Stimulated by the rigid demand for housing, this year's building materials and household prosperity index has reached a new high, and related companies are mulling to raise prices to promote performance Growth. The reporter learned that many leading enterprises involved in furniture, mattresses, sofas and other businesses at the end of the year were expected to raise prices. The main reasons include the increase in manpower and raw material costs. The reporter also learned that many advantageous enterprises including Meike (600337) have increased product prices in different degrees in the second half of the year. The increase in labor costs is obvious. “The company plans to raise the price at the end of the month, which is about 20% to 30%,†a responsible person of a well-known panel furniture manufacturer told reporters that the company will adjust the price at the end of the year, the most obvious this time. The brand recently launched a special offer to encourage consumers to “sell goods†to cope with price increases, and on the other hand to prepare for the end of the year. In addition, the reporter also interviewed a number of mattress and sofa brand sellers, most brands said that there is a price increase plan at the end of the year, ranging from 5% to 30%. A person from the Meike Securities Department told the reporter that the company's Meikemeijia brand has slightly raised its price in August this year, and has not received a price increase notice in the fourth quarter. According to reports: "The company's price adjustment is not only based on the reasons for rising costs, but also taking into account the factors of brand positioning. Meike shares have achieved the expected results in raw material procurement and price control. Compared with the price of raw materials, the current industry is facing more pressure on labor costs. The company has reduced the labor cost through mechanization and automation. In addition, Sofia (002572), which is the main wardrobe for custom-made wardrobes, also said that the company launched last year. The use of intelligent flexible production lines has effectively reduced costs, significantly reduced sheet wear rates, and increased the company's gross margin. Custom furniture prices are upgraded In addition to finished furniture, custom furniture such as on-site production is also raised based on cost pressure. “The increase in raw material costs is not large, and the increase in artificial prices is more obvious.†Fang Jiangang, design director of Shenzhen New Oriental Architectural Decoration Design Engineering Co., Ltd., told reporters that “the increase in raw materials this year is about 5% to 10% higher than the previous two years. Take Weiye board as an example. In the previous year, it was about 130 yuan per piece, and this year it was about 140 yuan. In comparison, the artificial increase is relatively large. For the small worker, the previous year was about 150 yuan per day, and now about 200 yuan per day. The labor price of each type of work is rising, and the increase is at least 20%~30% compared with the previous year.†Fang Jiangang told reporters that it is expected that the price of on-site furniture will continue to rise in 2014, because the skilled woodworking is coming. The less the younger generation of workers are more impetuous, they want to do simple and fast work, they don't want to do it with a little difficulty, and the quotation is relatively high. In a large furniture store in Shenzhen, a consumer told reporters: "The new house will be officially occupied by the end of December. It is expected that the renovation will begin after the Spring Festival next year, but the decoration company and many furniture and building materials have been successively established. It is to prepare in advance, and the second is to avoid the risks brought by the new round of price hikes.†Another consumer who said that “selling goods†said that since the end of October, many products have been set up at the end of the year, most of them are first- and second-line brands. It will not easily close down, and the goods are also more secure. Rigid demand is still strong If cost pressure is used as a reason for price increases, then the furniture industry continues to rise, making the relevant companies raise prices. The Ministry of Commerce and China Building Materials Circulation Association jointly released the National Building Materials Household Climate Index (BHI Index). In October, the index reached 123.22 points, up 0.55 points month-on-month, and hit a new high for the year. In this regard, GF Securities analyst Li Yinlin said that the real estate market investment sales data high operating and housing prices continue to rise, providing strong demand for the downstream furniture industry. With the arrival of the traditional peak season of the building materials and home furnishing market, the BHI index has once again risen to meet market expectations. In the context of the industry boom in the fourth quarter, leading companies are expected to take the lead. Some analysts pointed out that the overall concentration of the domestic furniture industry is still low, consumers have not yet formed a mature brand awareness, leading companies are expected to enjoy first-mover advantage. Li Yinlin believes that the rigid demand for housing is still very strong. At the same time, “Golden September and Silver 10†is the traditional peak season for building materials and home sales. Every merchant has spared no effort to discount sales. The double superposition effect has caused the BHI index to rise, just as the housing released in the previous period is just needed. Converted into home improvement demand, the furniture market in the fourth quarter can be prosperous. Fang Jiangang also said that this year's home improvement and related industry chain market is mainly supported by just need. He told reporters: "There is really just a rush to stay, the market is still relatively bleak compared with the peak season in previous years. In the current big environment, the overall level of economic weakness, consumption levels will also decline. Some second and more Home buyers of secondary homes are not in a hurry to renovate, which also affects the performance of related industries to a certain extent."
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