Under the national policy of building 10 million units of affordable housing this year and 36 million units of housing in the next three years, a total of 57,000 units of affordable housing were started in Chengdu in 2011, including 19,000 low-rent housing and 12,000 affordable housing , 11,000 sets of price-limited commercial housing and 15,000 sets of public rental housing. Unlike commercial housing, as a specific project for the government to provide housing protection for low- and middle-income groups, affordable housing is more aimed at the rigid demand in the market and first-time home buyers. This is the main consumer group in the household industry. Calculated at 10,000 yuan for each set of household products purchased, it can generate a market of 360 billion yuan. This is still a conservative figure. Many families staying in affordable housing may spend between RMB 20,000 and RMB 30,000 on household expenses. At the "Chinese Home Furnishing Industry Cross-border Cooperation Forum" held recently, the leaders of many large home furnishing companies believed that the affordable housing project was of great significance to the industry and could become the "first stop" for the strong release of demand for building materials.
In the recent promotional activities, many brands and home improvement companies have made special preferential promotions for the affordable housing market, indicating that more and more people have participated in the construction of affordable housing. In the golden age of affordable housing, where does the home furnishing industry go?
Triggered a new round of brand wars, the survival of the fittest
The young people who purchase affordable housing are mainly the post-80s working class. For the post-80s working class with strong brand awareness, the brand's loudness determines the brand's popularity in the affordable housing market. There are many brands in the domestic home furnishing industry, but there is a lack of big names. How to build a brand and take a slice of the soup in the security housing market will trigger a new round of brand wars in the furniture industry, and those weaker companies will also be in such competition. Facing elimination.
The affordable housing market accelerates market segmentation
The emergence of the security house will inevitably trigger the rigid demand of the real estate industry, that is, the speculation phenomenon in the real estate market that is hit, and also the real estate watchers will take a big shot, and this part of the people who buy a house to live by themselves will inevitably need to be renovated. Will bring a certain market. Considering the particularity of the affordable housing consumer group, they may not be as good as middle-to-high-end consumers in purchasing power, but they also pay attention to the quality of life. Therefore, for merchants, it is very important to segment the market and produce products with low prices and good quality. necessary. In this regard, Yin Xianjian, chairman of Shuanghu Furniture, said: It should be said that the large-scale construction and occupancy of affordable housing will inevitably set off a wave of furniture purchases. People always like to feel a new look-live in a new house, as long as conditions permit, they are willing to Buy new furniture and create a new atmosphere. For the upcoming furniture buying boom, we will also formulate corresponding production and sales plans to impress consumers with more affordable and cost-effective products and bring them a better home living environment.
Open online marketing channels, get ahead first
Corporate branding needs to be done, what methods are used to expand the brand effect, and how can companies make breakthroughs in the sky of advertising, and the company has been striving for success. Expanding marketing channels becomes particularly important. Today, with the increasing development of e-commerce, the influence of the Internet on the post-80s consumer group cannot be underestimated. It is not known whether the home furnishing industry has entered the era of e-commerce. Online shopping and group shopping are gradually taking the speed of light. In the era of proliferation, the way of home consumption is also quietly changing. With the background of the opening of the home online store, companies are also looking at the future and advancing with the times, and have entered the online home store one after another. Furthermore, using the Internet as a marketing channel can also reduce the company's cost of sales when the cost of various raw materials, such as materials, continues to rise. How can an enterprise be unmoved!
In general, the country vigorously promotes the construction of affordable housing, which is long-term optimistic for the home furnishing industry. The home furnishing industry will look at itself in a new round of competition and continue to develop. The survival of the fittest is a development for enterprises.
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