It's winter. Recently, the Department of Circulation Industry Development of the Ministry of Commerce and the Building Materials Circulation Association jointly released the National Building Materials Household Products Index (BHI) for June 5438+ 10. 5,438+10, the national sales of home building materials above designated size was 61700 million yuan, down by 32.88% and 9.46% respectively from last month. %。
Analysts believe that the year-on-year decline in sales in the first month put great pressure on the domestic market. How to better accept new retail and turn traffic into customers is the key for 20 19 to win the market.
The first month of sales decline
20 19 1 month, the temperature drop is the sales of family stores.
The national building materials home prosperity index BHI jointly released by the Ministry of Commerce and the circulation development department of the Building Materials Circulation Association shows that the national building materials home prosperity index (BHI) in May 438+10 was 73.99, down 19.74 points from the previous month and 5.83 points from the previous year. 5438+ 10, the national sales of building materials and houses above designated size was 61700 million yuan, down 32.88% from last month and 9.46% from the same period last year.
BHI, the national building materials and home furnishing boom index, is a boom index of building materials and home furnishing terminal stores jointly issued by the Circulation Development Department of the Ministry of Commerce and the Building Materials Circulation Association. The data comes from 40,000 kinds of domestic building materials and family businessmen. ), BHI reflects the prosperity and market trend of building materials and home decoration materials.
"In 20 19 years, under the influence of the cold weather in winter and the approaching Spring Festival, the national building materials and home furnishing market was cold, and BHI decreased significantly. Due to the impact of the Spring Festival holiday, it is expected that BHI will fall in February. " The Industry Research Department of Building Materials Circulation Association still advises the national building materials and home furnishing enterprises to be cautious and optimistic. Industry transformation and upgrading will not happen overnight. In the process of bottoming out, enterprises need patience and courage to overcome challenges. Seize the opportunity to meet the future, after winter is spring.
The cold signal sent by the opening ceremony at the beginning of this year: the crisis in the local market is getting worse.
The decline in sales volume has a certain relationship with the transfer of household consumption channels. The pressure mainly comes from two main aspects. Real estate developers are under great pressure. Although the proportion of hardcover rooms has increased, Country Garden, Evergrande, Vanke and other housing enterprises are competing to extend their tentacles to the downstream of home improvement, providing consumers with a "package" design; Another source of pressure comes from the whole assembly, with the original NX home improvement business as the main force, welcoming more and more players. Shang Pinjia launched "HOMKOO Complete Cloud" to start its own package clearing business, and customized the giant European to explore "European Package" and "Everyone Mode". Huida Sanitary Ware began to implement the "Huida All-inclusive Strategy", just completed the Series A financing of 654.38+0.2 billion yuan, and the house ownership project also announced the establishment of a new brand.
Multi-channel transfer has affected the performance of home stores to some extent. However, today's reporter in beijing business today noticed that the popularity index in the BHI sub-index declined somewhat in this case, but it continued the "high popularity" of 20 18, and rose by 28.88 points at 20 19 1.
This means that the home store is still an indispensable main channel. "It depends on the problem of characteristic household consumption. Home is a bulk slow consumer goods, and experience is an important part of consumption. " A senior household industry insider told beijing business today reporter today that although the experience is very important, there are still many traditional home stores. Changes in pain points, consumer groups and consumption habits have forced family stores to transform into digital stores.
According to the prediction of Qing Zhan, the director of Building Materials Circulation Association, the "new retail" war in the home furnishing industry will continue in 20 19, and the market will "develop smart homes, build smart shopping centers, lead new demands and promote consumption upgrading". Things will get worse and worse.
Under the "traffic dilemma", on 20 18, the giants of home stores took the step of transformation and upgrading, and digitally transformed the stores. The first place where new retail malls flood in is the location of real estate. With the help of Alibaba, the new retailer completed 4 1 renovation of smart stores in 20 18. In 20 19 years, with the chain of actual chain stores, this number will be quickly refreshed.
In fact, after the marriage with Ali, Red Star Macalline chose to join hands with Tencent, and the two companies jointly launched the global home intelligent marketing platform IMP. During the "Double Eleven" period of 20 18, they made crazy efforts and finally reached a turnover of1600 million yuan. In addition, Qumei Home also cooperated with JD.COM to test unbounded water retail, and foreign home retail brand giants IKEA and B&Q also quickly followed suit to test new retail.
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