The home market is not completely consistent with the pace of self-knowledge

As for the home market, for the home market, this year, the overall decline is still a big trend, but from time to time, some companies have reported good news, and some are also real industry, such as furniture exports, just reported the situation is grim, However, as soon as the statistics came out, the industry is still growing substantially, but it has grown in terms of numbers, but the real profit margin is that the merchants themselves can understand themselves.

Two statements about home stores

One said: the store "closed tide" frequently

"Failure? Inevitable!" Jiang Hongyuan, president of Zhejiang Furniture Association, said that he said, "You can see that the per capita household consumption in the country is about 500 yuan per year, and Hangzhou is doubled, 1,000 yuan per person, and the population of the main city. 2 million, which is 2 billion, but now, the rent of all stores in Hangzhou is 1 billion a year."

In fact, for many years, the home store has always maintained a "pose" - accelerated expansion. In 2008, Red Star entered Hangzhou and soon opened two branches. In 2009, Ouyada Furniture entered Hangzhou and opened three. In 2010, the home of the family decided to start from the bank of the West Lake and open up the Zhejiang market. Later, there are Yuexing Home, Tianyi Home, and so on.

The bad news continues to come. Ren Guozhong, chairman of Renhao Furniture, said that the Chinese furniture industry is expected to have a surplus of 30%-40%, and the current industry operating rate is only 60%-70%. The economic recession, the regulation of the property market, and the shrinking of the market have led many industry insiders to blame the plight of the home industry. But obviously, that's not all.

In fact, the furniture industry has maintained an annual growth rate of 20%-30% for more than ten years. Even after the financial crisis, it once again claimed to be a “sunrise industry”. Therefore, home stores have never stopped “expanding”.

"After 2008, a lot of (sales) were opened at once. They both recruited producers and recruited dealers. At that time, there were many brands entering the market, but gradually, we were aware of the risks and gradually withdrew. Now, most manufacturers do not operate in the mall, but give the product to the dealer."

Second: the market is picking up the store to relax

At the beginning of October, the comprehensive “recovery” of large-scale stores finally injected a shot of invigorating agent into the furniture industry. Wang Wei, vice president of Red Star Macalline Group, also said that the sales during the “Eleventh” period this year increased by about 31% compared with the same period last year.

Not long ago, a small survey of home purchases conducted in some cities across the country showed that most consumers said they would not buy houses during the Golden Week, but in October, after all, it was the wedding season, and the demand for furniture to buy houses has always existed. Judging from the feedback from the stores during the eleventh period, the performance of the furniture market even exceeded the expectations of the industry. Among them, the sales volume of the actual home during the golden week exceeded expectations. Beijing basically increased by 30%-40%, and the country is also showing a growing trend. Other regions may grow more than Beijing.

The overall recovery of the market, the store finally breathed a sigh of relief. But how long does this "warm current" last? Some industry insiders said that this kind of vigorous promotion of Golden Week will continue after the holiday. Many consumers who have not traveled during the Golden Week and have no time to purchase furniture still have the opportunity to enjoy preferential discounts. If the store can always maintain such active marketing, even if the property market situation is not strong, there is still a certain living space for the sales of the furniture in the store, and the purchasing power of the purchase is still not to be underestimated.

In response to the withdrawal of the store, the industry believes that: traditional furniture stores still have unique advantages compared to furniture e-commerce, such as perfect service, rapid logistics, etc., and said: "The focus of the store is to take the service, enhance the design, enhance the target Different consumer tastes, products and services of different ages, and products of the store also have advantages.” The recent golden week market recovery is a strong evidence of the huge potential of traditional physical stores. As long as they are good at exploring and innovating, they have unlimited development. space.

Two statements about furniture exports

One said: the furniture export situation is not optimistic

The European debt crisis has intensified, the US market has recovered slowly, and consumers' willingness to purchase and purchasing power have declined. At the same time, more and more foreign customers are gradually shifting orders to countries such as Vietnam and Indonesia (Southeast Asia renovation renderings). It is understood that the average wage of ordinary workers in the furniture industry in Vietnam is about 1,000 yuan, while the average wage of workers in the furniture industry in Shandong is more than 2,000 yuan. Coupled with the small size of the furniture export enterprises in Shandong and the limited market development capacity, the ability of enterprises to expand into new markets is insufficient, which has aggravated the downward trend of exports.

The export situation is not optimistic. The industry has concluded that there are several reasons: First, the comprehensive cost rises and the profit margin of the enterprise is compressed. The particularity of the furniture industry makes it less attractive to the new generation of labor. Enterprises have to pay a large price to bear Labor costs, and this year's rising cost of goods also directly reduced the profit margin of enterprises; secondly, technical barriers escalated, furniture export situation is grim, the United States "Composite Wood Products Formaldehyde Standards Act" has been effective since July 1, 2012 In addition, the EU requires that China's wooden furniture products exported to Europe must obtain FSC certification. This standard was also implemented in March this year. Third, neglecting R&D design and brand building, product homogenization is serious, and China's exports are The furniture products are mainly based on OEM, and the design drawings of the products are all provided by foreign investors. This makes the Chinese enterprises at the low end of the value chain, the homogenization competition is serious, and the ability to resist risks is weak, let alone grasp in the market economy. Initiative; Finally, unscientific management and low production efficiency are also important reasons.

Second: the emerging demand for furniture exports increased market growth

“January-September this year, our furniture exports increased by 30% year-on-year.” Wu Yanjiao, general manager of Guangdong Xiongying Group Co., Ltd. told Yangcheng Evening News: “The demand in the Middle East and Southeast Asia markets has increased this year, which brings business opportunities.” The relevant person in charge of Deqing Dayi Furniture revealed that there are orders that can't be found by workers. The person in charge of a furniture factory in Zhejiang also said that there is a single-digit growth in the US market this year. "It can be seen that the US real estate market is slowly recovering."

According to statistics, from January to July 2012, China's furniture exports exceeded US$27.5 billion, a year-on-year increase of 28%. According to statistics from Guangzhou Customs, in the first three quarters of this year, Guangdong exported 11.35 billion US dollars of furniture and its parts, an increase of 4.7% over the same period last year. In particular, in September this year, Guangdong exported 1.4 billion US dollars of furniture, a substantial increase of 22.8% year-on-year, a substantial increase of 15.4% from the previous month, the highest monthly export value. Some people in the Guangdong furniture industry told reporters that since the financial crisis in 2008, many Guangdong furniture exports have begun to find ways to deal with it. “For example, due to the shrinking demand for high-end furniture in Europe, many furniture companies have begun to switch to low-end and mid-range products, which has opened up the market. At present, the market demand for low-end and mid-range furniture in Europe, America, South America and the Middle East is still very impressive.” A furniture import and export production company in Guangzhou revealed that in order to improve the competitiveness of its products, designers invited designers from Italy to design new products last year. "This year's products are very popular in the US market, and the design should add a lot of points." The person in charge of the plant said.

In summary, in fact, the benefits of any enterprise and any stage cannot be generalized. There is no completely unified market situation. The main reason for the good or bad is the situation of each enterprise. The gains and losses lie in oneself, and the warmth and the cold lies in self-knowledge.

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