In the third quarter, the depressed market in the first half of the year seemed to be opened. Many enterprises began to run "full load". Has the household market really recovered completely?
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1. The market has not fully recovered, some of which are the rebound in demand in the first half of the year.
From the specific situation of the home market, the "rebound" of the local market exists, but it may not be very appropriate to use "recovery" to describe the industrial status. Why? Because from the data of the third quarter alone, it seems to be the same as last year, and even many enterprises have a growth of about 10%-20% in the same period, but it is actually a rebound in demand in the depressed market in the first half of the year.
2. Household market structure is being redistributed
"Sunrise in the east and rain in the West", we can see that although there is a certain rebound effect in the retail market, the attenuation of overall demand is a dominant trend. We can take the whole year and the whole market as a whole unit. When real estate hardcover cuts the market share of a part of the home, it is a redistribution of the market. This will have a profound impact on home supply chain enterprises. On the one hand, the requirements of real estate hardcover for household products are quite different from those of retail market, and cost and function are the main orientation; The deep intervention of real estate enterprises themselves, including self-built household manufacturing factories, etc, it will also produce qualitative changes to the competitive structure of the home furnishing industry.
3. Enterprises lacking brand and channel operation ability are increasingly difficult to survive in the market.
This is true in any industry and at any time. The share of the retail sector is decreasing, but it is becoming more and more unique. In the middle and high-end market, the characteristics of brand competition are becoming more and more prominent. Therefore, enterprises lacking brand and channel operation capabilities, it is increasingly difficult to survive in the market.
The performance of the customized home sector is particularly obvious. Real estate supporting and high-end customization are constantly encroaching on the market of large-scale regular customized home from two angles. Cabinets and wardrobes have long been the next important goal of real estate developers, and the cabinet products focused on real estate matching must be delivered in batches and efficiently. However, the "high-end customization", which has been rampant recently, also has the ability to divide the market. These enterprises have a small scale, but with better design, higher-end materials and more personalized services have won the favor of more high-end consumer groups.
(Article Source: Wood Kingdom, invasion and deletion)
