Throughout the three major furniture exhibitions in Guangdong, it is not difficult to find that many furniture companies are responding to the call for “guaranteed housing†and launching a large number of furniture suitable for small-sized houses. The furniture industry has ushered in a new hot spot for affordable housing. The decline in housing prices is not expected to become a hot spot in 2011. The housing issue has once again become the focus. The Minister of Housing and Urban-Rural Development of China, Jiang Wei, proposed that the country will build 10 million sets of affordable housing in 2011. Premier Wen Jiabao also proposed the next five years. A total of 36 million affordable housing units will be built. Increasing housing security will be the main tone for some time to come. Relevant data show that the new “National Eight Articles†of real estate regulation has been introduced for nearly two months. In the 70 large and medium-sized cities in China, the number of newly-built commercial houses in February decreased, and the number of cities with smaller increases narrowed, but only one city with a year-on-year price decline, stable housing prices The task is still very difficult. Most ordinary people still can only hope for affordable housing. Li Keqiang, vice premier of the State Council of China, said that it is necessary to adopt new methods such as new construction, renovation and purchase to raise public housing and other affordable housing to ensure the realization of the construction target of 10 million sets this year. A number of furniture companies have launched small-sized furniture for the construction of 10 million sets of affordable housing in 2011, and will build 36 million sets of affordable housing in five years. Most furniture people think it is a good thing. In addition to the left and right sofas mentioned above, furniture companies such as Fuyun Ideal Space, Peugeot Furniture, Yaobang, Jinfuya, Huawei, Gemma, etc. have launched or plan to introduce furniture for affordable housing and affordable housing. In the next two to five years, small-sized units such as commercial housing, affordable housing, affordable housing, and low-rent housing will continue to sell well. Therefore, Gemma Furniture is trying to create a cost-effective panel furniture that is very similar to IKEA but that is more durable than IKEA. The Hengli brand launched by Yaobang Furniture is also designed for affordable housing, products, pricing and style, all for affordable housing. In addition, some of the brand companies that previously focused on the high-end market also launched related furniture for affordable housing at the Guangdong show. Such as Fuyun ideal space, its main promotion at the Dongguan famous furniture exhibition is "custom furniture" - villas of up to 200, 300 square meters, as small as 40 square meters of apartments, have suitable products. Li Wei, general manager of Fuyun Ideal Space, said: "We have introduced customized furniture for different types of houses this year. This is in line with the affordable housing and affordable housing." According to him, the furniture of the ideal space of Fufu has been able to To meet the customization needs of 70% and 80% of customers, this year's custom furniture is designed to meet the needs of customers 100%. Similarly, the latest Lafite series launched by Peugeot Furniture is a delicate and compact route that subverts the traditional European and American classical furniture image. The new features of the "safe housing" era of furniture, the construction of 36 million sets of affordable housing in five years will certainly promote the further reduction of the size of China's housing units. “China’s housing prices have soared in recent years. In the past, the two-bedroom house could be more than 100 square meters. Now it has shrunk back to seven or eight hundred square meters and even eight hundred square meters.†Zhu Guangyu, director of Peugeot Furniture Marketing, said: We began to reduce again, and our homes must change accordingly.†As early as 2006, the beauty of the villas and villas launched the “City†and “American Classics†for small units. The series caused the voice of doubt at the time. With the convening of the two sessions this year, the proposed 36 million sets of affordable housing plans in five years will be a craze for small-sized units. However, at this Guangdong Furniture Fair, companies have been rushing to make small-sized furniture. Many of them have no relevant experience before, and they lack a deep investigation of the market. They only follow the trend to launch related products. What kind of furniture should be in the era of "safe housing", and the market has to answer us. In the eyes of the furniture companies, the chairman of the sofa around the era of affordable housing, Huang Huakun: The design of our sofa this year is more humane and fashionable. This time we launched more than 20 new sofas, designed according to different consumer groups. For example, this year the two governments mentioned concern about people's livelihood and built more than 3,000 sets of affordable housing. In response to this national policy, we have introduced several functional and practical sofas this year, such as storage functions, and can be used in bed. Very suitable for small-sized houses, and the materials of such sofas are also very environmentally friendly. Ma Minghui, Executive Director of Dynasty Furniture: The state said that there will be 10 million affordable housing units launched this year, and most of them are in second-tier cities, so I think it is most important to look at how companies are positioned and deployed. Li Wei, general manager of Fuyun Ideal Space: This year we mainly launched some custom-made products in the face of market demand. The villas are as large as 200 and 300 square meters, and the apartments are as small as 40 square meters. Our products are suitable. . So this is one of the biggest highlights of our brand, we can customize the furniture according to the size of the customer's room. A long time ago, we have been making ideal space. The reason why it is ideal space is because of its free combination of functions. In fact, the previous furniture can meet the customization needs of 70% and 80% of customers, that is, different spaces and sizes. The house can find the furniture it suits for us. This year we made customizations to meet the needs of our customers 100%. Xiaojun, the general manager of Yaobang Furniture: We are also affected by this kind of environment, but also have some bright spots. The first rigid demand will not change, and the second is the large-scale launch of affordable housing. Because there are 10 million sets of affordable housing, the set does not say much, and 20,000 pieces of furniture have created a lot of value. The Hengli we launched is aimed at affordable housing, the design of the product, its pricing and style, and its consumer groups are all made for affordable housing. Zhao Weibin, brand director of Philippine Philippine: I think the world is balanced. Our domestic demand for houses has always been rigid demand. At the same time of suppression, the country has also launched 30 million sets of affordable housing, which is also a kind of demand for the market. Respond. Many times people who have no money can't buy a house, not that a rich person can't buy a house. Relatively speaking, state regulation is excessive investment or excessive speculation for the rich, but the impact on rigid demand is not particularly large, the purchase of the purchase, the upgrade must be upgraded, and the market is also very large, our brand It is also very young and the pressure is not very big. Xing Zhongping, deputy director of marketing of Jinfiya Furniture Co., Ltd.: The overall industry market this year may be a little lighter in the first half of the year, but the market will heat up very quickly in the second half of the year, or gradually warm up. The country's housing reform and regulation, as well as the downturn in the entire market last year, I think this is a good thing. Because of the state regulation, at the same time, 10 million sets of economic housing were also introduced. The 10 million sets of these people will definitely pay a part at the latest this year. Is it 100% completion next year, but it will continue to rise next year. Continued investment in the construction of affordable housing, I think this is necessary for all of our furniture people to adjust their ideas, the opportunity to come we must seize. It seems that the era of affordable housing will have no small impact on the furniture industry, and small-sized furniture will become a major trend in the home furnishing industry in the future. The furniture companies have seen this situation change their development routes and march toward the new small-sized furniture route. I don't know how the furniture company will go on this new road, only to watch it quietly.
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