2014 year-end inventory of building materials industry

2014 year-end inventory of building materials industry

Recalling that in 2014, the home building materials industry will move forward in the midst of turbulence, and difficulties, downfalls, expansions, and mergers and acquisitions will continue to change. The traditional home-use model is rapidly changing: the property market continues to be in a downturn, the customization industry has emerged suddenly, and e-commerce O2O Frequent marketing campaigns, shop expansions or closing acquisitions rumors constantly... The industry trends that followed are indicative of the future of the home industry, which has become a storm of transformation and upgrading.

In 2015, it is destined to be an extraordinary year. It will also be a year in which pressure is felt on the home building materials industry: not only is the policy increasingly stringent, the real estate situation is not optimistic, and market competition is getting more and more intense. Standing at the end of the year, searching for key words that can't be avoided in one industry, the ups and downs of the company, the wave of the brand, and the enlightenment enlivened in the grass snake-grey line, let us look at the future of the home industry from these focus events. The development trajectory.

Keyword 1: The new rules have been issued at the station to read "the spell"

On March 15th, the new version of the "Consumer Protection Law" was formally implemented. This is a comprehensive revision 20 years after the implementation of the Consumer Law. New rights and new responsibilities are more focused on fairness. At the same time, they also have a clear-cut attitude toward consumers. For example, the burden of proof in consumer rights disputes is reversed, the penalty for consumer fraud is increased, and it may even be filed by consumer associations. Public interest litigation. For household consumption, for the first time, it is clear that defective product recall obligations, shopping for seven days no reason to return, put an end to the overlord clause in the format contract, these are to a greater extent protect the interests of the decoration of the owners.

On May 1st, the newly amended “PRC Trademark Law” was formally implemented. Since then, all “national exemptions”, “Chinese famous brands” and “well-known trademarks” that have been regarded as “three honors” by enterprises have all withdrawn from the market. stage. The promulgation of the new trademark law immediately triggered a major discussion in the industry. It also raised the brand building of a company to a new height and reduced the flashy “stunt”. Without the "national exempt inspection" floor, less "well-known trademarks" of tiles, removed the top halo, return to the essence of building materials companies in the future development of the only path.

On September 29, the Beijing Municipal Bureau of Quality and Technical Supervision issued the draft of the “Emission Standard for Air Pollutants in the Wood Furniture Manufacturing Industry”. In addition to the requirements for emission limits for wood furniture production, this standard also specifies the nature of paint and the amount of use in the production process. Although not officially announced at present, it has been called the furniture industry's most stringent environmental protection standard. Counting on the new "Environmental Protection Law" that will be implemented next year, the system of "penalty on a daily basis" will not dare to retain the money. If a furniture company wants to meet the discharge standards, one is to change the water-based paint, and the second is to conduct the end of cost management.

Reporter's comment: The introduction of a series of related laws and regulations such as “New Consumerism,” “New Trademark Law,” and “New Environmental Protection Law,” indicates that the extensive economic growth mode of the traditional home furnishing industry must be changed, and the industrial structure is facing an optimization and upgrading, and resource conservation is needed. The development path of type and environment-friendly is imminent. However, unprecedented environmental protection storms, coupled with the sluggish market, have caused pressure on building materials companies to become even worse. At the end of May, 42 Foshan ceramic sanitary ware companies collectively petitioned to revise the national mandatory standard “Ceramic Industry Pollutant Emission Standards” and stated that some indicators were too stringent to require compliance. After all, tightening laws and regulations is a long-term plan. However, whether we can survive the painful period and truly place it in place is what we are looking forward to.

Keywords II: brand bathroom quality on the black list

On April 15, the Guangzhou Municipal Administration for Industry and Commerce issued a reminder on the consumption of water faucets in circulation in 2013. The washbasin faucets and pure water faucets produced by Zhongyu Building Materials Group were not qualified due to pipe thread accuracy, pipe thread accuracy, and flow items respectively. . On August 18th, the Shanghai Quality and Technical Supervision Bureau announced the results of the 2014 Shanghai Spout Product Quality Supervision and Inspection. According to the results, Olein's kitchen faucet was detected with excessive lead precipitation, and Apollo and Huida's lavatory faucets were inspected. Outlet thread accuracy is not qualified.

On December 1st, the "Ceramic Sealed Tap" (GB18145-2014) was formally implemented. The new national standard is a compulsory clause for the heavy metal precipitation, sealing performance, flow rate, and service life of the taps. It has been called the national standard of the strictest tap in history by the industry. This is a complete account of the "leaded door" incident that occurred one year ago.

The emerging products such as smart toilets for imported products are currently implementing the national standards for toilets, pneumatic toilets, and the industry standard for “smart covers”. To date, there is no unified national standard. On October 9, the Shanghai Municipal Committee for Consumer Rights Protection issued the "2014 Smart Toilet Comparing Test Results Report". Roca Roca and Novita Novita's smart toilets were respectively exposed to "measured values ​​and standards for input power and current." "There is a deviation in value" and "grounding measures are not qualified."

