Since 2016, governments of all localities have started to push forward the delivery policy of hardcover housing under the appeals of energy saving, environmental protection and green. However, the resignation of public rental housing, long-term rental apartments and shantytowns reconstruction projects, etc., Boosting the rise of custom engineering market in the elimination of rough housing, real estate projects to complete the renovation of new, refined decoration and innovative 'rent to sell' exploration process, a trillion-level engineering installation market was levered up.
In the face of tempting 'cake', stakeholders including real estate developers, building materials suppliers, home furnishing channels, home appliance enterprises all hope that they will be able to 'cut a dime' on the cake.
Well water and river water
Orville cloud network released "China's real estate industry, the decoration industry research report" predicted that '5 years will bid farewell to large and medium-sized cities rough housing'.
In 2017, newly built fully renovated and renovated real estate projects, as a first-class ancillary products of building materials, bathroom products supporting rate of 100%; kitchen, range hoods, stoves, sinks, cabinets supporting rate of over 95%; Such as disinfection cabinets, water heaters, air conditioners, fresh air system configuration rate of 23% -66%, for smart homes and high-end real estate products supporting rate is currently below 20%.
With the rise of public rental housing and long-term apartment buildings, the overall customization scheme of providing home appliances through direct or indirect leasing is also favored. Taking the convenience of chain home as an example, the number of subscribers has reached 1.2 million in 2017, And further expand the rental market.Free apartments are using a unified decoration style, configuration empty, ice, washing and other appliances, and users are more satisfied with its complete facilities and standardization services.Cache Institute analysis that by 2025, China's housing rental market rents The total amount will be nearly 3 trillion yuan, the rented population will reach 230 million, of which Beijing rented housing population of about 7.31 million, the number of rental housing is about 3 million, the rental gap of about 4.31 million (equivalent to 2.2 million sets.) These are appliances Project supporting the potential target.
Against this backdrop, industries that were once completely different from each other and where they did not engage in water and water started to penetrate and cross-border.
Cai Xiaojun, vice general manager of Vantage Marketing Headquarters, told China Home Appliances Network that engineering channels are becoming an important distribution area for the kitchen electrical and electronic enterprises. It is estimated that the future engineering and retail channels will achieve '46', 'We and Vanke, Rongchuang, Evergrande, Sunshine 100 and other real estate companies to establish a good cooperation.For the engineering channels, the price is not their primary consideration, they are more concerned about the value of the selected brand and whether it can provide long-term and stable service.He believes that the housing prices The cooperation with home appliance brand has a win - win result. For the household appliance enterprises, the project channel is a new way; for the house enterprises, the hardcover supporting household appliances can raise the level of house unit 's price per square meter.
In fact, due to the highest correlation between demand for kitchen appliances and real estate sales, sales of home appliances and kitchenware (including hoods, stoves, dishwashers, embedded products, etc.) in home building materials and fashions in 2017 have started to faintly threaten the traditional appliance channels (Such as home appliance chain, store) status, in Shenzhen, Wuxi and other markets, sales of home channels have more than traditional home appliances channels.
In order to catch up with this trend, appliance companies have also all the tricks.In the hit drama "My First Half Life", Haier implanted smart home ads used in high-end residential, its meaning is self-evident. Similarly, the United States together Country Garden, Suning together Hengda, too boss and so have to speed up the project layout, can be described as the same thing.
January 11, 2018, the United States and Country Garden Huizhou project officially signed the contract, the agreement will provide the United States for the Country Garden high-end community with more than 10,000 sets of smart home systems, including smart locks, smart lights, smart security, smart appliances, etc. Smart home, smart living room, smart kitchen, etc. In addition to the Huizhou project, Midea Smart Home also has its presence in One American Mansion, Beauty's Lead Mansion, Country Garden Headquarters, Hengda Haitang Bay, and Poly View Lake International, Vanke Golden Dream, State Grid Wuxi, Chung Dong Commercial Center and many other high-end real estate, commercial buildings projects.
