In March of this year, the “Eight Square Dragon†lighting city, which is located in Beijing’s West Fourth Ring, has turned into a flower and bird market. In Beijing alone, the number of home building materials that closed down in half a year has reached eight. During the visit, the reporter found that the home furnishing industry in Jinan was affected by the big environment, and the turnover decreased, but the degree of impact was significantly lighter than that of first-tier cities such as Beijing.
Jinan home market is generally stable
The National Building Materials Home Furnishings Index shows that from January to June, the sales value of enterprises above designated size in the national building materials industry was 2.5 trillion yuan, a year-on-year increase of 16%, and the growth rate dropped by 25.2%. Its main products, cement, glass, ceramics and building materials, have fallen into a trough. In the building materials home market, the cumulative sales of building materials stores above designated size in the country from January to June was 553.93 billion yuan, down 7.66% year-on-year. Meng Guoqiang, president of the China Building Materials Circulation Association, believes that “the performance of the building materials and home furnishing industry in the first half of the year was much weaker than last year, and real estate regulation and control is crucial to its impact.â€
At 11:00 on September 20, the reporter found in the Da Ming overall home square located in Beiyuan Street that there were fewer customers in the entire home plaza, but there was no situation in which the business owners had to withdraw the cabinets. At 11:00 am on September 27, the reporter found similar situation in the Ouyada home Jinan Beiyuan store. A staff member of Daming Home said that although the Jinan home market is also affected by real estate regulation, the overall impact is not large. Most of the houses purchased by buyers are ordered in previous years. The total number of citizens who stayed in new houses in 2012 did not appear too large. The fluctuations, therefore, Jinan's home market business volume has declined, but overall stable.
Blind expansion leads to increased vicious competition
For the “downturn†in the home market, industry analysts believe that real estate regulation is only an external cause. The main reason for the “closed tide†in Beijing's home building materials industry is that the blind expansion of domestic building materials and home stores has led to intensified vicious competition. Statistics show that the total area of ​​building materials and home furnishing stores in the country has exceeded 40 million square meters. Among them, Red Star Macalline has a total store area of ​​about 6 million square meters, while the German home store has a total area of ​​only 5 million square meters. The number of stores under Red Star Macalline has grown at an average rate of about 10 per year. Currently, there are more than 100 stores nationwide. According to its plan, by 2020, Red Star Macalline will open 200 stores nationwide. The total area of ​​the store of the actual home is currently more than 2 million square meters.
In this regard, a business owner of Daming Home told reporters that its Hong Kong brand home has opened several branches in Jinan, and the overall operation is in good condition. Although the home market in Beijing and other places has been closed down, the headquarters still hopes that the brand can There are several other branches in Jinan. “Beijing is a first-tier city, which is different from Jinan.â€
Network channel sales have risen significantly
During the Mid-Autumn Festival and the National Day "double festival", while the major stores carefully arranged various promotional activities, the new channels of home building materials sales --- network home building materials sales also made a good start, sales increased significantly. "Home building materials are a hard demand, and today's people will choose a cheap and inexpensive shopping method. The cakes are small, but the cutting methods are different. The online shopping channels are divided into a larger one." Ms. Yu Liping, General Manager of Jiawang Building Materials Department, said. With its unique price advantage, space advantage and consulting advantages, the network marketing channel simplifies the distribution process, allows the merchant's products to get more display space, and provides consumers with more comprehensive shopping guide services and rational shopping possibilities. (Reporter Cui Yunfei)
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