The capital chain involves the development lifeline of enterprises, and the financing problems of small and micro enterprises have attracted much attention. Whether it is the high loan amount of the bank or the market risk, the capital crisis encountered by enterprises reflects the harsh environment of reality. For the home furnishing industry, the rumored cold-selling crisis of Guangdong's small and medium-sized enterprises this year also indicates that the development crisis is serious. Starting in mid-November, there is news of the spring water and San Lager CEOs running through the Nanxun area, once again bringing the risk closer to the floor. The survival crisis of enterprises and the home industry is coming or coming. Unknown 2012, the company has responded to the grim situation, is it ready to break through?
Economic factors are related to the development of the industry
Citing the ABC loan data mentioned in the preface, in 2011, external factors such as rising costs, shrinking domestic demand, credit crunch and the passive rise of the RMB exchange rate have become the main reasons for the dilemma of small and micro enterprises. The survival of enterprises is worrying, and they are running in succession. The event becomes a microcosm of reality.
In the midst of the financial support of small and medium-sized enterprises, in mid-November, the Ministry of Finance and the National Development and Reform Commission issued a notice to decide to exempt small and micro enterprises from management and registration from January 1, 2012 to December 31, 2014. And the administrative fees of the licenses, and effectively reduce the burden on small and micro enterprises, then can the support of funds break the situation for the difficult situation?
At the end of November 2011, Minister of Commerce Chen Deming said at the China Foreign Investment Enterprise Association General Meeting that the downturn in China's economy will be difficult to avoid next year, and the economic growth will slow down further. Enterprises may face difficulties, especially some small and micro enterprises. This will affect the income growth of residents and curb consumption.
The trend of the real estate industry, which is closely related to the home furnishing industry, will change in the macro environment. Zhou Jiancheng, general manager of the Enterprise Research Center of Shanghai Real Estate Research Institute, said at the Yangtze River Delta Home Industry Innovation Summit held on November 30 that for the domestic environment, Since the beginning of last year, the effect of tightening monetary policy has been very obvious. The economic growth has slowed down and inflationary pressures have weakened. Whether real estate companies can go through Changzheng Road in the future depends on whether he achieves product breakthrough, while the real estate industry and the home industry Achieving good interactions can drive a common future for both industries.
Household companies calmly deal with risks
Small and medium-sized enterprises survived and survived. For many industries such as flooring, wooden doors and cabinets in the home industry, small and medium-sized enterprises accounted for almost half of all industries. Is their development just as painful as the periphery sees? Looking forward to turning around in the crisis? Saving power, waiting for a new round of explosive development?
In October and November 2011, nearly 30 companies visited Jiangshan Mumen, Nanxun Floor, Hefei Cabinet, Nantong Home Textile and other bases. In the face of today's grim situation, most entrepreneurs expressed their interest in the real estate market, raw material price increase and export environment. Worries such as deterioration, and a steady strategy for the 2012 sales target and market expectations. However, it is not difficult to see that although the external market environment is not very strong, in 2011, home furnishing enterprises actively achieved market sales growth through channel construction and business development. The development results under the contrarians further increased the company's anti-risk confidence.
Workers in the workshop construction
For brand enterprises, the financial pressure may be relatively weak, but many companies are also cautiously exploring. Liu Hong, vice president of Gujia Home, said that the two factors, rising raw materials and increasing market competition, have increased the pressure on the survival of the home industry, but He believes that a company must be a century-old brand, the economic crisis and the pressure of survival are tests. "We must be the driving force of the pressure to win the market opportunity." At the CCTV 2012 Gold Resources Advertising Bidding Conference, Gujia Home to 4820 Ten thousand yuan bid for the third position of the second unit after the end of the news broadcast.
The "double-reverse" incident that was settled in October 2011 and the continuous "running" of the floor in mid-to-late November have caused many flooring companies to have a variety of interiors, and the new round of "shuffling" in the flooring industry has been heated up. Many people are worried about the direction of the industry, but the author finds that even if the external environment is frustrated, the major flooring companies will continue to seek development opportunities as always. The beautiful island floor will take advantage of the 58th anniversary celebration to make strategic adjustments and lay out the future; The development of cornering overtaking... The confidence of the company remains the same. Regardless of whether the industry is in a “bull market†or “bear marketâ€, the development trend of the company is irreversible.
The huge space in the market is still waiting to be excavated
Shopping malls are also like battlefields. If they do not enter, they will retreat. Under the market trend, the home industry will focus on the development space of enterprises. Lan Qiang, general manager of Huaming Flooring, believes that the development of SMEs at this stage mainly comes from two aspects: one is the idea, the other is the capital chain, the SMEs should develop, the strategic ideas must be right, and it is very important to be stable and steady. Yi Peng, vice president of the China Urban Development Strategy Research Association, said that if enterprises want to develop, they must rely on self-rescue, and self-rescue depends on the power of the market. Only the market has the space and foundation for enterprises to survive.
The market of the home furnishing industry is not saturated yet. The real estate market provides huge potential for affordable housing and low-rent housing. The vast third- and fourth-tier markets also have a lot of blanks. If the competition in first- and second-tier cities tends to become hot, the niche market It is not a good choice.
Similarly, in the development of new channels, many companies have begun testing the e-commerce this year. Although the e-commerce development in the home industry is still in its infancy, many problems remain to be solved, but in the process of the author’s visit, entrepreneurs The prospects for e-commerce are consistently optimistic. Zhu Weihua, chairman of Lihao Furniture, believes that e-commerce is a big trend from the operating expenses of enterprises and the current changes in consumer groups and consumption habits. Who can take the lead in smoothing out The experience of the home and the various technical issues, who will be the winner.
Channels provide opportunities for the market, and the creation of market environment expects the joint action of enterprises. Only by maintaining innovation in products, breaking through homogenization competition and breaking through low-price competition can we exchange for a healthy market environment. The author believes that any competition has risks, and the risks are not terrible. The terrible thing is the distortion of the mentality and the deterioration of the values ​​when dealing with risks.
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