This year's property market "cold wind" blowing cool lamps market
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Affected by the regulation of the real estate market, the lighting and building materials market, which should have been in the peak season of sales, has recently been deserted. For building materials sellers, while the turnover has decreased, the rent, freight, and cost of goods have increased a lot. However, under the current market conditions, building materials companies are not willing to raise prices. Some manufacturers have increased the factory price, and if the retail price is also raised, it will only reduce the number of customers. In order to attract customers, merchants can only give lower discounts. This is also the only way for sellers to reduce their business risk in a bear market.
Regulations require foreigners to provide housing for more than one year of local tax payment or social security, otherwise they cannot be loaned. This new regulation is like a forbidden line on the road, which blocks the way for foreigners to buy a house in Jiaxing. The number of people buying a house is small, and the number of people who decorate it is naturally less.
Relative to furniture, flooring, cabinets and other large-scale household items, lamps have been classified as fast-moving household goods because of their small value. The degree of correlation and influence of real estate regulation is far less than that of the former. Despite this, the Shilihe Lighting City, which is the brand lighting store in Beijing, is still precautionary. After a thorough investigation of the merchant's mentality and sales, it also draws the same view as Yifeng Furniture. In the case that the big environment has been fixed, as an enterprise individual, instead of looking forward to change, it is better to put more thoughts into the internal construction of the enterprise and ensure that every customer who comes to the door can be seized. A person in charge said.
In the past, when customers entered the store, they looked at the lights in their eyes. For the favorite styles, I would like to sit down with you and talk about the price. But the price is different, but now the customer will go directly to the store and ask, what specials? Lamps, even if they are fancy, will not hesitate to give up if they are expensive. The 180-degree change of the customer makes the boss feel guilty and feels helpless.
Since the regulation of the property market since last year, it is now forming a conduction effect on the upstream and downstream of the real estate industry. The fire in the gates of the first-floor property market has obviously caught up with the fish in the home decoration industry. The current sales are not as good as the financial crisis of 2008. We are selling regardless of the price and profit, but if the regulation continues, I don’t know how long it will last.
A boss started to enter the lighting industry seven or eight years ago. Although there were not many types of lamps that customers could choose at the time, the lighting of the room was mainly considered. It was rarely used for home decoration, but because the market just started, The profit margin is also relatively large. This situation lasted until 2007, and as more and more people engaged in the lighting industry, like other industries, there has been a lot of competition. In the past, only you have a good customer relationship, you can open a lighting store for 200,000,000, but now, except for the one million fund threshold, you have to consider the layout of the overall store, choose what style of lighting to sell. And which suppliers, the market is gradually subdivided, and the professionalism is getting stronger.
At present, compared with the intensification of competition in the industry, a boss is more concerned about the impact of property market regulation on lighting sales. The rising house prices, the rising cost of loans, and the increasing expenditures on customers' purchases are naturally reduced. The budget for home decoration such as lamps is less. In the past, customers were willing to spend 10,000 yuan to buy a room decoration style. Lighting, now only willing to spend 5,000 yuan, and even after customers enter the store, they decided not to buy a turn, as long as there is incandescent lighting, do not want to spend too much. When the market is good, although there will be cases where the price of the customer is gone, the customer will go away, but in a few days, the customer will come again and pick up the lamps that were previously seen. In the past, the price gave way to the style, but now it is reversed, there is no room for negotiation. And compared to before, the traffic has dropped a lot.
In addition to reducing the lighting purchase budget for individual customers, the purchasing power of large customers like developers is also declining.
At the same time, in addition to increased industry competition and weak sales, inflation is also constantly putting pressure on the lighting industry. Raw materials and labor costs, including prices, are rising, and we are also squeezing our profits. We have dropped from 20 in the previous two years to less than 10 now. At the beginning of this year, we also lost two consecutive months, and sales were still better than Not at the 2008 financial crisis, it fell by 30-40. In the past, the store needed to make up three or four times a day. It is once a day or two days. However, a boss is still slightly gratified. Compared with those who have closed down due to the reduction of orders, their stores have been represented by several well-known domestic brands, and the product lines are relatively rich, coupled with flexible pricing, they have persisted until now.