Looking back on 2019, facing the general trend of policy and market changes, the home furnishing industry has been actively changing. Brand enterprises are constantly refreshing their thinking mode, trying to play new tricks, and promoting the steady development of the industry ecology.

By looking back and thinking, we can often find the shortcomings and advantages of enterprises, explore new trends, new trends and new growth points of industry development, so as to formulate corresponding strategic layout and meet challenges and opportunities.

Can the household market rise against the current in 2019

Home furnishing demand is "real and rigid demand", the future of the industry

Industry insiders believe that in the long run, home furnishing demand is "real and rigid demand", because it is everyone's right to pursue a better life, yearn for a better living environment, and then have a more personalized living space

Although there are many pressures in the environment, the household industry will inevitably enter into the "adjustment period", but in fact, it is not a bad thing, and the future is still promising.

According to the data of the National Bureau of statistics, in November, the total retail sales of furniture reached 19.3 billion yuan, a year-on-year increase of 6.5%. From January to November, the total retail sales of furniture reached 175.8 billion yuan, a year-on-year increase of 5.5%.

Compared with that in October, the total retail sales of furniture in November increased by 10.9% on a month on month basis, and the growth rate recovered.

Moreover, the national furniture procurement scale has rebounded on a month on month basis. On the whole, the furniture procurement market remains stable, with the number of projects increasing by 17% on a month on month basis.

According to the analysis of the industry, at present, the first and second tier cities have a large market scale, a relatively stable market pattern, and are basically occupied by the top brands; the third and fourth tier cities have a large development space for the sinking market, and there is still room for further integration of small and medium-sized enterprises.

In this market pattern, enterprises should not blindly add, but should not stop and miss the good opportunity for development.

The overall surplus of household stores and the effect of brand scale

Recently, the national bhei (saturation early warning index of China's urban building materials and home furnishing market) data report in 2019 released by China Building Materials Circulation Association showed that the bhei value in 2016 was 133.96, and the national building materials and home furnishing stores were in saturation state;

In 2018, the bhei value was 160.98, and the national building materials and home furnishing stores entered the oversaturated state. By 2019, the national bhei value was still rising, and entered the continuous oversaturated state.

As far as the whole country is concerned, it is an indisputable fact that the overall surplus of building materials and home furnishing stores is still increasing.

At the same time, Qin zhanxue, President of China Building Materials Circulation Association, also announced bhei of 70 large and medium-sized cities in China, of which 50 cities are in oversaturated state.

According to Qin's analysis, the market of urban building materials and home furnishings should follow the law of urban development and make a reasonable layout. We will encourage and support the development of multiple formats in the building materials and home furnishing market, and move to Pan home furnishing market, so as to form a situation in which rental stores, supermarkets, boutique stores and innovative formats coexist.

In addition, we need to develop smart home, build smart shopping malls, lead new demand, promote consumption upgrading, and then upgrade and rearrange the traditional building materials home market.

However, the home store industry has certain self-regulation ability and self-healing ability. The overall excess and fierce competition are not equal to "collapse". The national building materials and home furnishing market industry has the characteristics of "large industry, small enterprise", and more than 95% of them are private enterprises, whose ability of continuous self-improvement, transformation, upgrading and innovation to adapt to the market cannot be underestimated.

High end chain home shopping malls not only expand rapidly in China, but also purchase a large number of local home shopping malls.

According to the public information, at present, the total number of Red Star Macalline stores in China, including self operated stores, franchise stores, entrusted management stores, cooperative operation stores, has reached 386.

For home shopping malls, especially domestic brands such as red star Macalline, Wanjiali building materials and home furnishings, have shown obvious scale effect.

Stepping into the transformation and upgrading period, innovation and reform keep moving forward

Count down in 2019. In this year of more and more integration of Internet thinking, the major brands of home furnishing industry have stepped into an important period of transformation and upgrading, with frequent actions and unique moves.

Indeed, the home furnishing industry has always been an industry with a large capacity but low consumption frequency. Although in recent years, practitioners in the home furnishing industry have expressed that it is "difficult", this trillion level market still has the temptation to attract more and more "new people" into the market.

In today's multi-channel, multi-way integration of resources, new technology, new model to create a new experience, occupy the market, pay attention to brand, pay attention to quality, proficient in service, create products of enterprises in the market is also more favored by consumers.

Similarly, in 2019, the marketing environment and marketing mode of home furnishing industry are changing rapidly. In addition to products and services, the future home furnishing industry should also pay attention to the innovation of marketing channels.

2019 is a turbulent year for the household industry. For many traditional enterprises, if they don't wake up and change in the already fierce competition environment, they will be further squeezed or even eliminated.

In this year, the competition among home furnishing stores is more fierce. The comprehensive delivery of hardbound houses has brought great challenges to the home furnishing industry, which is constantly moving forward on the road of innovation and reform.

Under a lot of pressure, the top enterprises have made great efforts to transform

The overall development of the industry is sluggish, and there is a lot of pressure from all aspects, which is the most direct for 2019 by almost all home furnishing industry practitioners and relevant people