In the 2013 government work report, it was clearly stated that the expansion of household consumption should increase the consumption capacity, stabilize consumption expectations, increase consumer willingness, improve the consumption environment, and continuously increase the driving force of consumption for economic growth.
Not long ago, the new five articles were released. In the case of a rebound in housing prices, the State Council introduced a new policy. Red Star Macalline believes that the macro environment and national policies have brought many good news to the home furnishing industry, such as urbanization and national five, which also create for enterprises and industries. With good external development opportunities, Red Star Macalline Chairman Che Jianxin was optimistic that the growth of the home furnishing industry in 2013 will reach 10% in the press conference of â€œGathering Business â€“ Creating China's Lowest Price in 2 Daysâ€.
The macro and mesoscopic environment are improving
Che Jianxin believes that the continuous development of China's economy and the expansion of domestic demand will benefit the long-term home furnishing industry. Specifically, from 2010 to 2012, the total retail consumption of consumer goods will increase from 15.7 trillion yuan to 20.7 trillion yuan, and domestic demand will drive China's strong economic growth. At the same time, it also created a good external consumption environment for the home industry. Che Jianxin believes that the improved demand in 2013 is also worth looking forward to. The average home is replaced in 7-8 years, which means that consumers who bought houses in 2005 and around 2006 may change furniture this year. This part of the consumer demand will be given to 2013. The annual home market consumption has brought new growth.
Recently, Red Star Macalline announced the sales performance of â€œ2 daysâ€, and the total sales of more than 100 shopping malls across the country exceeded 2 billion yuan. This refreshed the two-day merchant sales record since the establishment of Red Star Macalline. At the same time, it also responded to the call of the two industries to â€œexpand domestic demand and excellent people's livelihoodâ€.
First-tier cities "popular", second- and third-tier cities "surge"
According to the statistics of Red Star Macalline, during the "2 days" period, the major shopping malls in the first-tier cities of the country ushered in a general trend. The total sales of merchants in the Beijing area exceeded 170 million yuan, and the Shanghai area exceeded 100 million yuan. While first- and second-tier cities maintained steady growth, the performance of second- and third-tier cities showed a â€œsurgeâ€ trend. Second- and third-tier cities such as Datong, Shenyang, Dalian, and Taizhou have achieved significant growth compared with the same period of last year. In particular, the sales of merchants in Datong Mall in Shanxi have increased by 35 times. In addition, the total sales of single-day merchants in the Hefei Government District shopping mall exceeded 30 million yuan, becoming the â€œchampionâ€ of the national mall sales on the 23rd.
Red Star Macalline Shanghai Zhenbei Mall clerk said: "We opened the door at 9:00 in the morning. Many consumers have already drove at 8 o'clock. By 11 o'clock, more than 1,400 free parking spaces on the ground have stopped. To be full, some consumers who can't find a parking space can only park their cars in other parking lots and walk around to buy them."
It is understood that the Red Star Macalline Mall, the biggest highlight of the event, combined with the top 100 brands and factories to make the bottom price, and the promotional products based on the lowest transaction price in the past 6 months and the next 3 months. Achieve a substantial profit.
â€œI have consulted the staff of the mall before, and today I am coming to the explosion mattress of Mousse.â€ A consumer in the West Fourth Ring store of Red Star Macalline said. The person in charge of the mattress of Mousse said: "I didn't expect the effect to be so good. The explosions we prepared were ordered in a few minutes."
The macro-middle-view environment is improving, and enterprises are â€œbuilding festivalsâ€ to expand domestic demand.
According to industry experience, although household consumption is a large consumption, but the sales of more than 2 billion yuan in 2 days of merchants are still very rare, so it can also reflect the consumer's pursuit of this promotion. The industry believes that the reason why Red Star Macalline can make 2 billion yuan of home consumption myths in 2 days is inseparable from the macro background and the medium-sized environment.
First of all, the continued development of China's economy and the expansion of domestic demand policies are conducive to boosting consumer confidence. Second, the national urbanization policy has brought many benefits to the home furnishing industry. In addition, the data shows that the sales area of â€‹â€‹commercial housing in 65 major cities increased by 34.2% in 2012 compared with the previous year, which will lead to a large increase in the renovation of new homes in 2013. Generally speaking, household consumption is 1 to 1 year and a half after real estate transactions, which means that the large growth of real estate transactions in 2012 will lead to a big increase in the renovation of new homes in 2013. The renewal cycle of home furnishing products is 7-8 years, and the demand for new home renovation and the outbreak of improved demand will bring new development opportunities for the home furnishing industry.
In a good external development environment, Red Star Macalline has a two-day promotion at this time, but the factors of â€œland and peopleâ€ cannot be ignored. On the one hand, Red Star Macalline has considerable appeal in the industry, and has aggregated more than 100 first-line home building materials brands nationwide to form a scale effect. On the other hand, multi-party joint profits, consumers can use the civilian price to buy quality home products, and guide consumers to upgrade from low-end home to quality home, and manufacturers through the "cutting meat" let profit and dilute profits drove a substantial increase in sales, can be described as multi-party A win-win situation.
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