When the influence of real estate regulation and control gradually appeared in the household industry this year, when a large number of upstream building materials manufacturers caused a large-scale industry reshuffle due to overcapacity, both the home market in Hangzhou and the building materials agents are facing difficult choices. Recently, the home city of Wuchang, which is located in the west of the city, has heard news: the original total area of ​​120,000 square meters, divided into building materials, furniture and two independent home towns, will use 1-2 months to significantly adjust the museum. After verification by reporters and merchants and insiders, the home city after the building materials brand has been greatly reduced will be “combined†with building materials and furniture to operate in the 60,000-square-meter area. After the other 60,000 squares will be re-planned, the transformation will attract other industry projects. Entering.
The most violent Wei Tao dealers first "brake"
Bathroom ceramic products are always placed in the most golden position of the entire building materials market. Originally, it was the first category of 'brakes' in the building industry products, or the current brand of large-scale shampoo sanitary wares. In addition, the advantage brand in the hands of a few large agents continued to “assemble†in Hangzhou, an emerging Whether the comprehensive home market or building materials market can be successfully opened and recognized by the consumer market, the two years depend to a large extent on the success of the investment of the two major brands of Wei and Tao.
The importance of Weitao products has made it the "Olive Branch" in which the market has thrown all kinds of favorable treatments in the "speed war" of the number and scale of the Hangzhou home market competition. It is the first object that is enthusiastically sought after. For various reasons, Weitao agents have rapidly expanded the number of stores either actively or passively over the past two years. The agent who has been the most violent bathroom ceramics is also the first to "brake" this year.
2/3 building materials companies are operating at a loss this year
In fact, building materials manufacturers, including cabinets, flooring, sliding doors, etc., are slowing down the pace of opening stores this year. “For a building materials dealer, the cost of opening a new store in a new market is there, decoration, distribution, personnel, rent, add up to at least 500,000 to 1.5 million, so much investment, the return is unknown. "Multi-phased Weitao, cabinets, flooring, doors and windows and other brand building materials manufacturers told reporters after the calculation, the market rent increase, sales bleak, increased labor costs and other factors, so that this year's industry profits are being swallowed up by the cost, multiple building materials The industry's average profit margin has fallen by at least 10-15 percentage points. As reporters learned from more markets and merchants, about two-thirds of building materials merchants are at a loss-making status this year.
Slowing down the store or shrinking the storefront is undoubtedly a safe way to get through this year. Affected by the wait-and-see attitude of building materials agents, Hangzhou's new markets, which opened from the end of last year to this year, almost all suffer from short-term or long-term problems in the low investment rate, resulting in repeated delays in the overall market opening time.
The big shuffle may appear in the first half of next year.
In the Hangzhou Weitao industry, I have been playing for nearly 20 years. I have represented many building materials brands. Ni Jianyong, who has experienced many rounds of industry and ups and downs, feels that the current building materials industry in Hangzhou is experiencing the “darkness before dawnâ€, the most difficult moment. There may be a "first half of next year" that "has passed the cruelty of this year, but can't wait for the next year."
At present, the collapse of the overcapacity of upstream building materials manufacturers has already pushed down the “Dominoesâ€, and the excess layout of the home building materials market in many first-tier cities including Hangzhou has also revealed operational problems, building materials dealers and both. The role and reaction will inevitably also experience waves. Under such circumstances, brand building materials companies are better off retreating, retaining strength and watching.
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