The home industry 趁 "City"

No matter which entrepreneur, no one misses 2004-2007, it is the last peak of the market boom. They don't have to spend too much marketing effort, just ample supply, there is a lot of cash inflows. After 2008, the global economy began to decline, the government carried out large-scale regulation of the property market, and a large number of enterprises such as Home Depot, Huan Sanhuan, and Oriental Homeland left the scene. The fraudulent scandals such as Ou Dian floor and Da Vinci home were frequently exposed. Consumers lived. The requirements of the environment have also been significantly improved. The home industry experienced a severe test for the first time and learned to think for the first time. This opened the "Dahe" era.

Resource integration, management integration, channel integration, and marketing integration are different from other industries. The “integration” of home furnishing companies is not only internal but also in the industry. As a result, “first payouts” have evolved into industry norms, and furniture “trade-in” has been upgraded to government behavior. At the Milan International Furniture Fair, more and more Chinese companies have also appeared.

趁 "City"

Yin Chao, secretary general of the Beijing-based furniture brand alliance, said that the biggest feature of China's home furnishing market is the small industry. Relevant data show that in 2013, the total output value of China's furniture industry exceeded one trillion yuan, becoming the world's largest furniture production and consumption country for five consecutive years.

The home industry 趁 "City"

If the Chinese home furnishing industry has experienced leapfrog development in the past 30 years, then entering the first six years of the 21st century may be the most brilliant years.

It is reported that in 1978, the total consumption of furniture and building materials in China was only 2 billion yuan. In 2008, this value has reached 700 billion yuan. The market has surged 350 times. With the expansion of scale, the status of the home industry has also been continuously improved. It has become the fourth largest consumer product after real estate, automobiles and food, and has begun to occupy an important position in the national economy.

Since 2004, Lehua Meilan, Oriental Home, and Bianju have successively opened new stores in Beijing. In 2005, B&Q acquired OBI's business in China. In 2006, Dongyi Risheng introduced 30 million US dollars of overseas investment funds. In 2008, it was actually home. The store giants are expanding their way in second-tier cities.

“That is the happiest time for home furnishing companies!” Liu Chen, secretary-general of the Beijing Home Furnishing Industry Association, recalled the evaluations of the late 1990s and early 2000s.

Benefiting from the golden age of China's rapid economic development, the market demand for furniture and building materials is extremely strong. Producers have almost no time to consider the original design and service add-on. As long as there is supply, they will not sell their goods. As a circulation enterprise, the store will be shoulder-shouldered. The huge cash flow brought by consumers is almost bundled in sacks.

Until the arrival of the global financial crisis in 2008, Beijing's home furnishing market was full of brands and stores, reaching a golden boom period, and the industry pattern was initially formed.

Go ahead

As we all know, the entry barriers for furniture and home improvement industry are low. In the era when gold is everywhere, too many people are involved in laying a crisis for the industry.

In 2008, the home business that was accustomed to waiting for customers to go to the door suddenly had no sense of security. The financial crisis and the depression of China's property market immediately played a role in the home market. In the following five years, the home industry began to experience severe winter. Especially after the regulation of Beijing's property market policy, a group of shallow-rooted enterprises fell first. It has been reported that nearly 3,000 companies have closed down in a year, and a number of enterprises such as Hongli Boya, Huan Sanhuan, Haomeijia and Dongfang Homeland have closed down.

There are no bustling crowds in the store, and the brand companies are aware of the seriousness of the situation and are beginning to learn to think. Among them, "hard work and improvement of service" has almost become a sentence that every home business executive must say when interviewing the media.

Soon, the way to learn the benchmark business has begun to take effect. The “first payment” proposed by the home of the family has become a unified regulation for all home stores and even the building materials market. Next, the furniture “trade-in” was successfully tested by the company and upgraded to the pilot work led by the Beijing Municipal Commission of Commerce.

Home furnishing companies are taking the initiative to welcome customers and explore the business features that suit them. In 2008, the industry's peak decoration launched a big store model, Dong Yi Risheng focused on the operation of the Italian and German legalists; the store changed the "landlord" ideas, looking for breakthroughs in the introduction of brand, market positioning, after-sales service, etc., and looking for new marketing the way. For example, the “clear price” launched by the Real Home, the Chengfang Home Furnishing Plaza and the blasting marketing of Jimei Home have all achieved great results.

After the omission of the Ou Dian floor was exposed, in 2011, the "Da Vinci" incident once again shocked the industry, which also made the industry face the "integrity" test.

Some people say that real estate regulation has brought the home industry's recovery period ahead of schedule, which is not a bad thing for the entire market and economic order. Unregulated operators were quickly eliminated, and the companies that stayed did not stop moving forward.

Since 2012, the Real Home, Red Star Macalline, and Jimei have once again started to open in Beijing. Yifeng, Baiqiang and other production brands pay more attention to product development and original design.

Resource integration, channel integration, and brand integration have achieved the best results in home furnishing companies.

For example, in the “European and American Family” and “Redwood City Hall” formed by the integration of resources, the Red Star Macalline Compliance Policy was implemented in Tianjin and Beijing at the beginning of this year; for example, the production company and the famous stores are strong, and the Beijing-style furniture Reinforcement of enterprise alliances.

These all reflect the wisdom of the enterprise. In the trend of industry development, the scale of home furnishing enterprises has grown from small to large, and the use of modern management methods has become the consensus of enterprise development, which is due to the urgent demand of consumers for “big home”.

As the advocate of integrated marketing theory - Professor De Schultz of the United States said: The motto of the past companies is "consumers please pay attention", and now it should be "please pay attention to consumers."

In 2004, the Oriental Home, the Real Home, and the B&Q were piled up in the Jingkai store;

In 2005, the implementation of imported furniture “zero tariff”; OBI’s business in China was acquired; the national mandatory standard “Furniture Instruction Manual” was officially implemented;

In 2006, CCTV exposed Ou Dian floor production fraud; Dong Yi Risheng introduced about 30 million US dollars of overseas investment funds to create a home improvement financing;

In 2007, Beijing began to implement home improvement services and charging reference standards;

In 2008, the industry began to reshuffle, and the home giants expanded to second- and third-tier cities;

In 2009, the three-ring home store closed;

In 2010, the Beijing-style furniture brand alliance was established; the home “touched the net”;

In 2011, Home Depot was evacuated from Beijing; the Da Vinci incident was exposed; the home of the house was the first to push the furniture "old-for-new";

In 2012, netizens broke the news of Anxin’s “Poison Floor” incident; the home of the house was the first to push the “clear price”; the Red Star Macalline’s national stores broke 100;

In 2013, the Oriental store in Beijing closed down; the old trade in Beijing continued to be implemented; it was officially launched online;

In 2014, the home of Jimei and Jimei expanded to the suburbs of Beijing.

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