Interpretation of China's Home Furnishing Industry in 2010
1. Low carbon everywhere After the end of the 2009 Copenhagen Conference, the era of low-carbon life was unveiled. In the furniture market, low-carbon and environmental protection flags such as "full compensation for excess of formaldehyde", "United Nations Green Brand for Human Settlements", "no radiation, no pollution", and "low-carbon wood board" were raised, reaching out to consumers. The pocket of the person. Reporter's comment: Consumers know to buy products that do not contain toxic substances such as formaldehyde, lead, benzene, etc., so manufacturers have given 0 formaldehyde, E1 level standards, etc. Some manufacturers even say that their plates use "E0" level ( Known as its formaldehyde emission is almost zero). However, as far as the reporter knows, there is no compulsory standard of “E0†level in China, and there is basically no furniture of “E0†level in the market. In addition, consumers do not know that low-carbon products also require a long service life and are easy to recycle after being discarded. Therefore, the "low-carbon" furniture is still a blank so far, and manufacturers have to work hard in 2011. 2. Famous brand Just a few days after the 2010 calendar was opened, the General Administration of Quality Supervision, Inspection and Quarantine announced the results of a spot check, and the famous furniture brands such as Pearl, Fuzhidao, Opry and Hualong failed. It caused a shock in the furniture industry, because in this spot check, the number of unqualified products in Guangdong and Sichuan was 114, accounting for 41.2% of the unqualified products, which caused huge humiliation for the two main producing areas of the furniture industry in China. Reporter's comment: Famous brand means high quality, high grade and high price, and it also means high visibility. The thief captures the king first, and the quality inspection department knows this reason, so in the previous quality inspection spot checks, the injured were all famous brands. This is the price of the famous brand. Then again, should consumers not be obsessed with famous brands, because famous brands are just legends? 3. Hurricane in the property market On April 17th and September 29th, 2010, in order to curb the rapid rise in housing prices, the state successively introduced two rounds of regulation and control policies. Unexpectedly, the property market prices are going straight (forum news). The home furnishing industry, which is downstream of the real estate industry, has to be implicated. However, furniture, home textiles, kitchen supplies, decoration, decoration and other industries will have a lag period of 2 to 3 months. Therefore, during the May Day holiday in 2010, manufacturers can still make a lot of money. Since then, the market has fallen into a bleak period. Reporter's comment: The reporter asked around several furniture stores in Guangzhou, most of the dealers responded to "the market is dismal." Recently, the China Building Materials Circulation Association released the National Building Materials Home Furnishing Boom Index (BHI) in November. The results showed that the November index was 110.57, a decrease of 12.62% from the previous month. Experts believe that the first reason is that it has entered the off-season decoration season, and secondly, it reflects the public's increasing expectations of real estate price reductions. It is natural to wait and see if you do not buy a house. Decoration and decoration will naturally decline, and the purchase of furniture will decrease accordingly. Regulation and inflation may become the main line throughout 2011. Investors have to hover between "buying a house or holding money" and "when to sell and where to invest". Qin Zhanxue, vice chairman of China Building Materials Circulation Association, believes that home furnishing enterprises should accelerate the construction of four modernizations oriented towards low carbonization, informatization, branding and integrity, and work hard to create demand and stimulate consumption. 4. Expo effect The 2010 Shanghai World Expo is not only a great event for the country and nation, but also an important industrial opportunity for the home furnishing industry. This World Expo provides domestic home furnishing companies with an opportunity to enter the world stage, giving home furnishing companies a platform to show their strength, and at the same time creating an atmosphere for international home furnishing brands to land on the Chinese market. Red Star Macalline has a place in the private enterprise pavilion of the World Expo. It shows the strength of the company with the theme of "technology and life, creation and struggle"; Taiwan brand Aurora Furniture also made a pavilion at the Expo to tell about the low enterprise and product The concept of carbon and environmental protection; Dinoya Furniture has created the "Magic U Kitchen" dining and kitchen integrated dining table for the Shanghai World Expo. IKEA has a booth in the Swedish Pavilion ... Reporter's comment: In fact, there are many Chinese furniture companies that have landed at the World Expo, including flooring, cabinets, kitchens, and lighting companies. Some designers also have many works. From the brands that settled in the home furnishing industry