The "autumn" of the home industry is unusually cold

Some building materials stores in Daming Home have been transformed into elderly nursing homes.

The market is sluggish and many building materials companies are under pressure.

Large home stores have expanded dramatically in recent years. (information piece)

Text / film reporter Zhong Aimei

“Isn’t it a home building business? How did it become a hospital?” During the National Day, Mr. Li, a citizen of Jinan, was surprised to find that some of the stores had changed their face and hanged the “Jinan Jude Aged Care Home”. "The signboard."
"(Change face) for a while, how has the nursing home opened for two or three months now?" Laojin, who is engaged in building materials business in the Daming home store, told reporters that the market is sluggish and many dealers are leaving the road. Originally used as part of the storefront of the building materials store, I had to change.
The store changed face, the dealers ran away, and the production enterprises closed down. The "cold winter" of the home building materials industry is not ordinary cold.
Dealer running road home store "changing face"
On the 24th, Jinan Daming Home, a whole morning, customers who come in can count.
"It's normal. In addition to the National Day, people can get more, basically the situation is almost the same every day, we are used to it." The dealer on the third floor of a wooden door said.
The building materials business is not doing well, the dealers have left the market, and the shopping malls can only make another way. The original gold stores located on the first and second floors of the store are still in business, and the rest are converted into elderly care homes, and some are converted into offices. Furniture exhibition area. On the 24th, the reporter noticed in the interview of Daming Home. The most striking thing in the exhibition hall was the oncoming, occupying the red fence of the whole wall and writing the words "countdown to the opening".
“The Decoration has been going on for months, and I haven’t seen anyone entering. Who knows when it’s time to open?” The dealer is very confused. “The investment promotion has been basically completed. The first floor will be open on the 28th of this month, and the second floor will be open to the public at the latest next month.” The person in charge of the investment department of Daming Home Office Furniture said.
According to him, the investment promotion work of the project has been very smooth. Only two stores on the second floor have not been rented. "Now most of the stores have been renovated and are on the market." But the reporter noticed that the so-called opening of the business Less than a week, but there are not many repair workers in the big stores.
“Why do you want to renovate? In the end, it’s because the market is sluggish, and the building materials business is not good?” Laojin, who has been engaged in building materials business for many years in the Daming Home Store, told reporters that many dealers have left the market and run the road, originally as a building materials store. Many of the storefronts have recently been converted into an aged care home. "It is said that the business is not bad."
In front of the second store of Oriental Homes, which was once placed on the Second Ring Road, it was noticed that the brand has even been branded with new investment billboards. It is less than two years since its opening.
"The face change and closure of the home building materials store should be just the beginning. There may be more in the future." Some insiders predicted.
According to the latest statistics from the home furnishing industry, since August last year, 12 of the various home building materials stores in Beijing have officially closed, of which 8 have closed in the past six months, and another 5 are preparing to move or withdraw. field.
Can not find a living and building materials company "life and death"
Liu Jinhua is the owner of Jinan Yi'an Mumen. As a "old man" who has been engaged in the building materials industry for many years, his biggest feeling this year is that the workers are better than the past. "I still remember this time last year, it is much easier to find a skilled painter than to go to heaven. This year is much easier," he said.
Behind the ease of recruitment is a cruel reality: Since the beginning of this year, due to the market downturn and no business, many small and medium-sized building materials manufacturers have failed to close down and the number of unemployed workers has increased.
What made Liu Jinhua feel surprised, as well as the attitude of the workers: Many people used to owe wages, but now they don’t pay their wages on time, and the workers are forbearing.
"Everyone actually knows in mind: At this moment, there is a good job in this world, and it is already very good. The wage arrears is better than the one without working." Liu Jinhua told reporters that he has been in the past year. I have already seen many dealers and building materials manufacturers failing to run the business and failing.
“The market is sluggish, the choice of customers is large, the quality and price requirements are high, and the profit margin is compressed.” In fact, not only small and medium-sized building materials manufacturers are unsustainable, but even some large building materials companies are also in stock. High and face huge financial and operational pressures.
At the beginning of October, the most popular panel furniture manufacturer and Hong Kong listed company Dynasty furniture were exposed by some media in Hong Kong, saying that “some of its production lines in Zengcheng Industrial Park were closed, warehouse inventory was piled up, and stores in Guangzhou were in a cold and sluggish situation”. The royal family's share price plummeted 27% and was eventually forced to suspend trading in the intraday trading.
Although the dynasty furniture quickly made a clarification statement, however, it was an indisputable fact that the furniture companies that once invited the big stars such as Guan Zhilin and Carina Lau to endorse were not good. The semi-annual report shows that in the first half of this year, the furniture of the dynasty The turnover decreased by 30% and the net profit plummeted by 89%. "In view of the unfavorable market environment, the company will reduce the initial production of Tianjin base facilities until the situation in the Chinese market has improved." Huang Dynasty furniture wrote in the semi-annual report.

The overcapacity of the expansion of dealers and the collective anxiety of the furniture of the emperor is just a microcosm of the current domestic building materials industry. According to data released by industry insiders, the private sector in China is currently over 40% overcapacity, and the operating rate is only 60%.
"Although there is no direct statistics, the sales of many enterprises are not as optimistic as the furniture of the dynasty. The number of orders has fallen, and the inventory has accumulated a lot." A person from the provincial township industry association admitted that the entire home building materials industry has entered the "winter" state. As for the reasons, in addition to the real estate downturn caused by macroeconomic regulation and control, the slowdown in economic growth has led to a decline in consumer purchasing power, and it is also related to the over-expansion of the entire industry leading to a serious overproduction.
"It's really too much! You think about it, from the end of 2009 to the present, how many large home stores are there in Jinan? The operating area is more than 100,000 square meters, so there are so many customers!" In the household building materials industry, Mr. Huang, the head of a large domestic sofa manufacturing enterprise, used the word “excess” many times.
Starting from five years ago, following the continuous expansion of domestic home furnishing stores, Mr. Huang’s number of sofa stores has also shown a geometric growth: at the beginning, it was mainly concentrated in big cities, and the north, the upper and the wider, and gradually deepened. In terms of quantity, five years ago, Mr. Huang’s business had about 200 stores nationwide. Today, the number of stores has expanded to more than 700.
However, Mr. Huang’s days did not become so good because of the increase in the number of stores. On the contrary, from the end of last year, with the cooling of the entire economic environment in the country, he began to feel that his shoulders were getting heavier and heavier. The pressure is getting bigger and bigger.
Statistics from the China Household Association show that according to the industry standard of 10,000 square meters annual sales of 100 million yuan, last year, the home building materials industry achieved annual sales of about 200 billion yuan, that is, 20 million store area to meet the market Demand, and the current total area of ​​domestic home stores has exceeded 40 million. If the trend of the industry does not change in the future, 50% of the store area is surplus.

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