Home improvement market just needs or broke out in the second half

In the first half of 2012, affected by the property market policy, the Huizhou home improvement market showed a tepid situation. In the current fine-tuning of the property market policy, the wait-and-see mood of consumers will gradually decline in the second half of the year, and the rigid housing demand will break out in the second half of the year, which will lead to the prosperity of downstream industries including the home improvement industry .

Wu Qiubo, general manager of Huiquanshan Baojiantao Supermarket, suggested that the materials and labor costs will continue to rise. Consumers with renovation needs should try their best to get out as soon as possible. Don’t gather in the second half of the year to avoid problems such as lack of work and rushing.

The industry expects the market to grow by 10%-20%

The overall tone of this year's real estate policy is to insist on regulation and unwavering. As the downstream industry of real estate, the home improvement industry directly affects its development. "Generally speaking, the heat of the home improvement and building materials market will be delayed by half a year to one year with the real estate market." Wu Qiubo said.

Due to the advance of the Spring Festival last year and the increase in the rainy season in the first half of the year, many families’ renovation plans lag behind. The reporter noticed that before the spring back to Nantian, many renovation projects slowed down the renovation plan. Qi Xiaobo, general manager of Jixiang Decoration Design Co., Ltd. told reporters that the wall paint was originally painted for half a month. Due to the weather, the construction period was extended to one month, and many owners who planned to renovate delayed the plan.

According to industry insiders, Huizhou's overall building materials market was slightly weak in the first quarter, down 20% from the same period last year. In the second quarter, the home improvement market began to “wake up”. The owners who bought furniture less than last year and who wanted to start construction in advance started the renovation plan in the second quarter.

Wu Qiubo expects that the Huizhou home improvement market will increase by about 10%-20% in the second half of this year. "The strict policy of the property market is to ensure that consumers in every region of the country can afford to buy a house, which has a greater impact on the first-tier cities. At present, the property market in Huizhou is mainly based on the market, so it is affected by the property market. Less affected."

The reporter noticed that the wait-and-see mood that just needed the market is gradually fading. The reporter visited several home improvement design companies and learned that many owners have consulted the renovation plan, among which young white-collar workers are mostly.

Home improvement market segmentation is more obvious

In the big environment where the newly added market in the property market is just in need, the real estate segmentation is more obvious. Wu Qiubo analysis, the current affordable housing accounted for about 25% of the total housing, small-sized housing in Huizhou Jiangbei area, accounting for 25% of the total housing, 120 square meters of comfortable housing is also subject to some economic strength The owners like it; the second-time improvement of housing is gradually increasing, and the market for large-sized houses and villas also accounts for a certain share.

In this case, the home improvement market has also made some adjustments to the segmentation of the real estate market.

Industry insiders analyze that segmentation of the market, accurate positioning, and upgrading of services are necessary measures for home improvement enterprises to cope with the market in 2012. They are specifically targeted at a certain level and a certain regional consumer group, which is conducive to deepening the products and services.

The reporter found that there are more and more home improvement companies that are currently dedicated to a home improvement market segment. It is not uncommon for home improvement companies such as “specialized for small-sized home improvement”, “designed for large-scale overall design”, and “only for commercial building renovation projects”. Wu Qiubo believes that enterprises must stand firm in the market and must identify their own market positioning, segment the market and achieve differentiated operations.

Zeng Yongyu of Huizhou Meiyijia Decoration Design Engineering Co., Ltd. said that after positioning and market segmentation, it is essential to improve service quality. The person in charge believes that accurate market positioning can help companies find the market effectively and help consumers find the right business.

Building materials prices or keep growing

The Huizhou building materials market has shown a “slow climb” trend since the beginning of last year. According to industry insiders, the average price of building materials in Huizhou last year was about 15%.

Although the home improvement market is greatly affected by the real estate market, the rigid demand for home improvement in 2012 has reached a certain amount. Taking the use of ceramic tiles as an example, according to relevant statistics, the amount of domestic ceramic tiles reached 9 billion square meters in 2011, an increase of about 13% over the 7.8 billion square meters in 2010.

In the case of growing demand, consumers still have to face price pressures.

Industry insiders expect that the price of building materials in the second half of this year will still grow by 5%-8%. There are many factors that cause the price of home building materials to rise: First, the increase in production costs, the prices of coal, petroleum and other energy and wood, metal, PVC and other raw materials continue to rise, coupled with the building materials manufacturing industry is a high-energy, high-pollution industry, In order to cope with the call of the country to promote energy conservation and emission reduction in the near future, enterprises must improve their production technology, which inevitably increases production costs. Second, operating costs continue to increase, domestic oil prices and gas prices rise, and transportation costs also rise. Merchants who have previously adjusted the price of some commodities said that there is a high possibility of another price hike.

In response to rising building materials and labor costs, Wu Qiubo suggested that consumers with renovation needs should try their best to decorate as soon as possible, not to focus on the traditional decoration season. “Now technology can reduce the impact of building materials on the seasons, such as wood, paint and other technical treatments, can reduce the impact of humidity, rainy season and so on.”