Last year, the national building materials home sales fell 2.46%

Qin Zhanxue, executive vice president of the China Building Materials Circulation Association, explained that in December last year, BHI followed the trend of slaughter in November. The major building materials and home furnishing markets have entered the winter period of the market. The store will use the normalization of holiday promotions as a marketing strategy to deal with the off-season; At the beginning of the year, all kinds of vigorous discount promotions were mostly aimed at impacting sales, not asking for high profits, but rather laying the foundation for the new year's accumulation of customers to seize market share.

Last year, domestic building materials home stores had a hard time. China Building Materials Circulation Association released data last week that in December 2012, the National Building Materials Index of Domestic Climate (BHI) was 106.48, down 3.32% from the previous period and 0.72% from the same period of last year. The sales volume of building materials homes above the national level for the previous month was 100.6 billion yuan, a decrease of 5.92% from the previous month. The annual sales amounted to 1,246.7 billion yuan, a year-on-year decrease of 2.46%.

“In the past few years, real estate continued to heat up, and home hypermarkets began to engage in 'land battles' in major cities across the country. 'Staking' has become the most popular investment point for building materials and home shopping malls.” Qin Zhanxue pointed out that the building materials market is currently Faced with the winter, not only because of the chain effect of real estate, but also the consequences of blind expansion of the stores. “Because of the blind expansion and the intensified vicious competition in the industry, the country’s major building materials home stores have experienced problems such as a decrease in occupancy rates, difficulties in attracting investment, frequent changes in management personnel, and difficulties in rent collection.”

How to break the industry? Qin Zhanxue believes that all building materials and home furnishing companies should step up their transformation and upgrading efforts and conduct in-depth research on the types of industries needed to adapt to urbanization.