"**" into the property market into a short-term watershed, regulation from a tight wait and see again. Today, the property market regulation policy is undoubtedly a barometer of the home building materials industry. On the occasion of the spring season of renovation, the market of building materials was explored and the 2012 warming degree survey of the building materials market was launched.
Just-in-time outbreak of building materials market sales year-on-year decline in January 2012, "SouFun friends decoration consumer behavior survey" data show that in 2012 about 71% of consumers for renovation, about 14% are being renovated, 23% in three Within the months of renovation, 27% were renovated within a year. Consumers with a rigid demand are becoming mainstream, accounting for about 43%. After nearly a year of waiting, the buyers just needed to take actions. However, the sales of building materials enterprises in February-March 2012 were generally slightly higher in February than in the same period of 2011, and they were flat or declining in March.
"February this year, compared with the same period last year, is down," Lulu bathroom sales manager, said, "In March composite ratio is also down, but single-day or single-week comparison, its growth rate is still increased." “The volume of gold cabinets in February increased by 62% compared with the same period of last year, but the increase so far in March was only 7%.†Lu Jiyi, general manager of Gold Cabinets Beijing, analyzed that the rapid growth in February was Because there was a large number of exchanges between last year and January this year, the cold winter in Beijing, the demand for decoration was suppressed, so there was a boom in sales in February. March has a slight increase over the same period of last year, but it will not change much.
According to the reporter’s market survey, the consumption of building materials products was dominated by medium and high-end products. The North Fourth Ring House and the East Fifth Ring’s Meixinglong’s market performed well.
Based on this, Lu Jiyi, the gold cabinet, said that Beijing’s development of North City and Dongcheng has prompted these stores to form a relatively large home business district. The North Fourth Ring home circle has increasingly become the focus of mid- to high-end home brands. The East Fifth Ring Red Star Meikai Long has the support of the CBD business circle, Tongzhou, and Yanjiao and is superior in geographical position. Enterprises have settled in these stores earlier. Consumer spending habits in these stores have been formed and cultivated their own consumer customer groups; the old market has passed Some promotions are more attractive to nearby consumers.
僧 僧 僧 僧 僧 僧 è·¨ 抢 抢 抢 抢 抢 抢 抢 抢 å„ å„ å„ å„ å„ åœ¨ 在 在 在 在 在 在, å„ å¸‚åœº 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在Brands and profit guarantees began to transform into a large-scale transformation of the entire industry.
After many cross-border wood doors that mainly deal with flooring, cabinets and furniture, in March, Wrigley opened a cabinet independent store behind the East Fourth Ring Red Star Macalline, claiming to compete with its peers in terms of quality. From the United States Kohler bathroom also announced the entry into the cabinet market, its new cabinets at the end of the year focus on "personality and life."
It is understood that Wrigley cabinet is not only promised three-year warranty, but also that if the consumer finds a problem, as long as it does not involve excessive hardware maintenance costs, over the warranty period is also maintained, and does not charge labor costs; Kohler cabinet new products will be attached Zhang's exclusive "ID card" records relevant consumer information. Once someone is repaired, the after-sales staff can quickly obtain all information about the cabinet through the "ID number" and improve after-sales service efficiency.
Insiders in the home furnishing industry said that behind these two bathroom companies’ moves, they are actively exploring a sustainable development path for China's cabinet industry. The cabinet industry is a new area after the market has been subdivided with consumer demand, and has always faced the erosion of the edge areas such as kitchen appliances and home improvement. Especially when more and more hard-packed rooms form the trend of the kitchen, the old cabinet-building companies will have a greater impact in leading the trend of consumer demand.
The increase slowed down the sinking channel to the online “gold rushâ€
In 2012, the building materials companies were trapped in all directions. While struggling to seek breakthroughs, they have chosen to slow down and ensure that the sales have been developing steadily, and that they have become more diligent. With the acceleration of the process of urbanization in China and the rapid increase in the delivery of affordable housing, living standards and spending power, the third- and fourth-tier cities have entered a period of rapid development. The development of the third and fourth-tier cities has become a “rescue†for the breakthrough of building materials companies. .
