Eight national interest rate hikes hit the difficult start of the furniture industry in 2011

From the State Council's new "eight national regulations" and the subsequent "property tax" before the Spring Festival, to the first interest rate hike after the Chinese New Year of the Rabbit, the government's heavy control has been frequent. For the real estate and home furnishing industry, the difficult start of the home furnishing industry seems to be set after the Spring Festival of the Year of the Rabbit.

The State Council issued eight additional measures to regulate the real estate market on January 26. Only one day later, the State Council agreed in principle to carry out the pilot work of real estate tax in some cities. On January 28, 2011, the disturbing real estate tax officially struck. The pilot work will be carried out in Shanghai and Chongqing first, and the purchase restriction has been widely spread nationwide. The State Council expanded the scope of "restricted purchases" this time, suspending the purchase of homes that already have 2 suites, and raised the down payment ratio for second-hand housing to 60%. Some insiders rated it as "the most stringent control method in history", and chased down housing prices in all directions.

Just as people packed their minds and prepared to go to work, the People ’s Bank of China announced on the evening of February 8 that it would raise the benchmark one-year deposit and loan interest rate of financial institutions by 0.25 percentage points from February 9, 2011, and other grades of loans The benchmark interest rate is adjusted accordingly. After the adjustment, the one-year deposit interest rate reached 3%, and the one-year loan interest rate reached 6.06%. According to expert analysis, this rate hike may only be the beginning of this year's rate hike cycle.

"Short-term bearish, long-term bullish"-Although industry leaders have expressed similar views on regulation, the start of the home furnishing industry in 2011 is obviously not easy. Since the "Lantern Festival" has not yet arrived, the festival has not yet been calculated, and some manufacturers and merchants have not yet started construction. The home market has limited response to the effect of regulation, but the trend of the Spring Festival property market seems to begin to show the effect of regulation.

According to statistics, during the 7 days of the Spring Festival, Beijing Net signed 41 sets of second-hand houses, all of which were signed by intermediaries, and all of them basically reached an agreement beforehand. They signed online in advance during the holiday and waited until February 9 to centralize the transfer. It is understood that under the influence of policies such as purchase restrictions, loan restrictions, and cancellation of preferential taxes and fees, the transaction volume will definitely fall. It is expected that the transaction volume of commercial housing and second-hand housing in Beijing this year may fall by 2-3%.

Not only in Beijing, the reporter learned that the trading volume in various places has plummeted during the Spring Festival. Among them, transactions in the central area of ​​Guangzhou are now zero, and many districts in the main city of Chongqing are also "grainless." The transaction in the second-tier cities such as Foshan, Zhongshan, and Zhuhai in the Pearl River Delta has dropped to single digits, while the Spring Festival holidays in Shenzhen, Nanjing, and Shanghai are only ten. Several sets or dozens of suites.

The property market is often a "barometer" for the home industry. Before the National Eight Articles, property taxes, and interest rate hikes, a prominent feature of the home furnishing industry was the counter-expansion of stores. However, the counter-expansion of the store also caused huge controversy years ago. According to incomplete statistics, in the one year from 2010 to the present, six signs hanging on the door of the Beijing home store have disappeared. After the three heavy punches of regulation and control, whether the store still has reason to continue the expansion trend is still difficult to determine, but the reversal of the reshuffle of the situation has become more obvious.

Even if there is no regulation before and after the Spring Festival, the reshuffle will spread in the industry or become an obvious feature of home furnishing in 2011. The country's eight articles, real estate taxes, and interest rate hikes are like "a wind to help the fire", which further exacerbates the intensity and strength of the reshuffle, and the scope is bound to be further expanded.

Regaining strength and practicing hard internally has proved to be an effective way to resist the "cold winter". Statistics show that in 2010, the sales of commercial housing in first-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen declined significantly. Naturally, it is not easy for the upstream to tighten the downstream. For this reason, some home furnishing companies simply contracted to repair their internal power and improve the "warm protection" and Competitiveness.

Panasonic lighting, which has been actively advocating product innovation, is a typical example. In 2010, Panasonic formulated a strategy for enhancing competitiveness of new products. In one fell swoop, it launched two products with the highest luminous efficiency on the market, the "Cube Cube" and imported switches made of pure metal panels, and achieved impressive results. The sales of more than 1 million yuan were exceeded, which greatly exceeded the original forecast. "This year we feel that the sales volume in first- and second-tier cities will be turbulent due to the impact of the property market, so we adjusted our strategy and put the work center on product quality." Ma Jinbao, director of the business planning department of Panasonic Electric (China) Co., Ltd., said that for the switch As far as products are concerned, style refurbishment is of little significance, and quality and function are the core. Therefore, we will strictly control the quality and win by quality.

The earliest introduction of equipment from the Netherlands, and now the number of Weimai wallpapers in the country with nearly 800 stores also regards quality as an important aspect of practicing "internal strength". "According to the statistics of our peers, there are now nearly 200 domestic wallpaper manufacturers, with a production capacity of about 400 million rolls, and in 2010, China's usage is about 150 million rolls, so what to do if there are so many left How can we avoid becoming a 'leftover'? We must definitely find a way in quality. "Sun Lifu, chairman of Weimai Wallpaper, pointed out that in market competition, product quality and service must keep up, this article applies in any field.

"Development is the last word." Some people in the industry believe that regardless of the market trend, a certain amount of rigid demand always exists. The home consumer market will never lack demanders. Who can become a consumer to provide the required products, who can cut To bigger market cakes.

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