With the sharp decline in housing turnover, the downstream home improvement industry is facing an embarrassing situation of “wonderful women can't be without riceâ€. Although some home improvement companies have maintained their performance after digging through the market, they are still unclear about the prospects, and the gradual improvement of fine decoration policies may push the home improvement industry to the edge of transformation.
Market watchers have few bright spots in corporate performance, and they will enter the end of the current year in two months. However, from the perspective of the first three quarters, many home improvement companies have not achieved satisfactory results. Wang Xiaobing, deputy general manager of decoration at the present, told the reporter that due to the pressure of the overall market environment, performance from January to September was basically the same as last year, and the “chill†of the market was more obvious recently, but due to the company’s business focus on the old house decoration market, so Affected by the larger environment is even smaller.
This year's market environment has no small impact on the overall performance of the home improvement industry. According to Li Jian, chairman of Shengdian Decoration, the total amount of housing transactions in Beijing from January to August was almost the same as that of last year. There were few new houses and old houses with decoration requirements, and some communities did not focus on key companies. The front-line staff encountered a problem of customer development.
The downturn in the renovation market has also affected downstream building materials sales. Li Jian said that their own-brand wooden doors had originally planned to increase sales by 20% this year. However, sales of wooden doors have not been satisfactory even if they open stores and expand sales channels. The increase.
There are also some companies that have been less affected in this cold wave. Li Binghua, general manager of Beijing Zhifeng Decoration Beijing Branch, told reporters that the performance in the first three quarters of the year increased by 42% compared to the same period last year. Although the peak of the industry has strived for the market in recent years, the market in foreign markets only accounts for 30% of the total business, and the company’s owner The battlefield is still in Beijing. "This is due to our adjustments and persistence in our operating model and business model," said Li Binghua.
The market situation is not clear next year With regard to this year's market conditions, many companies have anticipated the previous year, and with the further in-depth control of the property market, the degree of impact on the market in the future is not clear, so for the next year's market Situation, the industry generally said that it is not too optimistic.
Now the hot and cold property market will be immediately transmitted to the home improvement market, industry sources said that the current price of housing began to enter a downward path, the attitude of consumers holding a wait-and-see attitude is intensifying, which will further form a saw in the market, leading to a decline in trading volume, next year The situation in the first half of the year may still not be improved.
With the large number of affordable housing and affordable housing, home improvement companies hope to find a living space in this part of the market, but it is not easy for home improvement companies that have gradually established the positioning of brands and consumer groups to enter such markets. Wang Ke, general manager of Yaguangya Decoration, believes that the consumption levels of owners of affordable housing and affordable housing are mostly limited. If the home decoration company's renovation price is not enough to arouse their interest, this part of the market will be occupied by a large number of guerrillas. What a home improvement company needs to do is adjust its own product line, and then it is possible to get a portion of the market with a product with a very high cost performance. However, this integration process is not smooth.
Responding to changes in business models To deal with changes in the market, Li Binghua said that due to the continuous fine-tuning and persistence of the existing business model, the company's performance in the first three quarters will be reddened. Since 2008, they have always adhered to the “Peaking Mode†model, using direct sales to concentrate a large number of building materials brands for consumers to choose. This year, they also introduced digital furniture sales showrooms to cooperate with dozens of furniture brands to further improve one-stop renovation services. In the future, they will also add home accessories and appliances to Fenggehui’s "Army" to form a more complete one-stop decoration chain. .
In the early marketing of the market, the practice of home improvement companies is now very different from the previous years. Li Binghua told reporters that entering the residential area is a common practice of home improvement companies. Before the district issued the key, it began to conduct targeted explanations and propaganda techniques. This process will often take two to three years. Measures for the home improvement company for a lot of customers. However, Li Binghua pointed out that the adjustment of marketing methods is not enough to attract consumers, can have a matching operation and management model to enable first-line marketing to play its biggest role.
Wang Ke sees this change as a change in the internal marketing of home improvement companies. “The harder it is for the market to test the ability of home improvement companies to adapt to marketing, we now adjust our marketing methods to get closer to consumers.†Wang Ke said.