Reporter Comments: Do not underestimate the quality of taps hidden dangers, in addition to the waste of water resources, but also affect the quality of life of consumers, floors, furniture, electrical appliances can be a water soaked to finish. The excessive heavy metals have a great harm to human health. For manufacturers, quality problems caused by whatever reason are not reasons to shirk responsibility. Smart home products have always been on the market with a high-end, gorgeous concept. However, in addition to the concept, smart products must be more convenient and smart. If it is an unnamed small brand, it will be fine, but some "real-name brands" will also be on the quality list for many times, making consumers unsure. No matter how loud the slogan strategy is shouting, product quality is fundamental.

Keyword three: home big brand cross-border customization industry

On July 8th, the "Asian Building Materials First Exhibition" - the opening of the 16th Guangzhou Construction Fair, the exhibition area of ​​340,000 square meters set the highest in Asia. Among them, the customization industry was extremely popular, occupying half of all the exhibition halls and almost becoming a “custom show”. At the Shanghai Construction Fair held in early June next year, organizers of the exhibition also revealed that it is expected that the “Big Building Materials” exhibition with a scale of more than 100,000 square meters will still be exhibited at the National Convention and Exhibition Center with the core of customized industries.

In addition to the traditional custom brands, more and more companies such as electrical appliances, furniture, flooring, and sanitary wares are crowding into the custom industry this year. On December 1st, the “2014 China Custom Strength Annual Festival” sponsored by the All-China Federation of Industry and Commerce was held in Guangzhou to bring together leaders from wardrobes, custom homes, and stairs to promote new ways of customizing life and promote the industry to scale and customization. The direction of smart development.

Customization is not a hot spot nowadays, but this year it has become even fiercer and the tide has become a trend. Several companies that specialize in custom concepts have gained greater market share, and some of the stronger building materials companies have also begun to move to the custom market. For example, Sofia, Shang Pinjia, Vivid, Marg, Oklahoma, Europe and the United States, Broadway, Novi, etc., are all active brands in the field of custom furniture; many newcomers have joined the group this year. The giants of home appliances, the giants of the floor, icons, nature, Wrigley in bathroom, Zhongyu, etc., would like to take advantage of the customization boom.

Reporter Comments: The modern pursuit of personality, fashion, so custom home began to emerge. In recent years, under the market regulation policy, the market conditions have been sluggish. Young people's "just-needed" has become the first consumer power. Personalized custom products, e-commerce sales channels, one-stop services, which are in line with the young people's consumption habits and grade pursuit, and therefore require home companies in products, services, marketing models, etc. continue to innovate. Although the share of custom furniture accounted for only 10% of the overall furniture market in 2013, the market scale of 100 billion yuan may become another flourishing industry in the furniture market. However, the road to customization for home-based companies is not a good one. Problems such as the reengineering of production processes, technical staffing, and product lines that are too long to be bothered need to be improved.

Key words four: store giants have opened up shop expansion

Although the market is not good, there is no lack of people on the contrary. On December 15, Hongxing Meikailong Foshan Nanhai started investment promotion; on December 18, the Red Star Macalline Fuzhou Jinshan Shopping Center launched investment promotion; on December 27, the Red Star Macalline Fuyang Shopping Mall opened... as the home furnishing industry in China. As a brand, as of the end of 2014, Redstar Meikailong has entered the “Hundred City Times” from the “Hundred Stores era” and opened more than 140 homes in more than 100 cities nationwide. According to the plan, in the next five years, Redstar Meikailong will open 20 stores in South China. It is expected that the total number of stores will reach 200 in 2015 or 2016.

In contrast, another home circulation giant - actually home is focused on the expansion in the northern border. On November 15th, actually the 100th branch of the House, actually home Lanzhou Yanbei Road opened. On November 16, the 101st Beijing Bajiao Store opened. According to statistics, the speed of actually opening stores is increasing year by year. From 2006 to 2008, only three stores opened every year, and more than 20 new stores have been unveiled this year. Not to be outdone is Jimei home. In April, Jimei's home in the Lugouqiao store opened; in November, Jimei's home Tangshan store opened, and at the same time it plans to enter the Jiangsu market and accelerate the pace of outward expansion.

As a representative of the “Cantonese School Model,” Home Inns has played the “O2M Home Furnishing” slogan this year and has opened three new stores in just one month. On September 27, the Huangshi Road Ou Yada Store opened; November 1, No. 5 The apron store opened; on November 30, the Panyu Baishi Store opened. At the same time as the expansion of home stores, some building materials companies such as Gujia Household, Shangjia Delivery, and TATA Wooden Doors are also adopting an “offensive” strategy in the market. Some of them occupy the streets to open independent stores, and some enter the shopping center Baotuan stationed, of course, the largest amount or simply follow the mainstream home city to expand to the country.

Reporter's comment: In fact, the expansion of this matter, but also do not have to be overwhelmed, the risk of total coexistence with the opportunity - do a good job is to dig the bottom, mess up is to move forward, so that the test is courage and vision. The adverse market is far better than the economy and can surpass the curve. The stronger the stronger, the weaker the weaker. The Matthew effect reflects precisely the maturity of the market. Perhaps, some people would say this, that in the era of universal e-commerce, all the money is made online, and who is still living under the line. But the reality is: not only has not been replaced physical stores, but also staking layout. The reason why home O2O fire, online and online are channels, their own strengths. Merle CEO Gao Yang said, "The Internet can not replace the real experience, the essence of online and offline supply chain competition." And how to update the shape of the home experience, it should be the focus of current thinking.

