How to break through the cold ice of the furniture industry and extend the industrial chain effect is highlighted

China Coatings Network
: At the end of March, the annual reports of listed companies in the home industry have been disclosed. In 2014, the competition of home enterprises is becoming more and more fierce, the upstream industry real estate shows a depressed situation, the vast majority of listed companies' annual results are red, showing a good trend of 20%-40% increase. Analysts believe that the brand effect of listed companies in the fierce market competition gradually show advantages, and the industry still has a larger room for product and experience improvement. However, it should not be ignored that there are also enterprises trying to get out of trouble through transformation.
Most of the company's performance rose 20%-40%
reporter statistics, currently listed in the A-share home enterprises are Meek Home, Yihua Wood, Daya Technology, Ascenda Forestry, Hi Linmen, Gold Mantis, Rabbit baby, hoax, Gillingson workers, seagull bathroom, Haier home, Dong Yisheng, AIA ceiling, Sofia, Oriental Yuhong, home textile enterprises have Luolai home textile, Fuana, Meng Jie home textile and so on. At present (as of April 7), in addition to a few have not yet announced the annual results and Major losses of Gillinson Industrial, other annual reports published or have a performance forecast of the enterprise generally happy, the performance rose between 20% and 40%.
, a senior investment adviser at Datong Securities, believes that although the overall trend is on the rise, there are also more obvious signs of differentiation. From the performance of the furniture industry, the company's performance is more outstanding, Meek home, Sofia and other furniture enterprises are more than 30% growth in performance. The performance of flooring companies was clearly differentiated, with Del Home's operating profit up 41.23 percent year-on-year, Rabbit's operating profit up 62.10 percent year-on-year, Daya Technology's operating profit up 35.14 percent year-on-year, while companies such as Shengda Forestry performed flatly, while Jilin's industrial performance declined significantly. In the home-wearing sector, Dong Yi-Sheng's performance grew by 18%, Gold Mantis' performance grew by about 20%, and AIA's ceiling revenue grew by 22%; In terms of household goods, Hi-Linmen has not yet released its annual report, which is expected to grow slightly throughout the year, while seagull bathrooms are the same as last year. All three home textile listed companies did not release their annual reports, and the earnings forecasts showed a small increase of 5% to 10% in revenue.
of the extended industrial chain brand effect highlights
2014 home industry generally shout cold, why the performance of listed companies generally red? Reporters summarized the annual reports of the companies found that the extension of the industrial chain and brand effect in the market highlights or for the reasons.
Zhang Cheng analysis, from the overall point of view, the furniture sector companies gradually change the original brand model, and gradually establish their own brand, expand personal home furnishings and consumer markets. Typically, Meek Home has transformed from a retailer to a brand, creating superior customer experience capabilities, expanding the integrated home consumer goods market, and terminating its two-decade OEM business, with a factory capacity of 100% supply to its own brands.
customization and integrated home design solutions are welcomed and recognized by the market. Sofia showcased the whole house custom storage space solution in a scene experience in 2014, working to increase the proportion of other custom cabinets in the business and working with foreign brands to run the domestic cabinet business as consumers' demand for the whole house bespoke increased. Bunny also take advantage of the trend of market integration, focus on creating design companies, decoration companies and designers to provide a full range of jewelry supply, and provide consumers with a one-stop display experience platform services.
can we break through the ice of the furniture industry?
the brand effect of listed companies is also deeply rooted in people's hearts, so that the performance has been significantly accelerated growth. Zhang Cheng said that the home improvement and home industry as a whole belongs to the bulk of consumer goods, consumer choice, brand efficiency and word-of-mouth is an important reference. The listed company itself is a kind of advertising effect and brand promotion. With the increasing demand for consumer upgrading in recent years, consumers in the choice of household items and home improvement more attention to quality, listed company brand effect has indeed played a significant role in supporting the company's product sales, Sofia, Del and other brands deeply rooted in the hearts of the people, its market share has steadily increased in the past few years. Reporters in del home annual report to see, Del on the "brand advantage" as the first core competitiveness, frankly "as a direct end-consumer-oriented home products, brand advantage greatly promoted the company's product sales, enhance the company's profitability." "Flooring is the main growth business module in many of Daya Technologies' businesses. Daya technology analysis, the flooring market will be more and more centralized, and large manufacturers, large brands will steadily increase the market share, a few high-quality brand enterprises will determine the industry's internal quality and market competitiveness.
