Real estate regulation and upgrade
When many people are still immersed in the joy of the New Year, China's real estate industry ushered in its Nth regulation. This regulation seems to be more severe than the previous regulation, which has caused many real estate industry people to panic. For homes in downstream industries, this does not seem like good news.
Restriction of purchase order
On January 26, the State Council executive meeting once again launched eight real estate market regulation measures (referred to as "new country eight"). The new policy not only requires the construction of affordable housing projects to be strengthened and related tax policies to be adjusted and improved, but also requires municipalities and cities with excessively high housing prices and rapid price increases to take measures to limit purchases. "In principle, for households with local registration who already have one set of housing, and non-local registration households who can provide a local tax payment certificate or social insurance payment certificate for a certain period of time, the purchase of one set of housing is limited; for local household registration that already has two or more housing Resident households, non-local households with one or more housing units, and non-local households who cannot provide local tax payment certificates or social insurance payment certificates for a certain period of time shall suspend the sale of houses to them within the administrative area. " Immediately refresh the "most stringent" record of real estate regulation. On February 16, Beijing issued 15 detailed rules on property market regulation. Foreigners must provide five-year tax payment certificates when purchasing a house. If these strict purchase restrictions are implemented, some organizations predict that the Beijing market will reduce purchasing power by 20%.
Guaranteed housing becomes mainstream
While strictly controlling the purchase of commercial housing, the New Deal also requires localities to strictly control the supply of housing land: "Affordable housing, shantytown renovation housing, and small and medium-sized ordinary commercial housing land are not less than 70% of the total supply of housing construction land."
According to recent media reports, the Beijing Municipal Bureau of Land and Resources said, "In 2011, Beijing will ensure that the construction of affordable housing accounts for more than 50% of the supply of residential land. The land is not less than 70% of the total supply of residential land, ensuring that this year's new construction and the purchase of 200,000 units of affordable housing land supply. "This means that the affordable housing will become the mainstream product in the real estate market in 2011.
â– Influence and countermeasures
The real estate regulation is getting tougher, which undoubtedly gives some homebuyers who had previously imagined that the real estate regulation will end and the market will improve. However, the impact of continuous regulation on the home furnishing industry is divergent: some people are optimistic, after all, it is beneficial to the market in the long run; some people are ecstatic, because the number of security houses has increased, and the total market has not declined; More people are thinking about how to make themselves stronger in this gentle industry reshuffle ...
[Keywords: Struggle]
Good life is not easy
Chen Huidong President of Yirisheng Group
After more than half a year of real estate regulation and control, this regulation has worsened the Beijing market and will spread to many cities across the country. Overall, this year's performance expectations may be reduced, but we still have to continue our efforts and expect to rise against the market. Despite such strict regulation, the property market will not undergo qualitative changes, and real estate developers should be able to survive it. From the perspective of the home improvement industry, the diversification of consumption and the level of consumption, coupled with the variety of marketing methods of home improvement companies, home improvement companies of all grades will be selected, so even if the market is compressed and the business volume is reduced, the home furnishing industry is not There will be a big shuffle, it is not easy to live a good life, and it is not too difficult to live alive. But if you stay in this state for a long time, it will only result in the stronger being stronger. In addition, because the supply and transactions of commercial housing are controlled, the large number of affordable housing entering the market will lead to a more distinct level of consumption, which will also promote the distinctive characteristics of home improvement companies, such as home improvement companies that focus on commercial housing and home improvement companies that focus on security housing. In this context, home improvement companies need greater differentiation, so that consumers can distinguish clearly at a glance. For Dongyi, the improvement and deepening of the level of specialization and industrialization is the goal of our efforts in 2011.
