2023 is about to pass, focusing on the home furnishing industry, what major events have happened this year, and what phenomena are more prominent?Based on this, through the observation and analysis of the home furnishing industry in 2023, Sohu Focus Home Furnishing was released"Top 10 Phenomena in China's Home Furnishing Industry in 2023".
Policy guidance to promote household consumption.
The Ministry of Commerce planned early around "improving consumption conditions, innovating consumption scenarios, creating a consumption atmosphere, and boosting consumer confidence", and positioned 2023 as the "Year of Consumption Boost".
Specific to the home furnishing industry, on July 12, the Ministry of Commerce and other 13 departments issued a notice on several measures to promote household consumption, with 4 dimensions and 11 policies to give guidance.
a. Improve high-quality supply from the direction of green, intelligent and age-appropriate;
b. Digitalization, renovation of old houses and bureau reforms, and first-class activities to innovate consumption scenarios;
c. Develop community convenience services, improve the network of waste materials, and promote rural household consumption, so as to improve consumption conditions.
d. Standardize market order, strengthen policy support, etc., so as to optimize the consumption environment.
On July 24, the Political Bureau of the Communist Party of China held a meeting, which emphasized that it is necessary to actively expand domestic demand and give full play to the basic role of consumption in driving economic growth.
Home renovation, with action to benefit the people.
On August 31, the General Office of the Ministry of Commerce issued a notice on organizing and carrying out the "Home Renovation Consumption Season" activity, according to the overall arrangement of the "2023 Consumption Boost Year", the Ministry of Commerce will organize and carry out the "Home Renewal Consumption Season" activity nationwide from September to December 2023, focusing on four aspects: highlighting the "big home" and scene innovation, focusing on green and intelligent aging and other fields, giving full play to the advantages of home furnishing characteristics, and strengthening the leading role of the exhibition.
According to the incomplete statistics of Sohu Focus Home, including Qumei Home, Actually Home, Red Star Macalline, Gujia Home, Jinchao Decoration, etc., have launched a variety of practical actions for home furnishing renewal, on the one hand, it is holding ** activities to benefit the people at the same time, on the other hand, it is constantly innovating products, services and marketing models to boost consumer confidence in the home furnishing market.
In the era of stock, the layout of the old reform has been increased.
On October 20, Zhu Baoquan, co-president of Vanke Group and chief partner of Vanke Property Business Group, talked about Wanwuyun at the Vanke ** exchange meeting"Butterfly City Strategy"The progress and outstanding results of the housing renovation business have once again focused the industry's attention on the stock home improvement business.
It is reported that the selection of all things is intended to create a new supply force for housing renovation and renewal, with Butterfly City as the geographical scope, to provide local decoration and repair and replacement products for the old houses in Butterfly City.
The growth of the new housing market has declined, and the users of stock houses and second-hand houses have become the focus of the growth of the home furnishing industryTrade-in and correction are becoming a strong force in the home furnishing industry.
According to the incomplete statistics of Sohu Focus Home, only taking decoration companies as an example, including Fanke Home Decoration, B&Q, Love Space, Yezhifeng Decoration, Jinyu Temple of Heaven Decoration, Quilt Home Decoration, etc., have long been involved in the renovation of old houses. It is reported that B&Q has launched a single decoration business such as a seven-day explosion to renovate the bathroom and a six-day explosion to renovate the kitchenFanke Group has specially set up a brand "Fanke Micro Decoration" for bureau renovation and renovation, and has also made bathroom renovation, kitchen renovation and wall renovation into the best form to facilitate consumers' choice.
* The smoke of the war has risen again, and the whole house has intensified its customization.
Enterprises involved: Opai Home, Sophia, Shangpin Home Delivery, Hollywood, Kanoa, Schneemann, etc
Opai Home's 699 yuan whole house customization**, with its "shocking floor price" and then set off a custom home furnishing market battle, causing an uproar in the industry, Sophia, Shangpin Home Delivery, Hollywood, Kanoa, Schneemann and other companies have followed suit to launch a clear price of **.
On the one hand, this is a big opportunity for the head brand enterprises to expand the customer base, and the transparency and immediacy of delivery also force the enterprise to carry out internal changes, at the same time, this is undoubtedly the increasingly fierce performance of industry competition, the living space of small and medium-sized enterprises is squeezed, and the concentration will be further highlighted.
From single products to multi-products, the whole case design has become a trend.
Enterprises involved: TATA wooden doors, Mengtian woodwork, holy elephants, nature, etc
On June 21, TATA Wooden Door, which has been deeply involved in the wooden door industry for 24 years, launched the high-end home furnishing brand Tatacasa, officially announcing its entry into the field of high-end customization, continuing to cultivate vertically in the category, extending to the integration of doors and wall cabinets. Based on the brand recognition of TATA wooden doors in the country, it has a user base from a single product to door wall cabinets, and the industry concentration is still low, and the market space needs to be further explored.
