2012 home industry bubble theory

Whether it is the development meeting of SouFun on December 2, or the Sina Innovation Summit on December 11, compared with previous years, the number of participants is quite large, and the level of excitement is not diminished. The biggest change is that the big ones have disappeared and they are hiding. "Cat Winter", even if those who loved the show, loved the magnifier, and loved the high-profile, no longer appeared, making the annual home event quite a bit bleak.

Say it is to lie to yourself, it is really bad; if it is not good, it is to harm yourself, let people know that it is not good or worse. This is the true mentality of most home owners not on the forum. Hiding, it makes people blind and not bothered, and avoids the evil of tongue. Even if you go to the countertop, you are talking about it. A marketing brand leader who is responsible for marketing talks about development and innovation on the stage. He is confident in the development of the company. He is extremely optimistic about the future prospects. When it comes to excitement, hands dance, body whirl, and spawn However, when I stepped down, when I talked about the real situation of the company, it was a slap in the face: six stores were closed in the middle of the year, and the marketing director ran with the team. The new product development lacked the stamina and was on the verge of loss. Such a scenario is not a case at various forums at the end of the year.

In fact, the impact of property regulation on each home business is the same, but the situation of different companies is not the same. When individual companies are faced with a lack of performance, there are always some companies that are stable, such as Europa, which has achieved more than 20% growth in the Beijing market in 2011; industry peak decoration, TATA wooden doors, performance growth Also more than 30%; Jiusheng floor, reaching one foot in the field of wallpaper, also achieved more than 20% growth... These companies are flying against the market, verifying an industry buzzword: only the depressed enterprises, no downturn The industry; there are failures to do, there will be heroes of victory.

The upstream property control policy has no signs of loosening, and the home furnishing industry faced unprecedented challenges in 2012. For the enterprise, it is a challenge and an opportunity. After more than 10 years of rapid development, there is a clear surplus in all areas of the home furnishing industry. When the market is extremely prosperous, everyone has a meal, which is not obvious; when the market demand shrinks, it is inevitable that individual companies can't eat. The more the market is in a downturn, the more the company's ability to respond, innovation, marketing and integration. Who can cross this ridge, the ushered in is necessarily a sunny day.

Is there a bubble in the home industry? There are different opinions in the answer. An indisputable fact is that in Beijing alone, in the past five years, the increase in the store area is more than 1 million square meters, more or less? Not an authoritative person has the final say, the market has its own feedback. At the end of the year, some brands were withdrawing from the store, some dealers were giving up, some stores were in the open space, the crisis was gradually approaching, and signs of shuffling began to flash. In 2012, washing a large number of enterprises that are difficult to adapt to change is not alarmist, but the demand for beautifying homes will become stronger and stronger, consumption will never disappear, and the home industry has experienced the baptism of 2012, which will be more fresh and clean. Doomsday belongs to only a few companies and has nothing to do with this industry.