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Custom home new way: second-hand housing and young consumer groups
"In the past two or three years, the performance has not increased by 40%-50%. I am embarrassed to say that, but this year, it is very good to grow 20%-30%." A few days ago, a custom home business held its year-end summary meeting, its marketing The person in charge complained to the reporter, which shows that the company is cautious about the new year market.
The statement of the above-mentioned corporate leaders also reflects the slowdown in the growth of the customized home industry. Is there a new opportunity in this industry in 2019? Where are their outlets?
Status: Customized business is getting harder and harder to do
The custom home industry is regarded as the enthusiasm of the home market in recent years. It is common for the well-developed enterprises to increase annual sales by 50% or more. This is due to the low base of the industry and the rapid development of the industry.
However, by 2018, the momentum of the rapid growth of the custom industry has changed. Zeng Yong, secretary-general of the Guangdong Customized Home Furnishing Association, said that the overall economic slowdown has led to a harsh environment in the custom industry. The custom market dividend period has passed and the industry reshuffle is proceeding in an orderly manner.
Liu Shunping, vice president of European home furnishing marketing, predicted the market in 2019 as “wind and rainâ€. He said that enterprises must “open source and reduce expenditureâ€. The marketing director of a custom enterprise admitted that the business in the past few years is really easy to do. At the best time, the performance has increased by more than 70% year-on-year. "But now it is not working. It is expected that our performance will increase by more than 20% in 2019. "".
In 2018, the overall growth rate of the home furnishing industry declined, which is also reflected in some listed companies. The reporter compiled the financial data of the six large-scale custom enterprises. Through the comparison of the growth rate of the first to third quarters of 2017-2018, it was found that in addition to the positive growth in the first two quarters of Shangpin and the first quarter of the European Union, The growth rate of several other companies is slowing down.
Way out: pay attention to second-hand housing and young consumer groups
The slowdown in growth does not mean that the market is unfeasible. On the contrary, the strength of customized companies to open stores in the future will be strengthened. For example, Cai Desheng, chairman and executive assistant of Bai Desheng, said that there are currently more than 1,300 stores and will increase to 4,000 in the next five years. Wei Yi customized CEO Ouyang Xi also believes: "The more the industry enters the winter, the more the brand companies must fight hard."
It is necessary to rush and aim at the direction. Where is the “Qian Jing†of the custom industry in 2019 and beyond?
Hu Yanan, secretary general of the China Building Decoration Association's Residential Decoration and Parts Industry Branch, said that custom companies should pay more attention to the second-hand housing renovation market. She believes that the real estate market has entered the second half, the second-hand housing transaction and decoration market is very large: "At the end of 2017, the proportion of renovation of new construction projects in the country is 570 billion yuan, and the share of renovation of second-hand houses is 550 billion yuan. The two are very close. The decoration development momentum is very good. In 2018, the enterprises that achieved contrarian growth in the home improvement industry almost paid attention to the renovation of second-hand houses."
Zeng Yong believes that it is more important to study the habits of emerging consumer groups and to grasp their needs. The data shows that the “post-95s†new generation of consumer groups is getting bigger and bigger, and its huge purchasing potential deserves the attention of enterprises. The brand rejuvenation and personalized upgrade are worthy of consideration for each enterprise in the future brand building and marketing promotion. Key proposition.
"In the future, if you want to capture the hearts of a new generation of consumers, you have to solve the two pain points of how they "steal" lazy and "how beautiful." At the same time, traditional stores are no longer the only consumer traffic portal, designers, Decoration companies, real estate developers, online platforms and other channels are increasingly important, showing a diversified portal. Where there are consumers gathering, where to open stores, such as SHOPPING MALL experience store, office experience store, street shop, community store, etc. Emerging formats are very good places to attract young consumers. Of course, companies must win the market in a slowing market, the most fundamental point is to insist on product quality." Zeng Yong said.
For more information, please pay attention to the official website of Xianghe Furniture City http://