According to the survey conducted by the boss, Chuangcai Electric Co., Ltd. said that at present, the three main channels of the company are offline retail, online channels and engineering channels, and the main channel for engineering services is fine decoration. Lower, but we are optimistic about its long-term prospects, we and the national 60% of the top 100 room reached an intention agreement. 'Boss appliances also said that in the future, will maintain the strong penetration of the category of hobs on the basis of increased embedded R & D of products, including ovens, steamers, dishwashers and water purifiers. 'We have been competing for new land plots in July 2017 for the construction of a new smart factory with further improvements in production efficiency and capacity to continue in the future Expand.
As the traditional chain channel of being caught up, Gome is not willing to give up the fat piece of hardcover. From August 2017, Gome introduced the integrated hardcover service model of 'American Choice' to inject the scene display into the store. According to Cheng Lin, vice president of Gome, 'America's Best Choice' is one of nine major home scenes that GOME invited renowned interior designers to create for 3 types of common units. The scene includes ranging from soft loading of the house to home appliances Style 'purchase plan.
In the home appliance business to the real estate market, 'predatory' at the same time, whether the real estate business will enter the appliance market, but also stir the nerves of the appliance industry.Lv Zhichun, head of MACRO kitchen division mentioned: 'Chinese people's demand for hardcover upgrades Is a big turning point for the dividend in the kitchen appliance market.As a professional kitchen and electric appliance enterprise, many people have asked me whether I am afraid of the competitive pressure from the integrated appliance enterprises, and my answer is no.We judge that in the future, the catfish ', But more likely to come from the outside' barbarians ', such as real estate business.If China Vanke decided to run a brand of home appliances such as' Vanke card ', we can imagine that this brand will monopolize all Vanke hardcover project.' And There are worries, not just MACRO family.
However, some industry observers believe that in the short term do not have to worry about this, 'housing prices rely on the parent company supply chain and channel advantages to create their own decoration or home improvement brand is not unusual, such as Vanke have' Vanke beautiful home ', to improve themselves Of the hardcover system.However, the real estate business into the home appliance industry, there are natural barriers to brand and technology, at the same time, in terms of profit margins, real estate is still far higher than the manufacturing.Of course, capital fame and fortune, if the housing prices think appliance hardcover The package is profitable and we do not rule out the possibility of overcoming these barriers through acquisitions. Currently, the two sides are mainly still cooperative. '
Hardcover market opportunities
Affected by the most restrictive purchase orders in 2017, the overall transaction volume of real estate dropped YoY, according to Orville cloud hardcover detection data, the market share of hardcover housing in first-tier cities decreased to 14.2% in the first half of 2017, but correspondingly, It is 53.0% and 28.1% growth in second and third tier cities.
As of the first half of 2017, 15 provinces and cities have introduced refined decoration policies covering the first-tier cities along the coast, the second- and third-tier cities with developed coastal economies and some inland provincial capitals. The standard hardcover policy will be further promoted in the first half of 2017, Larger incremental space of the second and third tier cities will become the hardcover market's main force.
Orville cloud network shows that from the hardcover real estate structure point of view, the first half of 2017, mid-range real estate to 56.3% of the ratio of the main market to 15000 / m below the main price segment of high-end real estate share of about 15.3%; low-end real estate market share of 28.4 %.
Mid-range real estate projects and more concentrated in the second-tier cities and southern China, central China, third-tier cities, and third-tier cities higher than the first-tier cities.
High-end real estate concentrated in second-tier cities and some first-tier cities, the same, third-tier cities are higher than the first-tier cities.
In addition, in addition to commercial housing, public rental housing, long-term rental apartments, shantytowns and other projects in the hardcover demand, but also will be integrated into the hardcover overall market to Country Garden, for example, plans to use 3 years to build 1 million sets of rental housing; Vanke currently has 30,000 centralized apartments, together with unopened apartments up to 100,000; in addition, the Ministry of Housing and Urban-ministration information shows that China will achieve the transformation of 5.8 million sets of various shantytowns by 2018. Chuancai Securities Research reported that 2018 The annual real estate policy will probably maintain the current situation, the local governments are expected to gradually amend the previous policy to ease the marginal restrictions, the release of real estate needs. A hardcover as a turning point in the broad market is slowly expanding.