China Business Daily (reporter Jia Xinran/photo) At present, the demand for household consumption in China is constantly released. Now IT IS THE TRADITIONAL consumption season of “gold nine SILVER TEN”, home furnishing stores have launched various promotional activities to attract consumers to participate, in order to boost home furnishing market consumption. The PERSONAGE INSIDE COURSE OF STUDY POINTS OUT, WARM UP GRADUALLY AS THE MARKET, SUPERPOSITION NATIONAL EACH POLICY IS FAVORABLE, THE CONSUMPTION VIGOR THAT BUILDING MATERIALS LIVES IN THE MARKET WILL GET RELEASE FURTHER.
Into the “gold nine silver ten” home decoration consumption season, home stores gradually warming up.
The market is picking up
At present, although the consumption of home decoration has been affected by the impact of the COVID-19 epidemic to a certain extent, the consumption of building materials and home decoration in the first half of this year has shown recovery growth in the national economy, which has been stable and strengthened. From the data, in the first half of 2022, the cumulative sales of building materials and home furnace-stores above the scale in China reached 637.171 billion yuan, up 32.47% year on year. The national building materials and home furnishing market still shows full development resilience under the comprehensive impact of the agitation of the epidemic and rising material costs.
With the effect of epidemic prevention and control gradually emerging, the purchase demand of home decoration and home furnishing has also recovered. Reporters visited a number of home stores found that stores to meet the “gold nine silver ten” consumption season, carried out a series of coupons, full reduction, buy gifts, subsidies.
Unexpectedly home Beijing octagon store sales staff told reporters, on the Beijing area, the second half of this year compared with the first half of the sales situation has improved. The Mid-Autumn Festival promotion in September has ended, and we are now planning activities for the National Day in October. “In fact, the store will have sales promotion every month, but the ‘gold nine silver ten’ is a relatively important day, so the promotion will be stronger.” Red Star Macalline West Fourth Ring store staff told reporters that this year’s “gold Nine Silver Ten” coincides with the 20th anniversary of the store, the whole promotion from September 6 to October 7. During the campaign, consumers can pay 1 yuan through a mini program to buy a 3,000 yuan home consumption voucher package. In addition, consumers can return the card through shopping, shopping more than 3000 yuan return 100 yuan, more than 5000 yuan return 200 yuan, more than 10000 yuan return 500 yuan, the highest activity can return 500 yuan.
To the upcoming sales season, most building materials household industry professional managers are expected to be more optimistic. The building Materials and Home Prosperity Index (BHI) in July jointly released by the Circulation Industry Development Department of the Ministry of Commerce and the Building Materials Circulation Association shows that the leading index “manager confidence index” in July was 167.31, up 30.91 points month-on-month and 23.5 points year-on-year, and its absolute value was 60.65, located in the high prosperity range. According to the analysis of the industry Research Department of Building Materials Circulation Association, the epidemic has led to a decrease in the customer flow of offline building materials and home furnfurnics stores. After the impact of the epidemic is effectively controlled again, the delayed consumption demand of building materials and home furnics will still be released, and the trend of online and offline integrated development of the industry will not change.
Release policy benefits
Home furnishing industry continues to maintain a high degree of prosperity, at the same time, the launch of the policy is also expected to provide development opportunities for the industry. On August 24th, the executive meeting of The State Council on the real estate level clearly proposed to allow local governments to flexibly use credit and other policies to reasonably support the demand for rigid and improved housing. From the previous “city-specific policy” to the current “city-specific policy”, high-level support for the demand for rigid and improved housing has increased again, which means that property sales and completions are expected to gradually stabilize. Pangu think tank senior researcher Jiang Han believes that affected by the overall market fluctuations, the current home furnishing stores are facing more pressure, the second half of the year with the nationwide real estate policy frequency blowing warm wind, home furnishing market there is the possibility of recovery.
