In 2018, the decoration industry experienced a series of “black swan” events, so that the fiery capital will instantly ebb. Under the influence of fine decoration, how will the future decoration industry develop, how should the decoration company practice its internal strength and survive in this violent market? Down? This article gives a few suggestions. The news of the renovation circle running and closing down has the greatest impact. There are always some companies that were not weak, even got one or two rounds of investment, or experienced players who have experienced ten years of wind and rain, and have not been able to continue.
The price war has been very thin after one round after another. In order to grab customers, we will not hesitate to make a rebate. The decoration of 10 million yuan will be returned in 10 years, or a certain percentage will be returned every month. The customer is robbed. The problem is that the more such a list is signed, the greater the risk of thunder. What do you want to return?
Some decoration companies choose to cooperate with the decoration platform in order to receive orders. The idea is correct. Open the Internet to gain customers and increase the network sales ability. But the problem is also that the ratio of the cost of the customer to the commission is set high, and they dare to eat it. As a result, the construction will have problems. Not only is the word of mouth smashed, but the latter paragraph may not be recovered.
The impact of the finished house is very large, resulting in a lot of new home decoration has been squeezed. The key is that the future pressure is still very large, the mental pressure, the anxiety of the future, after all, one after another, the city has repeatedly thrown out the hardcover room schedule. Even if the phenomenon of rights protection is not diminished, no signs of policy delays are seen.
So, is there no chance for the decoration industry? Can’t you go on? No, according to the observation of Da Deng, Lao Deng, there should be several outlets to dig.
One is to seize the opportunity of consumption upgrades. The middle class that pursues the value of home is more than before. After all, the base of middle-income families is there. Quality design is an opportunity, depending on whether your brand can do this, whether there is a relatively high level of designers and construction teams.
The second is the transformation of old communities, many of which are government subsidies. It does not pursue how beautiful and does not need to consider grades. The key is durability and cheapness. Some large chain brands may not be willing to participate. Local decoration companies with cost-effective routes and strong construction capabilities have provided opportunities.
Third, smart homes may spawn new ways of decoration, that is, some families may deploy a complete smart home solution. How does the decoration company cut in specifically, and there will be decomposition later.
The fourth is that there will be a round of growth opportunities for soft-packing. Based on the soft-packing scheme of the finished house, the furniture mix, home decoration, curtains, green plants, etc. will be taken together to form a scene and atmosphere creation plan. This is mainly for the high-end circle.
Five is that the local decoration market may be expanded. After all, the quality of finished decoration is generally poor. Imagine that it used to be a one-on-one decoration form, and the quality is problematic, let alone the present. Batch renovation. Some families will ask some bureaus to improve the decorative effect of the finished house.
Six is the reloading of the stock room, the market space is very large, this is not an explosive growth, but a form of release, as long as the scale of second-hand housing transactions has a certain amount, bring the decoration Business will not be bad.
Don’t be too scared about the finished house. Look at it. Beijing, Shanghai, Guangzhou and Shenzhen have long been implementing finished houses, cities with very high proportions, and a lot of well-preserved decoration companies.
Da materials research believes that cutting into the hardcover market, making friends with real estate companies, getting the developer’s decoration orders, there are opportunities, but it is not suitable Most renovation companies. After all, developers have a lot of thresholds, as well as the account period, even if they get a list, the funds are not strong, may be dragged to death. Some people may be confused. If you want to get the developer’s decoration order, there is no strong relationship, a certain size, it should be impossible? Now the developers have fixed decoration suppliers, right?
The research of large materials believes that the worry is justified, but the situation is not so bad, the pits of the hardcover room are not yet full. Even in some cities where the policy is very fast, the proportion of hardcover houses delivered is over 70%, and there are still many decoration companies that are not bad. For those cities with a delivery ratio of only 30% or 50%, the proportion of finished products will gradually increase, and will be closer to 100%. The newly added hardcover business will actually leave room for the decoration company. As long as you can meet the requirements of real estate big brothers in terms of batch construction, quality assurance, price and billing period, you can completely enter the army.
Some people think that the hardcover room is coming, the decoration company can’t live, but it’s not. Beijing and Shanghai have been promoting finished products very early, and the delivery ratio is very high, but many of the decoration companies that have done a lot of work are in these two places. There are two key factors, the scale of the renovation of the old houses of the second-hand houses is relatively large; the number of finished houses is demolished and rebuilt.
