The harsh winter brought about by the continuous macroeconomic policy adjustment has been passed to the building materials and home furnishing industry last year, making this once-normal development industry into a difficult transition. "On the one hand, the impact of macroeconomic policies is transmitted to the industry. On the other hand, the industry consolidation brought about by the substantial expansion of the circulation industry in the home industry is also squeezing the overall profit." An industry source pointed out. For small and medium-sized enterprises that are not brand-competitive, “30%-60% of the decline in turnover is very commonâ€.
Last year's "May 1" became a turning point
As a downstream industry of real estate, the home building materials industry is extremely affected by the policy. “Although the output value of enterprises above designated size increased by 24.98%, the growth rate was 4% lower than that of 2010.†Recently, Zhu Changling, chairman of the China Furniture Association, introduced the development of China's furniture industry in 2011 and pointed out that the market was still hot in March and April last year. The impact did not appear. After the May 1st holiday, the merchants began to show signs of uneven heat and cold. According to the statistics of the Bureau of Statistics, from January to August 2011, the retail sales of furniture enterprises above designated size increased by 30.6% year-on-year, of which the growth rates in June-August were 35.8%, 33.1% and 29.5%, respectively, and the growth rate gradually declined.
In the IKEA, which has been crowded with people, the reporters also felt that the flow of people was significantly reduced. "There is almost no empty seat in the sofa area, but now you can sit down at any time." In the Guangzhou store of IKEA, a salesperson admitted to the reporter. The sharp decline in the flow of people. An industry insider who did not want to be named told reporters that this year for home furnishing enterprises, “no loss is profitâ€, for small and medium-sized enterprises that are not competitive in brand, “30%-60% of turnover declines. very common."
The macro environment continues to “deteriorateâ€
In addition to continuing to implement stringent real estate policies, consumer demand is declining, operating costs are rising in an inflationary environment, external exports are frequently barrierd, and competition in the domestic market is escalating. This is another major challenge for home furnishing companies and distributors. “The sharp decline in passenger flow mainly comes from several factors.†Zhong Haizhou, assistant to the chairman of the Federal Home Office, told reporters that the first is the transmission power of real estate policy, which began to appear in the second half of last year. On the other hand, it is the circulation channel and the rapid growth of the store. Expansion, diluting the consumer flow. In addition, the decline in operating income in the data is also related to the rapid development of the home industry driven by real estate before 2009. “There was a short-term financial crisis around 2008, but the home industry has always been a stage of heavy volume growth.â€
Can 36 million affordable housing save the market? "From the start of construction, to the final inspection of the building, the process is quite long." The above-mentioned insiders told reporters that due to the transmission effect of the upstream and downstream, he is not optimistic about whether the protection room can play a role in the home industry.
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