Open stores to fight for more channels of sales compared to previous years, a relatively cautious speed, this year's large-scale home improvement companies quickly rise. The decoration companies such as Shichuang, Kuoda, and Yuanzhou have opened thousands of square meters of large-scale stores, categorized the building materials needed for various types of decoration, and consolidated the building materials channels while further consolidating the existing decoration market share.
An industry insider who asked not to be named told reporters that it is very difficult for home improvement companies to rely solely on the basic decoration to maintain profits. Therefore, transitioning into building materials, furniture, accessories, and even home appliance sales is also under market pressure. Although the large stores of various home improvement companies seem to be quite different, they essentially integrate building materials and enter the field of building materials sales. The subsequent after-sales problems also require the home improvement company and the retailer to further run in and reduce the complaints caused by delays in building materials delivery and installation.
Diversified “scatter†mining market When the market is cold, the diversified business model is respected. Some companies that originally targeted the mid-to-high-end market began to go up or down the market channels, and expanded consumer groups in a diversified way. Wang Ke told reporters that this year Yaguang Ya began to formally enter the high-end market, after the launch of high-end studio will be completely for large houses, villa owners, and provide customized case-style renovation services.
At present, decoration will continue to dig gold old housing market, Wang Xiaobing said that the future demand for old house decoration will further increase, although the old single-room renovation is not high, but compared with the 期房, the timeliness of the old room decoration Relieving the cash flow of home improvement companies has a great effect.
The future trend of home improvement industry will be fine decoration "big mountain"?
With the clear trend of refined decoration policies, home improvement companies will also face an extremely difficult mountain to cross. Xu Yonggang, Executive Director of the Bolloni Hardcover Research Institute, told reporters that a large-scale home improvement company in Shenzhen not long ago would be rejected because it was "not in conformity with the national industrial policy." As the renovation of the rough house will generate a large amount of construction waste and cause energy waste, the state attaches great importance to the consolidation of the residential market.
Xu Yonggang said that at present, first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen have achieved a 50% residential hardcover rate, 70% higher in Guangzhou and Shenzhen, and 30% in some third and fourth-tier cities. More importantly, consumers have gradually begun to accept well-furnished dwellings. They have conducted surveys on some homeowners who have demand for homes. The results show that 54% of homeowners are willing to purchase hardcover homes. The future business of Bolloni will also turn to be dominated by the overall hardcover business.
In this regard, Li Jian said that this year's disappointment in the home improvement market has made some home improvement companies begin to enter the hardcover market, but it is not easy to want to truly give birth. “The biggest problem is that there is a huge amount of capital needed for fine decoration if it is developed. Business payment is not timely, then companies are taking cash flow adventures." Li Jian said.
Fine decoration market entry barriers to improve home improvement companies into the refined decoration market not only face funding problems, but more importantly, the hardcover requirements of developers have begun to increase. Unlike the original simple construction, developers now need more professional companies to complete the spatial and functional planning of their homes, rather than the same old-fashioned decoration.
Xu Yonggang told reporters that now their refined decoration business is essentially different than before. In order to provide developers with a more precise and sophisticated decoration plan, they must first conduct market research, study the actual needs of their purchase groups, and then follow the part of people's lifestyle habits to carry out plan planning, and then complete the overall interior. “Boloni will become a solution provider, product and service provider for fine-tuned housing in the future, and will complete the complete case resolution of the decoration,†said Xu Yonggang.
In fact, it is the strength of home improvement companies to carry out the planning and designing of apartment houses. Many homeowners do not have too much knowledge of their own living needs and habits. Therefore, professional design planning can make homes more practical.
However, this is still an insurmountable barrier for home improvement companies. At present, most of the fine-tuning businesses undertaken by home-improvement companies still remain at the stage of simple construction and have not really entered the preliminary planning and design.
In the future, the competition in the exquisite decoration market will intensify. The fierce competition in the market is not difficult to predict. In the view of Xu Yonggang, some large domestic enterprises are now preparing to enter the hardcover market across borders. Overseas companies with mature and sophisticated decoration experience are also eyeing the domestic market. "The refined decoration market may be a Red Sea in the future," Xu Yonggang said. The hardcover market among mad rushes can hardly escape the price war and reduce the cost by compression quality.