In addition, looking back on Mengtian's shift from door opening to door, wall, and cabinet multi-category business in 2019, in the past four years, it has realized the transformation and upgrading from wooden doors to wooden work in the comprehensive dimensions of strategy, products, channels, and brands, guided by design. From nature and sacred icons, it extends from the floor to the whole house, including floors, doors, walls, cabinets, etc.
Whether it is from the door or the floor or the cabinet (represented by Opai Sophia) to the whole house, from the user's point of view, with the rise of the lazy economy and people's pursuit of high-quality life, more and more consumers want to get one-stop products and services, such as the design of the whole case including a variety of products in a store, which is also the underlying logic of the integration of doors and wall cabinets or the whole house custom home furnishing is sought after by the market.
System doors and windows: Accumulate strength and wait for the outbreak.
Large industry, small enterprises "in the field of doors and windows are particularly prominent, annual sales of more than 1 billion yuan are only a handful, and the market prospect is very objective, according to statistics, China's family doors and windows in the service life of more than 5 years has accounted for more than seventy percent, more than 10 years accounted for about three percent.
According to the research report released by Huaxi ** in April this year, the demand of the domestic window market in 2022 will exceed 300 billion. According to the IPO materials of Huangpai Home, from the perspective of enterprise scale, China's national door and window market is dominated by small-scale enterprises with an output value of less than 100 million yuan, accounting for 8290%, the number of large-scale enterprises with an output value of more than 500 million yuan is limited, accounting for only 080%。
Compared with traditional doors and windows, system doors and windows have obvious product advantages in terms of heat insulation, sound insulation, air tightness, water tightness, thermal insulation and other propertiesThis is also the reason why system doors and windows have received more consumer attention in recent years.
Xinhaoxuan, Huangpai, Yihe, Warren, Hennessy, Fuxuan, Paiya, St. Paulo, etc. as one of the representative enterprises, Sohu learned through exchanges that while continuing to make efforts in technology, performance, service and other dimensions, enterprises are also consciously building their own brand value and seizing the consumer mind in advance.
have entered the game, nuggets trillion "complete" market.
Among the many channels, home decoration has made more and more contributions to building materials and furniture enterprises, and the whole channel has become a new force and performance growth point for many enterprises.
Zhang Jun, the peak of the industry, was interviewed by Sohu, and made a prediction at the 6th Residential Decoration Industry T20 Conference and the 4th Home Decoration Industry Supply and Demand Chain Conference held in September "Home Decoration Two Sessions", home decoration will become the "first channel" of parts and materials enterprises.
Liu Shunping, general manager of the marketing division of Oppai, said at the BC model dealer summit of Oppai Home Furnishing in Oppai's "Wind and Fire Ignites the Whole Family, Gathers Momentum to Win the Whole Installation" that he will increase the expansion of the whole assembly channel and fully launch the "Thousands of Cities and Tens of Billions" plan, aiming to have 2000+ cooperative decoration enterprises from 2022 to 2025, with a revenue scale of 10 billion yuan, and open 800-1000 "Opai Gaoyan Customized Complete Stores" In April 2023, Gold Medal made it clear at the performance briefing that the channel expansion of installation enterprises would be included in the key annual development plan of Gold Medal. In May, Dinggu Group and Dinggu Chongqing signed strategic cooperation agreements with more than 10 well-known Chongqing decoration companies such as Brother Decoration, Thangka Decoration and Tiangu Decoration, and established a department to serve home decoration channelsIn the first three quarters of 2023, Sophia's integrated channel revenue increased by 86% year-on-year4%, as of the end of September 2023, the number of cooperative installation enterprises in the direct operation and assembly division has reached 202, covering 173 cities and regions across the country. Zhibang Home Furnishing said at the performance briefing that the company's revenue from January to September grew steadily, with a year-on-year increase of 30%-40%. Not only customization, on October 26, Chivas joined hands with Liang Home Furnishing, China Chamber Association, and Sanwei Home to launch the first complete digital platform.
For building materials and furniture enterprises, or through the whole channel, to promote the cooperation between regional dealers and local decoration enterprises, design agencies, or to do heavy, directly enter the home decoration, grab the business of home improvement companies. In this regard, Oppai and Gujia have publicly stated that they are partners with decoration companies, and Yao Liangsong, chairman of Opai Home, responded publicly for the first time with "two unintentional", which made it clear that Opai has no intention of doing decoration and has no intention of seizing the profits of channel dealers!Li Donglai, president of Gujia Home Furnishing Co., Ltd., believes that in addition to adhering to the strategic positioning of a comprehensive home furnishing retail operator, Gujia Home Furnishing will never do decoration, but resolutely embrace decoration enterprises and establish strategic partnerships with decoration enterprises.
