The home market continues to pick up after the year to cope with new markets and seek new breakthroughs

What is the market for the home market in 2013, and what new changes have taken place in the new year are all topics of great concern to the industry. In order to deeply decrypt these issues, our reporter interviewed a group of representatives of active businesses in the industry.

The home market is expected to continue to warm up

Yan Jinhong (Director of Marketing Marketing, Shenzhen Market, Xiangjiang Commercial Group): In 2013, with the continuous recovery of the real estate industry, Shenzhen related industries such as home furnishing, building materials and decoration are bound to develop well. From the start, the momentum is good. The rigid demand of the 2013 housing market will be released in a concentrated manner, and 25,000 sets of affordable housing will also be concentrated. These will bring new development opportunities for the 2013 home building materials market in Shenzhen. It will surely usher in a new dawn.

In the face of new market changes and situations, Xiangjiang Commercial Group has established a cluster of development alliances with nearly 5,000 famous furniture companies and brand factories around the world by integrating all-round resources, and has successfully established “Global Home Trading” in 2012 with industry associations and chambers of commerce. The new business model of the distribution center Guangdong Provincial Wholesale Center - Xiangjiang Home Brand Factory Wholesale City has achieved unprecedented success with huge cluster effect. In 2013, Xiangjiang Commercial Group will take advantage of the momentum and continue to exert its strength. It will launch the “Second Pearl River Delta Famous Home Wholesale Purchasing Conference” in the middle and early March, which will kick off the start of this year. Integrating vendor capital to open up the market is one of our main strategies this year.

Strengthening refined management and expecting comprehensive improvement

Zhang Cheng (Chairman of Shenyejiafu Home Building Materials Co., Ltd.): 2013 is the year of icebreaking and recovery in the home building materials market. Despite the impact of the tax, the second-hand housing market will shrink, but the first-hand housing market is bound to recover. The active market for the first-hand housing market will have a greater chance for the furniture and building materials industry. Judging from the market performance of several stores at home from the end of last year to the beginning of the year, there has been a big increase in traffic and volume. It can be expected that the market this year will be relatively better than the previous years.

At present, the company's business is complete in terms of business, the central store operates popular furniture, the Expo Center operates mid-range furniture, the flagship store operates high-end homes, and the building materials store operates various decorative materials. The stores are clearly positioned and the products complement each other to meet the consumption needs of different customers. In addition to the overall planning and perfecting conditions of this product, this year we will focus on improving our own refined management. In terms of products, we constantly optimize and upgrade and introduce home products that are more suitable for customers' needs. In the layout of the store, constantly improve the image of the store and optimize the layout. In terms of services, we will continue to implement quality service standards, increase staff training, and improve service levels. In terms of investment promotion, according to the “Excellent Choice” standard, more first-line brands will be introduced to improve the specifications and grades of the entire market.

Urbanization brings new vitality to the home industry

Fan Jun (Red Star Meikailong South China Regional Executive Deputy General Manager and General Manager of Century Center Hongxing Meikailong): At the Central Economic Work Conference last year, the state should promote urbanization and industrial transformation, which brought new to China's home furnishing industry. Growth activity. Red Star Macalline's market layout in first- and second-tier cities has been perfected this year, and it is still promising in the future development of third- and fourth-tier cities with strong demand and increasing consumption power.

In the face of new market changes, Red Star Macalline will adjust the brand layout of the mall, optimize the brand structure, and introduce consumers' favorite fashion and high-end brands. Constantly improve service and word of mouth, the main push nine services, home experts and other special services. At the same time, we will continue to innovate in publicity and promotion, and try new channels of publicity, such as e-commerce and online group purchases.

Integrate the power of the business circle to grow bigger and stronger together

Chen Jianhua (Fubon·Hongshuwan International Furniture Marketing and Business Director): The real estate market has been in a downturn for several years. This year, due to the influence of some policies, there are also uncertain effects. Therefore, the market conditions of the building materials and furniture industry cannot be accurately judged this year.

No matter how the market changes, Fubang·Hongshuwan International Furniture will continue to use “huimin” and “win-win” as its management tenet to ensure a stable development. In the past few years, Fubang·Hongshuwan International Furniture has continued to increase its influence with the help of “Fuyong International Furniture Village” and its business has been continuously improved. This year, we continue to “bring our strengths” and expand the market by integrating various large-scale “huimin activities” by integrating Fuyong International Furniture. Only when the entire business district is done, all businesses can benefit together. On its own, Fubon·Hongshuwan International Furniture has initially completed the overall investment promotion and product planning, and this year is mainly based on comprehensive improvement. The service awareness of the employees, the management of the merchants, and the proportion of the factory-operated stores will be strengthened.

