After entering March, various exhibitions and promotional activities have also heated up the entire home furnishing market, but compared to the same period last year, it was slightly flat. Stepping into April, 2014 has passed a quarter. For the home furnishing industry, the past three months have ushered in the market's first "peak" this year. The heads of many companies such as home furnishing stores, home improvement companies, and the furniture industry said that the output value of the company in the first quarter of this year was basically the same as that of the same period last year. In the case of a decrease in the number of new houses entering the market, maintaining the existing channels for intensive cultivation has become the main way to increase consumption. Relevant experts said that after May, as the number of new houses entering the market increases, the home market will "slow up".
Recently, the Department of Circulation Industry Development of the Ministry of Commerce and the China Building Materials Circulation Association jointly released the National Building Materials Home Furnishing Boom Index (BHI) in February. The index showed that February sales of building materials home furnishing stores above designated size were 63.9 billion yuan, a decrease of 12.91% from the previous month; Cumulative sales from January to February were 137.6 billion yuan, a year-on-year decrease of 2.45%.
Relative to the sales of 73.4 billion yuan in building materials home furnishing stores above designated size in January this year, from the data released by the BHI index, the home furnishing market may continue to decline in 2014.
Qin Zhanxue, executive vice chairman of the China Building Materials Circulation Association, said: "The overall real estate environment is affected by the seasonal off-season. House prices have remained relatively stable in January and February, and the building materials and home furnishing market has also been affected. (Newly built) The average residential price was 10,960 yuan / square meter, a month-on-month increase of 0.09%, which was affected by factors such as the tightening of lending by some banks and the downward adjustment of house prices in individual cities. House buyers continued to increase their wait-and-see psychology, and the building materials and home furnishing market was frustrated In addition, in the first half of February, the major building materials and home furnishing markets were still immersed in the Spring Festival atmosphere, and the post-holiday opening time was later, so the overall sales fell again in February. It was lower again in January. "
Although the BHI index for March has not yet been statistically announced, Qin Zhanxue said that there may not be a greater improvement in March. He said: "March is the beginning of the peak season for home consumption, but it has not yet reached its peak. But from the overall environment, this year's market cannot be too optimistic."
The consumption growth of Beijing's home furnishing market in the first quarter was not outstanding. The sales of stores, home improvement companies and some furniture and building materials brands were mostly flat compared with the same period last year. Since there is a "3 · 15" theme in March, "holiday consumption" continues. Industry insiders also said that the consumption of solid wood products featuring health, environmental protection, and fashion has increased significantly. Under the "just-needed" consumption trend, the renovation of old houses, the purchase of health, and the pursuit of quality have become the theme of home consumption in 2014.
According to industry analysts, in the "no promotion, no sales" home market, this year's promotion has changed slightly from previous years: the price war has been reduced, and the marketing theme and content have been more innovative. For example, the “Focus on Public WeChat and Red Packet Engagement†event held in February by House of Actuality, and the “7 Series Overall Home Improvement†held in Bologna in March, launched the “scream-level†environmental protection concept. Wang Ningning, deputy manager of the operation and management department of the home, said that through policies such as clear prices, the prices of products in the home industry are becoming more and more transparent, and price wars are not the best marketing method. "Interesting marketing activities add to the fun of consumption, let people walk into the store and see that it is not cold building furniture, service, characteristics become the key to brand competition."
Zhu Changling, chairman of the China Furniture Association, said that from the recent Guangzhou Furniture Fair and Shenzhen Furniture Fair, the "Made in China" furniture industry presents new characteristics: design, technology and intelligence. He explained: "The emergence of some new technologies and new materials is the development direction of the industry this year. From the propaganda of merchants, you can feel the prevalence of environmental protection. Not only product environmental protection, but also the efficiency improvement brought by technological innovation and production environmental protection. The upgrading of the entire industry will be the new direction of industry development this year. "
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