In 2011, which was called “the most severe winter in history†by the home industry, with the reduction of the rigid demand in the upstream real estate market, the home decoration market also faced a situation of “more porridge†in 2012.
On February 6th, at the annual meeting of Jiahe Decoration, Qian Junxiong, the president of the group, said that the reduction of the overall market means that the competition will be more intense. At the same time, the competition between high-end brands and low-end brands will also form a more intense competition this year.
In 2012, the field 僧 porridge and less home circle open year group promotion
Home improvement stores and decoration companies have started a new round of sales wars in 2012. Recently, reporters have seen in major stores that merchants have launched New Year special cards to attract owners who are ready to decorate. It is understood that some building materials brands also launched related promotions this week, such as the 1.8-meter large mattress of Langsa furniture, the original price of 2306 yuan / Zhang, the special price of the new spring 999 yuan / Zhang, the six major theme series full 1000 to send 1000 Wait. At the same time, according to the reporter's understanding, home improvement companies have also taken steps to reposition and adjust in the new year.
A number of industry insiders said that the wrestling of market stakeholders will become more complicated and deeper in 2012, and the industry's shuffling and innovation will also drive into the fast lane driven by the complex market “wrestlingâ€, at the same time, the fierce market. The market will make the strong stronger.
Home improvement market segmentation will be more thorough
As the home improvement industry that affected the hardest hit by the property market, many thoughts and explorations were carried out in 2011. These measures have also become the direction for the advancement and development of various companies in 2012. The home improvement company will thoroughly segment the market this year and highlight its distinctive advantages.
The industry believes that home improvement enterprises should respond to market changes, should identify their own market positioning, segment the market, realize differentiated operations, and specifically target a certain level of consumer groups, which is conducive to deepening the products and services. In the case of shrinking market consumption, to respond to policy and market changes, companies must be good at themselves and make special features.
The opinions of the industry insiders all indicate that the differentiation of home improvement companies in 2012 will be more obvious and thorough.
The "leading" status of the store will be challenged
In April 2011, the “America's Yaping Bofe Integrated Home Furnishing Hall†was integrated into the Hongqi Furniture Bamboo Leaf Mountain Store. In November, the first eco-home building material city, Hefu Jinsheng, rose strongly in Wuchangnan. In December, Wuhan Red Star Meikailong Expo Home The square held a grand foundation laying ceremony in the Qiaokou District. Although the property market policy has made the entire real estate market unsatisfactory, the home market is full of flowers everywhere. It can be described as “hotâ€, and at the same time, industry integration is beginning to emerge.
While the store has a large amount of resources, the fierce competition between stores, the contradiction between “expansion†and “expansion†between stores and brands, and the rise and excavation of various new channels have all become considered in the operation of the store in 2012. problem. In a forum, an industry veteran said that with the improvement and deepening of the home improvement company and the brand's self-operated channels, the advantages of the store channel in 2012 may continue to weaken, and the “leading†advantage of the store will accept more severe challenges.
Competition in the second and third tier markets is heating up
Since the regulation of the property market, the booming trend of the home market in the second and third tier cities has given the public home enterprises high hopes for their future development. According to relevant information, the impact of the purchase restriction in second- and third-tier cities is far less than that of first-tier cities. The future development speed and range of the home market are better than those in first-tier cities such as Beijing and Shanghai, and the rigid demand is also very large.
Many brands including Qianchuan Wood and Nature have increased the layout of second- and third-tier cities. A home brand marketing manager said that the market gap in first-tier cities is becoming narrower, so second- and third-tier cities are not only the territory of brand intensive cultivation, but also 2012. The focus of the attack on the city.
Second- and third-tier cities have their own potential for consumption. In addition, enterprises are actively deploying regional markets and channels to slow down. In 2012, the main battlefield will gradually shift to second- and third-tier cities.
Market highlights give birth to "opportunities"
In the face of such an unfixed market, is there any new business opportunities in the home furnishing industry in 2012? In an interview with reporters, it is known that the direction of various companies seems to be very clear. Many industry insiders, including Langsa furniture, European cabinets, and iconic flooring, have locked their profit points in emerging channels. And "internal power" deepening.
The person in charge of the European cabinet said that in 2012, Europa cabinets will expand their own channels and follow up on “servicesâ€. A number of service indicators will be quantified and refined. The person in charge of the iconic floor said that the flooring industry will enter the “shrinking†year in 2012, and the icon will focus on the internal strength and strength. “Jumping out†from traditional store channels, expanding community channels and e-commerce channels to increase profit margins; “going out†from first-tier cities, vigorously expanding the home market in second- and third-tier cities to extend profitability, which is planned by many brands in 2012. The profit map is also the hope and highlight of the brand development in 2012.
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