Real estate industry predicts that the real estate control policy in 2011 will not be relaxed, and the possibility of overweight is not ruled out, and the transaction volume in 2011 will basically remain at about 100,000 sets. For the future home furnishing market, Chen Jinlin, chairman of Minlong Ceramics headquarters, predicts that the home furnishing market is expected to pick up again in mid-2011. However, the president of Yifeng Wen Shiquan believes that pure commercial housing is greatly inhibited by the property market regulation, and the demand for homes after the entry of affordable housing into the market must also appear at the earliest by the end of this year. "The fastest market improvement this year will be at the end of 2011." Industry insiders generally believe that at least the market will be very cold in the first half of 2011, and it remains to be seen how the market will be in the second half of the year. No matter how the real estate needs are immortal, so the hope for the market to pick up is still strong. The "tragic reminder" of 2010 has passed, the new year has come, and let's see how home furnishing companies plan 2011.
"Beijing can't go outside"
Home Furnishing Enterprises Copy Successful Production and Marketing Models for the National Market
In the past, Beijing home furnishing companies were often in short supply in the capital market, but today, the downturn in the first-tier city market has caused various companies to start paying attention to the second and third-tier markets. The gains in the foreign market have greatly exceeded expectations, especially in cities with real estate prices of around 5,000 yuan per square meter, the real estate transaction volume is large, and the purchasing power of household products is very strong. It is reported that Guoan Jiamei will continue to adjust the overall layout of the country next year, and is very confident in the national market outside Beijing next year. It plans to increase the number of stores by 50% in the terminal sales channel in 2011. Cui Yi, deputy general manager of Guoan Jiamei, said that the new production and sales channels tested in the Beijing market in 2011 will be implemented in conjunction with national distributors.
The market demand in 2010 showed new changes: the high-end and low-end consumer groups grew, and the most negatively affected was the "dumbbell" shape of the mid-end consumer market. With the continuous implementation of real estate regulation policies, this dumbbell shape also Will continue, even increase. Therefore, the next goal of the Building Materials Trade Building, which has always been stationed in Beijing, is to copy the existing model to the national market. According to Li Ming, general manager of the Building Materials Economic and Trade Building, the "building trade model" has entered a stage of mature price comparison. We will go to some major provincial capitals, including large cities such as municipalities. "
"Store sales are low and new channels are developed"
Home furnishing companies actively seek hidden channel marketing
Due to the sudden decrease in the number of real estate entering the market after the introduction of real estate regulation policies, many companies have recently gradually increased the "concealed channel construction". It is reported that Peugeot will increase cooperation with decoration companies in 2011. Wu Chenxi, president of TATA Wooden Doors, revealed that the future cooperation between TATA and developers will reach 40% of the total output value. "Full decoration" in the real estate field is also a key development area of ​​the home furnishing industry. In September 2010, Red Star Macalline (see map) led home furnishing companies to discuss hardcover cooperation with real estate developers. Consider one.
"No one does not necessarily go shopping on the street"
Panel furniture may become a "breakthrough zone" for online sales
The success of Qumei's online marketing in 2010 can be said to have greatly shocked the home furnishing industry. The online marketing that has been said before but has not been done has returned to the plan of the home furnishing company's CEO. Although different specific marketing models for various sub-sectors have yet to be explored, home furnishing companies have indeed begun to take the "first step". Chengwaicheng is creating China's first home furnishing store "online group buying base". Liu Yang, general manager of Chengwaicheng home improvement building materials, revealed that the construction of online shopping malls will be a major focus within the next year.
Only five years after the birth of Anmeng Sanitary Ware, this year, it has frequently attacked with the industry's "dark horse" posture. "A win-win option. Many other products are now very popular on the Internet, and the furniture industry has been paying attention. Peugeot Zhu Guangyu believes that the easiest breakthrough point may be the urethane panel furniture, especially with the technical improvement and upgrading of the quick-install hinges, this method will soon be rolled out in panel furniture.
The factory is going to be demolished? Not a bad opportunity
Due to the introduction of the policy to develop Nancheng, many furniture companies have recently moved to new locations, and most companies will also take this opportunity to update their equipment and expand production capacity during the process of moving to new locations. Many companies are also building factories out of development needs. Qumei Shunyi's sixth largest production base covering an area of ​​500 mu will be put into production in 2011. Yifeng's 600 mu new production base in Hebei is also in the process of intensive construction. The relocation of Ronglin Shijia's new factory is coming to an end ... It can be imagined that there will be a big change in the production layout of Beijing furniture companies in the next 1, 2 years The main feature is the transfer from the south to the east, and from the capital to the Hebei area nearest to Beijing.
"You make production, I make brand", different professions have different ways
Recently, many large and small home furnishing companies are establishing a close ecological chain. Industry insiders believe that more OEM companies will emerge in the future, especially OEMs with lower risk management components will become the choice of more companies. This new The production supporting model will be widely copied. Especially in the wooden door industry, large brand orders have been scheduled to June, and it is difficult to supply the factory at full load, but small brand enterprises are struggling to sell and cannot be sold. Therefore, large companies make brands, set standards, and small enterprises do production. It has become a win-win and even win-win choice with consumers.
Integrated independent stores quietly bloom
Furniture companies have also begun to appear integrated stores: Chanel Livable, an American furniture agent of Jinxiu Group, will officially open in 2011. The top 100 integrates all products of the top 100 and integrates dozens of foreign furniture brands. It is also under intense preparations. Although the positioning and style of Beijing brand home improvement companies are different, the choice to open a large store has also become a common manifestation of the home improvement industry. Shili, the North Fourth Ring Road, East Fourth Ring Road, there have been more large home improvement company information furnishings, all in http://news.gojiaju.com/
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Shops appear in the eyes of consumers, and industry insiders believe that this phenomenon will become more apparent in 2011.
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