Low-end floor market or welcome recovery

In the face of the problem of the general housing difficulties of the people in the country, the national government has always attached great importance to it and has solved the housing problem of the people through various policy controls such as the new nation’s five guarantee rooms and economic houses. Continued intensification of urbanization will also accelerate the process of urbanization of rural population. The successive rise of new towns will also bring some relief to housing pressure in most mainstream cities. At the same time, such policies will also have a direct or indirect impact on the flooring industry.

Safeguarding Housing Policy - In 2014, the low-end floor market will usher in a resurgence of affordable housing. It refers to the government’s limited standard, limited-price or rent-provided housing for low-income housing families. Generally speaking, low-rent housing is affordable. Housing and policy-based rental housing. Since the beginning of the “Twelfth Five-Year Plan” deployment, China has made great efforts to strengthen the construction of affordable housing and has formulated a grand plan for 36 million new housing units to further improve the living conditions of the people.

In 2013, the country plans to newly start 6.3 million sets of urban security housing projects and 4.7 million basic construction projects. In 2014, the national security housing will be expected to start more than 6 million sets. Even if the average area of ​​these affordable housing is calculated at 50m2, the total area of ​​affordable housing to be built in 2014 will also exceed 300 million square meters. The potential ground decoration market is equivalent to the total annual production and sales volume of the China flooring industry in 2012. For 2014, For the flooring industry in the year, it is self-evident what this number means in a market.

However, due to the economic conditions of affordable housing consumers, it is unrealistic for mid to high-end flooring products to enter this market. However, relatively inexpensive mid-to-high-end products with high performance-to-price ratio will be the mainstream of this market. At the same time, the protection of housing construction in different regions is also different. The first-tier cities are the most tense due to housing problems, and the number of social housing projects is also the highest. Taking Beijing as an example, the number of affordable housing projects completed in 2014 will reach 100,000 units. Affected by the living culture and atmosphere in these areas, the possibility of the flooring industry entering the area to protect the housing market will be even higher.

With the further strengthening of the national security housing construction policy, the low-end market in the flooring industry will usher in a warm recovery. The millions of affordable housing markets will be the key growth point for the flooring industry in 2014.

The promotion of hardcover houses – hardcover projects boosted the effectiveness of flooring companies In 2013, the relevant state agencies issued a notice to implement mandatory regulations in some large cities, prohibiting the construction of embryo houses, and adopting a unified plan to enable the formation of housing. A design pattern of design. The announcement of this notice has greatly promoted the construction of the hardcover house in the housing industry. At the same time, with the gradual rejuvenation of the purchasing population, the advantages of saving time and labor for hardcover houses are also favored by more and more consumers. The popularity of hardcover rooms has also brought great opportunities for the development of flooring companies.

In recent years, it is not a “new thing” that floor companies join hands with real estate companies to carry out hardcover projects. Compared with traditional retail channels, the hardcover projects of real estate companies not only have a huge amount of business, but also have great improvement in efficiency. For some large-scale hardcover projects, even a target sales volume can be comparable to changing brands for quite a long time in the local area. The total retail sales.

It is reported that in the 2013 spring fair in Chongqing, the number of sets of hard-copy rooms in the four-day period increased by 231.43% year-on-year. The potential of hardcover houses in major cities is evident. Cities at all levels in China will also gradually promote the construction of hardcover houses. Some experts predict that: In the next few years, the market share of hardcover houses will show an “explosive” increase.

Although it is known that hardcover houses are a “cake”, in recent years, only some floor companies have been able to successfully get involved. The reason for this is the imbalance between supply and demand. The imbalance between supply and demand makes the competition of flooring companies in hardcover rooms unprecedentedly fierce, and it also makes floor companies lack the right to speak in cooperation, and is easily squeezed by real estate companies. However, as the country promotes the use of hardcover houses, the relationship between supply and demand will gradually improve and balance. In 2014, it will become the turning point for flooring companies in hardcover projects.

Urbanization: Urbanization Accelerates Floor Consumption According to the statistics of the National Bureau of Statistics, among the 1.3 billion people in China, the rural population accounts for 50.32% of the national total. With the implementation of our country’s urbanization and new rural construction policies, the rural population, which is as high as 50.32%, will have a large part of the transition from rural to urbanization. The housing market driven by housing changes is huge, and it is difficult to Accurately estimate.

The "Twelfth Five-Year Plan" is a crucial period for the development of urbanization in China. It is clearly stated in the plan that the level of urbanization during the "12th Five-Year Plan" period will reach and exceed 50%. In 2014, it was the year in which the “Twelfth Five-Year Plan” was implemented. It was also a year for the building materials home industry to seek market breakthroughs.

At this stage, there are no shortages of visionary companies in the flooring industry that have already put the urban market into strategic deployment. The top brands of the Chinese flooring industry put forward the “four-level market” strategy at the 2013 Shanghai Floor Show. It is clearly stated that in the ten years to be completed in 2014 and beyond, there will be 3,000 stores in St. Vincent Township. In addition to the big brands headed by icons, many second- and third-tier flooring brands have begun to regard the urban area as a breakthrough brand. In the urban areas that still use the popularization and cost-effectiveness as the main trend of consumption, the competitive advantages of second- and third-tier floor brands are relatively prominent. From this point of view, whether it is to occupy the market or break through the brand for the purpose of 2014, the urbanization market, are likely to become a new battleground for many floor companies.

In the era of policy, if you rely on any capacity in any industry, the national policy will have the absolute power to influence its development. In 2014, under the guidance of various policies and plans for national security housing and hardcover room lighting, a broad market is opening to the flooring industry.

At the same time, the vast market also means more intense competition. For many floor companies, if they want to make progress in 2014, a year full of opportunities and challenges, they must make preparations and accumulate strength to meet the upcoming The policy era!