Under the pressure of real estate regulation, raw materials and labor costs, furniture companies are in an unprecedented predicament, and huge social housing business opportunities are unattainable for positioning high-end home furnishing enterprises. Therefore, the housing furniture market is undoubtedly Breakthrough.
"Alliance" has opened up a new way to stimulate demand for affordable housing
In the second half of the year, Beijing will complete 90,000 sets of affordable housing, with a configuration of 20,000 yuan per suite, which will be a “big cake†of 1.8 billion yuan. At present, the development trend of the home furnishing industry is getting higher and higher, but in the tight trend of real estate regulation, this year's home business is not very optimistic. Red Star Macalline and Beijing's six famous furniture brands adjusted their marketing strategies in a timely manner according to the market's consumer demand, and established the “Affordable Housing Home-Special Service Allianceâ€. A batch of custom-made furniture that is 30% cheaper than similar products on the market. Unveiled the mysterious veil. Led by Red Star Macalline, six furniture companies, such as Jingcheng Yifeng, Baiqiang and Power, specialize in furniture for affordable housing, which is an “improved version†of conventional furniture on the market, taking into account the age level and ability to pay for housing owners. It mainly reflects the characteristics of fashion, environmental protection, durability, economy, multi-functionality, etc. For example, a certain brand of furniture has high content of culture and exquisite craftsmanship. Through the change of materials, the combination of board and wood is used to meet the demand of affordable housing; Kailong paid more attention to the affordable housing in Beijing. It has already made a whole set of original designs. The functions, styles and materials are very suitable for the users of the housing. The product chain of Ai Ruisi is very long, and the most important thing is that its products are fashionable enough. Very attractive to young people. The general manager of Hongxing Meikailong Jinghu and Southwest Region said that these six brands were selected from more than 20 brands, mainly based on the influence of the brand and its social reputation and research and development capabilities. The brand covers plate, board and soft furniture, which basically meets the needs of the owners of the housing. The powerful Red Star Macalline also threw a 600 million yuan purchase of furniture to the six major furniture brands. Compared with the conventional furniture on the market, the security room is 30%-35% cheaper for furniture. "A set of 80 square meters of affordable housing, all furniture can be fixed 20,000 yuan."
Big brand home store try to customize the supporting furniture
There is a saying that the hero sees the same thing. When the furniture companies in Beijing find a breakthrough through the security room, the furniture manufacturers in Jiangsu also have a substantial action, while they are fighting for a piece of furniture for their own house, but also for the protection of the house. It is possible for the owner to buy inexpensive furniture. Mr. Lin, who has been engaged in the production and sales of mahogany furniture for more than 10 years, has already priced at tens of millions. Since the second half of last year, he has been shrinking the mahogany furniture market and seeing that the total amount of a housing renovation market is expected to reach 1 billion. After the report of Yuan, he opened his mouth and said with excitement, "The demand for such a large amount of furniture in the housing is really like falling from the sky." He is about to invest about 3 million yuan on two pine and panel furniture lines. As for the sales prospects, Mr. Lin said optimistically that for a 60 square meter set of affordable housing, 10,000 yuan can be used to arrange the main furniture in the home. “As long as the product is positioned accurately, the quality is guaranteed, and the price is reasonable, there is no fear that the owners of the affordable housing will not pay the bill.†Mr. Wu, who just bought a set of affordable housing, said that the furniture size sold by most home hypermarkets in Nanjing is generally too large and the price. It is also too high. If you buy furniture in the small home improvement market in the suburban junction, its safety and environmental protection are not guaranteed, so he is very entangled. In response to the distress of this part of the owners, there have been bold attempts at home stores recently. By cooperating with professional furniture manufacturers, we customize the furniture suitable for the users of the protection room.
Although the specific plan has not yet been introduced, the core of “brand cooperative custom procurement†will not change. With the Beijing model, Red Star Macalline will quickly follow up on the furniture in Nanjing. Many consumers are worried that furniture manufacturers will reduce the quality in order to reduce product costs. In this regard, Tang Feng, general manager of Midi Furniture Nanjing Co., Ltd. said that the social housing project is a livelihood project and has certain price limit requirements for the family. At present, Medi Furniture has set up a low-priced furniture area in the Red Star Meikailong Central Road store. The style and quality of the furniture are uncompromising. In particular, the environmental indicators of all furniture are higher than the current national standard. According to the person in charge of Nanjing Hongxing Meikailong, all the cooperative brands must meet the basic requirements of complete sets, environmental protection, versatility and fashion economy in the customized social housing. At the same time, due to the adoption of a customized buyout method, the design cost is fully digested, and the production cost is greatly reduced. In order to make affordable homeowners affordable and well-used, these furniture will be about 30% cheaper than similar products on the market.
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