Partial renovation has gradually become a mainstream home improvement company competing for a new battlefield of micro-decoration

Property market regulation "butterfly effect"

After the introduction of a new round of property market regulation and control policies, the market wait-and-see atmosphere is strong, and the home improvement market, which is closely related to the property market, is also affected. The decline in real estate transaction volume has brought about a sharp decline in the amount of first-hand house decoration. The home improvement market has entered a "low-key" period after the rapid development of the previous 10 years. The building materials industry and the furniture industry have been affected at the same time. The "butterfly effect" of the real estate market regulation Gradually appear.

"Before the introduction of the real estate regulation policy in 2009, the ratio of new and second-hand housing renovations we undertaken was roughly 6: 4, and this ratio has changed to 4: 6 since last year." Relevant people from the people's decoration company told reporters that the old residential The era of "micro-decoration", which is mainly refurbished or partially decorated, has arrived.

Partial renovation is becoming mainstream

Huang Zhen, deputy chairman of the Shanghai Decoration Industry Association, said that in the late 1990s, Shanghai commercial housing began to spread, and those commercial housings delivered more than 10 years ago have now entered the maintenance period, especially the kitchen and bathroom require secondary decoration; 囿Due to economic strength, some young people who purchase homes for the first time purchase second-hand houses and need to partially decorate the houses; the elderly need to change or renovate some functions in the original houses due to the marriage of their children ... "Become the mainstream of the current market. It is estimated that in the next 3 to 5 years, the city will have a huge total consumption of residential renovation every year, bringing a total market of 10 billion yuan.

According to a recent sample survey of "Renovation and Decoration Network", 78% of the respondents said that they have been renovating their houses for more than 8 years, and 40% of the respondents intend to renovate this year. The proportion of refurbished parts are: kitchen 20%, living room 13%, bathroom and others 10%, bedroom 7%; and in renovation and decoration construction projects, wall coating renovation accounts for more than 90%.

Home improvement companies compete for "new battlefield"

The "mini-decoration" project is small, time-consuming and labor-intensive, and the profit is relatively thin. At the beginning, not only the regular home decorating company was willing to take it, but even the "road guerrillas" were unwilling to do it. However, as the market changes, the big market contained in "micro-decoration" is being valued by more and more home improvement companies. In order to adapt to this consumption trend, Jiayuan Decoration Co., Ltd., which proposed the concept of "renovation and decoration" earlier in Shanghai, has developed a complete set of construction techniques and service processes, and subdivided the "micro-decoration" project into wall renovation, kitchen, bathroom ceiling There are 16 categories and 60 items including renovation and renovation of complete kitchen utensils, which can be combined at will, covering various spaces. The people's decoration company has set up a "renovation department" from this year to provide services for partial renovation of houses ... When more and more consumers pay for old house renovations, the "micro-decoration" market has become Shanghai. The well-known home improvement companies are involved in the new "battlefield" of the game.