In addition, the Action Plan for Promoting High-quality Development of Home Furnishing Industry (hereinafter referred to as the plan) jointly issued by the Ministry of Industry and Information Technology, the Ministry of Housing and Urban-Rural Development, the Ministry of Commerce and the State Administration of Market Regulation has also pointed out the direction for the development of the home furnishing industry. According to the plan, by 2025, the innovation capacity of the home furnishing industry will be significantly enhanced, and the supply of high-quality products will be significantly increased, and a virtuous circle of higher levels will be formed in which supply creates demand and demand leads supply. In addition, it will cultivate about 50 well-known brands and 10 ecological home furnishing brands in the home furnishing industry, promote a number of excellent products, establish 500 smart home furnishing experience centers, cultivate 15 high-level characteristic industry clusters, and promote the quality consumption of home furnishing brands with high-quality supply.
It IS reported that this is the first national policy guidance document aimed at the household industry, which means that the current domestic household industry has entered an unprecedented policy opportunity window period, with great and far-reaching significance. Building materials circulation association qin of learning, points out that package contains the “smart, green, health, safety, digital” five keywords, old, children, points out the optimum direction of intelligent household demand high quality product supply, and put forward the household environment is convenient, comfortable, healthy and safe for the direction, improve the ability of design led needs. From the consumption trend, home building materials consumption upgrade signal has been very obvious. With the decision and deployment of efficiently coordinating epidemic prevention and control and economic and social development, rigid demand for household consumption is constantly being released. Superimposed national policies and guidance documents to stabilize the economy and promote consumption are gradually implemented, which will further stimulate the consumption vitality of the building materials and home furnishing market.
Accelerating transformation and upgrading
The introduction of the program and the formation of new consumer trends will force the overall home furnishing industry transformation and upgrading. Zhu Jiagui, executive president of Red Star MacAlline Home Furnishing Group and general manager of large operation center, believes that in the new home decoration demand, the trend of consumption upgrading is very obvious. Therefore, in the past three years, Red Star MacAlline has also maintained rapid and high-frequency fast running and iterative actions. Previously, Red Star MacAlline released three store formats: “No.1 Store”, “Supreme Mall” and “Benchmark Mall”, and proposed the Top100 Mall strategy. In 2022, Red Star MacAlline strengthened the expansion of new categories and the integration of multiple formats, and continued to explore new trend categories and new trend brands. On the basis of the original nine categories, the category strategy will be upgraded to the ten theme museum strategy, to achieve the comprehensive coverage of the ten categories of intelligent appliances, international imports, design living room, high-end customization, soft furnishings, system doors and Windows, boutique bathroom, sleep and life, fashion furniture, top floor space.
Unexpectedly Home in recent years to spare no effort in the digital deployment of active. Although affected by the epidemic and other factors, the asset-light mode of direct business + franchise of Unexpectedly home has been steadily expanded, the national chain retail network has been further expanded, and the digital transformation has achieved remarkable results. In the first half of the year, Unexpectedly Home continued to expand its stores nationwide, signing 10 stores, opening 10 stores, opening 427 stores. In June 2021, Unexpectedly home officially launched the digital home decoration and home industry service platform “Dongwo”. After a year of development, by the end of June 2022, “Dongwo” had attracted 79 non-unexpectedly stores and nearly 10,000 non-unexpectedly businesses to enter and realize commercialization, with GMV exceeding 7.4 billion yuan.
The digital wave reshapes the home consumption scene, and smart home has also become the future development direction of the industry. As a leading enterprise in the home retail area, in recent years, in addition to the layout of building materials, furniture, soft decoration and imported home, Fusemi has been actively enriching the business form, continue to introduce the leading brand in the smart home industry, and gradually form complementary with the traditional advantages of home categories. Previously, Fusomei announced that the company has reached cooperation with dozens of smart home brands and platforms at home and abroad, continue to optimize the brand structure and scene experience, and promote the intelligent construction of the whole house. In 2021, the company has successfully entered the smart home circuit by investing in Ouribo and Tomikomori to distribute smart home, smart home appliances, whole house intelligence and other related products.
