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The real estate market is making efforts to promote the growth of the home furnishing industry
The real estate market has made efforts to promote the growth of the home furnishing industry. Recently, the third quarter report of the listed companies in the home furnishing industry has appeared in succession. According to incomplete statistics, the furniture and home textile enterprises have grown significantly. Analysts said that the real estate industry is growing at a faster rate, which has brought a significant warming trend to the home furnishing industry. Focusing on network channel expansion, building new stores and reducing management costs have become the key points for the profitability of listed home furnishing companies. Related topics: listed companies in the home industry performance list listed home business growth at the end of October, many listed companies' third-quarter report results have been disclosed. According to the incomplete statistics of the reporters, the operating income of many companies in Xilinmen, Sophia, Del Home, Fuanna, Mengjie Home Textiles and Shengda Forestry has increased to varying degrees. Some undisclosed companies, such as Meike shares, Yihua Wood, etc., their performance is also optimistic. Among the five companies that have announced their results, such as Xilinmen, the operating income increased from January to September 2013, with growth rates ranging from 5.28% to 46.41%; net profit ranging from 9.22% to 52.98%. It is worth noting that most companies expect the operating results for 2013 to be: the net profit attributable to shareholders of listed companies is positive, and it is not a case of turning losses into profits. In addition, the national building materials home prosperity index BHI released by the China Building Materials Circulation Association recently showed that the national building materials home prosperity index (BHI) was 122.67 in September, up 6.76 points month on month and up 6.09 points year on year. The sales of home building materials above designated size in September was 125.4 billion yuan, up 9.47% from the previous month and up 6.32% year-on-year. The real estate market made efforts to promote the home industry to pick up the industry insiders analysis, building materials home market recovery, industry boom, is the basis for the growth of home business performance. In addition, brands such as mattresses and home textiles have also played an important role in revenue growth by promoting new product price increases, opening up network channels, and opening storefronts. Qin Zhanxue, executive vice president of China Building Materials Circulation Association, explained: “September was originally the traditional peak season for the home building materials market. According to the index system 100 city price index, in September 2013, the average price of 100 cities (new) in China was 10554. Yuan/square meter, up 1.07% from August, has been rising for the 16th consecutive month since June 2012. It shows that the trend of real estate price increase is still increasing, which stimulates the further release of rigid demand.†Qin Zhanxue said that the home industry The number of listed companies is small, and the products involve many industries in the upstream and downstream. Although the performance of individual enterprises cannot fully reflect the overall industry situation, the continuous development and rigid demand of the real estate market are continuously released, which is the basis for the growth of listed companies' performance. He said: "The National Housing Index and the BHI Index are growing at the same time, indicating that buyers are buying and buying furniture, which means that the rigid demand for housing is the main force, which is more obvious in the slower products such as furniture and flooring. It can also explain why the performance of Del Home and Sofia companies is rising. In addition, companies such as Sophia, Xilinmen and Fuanna all mentioned the benefits brought by the strategy of channel expansion and new product price increase. In this regard, industry insiders said that the quarterly report reflects the performance of a company within a range. Under the growth of the real estate market, channels, brands, and management have become the key points for enterprises to obtain profits. â– Market analysis channels and brand building as key reporters found in the statistics that sales channel expansion, new product price increases, and internal management to reduce costs have become the key reasons for the continued growth of home business income and profits. Yu Lei, vice president of Xilinmen, said that in 2013, Xilinmen successively released new series of products such as “China Sleep Index†and urban love, gradually changed the brand image of Xilinmen, increased investment in e-commerce and O2O resources, and promoted new channels. He said: "The release of new products at the beginning of the year and September and the adjustment of product prices have brought operating income and profit improvement to Xilinmen. The future enhancement of brand image and channel construction are still the focus. We have adjusted our 2014 revenue growth target to 2013. 30%-50%.†The expansion of channels such as the Internet has increased the expansion of channels such as business networks and direct sales stores, and has also increased the business volume of enterprises. In the quarterly report, Sophia attributed the growth to “the growth of the custom wardrobe industry, the growth of the dealer store, the continued expansion of the store sales network, and the continued growth of the bulk engineering businessâ€; Four-Year Announces the gross profit margin of the third quarter 51.01%, a significant increase of 3.75 percentage points over the same period of last year, the profit quality has improved significantly, mainly due to the company's control of labor costs, the proportion of direct sales and new product price increases. Wei Qixiong, deputy secretary-general of China National Textile Industry Association, said: "The network channel has become a new boost for the development of the home textile industry. Especially the products with higher standardization of bedding products have been climbing in the sales of online platforms. In the first half of the year, several major categories of home textiles sold by Taobao platform With a year-on-year increase of 55.2%, it has also become a new direction for the development of many enterprises.†Liu Chunjie, marketing director of internal management and control profit, said that the relationship between the furniture and building materials industry and the real estate market is self-evident, and the brand enterprises of Meikemeijia are While ensuring the existing production scale and brand image, relying on management to benefit. He said: "In the second half of this year, Meikemei will accelerate the practical application of parts standardization in the manufacturing field through the innovation of the model, and promote FA (furniture manufacturing automation) to implement the plan as planned, effectively reducing the manufacturing cost. The retail business will be the city store. The group's form develops the market and adjusts the corresponding stores. At the same time promotes the implementation of multi-brand strategy.†■The industry's voice industry profits are gathered in a small number of enterprises â— Wei Qixiong, deputy secretary general of China National Textile Industry Association, according to our statistics, the first half of this year Among the 191 key enterprises, the profits of 33 companies with a profit rate of more than 10% increased by 13.1% year-on-year, accounting for 51.4% of the total profits of all enterprises. The industry profits continued to gather in a small number of enterprises. The number of companies losing money increased from 13 in 2012 to the current 26, and the losses were even more serious. The overall industry growth slowed down and the polarization of enterprises was obvious. At present, the biggest impact on the home textile industry is the group purchase business, which has a greater impact on the sales and profits of the company. It is expected that the industry will grow steadily in 2013, but corporate profits will face greater pressure. "Just need" growth is fast â— Qin Zhanxue, executive vice president of China Building Materials Circulation Association, economic development mainly depends on confidence, confidence is more important than performance. Once the economic environment is low, people are worried and investment is withdrawn, it will have a huge impact on the direction of economic development. By the same token, the assets of the residents directly stimulate the building materials and home furnishing industry. If the income of residents increases, or the fixed assets such as real estates increase, it will consider replacing and purchasing durable goods such as furniture. This year's BHI index climbed month-on-month, indicating that “just-needed†growth is faster, and property investment demand is cautious. It is estimated that the overall home market performance this year is similar to that of last year, with a slight increase or a slight decline. Beijing News reporter Feng Jing