Home-listed companies break through
National Building Materials Home Furnishings BHI shows that from January to June this year, the sales value of enterprises above designated size in the national building materials industry was 2.5 trillion yuan, a year-on-year increase of 16%, and the growth rate dropped by 25.2 percentage points. The growth rate declined for the first time in the past five years.
Home-listed companies have published interim annual reports, and the third-quarter earnings report in October has also seen the media. The mid-term and quarterly reports of many listed home furnishing companies all reflect the decline in performance.
In recent years, with the continuous accumulation of the Chinese home furnishing market, news of home furnishing companies has been frequently listed. According to the statistics of the China Building Decoration Industry Association, nearly 40 decorative and building materials companies have proposed listing plans from 2009 to 2011. . In 2012, the news of large-scale home improvement and home furnishing companies such as Dongyi Risheng and Hongxing Meikailong was even more impressive. On the one hand, the leading enterprises have sneaked into the capital market, and hope to use the power of capital to achieve rapid expansion of enterprises and enhance their ability to cope with market risks. However, on the other hand, from the data of the interim report and the quarterly report, a large part of the listed home furnishing companies did not seem too good in 2012.
The income and profit decline industry experienced a severe test
An unavoidable fact is that the overall situation of the home furnishing industry this year is indeed not optimistic. According to the BHI of the national building materials and household prosperity index jointly issued by the Circulation Department of the Ministry of Commerce and the China Building Materials Circulation Association, from January to June this year, the sales value of enterprises above designated size of the national building materials industry was 2.5 trillion yuan, a year-on-year increase of 16%, and the growth rate dropped by 25.2 Percentage points, the first time in the past five years, the growth rate has declined.
Around August, home-listed companies have published interim annual reports, and the third-quarter earnings report in October has also seen the media. From these data, we can easily see that the mid-term and quarterly reports of many listed home furnishing companies reflect the decline in performance. Although there are still a small number of enterprises that are against the market growth, it shows that the whole industry is affected by the upstream real estate regulation and the drag of the external economic environment, which inevitably encounters a downturn. The flooring industry takes the mid-post data released by some floor-listed companies as an example. Jilin Sengong’s operating income in January-June decreased by 26% year-on-year; the parent company of nature flooring – the Chinese flooring listed in Hong Kong, has a large net profit this year. Regression 96%; Del home business revenue fell 35.4% year-on-year, net profit also fell 16.9% year-on-year ... and as of now, the third quarterly report also shows that most of the floor and forestry listed companies operating income and net profit still decline.
In the mid-year report, Del Home pointed out: "In the past, the production and sales of the flooring industry lags behind the sales of new homes for about 10 months. The cumulative growth rate of residential sales has declined sharply since October 2010. After the national real estate purchases were introduced in 2011, the growth rate was In October of that year, it began to fall again and fell into the negative growth range, directly suppressing the company's sales revenue from the second half of 2011 to 2012. In the absence of significant changes in production capacity, the growth rate of operating income decreased year-on-year..."
Ceramic sanitary ware industry
In the ceramic sanitary ware industry, although the operating income of Seagull Sanitary Ware increased by 9.32% in the first half of this year, the net profit decreased by 31.69%. The semi-annual report issued by Smick showed that the loss in the first half of this year was more than 90 million yuan, compared with the same period of last year. The loss has increased by about 46%, and the stock has fallen by nearly 30%. According to statistics, in the first half of 2012, the national ceramic tile production and sanitary ceramics production all reached the new low growth rate of the ceramic industry over the years. It can be seen that the financial report data of listed companies of building materials is actually a reflection of the real situation of the whole industry in the first half of the year. The Hong Kong-listed brand furniture company Dynasty Furniture has reduced its turnover by 30% and its net profit has plummeted by nearly 90%.
Under the general trend of the downturn, the brands took the initiative to attack
Increased cost pressure and compressed profit margins, how to reduce production costs in the shortest time? - This is probably the problem that home furnishing companies are now thinking hard. The more the general trend is not good, the more it tests the company's market. Reporters through financial reports also found that different home-listed companies have also come up with countermeasures that combine their own advantages and actively respond to the initiative.
Meike shares achieved steady expansion in 2012 to increase brand awareness, market share and sales scale, and completed the opening of six stores in Changzhou, Shenyang, Xi'an and Shanghai. As of the first half of this year, 34 cities across the country. There are 75 stores open.
Del Home has signed a comprehensive procurement cooperation agreement with Poly, Vanke and Evergrande. According to reports, this type of engineering business will gradually increase in the second half of this year.
Yihua Wood said in the interim report that it will further expand the industrial chain, increase control over upstream resources, and has signed an overseas equity acquisition agreement, intending to indirectly hold 350,000 hectares of forest land through the acquisition of overseas equity, further improving timber self-sufficiency. Rate, reduce manufacturing costs, improve overall competitiveness, and achieve sustainable development. In the past 90% of the business was mainly concentrated in export sales, 70% of the business was exported to the United States, and in view of the weak consumption in Europe and the United States, the growing domestic consumer demand situation, vigorously develop the domestic market and seek transformation, the planned domestic sales share reached 20% within three years. It is planned to build 20-30 experience stores and 1,000 franchise stores nationwide to promote the domestic market.
China's flooring has launched a nationwide "naturally-friendly floor mad people to steal the madness moment", directly to achieve the factory and consumer docking, will save the cost of circulation to benefit consumers. It is said that in Guiyang, this time alone, 40% of the local sales of nature flooring was completed.
...Strengthen capital operation, expand market channels, adjust product structure, and develop marketing means - industry downturn does not mean no market, whether home enterprises can highlight the encirclement, in addition to the development prospects of the industry itself, it is also the strategic orientation of the enterprise itself. If the home business can recognize the situation and go against the market, it will surely usher in a new dawn in the overall atmosphere of the downturn!
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