Leading companies will accelerate their expansion of the home market share will be more concentrated

Since the beginning of the “Best Buy” store in the beginning of the year, “Leng Qing Men” and “Guan Dian Men” were once staged in major first-tier cities in China. This led to the pessimistic argument for the future prospects of the home industry, which has recently become the center of public opinion. This argument believes that the home industry is currently under the dual pressure of global economic recession and China's economic downturn, it is difficult to get out of development difficulties. Leading companies will accelerate their expansion of the home market share will be concentrated However, the industry's leading companies have sniffed out the opportunities in the home industry. There are 3,600 sets of various types of affordable housing that will be handed over during the “Twelfth Five-Year Plan” period. The second chance is also a new growth point. Some building materials and furniture companies have seen sales growth of 30% to 40% this year. The home industry is now facing a new round of opportunities for rapid growth and growth. However, this round of development is not a pure expansion of scale, but through hard training "internal strength", improve the consumption environment and service level, and upgrade brand building. Leading companies are still expanding as early as the end of 2011, at the 11th China Economic Forum on the theme of “Global Recession and China Opportunities”, the most local voices of the economists Li Yining, Cheng Siwei, Ren Siling, etc. The world economy is bleak and bleak, which is probably the best time for China's economic restructuring to promote transformation. There will be two major changes in 2012: First, according to World Bank standards, China’s per capita GNI will enter the middle- and high-income group from the low- and middle-income groups; second, China’s urban population will exceed 50%. This will provide an important impetus for the expansion of domestic demand in 2012, especially to expand consumer demand, promote demand structure and optimize the upgrading of industrial structure. Judging from the global economic development trend in the first half of 2012, China is still regarded as the highlight of the 2012 world economy. Premier Wen Jiabao’s recent speech stated that China’s economic growth rate is still within the expected target range determined at the beginning of the year, and the steady growth policy measures are seeing results, and the overall economic performance is slow and steady. For the home industry, there are a lot of good news coming. First, there is still no rigid demand in the real estate market. After undergoing continuous regulation, real estate prices will be more in line with the income of buyers. In the past, the consumption power of the long-term suppression of high housing prices will be released, and eventually the housing transaction volume will increase in a period of time. Then there is the housing market. It is understood that during the “Twelfth Five-Year Plan” period, China will build 36 million sets of urban security housing projects, including 10 million sets in 2011 and 2012, and 16 million sets in the next three years. Will bring coverage of affordable housing to 20%. This is undoubtedly a major positive for the home industry. The second is that the second renovation also has huge market potential to be tapped. When the qualifications for buying a house were restricted and buying a new house became a luxury, many people turned their interest points to the original home for a new one. The share of renovation and renovation of old houses is also rising, which will become a new force for the home improvement industry. As far as the maturity of the home industry itself is concerned, after decades of continuous development, a complete industrial chain has been formed. It has perfect self-regulation ability and industry independence, and has limited dependence on the upstream real estate industry. Taking this year's "May 1" period as an example, due to the re-release of consumers' purchasing power and the fact that the company has adopted many preferential sales promotion measures, the sales of many building materials and furniture companies have increased, and some have reached 30%~40%. . The warmer market sales basically eliminated the pessimistic atmosphere of the industry since the beginning of the year. From the national strategic layout of the home chain stores, we can also see the industry's overall confidence in the market prospects. They have not slowed down the pace of expansion, and are extending their reach to second- and third-tier cities in all major regions of the country. For example, in the first half of 2012, Red Star Macalline has opened more than 100 stores with a store area of ​​more than 13 million square meters. Even IKEA, which has always been known for its low profile in China, has expanded its number of stores in Shanghai to three. As the Red Star Macalline Beijing-Shanghai and Southwestern General Manager Wang Wei published in the first half of this year: I found that many building materials companies, they are doing one thing is sinking channels.

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