The crazy expansion of traditional chain home stores reached its peak in 2011. According to a statistic, as of now, there are at least 1,000 furniture stores with an area of ​​over 10,000 square meters. The newly opened stores are characterized by a large volume. This year, the new store opened at 150,000 yuan and 200,000 square meters. There is a general excess in the flooring market in second-tier cities.
The red sea of ​​the market environment indicates the end of the era of profiteering; the intensification of the reshuffle of enterprises and dealers is the prelude to the maturity of the future market; the birth of each new model, even if it is rapidly withered, is more perfect for the next The new model is paving the way; people are constantly entering, and people are constantly withdrawing. This is the characterization of the industry's new metabolism, and it is also a testament to the health of the industry.
Some of the words that are very popular in the “annual meeting†of the flooring industry, such as “changesâ€, such as “reformsâ€, have actually happened in 2011 and are more real than any previous year. Recognize them, smash the chaotic reality, chew it, swallow it, and turn it away, let us be physically and mentally healthy. When the so-called "winter" or the so-called "2012" really comes, it can keep up with the rolling history wheel.
Living environment: the overall trend is due to the macro economy
From the US subprime mortgage crisis in 2008, only the export floor received some impact, and the Chinese floor people did not seem to be affected too much. Instead, it provided an opportunity for the transformation and upgrading of many manufacturing companies. However, with the weak world economy and the turbulent international financial industry continue to ferment, coupled with the imperfect market economy order, China's macro economy in 2011 has inevitably reached the edge of the crisis.
The artificial rise of raw materials caused by the devaluation of the renminbi, the obstruction of exports caused by external appreciation, the restrictions on the purchase of real estate market and the restriction of loans, and the tightening of credit have led to a tight capital chain... All of which are in the eyes of everyone. However, from a longer time perspective, the Chinese economy has experienced rapid growth for more than 30 years. The large amount of demand accumulated in the past few decades has gradually digested in the rapid expansion of market capacity, whether it is the real estate industry or the flooring industry, the future market. Still, but the overall high-speed growth has really become a "past style." Both the Chinese economy and the flooring industry have fallen into serious overcapacity as Lang Xianping has long warned us. The flooring industry, like the Chinese economy, is like a child running on the ice, and accidentally ran across the finish line but could not stop.
Not far from the front is the iceberg. This is why, at the end of 2011, hyperinflation was curbed, the external appreciation of the renminbi slowed down, house prices fell sharply, transactions were in full bloom, and even real estate regulation and control policies began to loosen. The entire flooring industry felt that the days were even more difficult because we may have already ushered in The legendary stagflation - while economic growth is stagnant, while inflation continues.
Excessive store area, excess number of enterprises, and overcapacity, can only wait for the entire industry to resolve through shuffling and restructuring. The means by which a single company responds to the industry's average profit margin can only be to increase production efficiency, increase product and brand value added, and reduce channel and management costs. The improvement of the macroeconomic environment cannot be expected to be too high.
The central government has set the 2012 economic work policy as 12 words of “stable growth, structural adjustment, protection of people's livelihood, and promotion of stabilityâ€. The "steady growth" is a reflection of the central government's concern that the economic growth rate is falling too fast.
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