The regulation of the property market hits the furniture industry market once again

At the beginning of the new year, the real estate industry once again ushered in a severe regulatory storm. As the home furnishing industry downstream of the real estate industry, its market trend has caused heated discussion in the industry. The reporter learned in the interview that under the current market environment, people in the industry have different views on the future development of the home furnishing industry. Optimists believe that the home furnishing industry will usher in new growth points; pessimists say that corporate sales will be hit hard; rationalists focus on improving their competitiveness and optimistic about future development.

Optimist:

Opportunities outweigh challenges, and new growth points in the industry may emerge

In the eyes of optimists, the crisis always contains opportunities. Faced with a new round of property market regulation measures, some heads of home furnishing companies believe that the home furnishing industry is a potential beneficiary of property market regulation. In the current general environment, opportunities are greater than challenges, and the home furnishing industry may usher in new growth points.

A person in charge of a home furnishing company told reporters that the ultimate goal of policies such as "New Articles 8", "Beijing Articles 15", and the central bank's interest rate hike is to curb excessive housing price growth, not to overwhelm the real estate industry. Today, home furnishing companies are relatively small in scale, and there is no need to panic excessively and worry too much about the adverse effects of regulation on companies. With the full implementation of various control measures, some consumers may use the funds for speculation and speculation to improve the living environment of their homes. At that time, both the home improvement market and the building materials industry are bound to show a thriving trend, and it is not impossible for the home industry to generate new growth points.

In response, Yin Bo, chairman of Lan Jinglijia, said that real estate regulation and control is a continuous process and cannot be completed within a year and a half. The sales volume of the home furnishing industry is those with rigid needs and those with improved needs. He believes that consumers have certain expectations for the regulation of the property market, and also have a certain psychological tolerance for current housing prices, and the wait-and-see mood of consumers will gradually decline. Yin Bo said that the home furnishing industry will be significantly better in 2011 than in 2010, and there will be a better market performance.

Xu Zhengfei, the manager of the operation and management department of Actual Home, told reporters that for a national home furnishing chain store like Actual Home, the opportunities outweigh the challenges. Xu Zhengfei said that the current downturn in the property market is conducive to promoting the rapid entry of home furnishing brands such as the actual home into the regional market. The home furnishing market will set off a new round of enclosure expansion.

Pessimism:

Lips die cold, or will usher in a big market reshuffle

According to reporters, affected by the property market regulation, the overall sales volume of the home market in first-tier cities like Beijing fell by 20% -30% in 2010. Based on the sluggish performance in 2010, some people in the home furnishing industry expressed pessimistic views in the face of the new round of property market regulation that has just begun, arguing that the home furnishing industry is about to start a major reshuffle.

During the Spring Festival, property transactions in Beijing, Shanghai, Guangzhou, Nanjing and other cities were cold, and some cities had only a few daily transactions. The industry believes that the new round of regulation and control "combined boxing" has changed people's expectations of the property market, and the wait-and-see atmosphere will be more intense. In this regard, people in the home furnishing industry lamented: "The lips are cold and the turnover in the property market is declining. The number of homes that need to be renovated is bound to decrease. In 2010, the market was less prosperous, and the home furnishing industry is even worse.

Relevant statistics show that there is a certain lag in the impact of housing policies on the home furnishing industry. For example, in the first half of 2010, the booming supply and sales of the Beijing home furnishing market stemmed from the surge in the number of houses sold in 2009. Due to the bleak housing transaction volume in Beijing in 2010, the home furnishing market will be hit hard in 2011. Nowadays, the regulation of the property market is tightening step by step, and the home furnishing market will fall into the trough next year.

In the view of Wang Ke, the president of Yaguangya Decoration Co., the state issued a series of regulatory policies to suppress the property market, to a certain extent, it also suppressed some of the just-needed. Wang Ke said that the changes in the real estate market will not have much impact on the home furnishing industry in the short term, but if this continues, it will inevitably have a more serious negative impact and will dump some of the underdeveloped companies.

Rationalist:

Enterprises must practice internal skills to enhance competitiveness

According to the reporter, most of the leading figures in the home furnishing industry remain rational about the future market trend. They believe that the essence of the home furnishing industry is the service industry, and consumer demand will not disappear due to the adjustment of the property market. With the improvement of people's requirements for the quality of home life, this part of consumer demand will be better.

Cao Anmin, chairman of Kuoda Decoration, told reporters: "As a downstream industry of real estate, the home furnishing industry has a certain lag due to the impact of regulation. Although in the short term, the housing market regulation has little impact on the home furnishing industry, but the overall situation this year It is certainly not comparable to the previous years. For this reason, home furnishing companies must practice their internal skills, increase their own competitiveness, constantly innovate and adapt to new changes in the market. "

Cao Anmin believes that there will be two new trends in the home improvement market: first, large-scale affordable housing and other affordable housing will be listed on the market, and the demand for such decoration will be the focus of enterprises; second, the demand for simple decoration and transitional decoration will increase. The decoration cost per unit area will decrease. In response, Koda Decoration has taken positive measures to launch a new product package service, with the concept of "small apartment and large design", so that consumers can enjoy high quality while worrying, saving effort and saving money. Decoration service.

Zhao Ruihai, President of Qumei Furniture, agrees with Cao Anmin ’s point of view. He believes: "The supply of policy houses is increasing, and companies in this market should be grasped well. In addition, second- and third-tier cities are not affected by regulation policies like first-tier cities. So serious, there are certain market opportunities. "

Zhao Ruihai said: "Last year, the sales of Qumei Furniture increased by about 30%, and this year we hope to achieve a growth of 30%. The home furnishing industry has a huge market. In addition to directly benefiting from new house decoration, it also includes old house decoration and products. Upgrading, office decoration, etc., it is the foundation of development for brand enterprises to make good products and services. This year, Qumei will continue to do a good job in nationwide layout, balanced development, and launch a series of new products to adapt to changes in the consumer market. "

Chen Hui, chairman of Dongyi Risheng, commented on Weibo: "The introduction of a series of regulatory measures will cause a qualitative change in the property market, but there will not be a major reshuffle in the home furnishing industry. Under the condition that the home furnishing market is not yet mature, It ’s not easy for a home furnishing company to live well. It ’s not too hard to live. ”

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