Last year, the Guangzhou home furnishing market rebounded strongly, supply and sales boomed; and this year, under the pressure of the new real estate policy, the Guangzhou home furnishing market may face a big test. Some people in the industry believe that the purchase of houses is restricted, but the supply of home building materials continues to increase. The misalignment of upstream and downstream industries, and the situation of more monks and porridge, will inevitably lead to an intensified marketing war in the home building materials industry and a reshuffle of the industry. However, the heads of multiple branded home furnishing stores in Guangzhou said that the tightening of the property market does not mean the shrinking of consumer demand for home furnishing. They are optimistic about the market prospects this year. market New Deal in the property market transforms household consumer groups At the end of January, with the tough introduction of the third round of real estate regulation "Xin Guo Ba Tiao", there was a wait-and-see mood in the second-hand residential market, and the downstream home market was also deeply shaken. As early as the end of last year, some people predicted that there will be new regulatory policies this year. This harsh new policy will basically stifle speculative groups, and rigid demand has not been affected. Therefore, people in the industry are not worried about the New Year market. Guo Shuang, secretary general of the Guangdong Decoration Industry Association, said that the home and home improvement industry can be said to be a service industry, and consumer demand will not disappear due to the adjustment of the property market. The current situation in the Guangzhou residential market is that the number of high-end consumers buying high-end commercial housing is declining, but the post-80s young people who need to buy the first commercial housing continue to increase. More and more middle-income people are pouring into the property market and will give home The market brings support like a stream of water. At this time, all home furnishing enterprises need to do is to adjust the brand sales strategy, segment the market audience, and launch home service packages suitable for different categories of consumers. Analysts also pointed out that the state suppresses only speculators and stifles demand for "speculation", and has little effect on rigid buyers and home improvement consumption. "The introduction of the new real estate policy will have an impact on the Guangzhou home furnishing industry as early as the second half of the year." Li Jiacong, general manager of Shangpin Home Furnishing and Home Furnishing, analyzed to reporters: "The rigid demand for real estate in Guangzhou has not been fully released, but the house is not decorated Investment demand still accounts for more than 20% of the share. " industry Furniture retail marketing war may upgrade Facing the new market environment, Guangzhou's home shopping malls still showed enthusiasm. The reporter learned that on the seventh day of the first month, most of the home furnishing stores such as Jisheng Weibang Panyu Pazhou No. 2 store, Jinhaima Home Guangzhou No. 4 store and Hongshuwan No. 3 store opened their doors at 9 a.m. , Distribution and other measures to attract customers to show the importance of opening the market and confidence in the New Year. It is understood that Jinhai Ma Panyu Wuzhou City Store welcomed hundreds of self-driving consumers from Tianhe, Haizhu and other places on the day of Qiqi City. Buyers took advantage of the New Year holiday to add new furniture to catch up with the rainy season. The decoration is well settled. In the furniture retail market, some brand furniture dealers represented by panel furniture expressed some concerns. As the renminbi continues to appreciate, more and more export-oriented enterprises will switch to domestic sales, which will intensify the degree of market competition. According to the analysis of economist Lang Xianping, if the RMB appreciates by 3%, the profit margin of traditional intensive enterprises along the coast will fall to zero, and if it appreciates by more than 5%, a large number of traditional intensive enterprises, including furniture companies, will fail. Therefore, continuing the trend in 2010, more and more furniture companies in Dongguan and Shunde will turn to domestic sales to expand the domestic market this year, and the external pressure on the furniture retail industry in Guangzhou will increase significantly. In addition to the transformation pressure from the first-line production enterprises, landing in the Guangzhou home retail market, the expansion of the store will also lead to the upgrade of marketing and promotion. On the one hand, the expansion rate of Guangzhou ’s home furnishing retail stores last year was astonishing. Large-scale home furnishing stores such as Jockey Club Home Furnishing, Lucky Home Furnishing, Red Star Macalline and Wuzhou City opened one after another. This year, there will be an increase of about 300,000 square meters. Lu Qifeng, Director of Marketing of Jinhaima Home Furnishing, believes that the only situation that this imbalance in market supply and demand will bring is that the marketing war will continue to upgrade, the form of promotion will be more diversified, the price of furniture will be more cost-effective, and consumers will get greater benefits Under the temptation of huge benefits, it will inevitably induce dispensable consumption power to promote furniture consumption, thus forming a virtuous circle. Decorative building materials companies actively strengthen services Relative to the faster updating of furniture and accessories, the sales pressure of decorative building materials as durable goods is greater. In this regard, Zheng Weiran, deputy general manager of Liangjia Building Materials Supermarket, said that after ten years of hardening, Liangjia will have greater actions in 2011: facing more brutal market competition, not only will it open 4 to 6 new stores in 2011, Further enrich and refine the 12-door products, increase investment in decoration, focus on launching the 688 package, and focus on strengthening the two major aspects of marketing and service. Regularly send promotional text messages to customers once a month and buy once a week. Of customers call to follow up the after-sales situation, in order to enhance the reputation and loyalty of the brand. As the leading ceramic sanitary ware industry among decorative building materials, Zheng Xuechong, general manager of Dongpeng Ceramics Guangzhou Branch, said that under the reshuffle caused by the market upheaval, the consumption of ceramic tiles will quickly concentrate on the first-line brands. With the strengthening of engineering channels last year and the consolidation of designer channels, the turnover of Dongpeng Guangzhou will sprint 200 million yuan this year.
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