2022 is already halfway through in a blink of an eye, and review and summary are essential. After more than two decades of rapid development and growth, China's home furnishing manufacturing industry is now in an important period of transformation and upgrading. Although
has only been around for half a year, the industry situation is constantly changing. Affected by the market environment, some companies have been trapped and submerged in the torrent, while others have been able to stand proudly at the forefront.
In the past six months, what new trends have emerged in the home furnishing industry, and where are the hotly debated industry trends? Today we will take stock of the five hottest keywords in the home furnishing industry in the first half of 2022. To understand the reality of this industry Not difficult.
1. The price increase trend
The price increase trend in the home furnishing industry started at the end of last year. Sponges, copper, sheets, etc. have announced price increases many times. Sankees was the first to announce that the price of decoration paint would increase by 4% to 12%, and that of engineering paint by 5%. ~15%, base materials will be raised by 4% to 10%, waterproofing will be raised by 10% to 15%, floor coatings will be raised by 5% to 15%, and insulation boards/integrated boards will be raised by 5% to 15%. Then after the beginning of the new year, Moen China announced that the average price of products in the region would increase by 5%-10%, and then American standard also announced a 10% price increase for all products starting from February 1st... In the first half of the year, Weiyi Customization, Shangpin Home Delivery Many brands including , IKEA, Wrigley, , etc. have announced price increases.
’s price increase is not a specific industry, but involves the entire home furnishing industry, including sofas, furniture, bathrooms, ceramic tiles, home decoration and other subdivisions or categories. They have all begun to collectively increase prices, ranging from 10% to 30%. In the final analysis, this behavior is mainly affected by the global supply chain crisis, transportation and raw material increases. If the price of end products is not raised, the increase in raw material prices will have a fatal impact on the company. Industry insiders predict that as raw material prices rise, some upstream suppliers suspend operations and production, logistics freight increases, delivery cycles extend, and terminal inventories are tight, the price increase of household products will continue for some time in the second half of the year.
2. Environmental protection storm
Starting from 2022, the country will increase its efforts to manage the environment and launch a series of major actions focusing on environmental protection. Under the pressure of environmental protection and elimination of backward production capacity, many home furnishing and building materials companies are facing relocation and environmental protection production restrictions. Data from the "2022 China Home Furnishing Industry Chain Research and Benchmark Enterprise Case Analysis Report" released by iiMedia Consulting shows that 67.8% of home users will consider the environmental protection of product raw materials when purchasing hard furnishings. iiMedia Consulting analysts believe that green environmental protection is an eternal topic in decoration. Decoration should not only focus on beauty and comfort, but also environmental protection. In the era of pursuing high-quality life, the raw materials and environmental protection of home products have become the most important factors for consumers.
China Business News also found in its home decoration data survey at the end of last year that environmental protection has become the first factor for consumers to purchase home products. Combined with relevant data, if companies want to gain more favor from the market, they need to proactively adopt green and low-carbon measures in the design, production, and sales processes and put them into practice. The environmental protection crisis will be a long-term and arduous task. In the second half of the year, various companies will need to increase their investment in this. If they have the upper hand in environmental protection, they will occupy the market.
3. Whole home customization
The most eye-catching phenomenon in the home furnishing industry in the first half of the year is the price war of customized heads. This year, the "whole-home customized package style" is prevalent in the home furnishing industry. It is understood that since the beginning of the year, leading customized home furnishing companies have taken the lead in launching a new round of "price war" in the form of "whole home package". For example, Oppein Home, Sofia , and Gujia Home have launched new whole-home packages of 29,800 yuan, 39,800 yuan, and 49,800 yuan respectively. At the same time, Zhibang Home and Gold Medal Kitchen Cabinet have also launched a variety of packages. The content of these packages Including categories such as customized wardrobes, cabinets, kitchen appliances and soft furnishings. "One price", "check-in with a bag", "same price inside and outside the package", from cost-effectiveness to quality-price ratio, the C-end market competition among home furnishing companies is intensifying. Many practitioners in
said that this move by leading companies is essentially to expand their boundaries and give full play to their integrated brand advantages. It will reduce the dimensionality of small and medium-sized brands and local brands and fully occupy the market. Use low-priced whole-home packages as a means of attracting traffic, and drive sales of other modules through extremely large price discounts, thereby building barriers to scale. The popularity of whole-house customization will have a big impact on other small-scale customization.
4. Smart home
In the past two years, due to the multiple impacts of the epidemic and consumption upgrades, people's lifestyles and consumption patterns have undergone many changes. Not only are their daily lives improving, they are also paying more attention to the intelligence and convenience of home life. , comfort and other aspects of experience. According to data from the China Business Industry Research Institute, the size of my country's smart home market increased from 260.85 billion yuan to 514.47 billion yuan from 2016 to 2020, with an average annual compound growth rate of 18.51%. It is predicted that my country's smart home market will reach 651.56 billion yuan in 2022.
Smart home is a trend, which is not difficult to find from the changes in the pattern of home stores. In the past, there was almost no sign of intelligence in home furnishing stores. In the past two years, major home furnishing stores in Xi'an have had smart home experience centers, such as Triwing Bird , Oribo , Green Rice, etc., ranging from sofas, beds, lights, Kitchen systems have penetrated into life in all aspects. With the development of artificial intelligence and big data cloud computing , the smart home industry will continue to see a trend of cross-border integration development in the future. For enterprises, only by observing the trend of industry changes and adjusting development strategies in a timely manner, adapting to the development laws of the Internet economy, and moving from competition to coopetition can they remain invincible in the fierce industry competition.
5. The trend of companies going public
Cabinets, decoration companies, ceramic tiles, home textiles... almost all companies in various categories of the building materials and home furnishing industry have gone public this year. It is worth mentioning that even though everyone is not very optimistic about the market in the first half of this year, there are still many home furnishing companies going public. Many companies including flooring, ceramic tiles, sanitary ware, coatings, lighting, doors and windows are lining up to go public. Such as Senying Window Industry, Lianxiang Co., Ltd., PVC flooring Tianzhen Technology, Tubatu , Pan Asia Sanitary Ware, CBD, etc. On June 23, mousse was also successfully listed on the Shenzhen Stock Exchange main board...
These leading domestic companies have large sales and rapid growth in performance. Successful listing means an increase in the market competition chips of enterprises. After going public, most home furnishing companies can raise a certain amount of funds to expand production, improve product R&D and design capabilities, expand channel construction, and usher in a new round of growth for the company. In addition, the listing of home furnishing companies will also help improve their "weakness" - brand building. After listing, market supervision can enhance consumers' trust and enhance brand awareness. Therefore, for home furnishing companies, queuing up for listing is inevitable. Going public is the need for companies to expand production capacity and industrial layout, and is a good way to promote corporate development. Huashang Daily reporter Qian Pengru