[Keywords: calm]
The industry pattern may change
Sun Wei Shichuang Group President
From the stringent real estate regulation in April last year to the more stringent real estate regulation now, I don't think it's much of a concern, it's quite calm. Because the correlation between real estate and the home improvement industry is not too high, I personally think that it does not exceed 40%. What's more, in this round of regulation, although the purchase of commercial housing has been restricted, the amount of affordable housing has increased, and the disappeared part has been replaced, and the total market has not changed. In this context, due to the different products provided by real estate, and high-end real estate tends to provide fine decoration, enterprises that originally positioned high-end and are unwilling to get involved in the decoration of affordable housing will be significantly affected. For companies that are already positioning mid- to low-end companies, these controls are at least harmless. However, the industry will still carry out shuffling within a controllable range. Although there will be no big brand companies out of the market, some changes in the pattern may occur. Some companies will adjust the scale appropriately and change the existing industry pattern. status.
In addition, the trend of the home improvement industry is more related to the macroeconomic index and the prosperity index of some industries that improve the quality of life. As long as the macroeconomic outlook is good, people are willing to consume, and there are too many second-hand houses waiting for decoration. There is no need to worry about the sky. . From the data of January and February this year, the market of Kaichun will still be relatively hot.
[Keywords: little effect]
Positioning mid- to high-end companies most affected
Cai Ming Kebao Boloni Group President
This regulation started in April last year. I was quite optimistic about the first two times. I think house prices can be adjusted down, but now I am not sure. I have carefully analyzed that the impact of this regulation on the home furnishing industry is actually not too great. This regulation mainly restricts the consumers of commercial housing, and the number of affordable housing has increased significantly, which means positioning high-end and low-end companies. There is food, and companies that target mid- to high-end are more uncomfortable.
[Keywords: increased competition]
The industry becomes high-speed and stable
Chairman of Wen Shiquan Yifeng Furniture Group
In fact, the previous furniture industry has been in a stage of extensive and rapid development, and companies do not pay much attention to factors such as product quality indicators. The regulation that has continued since April last year has actually slowed down the entire furniture industry. When the overall market environment is getting colder and the demand for high-end, low-end products is reduced, it turns out that everyone's courage to buy products will not exist. You can choose carefully, compare products on the market, make rational choices, and product competition is fiercer. Only companies that provide better products and services can win these competitions. Yifeng will make more efforts in product quality, design level and after-sales service to provide consumers with more high-quality products.
[Keywords: Survival]
The first half was difficult
Zhong Hongwen Rui Yuanjia and Chairman
Although real estate regulation is good for the home furnishing industry in the long run, in the past six months, regulation still has a deep blow to furniture and building materials. Judging from the current feeling, there is very little customer traffic, and customers' willingness to buy is not high. It is expected that competition in the market will be fierce. Only companies that work harder to provide better products can survive. However, due to the improvement of the macro economy, the improvement of the international economy and the clear effect of the real estate policy, the second half will be slightly better. For enterprises, it is relatively common to withdraw stores or reduce the store area in the past six months to preserve the strength.
[Keywords: optimism]
Mid-range products are more popular
Zhao Ruihai President of Qumei Furniture Group
The real estate industry is an upstream industry, which naturally has a certain impact on the furniture industry. I think the correlation is around 40% -50%. Judging from the existing market, the real estate regulation restricts commercial housing, and a large increase in security housing, which will lead to certain changes in consumer demand. Some high-end products cannot be docked. Relatively mid-range brands that can provide better products and services may more popular. In terms of industry supply and demand, the industry has been in a stage of rapid growth in the past few years, but the size of the company's monomer is relatively small, and due to China's multi-level and multi-level consumer demand, all levels of products are consumed by people, and are not greatly affected by the market. After so many years of development, the industry itself has reached an inflection point of development, and some enterprises will be eliminated through competition, resulting in a relatively mild industry reshuffle.
However, I think China's economy will continue to develop at a high speed in the next 15-20 years, and in the long run, the purpose of real estate regulation is to curb investment. If the investment demand of the property market can be squeezed out, it will be extremely beneficial to the industry , So although the regulation is very strict, it will be a little uncomfortable, but overall I am quite optimistic.
At this stage, providing distinctive products and services, seizing market dynamics, opening up new sales models and channels, and providing product design and R & D capabilities are what companies should do.
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