The performance of the furniture and home appliances in the third quarter is bright and the follow-up results are expected to be affected.
[Office Partner Information Center] As a downstream industry closely dependent on the real estate industry, driven by real estate sales since the second half of 2015, real estate related expenses such as furniture and home appliances climbed quarter by quarter. The third quarterly report released by the relevant listed companies showed that the operating income and the net profit growth of the listed shareholders were significantly accelerated. According to industry insiders, real estate is the core driver of furniture consumption. Under the current circumstances, moving to a new home is the primary reason for residents to purchase furniture. Since the second half of 2015, the real estate market has played a certain role in driving furniture sales. Compared with the furniture industry, the home appliance industry is relatively less affected by the real estate market. The impact of the real estate market on the home appliance industry is mainly reflected in the white goods and kitchen appliances industries. However, many cities have recently introduced real estate control policies, which have an impact on the follow-up performance of the furniture and home appliance industries. The industry believes that whether the furniture and home appliance industry can continue the brilliant performance after the introduction of the real estate control policy, it is necessary to observe from the two aspects of sales and reaction cycle. Fund sources said that the downturn in real estate market has a greater impact on the sales of ordinary furniture companies, but has less impact on custom furniture companies. The core driver of custom furniture growth is the improvement of custom penetration rate. At present, the custom wardrobe penetration rate is 40%, and there is still much room for improvement in the future. For finished furniture companies, the correlation between sales growth and home sales is stronger than that of custom furniture companies. Market participants said that the impact of changes in real estate market on furniture sales requires a certain reaction cycle. The impact of changes in real estate market on downstream enterprises in the industrial chain generally lags 2-3 quarters. In other words, the impact of real estate regulation and control on furniture sales that began in the fourth quarter of this year will only begin to manifest in the second quarter of next year. Analysts pointed out that in the short term, the furniture industry can still enjoy a one-year lag in the dividend period. For kitchen appliances, the impact of the downturn in the real estate market may be greater, as 50% of the sales of kitchen appliances come from the purchase of new homes. However, CITIC Securities pointed out that for leading companies in the home appliance industry, their performance is mainly due to the competitive dividend brought by the continuous increase in market share, so they can fully resist the adverse effects of the downturn in the real estate market.
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