The bubble of home furnishing industry in 2012 is different

Whether it is the annual development of SouFun on December 2 or the Sina Innovation Summit on December 11th, there are quite a few participants compared to previous years. The level of enthusiasm is not reduced. The biggest change is that the big brother has disappeared. "Cat winter", even if those formerly those who love the limelight, love the art of gunning, and love and hate, no longer appear, making the annual home event a bit bleak.

To say it well is to lie to oneself. It is really not good. To say bad is to harm oneself. It is better to let people know that it is not good. This is the true attitude of most homeowners who do not attend the forum. Hide it, people do not see the heart is not annoying, but also to avoid the disaster. Even if I get on the countertop, I'm more likely to talk about it. A CEO of a floor brand responsible for marketing, talking about development and innovation on the stage, has confidence in the development of the company, and is extremely optimistic about the prospects for the future. When he talks about excitement, he has a flurry of hands, a disorderly body, and a spit. , But after stepping down, talking about the real situation of the company, but it is a look of embarrassment: a year off the six stores, the marketing director ran with the team, the lack of new product development potential, on the verge of loss. This scenario is not a case in various forums at the end of the year.

In fact, the impact of real estate regulation on each home business is the same, but the situation of different companies is not the same. When companies are all faced with sluggish performance, there are always some companies that are very stable, such as Europa, which achieved more than 20% growth in the Beijing market in 2011; peak decoration, TATA wooden doors, and business growth. The same over 30%; Jiusheng floor, one foot into the wallpaper field, also achieved more than 20% growth ... ... These companies' retrograde, verify the industry buzzword: Only the downturn of the business, there is no downturn The industry; defeated generals, there are also heroes of victory.

There is no sign of loosening of the upstream property control policy. In 2012, the home industry faced unprecedented challenges. For companies, it is a challenge, but also an opportunity. After more than 10 years of rapid development, there has been an apparent surplus in various areas of the home furnishing industry. When the market is extremely prosperous, everyone has a meal and it is not obvious. When the market demand shrinks, it is inevitable that individual companies will not be able to eat. The more the market is in the doldrums, the more it tests the company's resilience, innovation, marketing, and integration capabilities. Whoever can cross this hurdle will certainly be a sunny day.

Is there a bubble in the home industry? The answer is divided. An indisputable fact is that in Beijing alone, the increase in the area of ​​sales in the past five years is more than 1 million square meters. Is it more or less? It is not a certain authority who has the final say. The market has its own feedback. At the end of the year, some brands were withdrawing their stores, some dealers were abandoning, and some stores were in the open air. The crisis was gradually approaching and signs of shuffling began to flash. It is not an alarmist to wash out a large number of companies that are difficult to adapt to changes in 2012. However, the demand for people to beautify their homes will become stronger and stronger. Consumption will never disappear. The home industry has experienced 2012 baptism and will be more refreshing and clean. The last days belong only to some companies and have nothing to do with this industry.