New forces hit the Hunan homewear market in 2015 to meet the subversion shuffle

China Coatings Network
: According to statistics, in 2014 China's building materials home industry market size reached 4070.9 billion yuan. 2015 home improvement industry, there is the new economic normal under the traditional home improvement enterprises difficult to transform and live, outside Vanke, Haier and other upstream housing enterprises, Dongpeng home and other downstream materials manufacturers, Xiaomi and other Internet capital cross-border division of this 4 trillion yuan "big cake." And this fierce market battle, also affected Hunan. Industry insiders predict that in 2015, Hunan homewear market will usher in a subversive reshuffle.
despite the impact of various new forces, the traditional home-clothing industry has not stopped thinking about the industry and consumers, the pursuit of a happy life has not stopped.
5 categories of enterprises competing for hunan home improvement market
it is estimated that in the next 3-5 years, the new market demand for home improvement will reach at least 650 billion to 800 billion yuan per year, and the total amount will reach 2.6 trillion to 3.2 trillion yuan by 2018. In the first quarter of this year, Hunan's residential goods achieved retail sales of 2.217 billion yuan, up 12.4% year-on-year. Among them, building materials grew by 9.9%, furniture by 1.4% and metal and electrical materials by 21.5%.
this huge cake, attracting "outsider" enterprises to compete for advanced resident. A large amount of capital into the industry, Xiaomi, Sequoia and other investment in Internet home furnishings; Haier turned to smart home layout big data; Vanke and other housing enterprises have also entered. Hunan last year, a number of brands emerged to integrate the home industry chain, from design, material selection to home department stores and other integrated home services and product supporting solutions, while Zhuo Bergen, Lejia Nest and other home stores, respectively, aimed at high-end and low-end home improvement consumption, to reduce channel costs customized services; Cross-border, real estate, materials and capital enterprises, plus traditional home-clothing enterprises, become the main force in the market competition.
traditional homewear industry disruption is taking place
" at present in Hunan market, brand homewear companies accounted for only 30% of the market share, while the remaining 70% are scattered in the hands of the guerrillas. Chen Zili, secretary-general of the City Clothing Association, said that the new forces poured into the homewear industry, bringing new thinking patterns and cross-border talent, in addition to competition, but also conducive to promoting the standardization of the homewares industry, accelerate the development of the industry.
the impact of new forces, how to deal with the homewear industry? Each homewear brand has different answers. "Without transformation, traditional home-clothing companies are waiting to die." Casual residence decoration group chairman Peng Xiaoxuan said. Yuan Chaohui, chairman of Dotstone Decoration Group, believes that traditional home furnishings should grasp the advantages of industrial chain and service experience, take the initiative to meet the Internet era, products and services to the extreme. Han Mengxuan, vice president of Apple's decoration group, argues that Internet thinking should be used as home furnishings, rather than relying solely on the Internet.
from product to model, from channel to management, from design to construction, Hunan brands have their own breakthrough. Hongyang homewear Changsha general manager Chen Junjian's philosophy is that under the development of market differentiation, rather than competing with the Internet homewear just need consumers, it is better to do a good job of high-end customized products, this market has great resources.
first-line brand home stores will also extend their tentacles outwards, from the upper reaches of the industrial chain to seize food, and strive to explore the road of development. Industry insiders believe that not only the stronger the stronger, the weaker out of the market reshuffle, in the first-line brand enterprises, for the traditional home industry is also occurring, this year will be more intense. This newspaper will continue to pay attention to the transformation and upgrading of the home improvement industry, welcome readers to pay attention to this newspaper Guangsha home WeChat, express views, participate in the market upgrade discussion.