The home industry has no winter expansion momentum this year.

Household consumption has an expanding trend, especially at the beginning of the second half of the year, this trend is very obvious. Maybe there is no such thing as winter in the home furnishing industry this year.

“At present, we have opened 115 stores in 85 cities across the country, and the market share is steadily increasing.” Recently, Red Star Macalline related people said in the company’s 27th anniversary event, “According to the plan, the company plans to be in the country in 2020. Opened 200 home shopping malls."

Red Star Macalline’s plan to expand its stores is not surprising. The data shows that in the first half of this year, the company carried out 3 promotion activities, among which, the “May 1st” festival promoted 2.5 billion yuan, and the company’s 27th anniversary recently received 1.5 billion yuan in revenue, which makes the market look impressive.

The “macro aspect” is supporting the company’s store expansion plan. According to statistics, the regional differentiation of the home market will become increasingly obvious: the consumption power of second- and third-tier cities is huge, and it accounts for a relatively high proportion of overall sales, while the growth rate of first-tier cities is slowing down. With the development opportunities of China's urbanization in the future, the market space of China's third- and fourth-tier cities will further expand. In fact, in the past few years, Red Star Macalline has begun to deploy second- and third-tier cities, even fourth-tier cities. The layout of large companies in small and medium-sized cities will boost the development of the entire home industry.

In this regard, it is said that from the above-mentioned company's performance changes and planning direction, the home market is likely to be “steadily rising”. “If there is no change in policy, finance, etc., in the second half of 2013, household consumption will accompany During the summer vacation, the arrival of the 'Golden September and Silver 10' real estate season and some festivals will continue to rise."

Guosen Securities had expected that 2013 was the year of reversal in the home furnishing industry, citing “the slowdown in sales in the first half of 2012 will result in high growth under low base. With the recovery of urban commercial housing sales in the second half of 2012, the demand for the home market Pull or exceed expected growth." Statistics can be found that the national building materials home prosperity index in April was 107.94, an increase of more than 25% from the previous month. At the same time, the sales of home building materials above designated size in April was 9.7 billion yuan, up 34.54% from the previous month.

It is worth noting that as early as March of this year, Che Jianxin, the chairman of Red Star Macalline, predicted in Dongguan that “the macro environment is good. This year, the home market will grow by more than 10% compared with last year. It will continue to develop healthily in 2014 and 2015. ."

However, industry insiders stressed that while the home furnishing industry is picking up, on the one hand, it is necessary to put consumers at the top of the list and focus on the construction of the consumer environment; on the other hand, enterprises should not blindly deploy in third- and fourth-tier cities. Capital risks and market risks must be placed within the company's controllable range.

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