Big waves and strong sands are stronger

Wu Shijun (President of Le Anju): The home building materials retail industry has gone through the depression of the previous two years, and it is expected that the dawn will be reappeared in 2013. Although the upstream property market directly related to home building materials may have major regulatory policies and may continue to turmoil, we remain cautiously optimistic. On the one hand, the demand for foreseeable secondary decoration will continue to be stable, and this part will occupy a considerable market share; on the other hand, the renovation needs of the buildings to be renovated and the new demand for renovation will also be Inject new energy into the home building materials market. At the same time, many companies in the home building materials industry have greatly enhanced their ability to withstand market risks under the long-term market adversity. In particular, a few well-known stores will take a bigger advantage in the competition. Of course, even if the market is getting warmer, the difficulties faced have not been fundamentally improved, and the level of market competition will increase. This requires us to have sufficient psychological preparation and comprehensive countermeasures.

Leanju started a series of major promotional activities and service reform initiatives with the help of ten years of Chinese birthday last year, laying a solid foundation for the development of this year's enterprises. For this year's market, Leanju will take advantage of the existing chain scale, customer resources, brand influence and other advantages to further deepen management and service under the premise of establishing Shenzhen's industry benchmark position, leading the industry to be more scientific and standardized, faster. healthy growth. In this year, Le Anju will focus on reform and improvement of product quality, marketing management and service system; from commodity channel circulation and sales management to innovation and enhancement of marketing promotion, and even improve service mechanism and strengthen personnel quality training. To promote the upgrading of the entire service system and other aspects, to achieve a full range of attempts and improvements.

Industry norms are the inevitable way

Deng Jianfeng (Deputy General Manager of Guoanju Decorative Building Materials Chain Store): In 2013, with the release of real estate demand, the overall situation of home building materials may improve. However, in the face of today’s highly competitive environment, the industry will be eliminated and the regulations will become The inevitable road to the home building materials market in 2013. With the introduction of a large number of industry norms, the details of home improvement quality, service standards, etc. will be amplified one by one. Integrity construction and industry self-discipline will also become a favorable weight for the new home store and home improvement company to stabilize the market.

As a leading brand in the building materials industry in Shenzhen, Guoanju has been striving to be the leader in regulating market self-discipline and improving building materials services. This year marks the 10th anniversary of the establishment of Guoanju. In terms of market positioning, Guoanju will be fully upgraded in terms of customer service and operation management. At the same time as refining service standards, it will add a number of personalized and VIP members.

"Channel is king" is still the golden jade of the construction of the home industry forever. In today's building materials and home furnishing market in Shenzhen, under the increasingly fierce competition, Guoanju has made major adjustments in the market layout this year. It has been confirmed to open two in Huizhou. The branch, which is a Huiyang area, is located in Huicheng District, Huizhou. The market is developed from first-tier cities to second- and third-tier cities with unlimited potential.

Respond to new markets and seek new breakthroughs

Fang Weibo (Deputy General Manager of Wufang Home): I think the home building materials industry is closely related to the real estate industry. Judging from the trend of new houses this year, the industry dilemma will be eased in 2013, and the building materials and home furnishing industry will gradually recover. The industry is gradually recovering and the competition is fierce. In an unpredictable market environment, we should respond quickly and adjust in a timely manner. In the marketing and marketing activities, we will be “flexible, realistic and innovative” to seek new breakthroughs; in addition, we will strictly supervise quality and price; do a good job in pre-sales and after-sales customer service to gain the greatest competitive advantage. .

After several years of development and precipitation, Wufang Home has not only achieved remarkable results in brand building. Moreover, with flexible market operation and standardized operation management, it has won a large number of loyal customers, which is the greatest wealth of Wufang Home. No matter how the market changes, as long as there is customer support, you can gain momentum. In 2013, we will strengthen our interaction and contact with our customers through various initiatives.

Traditional business is greatly affected by the network

Zhang Qinghua (General Manager of Huameiju Building Materials Furniture City): The household consumption industry is closely linked with economic development. Under the continuous control of the property market under the macro control of the property market, under the dual pressure of liquidity tightening and inflation, the rigid demand for building materials is still subject to inhibition. With the continuous improvement of people's living standards and increasingly fierce market competition, the building materials and home furnishing market has also undergone qualitative changes. In addition to the crazy price war and the cost-saving promotion activities, the building materials home group purchase has been normalized, and it is not the latest move of building materials home enterprises and even home stores to attract customers in the past few years.

With the rapid rise of the network marketing model, some building materials and home furnishing enterprises have gradually transferred the battlefield to the Internet, forming a sales model of “network mall + physical storefront”, which has a certain impact on the traditional marketing model, thus forming a building materials home market. The situation of sales diversion. Overall, in 2013, Shenzhen building materials and home furnishing market still has certain potential, and Huameiju Building Materials Furniture City is full of confidence.

In the face of new market changes, Huamei Building Materials Furniture City has made accurate marketing in marketing in 2013, and adjusted the category layout and brand product line of our shopping malls according to customer needs, so that the business distribution is more uniform and the product mix is ​​more reasonable. To provide customers with one-stop quality product procurement and home improvement design services such as building materials, furniture, electrical appliances, design, etc., in the pre-sale, sale, after-sales service to do more nuanced.