are about to IPO, and listing in 2011 will surely become a hot spot for the home furnishing industry to pursue one after another. Zhang Ren believes that "regardless of whether the company can be successfully listed, this is at least a new change in the industry in 2011. Everyone has new thinking about their own development. Integration and alliances are trends." Among them, Red Star Macalline and Anxin Flooring is a brand enterprise with more rumors in the market in the past two years.
Low-carbon has been popular in the home furnishing industry for many years, and it has even reached a white-hot state. The home improvement company's environmental protection technology is upgraded freely, and the low-carbon environmental protection concept is promoted. Furniture and building materials companies have set off a green brand and advocated green management. Environmental protection certification, even local governments are helping green lighting planning to put it on the agenda, consumers pay more attention to green brands on the list and pay attention to environmental consumption.
Zhang Ren told reporters that the trend of the home furnishing industry in 2011 must be "low carbon" and "environmental protection", and it is no longer hyped by companies as a concept, but rather detailed to the construction process of decoration and the production of home products Many details such as manufacturing and business management. Liu Chunjie, media director of Meikemeijia's public relations, emphasized that competition in the industry will intensify in 2011, and to be regarded as a powerful brand in the industry, it must have basic standards such as "low-carbon environmental protection", so it is necessary to join By 2011, the new brand on the home "battlefield" must also have the above conditions to survive.
Statistics show that in the past 2010, Beijing has more than 100 large and small home stores, with a total operating area of â€‹â€‹more than 3 million square meters. Therefore, there has been no controversy in the industry as to whether there is a surplus of stores. Will this question mark be solved in 2011? Yin Yuxin, deputy general manager of Dongfangjiayuan, said: "Now we should think about this issue in reverse: why not turn the home store into a home store, so that with its own living space, it will no longer be entangled in the focus of excess."
Yin Yuxin explained that by replacing "home" with "home", the range of products operated in this way is not limited to building materials and furniture items. Anything related to "home" can be covered, making the current single home store It is a comprehensive shopping mall that integrates building materials, furniture, home appliances, clothing and other clothing, food, housing and transportation. It provides consumers with one-stop shopping, and there is no need to worry about the problem of excess. Previously, Red Star Macalline cooperated with Suning Appliance to create a one-stop shopping for home appliances. In 2010, Suning's new site selection in the southwest third ring road of Beijing was even next to a home furnishing store. Yin Yuxin predicted that in 2011, the "home store" is a new idea for the industry to explore and develop, and the one-stop shopping form of home stores combined with other industries is not limited to the home appliance industry, but will also expand to a wider area.
The entry of well-known brands into second- and third-tier cities may be another phenomenon in which home furnishing companies continued from 2010 to 2011. Zhang Ren judged that more well-known enterprises will join the ranks of seizing market shares in second- and third-tier cities this year.
Looking back on 2010, affected by the new policies of the property market, the rapid shrinkage of the first-tier economic cities such as Beijing, Shanghai, and Guangzhou made the home industry difficult to escape. In addition, the original fierce competition pattern has caused many leading home stores and Beijing-style furniture. Of companies in 2010 also began to seek new paths, seeking opportunities for the development of second- and third-tier cities. Industry insiders judged that brand enterprises that had tasted "sweetness" through expansion in 2011 will not give up the pace of expansion, but they will be more rational in their geographical choice. Zhang Ren reminded that with the expansion of many brands across the country, companies must also integrate hardware scale, software management, brand marketing, and cultural improvement.
Several intermediaries have entered the list of "50 billion clubs" in turnover. In the next 2 years, there will be 100 billion yuan in corporate sales. In the just past 2010, Beijing's second-hand housing transactions reached 190,000 units, and second-hand housing transactions in Beijing, Shanghai and other first-tier cities have surpassed new houses. At the end of the year and the beginning of the year, the rebound in the property market turnover brought "warmth" to the home improvement industry. "," Supreme Privileges Pass "and other profit-making activities.
On the other hand, home improvement companies that have always been at the forefront of the market have been sensitively aware of the changes in the main consumer groups, and have previously secretly set up second-hand house decoration businesses on the table. In addition to the current decoration that has been focusing on the decoration of old houses, in 2010, an old house decoration expert team was established to deeply explore the decoration technical standards of old houses, second-new houses, and second-hand houses. The company is also not weak, and has launched 18-day quick-install, partial decoration and old house renovation services in recent months. Faced with this situation, many heads of home improvement companies said that the home improvement market in 2011 is likely to set off a wave of competition for second-hand house decoration market share.
Looking at the Beijing property market in 2010, the hot sales of projects such as Daxing and Fangshan let the home furnishing industry as a downstream industry see a trace of surprise. With the start of the planning and development of Seongnam and the opening of multiple subway lines, many home furnishing companies have set their sights on Seongnam. Yin Yuxin judged that the expansion of Beijing's home furnishing stores in 2011 will be concentrated in the south of the city. First, the home furnishing industry is very regional and consumers have the habit of spending nearby. Second, the home furnishing stores in the south of the city are very scarce. Good opportunity for industry gaps. Yin Yuxin said: "Compared with the increasingly mature Chengbei home furnishing market, the center of gravity of the Beijing Furnishing Store in 2011 will inevitably be in the south of the city. For the first time, the advantage of the south of the city will obviously surpass the north of the city."
With the increase in products and increased competition, the most anticipated thing for consumers is to see that the prices of household products can be reduced. Zhang Ren judged that in 2011, prices will "go with the market." "Frankly speaking, labor wages must be raised, product production costs must be increased, and the increase in costs will lead to price increases. Any industry that matures will enter the era of meager profits, and household manufacturers and distributors cannot always be at a high profit level. The era of profiteering in the home furnishing industry is over. With the survival of the fittest in the market, some products will increase prices and some products will decrease prices. "
Many industry insiders believe that once the home furnishing industry enters a period of meager profit, enterprises must make full use of raw materials, reduce inventories to the extreme, and fully realize the benefits of labor. Even including procurement and sales, each process cost control is an opportunity to obtain profit growth points. .
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