In the context of the overall recovery of the home industry, Red Star Macalline released the first semi-annual household consumption trend. Data show that sales of building materials in the first half of 2013 increased by 25% year-on-year, while sales of furniture products increased by 13.7%. Based on the ups and downs of the furniture industry lags behind the real estate industry situation for about 10 months, the housing market in the second half of 2012 has picked up, and the release of real estate has made the trend of the furniture and building materials industry warmer.
Second and third-tier cities exert their strength to boost the industry
As early as March, Red Star Macalline Chairman Che Jianxin predicted at the press conference that the home furnishing industry will see a growth of more than 10% in 2013. This coincides with the warming trend indicated by the National Department of Circulation Industry Development and the China Building Materials Circulation Association.
Specifically, compared with the first-tier cities, the furniture and building materials products in the second and third-tier cities have increased even more. Taking the first quarter as an example, the sales performance of building materials in secondary cities such as Changsha, Shijiazhuang and Changzhou was eye-catching, and household products maintained a steady rise. In March, the “two days†promotion, the second and third tier cities showed a “surge†trend, and Datong, Shenyang, Dalian, Taizhou and other cities achieved significant growth compared with the same period of last year, especially the sales of Datong mall merchants. The increase was 35 times.
70% of consumers pay attention to quality and environmental protection
“The solid wood furniture has been welcomed and popular, and it has become a significant market phenomenon. Although the industry association has not carried out systematic statistics, we can really feel that in recent years, solid wood furniture manufacturers, sellers and consumers are constantly Increase." Zhu Changling, chairman of the China Furniture Association, said.
Zhu Changling introduced that solid wood furniture is popular among consumers, and has multiple relationships with the economic reasons and consumption concepts behind it. He said: "First of all, people's living standards are improved, economic conditions are plentiful, solid wood furniture materials are more precious, can reflect personal economic level and social status; secondly, the main material of solid wood furniture is natural wood, using less glue, paint and other accessories, Generally speaking, formaldehyde is released in a small amount and is more environmentally friendly."
According to a survey conducted by Red Star Macalline and Home Furnishing Trends Research Institute, 70% of consumers pay attention to the quality and environmental protection of furniture. The environmental protection in their eyes is mainly reflected in the “tasteâ€. The non-irritating taste of products is the most important. index.
A person in charge of Red Star Meikailong said that the hot sale of solid wood furniture, in addition to environmental protection and quality factors, is closely related to the “wood culture†that has been circulating in China for more than 2,000 years. Wooden household products are indispensable in the life of Chinese consumers. There are special cultural feelings included.
In the off-season, the seasonality of building materials tends to be blurred.
Compared with the hot sales month of building materials, June is not the peak season for building materials consumption in the traditional sense. However, statistics show that the National Mall of Red Star Macalline has achieved sales of more than 1.5 billion merchants, of which the share of building materials category is close to 50%. The off-season sales show that the traditional season of the building materials industry is quietly changing.
In previous years, after the “Red May†passion promotion, from June to August, the building materials market generally entered the traditional off-season adjustment period. On the one hand, the “off-season is not light†reflects the overall upward trend of the home market recovery. On the other hand, more and more savvy consumers regard the off-season of the business as their “peak seasonâ€. Many consumers think that during the peak season, the decoration company and the workers' masters are very popular. The tension of the staff will inevitably affect the quality and progress. The off-season decoration can enjoy more benefits and convenience.
The industry is expected to pick up further, the prospect of custom furniture is huge
Red Star Macalline predicts that if there is no transitional change in the macro environment, the trend of household consumption in the second half of the year will be affected by the continued warming of the real estate market after October last year, and there will be a significant increase.
With the growth of the new generation of consumer groups after the 1980s, personalized consumer demand has become the mainstream, and custom furniture is in line with the inevitable requirements of modern young people to admire their individuality and show their own charm. Therefore, the demand for custom furniture is growing, and haute couture furniture has accounted for about 10% of the entire furniture market, and the development prospects are huge.
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