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11 08

家具行业七大新趋势 未来几年家具行业仍持续增

  • 发布日期: 2018-11-08

“趋势,一直是各行各业争相追逐的一个现象。因为很多时候,跟对趋势了,就意味着走对方向了;方向走对了,很显然,距离淘金也就不远了。本文,笔者结合自身实践及业内的一些观点,谈谈家具行业的七大新趋势。
 
"Trend has always been a phenomenon that all walks of life are chasing. Because most of the time, to follow the trend means to go in the opposite direction; to go in the right direction, obviously, is not far from the gold rush. Based on my own practice and some viewpoints in the industry, the author discusses seven new trends in furniture industry.
 
 
 
未来几年家具行业仍将持续增长
 
Furniture industry will continue to grow in the next few years.
 
 
 
受近年房地产去库存、二胎放开以及城镇化加速等政策影响,房地产市场将保持平稳增长。家具行业属消费领域,受经济发展状况、城镇化进程、居民收入等因素影响大,与房地产行业的周期变化存在相关性。
 
Influenced by policies such as de-inventory of real estate, liberalization of second births and acceleration of urbanization in recent years, the real estate market will maintain steady growth. Furniture industry belongs to the consumption field, which is greatly influenced by economic development, urbanization process, residents'income and other factors, and is related to the periodic changes of the real estate industry.
 
 
 
受房屋销售、交付使用与装修的时间差影响,一般家具销售滞后房屋销售半年到一年左右。从2015年下半年开始,上游房地产行业重新恢复高速增长,2016年全国商品房施工及峻工面积结束四年负增长,各主要大中城市的地产去化效果远超预期。
 
Affected by the time difference between housing sales, delivery, use and decoration, the general furniture sales lag behind the housing sales for about half a year to a year. Since the second half of 2015, the upstream real estate industry has resumed its high-speed growth. In 2016, the construction of commercial housing and the construction area have ended four years of negative growth. The effect of real estate de-industrialization in major large and medium-sized cities far exceeds expectations.
 
 
 
未来市场消费主力将是中西部地区,二三线城市,中小城镇快速城市化市民化的新增需求及东部地区的中高端消费升级;25-35岁的城市新居民将是新的“金矿”。
 
In the future, the main market consumption will be in the central and Western regions, the second and third tier cities, the new demand for rapid urbanization of small and medium-sized cities and towns, and the upgrading of middle and high-end consumption in the eastern region; the new urban residents aged 25-35 will be the new "gold mine".
 
 
 
家具产业集群将适度分散及扩散
 
The dispersion and diffusion of furniture industry cluster
 
 
 
传统的珠三角、长三角、环渤海、西南家具产地集群会适度分散及扩散。尤其是珠三角、长三角、京津地区对环保、税收等综合考虑,纷纷“腾笼换鸟”。外加土地、租金、人工成本的急剧上升及市场因素,新的一轮产业集聚将会大量向中西部地区甚至向东南亚转移集中。湖北潜江、红安、监利;河南信阳、兰考、原阳;河北正定、廊坊;辽宁庄河、彰武;安徽六安;江西南康等地,众多专业的家具产业园近年纷纷崛起。
 
The traditional Pearl River Delta, Yangtze River Delta, Bohai and southwest furniture producing clusters will be dispersed and spread moderately. Especially in the Pearl River Delta, Yangtze River Delta and Beijing-Tianjin areas, environmental protection and taxation are considered comprehensively, and "cage for bird" is one after another. With the rapid increase of land, rent, labor costs and market factors, a new round of industrial agglomeration will be transferred to the central and western regions and even to Southeast Asia. Qianjiang, Hongan and Jianli in Hubei, Xinyang, Lankao and Yuanyang in Henan, Zhengding and Langfang in Hebei, Zhuanghe and Zhangwu in Liaoning, Luan in Anhui and Kangxi in Jiangxi have witnessed the rise of many professional furniture industrial parks in recent years.
 
 
 
百亿级巨头将慢慢浮出水面
 
Ten billion tycoons will slowly emerge.
 
 
 
“41家”,这是目前家居行业上市企业的数量。仅2017年以来,家居行业就有6家家居企业上市。大家居产业拥有4万亿的市场规模,没有一家企业过百亿营收的历史终将结束。
 
"41 houses" is the number of listed enterprises in the household industry. Since 2017 alone, there are 6 home enterprises listed on the home industry. With a market scale of 4 trillion yuan, no enterprise has over 10 billion yuan in revenue.
 
 
 
众多十亿级企业纷纷发力多品牌,多品类,多渠道,如顾家沙发,开始软床及床垫产品,配套产品如茶几、餐桌等通过与主打产品统一销售,2016年还正式成立顾家定制,一站式服务版图日趋完善。
 
Many billions of enterprises have made great efforts to produce multi-brand, multi-category and multi-channel products, such as Gujia sofa, soft bed and mattress products, supporting products such as tea tables, dining tables and other products through unified sales with the main products, in 2016 also formally established Gujia Customization, one-stop service layout is becoming increasingly perfect.
 
