Hardcover Era: A Bright Future For Home Textile Enterprises

As early as many years ago, the general office of the State Council forwarded the notice issued by the Ministry of construction and other departments on promoting the modernization of housing industry and improving the quality of residential buildings.

Subsequently, the Ministry of housing and urban and rural construction, issued by the Ministry of housing and urban and rural construction in a guide to the implementation of the decoration of commodity housing, pointed out that the fundamental purpose of the implementation of the decoration is to gradually cancel the blank room, directly provide the consumer with complete finished house of finished decoration, and standardize the decoration market to make the house decoration production from disorderly to orderly.

The government of Beijing and Shanghai stipulates that the blank Housing will be abolished in 2005.

Unfortunately, until now, this policy has not yet been fully implemented.

However, with the introduction of the high pressure policies such as the purchase price limit and other real estate policies, as the first pilot city for the reform and development of housing industrialization in China, the Shenzhen municipal government announced the abolition of the rough housing and the sale of residential buildings to achieve 100% one-time decoration. This indicates that the era of fine decoration housing will be fully opened.

New business opportunities for hardcover lines

The current state regulation and control of the real estate market directly reduces the sales quotas of home textiles, and the pilot and promotion of hardcover housing will greatly change the situation. Even if the property is not sold to the owners of the terminal in large scale, the household textile products needed for home use will also be widely used. Therefore, the cooperation between home textile enterprises and real estate developers will bring fresh blood to the development of the home textile industry.

The construction of hardcover housing conforms to the national policy of energy conservation and emission reduction, which saves consumers a lot of trouble.

Home textile enterprises can participate in hardcover housing projects.

Zhou Yanqun, chairman of Zhejiang British home textile company, said that the promotion of hardcover room is a good thing for the development of home textile industry, and will not impact on terminal distributors. Dealers should also take a rational view.

Enterprises can operate in a variety of ways. Home textile enterprises should treat dealers as part of brands and enterprises, such as dealers as a business department or internal business managers.

Only enterprises regard dealers as an inseparable part of enterprises, sharing interests.

In terms of the current market situation, the price of the hardbound repair room is higher than that of the ordinary rough housing, but if the hardcover housing provided by the developers is the same brand and material as the buyers, the price of the collectivization of the developers will definitely lower than the owner's own decoration, and the decoration of the high grade housing is generally expensive. The developers can add the cost of the decoration to the house price, and the buyers can solve the financial pressure brought by the huge decoration cost through mortgage. Therefore, from the perspective of saving money, buying hardcover houses is more cost-effective.

Therefore, the emergence of hardbound housing is a win-win situation for developers, home textile enterprises and owners of the three parties.

Sales in the doldrums

But at the same time, there is another voice. "The emergence and promotion of hardcover housing can not fundamentally solve the overall downturn of the home textile industry, and a large number of small and medium-sized home textile enterprises without brand appeal can not really enter the field."

Lu Weizu, chairman of Shanghai Bao Mo home textile company, expressed concern about this.

At present, the real estate developers are very cautious in choosing the supplier of building materials. The introduction of the hardcover repair house means that developers will bring more considerate and meticulous service to the owners. Therefore, in the choice of home textile products, developers tend to favor the enterprises with good product quality, high service consciousness and good market reputation. Under such circumstances, even if the state expands the hardcover housing pilot cities or implements the hardcover housing projects nationwide, the small and medium sized and non brand enterprises in the home textile industry will not be able to profit from the shortage of product quality, enterprise strength, supply capability and after-sales service.

Compared with other channels, the profit margins of home textile enterprises in the field of hardbound housing are lower than those of other channels, but the profits that originally did not form a brand were low, and their competitiveness in this field was deficient. If they weakened their profits, they would not survive.

Lu Weizu said that the competitiveness of small and medium sized or non brand textile enterprises in the hardcover room is very small. Therefore, although the promotion of hardcover housing can greatly promote the development of home textile industry, this promotion can only be partial, and a large number of home textile enterprises still can not enjoy the reform achievements in this field.

Therefore, the home textile procurement in the hardcover housing field will also be dominated by several well-known brands in the home textile industry in the future. Strictly speaking, the implementation of the national hardcover housing pilot policy will be very limited for the overall competitiveness of the home textile industry.

But in general, after the introduction and launch of the hardcover housing policy, the home textile and textile enterprises regard it as the "new world" for the channel construction and expansion, and the giants in related fields have announced that they want to enter the field of hardcover housing. For a while, the home textile enterprises that have already been involved in this field are faced with competition from their peers. The entry of enterprises such as home building materials and other industries will also aggravate the tension in the field.

Therefore, under the premise of superiority, how to dig deeper into the market of hardcover housing, constantly upgrade product quality, grade and color, and strengthen the stylization and individuation of home decoration design will become the key to enlarge and strengthen the channel of home textile industry in the future.