In the context of the overall recovery of the home industry, the red flag of the Meikailong 27th anniversary event was settled. In the first half of the year, Red Star Macalline’s total sales of merchants nationwide exceeded 6 billion, an increase of more than 10% over the same period last year.
Red Star Macalline merchant sales data reflects several characteristics of China's household consumption in the first half of the year: the building materials industry is not weak in the off-season, the furniture plate type cold solid wood is hot and cold, and the prospect of custom furniture is promising. The industry believes that as the largest domestic household circulation enterprise, Red Star Macalline has a strong representativeness and foresight for the research and development of the home market trend. In the first half of the year, we will review the second and third tier cities to boost the industry's recovery.
According to Red Star Macalline data, sales of building materials in the first half of 2013 increased by 25% year-on-year, while sales of furniture products increased by 13.7%. The release of real estate just needed to make the furniture and building materials industry warmer trend is becoming more and more obvious.
As early as March of this year, Red Star Macalline Chairman Che Jianxin predicted at the press conference that the home furnishing industry will see a growth of more than 10% in 2013. This coincides with the warming trend indicated by the National Department of Circulation Industry Development and the China Building Materials Circulation Association.
Compared with the first-tier cities, the furniture and building materials products in the second and third-tier cities have increased even more. Taking the first quarter as an example, the sales performance of building materials in secondary cities such as Changsha, Shijiazhuang and Changzhou was eye-catching. The sales volume of Datong Shopping Mall in March “2 days†was 35 times higher than that of the same period.
The data also showed that in the first half of the year, the sales of solid wood furniture in the furniture category of Red Star Macalline National Mall increased rapidly, and the plate furniture declined significantly. The top three of the solid wood furniture are Fuye, Baisen and Qingdao.
“The solid wood furniture has been welcomed and popular, and it has become a significant market phenomenon.†Zhu Changling, chairman of the China Furniture Association, said that solid wood furniture is popular among consumers and has multiple relationships with the economic reasons and consumption concepts behind it.
Compared with March, May, September and October, the hot month of building materials sales, June is not the traditional building materials consumption season. However, statistics show that the National Mall of Red Star Macalline has achieved sales of more than 1.5 billion merchants, of which the share of building materials category is close to 50%. The off-season sales show that the traditional law of the building materials industry is quietly changing. Looking forward to the second half of the year, the industry is expected to further increase the prospect of custom furniture
Red Star Macalline predicts that if there is no transitional change in the macro environment, the trend of household consumption in the second half of the year will be affected by the continued warming of the real estate market after October last year, and there will be a significant increase.
With the growth of the new generation of consumer groups after the 1980s, personalized consumer demand has become the mainstream, and custom furniture is in line with the inevitable requirements of modern young people to admire their individuality and show their own charm. Therefore, the demand for custom furniture is expanding, and haute couture furniture has accounted for about 10% of the entire furniture market, and the development prospects are huge.
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