 
 
曲美实现营业收入16.6亿元,同比增长32.52%。曲美“设计”、“营销”并重,曲美着力打造线上线下一体化OAO销售渠道平台,提升渠道内生增长动力,八大生活馆产品改型定制。
 
Qu Mei achieved operating income of 1 billion 660 million yuan, an increase of 32.52% over the same period last year. Qumei pays equal attention to "design" and "marketing". Qumei strives to build an integrated online and offline sales channel platform for OAO, enhance the endogenous growth power of channels, and customize the products of the eight major livings halls.
 
 
 
美克家居的多品牌战略也备受关注。2016年,美克家居实现营业收入34.67亿元,同比增加21.26%,主要由于国内零售业务收入较上年同期增长。实际上,美克家居已经不满足零售商的身份,正极力实施多品牌发展战略。
 
The multi brand strategy of Merck home has also attracted much attention. In 2016, Merck Home achieved a revenue of 3.467 billion yuan, an increase of 21.26% over the same period last year, mainly due to the growth of domestic retail business revenue over the same period last year. In fact, Meck home does not satisfy the retailer's identity and is working hard to implement multi brand development strategy.
 
 
 
去年宜华家居实现营收57亿,增长24.14%。在品类上,宜华除了通过全资收购世界沙发大师华达利进入软体家具市场,也增资参股沃棣家居和控股多维尚书切入定制家具行业。宜华正从家具—家居—整体家转型,打造Y+泛家居生态圈,其大家居全产业链布局也持续落地。
 
Last year, Yihua household achieved 5 billion 700 million revenue, an increase of 24.14%. In terms of category, Yihua not only enters the software furniture market by wholly purchasing the world sofa master Huadali, but also invests in the customized furniture industry by investing in Wodi Home and holding multi-dimensional Shangshu. Yihua is transforming from furniture-home-whole home to create Y+pan-home ecosphere, and the layout of the whole industrial chain of its large-scale residence has also continued to fall to the ground.
 
 
 
全屋定制家居领导品牌维意定制,近年来引起行业广泛关注。资料显示,维意定制所属集团近年营收持续上涨,2014年到2016年实现营业收入分别为19.12亿元、30.87亿元和40.26亿元,年均增幅在45%以上,远远高于行业增速。被认为最可能跨越百亿门槛的家具定制企业。
 
The whole house customized home leading brand Wayes customization has attracted widespread attention in recent years. According to the data, the revenue of Weiyi Customization Group has been rising in recent years. From 2014 to 2016, the revenue of Weiyi Customization Group has reached 1.912 billion yuan, 3.087 billion yuan and 4.026 billion yuan respectively. The average annual growth rate is more than 45%, which is much higher than that of the industry. Furniture customization enterprises that are considered to be the most likely to span billions of threshold.
 
 
 
同时以前认为的外行的巨头们,纷纷进军家居行,分食行业大蛋糕。碧桂园要生产家具(活动、民用、酒店、固装)、地板(强化、实木、复合)、橱柜、卫浴柜、衣柜等成品家居用品。
 
At the same time, the former giants of the outside industry have entered the household business and divided the food industry into big cakes. Biguiyuan will produce furniture (activities, civil, hotels, fixtures), flooring (reinforced, solid wood, composite), cabinets, bathroom cabinets, wardrobes and other finished household goods.
 
 
 
小米早在2013年开始行动的小米智能家居,与华润置地、金地等地产商合作,小米智能家居系列产品将进入合作地产商业主的家庭。曲美与海尔合作做定制家居;科天集团进军泛家居行业;雷士照明成立泛家居事业部,试图整合大家居版块等等。
 
Millet Smart Home, which started operation in 2013, will cooperate with real estate companies such as Huarun Land Purchase and Jindi. Millet Smart Home Series products will enter the cooperative real estate business owners'families. Qumei cooperates with Haier to make customized household; Ketian Group enters pan-household industry; Rex Lighting establishes pan-household business department, trying to integrate everybody's residential sector and so on.
 
 
 
定制家居井喷,全屋定制家居将爆发增长
 
Custom home blowout, full house custom home will explode
 
 
 
今年举行的2017年第19届广州建博会,开展期间39万平方米的展馆变成了人海,人满为患。最大的亮点就是中国定制产业井喷了,几乎所有的场馆都与定制有关系。通过新型的软件设计,使用自主家具空间设计软件,VR系统以及一键产品信息生成系统相结合,用户在空间设计后,马上就可以通过VR系统720度全景观看未来居住空间的真实环境。方案确定后,即可快速生成家具、地板、饰品等一系列产品信息清单,下单后各个产品的制造商会快速备货,实现一键式体验型快速定制家居消费。
 
During the 19th Guangzhou Construction Expo held this year, 390,000 square meters of pavilions became crowded. The biggest highlight is the blowout of China's custom industry, and almost all venues are related to customization. Through the new software design, the combination of independent furniture space design software, VR system and key product information generation system, users can immediately see the real environment of future residential space through the 720 degree full landscape of VR system after space design. After the scheme is determined, a series of product information lists such as furniture, floor, jewelry can be quickly generated. After placing the order, manufacturers of each product will quickly stock up and realize one-click experience-based rapid customization of household consumption.


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