What is the trend of the furniture market in 2013?

According to the heads of many home stores, in the past 2012, the “polarization” of the home market was obvious, and the high-end market at the “top of the pyramid” of the home consumption pyramid and the low-end market of “Taki” maintained a steady increase. The momentum is good, while the mid-range market is sluggish, and many home brands can only change their position in response to the market.

Then, in the new round of home market in 2013, where will the overall market conditions go? Can the mid-range market usher in the dawn, and what will happen to the high-end and low-end markets?

The overall market: gradually moving towards warmer

As we all know, how the home market trend depends largely on the upstream property market. In 2012, the property market in Fuzhou picked up steadily, allowing the downstream home market to see hope. According to statistics from the real estate data center, in 2012, the total number of residential buildings in the five urban areas of Fuzhou reached 21055, with an area of ​​2.475 million m2, an increase of 43% from the area in 2011, and the number of transactions increased by 34%.

“Actually, the recent advancement of bookings brought about by the recent housing boom in 2012 has already made the market feel a hint of a warmer atmosphere.” Jiang Jinxing, who heads the ceiling, told reporters that although the control will reduce the overall market share, it will also speculative purchases. Demand squeezed out. The current demand for homeowners to decorate after the handover of the housing is also very urgent. In addition, the economic situation in the new year is expected to rebound. This will inject "positive energy" into the market after the Spring Festival.

However, there are also store managers who hold conservative views on the market outlook. "As far as the trend is concerned, the new year should be improved, but it is expected that the real market recovery will wait until 2014." Huang Zulei, marketing manager of Shangdu Building Material Market, said that although the turnover of the upper reaches of the property market in 2012 has changed significantly, but careful Many of the properties listed for sale are submitted after 2014. Therefore, the benefits brought by this upstream transaction will not be released immediately, but will gradually emerge. Therefore, this year will still be a transition period that is really warming up.

High-end: still steady rise

Under the premise that the overall market will pick up, what will happen to the high-end market in household consumption?

According to Deng Jinfu, manager of Xiyingmen Planning Department of Fuzhou, judging from the statistical data of Xiyingmen for the whole year, the turnover of high-end home market in 2012 has not only declined due to the impact of the overall market conditions, but has even increased, indicating that the high-end market The spending power is still strong, and the market is extremely resistant and stable.

It is understood that the vast majority of customers in the high-end consumer households are not the first rigid consumption, and are less affected by the economic environment. Judging from the price acceptance of such customers, the high-end segment is most attractive to companies. For this reason, many home stores have now moved from the original positioning to high-end development.

However, it cannot be overlooked that the high-end market accounts for a limited proportion of the overall market. High-end customers have a strong brand awareness and a long brand training cycle. Product R&D capabilities, quality, service levels, and brand reputation for stores or home brands are all There are higher requirements.

"So, in the next year, we will also firmly take the high-end home route, steady and steady, and gradually expand the high-end market share." Deng Jinfu stressed.

Mid-end: Improve sexual needs or will force

During the interview, many people in the industry stated that the biggest “breakthrough” in the new home market is whether the mid-market can usher in a bright light.

In fact, the customer base active in the mid-range market has a single income channel and is greatly affected by the macro economy. In 2012, due to the slowdown of macroeconomic growth, shrinking downstream home furnishing market share, and the sentiment of wait-and-see sentiment caused by declining psychological expectations, many mid-range home consumer customers have shifted to low-to-middle consumption areas, even positioning the high-end segment. Home manufacturers, in order to maintain sales, maintain growth, implementation of the next extrusion products, market penetration extension strategies and promotional strategies, so that adhere to the mid-market home brands encounter "two attack."

“However, from the perspective of the subject of the property market turnover in 2012, the proportion of improved groups located in the city center will increase, which provides a prerequisite for the concentration of outbreaks in the high-end market.” Jiang Jinxing said that since the second half of 2012, The improvement of sexual demand replaces rigid demand and becomes the main body of the property market in Fuzhou. It is expected that this type of group will occupy a significant proportion of the real estates that have taken the lead in this year, and will also bring about mid-end consumer demand in a wait-and-see or hold-down state. Promote the role, the mid-end home market or usher in the opportunity to pick up, the "polarization" pattern may also change.

Low-end: Rising demand for rigid demand

The low-end market, that is, the popular home market for home decoration for the first time, has become a life-saving straw in 2012 due to its large market share.

However, compared with the mid- to high-end market, due to the squeeze of product profit margins, the furniture brand in the popular home furnishing market is relying more on volume to win, which is also destined to continue to take this type of market in the new year. Stable situation.

"Even if the profits are not great, grasping the overall market share can still make a difference." Industry insiders said that there will still be a large amount of rigid demand coming into the market, becoming the main consumer of pan-family products, and the overall low-end market share will be Increasingly, it has become a “bottom of the pyramid”. For many middle-sized brands, when trying to open up the mid-range market, it will be beneficial to firmly grasp the low-end market that needs to flourish.