Under the "severe" housing control, the downturn in the home market has not yet ended. However, with the completion of the delivery of affordable housing in 2012, a new market opportunity began to emerge. Sina Home has learned from the Ministry of Housing and Urban-Rural Development that in the next five years, China plans to build 36 million new affordable housing units. If each set of affordable housing is estimated at an average cost of 20,000 yuan, the home market will have a market potential of more than 700 billion.
Under the opportunity, the home furnishing industry leader Red Star Macalline has a demand for the housing market, and officially customized and purchased 500 million yuan of security in Beijing, the top 100, Yifeng, Ai Ruisi, strong and non-equivalent five home brands. The house is exclusively for furniture. From April 22, the first batch of affordable housing furniture will be unveiled at the Red Star Meikailong Chaoyang Road Mall. At that time, the situation that the owners of affordable housing will be difficult to configure furniture will be completely changed.
It is difficult to support the demand for furniture in the housing
It is understood that although most of the affordable housing is "roughly renovated", the demand for decorative building materials is not large, but the demand for furniture accessories in the later period is very large. However, the problem in the face of reality is that if you provide suitable products for users of special housing and special consumer demand.
"General furniture is too big for our house! Just pick the right size item, it is not good!" Mr. Zhang, a security housing owner who is preparing to decorate, said helplessly. In this case, he also thought about custom furniture, but in the face of high costs, he could only be discouraged.
Zhu Changling, chairman of the China Furniture Association, said that in order to protect the furniture of the house, attention should be paid to three: first, the structure and size of the room should be considered; second, the furniture should be applicable, practical, economical and functional; third, The furniture of the security room must be inexpensive and in line with the affordability of this part of the population.
According to Wang Wei, the general manager of Hongxing Meikailong Jinghu and Southwest District, Hongxing Meikailong will invest 500 million yuan to jointly launch the top 100 well-known home furnishing brands in Beijing, Yifeng, Ai Ruisi, Powerful and Different. In order to protect the owners of the custom furniture action. "Since April 22, these furniture specially designed for the owners of the housing will be unveiled in the top 100, Yifeng, Ai Ruisi, strong and non-furniture stores in Chaoyang Road."
Regarding how to solve various problems in supporting furniture for the security room, Wang Wei said that the supporting furniture for these affordable houses are based on the design of nine affordable housing units provided by the China Real Estate Association and the Ministry of Housing and Urban-Rural Development. It is more suitable for the space requirements of the housing. At the same time, considering the limited consumption capacity of the property owners, the supporting furniture of the security room has further improved the cost performance by adjusting the material and function design. After careful design, the functionality of the supporting furniture is also more diversified.
Customized model drives market development
Why take a custom model? Wang Wei, general manager of Hongxing Meikailong Beijing and Shanghai, said that there are two main considerations. First, reduce costs and ensure that the price of these furniture is sufficient for consumers in affordable housing. Second, through customized models, furniture companies can be guided to explore new needs and provide new services to help them open up new market space.
"500 million yuan of targeted purchase means that we buy these furniture from the manufacturers, and then all of them are underwritten. It is equivalent to the agents of these furniture, but unlike the general agents, how much do we buy these furniture? How much will it be sold to consumers, keep zero profit, and will not earn a penny." Wang Wei said that this kind of direct purchase from the factory, "flat-in and flat" form, will enable the support of the housing Furniture is cheap enough compared to similar products on the market.
“In the research and development of supporting furniture for the security room, Hongxing Meikailong obtained 9 major units from the relevant housing structures of the Ministry of Housing and Urban-Rural Security Housing and the China Housing Association, and conducted targeted product design and research and development according to relevant indicators.†Wang Wei According to the introduction, the design of the supporting furniture for the housing is mostly based on the improvement of the mature products of the top five brands, the strong, the Italian style, the non-conformity and the Ai Ruisi, and it has also absorbed some design costs. In addition, adjustments in materials, functions, etc., have also lowered the final price of the furniture for the security room as a whole.
In addition, these five brands are selected by the Red Star Macalline layer, and they have strong strength in production technology and product design. The final acceptance of the supporting furniture for the security room was also personally checked by Red Star Macalline. After the sale of the supporting furniture, the same service enjoys the “9 major service promises of Red Star Macalline.†Although the price is low, the quality and service will never be discounted. Consumers can rest assured to buy.
The market development and guiding role of Red Star Macalline has received positive response from many brand furniture. Chen Xiaotai, general manager of Baiqiang Furniture, said: “The profit margin of affordable housing furniture is small. The reason why the top 100 is done from the perspective of public welfare is to contribute to employees and low-income people in society.â€
According to the survey, in the national home market such as Beijing, Shanghai, Guangzhou, Chongqing, etc., the demand for home decoration of affordable housing consumers will explode. In this regard, Wang Wei said that if Red Star Macalline’s “directed procurement model for affordable housing†in Beijing is successful, the next step will be to cooperate with more brands to customize purchases in cities with more concentrated housing such as Shanghai and Chongqing. At that time, the owners of the affordable housing will enjoy the exclusive products with more complete categories and more styles.
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