In August, the decoration industry market fell, an

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"The decoration market in the first half of the year has digested the real estate dividends at the end of last year. The sales in August, which should be the peak season, fell by about 10% compared with last August." Although the national building materials and home furnishing prosperity index (BHI) began to stop falling in August, industry insiders revealed that almost all decoration companies and e-commerce platform businesses have declined, and it is predicted that the Internet home furnishing industry may expose major problems in the next year. "Only 10% of the gross profit will not last long, and some companies' money has been 'burned' almost." Market participants believe that the home decoration industry should continue to develop, or take the "big home" route

phenomenon 1:

the decoration industry has greater pressure in the second half of the year

the off-season of the decoration industry in Guangdong is generally only in the plum rain season, and August to December are peak seasons. However, in August this year, the decoration industry had a difficult time. The boss of a decoration company complained to reporters that since June, the customer volume of almost all decoration companies is declining, and the life of building materials merchants and hypermarkets is also difficult. He revealed that the business in August this year was lower than last year, about 10% lower than last August. He also learned that the business volume and customer consultation volume of several well-known platforms are declining: "originally, the performance has been growing since the second half of last year, but I didn't expect the situation to deteriorate again in the second half of this year, and the pressure will be even greater in the next few months."

according to zhengyuanhang, general manager of Shichuang decoration Guangzhou company, the industry rose in the first half of this year, and most decoration companies' revenue and net profit in the first half of this year ushered in a rebound, mainly because the continuous promotion of the government's macro policies such as "de Stocking" has boosted confidence in the real estate market and the home decoration and public decoration businesses of most decoration companies, and now the dividends have been basically digested by the market. It is understood that in 2015, the market demand scale of China's home decoration industry reached 1660 billion yuan, of which the demand for commercial housing decoration was 72.8%, the renovation and decoration of old houses was 19.5%, and the renovation and decoration of hardbound houses was 7.7%

Zheng Yuanhang told reporters that the first-hand building market has always been the "battleground" of the decoration industry, but with the change of the market, the consumption capacity of the second-hand building market is stronger, so the future of the second-hand market is the key to the success or failure of the market. At present, the business volume of second-hand building decoration has reached 40% of its total business volume. However, the blue book of China Architectural decoration issued by China Architectural decoration association mentioned that the dominant characteristics of the stock housing market are becoming more and more obvious, and the dependence of the architectural decoration industry on the real estate market is weakening. Zheng Yuanhang also said that the impact of the real estate market on the decoration industry is becoming less and less obvious

phenomenon 2:

three pain points of Internet home decoration have not been solved.

the recession of the market has also affected the Internet home decoration industry. At the recent Guangzhou press conference of real perfect home decoration, sunwei, chairman of real decoration, said in an exclusive interview, At present, Internet home decoration still does not solve the three pain points of the industry: "First, the owners' concerns about the decoration quality, construction period, price and other aspects have not been fundamentally solved, because the work of the construction personnel cannot be recorded and tracked; second, the marginal cost of decoration has not decreased with the increase of the number of decoration sites; third, the efficiency of the supply chain is still low, and the dispersion of b-end and C-end leads to the inconsistency of design, construction and production standards, resulting in the need for personalized production by downstream furniture enterprises."

Mr. Huang, who has worked for many years, told reporters that last year, the Internet brought the decoration industry to a new height, which made more people pay attention to the decoration industry, and also made the traditional decoration industry learn the experience of advocating customer experience. However, at present, most consumers are more concerned about the living environment, personal needs and customized needs, and the standardization of the Internet can not meet the needs of these consumers

Mr. Huang revealed that according to his understanding, most Internet home decoration companies are still in a state of loss. "Labor costs increase by 10% - 20% every year. Now a cement worker's monthly salary can reach 10000-20000 yuan, and the enterprise is under great pressure. Without at least 20% gross profit, decoration enterprises cannot survive."

in his view, Internet home improvement enterprises that focus on low prices and low profits are likely to fall into a "quagmire": low profits and capital turnover are required, so more orders must be signed to maintain turnover, and multi order construction increases the pressure, so they can only find outsourced workers to work, but poor quality is easy to cause construction problems. He believes that within a year, these Internet home decoration companies will expose greater problems if they cannot successfully transform


"big home" is the new trend of industry development

what is "big home"? Zheng Yuanhang explained that the decoration industry and home furnishing industry are one upstream and the other downstream. At present, the direction of the industry is to integrate upstream and downstream resources. For example, enterprises whose main business was flooring have gradually developed into the cabinet and wooden door industries. Enterprises that used to be sanitary ware have also begun to set foot in the flooring industry, hoping to obtain a larger market share through the support of customers' big data. The "big home" is to integrate all the resources needed by customers, including hard decoration, soft decoration, customized furniture, and take the overall lead through the decoration company. Industry insiders believe that this integration is not a simple "ticket plus hotel", not simply taking goods from suppliers and raising prices to package and sell, but a combination of the three industries to achieve "full house customization"

"the whole house customization is coming." Sun Wei confidently told reporters. In fact, the data also proved his point. In the first half of 2016, the whole house customization enterprises were in an excellent situation, and almost all of them achieved profits. In the first half of the year, Sofia's revenue was 1.669 billion yuan, an increase of 44.10%, and its net profit was 200million yuan, an increase of 48%; In the first half of the year, its revenue was 530million yuan, a year-on-year increase of 26.1%, and its net profit was 69.44 million yuan, a year-on-year increase of 40.17%. In addition, Qumei's revenue of transformation customization and big home furnishings was 680million, an increase of 25.07% year-on-year; The net profit was 72.6157 million yuan, a year-on-year increase of 90.46%. In the first half of the year, Merck Meijia, which is also seeking transformation, achieved an operating revenue of 1.486 billion yuan, an increase of 15.28% year-on-year; The net profit was 132million yuan, a year-on-year increase of 2.46%





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