A new round of price hikes in the home market is coming (Figure)
a cost pressure is too large, spring price increases soon
When it comes to price hikes, such industries that are more affected by the market environment, such as home building materials, have to be mentioned in many aspects. According to statistics, in 2011, the national consumer price level rose by 5.4% over the previous year, of which the price of construction and decoration materials rose by 2.4%. Although home building materials are not as volatile as the daily necessities such as agricultural products, on the basis of the increase in rigid costs, the slow increase in the price of home building materials has become an indisputable fact.
Recently, the reporter visited some home building materials stores and home improvement companies found that although the sales hotspots have not yet arrived, many companies and brands are already preparing for the upcoming March home consumption season. How to set prices is also a key issue for them.
b Woodworking 400 yuan a day rigid cost drives price increase
In a furniture store, the reporter met the sales director of a furniture brand. He told reporters that the industry price increase is actually not starting from this year. The company is also making price adjustment plans in the new year. He said: "From the current situation, the slight adjustment of prices may be inevitable. However, the company is still discussing the price increase and price adjustment methods." For the topic of price increases, the performance of merchants seems to be relatively cautious. In the increasingly fierce competition in the home market, some merchants dare not act rashly in order to ensure their existing market share.
However, in the long run, objective factors have been inevitable. In the furniture industry, the prices of raw materials including wood and hardware, as well as labor, energy consumption, logistics and other costs continue to increase. There are data showing that in the past two years. The overall price increase of domestic timber raw materials has reached more than 10%. The Lushuihe plate and imported EGGER board and Odson sheet have been raised prices several times, and the increase rate is about 10%. Enterprises need to bear the huge cost pressure brought by this. Therefore, the price of home building materials should rise in 2012. At the same time, since 2005, the labor costs of renovation workers have also increased at a rate of 20% per year.
c March price increase is the rule to grasp the price and take the initiative
The average wage of a bricklayer is about 150 yuan a day, and the highest is 200 yuan. The highest wage of woodwork can reach 400 yuan / day.
Therefore, based on past market experience, the home improvement market usually has a rise of about 2 times in the new year. First, it is expected to have an overall increase of 10-15% in the opening year, and about 5% in the middle of the year. The adjustment of the frame; coupled with the new year, due to the promotion of the designer's qualifications, the original design fee of the same designer may also be increased due to the level increase, therefore, the increase in the cost of the home improvement market can also be expected. Some industry experts believe that the new round of price increases in the home industry will be formed in February and March after the Spring Festival. It is expected that the increase of furniture will be around 10%-20%, and the increase of home improvement will be around 5%-10%.
According to online survey data, 75% of the netizens surveyed are not sensitive to the price increase in the home industry, because this industry is not as closely related to people's daily life as the food industry. When consumers do not really go deep into the market, they may not have Experience the impact of price factors. However, when reporters visited some consumers who were doing home improvement, they were generally aware of this. Some consumers told reporters that before the home improvement because of lack of experience, there was no good prejudgment on the price trend. I don’t know when to start, and I don’t understand the market’s rise, which makes them face the already rising price. At the time, the original home improvement budget was far from enough.
When interviewed by a reporter at a home store, the reporter met Mr. Chen, who was buying furniture. He told reporters that the renovation of the new house has come to an end. At present, it is mainly to look at furniture. He said that although the home improvement investment has exceeded the original budget, but the furniture affects the comfort of living in the future, this pen can not be cheap, but now it is only to look at the overall market conditions, compare the prices of some different brands, I hope that the right time will start again. Subsequently, the reporter interviewed some people in the industry. They said that the domestic home market, especially the furniture market, is a market structure with more sales than sales. The phenomenon of raising prices is hard to produce, but it is forced by the pressure of cost to show upward momentum. Therefore, in the time curve section of the overall price increase, consumers only need to choose a lower timing to purchase, and will not cause too much consumption pressure.
It can be seen that the price increase of home improvement, building materials, furniture, etc. is inevitable, but it is only the difference between the specific price increase and the price increase time. According to past market experience, the price increase of home building materials around March has become a practice in the industry. The reason for choosing to raise prices at this node is because the home industry has a long Spring Festival holiday every year, and it is a low season before March. At this time, the price increase is not easy to touch the price of consumers. After the price increase, it will enter the traditional promotion season of “3?15†in March, and it is also more convenient for promotion activities. The rise in building materials prices will also trigger the price increase in the home improvement market, and from March to April, the furniture industry is likely to enter the price increase channel. Therefore, some insiders said that it is a good time for household consumption, and it is a wise choice to seize the lead before the industry as a whole.
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