At the end of the first half of 2013, it was time for home furnishing companies to submit the “period of the mid-term examâ€. According to the June data released by the Circulation Industry Development Department of the Ministry of Commerce and the China Building Materials Circulation Association, the national building materials home prosperity index was 108.10, a decrease of 1.01 points from the previous month and a decrease of 11.51 points year-on-year. Wang Xuanqing, deputy director of the Circulation Development Department of the Ministry of Commerce, mentioned at the inaugural meeting of the China Furniture Association Market Committee on July 18 that the cumulative sales of the national scale building materials store in the first six months of 2013 was 519.6 billion yuan, down 6.19% year-on-year. .
In 2013, the cumulative sales of domestic and above-scale building materials and home furnishing stores in January-June was 519.6 billion yuan, down 6.19% year-on-year.
A few happy families, some of the companies reported a "counter-day" trend
On the other hand, the 2013 semi-annual performance report released by Sophia, a company specializing in custom cabinets, showed a strong trend of “anti-marketâ€. From 1 to June, Sofia achieved a total operating income of RMB 631,214,900, an increase of 48.07% over the same period of the previous year; net profit of RMB 74,723,300, an increase of 46.43% over the same period of the previous year. This growth figure has envied many home furnishing peers. Although the semi-annual results of Shengda Forestry have not been disclosed, its previous pre-increased report shows that the company expects net profit from January to June to be between 2.96 million yuan and 4.09 million yuan, an increase of 30% to 80%. In contrast, the Dynasty Furniture report showed that due to adverse economic factors and market conditions, the Group’s operating performance in the first three months of 2013 decreased significantly compared with the same period in 2012. If the operating conditions continue to deteriorate, the loss may not be ruled out. . The performance of Del Home, which focuses on the flooring industry, is also clouded. In its 2013 report, the results show that the net profit of Del Home from January to June was 36.446 million yuan to 50.114 million yuan, up or down -20%~10%. . All kinds of data show that, despite the impact of the economic environment, the overall sales volume of the home furnishing industry has shown a downward trend, but there are many brand enterprises whose sales volume has risen against the market.
Although the overall data on the store situation has declined, not all stores have been wiped out. According to data from the leading company Red Star Macalline, sales of building materials in the first half of 2013 increased by 25% year-on-year, while sales of furniture products increased by 13.7%. “Stores, manufacturers, and distributors should think together about how to achieve win-win cooperation. Home stores need to clearly grasp the storefront positioning according to the characteristics of surrounding customers, and follow the development trend of the home circulation industry.†Wang Wei, Vice President of Red Star Meikailong Speaking of it.
Zhang Jing, general manager of Wanjia Light Decoration City, said that the overall sales of Decoration City maintained a small increase in the first half of 2013. "In the current situation that the Beijing home store market has become saturated and the competition homogenization phenomenon is serious, it is more important to do a good job of serving the service than to constantly explore and change the new model." Zhang Jing told Netease Home.
Markets have different emerging sales models that impact traditional markets
The reporter recently visited the major stores and found that some of the hardware and bathroom industry clerk frankly sold in the first half of the year is indeed unsatisfactory, "business is not good, plus in the off-season, less people come to buy things." The dealer confessed to the reporter; a bathroom brand clerk at Libao Decoration City in Baogang Avenue said that due to the unsatisfactory sales situation, since June, there have been a number of hardware bathroom products in the store to make special sales to stimulate sales.
When reporters visited the custom wardrobe brands such as Laoka and Yadan, they were told by the clerk that the sales volume of the store was steadily rising in the first half of the year. "We can do more than 30 single business in one month, and the best-selling model can even sell 20 orders a month." The Lauka wardrobe dealer told NetEase Home. "Now the Yadan wardrobe is preparing for the market, so the price of the 198 yuan / square super discount wardrobe is rushed. Now the monthly sales are very good. Even if the order is placed immediately, it will take 25 days to get the goods. The factory can't do it any time. The clerk of the Yadan wardrobe introduced.
According to industry analysts, the bathroom hardware industry started earlier than other home furnishing industries, and the competition of industry brands was fierce. In addition to the rise of over-the-counter transactions and e-commerce such as various “group purchase†models, the sales of the stores were affected to some extent. The custom home industry is a category that has emerged in recent years, and the market cake is large, so it is normal for such companies to be in the stage of rising sales.
According to the semi-annual performance report issued by Sophia, the leading wardrobe manufacturer, the reason for Sophia's growth in line with expectations is: 1. The original dealer network sales increased steadily. 2. New distributors were added during the reporting period. 3. Advertising efforts were invested 4. Increase the sales model of large-scale business users. According to industry insiders, in this environment, companies with clear business objectives and strong strengths will be more likely to maintain performance growth.
In the second half of the year, the families continued to fight against the market and seek sales growth.
Although the achievements of the building materials market in the first half of the year are different, but the companies have said that they will increase their horsepower in the second half of the year to seize the gold market opportunities in the second half of the year. It is reported that the magic weapon for brand enterprises to win is different. They will focus on the new season, market, promotion, service, brand and so on to capture the peak season market in the second half of the year.
New products are the most direct way to generate consumer interest. Lin Fulai, the marketing director of the Federal Gordon, said that the first half of the year was the off-season of the renovation, and usually only entered the real decoration season in the second half of the year, so the second half of the year was also the time for major manufacturers to exert their strength. In the second half of the year, the Federal Gordon will vigorously push the new series of modular series to seize the custom market as soon as possible.
In addition to the big hit "product card", there are also business main offline promotions. Shen Yeyong, general manager of Jiaxing Meiertewei Kitchen Co., Ltd., said in an interview with Netease Home News that the first half of the year's performance has increased by more than 40%, and sales have been overfulfilled. "In the second half of the year, we will continue to steadily and steadily, and promote the promotion activities of the city linkage." Shen Yeyong said.
"In the face of fierce market competition, gold-plated kitchen cabinets will also be more actively invested in the marketing war, not letting go of every marketing war and every market," said Yang Dong, director of marketing for gold-plated kitchen cabinets. At the same time, he said that in the second half of the year, the gold-plated cabinets will further strengthen the brand positioning and enrichment, while the products continue to make more products to meet different market customers.
In the eyes of Zhang Jing, the general manager of Wanjia Lighting Decoration City, the perfect store service system is more effective than all marketing. “Wanjia Lighting intends to upgrade the “no reason to return†service that is currently being implemented. At the same time, it is fully committed to creating a “Furniture Outlet Famous Brand Discount Store†to provide consumers with an economical and convenient home product purchase platform. Zhang Jing, general manager of Home Light Decoration City, told the Netease home reporter.
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