Gu Kangli small notice: Analysis of the development trend of the adhesive industry

　　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.

　　Trend three:

The low-carbon era is coming. The development direction of green building materials is immovable. Green and health are important considerations for the new generation of consumers to buy furniture and building materials. The green concept has risen from the product itself to the product's green design, green materials, green production, and green packaging. The overall process of green recycling fully considers the ecological environment and the natural harmony of people, human health and sustainable development.

The low-carbon era, the green era, and the era of saving have become synonymous with the new era of consumption. Water-saving, energy-saving, energy-saving, low-carbon, health and other natural and stylish furniture are favored by consumers. Furniture and building materials are not only issues for consumers to consider. The state also attaches great importance to continuously improving green home standards and regulatory systems, formulating a "green building materials products" catalog, and encouraging green production and green consumption.

In order to meet the needs of consumers and respond to national calls, China's green home furnishing industry has been increasing. It is estimated that the domestic green home furnishing market will reach 69.44 billion yuan in 2014. Real estate, building decoration companies, and building material manufacturing companies have gradually realized the importance of green building materials, and more and more companies have joined the R & D, production, design, and application of green building materials. Green sustainable development is the general trend. Enterprises must adhere to the responsibilities and obligations of green production, contribute to sustainable development, and be the foundation of long-term development of enterprises.

　　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.