Since 2007, more and more people have been paying attention to the home industry. With the rapid development of China's economy, the home furnishing industry has also experienced a leaps and bounds in recent years. It has now formed a relatively concentrated industrial base and a Chinese brand group. However, with the regulation of the national real estate policy and the changes in the market economy, today's home furnishing industry will face a new market environment. In such a relatively severe market environment, some enterprises may face being shuffled, and some may be The brand is fully exerted, but how should it be developed? The author analyzes the development trend of the Chinese household industry by taking the development of the Chinese cabinet industry and the Chinese sanitary ware industry as an example.
I. Urbanization process promotes industry development
In the face of this year's fragile home industry market, many companies are immersed in meditation. Where is the development prospect of the home industry? What is the future direction of development? From the big trend, compared with many developed countries in the world, China's urbanization The process is relatively slow. The process of urbanization is one of the means needed for China's economic development. It is the road to the transformation of rural areas into cities and the inevitable path in the process of urbanization. China's current level of urbanization is about 54%, and it is still in an important period of development. The "Proposal of the Central Committee of the Communist Party of China on Formulating the Twelfth Five-Year Plan for National Economic and Social Development" emphasizes the simultaneous promotion of agricultural modernization in the in-depth development of industrialization and urbanization, and the building of a beautiful home for the peasant's happy life. Chen Huai, director of the Policy Research Center of the Ministry of Housing and Urban Development and director of the China Urban and Rural Construction Economic Research Institute, said that the biggest difference between China and the United States and the European development economies is that we have no shortage of rising economic growth. The urbanization process must at least drive the strong growth of the Chinese economy for 20-30 years. This is not the demand and motivation that the real estate policy can stimulate. Therefore, whether it is for the Chinese cabinet industry or the sanitary industry or the entire home industry, the process of urbanization will promote the development of the home industry. In the journey of urbanization construction, each enterprise in the home industry should seize the opportunity to go upstream and build its own brand.
Second, second and third tier markets will continue to spread
In recent years, many companies have been talking about “sinking channelsâ€, but the sinking of the channels in the home industry has always been a foggy sight, sometimes disappearing from time to time, and it has been impossible to implement it. The author believes that this is directly related to the entire home industry system, the development of the entire industry is not perfect, the brand is numerous but the concentration is not enough, the market share is scattered, the channel is difficult, and the Chinese market is difficult to subdivide. To achieve the brand's ability to penetrate the eastern coastal cities and let more people use their own products, then opening up the second and third tier markets will be an indispensable trend. With the rapid development of China's economy, the market in the eastern cities has gradually approached saturation, so it is imperative to open up the second and third tier markets. If a company wants to expand its scope, it must do a second- and third-tier market within a moderate scope. Cai Ming, CEO of Cobo Bolognese, said that the second and third-tier cities are important development directions for the next cabinet industry, and the place where the entire home industry is concentrated. It is also a place where its enterprises should focus on their future development. This year's cabinet industry is facing a severe situation. The market's indifference is only a short-term fluctuation. In his view, the prospects of China's cabinet industry are still good. The whole industry will also change with the social situation, economic growth, second and third-tier markets. It has become more promising as it continues to spread.
Third, the consumption structure upgrade brings industry changes
With the continuous development of the domestic economy and the growth of GDP every year, China's consumption structure will also face a new upgrade, and the upgrading of the consumption structure will bring new changes to the home industry. This is mainly reflected in the following points. First, the process of urbanization will promote the rural areas to the city, and in the process, it will inevitably change the consumption concept and mode of most people. The development needs of the second commercial housing are also inseparable from the process of urbanization. The construction of commercial housing can improve the living environment and living habits of ordinary people. Third, with the rapid development of the Internet, people's consumption concepts have also undergone a turning point. Fourth, with the improvement of people's living conditions, people have higher requirements for the environment of life and everything, and thus the industry's spiritual pursuit of life. Therefore, some industries will pay more attention to humanization. In the face of such a consumer structure that is likely to change, how should the home industry respond? Therefore, in the context of upgrading the consumption structure, the home industry will also face product line distribution plans, product design direction change plans, channel opening plans, and Talents use various change plans. The author believes that enterprises should always pay attention to the market changes brought about by the market consumption structure, and grasp the market dynamics and direction.
Fourth, fine decoration or bring changes to the home industry
With the continuous expansion of residential industrialization, fine decoration has gradually become a trend. Especially in the first-tier cities in the east, fine-decorated real estate is growing. It is understood that in the first-tier cities next year, 73% of the fine-decorated real estate will appear, and from this year's 53% to 73% growth rate, as well as the country's real estate control policy, the home furnishing enterprises that are downstream enterprises in the real estate market will also face major problems in the next few years. Market shift. Zhang Wei, the key account manager of Jiumu Sanitary Ware Co., said that in the future, the sanitary ware enterprises should do their best in the face of fine decoration. As a material supplier, there should be a lot of running-in period in the process of cooperating with the developers. All communicate and find cooperation points, and cooperation between home companies and real estate development companies will become the trend of the times. Faced with the trend of strong decoration, some small and medium-sized enterprises in home furnishing enterprises are also facing the possibility of being rebuilt and shuffled. The author believes that these small and medium-sized enterprises should constantly seek their own advantages and solutions in the past few years to develop a suitable enterprise. Planning and policies for future development. In the period of important reform of domestic hardcover houses, the home furnishing industry must break through the encirclement and seize a certain market share.
In the face of this year's cold home building materials market, the author believes that the development of China's home furnishing industry is still full of prospects. As the individual companies say, the current state of the home industry is short-term fluctuations and long-term development. In the next three to five years, it is also an important moment to test all kinds of home businesses. Because the cabinet industry, sanitary industry, door and window industry in China's home furnishing industry are still in the initial stage. After the development of the previous 30 years, the future road still needs the hard work of various enterprises to grasp the national macro-empty policy and countercurrent. And on.
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