In the bathroom industry where the channel is king, who successfully occupied the third- and fourth-tier cities will have a good chance of further development. The channel construction of sanitary ware companies such as Zhongyu, Jiumu, Brilliant, Shenluda, and Huida caters to the needs of the third and fourth-tier markets and quickly enters and continues to plunge. At the 11th SouFun Annual Meeting, Wang Yanqing, general manager of Huida Ceramics Group, stated that “in 2012, we will actively deploy the 34th-class market to capture the retail channels of sanitary household products through the model of Huida’s online shopping mall and Huida’s household hall. , to create Chinese-style IKEA home." Kahler Asia Pacific President Yan Jiaming also stated that the market space of the second and third tier cities in China's future residential market will be very large. It will pay attention to and vigorously develop the business of developing second- and third-tier cities in an effort to seize market opportunities.
Large scale, strong capital and technical strength, coupled with a high reputation and a broad market developed earlier, the first and second-tier brands have achieved significant results in channel sinking. For the smaller and newer building materials enterprises, the competitiveness of first-tier and second-tier cities is weakened. In this regard, the three-four-tier market and the county-level market have become the focus of competition among these enterprises.
In addition, the opening of online channels has become a way for building materials companies to open up new channels. Chairman of the TATA wooden door, Wu Chenxi, commented on the rapid growth in e-commerce business performance. “TATA wooden door e-commerce store opened in 20 days during the trial period, and created a new high in the history of TATA wooden doors. The transaction amounted to 1,890 in 20 days, which is equivalent to A year's promotion of a certain series of wooden doors in 2010."
For the development of e-commerce models for home building materials companies, Huang Weiye, president of the Shenzhen Furniture Association, stated that e-commerce is a future marketing trend and that companies can only follow trends. Undoubtedly, e-commerce is also a good medicine for home building materials companies to bring new market excitement.
Just-in-time outbreak of building materials market sales year-on-year decline in January 2012, "SouFun friends decoration consumer behavior survey" data show that in 2012 about 71% of consumers for renovation, about 14% are being renovated, 23% in three Within the months of renovation, 27% were renovated within a year. Consumers with a rigid demand are becoming mainstream, accounting for about 43%. After nearly a year of waiting, the buyers just needed to take actions. However, the sales of building materials enterprises in February-March 2012 were generally slightly higher in February than in the same period of 2011, and they were flat or declining in March.
"February this year, compared with the same period last year, is down," Lulu bathroom sales manager, said, "In March composite ratio is also down, but single-day or single-week comparison, its growth rate is still increased." “The volume of gold cabinets in February increased by 62% compared with the same period of last year, but the increase so far in March was only 7%.†Lu Jiyi, general manager of Gold Cabinets Beijing, analyzed that the rapid growth in February was Because there was a large number of exchanges between last year and January this year, the cold winter in Beijing, the demand for decoration was suppressed, so there was a boom in sales in February. March has a slight increase over the same period of last year, but it will not change much.
According to the reporter’s market survey, the consumption of building materials products was dominated by medium and high-end products. The North Fourth Ring House and the East Fifth Ring’s Meixinglong’s market performed well.
Based on this, Lu Jiyi, the gold cabinet, said that Beijing’s development of North City and Dongcheng has prompted these stores to form a relatively large home business district. The North Fourth Ring home circle has increasingly become the focus of mid- to high-end home brands. The East Fifth Ring Red Star Meikai Long has the support of the CBD business circle, Tongzhou, and Yanjiao and is superior in geographical position. Enterprises have settled in these stores earlier. Consumer spending habits in these stores have been formed and cultivated their own consumer customer groups; the old market has passed Some promotions are more attractive to nearby consumers.
