The past 2012 has been a very "boiler" year for the home furnishing industry. The situation is complex and changeable, and the experience is changing. Fortunately, the toughest days have passed. In 2013, the mentality of householders generally returned to optimism. Although money is becoming more and more difficult to earn, they are determined that a confident market will not lack opportunities. The future will belong to those sincere officers , And have qualitative enterprises.
"There are strange things every year, especially 2012!" This is the summary of last year's market by Yin Yuxin, deputy general manager of Oriental Home Furnishing Plaza. Indeed, this is not a simple joke. The roller coaster-like performance has made many people at home exhausted. They used the words of hardship, blindness, tossing, and dying to describe this feeling. Around the Spring Festival this year, there are also a lot of executives who go on vacation. Jinghua home acquaintances are either in Hainan or overseas. I believe that in addition to improving the quality of life, venting pressure and recuperating the body and mind are also an important incentive.
In a round of interviews, everyone felt the same because 2012 was the bottom of a cycle, and the market changes were somewhat beyond conventional. In the words of Jimei Home President Zhao Jianguo, "it is simply sitting on a roller coaster". He believes that this special phenomenon should be Related to the drastic changes in people's psychological expectations. After the 18th National Congress of the Communist Party of China, the policy orientation became clearer. "People's confidence has been restored, which is more important than anything!" Business operations have gradually returned to normal, and household consumption at the end of the year has also appeared.
Compared with previous years, Beijing's commercial housing delivery volume last year was indeed pitiful, and the decline was normal, especially for the pedestal enterprises, and the industry contraction was more obvious than the same period last year. Some companies have to face a life-and-death exam due to excessive expansion or extensive operations; the sudden collapse of the capital chain has also led to frequent occurrences of dealers ’road trips, and even large enterprises such as Dongfangjiayuan Furniture and Building Materials Supermarket have suddenly closed their stores overnight. ...... These events have triggered a strong reflection in the industry that expansion should be modest, and the more difficult the more, the roots must be retained.
But while the demand for new homes is declining, the potential for improving demand is beginning to explode. The second decoration and the replacement of furniture have become hot spots throughout the year. Enterprises that have captured specific needs and provided comprehensive services for them, such as the actual home and the current decoration, have all made a lot of money.
Turning the pages of the calendar, the corporate executives who have survived the torture and torture have a smile on their faces. They all agreed that the development of the industry has bottomed out. "Of course, good is not as good as in previous years." "We have long expected not to make money with our eyes closed." "Excessive profit margins are abnormal "After hearing these words and seeing those indifferent expressions, you can feel that the mentality of the people at home has undergone significant qualitative changes in the past few years.
Today's home furnishing companies are no longer "small households" ten years ago or even five years ago. They are often hundreds of millions of dollars of investment, and hundreds of millions of dollars in output value. When the product quality and service system have long been indisputable, when the country expands to the whole country and has the ability to balance, the most important thing for these companies is confidence. As long as the people have confidence, they have the ability to meet demand, stimulate demand, and even manufacture demand.
When it comes to survival and development, the heads of the Chengdu home furnishing industry are optimistic about 2013. Unlike last year's "preservation of stability, reduction and survival", even conservative companies have set a 10% growth target this year. In addition, many executives have plans to expand or expand their stores, and some companies have also launched recruitment advertisements early to force "expansion." All the signs indicate that a battle for men and women is about to start, and the home fighters are already fighting, looking forward to the harvest of the Year of the Snake.
It is worth mentioning that during the interview, the reporter also made a very special discovery, that is, many executives in the industry are seriously studying the spirit of the Eighteenth National Congress of the Communist Party. Year, but a new development cycle.
Have characteristics and don't worry about the future
In 2013, a promising company must be full of confidence, but confidence may not necessarily lead to development. The beating of the violent winds and waves has made many companies understand the importance of survival skills. "No matter what swimming style, you must learn one." You can do anything in the swimming pool. You can only save your life when the tide comes.
"Enterprises that live well are all enterprises with characteristics." Both Chen Hui of Dongyi Risheng, Zhang Jun of Yefeng and Dai Jiangping of the present day hold the same view. In the home improvement industry with ambiguous characteristics and a lack of core competitiveness, they have seized a little bit and worked hard, and now they finally stand out. The real decoration is more focused on the package, and has already formed a dislocation competition with other companies.
In addition to this, cross-border financial gathering and calculation of the general ledger is also a new development path. For example, Jimei no longer defines itself as a single home furnishing company. President Zhao Jianguo believes that "selling red wine has greater future space." Wen Shiquan of Yifeng Furniture also invested in real estate projects early. In 2012, when panel furniture generally fell sharply, "Fortunately, I earned money by buying a house and gave me the motivation to follow up."
These may deviate from the traditional profit model, but why can't home furnishing companies do something else? Maybe in 2013, there will be some more interesting things, waiting for "the next time to decompose".
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