e-commerce and smart home into a competition for
, reporters found that many home listed companies are in the layout of e-commerce development strategy. Such as Meek Home focus on creating OBO projects, is committed to emphasizing online and offline integration, enhance the customer experience; Rabbit baby also pointed out that the current home marketing model is facing from products, services to digital, mobile Internet transfer trend. Zhang Cheng said that the promotion of Internet online business is conducive to consumers personalized customized products, intermediate sales links can be reduced, can improve product price/performance ratio, real-time sales feedback can also provide businesses with arrangements for production and new product design decisions. "Home enterprises involved in e-commerce and information construction will greatly enhance the competitiveness of the company if they can grasp the above points and develop their own businesses."
From home appliance enterprises to integrate resources into the building materials home industry, smart home has become a hot spot in the industry, some people analysis, large-scale building materials home industry to "one-stop consumer experience" and "integrated solutions" transformation, to create an e-commerce platform, integration of the "Internet of Things" gene, smart home solutions will become a trend. Del Home Annual Report disclosed that in order to grasp the Internet and smart home to change the traditional home industry investment opportunities, Del set up a smart and connected home industry external strategic investment platform, focusing on investment in smart home, Internet home, big data, Internet of Things, 3D printing, industry 4.0, energy conservation and environmental protection, smart manufacturing and other home-related industries.
but there are also companies in a bad situation, have transformed to find a new way out. "The transformation of Weihua shares into Luzhou rare earths (failure), Shengda Forestry's quest to transform clean energy, and the failure of the restructuring after the suspension of Gillinson's work show the industry's difficulties." Zhang Cheng said. In addition, seagull bathroom is also continuing to increase the strength of transformation and upgrading, in addition to the development of bathroom products manufacturing and service industry, continue to strengthen the "energy-saving and environmental protection" product field research and development and manufacturing capabilities; Del Home also revealed in its annual report to build graphene new materials new energy external strategic investment platform, to achieve "double main industry"; Xi Linmen is also acquiring media companies. In this regard, Zhang Cheng analysis, home improvement industry is a heavy asset low-margin industry, the company's shareholders and bosses have money, of course, also hope to find some emerging high-margin industries. "The transformation of listed companies can also stimulate share prices, which is a real benefit to shareholders and bosses, so many listed companies are scrambling to transform."
Industry competition is still room to improve
home listed companies' happy news and the home industry market cold feeling is not out of touch, a number of listed companies in the annual report to varying degrees mentioned "market competition is fierce", "product homogenization serious", "building materials home market overall downturn" and other words. Analysts also believe that the overall home industry in the real estate cold period is still being tested.
but many companies are still bullish on home development opportunities. Meek home side believes that the home consumer market space is huge, with the promotion of domestic urbanization and the improvement of the level of household consumption, the proportion of home in rigid consumption will gradually increase. Rabbit baby annual report also believes that although the building materials home industry by the real estate market, but the industry once broke through the development bottleneck, "still chaoyang industry." In addition, with the rise of consumer groups in the 80s and 90s, the change of consumption habits has brought new opportunities and challenges to household enterprises. "The home industry will continue to grow and remain stable as long as it chooses a business and service that is appropriate to the habits and lifestyles of new consumer groups." Meek Home said.
Zhang Cheng also believes that people for decoration and home products brand and experience of continuous improvement also for the management of well-managed home improvement enterprises have brought opportunities. He said that with the emergence of Xiaomi home improvement and other industries, the entire home improvement industry still has more room for product and experience improvement, and who can take the lead in the market to determine the future of the company's brand and performance height.