Analysis of the 2011 household triple incremental consumer trends

On January 26, 2011, it was hailed as the most stringent real estate control policy in history, "National Eight Articles" was issued; on February 9, the central bank raised the benchmark interest rate of RMB deposits and loans for financial institutions for the third time, and the real estate control policy adopted "real estate tax" The double combination with the “raise RMB interest rate” has hit the high temperature of the property market hard, and the home furnishing industry in the downstream industry is also panicked. For the “eight articles of the country”, Beijing and other cities have issued more stringent implementation rules. At a time when many people are pessimistic, Red Star Macalline, China's largest home furnishing store brand, believes that the home furnishing market is promising and promising in the new year.

Wang Wei, general manager of Red Star Macalline Beijing-Shanghai & Southwest District, said that a series of real estate regulation policies issued by the state are full of the wisdom of decision makers, and its purpose is to lead the stable and healthy development of the real estate market and make consumers buy more rational. This is actually a great benefit for the home furnishing industry. On the fifth day of the Chinese New Year, all stores of Red Star Macalline opened nationwide. The sales of stores in Xi'an, Chongqing, and Chengdu increased by 10% year-on-year. The sales on the day of the Chengdu store alone reached 2 million yuan. "From the perspective of the opening situation, the home furnishing market will show an upward trend this year." Wang Wei said that although the decline in home consumption may be caused by the reduction in new house transactions in 2011, another triple increase will not only offset the decline in share, And it will provide room for the home industry to rise and grow.

Increment 1: Strong demand for improvement

The real estate industry has been growing rapidly for 10 years from the housing prices of 4,000 to 5,000 yuan in Beijing and Shanghai to 20,000 to 30,000 yuan in 2001. At the time, the structure of the home buyers has changed from a family of two to a family of three. Some have grown from two generations to three generations. According to a 10-year renovation cycle, commercial housing has begun to enter the renovation phase on a large scale. On the other hand, since 2001, the home furnishing industry has also entered a period of development. At that time, the decoration styles and furniture items could not meet the current aesthetic needs, nor could it achieve its functional goals, and the need to improve living conditions was also increasing. .

Wang Wei said that nearly 90% of the houses in China are “years old”, and these houses have far exceeded the “shelf life”, and more or less all kinds of “incurable diseases” such as leaking pipes, falling tiles and aging wires . Therefore, the demand for improvement is becoming more and more obvious, and it will become a new consumption increase for home building materials.

"In March of this year, Red Star Macalline will spend 100 million yuan to launch the 'Home Upgrade Subsidy Program' in 10 stores in 3 municipalities of Beijing, Shanghai and Chongqing, encouraging people to upgrade their furniture to improve their home environment and conditions." Wang Wei introduced: "Red Star Macalline has prepared 100 million yuan for this plan, which will benefit 1 million customers."

Increment 2: Increased demand for rental house decoration

Beijing ’s “Eight Articles of the New Country”, which comprehensively restricts the purchase of third suites and restricts the purchase of second suites by foreigners, will completely ban the demand for investment property purchases. The New Deal increased the down payment and raised interest rates again after the holiday, the cancellation of the preferential interest rate for the first home loan, etc., so that some rigid housing demand was suppressed, and the rental market will become active. The rental market will become the second increment of household consumption.

Wang Wei believes that people used to buy multiple homes in order to wait for house prices to rise and sell them to earn the difference. Nowadays, the purchase is restricted, which will drive up the rent of houses. Some houses that were vacant in the past will appear in the rental market. Since many tenants now hope to rent a house as soon as possible after renting a house, whether it has been renovated, whether the living facilities are complete, and whether the bathroom facilities are complete, all directly affect the transaction of the leased house. Therefore, "resale for rent" commercial houses must be renovated to different degrees, so as to obtain a more satisfactory rental price.

Obviously. The decoration needs of rental housing will provide a new increase in the consumption of home building materials. Red Star Macalline will formulate a number of decoration packages of 50,000 yuan and 100,000 yuan to meet the needs of different regions in the "non-exchangeable million yuan home upgrade subsidy plan", especially for the decoration needs of "resale for rent" owners. The needs of different rental house owners.

Increment three: Affordable housing brings rigid demand

In recent years, China's affordable housing construction has shown an accelerated growth trend. Taking Beijing as an example, from 1 million units in 2008 to 3.3 million units in 2009, and then to 5.8 million units in 2010, the growth trend has been several times. According to the data released by the Ministry of Housing and Urban-Rural Development, according to the construction scale of 5.8 million affordable housing units in 2010, the total investment in affordable housing construction is expected to exceed 800 billion yuan. In 2011, the construction scale will increase by 4.2 million affordable housing units. Increased investment exceeded 600 billion yuan.

According to the Beijing Municipal Bureau of Land and Resources, in 2011, Beijing will ensure that the construction land of affordable housing accounts for more than 50% of the supply of residential land, and that the land for social housing, shantytown renovation and self-occupation small and medium-sized commercial housing is not less than the supply of residential land 70% of the total amount will ensure the start of construction and the purchase of 200,000 units of affordable housing land this year. This means that affordable housing will become the mainstream product in the real estate market in 2011. The affordable housing is a rigid demand and must be renovated after it is bought, which became the third increase in household consumption in 2011.

"Affordable housing allows low-income people to enjoy the benefits of social development, but also brings unprecedented development opportunities for the home furnishing industry. How to use this business opportunity to open up the market to obtain profits while taking social responsibility to allow low- and middle-income incomes Crowds and enterprises need to think about the real social responsibility of homeowners. "Wang Wei said that some consumers who lived in bungalows or even rented houses moved into new homes, and there was a need to replace and upgrade furniture. Red Star Mackay Long's "must-replace. Billion yuan home upgrade subsidy program" will also benefit consumers who protect housing.

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