僧 僧 僧 僧 僧 僧 è·¨ 抢 抢 抢 抢 抢 抢 抢 抢 å„ å„ å„ å„ å„ åœ¨ 在 在 在 在 在 在, å„ å¸‚åœº 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在 在Brands and profit guarantees began to transform into a large-scale transformation of the entire industry.
After many cross-border wood doors that mainly deal with flooring, cabinets and furniture, in March, Wrigley opened a cabinet independent store behind the East Fourth Ring Red Star Macalline, claiming to compete with its peers in terms of quality. From the United States Kohler bathroom also announced the entry into the cabinet market, its new cabinets at the end of the year focus on "personality and life."
It is understood that Wrigley cabinet is not only promised three-year warranty, but also that if the consumer finds a problem, as long as it does not involve excessive hardware maintenance costs, over the warranty period is also maintained, and does not charge labor costs; Kohler cabinet new products will be attached Zhang's exclusive "ID card" records relevant consumer information. Once someone is repaired, the after-sales staff can quickly obtain all information about the cabinet through the "ID number" and improve after-sales service efficiency.
Insiders in the home furnishing industry said that behind these two bathroom companies’ moves, they are actively exploring a sustainable development path for China's cabinet industry. The cabinet industry is a new area after the market has been subdivided with consumer demand, and has always faced the erosion of the edge areas such as kitchen appliances and home improvement. Especially when more and more hard-packed rooms form the trend of the kitchen, the old cabinet-building companies will have a greater impact in leading the trend of consumer demand.
The increase slowed down the sinking channel to the online “gold rushâ€
In 2012, the building materials companies were trapped in all directions. While struggling to seek breakthroughs, they have chosen to slow down and ensure that the sales have been developing steadily, and that they have become more diligent. With the acceleration of the process of urbanization in China and the rapid increase in the delivery of affordable housing, living standards and spending power, the third- and fourth-tier cities have entered a period of rapid development. The development of the third and fourth-tier cities has become a “rescue†for the breakthrough of building materials companies. .
In the bathroom industry where the channel is king, who successfully occupied the third- and fourth-tier cities will have a good chance of further development. The channel construction of sanitary ware companies such as Zhongyu, Jiumu, Brilliant, Shenluda, and Huida caters to the needs of the third and fourth-tier markets and quickly enters and continues to plunge. At the 11th SouFun Annual Meeting, Wang Yanqing, general manager of Huida Ceramics Group, stated that “in 2012, we will actively deploy the 34th-class market to capture the retail channels of sanitary household products through the model of Huida’s online shopping mall and Huida’s household hall. , to create Chinese-style IKEA home." Kahler Asia Pacific President Yan Jiaming also stated that the market space of the second and third tier cities in China's future residential market will be very large. It will pay attention to and vigorously develop the business of developing second- and third-tier cities in an effort to seize market opportunities.
Large scale, strong capital and technical strength, coupled with a high reputation and a broad market developed earlier, the first and second-tier brands have achieved significant results in channel sinking. For the smaller and newer building materials enterprises, the competitiveness of first-tier and second-tier cities is weakened. In this regard, the three-four-tier market and the county-level market have become the focus of competition among these enterprises.
In addition, the opening of online channels has become a way for building materials companies to open up new channels. Chairman of the TATA wooden door, Wu Chenxi, commented on the rapid growth in e-commerce business performance. “TATA wooden door e-commerce store opened in 20 days during the trial period, and created a new high in the history of TATA wooden doors. The transaction amounted to 1,890 in 20 days, which is equivalent to A year's promotion of a certain series of wooden doors in 2010."
For the development of e-commerce models for home building materials companies, Huang Weiye, president of the Shenzhen Furniture Association, stated that e-commerce is a future marketing trend and that companies can only follow trends. Undoubtedly, e-commerce is also a good medicine for home building materials companies to bring new market excitement.
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