Consumption demand is continuously released by home stores and continuously recovered

China Business Daily (Reporter Jia Xinran text/picture) The current demand for consumption in our country is constantly being released. At present, the traditional consumption season of "Golden Nine Silver Ten", the launch of various promotional activities in the home store to attract consumers to participate, in order to boost the consumption of the home market. Industry insiders pointed out that as the market gradually recovered and the national policies were favorable, the consumption vitality of the building materials home market would be further released.

Entering the "Golden Nine Silver Ten" home improvement consumption season, home stores gradually recovered.

The market gradually recovers

At present, although the home improvement consumption has been affected by factors such as the impact of the new coronary pneumonia's epidemic to a certain extent, in the first half of the year, the national economy's stable and stable and good trend has recovered in the first half of the year. From the perspective of data, in the first half of 2022, the cumulative sales of building materials home stores above designated size reached 637.171 billion yuan, an increase of 32.47%year -on -year. Under the comprehensive influence of factors such as the stirring of the epidemic and rising material costs of the national building materials home market, it still shows full development toughness.

The effect of the prevention and control of the epidemic has gradually appeared, and the demand for home improvement and home purchase has also resumed. The reporter visited some home stores and found that in order to welcome the "Golden Nine Silver Ten" consumption season, major store merchants carried out a series of coupons, full reduction, buying gifts, and subsidy activities.

The sales staff of the Beijing Octagonal Store told reporters that from the perspective of Beijing, the sales situation in the second half of this year has improved compared with the first half of the year. The Mid -Autumn Festival promotion in September has ended, and it is currently preparing to plan for the October National Day event. "Actually, there will be promotional activities every month in the store, but 'Golden Nine Silver Ten' is a relatively important day, so the strength of the promotion will be greater." The staff of the Red Star Macron West Four Ring Stores told reporters that this year's " "Golden Jiuyin Ten" happened to be over time with the 20th anniversary store celebration. The entire promotional activity lasts from September 6 to October 7. During the event, consumers can pay 1 yuan through small programs to purchase 3,000 yuan home consumer coupon package. In addition, consumers can return to card through shopping, return to 100 yuan for shopping over 3,000 yuan, 200 yuan for more than 5,000 yuan, and 500 yuan over 10,000 yuan. The maximum activity can return to 500 yuan.

For the upcoming sales season, most of the professional managers of the building materials and home furnishing industry are also optimistic. The July Building Materials Furniture Index Index (BHI), jointly released by the Ministry of Commerce Development Department and the China Construction Materials Distribution Association, shows that the value of the "Manager Confidence Index" in July was 167.31, an increase of 30.91 points month -on -month, an increase of 23.5 points year -on -year. And its absolute value is 60.65, which is located in the high view. According to the analysis of the Industry Department of the China Building Materials and Distribution Association, the epidemic has led to a decrease in passenger flow of offline building materials and home stores. After the impact of the epidemic will be effectively controlled again, the delayed building materials home consumption demand will still be released. Change.

Release policies are good

The home industry continues to maintain high prosperity. At the same time, the launch of the policy is also expected to provide development opportunities for the industry. The Executive Meeting of the State Council held on August 24 clearly stated the real estate level that the local “one city, one policy” was allowed to use credit policies such as credit to reasonably support rigid and improved housing needs. From the previous "policy of the city" to the current "one city, one strategy", the support of high -level support for rigid and improving housing demand has increased again, which also means that real estate sales and completion are expected to gradually stabilize. Jiang Han, a senior researcher at Pangu Think Tank, believes that due to the overall fluctuations of the market, the current pressure facing home stores is relatively high. In the second half of the year, with the frequent warmth of real estate policies across the country, there is a possibility of recovery in the home market.

In addition, the Ministry of Industry and Information Technology, the Ministry of Industry and Urban -Rural Development, the Ministry of Commerce, and the General Administration of Market Supervision issued the "Promotion Plan for Promoting High -quality Development of the Home Industry" (hereinafter referred to as the plan) jointly released by the Ministry of Commerce, the Ministry of Commerce, and the General Administration of Market Supervision. The plan proposes that by 2025, the innovation capacity of the home industry has increased significantly, and the supply of high -quality products has increased significantly. It has initially formed a higher level of virtuous circulation of supply creative demand and demand traction supply. In addition, about 50 well -known brands and 10 home ecological brands will be cultivated in the home industry, a number of excellent products will be promoted, 500 smart home experience centers will be established, 15 high -level characteristic industrial clusters will be cultivated Consumption.

It is reported that this is the first national policy guidance document for the home industry, which means that the current domestic home furnishing industry has entered an unprecedented policy opportunity window period, which is of great and far -reaching significance. Qin Zhanxue, president of the China Architectural Materials Distribution Association, pointed out that the plan contains the five keywords of "intelligence, green, health, safety, and digitalization". The home environment is convenient, comfortable, healthy, and safe, and improves design leadership. From the perspective of consumption trends, the signal of upgrading of home building materials consumption has been very obvious. With the decision -making deployment of high -efficiency overall epidemic prevention and control and economic and social development, the rigid demand for home consumption is constantly being released. The gradual implementation of policy guidance documents that are superimposed in stable economic consumption will gradually stimulate the consumption vitality of the building materials home market.

Accelerate the transformation and upgrade

The introduction of the plan and the formation of new consumption trends will force the overall home industry to transform and upgrade. Zhu Jiagui, the executive president and general manager of Red Star Macalline Home Group, believes that among the new home improvement needs, the trend of consumption upgrade is very obvious. Therefore, in the past three years, Red Star Macalline has also maintained a fast, high -frequency fast running and iterative action. Earlier, Red Star Macalline released the three major stores of "shop 1", "Supreme Mall", and "benchmark mall", and proposed the TOP100 Mall strategy. In 2022, Red Star Macalline strengthened the expansion of the new category and the integration of multi -business formats, and continued to tap new trend categories and new trend brands. On the basis of the original nine categories, the category strategy is upgraded to the strategy of the top ten theme museums to achieve intelligent electrical appliances, international imports, design living rooms, high -end customization, soft furnishings, system doors and windows, boutique bathrooms, sleep life, trendy furniture, top ground, top ground The full coverage of the top ten categories of space. In recent years, the House has spared no effort in digitalization. Although affected by factors such as the epidemic, the direct -operating+franchise light asset model has been steadily expanded, the national chain retail network has further expanded, and the digital transformation has achieved remarkable results. In the first half of the year, the house continued to expand the stores across the country. A total of 10 stores and 10 stores opened, and 427 stores opened. In June 2021, the House officially launched the digital home improvement home industry service platform "Dongwo". After a year of development, as of the end of June 2022, "Dongwo" attracted 79 non -actually stores and nearly 10,000 non -non -existing stores and nearly 10,000 non -non -Non -10,000 non -non -non -existing stores. Actually, the merchant entered and realized commercialization, and GMV exceeded 7.4 billion yuan.

Digital waves reshape home consumption scenarios, and smart homes have also become the future development direction of the industry. As a leading company in the retail area, Fusonmei has been actively enriching the formats in addition to the layout of building materials, furniture, soft furniture, and imported home furnishings in recent years. It has continued to introduce head brands in the smart home industry, and gradually complement the traditional dominant home category. Earlier, Fusonmi issued an announcement that the company has reached cooperation with dozens of smart home brands and platforms at home and abroad to continue to optimize the brand structure and scene experience, and promote the intelligent construction of the whole house. In 2021, the company has successfully cut into the smart home track through investing in Ouuribo and Fu Xiaosen's smart home, smart home appliances, and all -house intelligent products.

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