State-owned assets enter the bureau mergers and acquisitions are frequent, and the industry concentration is further highlighted.
Enterprises involved: Beijing New Building Materials Jiabaoli;Shell Love Space;Midea Gujia Home Furnishing;The home of Jinyu Group;Red Star Macalline C&D shares
Beijing New Building Materials acquires Jiabaoli:Beijing New Building Materials announced on the evening of September 20 that the company intends to acquire control of Jiabaoli Chemical Group's shares, and paid 10 million yuan of due diligence earnest.
For Jiabaoli, as a leading brand enterprise in the domestic paint industry, it planned to go public as early as 2010, and formally submitted an IPO application to the Securities Regulatory Commission in September 2015, but it ended in failure.
Since the beginning of 2023, Beijing New Building Materials has accelerated the expansion of the coating wing, and in April, Beijing New Building Materials has realized a wholly-owned shareholding in lighthouse coatings, which is mainly engaged in industrial coatings.
Shell acquires Love Space:On October 11, Beike announced that it had signed an equity acquisition agreement with Ai Space for a transaction consideration of about 15500 million RMB.
Shell proposed 15The news of the acquisition of 500 million yuan of love space has become the focus of attention in capital, home furnishing, real estate and other industries, which is the second time that Shell has made a move in the home improvement market after the wholly-owned acquisition of Shengdu Home Improvement in April 2022, which will further enrich Shell's home improvement brand and product matrix to meet the needs of a wider user group, and as the pioneer of Internet standardized home decoration, Love Space has been developing steadily with a good user reputation, and we will wait and see where it will go in the future.
Midea Holding Gujia:On November 9, Gujia Home Furnishing announced that Infore Ruihe Investment intends to acquire a total of 29 companies held by the company's controlling shareholder Gujia Group and its concerted action person TBHOME42% of the shares, 42% of the transfer**58 yuan shares, the total transfer price is 10.3 billion yuan, and He Jianfeng, the son of He Xiangjian, the founder of Midea, "owns" Gujia Home Furnishing for 10.3 billion yuan.
Infore Group's rich industrial resources and investment experience will help Gujia to accelerate its development, form strategic synergy with Gujia in many aspects such as industrial empowerment and resource integration, and further enhance the company's competitiveness. Gu Jiangsheng, chairman of Gujia Home Furnishing, said.
In addition, as the leader in the field of building materials and home furnishing circulation in China, Red Star Macalline and Actually Home will also have a more consistent layout in 2023.
On June 25, C&D Co., Ltd. announced that the controlling shareholder of Macalline, Red Star Holdings. 00% of the shares have been transferred to the company, Lianfa Group, after the completion of the transaction, C&D shares and Lianfa Group together hold 29 of the total share capital of Red Star Macalline95%, becoming the largest shareholder. On November 17, the company announced that the company introduced a strategic investor, Jinyu Group, and with 223.2 billion yuan transfer 1000% shares, after the completion of this transaction, BBMG Group will become the third largest shareholder of the home.
On November 30, Alibaba Network and Hangzhou Haoyue signed the Share Transfer Agreement, stipulating that Alibaba Network would hold about 24.8 billion A shares were transferred to Hangzhou Haoyue, accounting for 570%。The transfer per share** is RMB424 yuan, the total consideration is about 105.2 billion yuan.
After the completion of this equity change, Alibaba Network no longer holds any shares of Macalline. On the evening of December 3, the home announced that Ali Network and Hangzhou Haoyue signed an equity transfer agreement, and Ali Network intends to hold about 5 of its home7.7 billion unrestricted tradable shares (9.7 billion shares of the total share capital.)18%) agreement to transfer to Hangzhou Haoyue, the total transfer price is about 204.8 billion yuan. After the completion of the transfer, Ali Network will no longer hold shares in the home.
The scale effect of the home furnishing industry must rely on the strong injection of capital, which will further enhance the concentration of the industry, which can be seen from the acquisition of Ai Space and Midea Holding Gujia by Beike.
At the same time, we also observed that C&D Co., Ltd. and BBMG Group are both upstream and downstream related enterprises in the home furnishing industry chain, which can increase the weight of Red Star Macalline and Actually Home in terms of resources, channels and markets. Not to mention Ali's transfer of equity to internal enterprises for internal adjustment, just to say that Red Star Macalline and Actually Home, in the face of the trend of e-commerce, decoration, design agencies and other channel diversification, the transformation and upgrading of its distributor role is becoming more and more urgent, on the one hand, from large home to big consumption, to explore the opening of the front and back ends of the home furnishing industry chain, on the other hand, it is to increase the all-round empowerment of digitalization and informatization for operation management, traffic acquisition, and line testing.
