In the context of the overall home furnishing industry, Red Star Meikailong released its first half-year home industry consumer trend. The data shows that in the first half of 2013 sales of building materials increased by 25% year-on-year, while sales of furniture products increased by 13.7%. Based on the fluctuating trend of the furniture industry lagging behind the real estate industry situation for about 10 months, the real estate market rebounded in the second half of 2012, and the release of real estate just needed to make the warming trend of the furniture and building materials industry increasingly obvious.

Second- and third-tier cities made efforts to boost the industry's recovery. As early as March, Hongxing Meikailong chairman Jianxin Deng predicted at the press conference that in 2013, the home industry will usher in more than 10% growth. This coincides with the warming trend indicated by the National Building Materials Home Furnishing Survey data released by the Ministry of Commerce's Department of Circulation Industry Development and China Construction (601668).

Specifically, compared to the first-tier cities, the second- and third-tier cities’ furniture and building materials products have gained even more. Taking the first quarter as an example, sales of building materials in secondary cities such as Changsha, Shijiazhuang, and Changzhou performed well, and household products remained stable. In the “2 days” promotion in March, the second and third tier cities showed a “sudden increase” trend. Datong, Shenyang, Dalian, Taizhou, and other cities achieved a substantial increase compared to the same period of last year. In particular, the total sales of Datong shopping malls increased year-on-year. An increase of 35 times.

70% of consumers pay attention to quality and environmental protection “Solid wood furniture has been welcomed and popularized, and it has become a significant market phenomenon. Although the industry association has not conducted systematic statistics on this, we can really feel that in recent years, solid wood furniture manufacturers, Sales and consumer groups are increasing,” said Zhu Changling, chairman of the China Furniture Association.

Zhu Changling introduced that solid wood furniture is welcomed by consumers and has multiple relationships with the economic reasons behind it and consumer attitudes. He said: "First of all, people's living standards are improved, economic conditions are lenient, and wood furniture is more precious and can reflect individual economic and social status. Second, the main material of solid wood furniture is natural wood, and there are few accessories such as glue and paint. In general, formaldehyde emission is small and more environmentally friendly."

According to a survey conducted by Redstar's Meikailong United Household Trends Research Institute, 70% of consumers pay attention to the product quality and environmental protection of furniture. The environmental protection in their eyes is mainly reflected in the “taste”, and the non-irritating taste of the product is the most important. index.

A person in charge of Meikailong said that in addition to the environmental protection and quality factors, the sales of solid wood furniture are closely related to the “wood culture” that has been circulating in China for more than 2,000 years. Wooden home products are indispensable to Chinese consumers’ family life. , There are special cultural feelings included.

Sales in the off-season are booming, and the seasonalization of building materials tends to be ambiguous. In contrast to the hot-selling month for building materials, June is not the peak season for building materials consumption in the traditional sense. However, statistical data show that the Red Star Meikailong anniversary event national shopping malls achieved more than 1.5 billion merchants total sales, of which building materials category share of nearly 50%. The strong off-season sales show that the regular season of the building materials industry is quietly changing.

In previous years, after the “Red May” passion promotion, from June to August, the building materials market generally entered the traditional off-season adjustment period. "The off-season is not light" reflects the overall upward trend of the home market on the one hand. On the other hand, more and more astute consumers regard their off-season as their "peak season". Many consumers think that during the busy season, decoration companies and workers are very "very popular." Manpower shortage will inevitably affect the quality and progress, off-season decoration can enjoy more benefits and convenience.

The industry is expected to pick up further. The prospect of custom furniture is huge. Red Star Macalline expects that if there is no turning point in the macro environment, the household consumption trend in the second half of the year will be affected by the continuous warming of the real estate market after October last year, and there will be a significant increase.

With the growth of the new consumer groups in the 1980s, personalized consumer demand has become the mainstream. Custom furniture is in line with the inevitable requirements of modern young people advocating personality and self-charism. Therefore, the demand for customized furniture is increasing. Advanced custom furniture has accounted for about 10% of the entire furniture market, and the development prospects are huge.