The haze of the cold winter is gradually gone, we are welcoming the spring season, warm and bright as people expect the home improvement market. However, some insiders expect that although house prices have been lowered, this year's home improvement market is likely to be cold and hot. Waiting and sentiment will continue. Wu Baojun, general manager of Kuoda Decoration, believes that in 2012, the state still maintains monitoring of the real estate market, and implements policies such as restricting loans and restricting purchases to promote the rational return of housing prices. However, since last year, production costs have increased, corporate profits have declined, stock markets and other investment markets have been weak, and investor incomes have been reduced, making the home market in 2012 more complicated. The consumer's wait-and-see mood will be so strong, even if the people who buy the house just need to slow down the speed of the shot, which undoubtedly makes the trend of the confusing downstream industry more uncertainty. Judging from the impact of the real estate market on the home furnishing industry, the chief executive of Haichuang Yibang believes that the country’s policy of restricting purchases and price limits will play a significant role in first-tier cities in China, but for second-tier cities such as Xi’an. Not big. It is expected that the local housing prices in 2012 will be relatively stable, and there will be no significant price cuts or price increases. However, the lag of the impact of the property market on the home industry determines that the effect of property price adjustment can only be felt in the second half of the year. Building materials industry will face pressure on price increases Although building materials, furniture and labor costs have risen last year, this year's building materials industry can't escape the pressure of price increases. According to the sales staff of Huida Sanitary Ware, from the beginning of last year, the price of building materials has shown a slow climb. Industry insiders expect that the building materials market will still grow at double-digit rates this year. At the same time, the person in charge of the home improvement association told the reporter: "It is expected that the labor cost of home improvement will be slightly adjusted in the second half of this year. Because if the purchase of housing is concentrated in the second half of the year, the decoration company will face shortage of labor, which will be more or less Expenditure affecting labor costs.†There are many factors that cause the price of home building materials to rise: First, the increase in production costs, the price of coal, petroleum and other energy and wood, metal, PVC and other raw materials continue to rise, coupled with the high building materials manufacturing industry. Energy-consuming and highly polluting industries, in order to cope with the national call for energy conservation and emission reduction, the production technology must be improved, and the production cost is increased invisibly; second, the operating costs are increasing, the domestic oil price and gas price are rising, and the transportation cost is also followed. Rising, merchants who have previously adjusted the price of some commodities said that there is a high possibility of another price hike. It is reported that the differentiation of home improvement companies in 2012 will be more obvious and thorough. The reporter learned that some home improvement companies take the path of organic home improvement and locate high-end people; some will focus on developing soft clothes, focusing on products and playing the overall design concept; some focus on the renovation of villa houses. It is expected that foreign brands will join the competition during the year, and the rapid distribution of chain supermarkets will allow a small number of dealers to complete the accumulation of original funds and establish their own portals, gradually affecting the channel strategy, marketing strategy, service strategy and even higher-level brand strategy of the local building materials market. In addition, the competitive landscape of the home improvement market will also rise from the original price competition to channel competition, from brand competition to management competition, from talent competition to service competition. Kong Yi, general manager of Dongyi Risheng believes that home improvement enterprises should respond to market changes, and should identify their own market positioning, segment the market, and achieve differentiated operations. Dedicated to a certain level of consumer groups, it is conducive to deepening the products and services. In recent years, Dongyi Risheng has seen the demand for home improvement of stable income groups such as civil servants, and also pays special attention to the quality of home improvement. The introduction of new customers by old customers is the main means to increase the number of orders received. In 2012, the home improvement market will go to the left or to the right. People in the industry have different opinions. However, most corporate executives believe that the market will develop in a healthy and rational direction, and enterprises should also seek to develop by insisting on innovation and rejecting old-fashioned ideas.
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