The first purchase restriction in the second and third tier cities appeared in Taizhou, Zhejiang Province, and quickly provoked waves in the furniture industry. Although the purchase restriction was implemented on September 1, Zhu Xiaokun, who is extremely sensitive to market signals, has analyzed this. “The impact may continue to increase.†Zhu Xiaokun is the marketing director of a certain furniture company in Dongguan, and Zhejiang is an important part of its market. Zhu Xiaokun said that since the implementation of the domestic purchase restriction last year, the first and second-line markets of Sensheng Furniture have been hit. If the scope of purchase restriction continues to expand, the emerging second- and third-tier markets will also be hard to avoid. Unhealthy micro-growth According to Zhu Xiaokun, since the implementation of the domestic purchase restriction last year, the sales performance of Sensheng Furniture Single Store has declined, and the most stable coastal market is also listed. “Furniture is the most direct downstream industry in real estate. The real estate market changes will directly be projected into the furniture market.†Zhu Xiaokun said that before 2010, the real estate market was hot, and despite the high housing prices, many rigid demand supported the development of real estate, which also promoted furniture. Increase in sales share. However, after the purchase restriction, on the one hand, the overall rigid demand is reduced. On the other hand, most potential property demand is on the sidelines. Under this circumstance, the growth rate of Sensheng Furniture's domestic market declined. "From the statistical data, compared with the same period of last year, the company's sales have a slight increase." Zhu Xiaokun said that the data does not look bad, but this surface of the slight increase reflects the restrictions on the domestic sales of furniture restrictions force. According to Zhu Xiaokun's explanation, when the sales growth of most single stores was stagnated by the wait-and-see attitude of real estate consumption, the single stores in other regions were expanding. “The number of single-store expansions is far greater than the increase in sales, which means that the average sales volume of single stores is declining.†Zhu Xiaokun said that the slight increase in sales is the next unhealthy increase in the purchase restriction, with the start of the second and third-tier cities. It is expected that consumers will have a more wait-and-see attitude and the furniture market may be more difficult. Under the purchase restriction, I felt the bad atmosphere of the consumer market, and Fuji furniture not far from Sensheng Furniture. The Fuji furniture market is concentrated in first-tier cities. At present, there are more than 40 stores. The marketing director of the company, Huang Shaobing, told reporters that compared with the same period of last year, the average sales of single stores decreased by a large margin, exceeding single digits. "Almost in line with the regulation of the property market, the sales of second-tier cities are relatively stable when the frontline is regulated." Huang Shaobing said that since the last year, even during the "11" and "May 1" periods of the peak season, many consumers have remained unmoved. Channel sinking and limit purchase racing Today, the purchase restriction gradually expands to the second and third tier cities. As the marketing director, Zhu Xiaokun feels the pressure of market competition. Zhu Xiaokun said that the regulation of the property market in Taizhou, Zhejiang is not strict, but the release of the regulatory signals will actively affect the purchase behavior of consumers. It can be predicted that the consumer's desire to buy a house will be more intense, and thus, the furniture consumption market will be implicated. Zhu Xiaokun admits that no matter how the property market regulates, furniture companies must survive, only constantly increase the increment and optimize the stock. “The channel must sink to a deeper market.†Zhu Xiaokun told reporters that the Sensheng furniture market is dominated by coastal areas and has formed a dense network of stores in developed regions. Since last year, Sensheng Furniture has expanded its expansion into the Midwest and deepened the three- and four-tier cities. For example, in Shaanxi Province, in addition to the provincial capital Xi'an, Yulin, Yan'an and other third- and fourth-tier cities also have a layout. In the cities of Mianyang, Sichuan, there are also Sensheng furniture stores. "The urbanization process of these 3rd and 4th lines is quite fast. At present, the restrictions on purchases have little effect on these areas. We must race against the purchase restriction and preemptively." Zhu Xiaokun said that the property market is mainly targeted at real estate speculators, but this group is especially There are not many third- and fourth-tier cities in the central and western regions, and second- and third-tier cities that carry the main tasks of urbanization will have great potential for investment and development in the future. Therefore, by expanding the increase in third- and fourth-tier cities, it may be able to hedge the challenges brought by first- and second-tier cities to some extent. In addition to the macro market layout, Sensheng Furniture also made positive reforms in the overall sales of the terminal market. “Intensify the training of shopping guides in the terminal market, and strive for limited consumption resources through the improvement of the quality of the shopping guides. We also assist the terminal market dealers in group purchases, etc.†The industry view point purchase order upgrade opportunities outweigh the challenges? On the surface, the real estate purchase restriction related to the furniture industry will directly impact the furniture market. In this regard, from the current wait-and-see mood of consumers in first- and second-tier cities, many furniture entrepreneurs also take it seriously. However, some insiders also said that this is a new opportunity in the long run. Ye Guangzhu, manager of Dongguan Hongli Wood Products Co., Ltd., believes that after the purchase restriction is upgraded, speculative consumers will vacate investment funds and focus on decorating the house as a main target, which may be a new opportunity for furniture sales. Yu Xuhui, deputy secretary-general of Dongguan Ming Furniture Club, believes that “prices are stabilizing. Under reasonable housing prices, the purchasing power of consumers to buy houses is expected. Then, their investment in furniture will increase.†However, the key issue remains The restriction on purchases is not very obvious in suppressing the effects of speculative tenants. Yu Xuhui said that this inconspicuous effect of restricting purchases has increased the wait-and-see mood of consumers with rigid demand. This wait-and-see attitude not only does not release rigid demand, but reduces the demand for furniture. This is why the current sales data of most furniture companies is not good.
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