The home building materials industry is a sunrise industry, or a sunset industry, how much room for growth?
Which sub-sectors have more room for growth? What other sub-sector ceilings have arrived?
Oversized research believes that it can be considered to compare with developed countries. Generally speaking, economic income improvement and consumption desire The impact of various factors, including the demonstration effect of life in developed countries, may drive domestic consumption changes, and the home building materials industry is no exception. Like home textiles, condensing wall-hung boilers, water-based paints, smart homes, and self-contained sanitary wares, compared with the penetration rate of developed countries, there is still a relatively large room for growth in the domestic market. First look at the situation of the home textile industry, in the Luolai Life 2017 financial report, there is such a paragraph: According to the 2016 data released by Euromonitor, Chinese residents spend $12.6 per person per year on bedding, while the United States is 34 dollars, Japan 24.46 dollars, the United Kingdom 20.16 US dollars. Here Euromonitor, which is Euromonitor International, was established in 1972 and is influential in the field of market information, research and data analysis. With the goal of the industry consumption standards of the above countries, the home textile industry, which mainly consists of bedding, has at least doubled its market space. According to the large-scale research, double the market growth space, at least means that many first- and second-tier companies such as Luolai, Mercury, Mengjie, Fuanna, Duo, Vosges, Violet, etc., will have double the growth potential, after all, influence. Large, sales outlets, customer appeal, and maintained a relatively high growth rate. If you count the merger and other factors, Luo Lai, Fu Anna and other former strong, the first to break into the 10 billion scale is still relatively large. Looking at the situation of the fireplace, there are data that Germany, the Netherlands, the United Kingdom, Austria and other countries have installed condensing gas water heaters at home in the 1970s. It has been more than 40 years old.
So far, the prevalence rate is about 49% in the US, 67% in the Nordic, 47% in the UK, 58% in France, 62% in Germany, 32% in Australia, and 45% in Japan. In China’s coastal areas, it is about 16%; the inland is lower, probably less than 1%, and there is still a big gap between the penetration rate and the developed countries. The growth space is very imaginative. The large-scale research noted that there is a data in the industry online, the sales volume of gas fireplaces is 4.272 million units, an increase of 161.4% year-on-year, of which 363,000 units of condensing products, the total number of wall-hung boilers is not high, the comparison may require wall hanging For the family of the furnace, there is still a lot of room for popularization. In addition, the China Civil Engineering Society Gas Branch Gas Heating Professional Committee also has its own data. They concluded that in 2016, the total sales volume of gas heating and water heaters in the Chinese market was 2.1 million units, of which condensed sales volume was 143,000 units. , a year-on-year increase of 68%. There is still a monitoring of the industry online. From January to June 2018, the total sales volume of gas fireplaces was 1.048 million units, down 6.3% year-on-year, mainly due to the weak engineering market, and many coal-to-gas projects have slowed down. However, the growth of the retail market is still long-lasting, achieving a growth rate of 26.2%. In addition, the condensing furnace type wall-hung boiler maintained a steady growth of 12.8% in the first half of 2018. According to the analysis of large materials, there are two kinds of strengths behind it. One is that the traditional gas fireplaces are replaced by condensing ones. The other is the addition of engineering and retail customers, such as the awareness of heating in the South, which has the potential to drive the consumption of condensing fireplaces.
Smart home has more imagination. China Industrial Information Network has a smart home penetration rate. In 2016, North America was 5.33%, Europe 0.61%, Germany 1.21%, and UK 1.02%. Japan is 1.29%, Sweden is 1.3%, Norway is 1.2%, and China is likely to be 0.1%. It is expected that by 2020, the penetration rate in North America may increase to 17.23%. Although China started late, it is very fast. There are many companies engaged in this field, including some technology giants, which are also increasing their investment. The space for the future is very large. After all, smart homes can bring a good experience, and the popularity in the country is worth looking forward to. However, several prerequisites are needed. First, the price will drop and most people can afford it. Second, the technology is mature, the quality is stable, and the safety of use is ensured; the third is to become a consumer trend and hotspot.
The whole bathroom is also a very worthy market. According to the research of large materials, it probably came to Japan in the 1960s and was introduced to the country in the 1990s. According to an analysis by GF Securities Research and Research, in 2014, the market penetration rate of self-contained sanitary ware in China was only 0.15%, corresponding to a market space of about 1.2 billion yuan. Japan’s self-contained bathroom penetration rate is relatively high, a saying that the penetration rate is more than 90%, TOTO has an announcement that as of March 2018, their home’s installed bathroom has sold more than 10 million sets. Putting it into the country, even if it is calculated according to the penetration rate of the bathroom market of 10%, the scale is still 100 billion. If a company achieves the level of TOTO, it will not be worse than Wrigley, Huida and Jiu Mu.
Finally, look at the market situation of water-based paints. According to reports in 2016, the penetration rate of water-based paints in developed countries in Europe and America is as high as 60%. In the case of architectural coatings, water-based paints account for 93% in Germany and 60% in Norway. The water-based industrial coatings are also very obvious, accounting for about 40%. A research institute called CHEM gave a description of the European coating product category, which mentioned that in 2017, the proportion of waterborne coatings in Europe was 50%, that of solvent coatings was 39%, and the proportion of powder coatings was6%, solvent-free coatings accounted for 5%. Referring to the information of the coating industry, in 2017, Japan’s solvent-based coatings accounted for 34.7%, water-based coatings accounted for 25.9%, and solvent-free coatings accounted for 5.84%. From the domestic situation, by 2016, water-based industrial paints accounted for about 10%; in 2014, water-based wood coatings accounted for less than 5%. According to reports in 2016, the popularity of water paint in Beijing has reached more than 20%. The policy is to promote the popularization of water-based paints. At the same time, the entire industry is accelerating the research and production of water-based paints. In the first half of 2017 alone, the proportion of water-paints in the coatings industry under construction, commissioning and construction projects exceeded 70%. It is predicted that by 2022, water-based paints may account for more than 50% of the domestic market, and the current pattern of coating competition will undergo tremendous changes.
In the above-mentioned home market where the growth space is still huge, many large companies have already laid out, such as Chenyang, Sanshu, Jiren Gaoxin and other companies in the water paint market; Seagull live , Keyi, squatter and other companies bet on the whole bathroom. From the perspective of 200 companies that focus on large-scale research, about 80% of listed home furnishing companies have the ability to seize opportunities in industries with large growth opportunities. After all, they have already placed heavy gold and have acquired technology, products and marketing. A certain score. So, for small and medium-sized companies, is there any chance to take advantage of the situation? Or is there a new opportunity to cut in so that you can get some benefits in the growth of the industry? According to the large-scale research, there must be some, but it is necessary to take the differentiated route, and distinguish it from the top 5 and even the top 10. Even if it is a small and beautiful brand with characteristics, it is possible to break through. Find your position. After all, there are still so many opportunities for market growth. If you are there, it depends on how you grab it. There are two market opportunities with the most business opportunities, one is to take the high-end route, high quality, high-grade; the other is the popular product with the main price and affordable.
(provided by Shenyang Building Materials Network) <
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