The property market is heating up, it is expected that the home market will pick up

Recently, the property market frequently spread "good news". After the central bank clearly decided that the first suite was loosened, the Ministry of Housing and Urban-Rural Development, the Ministry of Finance, and the central bank jointly issued a new policy on October 9 to determine the mutual recognition of the provident fund and the cancellation of the provident fund loan charges. Buyers’ loan support has been more than expected.

Under a series of “bailouts” initiatives, the real estate market, which has been sluggish, has shown signs of picking up, and with the “Golden September and Silver 10” promotion season, the situation of first-tier cities buying houses is good, and the transaction volume of the property market has rebounded significantly.

With the gradual recovery of the real estate market, the home market, which is greatly affected by the real estate market, has also taken advantage of this. Many industry insiders said that the impact of the property market on home furnishing stores will gradually become effective in the fourth quarter.

Home industry warming period has not yet arrived

Since September, affected by the "Golden September and Silver 10" and a series of property market policies, consumers' buying desires have been stimulated, and the furniture industry has had a certain improvement. Since the "Eleventh" Golden Week, the furniture market has also ushered in a climax. The reporter recently visited a number of furniture stores in the city. As soon as he entered the door, he felt a significant increase in popularity. Some sales people said that not only the flow of people increased, but the actual transaction volume of shopping mall furniture also increased a lot compared with the same period of last year.

"Every year, September and October are the peak seasons for decoration. Recently, the number of people who have chosen furniture after the renovation of new homes has increased. It is obvious that the sales volume has rebounded compared with July and August. Coupled with the recent rebound in the property market, the home improvement market After the market is still confident. After all, some people buy a house, some people buy furniture, more or less will drive the sales of furniture home improvement." A furniture store sales staff pointed out.

Some insiders believe that the rebound in the property market can really drive the furniture industry, but there will be a lag period in time. The "restriction order" was loosened, and many real estates were concentrated at the end of the year, which made home improvement enterprises see new opportunities. According to statistics, even if existing homes are traded or new homes are delivered in the future, it will take about half a year to renovate and purchase furniture. The furniture market will pick up in the fourth quarter or next year. Major shopping malls still rely on their own marketing methods to increase sales, and work hard on creativity to enhance the quality and reputation of the brand.

Manager Huang of a store said in an interview with the media: "Most of the home furnishing businesses have clearly felt that this year's sales volume has decreased significantly compared to last year, but because of the recent rebound in the property market, there is still confidence in the market for the home improvement market. After all, Someone buys a house and someone buys furniture. More or less will drive sales of furniture and home improvement."

An industry insider who has been engaged in the real estate industry for many years said that the current transaction volume has a clear sign of warming compared to the previous period. However, most of the houses sold at this stage are mainly houses, mostly delivered in the next year. If a large number of houses are delivered next year, it may usher in a peak delivery period. For some owners who just need or improve the demand, the decoration will be renovated after delivery, then the home market may show a real appearance within one to two years of the property market recovery.

"Now has entered the "Golden September and Silver 10" period, the floor and other home building materials industry will have a warming period relative to the previous months, plus the major shopping malls will also cooperate with some large-scale promotion, group purchase activities, the relative sales volume In the first few months, there will be some improvement, and the traffic volume has increased by about 30% compared with the previous quarter. However, related statistics, even for existing home transactions, it takes half a year from the delivery of the house to the renovation, not to mention the situation. In the current property market transactions, the 期房 occupies a considerable proportion. Even if the property market has a positive impact on us, at least it will take a year to see it."

Home furnishing companies need to practice "internal strength"

However, the inevitable problem is that in the relatively low economic environment in recent years, many industries have encountered different degrees of market winter, and the real estate and home furnishing industries are also affected. It is not enough to rely solely on official policies to stimulate domestic consumption. Household enterprises should pay more attention to the economic situation when they are in the cold winter, and adjust according to market trends in due course.

Loosely loosening the loan is certainly a good external help, but the property market is a step-by-step process after all, and the actual effect of the new policy is hard to come by. Therefore, for home furnishing companies, although some marketing methods, including promotion and group purchase activities, are more attractive to consumers, the most important thing is their own brand quality and reputation, which needs to be fundamentally improved and cultivated. Good internal strength, starting from the product, experience, word of mouth and other links, to establish their own brand image is fundamental. Only products that truly represent customers as brand spokespersons can stand up in the fierce competition in the consumer market and become market winners.

Now that the market has entered a relatively stable stage, the trend of the home improvement market is actually more rational. Although the sales volume of the property market will have a certain impact on the home market such as the floor, the real home improvement and home furnishing industry should not rely too much on the external environment. The future development depends on the "internal strength" and the development of the industry itself.

Suzhou furniture editorial report

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