The off-season home season is worsened by the New Deal or entering the rural market

According to the statistics of the relevant departments, the new "Eight Articles of the People's Republic of China" and the central bank's third increase in the benchmark deposit and loan interest rates of financial institutions have made the hot property market in Foshan recently calm again. So, how is the home furnishing industry as a downstream industry of the real estate industry affected? Industry insiders said that the downturn in the property market has caused the home furnishing industry to be "very hurt", but in the long run, the return of the property market to rationality or the home furnishing industry will usher in a long-term positive.

Off-season meets the New Deal

On January 26, 2011, it was again hailed as the most stringent real estate regulation policy in history. "Eight National Articles" was issued; on February 9, the central bank raised the benchmark interest rate of RMB deposits and loans for financial institutions for the third time. The double combination of "and raising the interest rate of RMB" has hit the high temperature of the property market hard, and most buyers have begun to adopt a wait-and-see attitude. As the downstream home furnishing industry was also affected, the reporter found that when visiting Lecong Furniture City and Nanhai home world, there were not many customers buying furniture, and the sales staff also said that the recent low season of the furniture industry was encountered by the property market. In the New Deal, fewer people buy houses, and fewer people buy furniture.

"The New Deal in the property market will definitely have a great impact on the home furnishing industry." Lan Weibing, director of the Foshan Office of the China Ceramic Industry Association, said: "The ceramic industry mainly provides floor tiles and exterior wall tiles for real estate, and the real estate industry is affected by the New Deal. It is also a big blow to the Foshan ceramics industry. "

Tao Tao, Marketing Director of Dongpeng Ceramics Group Co., Ltd., also believes that the new policy of the property market will not only suppress the overheating of the property market, but also affect the home furnishing industry. "In the downturn of real estate transactions, whether it is the furniture or ceramics industry, sales will be very Big impact. It is also the off-season of the home furnishing industry. The current frustration may not be obvious, but this impact is also real. "

It should be good in the long run

Although the frequent introduction of the New Deal in the property market has caused home furnishing companies to feel "very hurt", industry insiders also said that the purpose of the New Deal in the property market is to lead the stable and healthy development of the real estate market. Consumers are more rational in buying homes. It is actually a great advantage.

Lan Weibing believes that the New Deal in the property market is not a suppression at the consumption level, but a suppression of multiple suites. "The main target of suppression is the" family speculators. "In fact, these speculators will not renovate the house. The property market The introduction of the New Deal will further benefit just-needed home buyers. After buying cheaper houses, these more-needed buyers will also have more money left to renovate and purchase furniture, which is actually a great benefit to the home furnishing industry. "

Wang Tao also said that the impact of the property market new deal on the home furnishing industry is only temporary, and that the real estate industry tends to be rational and is very conducive to the good development of the home furnishing industry. In the long run, users who are just in need are the largest consumer group in the home furnishing industry. In this case, it is important for companies to position themselves well in the market. "

Or may enter the rural market

Although people in the industry generally believe that the home furnishing industry will usher in a long-term good, but how to solve the current problems has become a common concern of home furnishing companies. In this regard, industry insiders have pointed out that China's vast rural market is now increasingly highlighting its huge digestive capabilities. Enterprises should pay attention to the rural market, and marching into the rural market will become a new way for enterprises.

"The previous home furnishing companies always focused on taking the high-end market as a way to highlight the brand, but the reality of the past two years tells us that the rural market has become increasingly important, and companies should pay attention to this market." Executive Deputy Secretary-General of Foshan Furniture Industry Association Gao Hongbin said that due to the neglect of previous years and the development of rural areas in recent years, including the policy drive of urban-rural integration, the demand for household products in the rural market is constantly expanding.

Lan Weibing also believes that while building products with their own core competitiveness, enterprises should also pay attention to the rural market. "The Chinese market is actually very large, and now the rural market is more promising. Home furnishing companies need to win better development and develop some intensive Low-carbon products to adapt to the rural market, and a comprehensive approach to the rural market is a new way for enterprises. "
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