In the second half of 2014, the national real estate market continued to be depressed, and it may still be in a weak state in the second half of the year, so the market returned to a rational development trend. As the market becomes more and more mature, more and more shopping malls begin to sink their channels, and shopping malls have officially sounded the clarion call to dive into the secondary and tertiary markets. The national building materials and home furnishing prosperity index (BHI) is jointly released by the Circulation Industry Development Department of the Ministry of Commerce and the China Building Materials Circulation Association, which to a certain extent reflects the prosperity and market trend of building materials and home furnishing terminal stores. BHI data in the first half of 2014 showed that the cumulative monthly sales of building materials and home furnishing stores above national scale was 530.2 billion yuan, up 2.03% year-on-year from 519.6 billion yuan in the first half of 2013. Although there was a slight increase, according to the data of the National Bureau of statistics, the national real estate development investment was 3073.9 billion yuan in January this year, with a year-on-year nominal increase of 14.7%, and the growth rate was 1.7 percentage points lower than that of the month
the index fell, and the household industry returned to rationality in the second half of 2014.
throughout the first half of 2014, the tightening of credit and poor market expectations led to a significant drop in real estate demand in the first half of the year, and the national real estate market continued to be depressed. Therefore, in the view of Qin zhanxue, executive vice president of China Building Materials Circulation Association, the current national building materials home furnishing market as a whole continues to be weak, reflecting the closeness and lag of the building materials home furnishing market affected by the real estate market. From the specific data, the cumulative sales of building materials and home furnishing stores above the national scale increased slightly, but the trend of BHI slowed down as a whole compared with the same period last year. The purchasing power index of its sub index was in a negative growth state every month, and the manager confidence index was still low in June, and the market is still not expected to be good in the future. By the end of June, inventories in major cities across the country had continued to rise, and inventories in many places were close to the highest level since 2010. Therefore, destocking caused by oversupply will still be the main tone of the market in the second half of the year. Therefore, some analysts believe that the rigid demand trading volume of the real estate market will always exist, the transformation demand of stock houses is also slowly releasing, and the building materials and home furnishing industry will not collapse, but it may still be in a weak state in the second half of the year, and the market will return to a rational development trend
channel sinking, from verbal call sign to personal
channel, has always been a battlefield that home stores strive to compete for. In the past, the channel fighting of stores in the first-line market has been shirtless. As the market becomes more and more mature, in order to maintain its market position, stores have to invest huge resources. In front of the increasingly heavy cost of universal experimental machines with single space structure, the profit is getting thinner and thinner, This also puts heavy pressure on the stores. Therefore, more and more stores began to sink their channels. In the past, many shopping malls still stayed in the stage of shouting slogans and raising the flag, but now, shopping malls have officially sounded the horn of diving into the secondary and tertiary markets. Although the second and third tier markets represent different consumption levels and consumption psychology from the first tier markets, there is no doubt that the consumption potential of the third and fourth tier markets is huge, and the same is true for household consumption. According to a recent furniture consumer market survey report of the Sichuan chamber of Commerce for import and export of furniture, home furnishing stores in southern Sichuan, Eastern Sichuan, northern Sichuan and other places are mainly local. The management and promotion of these stores are weak, and consumers' demand for branded home furnishing products has increased, while some well-known brands cannot integrate with local stores. At this time, a number of professional medium and high-end stores are needed to gather industry resources, We will adopt the positive list mode of positive list to play the comprehensive advantages of brand management and stimulate local consumption
on April 2, red star Macalline Chengdu Jinniu store and Neijiang sweet city store jointly released an investment invitation meeting, officially opening the strategic prelude of red star's battle for the second tier cities in Sichuan. Wang Wei, vice president of Red Star Macalline group and general manager of Beijing Shanghai and southwest regions, once said that red star attaches great importance to the development of Sichuan, and its strategy for greater Sichuan will take Chengdu as the core, covering Sichuan prefecture level cities and even the top 100 counties in the national economy. At present, red star Macalline has signed 10 projects in Neijiang, Nanchong, Mianyang, Deyang, Bazhong, Suining, Yibin and other cities. As a super large home furnishing chain organization with more than 60 branches and annual sales of more than 20billion in major cities across the country, incredibly home also officially expanded its strategic plan for Sichuan Province, Chongqing, Guiyang and other places this year, and said that in the next 35 years, the chain scale will reach more than 12. Recently, Deyang store has opened an investment promotion conference and is expected to officially open in late September, Ziyang store has also officially signed a contract to expand to the high-end behind the industry driven engine. In 2014, affected by the economic situation at home and abroad and the national real estate regulation policies, Sichuan furniture industry is ushering in a new inflection point. Today, the main business income of the furniture industry in the western region has accounted for 10% of the country, exports accounted for 3%, imports accounted for 5%, and still maintained a good momentum of development. According to the latest statistical data of Sichuan furniture industry chamber of Commerce, in 2013, the total output value of Sichuan furniture industry was 83.838 billion yuan, an increase of 10% year-on-year; In the first half of this year, the total output value of furniture in Sichuan was about 44billion yuan, with a year-on-year increase of about 8%, both ranking in the forefront of the growth rate of the national furniture industry. At present, Chengdu alone has more than 5000 furniture manufacturing enterprises in the whole industry chain, forming a furniture industrial park centered on Chengdu, with Xindu, Chongzhou, Pengzhou, Ya'an, Jiujiang, Pujiang and other places going hand in hand. Many manufacturing enterprises have also begun to transform from manufacturing to creation, and gradually move towards the high end of the industry
under such an industry background, although the market is still shrouded in some depressed emotions, However, based on the semi-automatic pneumatic clamping device in the furniture industry, the major shopping malls have turned to the semi-automatic pneumatic clamping device; Computer automatic control of landing height and lifting of falling hammer; The electromagnet automatically catches and upgrades, and still firmly takes the step of expansion
some old brand stores have begun to deepen the cultivation of new projects, and have broken through the shackles of the traditional pattern. The taipingyuan international home furnishing Expo City Project under taipingyuan group, with a total construction area of about 1million square meters, is presented one by one in batches: the first phase has a construction area of 350000 square meters, with high-end home furnishing and home decoration display and sales as the main body, supplemented by humanized services such as finance and characteristic catering, will have four independent buildings, including an international home furnishing Museum 2 Sichuan boutique furniture halls and 1 bathroom building materials home decoration hall; At the same time, in the layout of about 10000 square meters on the top floor of the international home furnishing Museum, it will be all self operated by taipingyuan group. It plans to adopt the reservation service mode to comprehensively build it into the top luxury furniture franchise store in Southwest China. Bayi International Home Expo City is also a new round of strategic layout of Chengdu Bayi Furniture Group, covering the upgrading of the whole industrial chain. The total investment of the project is nearly 6.5 billion yuan, with a total construction area of 1million square meters. It integrates home retail, wholesale and supporting business negotiation, finance, catering, etc., covering all forms of home life, and will interpret the concept of moving from home to home, Some large shopping malls have also tried different operation methods in the past business model. In the first half of 2014, while steadily developing factory wholesale, Xiangjiang global home CBD is also constantly integrating home industry resources, transplanting the advantages and values of the offline home industry belt to the online platform, and truly ushering in the era of online wholesale furniture through the official settlement of Alibaba Xindu industry belt. In the first half of 2014, fanzhijia also successively opened the European and American youth, rosewood hall and other characteristic exhibition halls, introducing well-known brands at home and abroad, and enriching the product characteristics with diversified and multi-channel business philosophy