Key words V: Failure of acquisitions

On April 28th, as a dark horse in the sanitary ware market, the development of an sleek Anmon sanitary ware in the past eight years was almost overnight plunged into a situation in which the company closed down and the boss was lost. Then a large number of employees and vendors gathered and recovered. Wages and arrears. In August, Shen Luda, a well-known sanitary brand in China, was exposed for bankruptcy protection. In November, it was rumored to be acquired by Jiumu. It is said that it has been relying on banks to maintain its size and performance. In this year's cold environment, orders have been drastically reduced, which has caused many building materials companies to overwhelm and face the risk of capital chain fracture.

Similar phenomena also occurred in the ceramic tile industry: On July 23, Henan Zhongfu Ceramics revealed the news that “the boss is owed wages to run.” On July 25, Jiangxi Xinao ceramics boss ran away and the company fell into bankruptcy. On July 28th, two weeks after the suspension of Hunan Huaxiong Ceramics, it was unable to repay the debts and went bankrupt. According to a survey conducted by a tile terminal market, retail sales in the first-tier market fell by 20% to 70%, and third- and fourth-tier cities were even the hardest-hit areas. The decline was generally more than 50%. Guangzhou dealers frankly stated that there are few sales without activities and the market is difficult to do. This year is the worst in more than a decade.

Compared with failure, the outcome of the acquisition seems to be better. Instead of struggling to support it, it is better to wait for the price and make a fortune. Once in a blessed home, B&Q was no longer able to regain its strength after the “T Plan”. On December 22, the Kingfisher Group announced that it will sell a 70% stake in its loss-making B&Q China to Wumei Group, a chain retailer, for 140 million pounds. Paint giant Nippon was not idle this year. On January 15, Nippon China announced the acquisition of Europure paint brand in the form of “asset acquisition”. At the same time, it also penetrated into the substrate and auxiliary materials market, and comprehensively laid out diversified product lines. New growth space.

Reporter's comment: The traditional home industry has a low threshold, a large number of brands and scattered, and the number of people who stay in the extensive type has increased. As early as many years ago, someone shouted "overcapacity." However, when the industry develops at a high speed, everyone lives in a moist environment. No one is seriously involved. The market is filled with mud and sand and people are mixed. Consumers are also difficult to discern. Nowadays, due to the impact of the depressed property market and the impact of e-commerce, companies with poor market conditions, various rumors, and good state-of-the-art businesses have some reductions in business scale, while others have simply withdrawn from the market. However, powerful companies take advantage of opportunities, or accelerate the "big home strategy," or multi-brand to seize market segments. It is not a bad thing to say that the market is shuffled. Washing is more healthy. It is rather aggrieved by some consumers, after-sales service rights have become twists and turns, only when the right to spend money to buy a lesson.

Key words six: smart home opened the bloody curtain

To say that in the home furnishing industry in 2014, smart homes have to be mentioned. At the 2014 CES exhibition in Las Vegas, companies such as Samsung, LG, Sony and Toshiba demonstrated the use cases of smart homes with a huge exhibition area and described an all-intelligent way to people through an almost ideal model. Lifestyle.

Google, Microsoft, Apple, Samsung and other international giants did not hide their ambitions in the field of smart home, Google spent 3.2 billion US dollars to purchase the smart home manufacturer Nest, is still negotiating to buy security camera maker Dropcam, in addition, it is alleged that Google is also Develop its own smart home network protocol. Samsung launched negotiations with SmartThings, a smart home platform, and plans to acquire a new startup focused on smart homes at a price of about US$200 million to enhance its strength in the smart home sector. Microsoft put forward the so-called "future home" concept many years ago, but it was only this year that it reached a partnership with home automation equipment maker Insteon. Both parties plan to introduce Microsoft voice assistant Cortana to Insteon's Windows Phone application. So in the future, Windows Phone users can control home lighting, thermostats, and other smart home devices through voice on Insteon applications. On September 10th, Apple released the smart home platform HomeKit at the WWDC Global Developer Conference. The platform can integrate smart home appliances in users' homes and control them centrally through the iPhone or iPad.

Reporter commented: Smart homes have been in China for some years, but only for single products. At the Guangzhou International Construction Fair in July of this year, the Internet of Things opened the corner of smart homes, attracting the lock industry, hardware companies, IT small businesses and home appliance manufacturers to squeeze in, undoubtedly making the smart home the hottest new cool Technology has become a trend in fashion life, but from WiFi thermometers to automated kitchens, from home appliances to smart air conditioners, the convenience and practicality of these devices, saving energy and saving money, have been hampered by the high costs of ordinary people. Whether Google, Microsoft, Apple, Samsung, or these big crocodile additions will bring home smart homes, it is not yet known, but a bloody battle to see red has only begun in 2014. It is foreseeable that the final winner of this war must be the consumer.