The introduction of a series of property control policies such as “National Eight Articles” introduced in 2011 has had a significant impact on real estate, and the furniture industry has also been affected. During the “Twelfth Five-Year Plan” period, 36 million sets of affordable housing will be built nationwide, and home furnishing enterprises will also focus on the affordable housing market. If you calculate 10,000 yuan for each set of furniture, 36 million sets of affordable housing will generate a market share of 360 billion yuan. In the face of the 100 billion affordable housing market, is the furniture enterprise rushing to the market for the affordable housing market, or is it still insisting on the original positioning? The impact of macro-policy - real estate regulation can not suppress the development of the furniture industry "national eight" to suppress real estate, in fact, the suppression of the bubble and real estate groups. After the introduction of the property control policy, the house price will be stabilized to a certain extent, and the rigid demand will be highlighted. The large amount of demand for just-needed demand guarantees furniture consumption. While the state strictly controls the real estate, it is also vigorously building affordable housing. Some industry insiders said that the furniture industry has been in a downturn since the second half of last year. Some small and weak furniture companies that have no sense of direction or are not honest will face elimination. Through the survival of the fittest, a new market order can be established. For the furniture industry, the real estate policy is “face to face”. In fact, the road is at the foot, and the development prospects of the furniture industry are infinitely bright. In 2010, the national furniture sales reached 70 billion yuan, according to the average annual growth rate of 22%. By 2015, the total sales of the furniture industry will reach more than 200 billion, or it will catch up with the automobile industry and become China's first consumer industry. From this point of view, the future of the furniture industry is beautiful. If furniture companies do not see this direction, it is very dangerous to be confused or go wrong. The confidence of current furniture companies is more important than anything else. Is the delicious food market a delicious cake? Is it just a good fantasy? Industry perspective - Viewpoint 1: How much is the market for the affordable housing market? In 2011, the central government signed a target responsibility letter with the Sichuan provincial government. Sichuan will build a total of 357,800 affordable housing. In other words, the future housing of affordable housing will drive furniture consumption. In recent years, Chengdu has also accelerated the pace of urban-rural integration. More rural population will become urban population, and the home market is quite large. Most of the affordable housing is small and medium-sized, and furniture companies must fully consider the market demand when designing and producing products. The market is changing rapidly and the fittest can survive. Some furniture companies face market changes, taking this as an opportunity to actively adjust their status to enter the housing market, hoping to seize the market and usher in a new turn. Mr. Zhong Zhiping, Chairman of Xige Furniture, said that the market for affordable housing cannot be ignored. The brand of Xinge, which is owned by Sigma, mainly focuses on the demand for small and medium-sized houses and affordable housing, and develops and produces furniture. Because affordable housing is generally small and medium-sized, our products must meet the needs of this market, pay attention to the size and functionality of the product, such as the sofa can sleep in bed. The affordable housing market is cost-effective, and price is naturally the key consideration. Viewpoint 2: The non-mainstream of the housing market is not blind. Is the furniture industry beginning to enter the “security era”? Mr. Su Xianhua, the deputy director of the pioneering furniture, believes that furniture companies have begun to pay attention to the affordable housing market. The design and production of furniture products for this market is to meet market demand and adapt to market changes, but affordable housing is by no means the focus of furniture companies. After all, commercial housing is the mainstream of the market. The housing market is not mainstream, and furniture companies should distinguish between primary and secondary. Some insiders said that although the housing market is tempting, not every furniture company is suitable for this route. There is still a difference between the consumer groups in the social housing market and the mainstream consumer groups in the market. If the market is ruined and unclear, it may be counterproductive. For example, if the furniture products that were originally positioned at the higher end are rushing into the affordable housing market, the brand may be damaged. Secondly, there is still a cycle problem in the construction of affordable housing. How can furniture companies fight this market? The main body of the purchase of affordable housing is young consumers, furniture companies should thoroughly analyze the characteristics of this group and produce furniture that is really suitable for them. After the 80s and 90s, it is a new generation that has grown up under the influence of the Internet. They like to shop online for cheap products and enjoy fast service. It is especially necessary for furniture companies to gradually establish e-commerce channels. Conclusion: In the face of the affordable housing market, no matter which way the furniture company chooses to go, it must be cautious. First of all, the furniture enterprises should enter the security housing market from the reality, blindly follow the trend, have no ability to resist risks, and will only let themselves fall into a deeper crisis. Opportunities and challenges coexist, and whether the housing market is good or bad depends on the market and on the enterprise. The road to the development of furniture enterprises is different, and the specific situation is analyzed. If entering the security housing market does not conform to its own positioning, do not easily do it, do not damage the brand; if the furniture enterprise wants to occupy the affordable housing market by means of small profits but quick turnover, it must also pay attention to quality and service, otherwise the road to protect the housing will not Going too far.

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