36 million security rooms stimulate the floor market "nerve"

As the backbone of global flooring manufacturers, China's flooring manufacturers are also adjusting their strategies and actively facing the new needs created by market changes. The arrival of this new era has also brought a series of tests to domestic flooring companies. One side is the lack of upstream raw materials and increasing cost pressures, while the other is the ups and downs of the financial real estate policy environment, facing unforeseen foreign markets. What companies have called out to change from “selling” to “going out” and facing the domestic market, what should we use as a fulcrum to get out of the road of development?

Twelfth Five-year Relaunchment of Domestic Demand The sustained and rapid development of China’s economy did not come out of thin air. As early as January 18 of this year, Wang Manhui, executive chairman of the China Forest Products Industry Association, pointed out in his speech: “The 12th Five-Year Plan” for the formulation of the forestry industry plan. It is still necessary to maintain a growth rate of 16.7%, and after five years, the conservative estimate will reach 3.5 trillion, and the real goal will double again, reaching a value of 4 trillion yuan. Among them, the secondary industry of the forestry industry, that is, the forest product processing industry, includes floors, wooden doors and windows, wooden furniture and other industries, and the scale of the entire industry should reach 60%. Once this goal is achieved, it will mean that China's forestry industry will reach the world's leading level in the next five years. As a crucial period for the nation to build a well-to-do society in an all-round way, this "Twelfth Five-Year Plan" undoubtedly depicts a broad picture for homeowners, including those engaged in flooring and wooden doors. It will also be a comprehensive advancement of the modernization of the flooring industry. The period of opportunity.

At the world floor conference today, the "Twelfth Five-Year Plan" was even more frequently mentioned. The difference is that this time is not confined to the “Twelfth Five-Year Plan” of the forestry industry. What is more about this is the market signal that is stimulating the resumption of domestic demand.

In response, Zhang Lin, a consultant of the China Forest Products Industry Association, gave a detailed explanation in his speech on “Status Quo and Forecast of Emerging Markets”. He pointed out that the sustained and rapid development of China’s economy is not out of thin air, and the key point for maintaining continued growth is closely linked with the strong sense of happiness of the people, and the fact that China’s urbanization process and low final consumption rate are closely linked. At the end of the speech, Zhang Consultant more specifically mentioned that the commercial housing and the security housing may undergo a half-change, which undoubtedly caused concern and heated discussions among domestic floor-house CEOs.

In the interview with the 36 million digital stimulus floor companies targeting at the Assured Housing Conference, Yu Jiyong, Chairman of the Deloitte Group, expressed to us his confidence in the growth of the sales of the flooring industry, he pointed out that the national 12th Five-Year Plan, let us Seeing the government’s emphasis on the improvement of the people’s living environment, and on the issue of ensuring how every family has a new home, the number of affordable housing units proposed by Premier Wen Jiabao during the five-year period will reach 36 million sets and will grow from the future. From the perspective of space, it is a good news for the development of the industry. Of course, while this piece of market is growing, actually the original second-hand house itself also needs to be transformed. Therefore, the environment and demand will be a big flash point for the flooring companies in the next five years.

However, on the issue of whether this explosion has led to more low-end and mid-range products, Yu Jiyong said that the current CPI basis guarantees the future market, the prices of products cannot be very low, and the circulation of normal commercial housing is also The steady increase in house prices has been guaranteed. In addition, a series of crises recently hit by the United States and Japan have finally led to the release of cash flows. All of these have pushed up commodity prices, so high-end products will not lose their original large market space.

In this regard, the icon group Guo Hui said that the real estate policy will have some impact on the development of the home industry, especially in the near term, it is difficult to avoid. However, affordable housing will not be as speculative as commercial housing, and the current adjustment of national policies is gradually regulating this issue, so that real estate into a healthy track, through the strong demand for improved housing and the annual increase in urbanization rate For the medium and long term, there will be good news for the flooring companies.

As for the issue of whether the introduction of the policy of ensuring affordable housing will affect the development of flooring products, Song Jianlong, chairman of Jinqiao Flooring, said that because affordable housing pays more attention to low-end and middle-end consumer groups, there will be no total production volume for enterprises. Too much impact, but there will be some adjustments in the color varieties.

Editor's postscript: The pressure has given birth to impetus, the "Twelfth Five-Year Plan" doubled in the target of the forestry industry, let the domestic floor people feel heavy responsibility at the same time, let them see further. The urbanization process during the 12th Five-Year Plan will be further accelerated. Each year will add 2.4 billion square meters of demand for the domestic flooring industry, as well as the booming and low-carbon economic development of the secondary decoration market. All will bring opportunities for the development of the flooring market. Significantly increase the market share of the flooring industry. Therefore, whether the company is targeting the digital stimulus of 36 million sets of affordable housing or the product line adjusted for the construction of affordable housing, the company will provide reliable development for the development of the emerging domestic flooring industry in the coming years. in accordance with.