Daily Economic News (blog, Weibo) reporter Zhao Chenting from Beijing as one of the large home building materials chain, Oriental Homes Co., Ltd. (hereinafter referred to as Oriental Home), its home building materials business seems to be increasingly free from the parent company Oriental Group " To be seen."

On December 5, the Orient Group issued a notice stating that as the shareholders of China Building Materials Investment Group and Realtek Capital have respectively transferred all their shares in Oriental Home Furnace Building Materials Commercial Co., Ltd. (hereinafter referred to as Oriental Home Building Materials) to Longbai Capital. The Group, Longbai Capital Group, which holds 65% of the shares, has become the actual controller of Dongfang Home Building Materials, while the Oriental Homes holding 35% of the shares no longer has actual control over Oriental Home Building Materials.

In this regard, the relevant personnel of the Dongfang Group’s Office of the Secretary-General told the “Daily Economic News” that the home building materials will not be included in the consolidated scope of the company’s consolidated statements in the future, given that the Oriental Homes holds 35% of the shares of Dongfang Home Building Materials. Shareholders, but no longer participate in the company's business management matters.

The owner of Dongfang Home Furnishings and Buildings will increase its performance and statements for the Oriental Group, which is dragged down by the home building materials business. But behind this move, the home building materials business that the Oriental Group once focused on has gradually faded out of the stage.

According to public information, before 2009, the main business of the Eastern Group involved the building materials circulation industry and processing industry, and also involved in the financial industry and port transportation industry in the form of equity participation. In the second half of 2009, the company carried out grain deep processing and other businesses through the wholly-owned Oriental Grains and Oils Food Co., Ltd. to further expand the company's business areas. In 2010, the company's grain business has been profitable. The grain and oil business income was 1.485 billion yuan, the proportion of revenue has exceeded 50%, and the net profit has reached 2.21 million yuan. The company has become an agricultural enterprise.

In the face of the rapid development of the grain and oil business, the performance of the Oriental Group’s main business, the Oriental Home, was not satisfactory.

In recent years, China's home building materials market has been sluggish.

According to some surveys, as of the end of 2011, more than 80% of home building materials companies are in a state of loss, and some are barely able to achieve meager profit.

Just in September this year, the world's largest building materials and home retailer, American Home Depot announced the closure of seven large building materials home stores in Tianjin and Zhengzhou. At the same time, domestic counterparts have not had a good time this year.

In this regard, CIC Consulting Researcher Chen Zhangli said that the operating conditions of the home building materials market this year are very low, and there are many “closed tides” in the country, mainly affected by real estate regulation.

“Home building materials enterprises should improve their corporate image, highlight corporate characteristics, and attract more consumers with brand effect. At the same time, they need to expand sales channels and actively test the business model of water and electricity, with the development of Internet technology and consumers. The gradual change of habits, the development potential of online marketing is huge." Chen Zhangli added.

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