On July 10th, at the time of the Guangzhou Construction Expo, the Chinese architectural decoration design industry ushered in a major event. The China Building Decoration Industry Design Development Trend Forum and the 'China Design Brand Plan' media meeting will be held at the Westin Canton Fair Hotel III The conference hall was held grandly, attracting more than 300 guests from the macro-economy, real estate, architecture and decoration, industrial design, home and building materials, national industry and media, to witness the grand occasion. The event was organized by China Building Decoration Association. Sponsored by China Construction Expo; China Design Brand Recommendation Organizing Committee, China Construction Association Design Committee; Guangdong Dongpeng Holdings Co., Ltd. gave strategic support. Mr. Chen Renliang, Executive Deputy General Manager of Avi Cloud (AVC) Real Estate Division The activity published a report on the theme "Real Estate 'New Era, New Opportunities", and made an in-depth analysis of the current situation and trends of the fine decoration market.
Policy support has been gradually strengthened, industrial chain integration has accelerated, and China's 'exquisite decoration' is in an outbreak: China's support for fully renovated and prefabricated buildings has gradually strengthened. Up to now, 28 relevant policies have been issued, involving 19 provinces and cities. In 2017, the decoration market has added 36 cities, and the fine decoration policy has spread to the third- and fourth-tier cities. In the future, the construction of long-term mechanism for real estate will be strengthened, and regional measures will continue to break through, and actively build a good environment for the long-term development of the industry. The monitoring data of Aowei Cloud Network (AVC) shows that the total scale of real estate decoration in the first quarter of 2018 is 344,000 sets, up 93.4% year-on-year, and the penetration rate of fine decoration market is 20%, far lower than that of developed countries, with huge development space. In 2018, the number of new hardcover residential projects continued to grow, with an estimated total of 1.7 million sets. From the perspective of the key component allocation rate of the fine decoration market, building materials, kitchen appliances, cabinets, and sanitary products are the first-class accessory products, and the allocation rate is above 95%. Three sets of kitchen appliances are higher than two sets of products, the water heater configuration rate is falling, the air conditioning configuration rate is improved, and other major electrical products are mainly for high-end real estate, the scale is small. In terms of cloth, South China and East China are larger in scale, and demand in the second, third and fourth tier cities is growing faster. Due to the impact of the property market, the hardcover developer team began to shuffle. The brand game was at the time, and the top 50 real estate companies became the fine decoration market. Leader ' .
Cabinet, bathroom, building materials scale growth, configuration rate are more than 90%: 2018' Q1 fine decoration market cabinet matching scale of 340,000, configuration rate of 99.4%, scale increased by 92.8%, developers have a larger share, supporting brand cross-border The layout of the hardcover cabinet market is mostly; the bathroom has become the standard product, the Q1 matching quantity is 688,000 sets, the configuration rate is 100%, the scale is up 93.4%, the sanitary market concentration is further enhanced; the building material parts allocation rate is more than 90%, paint, The switch socket is still the standard product, the configuration rate is 100%, the tile, the indoor door configuration rate is over 99%, the wooden floor configuration rate is 94.6%, close to the standard, the switch brand foreign capital is dominant, and the other building materials parts domestic brand share high.
New users of traditional home appliances have been intercepted, and they are expected to become the first channel of kitchen appliances: Hardcover is an opportunity and a challenge. Under the direct mining mode of developers, new users of traditional home appliances are intercepted by the hardcover market, and real estate direct mining is expected to become offline retail. After the online sales, the new important marketing model is expected to become the first channel for some kitchen appliances with high matching rate. Under the trend of full decoration and fine decoration, real estate developers will directly purchase and supply relationships with brand owners. Cooperation with brand enterprises will be closer, and the direct mining model will provide a powerful driving force for the organizational transformation of home appliance enterprises. At the same time, consumption upgrades will promote the development of fine decoration and high-end, quality. High-end consumers pursue new technologies and technologies. It tends to choose intelligent, technological products for the whole house. In addition, long-term rental apartments have gradually become a new outlet. At present, TOP30 housing enterprises have all three-thirds into the long-term rental apartment market, and leading enterprises have upgraded long-term rental apartments. As a key strategic direction, the scale of long-rent apartment layout planning is amazing, and the market size of 'home appliances' in long-term rental apartments is also considerable. , Brands need to build a comprehensive system management capabilities in terms of product positioning, price positioning, marketing positioning, service orientation and so on.
