Multi-factors trigger industry reshuffle
From the domestic aspect, the frequent introduction of regulatory policies affects the layout and internal structure of the home industry. The new five articles and a series of local rules have been introduced, which has caused real estate consumers and investors to enter a “wait and see period†after a brief outbreak. Geographically, the five new countries have different effects on home buyers in different regions. Household consumption in first-tier cities just needs to show certain suppression characteristics, while improved consumption has improved; while household consumption in second- and third-tier cities and small and medium-sized cities has been stimulated to be released.
On the international front, the pressure of RMB appreciation has brought about a big impact on export-oriented home furnishing enterprises. According to relevant media reports, the spot exchange rate of the RMB against the US dollar once again approached the daily limit of 1%. According to data released by the China Money Network, the central parity of the RMB against the US dollar was 6.2072, down 56 basis points from the previous trading day; while the spot exchange rate was highest at 6.1455, up 0.99%, “only 3 basis points away from the daily limit of 6.1452†. At the same time, Western countries have launched trade barriers against Chinese furniture, which is aggravating the export.
All of the above are actually accelerating the internal "shuffle" of the home industry. Some small stores and some small home workshops will become more and more difficult to survive in the tide of competition. The pattern of “multiple strengths and factional division†in the home industry has already begun to take shape.
The market implies "scissors difference"
In terms of household consumption, in the first half of 2013, the home furnishing industry had “expectations and signs of getting out of the cold winterâ€. According to the Nanfang Daily survey: In March of this year, all major supermarkets felt the market's recovery. Many of the store's responsible persons said that during the “May 1st†three-day holiday, the store traffic and transaction volume increased significantly compared with the same period. Individual stores are doubled in cash
However, in the seemingly comprehensive warming of the home market, there is a “scissor difference†for supply and demand. First of all, it is the “promotional aesthetic fatigue†caused by high-density festivals. The sales of these merchants seem to be gradually increasing, but the demand for consumption has experienced seasonal stagnation and saturation. From January to May 2013, the home market is generally higher than the previous year's promotion in the fiery “everything must be promoted†trend, which stimulated certain domestic demand and also led consumers to “promotionâ€. The sensitivity is reduced. In some areas, the "pseudo-promotion" scandals such as "first price increase and price reduction" and "price falsification" have made consumers' consumer confidence in the home market decline. Secondly, the frequent occurrence of “quality gates†has caused consumers' desire for home consumption to decline further. Moreover, it is a dramatic adjustment within some home furnishing companies. For example: layoffs, factory changes, production changes, etc. This has caused consumers to worry about the quality of the original home products.
Home "electric shock" is not refundable
From the structure of the home industry. In the first quarter, home furnishers once again experienced a more intense adjustment of “e-commerceâ€. For many home furnishing companies that have not yet involved e-commerce, in the first quarter of 2013, they still seized the opportunity to implement their own “online†strategy. During the month of March, 12 home furnishing companies that originally helped IKEA foundry jointly announced that they would prepare to hold a group. Go to the Ali Group's Taobao, Tmall and other platforms to find a suitable e-commerce development model.
For the home business of Merlot's home network, Shangpin home delivery, etc., it is to further adjust their own layout structure, such as the Red Star Macalline online platform, re-installed after the revision at the beginning of the year. In addition, home buyers such as Red Elm and Qumei have also established their own online platforms.
Although both the academic community and the industry have been cautious about the “electric shock†of home buyers, it does not seem to stop the continuation of this boom. However, such “stuck†electric shocks from home furnishing companies have also caused some companies to worry about the future of the industry.
Melaleuca and other home e-commerce forces
In addition to the home furnishing enterprises that are constantly advancing the process of “e-commerceâ€, the existing power of home e-commerce has become a hot spot in the home market in the first half of 2013.
Melody Home Network is one of the earliest companies involved in home e-commerce in China. It relies on its own research and development of home-owned brands and O2O dual-platform operation mode, and has won a certain market share in China's home furnishing industry.
In the first half of 2013, Melody Home Network re-emerged in the existing corporate structure and scale. On the one hand, it began to expand its business on the existing platform. While selling home products, Melody Home Network has also begun to expand “one-stop†service projects such as home improvement and furniture customization. Established a relatively complete home service system. On the other hand, it is a rapid expansion of the platform under the Melaleuca line. According to statistics, Melaleuca has established the first “one-stop†home plaza in Haier Group in Qingdao with the world's largest home appliance supplier Haier Group in the foundation of more than 100 experience halls in 2012. The square began the exploration of “one-stop†home service. By the end of April, the total number of Melaleuca home experience pavilions in the country began to rise sharply. In just one month, Beijing, Hebei, Henan, Shandong, Shanxi, Jiangsu, Sichuan and other places, a total of 16 new Melody Le Home Experience Museum launched, unveiled the previous industry speculation of Melaleuca 2013 The prelude to the "outbreak". As of press time, the total number of Merlot's home experience museums has reached 159.
In marketing, since May, the various promotions of the Melody Home Network have come to the fore. A few days ago, we can see on the official website of Melaleuca that the wave of promotion with the theme of “World Family Day†has come to a close. Previously, the “0 yuan home improvement design†activity of Melaleuca in Shenzhen and Chengdu continued to be as it is today, and it is very hot.
In fact, in addition to Melody, including the "Grand" e-commerce companies such as Gome, Suning, Tmall, Jingdong Home Mall, etc. also frequently operate during this period of time. The situation and heat of the force can be seen.
Market outlook for the second half of the year, rebuilding consumer confidence is the key
One month in the first half of 2013 is about to become a thing of the past. From the current situation, the home market is in a process of steady recovery. If there are no changes in policy, finance, etc., I believe that in the second half of 2013, home consumption will be accompanied by a summer vacation, the “Golden September and Silver 10†real estate season and some festivals have a significant rebound.
When talking about this issue, the relevant person in charge of Melody told reporters that although the market is expected to be good, Melaleuca is also optimistic about the home market in the second half of 2013, but rebuild consumer confidence in the market, this It is the key to the second half of 2013. Because from the experience of Merlot itself, the consumer market is a two-way whole, and it is indispensable. At the moment, the home market is a very typical buyer's market at the end. On this issue, the initiative of Melaleuca is to strengthen its own CQ (quality inspection) for all aspects of the product control, and improve the level of supporting services, improve Melody as O2O home e-commerce in the service and logistics links The advantages. Thereby winning the trust and support of consumers.
In short, with the development of the economic level and the improvement of people's living standards, household consumption is no longer an hopeless and inaccessible altar, and it is increasingly becoming an ordinary part of people's lives. Establishing a good and healthy home market atmosphere should be the common aspiration of home buyers and consumers.
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