In the beginning of 2019, the home industry is welcoming the price hike.
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Experienced many challenges and challenges in last year's consumption upgrades, new retail, assembly, and mergers and acquisitions. At the same time, the relatively sluggish real estate market will continue to affect household consumption, which will accelerate the elimination rate of the originally competitive home market.
In 2019, the home industry will be at a critical stage of faster transformation, transformation and innovation. Whether the home furnishing industry will adjust the price at the beginning of the year and the incentives for price increases, etc., has become a matter of particular concern to the industry and consumers.
Upstream market volatility
The furniture industry is relatively stable
Recently, the National Bureau of Statistics released the main statistics for 2018. Among them, last year's furniture retail sales totaled 225 billion yuan, an increase of 10.1% year-on-year. The retail sales of other related home appliances, construction and decoration were also close to 10%.
The core end consumer groups in the home industry have always been inextricably linked with the real estate market. It is worth noting that last year's housing completion area was 935.5 million square meters, an increase of -7.8% year-on-year, and commercial housing sales area reached 52.41 million square meters. , a year-on-year increase of -11%;
At the same time, real estate development investment reached 9.5%. Real estate industry stakeholders said that although it is not comparable to the rapid development of the past few years, in the current policy and context, the 9.5% growth is relatively stable.
Does the fluctuation of the upstream real estate market have a corresponding impact on the downstream home industry?
Data show that from January to October 2018, the number of furniture manufacturing enterprises nationwide increased to 6,236, including 919 losses, with a loss of 14.7% and a total loss of 2.08 billion yuan. However, in terms of the main business income data of enterprises above designated size in China's furniture industry during the period, it has increased by 5.4% year-on-year.
According to the test data of the China Industrial Research Institute, in recent years, the operating income and total profit of China's household manufacturing industry have maintained a steady increase. As of the end of October last year, the total profit of China's furniture industry reached 33.21 billion yuan, compared with the same period last year. 3.1%.
“With the increase in consumer income and the gradual emphasis on the living environment, consumers are increasingly demanding individualized products for home products.†A furniture company official said that although the furniture industry is affected by many factors, it combines the overall From the perspective of consumption levels and consumer demand, the industry is still stable.
Raw material prices climb
Key period of enterprise transformation
In addition to fluctuations in the upstream market, risk factors such as rising raw material prices and increased transportation costs are also “eroding†the home sector. The rise in raw material prices will not only affect the price of home products, but also the entire industry chain such as manufacturing and distribution.
In fact, since the end of last year, the prices of various raw materials required for the home furnishing industry and purchase prices have shown a clear upward trend. From the data point of view, last year's raw materials and processing prices increased by 6.3% and 3.5% respectively. Among them, ferrous materials, wood and pulp, construction materials and non-metal materials and textile raw materials related to furniture products increased year-on-year. 6.1%, 5.4%, 10.5%, 2.2%.
It is worth mentioning that the current use of wood in various types of household raw materials is relatively high. Since 2016, the price of wood in the world has continued to rise. Due to the shortage of wood, the price of logs has increased by 5%-10%. According to experts, by 2020, China's wood demand may reach 800 million cubic meters, of which 200 million cubic meters must be imported.
Consumers are more concerned that these rising costs will not be passed on to the price of the product. The home furnishing industry is in the critical period of transition to high value-added manufacturing and intelligent manufacturing, and needs strong capital accumulation to support it. If companies can find a reasonable solution and actively coordinate, they will largely avoid the impact of price increases on consumers.
The arrival of "Hardcover House Times"
"Pseudo-innovation" scenery is no longer
The tough market environment has forced home furnishing companies to adjust various marketing models, develop diversified channels, and make new innovations. According to the preliminary statistics of the China Business Research Institute, the national retail sales of furniture will exceed 300 billion yuan in 2018, and the retail sales in 2019 will exceed 320 billion yuan.
In general, in 2019, the home furnishing industry will mainly focus on several key points: the enterprise competition brought by the hardcover housing pattern, the enterprise's own model innovation and technological innovation and the diversified channels.
The first is the competition for enterprises brought about by the hardcover housing pattern. With the advent of the “Hardcover House Eraâ€, real estate companies are beginning to seek cooperation with large-scale home furnishing companies, many of which are shifting the center of the next few years. Some head home furnishing companies have gradually begun to work closely with real estate developers to provide matching home products for hardcover rooms.
Secondly, with the changes in the consumer market, only “pseudo-innovation†with no gimmicks and no connotation will no longer be beautiful. “Future consumers will pay more attention to the real experience of products, rather than simple product descriptions.†A salesperson at a home store told reporters that consumers need real experience and feelings, which will force home companies to shift their research and development focus. Developed quality products that are truly suitable for consumers.
In addition, although the home manufacturing industry is a traditional industry, the diversified channel symbiosis will bring "win-win" to the enterprise. “The diversification and particularity of household products are destined to take a diversified marketing channel.†According to relevant sources, household enterprises have a certain proportion of relatively fixed consumer groups, and it is difficult to break this balance in a short period of time. Therefore, diversification will become a major way out for home furnishing companies in the future.
For more information, please pay attention to the official website of Xianghe Furniture City http://