Home Furnishing Show is back in full swing:
Add momentum to the market recovery.
In 2023, people are more willing to go out of their homes and enter stores, specialty stores, decoration model rooms, etc., to experience furniture, building materials and different styles of indoor space.
From the perspective of the industry, for building materials and furniture brand enterprises, improve and deepen the construction of channels, whether online or offline, whether it is franchise or direct sales, whether it is natural passenger flow, or through installation enterprises, design agencies and other customer acquisition, whether it is incremental or stock market nuggets, touch their orders, to achieve their delivery must be completed offline.
As an organic part of the entire home furnishing industry ecology, the momentum of the home furnishing exhibition in 2023 can be described as in full swing, and its audience is generally composed of dealers, natural passenger flow, decoration enterprises, designers, real estate developers, associations, etc., Sohu Focus Home Furnishing has visited more than 10 home furnishing industry exhibitions, communicated with thousands of exhibitors, and really felt the popularity of the scene, which will be a great boost to the confidence of home consumption and the further excavation of home consumption space.
At the same time, we also observed that the positioning of the exhibition itself is also becoming more and more clear and subdivided, for example, the Guangzhou Design Anniversary will be held once at the end of the first year, with a total of more than 400,000 times, and its main design will be;For example, at the Guangzhou Construction Expo, enterprises in various subdivisions of the upstream and downstream of the industrial chain are involvedFor example, the Beijing Soft Decoration Exhibition is more about wallpaper, wall cloth, curtains, fabrics, high-end home furnishings and other home furnishings.
Household Enterprise Rights Protection:
You may be late, but you will not be absent.
Enterprises involved: Dream Lily, Markor Home, Top 100 Furniture, Tata Wooden Doors, etc
Dream Lily:Dream Lily's equity infringement case in the United States was remanded for retrial!
Due to a foreign-related equity dispute, Dream Lily was ordered to pay 2470 to overseas distributors$560,000, which has since been adjusted to reduce to $1,727410,000 US dollars (about 1.5 yuan.)2.3 billion yuan).
According to the announcement on November 24, the company appealed to the Tennessee Court of Appeals in the early stage, and the Court of Appeal publicized the preliminary conclusion: the jury's verdict and the trial court's verdict were revoked, and the case was remanded for a new trial. Ni Zhanggen, chairman of Dream Lily, shouted on the social ** platform: "Justice will be late, but it will not be absent." ”
Markor Home:On February 28, 2023, Markor Home's official WeChat release showed that the Beijing Intellectual Property Court ruled in the first instance that the actions of the three defendants including Baichuan Times (Beijing)** constituted trademark infringement and unfair competition against Markor Home, and the compensation totaled 4.8 million yuan, and Markor Home won the lawsuit.
Top 100 Furniture:Received compensation of 11.96 million!The "Top 100 Furniture" trademark infringement and unfair competition dispute case came to an end.
From April 2018, when Beijing Century Top 100 Furniture Co., Ltd. filed a lawsuit with the Shanghai Intellectual Property Court, to March 2023, when the Shanghai High People's Court concluded the review, the case lasted nearly 5 years.
According to the first judgment of the case, the civil judgment of the Shanghai Intellectual Property Court (2018) Hu 73 Min Chu No. 515, Shanghai Langju Industrial Co., Ltd., Shanghai Bangying Investment Management, German Top 100 International Holding Group, and the actual controller Ma Moumou should immediately stop the trademark infringement, publish a statement to eliminate the impact, and compensate the top 100 furniture for economic losses and reasonable expenses of 11.96 million yuan.
On April 25, 2023, among the intellectual property trials and typical cases released by the Shanghai High Court, in 2022, Shanghai courts accepted a total of 42,150 intellectual property cases of various types, and concluded 42,763 cases, among which the "Top 100 Furniture" trademark infringement and unfair competition dispute case was selected as a typical case to protect the legitimate rights and interests of rights holders to the greatest extent.
Tata Wooden Door:The final trial of the TATA wooden door trademark rights protection case was won!
On October 29, TATA Mumen officially announced that it had recently received the final judgment of the Jiangsu Provincial High People's Court on the case of "TATA" trademark infringement and unfair competition [(2021) Su Zhizhong No. 22], and the trademark tug-of-war of "TATA" that had lasted for many years had finally settled and ended in victory!
The court ruled that the respondent's use of the "tata" logo on the smart lock product constituted trademark infringement, the use of "tata" as a domain name to establish ** constituted unfair competition, and the use of "tart" as an enterprise name constituted unfair competition.
Producer: Sohu Focus Home