Annual fire | housing market winter home cold | Nankang industry spring day | official publicity spokesperson
The Spring Festival is coming, looking back on 2021, the pan-home furnishing industry is busy groping for a way out, practicing internal skills, industrial formation and migration, raw materials rise, the property market is cautious, and frequent replacement of spokesmen, causing concern in the industry.Policy dividend:Told the Ministry of Commerce and other 12 department to facilitate consumer appliances furniture home outfit the National Development and Reform Commission, Ministry of Industry and Information Technology jointly issued “about up industrial economic operation scheme to promote the development of high quality industrial notice, in the” notice “has not only put forward to release the key areas consumption potential, also points out that to encourage conditional place to launch a new round of in areas such as home appliances to old change new action;We will encourage rural residents to send new-energy vehicles, smart home appliances, and green building materials to rural areas.On December 8, 2021, the Information Office of The State Council held a regular policy briefing of The State Council, introducing the agricultural and rural modernization plan during the 14th Five-Year Plan period.Wu Xiao, director of the Rural economic department of the National Development and Reform Commission, said the promotion of rural residents to upgrade the consumption ladder.We will take a combination of measures to increase farmers’ incomes, develop and strengthen industries that enrich rural residents, improve policies to support rural migrant workers in finding jobs, grant farmers more property rights, increase their share of gains from the appreciation of land value, and promote rural consumption.We will encourage areas where conditions permit to launch a campaign to upgrade rural home appliances, provide subsidies for bringing home furnishings and furniture to rural areas, and launch a new round of vehicles to rural areas.We will promote the upgrading of durable consumer goods for rural residents.We will vigorously carry out rural development initiatives, improve public infrastructure in rural areas, raise the level of basic public services in rural areas, and build new homes that are more suitable for living and working.We will strengthen the rural market system, improve commercial and trade service networks, and optimize the rural consumption environment.Today, first of all, we talk about the home furnishing industry.The word “pack” is hot from 2018 to 2021.Why does the whole concept come up every year?There are decoration companies, Internet companies hit the slogan, after a lot of home furnishing manufacturing enterprises have entered the bureau of decoration, decoration can be said to continue hot in recent years.In 2021, customized listed companies such as Opai Home furnishing, Sophia, Shangpin Home Furnishing and Haolike have all started the assembly action without exception, aiming at this cake one after another and increasing their chips.Integration of multi-category, home, full case service…In 2021, the complete installation will be more concrete, and the operation of various market operators in the pan-home industry will be more and more in-depth in this area.Pan-household enterprises tread on thunder some big, pain?2021 will be a tough year for the housing market, as well as for the broad home industry.Affected by policies such as “housing not speculation”, “three red lines”, “control of housing-related credit balance”, and “two concentration”, the growth rate of the property market began to decline, and the demand for the engineering channel market slowed down.It can be said that the downward cycle of real estate has directly affected the “bulk business” of the household industry.This, enterprise of a few household also involves among them, who bitter who knows.On the evening of January 24, 2022, Jiangshan Opai released the announcement of 2021 annual performance reduction.It is expected that the net profit attributable to shareholders of listed companies in 2021 is 212 million yuan to 276 million yuan, compared with 426 million yuan in the same period last year, is expected to reduce 150 million yuan to 213 million yuan, a year-on-year decrease of 35.15% to 50.11%.The reason why the net profit is greatly reduced has the influence of “stepping on thunder” big customers.Recently, Gold Mantis issued a notice saying that its company and its subsidiaries have a dispute with Evergrande Group and its member companies over construction contracts/decoration contracts.Gold Mantis and its subsidiaries have filed a lawsuit and property preservation with the relevant court, and recently received the Notice of Case Acceptance and other documents.A total of 694 lawsuits involving a total amount of 882 million yuan were filed.On December 4, 2021, Pinghu Evergrande Mingdu Real Estate Co., Ltd. withdrew part of the equity of Changshu Suihua Real Estate Co., Ltd. and Gold Mantis took over.Before the shareholding change, Suihua Property was 51% held by Minmetals International Trust Co., LTD., and 49% held by Evergrande Mingdu Property.After the shareholding change, Suihua Property is 51% owned by Minmetals Trust and 49% owned by Gold Mantis.On December 4, 2021, Henan Henggongju Industrial Park Co., Ltd. withdrew 40% equity of Henan Xilimen Home Furnishing Co., Ltd. and Xilimen Furniture Co., Ltd. took over.Before the equity change, Henan Ximen by Ximen 60% shareholding, Henan Hengyouju 40% shareholding;After the equity change, Henan Ximen by Ximen 100% shareholding.On January 24, 2022, an investor inquired about the proportion of Evergrande’s business in the company on the interactive platform. In response, Evergrande responded that by the end of September 2021, the balance of the company’s related assets to Shenzhen Evergrande was 511848 million yuan;In order to control risks, the company temporarily suspended business cooperation with relevant enterprises in Evergrande Real Estate