Analysis and Prospect of the Present Situation of Cabinet Industry in the First Half of 2012

2020-02-17 23:05:36

Current situation

First, in line with the trend of the property market in 2011, the main direction of the macro policy of the property market in 2012 is still "to insist on real estate control policies unwavering." In the first half of 2012, the overall situation of the property market was not optimistic. All parties were gambling, and small-scale housing enterprises either struggled to survive or were eliminated. Affected by the sluggish property market, the export and domestic sales of the pan-home industry, including cabinets , were blocked.

Conclusion: A firm regulatory policy affects the direction of the property market in the future. Most cabinet companies need to pay more for survival and development in an uncertain environment.

2. Since 2012, due to the influence of the big environment, many home furnishing enterprises have experienced declining sales, weak management and worrying prospects. Among them, the overall market performance of the cabinet industry in the first quarter fell by 15% to 20%, and many cabinet brands are in a slowdown in sales growth. Operating in a stagnant state, I feel that "the days are very difficult." The days of some famous brands such as Europa have been very good. Statistics show that the Beijing cabinet market, a few brands such as Europa and Boloni occupy the largest piece of cake in the market. 20% of the brands account for 80% of the market, and the cabinet industry is particularly evident.

Conclusion: The industry continues to be sluggish, many small brands survived and faced reshuffle. After undergoing market inspection, well-known brands formed by word-of-mouth have become the first choice of most consumers. The more concentrated the brand concentration, the cabinet industry has gradually entered the brand era.

Third, the 2012 China Door Industry Expo, the European-style Vanity Wood Door quickly became the banner and focus of the exhibition with its three series of “prestige”, “classic” and “fashion”. Some experts pointed out that the European School Group is “casting the tripod”. Under the 2012 “strategic traction”, with the advantages accumulated in design, production, brand and channel, the strong entry into the wooden door industry will surely become the vane and booster to lead the development of the industry.

Conclusion: The launch of the “Fandi Ni” wooden door further deepened the “integrated home” concept of the European Group. The European Group promotes the concept of “whole home” in a more in-depth direction. It also shows that the “whole home” built on the advantages of integrated design, production, brand and channel will become the development direction of some home furnishing enterprises.

4. It is said that the sixth phase of the Shenzhen Vanke Fifth Park project was used to use cardboard as the cabinet and indoor door materials, and further questioned that the use of “cardboard materials” caused the cabinet to be damp and mild, and the indoor air quality was not up to standard. problem. In this regard, Vanke said that the mold back of the cabinet is the cabinet supplier's delivery, construction error.

Conclusion: Compared to Vanke's firm response, one of the protagonists in the event, a "cabinet supplier," why almost no voice is made? The truth is unknown. The desire for the fine decoration market, coupled with the purchase price of strong real estate developers, "cabinet suppliers" when self-improvement, at any time to make their own powerful voice.

5, regardless of the brand, as long as the consumer makes an appointment, they will provide free cabinet and wardrobe repair service; there is no threshold, as long as you want, you can enjoy the whole house free home design and on-site measurement and design of the cabinet; as long as the purchase of the cabinet Or the wardrobe, you can enjoy the free door-to-door demolition of old cabinets, wardrobes... This is the "three free" service launched by Ou Paijia in Guangzhou in March. Its pioneering measures in the industry have caused great concern.

Conclusion: Consumers' demand for services has become more and more important. Europa has launched the “three-free” service, which is an industry brand service upgrade caused by the increasingly fierce market competition environment. It is an indicator of the industry's maturity, with more companies offering similar products. The service shows that the mature era of the cabinet industry is coming.

6. On March 24-26, 2012, the 3rd China (Guangzhou) Cabinet Exhibition jointly organized by China Building Decoration Association Kitchen and Bathroom Engineering Committee and Shenzhen Asia-Pacific Media Co., Ltd. was held at Guangzhou Pazhou Poly World Trade Expo Center.

Conclusion: Although the home industry is harsh winter, there are many cabinet companies participating in the exhibition, and the popularity is very high. The good results of the top exhibitions make the cabinet companies feel the warmth of spring.

Outlook

7. In the harsh market environment, how to survive and promote development? At the 17th International Building Decoration and Materials Expo, domestic brand giants gathered in Changchun International Convention and Exhibition Center. Yao Liangsong, the chairman of Guangdong Oupai Home Group, has developed a recipe for private enterprises – “transformation and upgrading”.

Conclusion: With the rising cost of labor, land, economic environment, safety, energy, etc.; the rapid increase in taxes and fees, and the increasing cost of institutions. Cabinet companies should turn to the "type" of extensive operation, high consumption, high cost and low efficiency, and promote the "level" of the core competitiveness of enterprises. Following the needs of consumers, “transformation and upgrading” has become the main task of cabinet companies.

Eight, the real estate market decline, home building materials sales can not make ends meet, such a market environment will accompany furniture dealers in the future. The high rents and the decline in sales have led to disputes between the home dealers and the stores, and the cabinet dealers have also been spared. Or the store to rent down, the two groups to warm up, or throw away the store to promote independent store model, or look to the third and fourth-tier market.

Conclusion: These actions show that in the industry's turning point, new channels and sales models will emerge as the times require, and the pan-home industry will continue to move forward.

IX. Piano will continue to be surprisingly successful in the exhibits, and will participate in the 17th Shanghai International Kitchen and Bathroom Facilities Exhibition with the latest original innovations “Bruce” and “Chu Yun”. It is understood that these two independent research and development products are the first time that Piano's top designers went to Milan for a long time to examine and perfectly combine the international top cabinet design with the Chinese family kitchen habits.

Conclusion: Independent research and development, adhering to original patents, can walk in the forefront of the cabinet industry, in order to grasp the trend of fashion design and the forward-looking product features.

X. Environmental protection and technology have become the theme of the 8th Beijing Home Expo. Among the participating furniture and building materials brands, many companies also focus on environmentally friendly products and respond to the theme of green exhibitions. It is reported that the organizing committee of this year's home fair has increased the exhibitions of low-energy, low-emission and low-pollution household products, which account for about 45% of all exhibits. The European-style environmentally-friendly cabinets showcase the modern atmosphere, and Shanjia Wood will focus on the more environmentally-friendly solid wood products.

Conclusion: The concept of environmental protection has been deeply rooted in the hearts of the people, and relevant national standards will also impose stricter requirements on the environmental energy consumption of products. Environmentally friendly cabinets are the magic weapon for future cabinet companies to win.

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