Home industry 趁 "City" 揽 金砥砺 前行

Which entrepreneurs are allowed to do, are all miss 2004-2007, it is the final peak of market prosperity. They do not need to spend too much marketing effort, but only need to ensure adequate supply, there will be a lot of cash inflows. After 2008, the global economy began to decline. The government carried out large-scale regulation of the property market. A large number of companies such as Home Depot, Huansanhuan, and Dongfangjiayuan left the market. Counterfeit scandals such as Oudian Flooring and Da Vinci Home Furnishing were frequently exposed. Consumers lived. The requirements of the environment have also been markedly improved. The home industry has undergone severe tests for the first time and has also learned to think for the first time. This opened the era of "great cooperation."

Resource integration, management integration, channel integration, and marketing integration are different from other industries. The “integration” of home companies not only acts internally, but also in the industry. As a result, “first payment” has evolved into an industry standard, furniture “renewal” has been upgraded into a government action, and more and more Chinese companies have appeared at the Milan International Furniture Fair.

According to Yin Chao, the secretary-general of the "City" Fan Jin Jing School of Furniture Brands, the biggest feature of China's home furnishing market is the small business sector. Relevant data show that in 2013, the total output value of China's furniture industry exceeded trillion yuan, and it has become the world's largest producer and consumer of furniture for the fifth consecutive year.

If China's home furnishing industry has experienced leaps and bounds in the past 30 years, it may be the most glorious time in the first six years of the 21st century.

It is reported that in 1978, the total consumption of furniture and building materials in China was only 2 billion yuan. In 2008, this figure had reached 700 billion yuan. The market scale has increased by a factor of 350. With the expansion of scale, the status of the home industry has also continued to increase. It has now become the fourth largest category of consumer goods, second only to real estate, automobiles, and food. It has begun to occupy an important position in the national economy.

Since 2004, Leroy Merlin, Orient Homestead and B&Q have opened new stores in Beijing; in 2005, B&Q acquired OBI's business in China. In 2006, Dongyi Risheng introduced overseas investment of US$30 million. In 2008, the House was actually home. And other store giants are expanding in second-tier cities.

“That was the happiest time for home companies!” said Liu Chen, secretary-general of the Beijing Home Furnishing Association, recalling the years from the late 1990s to the early 21st century.

Benefiting from the golden era of China's rapid economic development, the market has a strong demand for furniture and building materials products. Producers are almost no time considering the original design and service add-on. As long as there is supply, they will not be sold out. As a circulation company, the stores will take over the shoulder. The huge cash flow brought by consumers is almost packed in sacks.

Until the advent of the global financial crisis in 2008, Beijing's home furnishing market was full of brands and stores, and reached the golden prosperity period. The industry structure was initially formed.

As we all know, furniture and home improvement industries have low barriers to entry, and in those years when gold is everywhere, too many people's involvement has laid a crisis for the industry.

In 2008, home companies that used to wait for customers to visit their homes suddenly had no sense of security, and the financial crisis and the depression of the property market in China instantly acted on the home market. In the following five years, the home industry began to experience severe winters. In particular, following the regulation and control of the property market in Beijing, a group of enterprises with a shallow foundation fell first. It is reported that nearly 3,000 companies have closed down in one year, and a number of companies such as Hongli Boya, Huansanhuan, Haomeijia, and Oriental Home have closed.

There was no bustling crowd in the store. Brand enterprises realized the seriousness of the situation and began to learn to think. Among them, "hardly practicing internal strength and improving service" has almost become a word that every home company veteran must say when interviewed by the media.

Soon, learning how to set up a benchmarking company has begun to take effect, and the “preemptive payment” proposed by the actual home has become a unified provision for all home stores and even the building materials market. The subsequent “restoration” of furniture was successful through corporate trials and upgraded to be a pilot project led by the Beijing Municipal Commission of Commerce.

Home companies start to take the initiative to welcome customers and explore their own operating characteristics. In 2008, the industry's peak decoration launched a large store model, East Yi Risheng focused on the operation of the Yidefa family; stores to change the "landlord" ideas, in the introduction of brand, market positioning, after-sales service and other aspects to find outbreaks, and to find new marketing the way. For example, the “Clearly Secured Price” launched by the House of Fame has achieved great results in the blasting marketing of Cheng Home Plaza and Jimei House.

Following the falsification of the area where the Oudian floor was exposed, in 2011, the “Da Vinci” incident once again shocked the industry and outsiders, which also made the industry face the test of “honesty”.

Some people say that the regulation of real estate has brought the arrival of the home industry in advance, which is not a bad thing for the entire market and economic order. Irregular operators were quickly eliminated and the remaining companies did not stop there.

Since 2012, Actual Home, Red Star Macalline and Jimei have once again started to open stores in Beijing. Italian style, top 100 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 companies.

For example, the “home of the United States and Europe” and the “Redwood Hall” formed through the integration of resources, the Red Star Macalline conforms to the policy of the combined operations of Tianjin and Beijing that were implemented at the beginning of this year; for example, the joint production enterprises and well-known stores, the Beijing School Furniture Reinforcement of corporate alliances.

These all reflect the wisdom of the company. In the trend of industry development, the scale of home companies has grown from small to large, and the use of modern management tools has become a consensus for business development. This is due to the urgent demand of consumers for “big home”.

As the advocate of integrated marketing theory, the United States, Professor DE Schulz said: In the past, the company’s motto was “Consumer attention,” and now it should be “Please pay attention to consumers.”

In 2004, the Oriental Home, the Home of the Blind, and the B&J have gathered in Beijing to open stores;

In 2005, the “zero tariff” on imported furniture was implemented; OBI’s business in China was acquired; and the national mandatory standard “Furniture Manual” was formally implemented.

In 2006, CCTV disclosed the counterfeiting of the European Code flooring production base; Dongyi Risheng introduced about 30 million US dollars of overseas investment**, creating a precedent for home decoration.

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

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

In 2009, the Third Ring Home Store closed;

In 2010, the Beijing School Furniture Brand Alliance was established; home "touch net";

In 2011, Home Depot evacuated Beijing; the Da Vinci incident was exposed; actually the House devaluation of furniture "trade-in";

In 2012, netizens broke the news of Anxin's "poison floor" incident; actually the home devaluation "clearly-priced"; Red Star Macalon stores in China broken 100;

In 2013, the Oriental Home Beijing store closed down; Beijing continues to implement the old trade; it is officially online;

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