Floor e-commerce model trend has become more hot in 2012

Some words that are very popular in the flooring industry's 'annual meeting', such as 'changes', such as 'reforms', have actually occurred in previous years and are more real than any previous year.

Recognizing them and shredding, chewing, and swallowing up the chaotic realities is even more invisible to us. When the so-called 'winter' or so-called '2012' really arrived, it could keep up with the rolling wheel of history.

Then, after the local board industry passes the 'winter', where will it go?

Living Circumstances: The overall trend is due to the macro economy

From the US subprime crisis in 2008, only the export floor was partially affected. The Chinese floor people did not seem to be affected too much, but it also provided an opportunity for the transformation and upgrading of many manufacturing companies.

However, with the weakening of the world economy and the continuing international financial turmoil, coupled with the imperfections of its own market economic order, China’s macroeconomic situation inevitably reached the edge of the crisis in 2011.

*** The artificially rising raw materials caused by the internal devaluation, the export obstruction caused by external appreciation, restrictions on the purchase of real estate market, limited loans, and tightened credit led to tight funding links. . . . . . All of this is in the eyes of everyone.

However, from the longer-term perspective, the Chinese economy has experienced rapid growth over the past 30 years, and the large amount of demand accumulated over the past decades has gradually been absorbed in the rapid expansion of market capacity.

Whether it is the real estate industry or the flooring industry, the future market is still in, but that kind of overall high-speed growth has truly become a 'past tense'.

Both the Chinese economy and the flooring industry have fallen into a serious overcapacity, as Lang Xianping has long warned us.

The flooring industry, just like the Chinese economy, is like a child running on the ice and can't stop by accidentally running across the finish line.

Not far ahead is an iceberg.

This is why, at the end of 2011, hyperinflation was contained, *** appreciation decelerated, house prices fell significantly, trades became heavy, and even the real estate control policies began to loosen. The entire flooring industry felt that it was even more sad – because we may have already Ushered in the legendary stagflation - while the economic growth stagnated, inflation continued.

Excess area of ​​stores, excessive number of companies, and excess production capacity in general, all can only wait for the entire industry to resolve through shuffling and reorganization.

The means by which a single enterprise responds to the decline in the average profit rate of the industry can only be to increase the production efficiency, increase the added value of products and brands, reduce the channel and management costs. The improvement of the macroeconomic environment cannot be expected to be too high.

The central government has identified the 2012 economic work policy as 'steady growth, structural adjustment, ensuring people's livelihood, and promoting stability'. The 'stable growth' in the report reflects the central government’s concern that the economic growth rate will fall too quickly.

Regional Market: East is bright, west is bright

Although some market participants believe that the floor market and real estate market are not necessarily related. However, common sense and facts tell us: If the house cannot be sold, who will buy the floor?

On the other hand, cities with high commodity prices are also the hottest cities for commercial real estate speculation, and they are the fastest growing battlefield for chain stores.

The shrinking effect of the house turnover and the excess area of ​​the sales area add to the problem.

According to analysis by industry insiders, this year, the worst market conditions are mainly the domestic first-tier cities, but also mainly in the eastern coastal areas, such as Beijing, Tianjin, Shenyang, Nanjing, Shanghai, Hangzhou, Xiamen, Guangzhou and Shenzhen.

And they are the most restrictive cities in this round of real estate regulation.

This is also due in large part to the fact that these cities were most valued by traditional commercial real estate investors during the rapid rise in housing prices in the previous wave, and thus performed most prominently in the expansion of stores.

By this year, some cities with obvious market surpluses such as Hangzhou, Tianjin, Shenyang, etc., had first been aired on the beach in the ebb tide.

The relatively best areas of the market have become the western and southwestern regions, such as Lanzhou, Yinchuan, Chongqing, Chengdu, Guilin, etc.; Central China, Zhengzhou, Wuhan, and Changsha are moderate. The entire Chinese flooring market happened to be vertically divided into three categories, progressively decreasing from west to east.

The domestic market in 2011 is like the weird tunes played by two hands at the same time. One is the tangible hand of government regulation, and the other is the invisible hand of the law of the market. In order to grasp the pulse of the market next year, enterprises must also grasp two things: one on one hand and the other on macroeconomic policy.

Channel model: various types of chain stores and

The crazy expansion of traditional chain stores has reached a peak in 2011.

According to a statistical data, as of now, there are at least 1,000 furniture stores in China with an area of ​​more than 10,000 square meters, and the new stores are showing an over-sized amount of features. This year, the new stores will have 150,000 and 200,000 square meters. There is a general surplus in the floor market in second-tier cities.

The Red Star Meikailong, Actually Home, Eurasian, and Yuexing, these national chain giants practice the heartbeat expansion plan they set for the beginning of the year, and the second-tier stores brand followed.

Although in many cities, the news of dealers leaving the market and closing stores in stores continues to spread, it is only seen as an inevitable result of fierce market competition. Who doesn't want to be the last winner? No one cares whether the total market volume is surplus or not, and only cares about the fact that the territory has not expanded fast enough.

After hundreds of thousands of dealers in the country have 'shouted' for more than a year, complaints about chain stores have also surfaced this year.

In 2011, various emerging models such as independent stores, self-operated stores, e-commerce, direct sales stores, designer channels, and community stores took the stage with challengers.

In the process of competing with the traditional store model, they showed their respective advantages, but also exposed their own deficiencies.

For example, independent stores and self-operated stores have high operating costs, slow expansion speeds, lack of experience in e-commerce and mature logistics, lack of strength in direct sales stores, and so on. At present, no one can truly replace the traditional model. Strong manufacturing companies often try to divide the troops at the same time through multiple channels.

Among these various patterns, e-commerce is generally considered as one of the major directions for future development.

Although, as far as this year's situation is concerned, there are few traditional manufacturers that have achieved decisive success in the area of ​​e-commerce, but the general trend has already become, and this trend will become even fiercer in 2012.