Industry insiders expect that as the role of real estate policy becomes more apparent, house prices begin to fall, and rigid demand will be released after consumers wait and see moods decline. The cost of the ordinary people to spend on the purchase of a house will be reduced, and naturally the proportion of the decoration will be larger. At that time, the long-term trend of the furniture industry will inevitably improve. Whether it is the home improvement market or the building materials industry, there will be a “retaliation reboundâ€.
Safe housing is expected to stimulate the consumption of mid-range furniture and building materials
In the past two years, property control policies and policies have been introduced one after another, and severe pressure suppression policies will affect the sales of commercial housing. As the downstream industry of the real estate development market, the home industry's trading situation will directly affect the development of the home industry. In this case, the industry has revealed a worrying mood. However, the promotion of affordable housing has swept the industry’s gloom. As the vice president and secretary general of the Beijing Furniture Industry Association said, “The real estate regulation is not as terrible as imagined. The promotion of affordable housing will reverse the situation and hope to boost the home. consumption."
What kind of business opportunities can the large-scale affordable housing construction plan bring to the home furnishing industry? In this regard, Red Star Meikailong Chairman and CE0 Vehicle Construction New Analysis: This year, 10 million sets of affordable housing will be built nationwide, according to a set of 50 square meters. Calculated, there are only 500 million square meters of decoration market in the 2011 affordable housing. The cost of home purchases saved by low-cost housing prices will be transformed into decoration purchasing power and market demand for mid-range furniture and building materials.
Yin Bo, general manager of Lan Jingli, also expressed similar views. He said that this year China's affordable housing as an important market incremental Sogou has become a topic of great concern in the industry. As we all know, the security housing is not the same as the commercial housing. It is mainly based on small units, and the purchasing population is very strict with cost control. According to Wang Wei, general manager of the southwest region of Hongxing Meikailong Red Star Meikailong Beijing-Shanghai, Red Star Macalline will launch a “package-style†model service owner, which is chosen by the owner for the owner’s budget, decoration preferences and space requirements. Match the "package", adjust the business plan, and force the housing market. Coincidentally, Lan Jingli will also comply with the policy of affordable housing, and the store will also make a series of adjustments on its own initiative. According to Yin Bo, general manager of Lanjingli, the company will increase the wood and panel furniture products in order to reduce the delay of delivery in the service, and strive to create high quality and low price for consumers. Shopping environment. This view was supported by Chen Xiaotai, the chairman of the top 100. Chen Xiaotai pointed out that 2011 affordable housing is popular. In response to this mainstream trend, the top 100 will increase efforts to develop panel furniture.
Safe housing construction will accelerate the industry's survival of the fittest
It can be said that the real estate market in 2011 is full of variables and confusing. First, some of the property control policies introduced at the beginning of the new year, followed by the vigorous introduction of affordable housing, 20] who will become the leader in the first year. In the process of interviews, the reporter found that the competition in the home furnishing industry will be more intense in 2011.
It is understood that in today's high housing prices, the country strongly promotes affordable housing to solve the problem of "housing difficulties" for low- and middle-income people, involving relatively low economic income, in which case budget costs for their consumption choices Play a big role. Ren Cheng, the vice president of this family, pointed out that Lu Dingji, the purchasing power of the affordable housing group is relatively weak, for us, the sinking of the consumer layer has become an inevitable fact. In the face of national real estate regulation, but it can effectively alleviate the benefits of the reduction of commercial housing. But from the current point of view, this year's market competition will be more intense, such as in terms of services and products. It is conservatively estimated that 36 million sets of affordable housing will bring at least 360 billion market. This is very attractive for home furnishing companies. Anyone wants to get a share of the market. The market is fierce and the company is likely to face elimination. Lan Jingli's Yin Bo said frankly that the market competition is more intense in 2011. If enterprises do not adjust to market changes, they will probably fall behind, and the survival of the fittest will become more apparent.
In this regard, industry experts believe that in the face of vigorous promotion of affordable housing, enterprises must have the ability to resist risks, but also have the ability to adapt to market changes, such as specialized product development for affordable housing. Adhering to the brand line and winning the quality of the products, it is possible to stand out in the incandescent competition.
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