Under the pressure of real estate regulation, raw materials and labor costs, furniture companies are in an unprecedented dilemma, and huge business opportunities for housing companies are undoubtedly a beacon for breakthroughs.
Targeted security room "cake"
In the second half of the year, Beijing will complete 90,000 sets of affordable housing, with a configuration of 20,000 yuan per suite, which will be a “big cake†of 1.8 billion yuan.
At present, the development trend of the furniture industry is to become more and more high, but in the tight trend of real estate regulation, this year's home business is not very optimistic. Red Star Macalline and Beijing's six famous furniture brands adjusted their marketing strategies in a timely manner according to the market's consumer demand, and established a “safeguard room home-specific service allianceâ€. A group of affordable furniture is more than 30% cheaper than similar products on the market. Bring to market.
Led by Red Star Macalline, six furniture companies, such as Jingcheng Yifeng, Baiqiang and Power, specialize in furniture for affordable housing, which is an “improved version†of conventional furniture on the market, taking into account the age level and ability to pay for housing owners. It mainly reflects the characteristics of fashion, environmental protection, durability, economy and versatility.
For example, a brand of furniture with high content of culture and exquisite craftsmanship, through the change of materials, in the form of combination of board and wood to meet the needs of affordable housing; strong furniture than Hongxing Meikailong earlier concerned about Beijing's affordable housing, has done a whole set The original design, function, style and material are very suitable for the users of the house; Ai Ruisi's products are fashionable enough to attract young people.
The general manager of Hongxing Meikailong Jinghu and Southwest Region said that these six brands were selected from more than 20 brands, mainly based on the influence of the brand and its social reputation and research and development capabilities. The brand covers plate, board and soft furniture, which basically meets the needs of the owners of the housing.
Cheaper 30%-35%
Mr. Wu, who just bought a set of affordable housing, said that the furniture sold in most home hypermarkets in Nanjing is generally large in size and high in price. If you buy furniture in the suburban junction small home improvement market, its safety and environmental protection will be He was not guaranteed, so he was very entangled in his heart.
In response to the distress of this part of Beijing's owners, Red Star Macalline threw a 600 million yuan purchase of furniture to six major furniture brands. Compared with the conventional furniture on the market, the security room is 30%-35% cheaper for furniture. "A set of 80 square meters of affordable housing, all furniture can be fixed 20,000 yuan."
With the Beijing model, Red Star Macalline will quickly follow up on the furniture in Nanjing.
Many consumers are worried that furniture manufacturers will reduce the quality in order to reduce product costs. In this regard, Tang Feng, general manager of Midi Furniture Nanjing Co., Ltd. said that the social housing project is a livelihood project and has certain price limit requirements for the family. At present, Medi Furniture has set up a low-priced furniture area in the Red Star Meikailong Central Road store. The style and quality of the furniture are uncompromising. In particular, the environmental indicators of all furniture are higher than the current national standard.
According to the person in charge of Nanjing Hongxing Meikailong, all the cooperative brands must meet the basic requirements of complete sets, environmental protection, versatility and fashion economy in the customized social housing. At the same time, due to the adoption of a customized buyout method, the design cost is fully digested, and the production cost is greatly reduced.
Jiangsu furniture business confidence
At the time when Beijing furniture companies found a breakthrough through the security room, Jiangsu furniture manufacturers also had substantial actions.
Mr. Lin, who has been engaged in the production and sales of mahogany furniture for more than 10 years, has been shrinking from the mahogany furniture market since the second half of last year. After seeing a report that the total amount of the housing renovation market is expected to reach 1 billion yuan, he will open the door. Excitedly said: "The demand for such a large amount of furniture in the affordable housing is really like a drop from the sky." He is about to invest about 3 million yuan, on the two pine and panel furniture line.
As for the sales prospects, Mr. Lin said optimistically that for a 60 square meter set of affordable housing, 10,000 yuan can be used to arrange the main furniture in the home. “As long as the product is positioned accurately, the quality is guaranteed, and the price is reasonable, there is no fear that the owner of the housing will not pay the bill.â€
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