How to find a way out of the downturn in the property market

Yesterday, the Champions League 2010 Year-end President Feedback Ceremony hosted by the newspaper Yangzi Home was grandly held in Nanjing. The five leading home furnishing industry leaders including European cabinets, natural floors, Dongpeng tiles, Wanhe Electric and NVC Lighting The presidents gave speeches on how to enhance consumer value under the new situation, and accepted an exclusive interview with our reporter. Regarding the current cold cycle of the industry through the regulation of the housing market, the cost pressure of collective raw material price increases, and the dilution of the demographic dividend, some executives said that in fact, it is a part of alleviating cost pressure and expanding the market to establish "foreign-funded enterprises" in some regions such as Southeast Asia Kind of way out.

Dangerous! Three big mountain supercharged home improvement machine! Brand companies are stronger

The rapidly increasing raw material costs, labor costs, and industry pressure from the housing market regulation have become the "three mountains" that the home furnishing industry must face collectively at the end of the year and the beginning of the year. Yesterday, Yao Liangsong, the sponsor of the Champions League and chairman of the European cabinet group, told reporters that the property market picked up quickly after the crisis, and the home industry also experienced a period of little spring. However, with the introduction of the property market regulation policy, the home industry closely related to the property market is bound to be transmitted As a result, the current industry share has dropped by about 10-20% year-on-year. And precisely because of the cold market, in order not to lose market share, the increase in production costs cannot be passed on to consumers, and product prices cannot be casually raised, resulting in the dilution of corporate profits, which is undoubtedly fatal for some "miscellaneous military" in the home furnishing industry. Cracking down, but for home brand companies, it is precisely a great opportunity for industry integration. Wan Zhengyu, general manager of Guangdong Dongpeng Ceramics Division, also agreed. He told reporters that each industry actually has its own industry cycle. While being a business, the opponent is not the industry atmosphere, but one's own efforts. Take the mobile phone industry, for example, it has basically reached its peak. Everyone thinks that there will be no further progress, but the advent of the Apple mobile phone has opened up another space for unlimited reverie for everyone.

The same is true for the home furnishing industry. The most important thing is to practice your own internal strength. When the industry is good, some small workshops can make money if they just play it. However, if the market turns cold, they must compete for service and quality. Even if the property market is affected by regulation, it is always If someone buys a house, then someone will definitely buy tiles. At this time, it depends on whether your brand competitiveness and innovation can attract consumers. Therefore, the rising cost of raw materials is beneficial to the enterprise, and it can reshuffle the original industry with unevenness, so that the strong can survive.

Absolutely! It's wonderful to sell oxygen on the floor! Zero-carbon companies gain multiple profits

Now, low-carbon environmental protection has become the biggest market winning weapon for many brand companies, and the economic benefits of zero-carbon production have unexpected gains: Yesterday, She Jianbin, President of Nature Floor China told reporters that Nature Floor has 30 Ten thousand hectares of raw material forest land are distributed in Guangxi, Jiangxi, Yunnan and many other provinces. In order to protect the environment, nature requires 40 trees to be replanted for each tree cut, and insist on zero carbon to produce a floor that can emit negative ions. The unexpected gain is that because of the large areas of woodland, these big tree "workers" can "automatically" produce a lot of oxygen every year, so some oil, petrochemical companies and coal-fired power plants have to buy because of pollution. Oxygen can continue to be produced, which brings extra income to nature. So how does oxygen trade? It turned out that according to the unified regulations of the world, the World Carbon Trading Center conducted a special assessment to see how much oxygen can be distributed by the woodland, and how much of the oxygen value of the oxygen, and finally the transaction. "Low-carbon enterprises are always very popular," Du Guofeng, director of NVC Lighting Market Center, also said that for NVC lighting, low-carbon energy-saving lamps sell very well. This year NVC also won the bid for the national high-efficiency energy-saving lighting promotion project. In Jiangsu, 350,000 government-subsidized energy-saving lamps were provided for people to buy at low prices, and no matter whether it is the Asian Games, Olympic Games, World Expo or South Africa World Cup, there are model projects of NVC lighting, NVC lighting or Nanjing Youth Olympic Games Sponsor.

strong! Urbanization repair and control pressure! Set up factories abroad to reduce costs and increase efficiency

Du Guofeng also has an identity and is a "press spokesperson" for the Champions League. He told reporters that the Champions League was formed by five multi-industry companies including European cabinets, natural flooring, Wanhe Electric, NVC Lighting and Dongpeng tiles in April 2009, mainly in response to the global financial turmoil at that time. The cold winter brought by the industry, everyone together to warm up. After experiencing the ups and downs of the industry's prosperity, it has successfully amplified its brand awareness and reputation, and everyone is still in a group to cope with the pressure of regulation and control. However, Du Guofeng said that in fact, the speed of urbanization in China is still accelerating, and the quality of life of consumers is constantly improving, which also partially repairs the negative factors of macro-control on the home furnishing industry.

As for inflation, enterprises can also use their own technological innovation to improve quality, reduce costs, and ease pressure. Gong Peiqian, director of Wanhe Electric Marketing Center, understands this well. Wanhe Electric ’s gas water heaters currently have a market share of more than 20% and have more than 600 patents. In addition, the water tanks in general water heaters are made of copper. The lead immersion process is used to prevent interface gaps. Wanhe started three years ago. The lead immersion process has been eliminated, the aluminum alloy is used to make the water tank, and the aluminum with a large output in China is used to replace the expensive copper, which not only eliminates lead pollution, but also greatly saves costs. Faced with the disappearance of the demographic dividend, rising labor costs, and labor shortage, what measures do companies have? Gong Peiqian said that in fact, it is not bad to go abroad to set up "foreign-funded enterprises". Not only can it alleviate labor shortage, reduce labor costs, but also develop foreign markets.




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