100 help plan
In previous years, with the sales department's "Golden Nine Silver Ten" sales season, today's decoration and building materials industry will also usher in a wave of order boom.
Some of these small home improvement companies have received orders from their partnersI often find masters from various industries such as hydropower, carpentry, masonry, and bricklayer who I know and have long-term cooperation around me to carry out decoration togetherWhen it is busy, the last business order has not been completed, and the next order has been set in advance.
But this year is clearly not the case. With the advent of winter, this year's home improvement industry is also experiencing a cold winter.
In addition to receiving a lot of orders at a certain point in the first half of the year, some decoration companies almost did not receive any business in the second half of the year, and dozens of decoration companies in some cities even closed down and ran away.
Looking back on 2022, after the impact of the epidemic, the downturn of the real estate industry, and the cost of upstream raw materials, the growth rate of the home improvement industry has slowed down.
Although this year's Spring Festival ushered in a relatively strong market demand, so that many people or small decoration companies such as the above have warmed up confidence in this year's home improvement market, but this year's real estate giants' thunderstorm,The houses that "can't be sold" have pressed the pause button for the recovery of the home improvement industry.
In the past, the higher the sales volume of houses, the stronger the demand for home renovation tended to be. However, judging from the change in the annual sales of commercial housing in 2022, the decline of more than 25% undoubtedly indicates that the house cannot be sold and the growth rate of the home improvement industry is also suspended.
Data**: National Bureau of Statistics.
Compared with the cumulative value of commercial residential sales area in 2022, the sales situation in 2023 is even less optimistic. In comparison, the cumulative value of sales area this year is very different from last year.
Data**: National Bureau of Statistics.
Judging from the monthly sales increase this year alone, September and October did deviate from the sales season expectations of the "Golden September and Silver Ten", and the cumulative growth rate also dropped significantly.
Data**: National Bureau of Statistics.
Obviously, if the house cannot be sold, the demand for decoration in the industrial chain will also decrease, which will lead to a decrease in orders, a decline in revenue, a loss in operation and even the bankruptcy and liquidation of the enterprise.
In the face of this dilemma, one can reduce the offline stores or move out of the shopping malls with high rents to reduce the operating costs of enterprises, and with the increase in customer acquisition costs, many small decoration companies simply put more energy on old customers, by providing high-quality services for old customers, referring new customers to maintain the company's business survival.
However, this approach is still more suitable for smaller home improvement companies, and for many larger listed companiesIt is more appropriate to integrate resources and find new ways for development.
For example, some companies choose to transfer shares or sell their subsidiaries, and at the same time, many players in the market also take the opportunity to integrate market resources, and take advantage of the opportunity to transform and upgrade to the real estate stock market, suitable for the elderly, old reform, intelligent home and other directions, such as the cooperation between Gujia Home Furnishing and Midea Group's electrical appliances and home furnishing market, and the combination of home and Jinyu Group's whole assembly-building materials industry.
When it comes to the transformation of the stock real estate market, the "Several Measures to Promote Household Consumption" issued by the relevant departments in July this year pointed out that it is necessary to promote the combination of household consumption and the renovation of old communities and the renovation of residential buildings for the elderly, so as to form a joint force to promote consumption, such as residents withdrawing housing provident funds for the installation of elevators and other self-occupied housing transformations. In this way, while driving the renovation of residents' old houses and the renovation for the elderly, it will also promote the recovery of the home decoration market.
In addition, for this piece, the data shows that in 2022, there will be nearly 17.3 billion sets, which means that there is a lot of demand for home decoration such as secondary decoration and partial renovation in this field.
In this way, it seems that the new houses will not sell, and it is not yet known when the real estate market will pick up in the future and drive the development of the home improvement marketInstead, it is targeting the housing renovation marketOr it will be a favorable choice for home improvement companies to develop in this cold winter.