Standing on the threshold of 2012, in contrast, in 2011, the rising tide of building materials and labor costs caused many homeowners to be renovated, and the new property market also made the development of the home improvement industry in 2012 seem confusing. The industry expects that under the influence of major environmental factors, under the pressure of many parties, the home improvement market may have a “cold and then hot†phenomenon in 2012. The market is facing reshuffle, and home improvement enterprises will become increasingly standardized in the game. Stronger, weaker and weaker."
Guess 2012
Consumers wait and see attitude or continue throughout the first half
Affected by policy
Wu Qiubo, general manager of Huiquanshan Baojiantao Supermarket in Huizhou City, believes that the building materials market in 2012 is an extremely complicated year, because the building materials industry has been greatly affected by domestic and foreign policies, especially the real estate market. “Generally speaking, the heat of the home improvement and building materials market will be delayed by half a year to one year with the real estate market.â€
From a macro perspective, with the impact of the financial crisis such as the European debt, the domestic economic development policy of “stable progress†and the international monetary policy are appropriately loose. It is estimated that in 2012, the state will still monitor the real estate market and impose restrictions. With the policy of lending, purchase restriction, etc., the house price may fall back. In addition, in 2011, the export cost of enterprises increased, corporate profits decreased relatively; the stock market investment market did not improve, and other factors affected, consumers' income will decline. The above factors have caused consumers to be uncertain about real estate prices. From the second half of 2011, consumers have taken a wait-and-see attitude towards the real estate market, resulting in a decline in transaction volume.
Wu Qiubo analysis, consumers wait and see this mood will continue until the first half of 2012.
He predicted that the country's policy of restricting purchases and price limits will play an important role in the first-tier cities in China, but for second-tier cities such as Huizhou, the role of the second-tier cities in the first-tier cities is large, and the price of Huizhou itself is comparable to them. Not high, under the influence of national policies, it is expected that Huizhou's housing prices in 2012 will be relatively stable, and there will be no significant price cuts or price increases."
Building materials prices are expected to have double-digit growth
Increase in production costs
The building materials market in Huizhou has shown a “slow climb†trend since the beginning of last year. According to industry insiders, the average price of building materials in Huizhou last year was about 15%.
Although the home improvement market is greatly affected by the real estate market, the rigid demand for home improvement in 2012 has reached a certain amount. Taking the use of ceramic tiles as an example, according to relevant statistics, the amount of domestic ceramic tiles reached 9 billion square meters in 2011, an increase of about 13% over the 7.8 billion square meters in 2010.
In the case of growing demand, consumers will still face the pressure of price increases.
Industry insiders expect that the building materials market will still grow at double-digit rates this year. There are many factors that cause the price of home building materials to rise: First, the increase in production costs, the prices of coal, petroleum and other energy and wood, metal, PVC and other raw materials continue to rise, coupled with the building materials manufacturing industry is a high-energy, high-pollution industry, In order to cope with the call of the country to promote energy conservation and emission reduction in the near future, enterprises must improve their production technology, which inevitably increases production costs. Second, operating costs continue to increase, domestic oil prices and gas prices rise, and transportation costs also rise. Merchants who have previously adjusted the price of some commodities said that there is a high possibility of another price hike.
At the same time, it is expected that the labor cost of home improvement will also rise. According to rough statistics, there are more than 3,000 decoration companies registered in Huizhou City, and some decoration companies are facing severe shortage of labor. The master of the home improvement project in Huizhou analyzed that the old workers switched, the new generation is not willing to take over directly causing the shortage of workers. Many young people prefer to choose low-paying but easy and fun jobs, rather than boring construction sites. work.
At the end of last year, many homeowners postponed their home improvement plans due to high materials and labor costs. It is hoped that the price and labor costs of decoration materials will decline this year. According to the general trend, consumers who are eager to cut prices will be disappointed.
Home improvement business "stronger Hengqiang"
Market is increasingly regulated
Under the increasing emphasis on environmental protection, design and after-sales service, many building materials merchants and home improvement companies have adjusted their business strategies, and they have invested in brand competition from the original price competition. The entire market is gradually becoming clear during the shuffling process.
Industry insiders expect that home improvement companies will completely segment the market this year, highlighting the advantages. The entire market is gradually moving towards regulation.
