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Furniture companies attract more consumers with discounts
Due to the hot second-hand housing transactions in the second half of 2009 , the second-hand housing decoration market has risen sharply since the Spring Festival this year. Data from the Beijing Household Consumption Survey in March showed that the number of second-hand house renovations in the city rose by about 35% in the first quarter , and it surpassed the number of new house renovations by 1 percentage point for the first time .
Significant growth in the number of second-hand house decoration
According to the statistics of Koda Decoration, the company's second-hand house decoration business volume has been maintained within 10% , but this year in March and April once occupied about 50% of the total business volume .
It is understood that although the single transaction volume of second-hand house decoration is relatively small, due to the large base and large number of this consumer group, the proportion of second-hand house decoration business volume is increasing, and it has driven the first half of the year, especially the third 1. The overall sales performance of home improvement companies in April.
Wang Xiaobin, vice president of decoration, said that the company's second-hand house decoration business volume has risen sharply from 25% last year to about 40% now . He said that a large number of second-hand house decoration contracts were released in March and April, driving the overall business volume to increase by about 40% over the same period . The business volume in March alone exceeded 30 million.
New Deal in the property market affects the decoration market
April 14 this year, the state introduced the New Deal market regulation, the trend of rapidly rising prices has been checked quickly, "to buy up not to buy down" the psychological make consumers Chibidaigou, resulting in the downstream home improvement market has also been affected. The reporter learned from an interview that the previous year was May, which was the peak season for decoration, but this year it was uncharacteristically indifferent. The average number of signings by various decoration companies also decreased by about 30% compared with the same period of last year .
Industry insiders believe that the impact of the new policy of the housing market on the second-hand housing market will be immediate, while the impact of the new house decoration may only gradually appear in the second half of the year. According to current company data, after the introduction of the new policy in the property market in April, the market was significantly weakened. The number of signed orders in May also fell sharply compared with the same period in previous years.
Li Binghua, manager of Yefeng Beijing Branch, which mainly focuses on new house decoration business, said that the overall business volume in the first half of this year has increased by about 40% over the same period , but the growth rate has slowed down significantly in May. Although the construction volume in June was basically flat, the purchase volume of main materials declined significantly.
Price hikes cause furniture companies to dilute profits
Like the home improvement industry, the furniture industry also began to adjust under the word " up " . In the first half of this year, the prices of wood, metal resources and labor costs began to rise gradually. It is reported that the overall cost of domestic raw materials and hardware has recently risen by 5% to 10% . The “ increasing wages †and the shortage of technicians in Guangdong, the main furniture producer , have also caused labor costs to rise by as much as 30% .
According to Zhao Ruihai, president of Qumei Furniture Group, the price of raw wood materials has risen sharply, mainly due to the increased demand for wood.
Liu Kejie, a spokesman for Meikemeijia, also pointed out that major exporters of log materials such as Chile and Finland have suffered geological disasters this year , and natural disasters in Russia and New Zealand have affected global timber prices. In addition, most of the European and American furniture factories whose production has been reduced due to the economic crisis will resume the shortage of raw materials in the short term.
Taking Qumei furniture as an example, the individual cost of wood increased by about 20% , and the average cost of all Qumei products rose by about 7% -8% . Zhao Ruihai said that the current profit margin of the furniture manufacturing industry is about 10% . Based on this cost increase, corporate profits will be diluted by 5% to 6% .
Relevant persons from the top 100 furniture companies said that due to rising costs in the first half of the year, profits have been diluted above 5% , and the pressure on solid wood products has increased by 5% in June . In order to ensure an appropriate profit margin, Meikemeijia has also notified customers that the price will increase by 10% in June .
â– Industry statement
Renovation and attention
â— Wang Xiaobin, Vice President of Decoration
The second-hand house decoration market is dominated by relatively economic packages, and the demand for decoration is also mostly small and medium-sized, so in the short term, the profit point of home improvement companies is still mainly new houses. As the transaction volume of second-hand housing has shrunk for a period of time, the second-hand housing decoration market linked to the transaction will also be temporarily depressed. However, in the long run, there is a large number of renovation needs in the market, which will become the focus of attention of various decoration companies in the future.
Regulation appears in the second half of the year
â— Wang Jianguo, general manager of Beijing Federal furniture company
I think that in the second half of the year, the furniture market will be affected by policy adjustments and will increasingly show the characteristics of " big at both ends and small at the middle " . In general, the whole house priced at more than 100,000 high-end furniture products, 40,000 less than the corresponding demand is rigid demand for furniture will trace the increase, while 40 000 -6 million in end consumer demand is likely in the second half Was greatly affected.
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