In the memory of many people, from the furniture stores that only sold beds, chairs (chair decoration renderings), wardrobes and other standard parts in the 1980s, it seems that there are still hundreds of thousands of square meters of home shopping malls all over the country. How much time. In the past 30 years, the home furnishing industry has undergone earth-shaking changes in terms of industry scale, product segmentation, and industrial concentration.
According to data released by the China Furniture Association, in 1988, the national furniture production value was about 4.1 billion yuan; in 2007, the national furniture production value reached 540 billion; in 2010, it rose to 870 billion. For more than 20 years, the output value has increased by more than 200 times. "China has become a major country in the world of furniture production, accounting for one-quarter of the world's output, and exports are the world's number one. The industry's output value exceeded 1 trillion yuan last year, and the results are huge." In an interview with a media in 2012, the director of the China Furniture Association Chang Zhu Changling said.
It is not difficult to see that the home industry is playing an increasingly important role in the economic landscape, and this trend will be further strengthened. From the perspective of the existing industry scale, the home industry has the ability to develop independently.
Products are more subdivided and share is more concentrated
After more than 30 years of continuous development, the home industry segmentation level is getting higher and higher, the original furniture store has gradually evolved into a comprehensive home life square. Brands with considerable popularity and influence have also emerged in various segments, such as the icon of the flooring industry, the owner of the kitchen industry, the AS of the wallpaper industry, and the Wrigley of the bathroom industry.
At the same time, market concentration has further increased. According to the "2012 China Home Furnishing Industry Top 100 Research Report" jointly published by China Building Decoration Association and China Index Research Institute, the total assets of the top 100 decorative enterprises exceeded 2 billion yuan in 2011; the top 100 manufacturing enterprises in 2011 The assets reached 1.66 billion yuan, an increase of 19.15% year-on-year.
From the overall consumption situation of the home market, the market share of big brands has been increasing in recent years. Take the industry leader Red Star Macalline as an example. In 2010, its market share reached about 4%. After entering the 100-mall era in 2012, Its market share has further increased. For a long time in the past, no industry in the home furnishing industry has a market share of more than 1%.
Cooperation and win-win, cluster development
In addition to the industry's mass and market share distribution, the key to judging whether an industry can become independent depends on the industry's leading brands. The emergence of leading brands determines the capacity and quality of the market. Its strength and vision, mind and responsibility determine the stamina of a sustainable development of the industry.
The home circulation leading brand Red Star Macalline was founded in the 1980s. At the beginning of the development of the home furnishing industry, it was a time when the market environment was mixed, the enterprises were “more and more scatteredâ€, and the services were uneven. At that time, it was only a local furniture store, Red Star Macalline, who actively sought to break the industry.
Che Jianxin, chairman of Red Star Meikailong, believes that only by improving industry concentration, standardizing industry order, improving circulation efficiency, and improving the shopping environment, the home industry has a future. In the past 27 years, Red Star Macalline has been deeply cultivating the industry, with a model of “market-oriented operation and shopping mall managementâ€, from one store to more than 110 chain home malls across the country, from a small workshop of 20 square meters to more than 860 million square meters nationwide. Area; from some brand cooperation to the global 500 home brand aggregation, continue to grow bigger and stronger.
Take the left and right sofas as an example. Where is the shopping mall of Red Star Macalline, where will the distribution store of the left and right sofas be opened? Its chairman Dong Mingjun said that this cooperative relationship can be compared to the relationship between fish and water. The cooperation of time also made them "deeply felt the efforts of Red Star Macalline to lead the business to shape the brand, improve the management mode, and innovate marketing activities."
Active cure, enhanced risk resistance
In the past few years, due to the volatility of the real estate market and the instability of the overall economic environment, the household industry has also faced a severe test brought by the macro economy and the upstream and downstream markets. More and more mainstream home furnishing companies have begun to take the initiative to adjust their potential to increase their ability to resist risks by exploring potential growth points in the industry. Some enterprises have seized a series of policies such as old-for-new furniture, affordable housing construction, and new urbanization, and adjusted product layout and sales policies. Some stores have chosen to broaden their business scope and tap the “pan-home†demand, such as Red Star Macalline’s first home. The store operates lighting fixtures first, and opens the Lighting Expo Center in Beijing North Fifth Ring Mall.
According to relevant data released by the Consumer Promotion Office of the Beijing Municipal Commission of Commerce, from January to April this year, Beijing's retail sales of social consumer goods increased by 10% year-on-year, with household items and household appliances consumption increasing the most, becoming the first quarter consumption highlights. In the first half of the year, Red Star Macalline’s 115 shopping malls nationwide were also frequently reported. On March 23 and 24, the country promoted “two days†and achieved sales of 2 billion merchants nationwide. In May and 3, merchant sales exceeded 2.5 billion. The mark was significantly higher than the performance of the previous year.
The industry believes that the home industry has formed a complete industry chain, which has its own self-regulating ability and industry independence. The dependence on the upstream real estate industry is decreasing. In the past, the upstream real estate industry caught a cold and the downstream home industry immediately sneezed. The situation will be less and less in the future.
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