Dai Liang, a nationally registered senior interior designer, set up his own studio in Huizhou. He believes that home improvement enterprises should respond to market changes, and should identify their own market positioning, segment the market, and achieve differentiated operations.
Huizhou Jixiang Decoration Design Engineering Co., Ltd. Xiao Xiaobo also agreed with this statement, “Specially targeting a certain level of consumer groups is conducive to deepening the products and services. We have seen the demand for home decoration of Huizhou civil servants in recent years. Pay special attention to the quality of home improvement, and introduce new customers as the main means to increase the number of orders.
It is reported that the differentiation of home improvement companies in 2012 will be more obvious and thorough. The reporter learned that some home improvement companies take the path of organic home improvement and locate high-end people; some will focus on developing soft clothes, focusing on products and playing the overall design concept; some focus on the renovation of villa houses.
Industry insiders commented that the home improvement industry in 2012 continued to face shuffling. It is expected that new stores will join the competition during the year, the rapid rise of chain supermarkets, a small number of dealers to complete the accumulation of original funds and self-reliance, the transformation, integration, integration and development of building materials retail formats, gradually affecting the channel strategy and marketing strategy of Huizhou building materials market. , service strategy and even higher level brand strategy. In addition, the competitive landscape of the home improvement market has risen from the original price competition to channel competition, from brand competition to management competition, from talent competition to service competition.
Therefore, "the stronger is stronger and the weak is weaker." As the public's requirements for home improvement are getting higher and higher, branded building materials will become their first choice. Therefore, branded building materials enterprises will develop at a high speed. Brands represented by Jane Eyre Home, Huiquanshan Baojiantao Supermarket and Junfa Jiantao Supermarket will be very popular. At the same time, for companies without brands, this year is a very "painful" year, and competition has prompted them to improve product quality and establish brands.
â– 2012 critical period
The second half of this year will be the key node
Wu Qiubo admits that 2012 is a crucial year for the home furnishing industry.
He told reporters that the suppression of the real estate policy on the home industry will not exist for a long time, but the real estate regulation may provide a constructive explosion point for the home industry. He believes that in the short term, the market will be significantly better than the first half of 2012. In the first half of this year, due to the market influence in the second half of last year, the market is still cold.
The industry believes that the new property market is frequent, the wait-and-see mood of the property market is extended, but no matter how the market changes, the rigid demand of the property market is in a dominant position, and the temporary sales decline in the property market does not represent the overall trend of the future property market. Rigid demand will not be greatly affected by the new property market, which is a good for the home improvement industry.
In the second half of the year, consumers' wait-and-see attitudes will gradually decline, and consumers will continue to implement renovation plans. In addition, the policy should be fine-tuned, which is a good opportunity for the home industry.
In summary, Huizhou is affected by major environmental factors, and the home improvement market may experience “cold and then hot†in 2012.
â– Consumption skills
Off-season shots are more affordable
The reporter learned in the interview that many merchants are already planning the preferential promotions in the first half of 2012. The main person in charge of a ceramics store in Huizhou said frankly: "It is easier to keep the low price and make it easier for consumers to keep the consumer."
Compared with 2011, the possibility of a significant price cut in household products in 2012 will not be too great. Consumers choose to take a relatively light first half of the year is preferable.
At the same time, many home building materials dealers and enterprises are ready to seize the market in advance, and are increasing the promotion and promotion of the brand to expand the brand influence.
In the face of this year's competition, some home improvement companies have long-term credibility as a signboard, and cold to promote the mainstream. Xu Shuilin, general manager of Xinyi Decoration Design Co., Ltd. said: "The company mainly undertakes mid-to-high-end customers. The company's orders are not divided into peak seasons, mainly based on customer oral promotion, so generally there are relatively stable customers."
Consumers who choose to decorate and buy furniture may also choose to start before the Spring Festival. Before the Spring Festival, it is the off-season of many home improvement companies. In order to attract consumers in the off-season, companies generally offer attractive prices. Consumers can enjoy real price benefits and enjoy higher quality services. The start of construction will not affect consumers' Chinese New Year. But consumers also need to shop around, be cautious when choosing products, buying and signing contracts, not only can buy satisfactory products, get good gifts, but also avoid many risks.
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