Gu Kangli's Tip: Four Trends in Domestic Home Development

　　According to public information, in 2017, the market size of China's building materials and home furnishing industry reached 3724.29 billion yuan. It is expected that the industry will maintain a relatively rapid growth in 2018 and the market size will reach 40709 billion yuan. From the perspective of scale, influence, and brand tension, the gap between the brand layout of the building materials and home furnishing industry is growing wider, the integration of new channels has brought more vitality, and the various personalized needs of building materials and home furnishings are also increasing.

　　Trend one:

The scale of direct-operating chains has shrunk, and brands are increasingly moving towards centralized development. The well-known brands in the domestic furniture industry are rising rapidly, and consumers ’focus is gradually shifting from practicality and price to style, health, and fashion. Household stores have increasingly higher quality requirements for entering brands. Under this consumption concept, furniture companies have to invest funds to update equipment, improve design, process standards and selection of raw materials, while small and medium-sized furniture companies with limited funds and unable to keep up with market development have either barely survived or have no choice but to transform Other industries; and due to the continuous rise in rents and labor costs of advantageous stores, the risk of large-scale direct-operated chain development is increasing. The risk of capital chain breakage and network control risks will slow down the direct-operate expansion model and the number of direct-operated stores. It will decrease, the poor business will be closed, the business can be transferred to franchisees, and the "asset-light" operating mode in the industry will be deduced.

In the Red Star Macalline, Lee Home, Actual Home and other brand home stores, home brands are concentrated, home consumption atmosphere is strong, the flow of people is also large, and the presence of furniture brands can not only expand brand awareness, but also promote product sales and give full play to Aggregation effect. As people's demand for building materials and home furnishings changes from irrational to rational, building materials and home furnishing brands will gradually undergo various rounds of cleaning and gradually form strong brands that represent various types of products. After market segmentation, some companies will abandon high-end but low-margin mid-to-low-end areas and will instead develop high-end areas that have relatively few single-volume but large single-volume transactions. Brand centralization is the only way for building materials and home furnishing brands. In the future, the home and building materials industry will fight against each other, and the phenomenon of consuming each other's resources may change.

     Trend two:

After 80s and 90s, they gradually moved towards marriage halls, and their homes gradually became more individualized. Words such as "confidence, ancient spirit, dare to love and hate" were often used in their bodies. Choosing a brand, instead of switching from a single functional consumption to a stylized consumption, desire to convey its personality and attitude; with the growth of the Internet, he likes fresh perspectives and new marketing channels based on the Internet, and likes online shopping. Being able to understand brand information through various channels has higher requirements for the brand and emphasizes the diversity and internationalization of the brand's connotation.

A network survey by Sohu.com's furniture channel shows that the first factors considered by consumers in the 1980s when purchasing furniture are: brand awareness, functional availability, price, and style. To seize market share, precise marketing and market segmentation are needed. It is the last word to fight for products and services.

　　趋势三:

　　低碳时代来袭，绿色建材发展方向不可移绿色、健康是新一代消费者选购家具建材的重要考虑因素，绿色理念已经从产品本身上升到产品的绿色设计、绿色材料、绿色生产、绿色包装、绿色回收的整体过程，充分考虑生态环境和人的自然和谐，人体的健康和可持续发展。

　　低碳时代、绿色时代、节省时代成了新消费时代的代名词，节水、节能、节电、低碳、健康等自然、时尚家具受到消费者青睐。家具建材不仅是消费者考虑的问题，国家也高度重视，不断完善绿色家居标准和监管制度，制定《绿色建材产品》目录，鼓励绿色生产、绿色消费等。

　　为迎合消费者的需求，响应国家号召，我国绿色家居产业不断增加，预计2014年国内绿色家居市场规模将达到694.4亿元。房地产、建筑装饰企业、建材生产企业已逐渐意识到绿色建材的重要性，越来越多的企业加入到研发、生产、设计、应用绿色建材的队伍中来。绿色可持续发展是大势所趋，企业必须坚持落实绿色生产的责任和义务，为可持续发展贡献应尽之力，也是企业的长远发展之根基。

　Trend four:

　　With the optimization of the home building materials industry chain, the trend of integration of research, production, and sales is obvious. With the scale development of advantageous companies, brand power will increase the premium of products. Those small manufacturing companies with weak brand power or no own sales channels will be integrated. In addition to the strong R & D teams of some brands in the industry, professional design and R & D companies independent of each brand will also have sufficient market space. For example, some drying and engraving links will be further gathered. The division of labor will also become more and more obvious. Those who understand production but not marketing will return to the upstream of the industry, and companies that understand marketing or brand operation will have more room for external foundry or procurement.