Just need to promote the second and third-tier cities in the market into a new growth point in furniture consumption

The temperature has risen and recently entered the peak of wedding decoration. Actually, Qumei Furniture... There was news of intensive signing of the store. It is not difficult to find that newly opened stores are concentrated in second- and third-tier cities. The industry analysts believe that the regional differentiation of the furniture market will become increasingly obvious, the first-tier cities are relatively saturated, and the second- and third-tier cities are expected to become the growth point of the furniture market in the second half of the year. Xie Rui, a member of the furniture industry, said that the software category has become a business highlight of the furniture market this year. The data shows that the national property market demand as a “barometer” for the furniture industry tends to be stable. According to the National Bureau of Statistics, the sales area of ​​commercial housing increased by 38% from January to April, and sales increased by nearly 60%. Previous data showed that the new construction area of ​​housing decreased by 2.7% from January to March. In the same period, the sales area of ​​commercial housing increased by 37.1% year-on-year, and sales increased year-on-year. At the same time, the national building materials home prosperity index BHI April data was 107.94, a slight decline year-on-year, but the chain rose more than 25%. The sales of home building materials above designated size in the country was 9.7 billion yuan in April, an increase of 34.54% from the previous month. Qin Zhanxue, vice president of China Building Materials Circulation Association, believes that the rising trend of BHI in April was affected by the seasonality of the renovation season and the release of rigid demand for real estate.

Newly opened stores are concentrated in second and third tier cities

Recently, some furniture brands with financial strength and long-term planning have also frequently opened stores. At the beginning of this year, Qumei Furniture 7 opened in the same store, and five stores opened in May Day. Qumei Furniture revealed that the company will open new stores in Guangzhou and Shenzhen this year. The IKEA Group also recently revealed that the store in Ningbo has been confirmed to open in July, and will open its third store in Shanghai in August, and Beijing Daxing Store will also open this year.

It is not difficult to find that many newly opened furniture stores or stores are concentrated in second- and third-tier cities. For example, Qumei Furniture recently added new stores in Xingtai, Harbin and Huaibei. The newly signed stores in Jinzhong, Jintai, Yantai and Zibo Red Star Macalline opened stores in Suzhou and Xingtai.

Some insiders pointed out that the phenomenon of the home industry in the first-tier cities is getting more and more serious. The area of ​​home stores in first-tier cities has shown signs of excess, and sales per unit area are declining. Wang Ke, president of the Guangdong Furniture Association, believes that the regional differentiation of the furniture market will become increasingly obvious: the demand for first-tier cities is relatively reduced, and the commercial housing in second- and third-tier cities is more needed, and the second half will be the growth point of furniture sales.

Just need to push prices to stabilize

At present, manufacturers still dare not easily increase the price of furniture. Insiders of Qumei Furniture revealed that various costs such as raw materials and labor have risen, but the company tries to digest and control the price trend internally, so the price of Qumei Furniture is basically the same as that of the same period last year.

Wang Ke, president of the Guangdong Furniture Association, believes that the sales of furniture generally lag behind the real estate transaction for about one year. In the second half of the year, furniture sales were mainly concentrated in the houses that were sold this year last year. If this part is just for personal use, the total sales of furniture in the country will not change much.

GF Securities believes that the recent emergence of new land kings in various places shows the enthusiasm of real estate investment and the optimistic expectations of developers for the future market. At the same time, Beijing's new round of furniture “trade-in” policy is about to be implemented, which is bound to push up local furniture sales.

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