Wang Xiaobing said that it is very difficult for home improvement companies to obtain refined decoration. The decorative needs in the latter part of hardcover may be a way out for the home improvement company in the hardcover market, resulting in “after hardcover†demand derived from finely decorated homes. Have more confidence.
Market watchers have few bright spots in corporate performance, and they will enter the end of the current year in two months. However, from the perspective of the first three quarters, many home improvement companies have not achieved satisfactory results. Wang Xiaobing, deputy general manager of decoration at the present, told the reporter that due to the pressure of the overall market environment, performance from January to September was basically the same as last year, and the “chill†of the market was more obvious recently, but due to the company’s business focus on the old house decoration market, so Affected by the larger environment is even smaller.
This year's market environment has no small impact on the overall performance of the home improvement industry. According to Li Jian, chairman of Shengdian Decoration, the total amount of housing transactions in Beijing from January to August was almost the same as that of last year. There were few new houses and old houses with decoration requirements, and some communities did not focus on key companies. The front-line staff encountered a problem of customer development.
The downturn in the renovation market has also affected downstream building materials sales. Li Jian said that their own-brand wooden doors had originally planned to increase sales by 20% this year. However, sales of wooden doors have not been satisfactory even if they open stores and expand sales channels. The increase.
There are also some companies that have been less affected in this cold wave. Li Binghua, general manager of Beijing Zhifeng Decoration Beijing Branch, told reporters that the performance in the first three quarters of the year increased by 42% compared to the same period last year. Although the peak of the industry has strived for the market in recent years, the market in foreign markets only accounts for 30% of the total business, and the company’s owner The battlefield is still in Beijing. "This is due to our adjustments and persistence in our operating model and business model," said Li Binghua.
The market situation is not clear next year With regard to this year's market conditions, many companies have anticipated the previous year, and with the further in-depth control of the property market, the degree of impact on the market in the future is not clear, so for the next year's market Situation, the industry generally said that it is not too optimistic.
Now the hot and cold property market will be immediately transmitted to the home improvement market, industry sources said that the current price of housing began to enter a downward path, the attitude of consumers holding a wait-and-see attitude is intensifying, which will further form a saw in the market, leading to a decline in trading volume, next year The situation in the first half of the year may still not be improved.
With the large number of affordable housing and affordable housing, home improvement companies hope to find a living space in this part of the market, but it is not easy for home improvement companies that have gradually established the positioning of brands and consumer groups to enter such markets. Wang Ke, general manager of Yaguangya Decoration, believes that the consumption levels of owners of affordable housing and affordable housing are mostly limited. If the home decoration company's renovation price is not enough to arouse their interest, this part of the market will be occupied by a large number of guerrillas. What a home improvement company needs to do is adjust its own product line, and then it is possible to get a portion of the market with a product with a very high cost performance. However, this integration process is not smooth.
Responding to changes in business models To deal with changes in the market, Li Binghua said that due to the continuous fine-tuning and persistence of the existing business model, the company's performance in the first three quarters will be reddened. Since 2008, they have always adhered to the “Peaking Mode†model, using direct sales to concentrate a large number of building materials brands for consumers to choose. This year, they also introduced digital furniture sales showrooms to cooperate with dozens of furniture brands to further improve one-stop renovation services. In the future, they will also add home accessories and appliances to Fenggehui’s "Army" to form a more complete one-stop decoration chain. .
In the early marketing of the market, the practice of home improvement companies is now very different from the previous years. Li Binghua told reporters that entering the residential area is a common practice of home improvement companies. Before the district issued the key, it began to conduct targeted explanations and propaganda techniques. This process will often take two to three years. Measures for the home improvement company for a lot of customers. However, Li Binghua pointed out that the adjustment of marketing methods is not enough to attract consumers, can have a matching operation and management model to enable first-line marketing to play its biggest role.
Wang Ke sees this change as a change in the internal marketing of home improvement companies. “The harder it is for the market to test the ability of home improvement companies to adapt to marketing, we now adjust our marketing methods to get closer to consumers.†Wang Ke said.
Open stores to fight for more channels of sales compared to previous years, a relatively cautious speed, this year's large-scale home improvement companies quickly rise. The decoration companies such as Shichuang, Kuoda, and Yuanzhou have opened thousands of square meters of large-scale stores, categorized the building materials needed for various types of decoration, and consolidated the building materials channels while further consolidating the existing decoration market share.
