Home building materials market life and death bureau

The disorderly expansion of the hidden home building materials industry encountered winter analysts said that the real estate industry to pick up and urbanization will promote the recovery of home building materials demand a few years ago, with the booming real estate, home building materials industry experienced a rapid development . However, the home building materials industry is highly dependent on real estate. When the real estate market suffers from the "winter" due to the impact of macro-control, the days of the home building materials industry are also bad. The closure of some of the world's largest home builders in China is enough to illustrate the difficulties of this industry. However, in the second half of 2012, the real estate industry has gradually begun to bottom out, and home building materials industry will usher in the spring?

The home building materials industry is born in accordance with real estate, and falls in accordance with real estate. In the face of ups and downs of real estate, the home building materials industry is just like riding a roller coaster.

Recently, the domestic home building materials retailer Leading Oriental Home has recently been caught in the whirlpool of closure, the external speculation of the home building materials industry is also coming.

Excessive expansion of the home building materials industry is strongly associated with real estate.

“A few years ago, with the booming of real estate, the home building materials industry, especially the channel companies, such as Oriental Homeland, has experienced a rapid development.” An analyst who declined to be named told According to the reporter, “A company like Oriental Homestead is doing commercial real estate to a certain extent and earning rental income. With the rise in real estate prices, the company has passed through assets and has continued to expand.”

However, ten years after the Hedong of the Yellow River, with the implementation of real estate control policies and restrictions on purchase orders, the home building materials industry also began to encounter "winter." In September 2012, Home Depot, the world's largest home furnishings retailer, announced the closure of all 12 stores in China. The world’s second-largest home building materials retailer, B&Q, is also closing stores. The domestic home building materials retail sales of leading homes in the East are also facing a loss situation.

“The year that the channels for home building materials manufacturers continued to expand was based on the rising prices of real estate. However, with the fall in land prices, the company’s cost of acquiring funds will rise, which will cause the pressure on such companies to rise. "The above analyst told reporters.

Zou Mingxiao, researcher of China Investment Advisor Building Materials Industry Group, said in an interview with Securities Daily that “the purchase restriction and real estate regulation have two contributions to the development of the home building materials market: First, real estate regulation directly affects the demand of the home building materials market. Or will be on the brink of bankruptcy, mergers and reorganization within the industry is inevitable, the degree of industry concentration is expected to increase; Second, the state in the real estate control policies have a focus, and different housing needs different types of home building materials, so the home building materials industry The product structure has an impact."

“According to the macroeconomic and real estate regulatory policies, Home Depot and IKEA have closed down department stores in recent years, but this does not mean that they abandon the Chinese market, but adjust their strategies to discover new market opportunities.” Zou Mingxiao told reporters.

Need to be transformed "The current situation of the building materials industry is not good, in addition to the regulation of real estate, but also related to the international economic environment." Analysts who do not want to be named told reporters, "Before, 40% of the domestic building materials home is exported However, with the unfavorable external economic development in recent years, export-oriented building materials companies have had to turn to domestic sales. However, these companies were formerly brand-name manufacturers, so there is no corresponding brand in the country, which will also affect Market sales."

In addition, the building materials home industry is also facing the pressure of rising labor costs. “The home furnishing industry is a labor-intensive industry. Faced with rising domestic labor costs, some companies have begun to move to Southeast Asian countries for production,” said the analyst.

"The current home building materials industry has two major challenges: First, the lack of terminal demand, in recent years, the state's control of the real estate industry to strengthen, as its associated industry, home building materials industry by its drag, sales slippery; Second, the need for transformation, consumption The demand of the industry is the direction of the development of the industry. The current domestic consumption habits have changed, and the simple home building materials store can no longer meet consumer demand, so it urgently needs to be transformed.” Zou Mingxiao said in an interview with reporters.

“The home building materials market has a strong relationship with the income level of residents, so imported brands have advantages in the first-tier cities, while domestic brands have advantages in the second and third-tier cities due to high cost performance and good service,” said Zou Mingxiao.

At present, some companies have started to sell online building materials and household products, and some e-commerce companies are also eager to try this field.

“Home retail stores will be affected by e-commerce, because e-commerce has the advantage of low prices, but the current e-commerce channel is still more confusing, and the sales of products are also concentrated in low-end products, so the future of home retail stores can be High-end transformation.” Zou Mingxiao told reporters.

“The current building materials home market is relatively confusing, first because the industry does not have a uniform standard, second, because the domestic building materials home market is uneven, there are few well-known brand companies, and third, because online sales service and related legal issues are not yet Solve, "An industry source told reporters, "In addition, this is also related to people's spending habits, building materials, households are not ordinary consumer goods, people still hope to personally feel the effect of the product. Therefore, at present, it is still relatively optimistic about the physical store sales."

Urbanization support “In recent years, as people’s income levels continue to increase, people’s demands for building materials and home improvement are not short-term. Paying attention to brands, focusing on quality, and focusing on personalized design will become the future direction.” Analysts who asked not to be named Told reporters, "At present, the way of customizing home is welcomed by first-tier cities and second-tier cities."

“For example, Sofia provided a one-stop service to communicate with consumers from the design and production of home products,” the analyst told reporters. “This brings about differentiated services, but it is costly and testable.” The timely delivery capability of the company."

"The future of brand building will affect the company's development." An industry source told reporters, "At present, IKEA in the country is well-known, this for domestic companies, it should be worth learning."

“The home furnishing industry in China responds to competition in two ways: First, it continues to fight for service cards and wins consumers' recognition with high services. Second, it can develop brand alliances so that it can concentrate resources on the competition of imported brands.” Zou Mingxiao said .

“The home building materials industry has risen and dropped due to real estate. Real estate has gradually come out of the trough in 2012, and it is expected to increase its warming rate, while the prosperity of the building materials home industry will fall behind the real estate industry for 3 quarters. From the current perspective, the home building materials industry will see a turnaround in 2013.” An analyst who declined to be named told reporters.

In addition, urbanization will also play a role in the building materials industry. “Urbanization will benefit the development of the home building materials industry because urbanization will inevitably lead to the construction of a large number of houses. This will increase the market demand for the home building materials industry. A lot of good effects.” Zou Mingxiao said, “But in this round of development trends, companies should not be blindly optimistic. They must recognize the market situation and move along with market demand. Only in this way can they seize opportunities and achieve greater development.