of the World Expo, low carbon and environmental protection have undoubtedly become the common characteristics of all the brands that settle in. But how to make these good ideas sustainable? How to transform the reputation and reputation accumulated at the World Expo into commercial value? This is the main problem that home furnishing companies need to continue to think and act. 5. Asian Games stoppage On the eve of the Asian Games, the Guangdong Provincial Department of Environmental Protection issued the "Guangdong Provincial Asian Games Air Quality Guarantee Measures Program" (hereinafter referred to as the "program") to restrict the construction of the decoration. If strictly in accordance with these specifications, most decoration companies in Guangzhou can only thank customers in camera. Reporter's comment: This edition was the first to report this news, which caused heated discussions among government departments, decoration industry and consumer market. After comparison with relevant laws and regulations during the Beijing Olympics, the Asian Games should not be so strict. Since then, the Provincial Department of Environmental Protection and the Municipal Construction Committee have successively responded clearly that the decoration of ordinary citizens' families can still be carried out normally. According to the principle, it is normal for noise-making and pollution-producing decoration companies to make way for the Asian Games. For government departments, it is of course more important to ensure the smooth holding of the Asian Games than home decoration. However, people's livelihood is no small matter, as long as there is reason and evidence, government departments should consider it. 6. Store expansion On January 1, 2010, Good Luck International Furniture Plaza officially opened; on May 22, Suigang Continental Furniture quietly entered the Times Square; at the end of May, Jockey Club Home Furnishing Pearl River New City CBD; on August 8, Wan Hulai Home Jinshazhou store officially welcomes guests; on September 19, Jinhai Manac, who is near the Wuzhou International Building Materials Center; on October 3, home distribution giant Red Star Macalline competes in Pazhou; October 23, Gaode Mercure Shopping Center Return to Zhujiang New Town; in November, Guangzhou Space Aesthetics Museum opened in Times Square. There are also Yihua Home Furnishing, Shiliupu, Wanfulin, etc. In just one year, there are more than ten newly opened furniture stores in Guangzhou, with an area of ​​at least one million square meters. It is reported that in the next 1 year, the real home furniture, Ou Yada, Red Star Macalline and other furniture circulation tycoons will all enter the Guangzhou market. Reporter's comment: The term "expansion" runs through the development of Guangzhou's entire home furnishing industry this year. It should be vigilant that the wanton expansion will inevitably lead to a rapid expansion of the market. In the case of such weak consumer power, manufacturers and dealers will also Exhausted by the expansion of the store. 7. Price increase in disguise In 2010, the Chinese consumer market was "rising" loudly. As early as the middle of the year, furniture has quietly raised prices. Attentive consumers will find that the price of furniture of the same brand has risen by 10% after June. Some new brands have simply given a "foreign" name in an attempt to use "foreign goods" to raise prices to deceive consumers. Recently, some distributors revealed that they have received notice from the enterprise that the furniture will increase prices again, ranging from 10% to 30%. Reporter's comment: Since the beginning of this year, the signal about the shortage of global timber resources has been continuously sent out, and the price increase of imported timber is no longer news. According to reporters, the price of Lushuihe plate has been raised twice in January and June this year, and the overall increase for the whole year is about 10%. Zhao Ruihai, president of Qumei Furniture, revealed that both domestic and imported plates have gone up in price, and they have risen quite a bit. It seems that next year furniture prices will definitely rise, and the range will not be small. 8. Spike the wind The bed with the original price of 3280 yuan can be "spike" home only for 990 yuan ... In the home furnishing industry, discount sales in 2010 no longer attract consumers, and some "spike" products are launched to attract popularity. "Spike" is a proper term for computer games, and it became popular in online shopping. However, in the furniture industry, "Spike" completely left the network and was transplanted to offline physical stores, and many stores in home stores have hung out the "Spike" sign. Qumei Furniture, Huayuanxuan, Jinhaima Home Via Store, etc. have successively carried out "spike" activities. Reporter's comment: In order to attract the attention of more consumers, many businesses have started the "second kill" assembly number to attract customers. The effect is unknown. But from the excitement of the merchants, I believe it has been recognized and sought after. The reporter found in the interview that there are also many netizens who point directly to "spike" but are just gimmicks for business sensation. 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