system, and adjusted its credit policy to prepay all the money first and arrange production later.As of the end of September 2021, the company has made corresponding bad debt provisions for the receivables and commercial acceptance bills receivable of Shenzhen Evergrande.On December 27, 2021, Peano issued the Investor relations activity Record for December 23, 2021.Mr. Piano said the company had stopped working with Evergrande since June and that the current cooperation was mostly cash on hand.At present, Piano has reached an agreement with Evergrande about 350 million yuan of commercial tickets against the housing program.On October 13, 2021, Qumei Home Furnishing Group Co., Ltd. announced that it intends to acquire 40% equity of Henan Evergrande Qumei Home Furnishing Co., Ltd. at a transaction price of 72 million yuan.Dongpeng Holdings said in its third-quarter report that as of September 30, 2021, the balance of receivables between the company and Evergrande Group and its member companies was 302 million yuan, notes receivable 333 million yuan and other receivables 157 million yuan, among which overdue receivables were 284 million yuan.For 144 million yuan of overdue commercial acceptance bills (which have been converted into receivables disclosure according to accounting standards), we have reached a preliminary housing settlement with Evergrande Group….In a word, the housing market winter, home industry cold, who also suffer.Has the enterprise reached the spokesperson replacement period?According to the observation of Panjiju.com, from January to December 2021, a number of home furnishing brands in the field of home building materials have changed their celebrity spokespersons.What does that tell us?Does it mean that the home building materials industry has reached the transition point of brand marketing?Nowadays, young consumers gradually occupy the right to speak in the market, and enterprises have made efforts in the transformation of brand youth.The first is the brand spokesman.Including Sophia, Meike Meijia, Kelifu, Huadi, Crown bead ceramic tile, Sikexin, Wei Yi made, Yueying home, Mengjie, Mi smart home, Lao Plate electrical appliances, Xilimen, Double Tiger home, Wang Li security, Joyang, Kosi home and other household brands to replace the star spokesperson.On January 25, 2021, Peano announced the signing of international piano master Li Yundi (currently terminated). On January 27, 2021, Sofia officially announced that actor Deng Lun will become the new brand spokesperson on April 8, 2021.On May 2, 2021, Ren Jialun is officially declared as the spokesperson of Lehu Home Textile. On May 9, 2021, Huang Zitao is officially declared as the exclusive spokesperson of the champion brand tile field. On May 13, 2021, Chen Kun and Zhou Dongyu are officially declared as the double spokesperson of Fang Tai.On July 10, 2021, Kelliff will use wang Likun, a new spokesperson.On July 13, 2021, Huadi announced ouyang Nana as the spokesperson of Huadi Moer kitchen appliances on July 24, 2021, the boss of the electric organ Xuan Meng Meiqi as the spokesperson of the new product on July 29, 2021, guanzhu ceramic official xuan Di Reba as the brand spokesperson on July 30, 2021,On August 4, 2021, Huang Xuan is the new image spokesperson. On August 4, 2021, Yang Yang is the brand spokesperson. On August 10, 2021, Wang Yibo is the spokesperson for Bissell.On August 20, 2021, Mengjie home textile official announced Xiao Zhan as the brand spokesperson on October 16, 2021, Xu Kai became the new kitchen spokesperson of Boss Electric Appliances on October 18, 2021, Xi Limen home official announced Yang Yang as the brand spokesperson on October 18, 2021,On October 21, 2021, Wang Li’s security officer announced Li Yifeng as the brand’s spokesperson on October 29, 2021, Chivas Sofa announced Wu Jing as its spokesperson on December 6, 2021,On December 25, 2021, Di Biao home announced Zhang Jing ying as the spokesperson Xiao Zhan, Wang Yibo, Ren Jialun, Dili Reba, Huang Zitao, Yang Yang, Li Yifeng, Zhang Ruoyun, Huang Xuan, Deng Lun…These stars, which are popular among young people, are labeled with high appearance level, high traffic, idolization and distinct personality.They have a huge influence in the young consumer group, have great commercial value in the consumer market, have a strong brand appeal and take goods ability.Pan Home network believes that home building materials enterprises keep pace with The Times, insight into the consumption needs of young people, find the point of resonance with young people, and make friends with young people.In 2021, the “price hike” topic will continue to be hot.”Paint price rises”, “wood price rises”, “raw materials soar”, “plate rises”, “coal rises”, “chemical raw materials price rises”, “sanitary production needs a variety of raw materials prices are rising”, “logistics costs rise”……All kinds of rising news frequently brush screen, which leads to the price of pan-home products.In the past year, price notification letters frequently flow from wechat moments, covering a variety of product categories in the home furnishing industry.Will price rises last in 2022?Industrial breakout:Nankang production area is rising rapidly, attracting internationally famous and domestic first-class furniture and home appliance enterprises such as Gree, Red Star Macalline, Unexpectedly Home, Yuexing Group, Marko Home, Nature Home and so on to settle in Nankang. According to Fanjiju, Nankang is not limited.It is likely to become a strong competitor of the furniture industry group in the Pearl River Delta and Yangtze River Delta.At the same time, Guangxi actively accepts the industrial transfer from the eastern region and has become the largest wood-based panel production base in China in the past year, with the output of wood-based panels in Guangxi reaching 51 million cubic meters in 2021 alone.In the past year, the majority of enterprises in the pan-home industry are deeply practicing internal skills.In 2022, what changes will China’s home furnishing industry usher in?Are you ready?