At least in the provincial capitals and economically developed prefecture-level markets, after the delivery of finished houses, there may be many owners who have reinstalled heavy equipment, especially those with higher disposable income.
The finished room was delivered. In fact, it only made the wall cabinet bathroom. Many of the personalized styles we want are definitely not available. The effect is very good. single. The large-scale research predicts that the demand for soft-packing will increase significantly in the future, and the finished house will be rough, with the furniture and soft clothes on the back. For example, in the current situation, cities with high proportion of finished product delivery, Beijing, Shanghai, Shenzhen, etc., have formed three soft-install exhibitions. This is a signal indicating that the local demand is large.
If the recognition of smart homes is higher, the decoration company can cut into the design and construction of the smart home whole house plan, without losing a market with broad imagination. The finished product room now, with wisdomIt can be touched, but the video intercom is installed, which is a hundred thousand miles away from our ideal smart home. And smart homes are not what developers can do, but they have to be entrusted to professional companies.
What can a decoration company do? Cooperate with smart home hardware company to launch a full house smart home, to achieve a full set of intelligent lighting, security, audio and video entertainment, door locks, sleep, curtains, home appliances, voice, health and so on. The large-scale research has noticed that there is a company in the smart home market, which is specially designed and constructed. For example, Rococo, which was founded by the design company, has this business. Ou Ruibo’s positioning is “full house intelligent control system”, a complete package. Chengdu’s smart, Langhua intelligence; Shenzhen’s Yunhai IOT, etc., is not a traditional decoration company, but specifically to install smart hardware at home.
However, this business can be done by the decoration company in the future, and it is more appropriate to do it with the overall design and construction of the room.
How many stocks in the country? The large-scale research has inquired a lot of information, and the conclusions are different, but most of them think that more than 200 million sets.
The data given by CICC is that it is estimated that China’s urban housing stock reached 274 million units at the end of 2017, corresponding to a stock area of 26.1 billion square meters, and 1.13 sets of housing per household.
The Evergrande Institute has also calculated that it is 303 million sets of urban housing in China in 2017, with a housing area of 26.7 billion square meters and an average of 1.11 units per household.
The stock room is in the second and third times, and the opportunity for N decoration is just around the corner, except that the release process of the decoration demand is fast and slow.
Large and medium-sized cities with high urbanization rates, the demand is enough to support several decoration companies to survive, but the requirements of the owners are relatively high, the difficulty of taking orders will increase, and the sales model will change.
Second-hand housing transactions are relatively straightforward to the decoration. In most cases, even if you buy a renovated house, the new buyer will be renovated.
The research of Dacai noted that the situation in 2018 was not very satisfactory. The Yiju Real Estate Research Institute issued a report some time ago. In 2018, including Beijing, Shenzhen, Hangzhou, Chengdu, Qingdao, etc. Among the 10 monitored cities, the volume of second-hand housing transactions was 660,000, a decrease of 14% compared with last year.
Some cities have fallen more fiercely, and some cities are still growing. You can focus on it. If you want to do second-hand housing renovation, you should naturally focus on trading volume. The volume of transactions is relatively large, and the number of renovation orders brought by the cities that are still growing is definitely large.
Even if the finished product is delivered 100%, the scale of the decoration market is still very large, but the money is not as good as it used to be. Some companies are small in scale, but the construction is solid, the word-of-mouth is doing very well, the proportion of referrals is high, the cost of obtaining passengers is also reduced, and there is no shortage of orders, and the days are rich. Such a company can gain a place in the case of a decline in orders in the decoration retail market.
The former decoration company is actually a sales company. Whoever has strong sales ability, whoever is likely to be the boss. A real estate delivery, sales ability is often tens of dozens or even hundreds of orders, and this kind of good things are less and less. Because the main battlefield will be transferred to the battlefield of hardcover renovation and old house renovation, the owners have a long decision-making time. In this decision-making time, they will compare and understand more.
Da materials research believes that the decoration company that can survive in the future competition must become a company that specializes in decoration and operation, and must also do the following four points:
First: on the basis of the hardcover room, the corresponding lifting plan is formed, which can make the owner shine brightly and help control the cost. Secondly, can improve the construction efficiency, and the quality is good, control The frequency of occurrence of quality defects; third: high management efficiency, using Internet tools to manage projects; Fourth: in the procurement, operation, construction and other aspects of the materials, the cost can be reduced.
(provided by Shenyang Building Materials Network) <
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