An industry insider who asked not to be named told reporters that it is very difficult for home improvement companies to rely solely on the basic decoration to maintain profits. Therefore, transitioning into building materials, furniture, accessories, and even home appliance sales is also under market pressure. Although the large stores of various home improvement companies seem to be quite different, they essentially integrate building materials and enter the field of building materials sales. The subsequent after-sales problems also require the home improvement company and the retailer to further run in and reduce the complaints caused by delays in building materials delivery and installation.
Diversified “scatter†mining market When the market is cold, the diversified business model is respected. Some companies that originally targeted the mid-to-high-end market began to go up or down the market channels, and expanded consumer groups in a diversified way. Wang Ke told reporters that this year Yaguang Ya began to formally enter the high-end market, after the launch of high-end studio will be completely for large houses, villa owners, and provide customized case-style renovation services.
At present, decoration will continue to dig gold old housing market, Wang Xiaobing said that the future demand for old house decoration will further increase, although the old single-room renovation is not high, but compared with the 期房, the timeliness of the old room decoration Relieving the cash flow of home improvement companies has a great effect.
The future trend of home improvement industry will be fine decoration "big mountain"?
With the clear trend of refined decoration policies, home improvement companies will also face an extremely difficult mountain to cross. Xu Yonggang, Executive Director of the Bolloni Hardcover Research Institute, told reporters that a large-scale home improvement company in Shenzhen not long ago would be rejected because it was "not in conformity with the national industrial policy." As the renovation of the rough house will generate a large amount of construction waste and cause energy waste, the state attaches great importance to the consolidation of the residential market.
Xu Yonggang said that at present, first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen have achieved a 50% residential hardcover rate, 70% higher in Guangzhou and Shenzhen, and 30% in some third and fourth-tier cities. More importantly, consumers have gradually begun to accept well-furnished dwellings. They have conducted surveys on some homeowners who have demand for homes. The results show that 54% of homeowners are willing to purchase hardcover homes. The future business of Bolloni will also turn to be dominated by the overall hardcover business.
In this regard, Li Jian said that this year's disappointment in the home improvement market has made some home improvement companies begin to enter the hardcover market, but it is not easy to want to truly give birth. “The biggest problem is that there is a huge amount of capital needed for fine decoration if it is developed. Business payment is not timely, then companies are taking cash flow adventures." Li Jian said.
Fine decoration market entry barriers to improve home improvement companies into the refined decoration market not only face funding problems, but more importantly, the hardcover requirements of developers have begun to increase. Unlike the original simple construction, developers now need more professional companies to complete the spatial and functional planning of their homes, rather than the same old-fashioned decoration.
Xu Yonggang told reporters that now their refined decoration business is essentially different than before. In order to provide developers with a more precise and sophisticated decoration plan, they must first conduct market research, study the actual needs of their purchase groups, and then follow the part of people's lifestyle habits to carry out plan planning, and then complete the overall interior. “Boloni will become a solution provider, product and service provider for fine-tuned housing in the future, and will complete the complete case resolution of the decoration,†said Xu Yonggang.
In fact, it is the strength of home improvement companies to carry out the planning and designing of apartment houses. Many homeowners do not have too much knowledge of their own living needs and habits. Therefore, professional design planning can make homes more practical.
However, this is still an insurmountable barrier for home improvement companies. At present, most of the fine-tuning businesses undertaken by home-improvement companies still remain at the stage of simple construction and have not really entered the preliminary planning and design.
In the future, the competition in the exquisite decoration market will intensify. The fierce competition in the market is not difficult to predict. In the view of Xu Yonggang, some large domestic enterprises are now preparing to enter the hardcover market across borders. Overseas companies with mature and sophisticated decoration experience are also eyeing the domestic market. "The refined decoration market may be a Red Sea in the future," Xu Yonggang said. The hardcover market among mad rushes can hardly escape the price war and reduce the cost by compression quality.
Wang Xiaobing said that it is very difficult for home improvement companies to obtain refined decoration. The decorative needs in the latter part of hardcover may be a way out for the home improvement company in the hardcover market, resulting in “after hardcover†demand derived from finely decorated homes. Have more confidence.
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