In the pan-home market, it seems that the opportunities are everywhere, and the demand space is huge. People are relishing the scale of 4 trillion yuan. In fact, the crisis is extremely high, and the number of pits everywhere is unclear.

After research and analysis, from building materials, furniture, to home decoration, decoration, the entire industry is in a multi-link upgrade period, including models, products, technology, channels, capital, etc., climbing from one ladder to another, from a manufacturing type The era of the industry has moved to another era of refined industry operations, where there are many hidden opportunities, and if you seize one, you can create a company with a scale of 10 billion.

Intelligent toilets, smart locks, electric curtains, electric drying racks, whole house customization, water paint, new ceramic tiles, system sanitary ware, integrated wall, floor heating floor, supply chain S2B, internet decoration, assembly-fit, eco-circle, etc. These are some of the new changes that have emerged in the pan-home industry, including both the Chaoyang category and the new operational ideas and methods, which are the opportunities we have seen.

But the price it has to pay is actually very heavy. Because the entire market capacity is limited, it can't accommodate so many companies, and the brands that grow up will not be too many. More traditional companies may have to close down under the impact. Even those startups that have locked in emerging markets will be able to go a long way. In the end, most companies will not be able to escape the fate of closing or transforming.

This is the inevitable result of the capital crocodile entering the Internet economy. A small number of companies will rely on their strong resource capabilities to initiate a reshuffle before the market matures. The strength is not enough. If you haven’t reflected it yet, you will be beaten.

This was not so exaggerated in the past. In the traditional market environment, everyone's speed is not fast, and they are slowly working hard. They use more than ten years to complete the original accumulation of capital, move forward step by step, slowly make products, build a channel for a city and a city, and set aside The time and space are small enough for companies to keep up. As long as you don't make big mistakes, you can make a billion-dollar company and even go public.

Internet decoration

Now is not allowed, CCTV Finance reported that from the Internet home improvement dark horses in 2015, as many as 123 companies got financing at the peak, but since last year, more than 100 have closed down. Yiou Home has had a statistics of a closed company, and there are many Internet home improvement players who have been placed in high hopes. The Mud Commune, the beautiful decoration, the apple decoration, the lemon tree decoration, the wall frog technology, the squatting net, the beauty dress, etc., have all produced a lot of limelight. As a result, there are several good ones, no.

At present, there are also a few companies with strong backgrounds such as Love Space, Orange House, Meijia Gang, Mushroom Plus, Haier Living, and Home Furnishing, or several investment companies, or relying on big trees such as Haier and Country Garden. Can be active in the home improvement stage.

Even Qijia.com and Tuba Rabbit are among the best Internet decoration platforms. There are several powerful investment companies behind them. With hundreds of millions of funds, there are tens of millions of independent visitors in a single month, but they still lose money for several years. .

For example, Qijia.com, from 2015 to 2017, the losses from continuing operations were 163 million yuan, 152 million yuan, and 89.32 million yuan respectively. The debt ratios were 117.78%, 151.13% and 222.21% respectively. Until the first half of 2018, the adjusted net profit was 20.67 million yuan. Put it on the general company, it should have been closed.

The same is true for the Tuba rabbit. Even for a few years, until the first half of 2018, the operating loss was 10.6 million yuan, and the sales and marketing expenses were as high as 120 million yuan. If there is no support from the big players, how can we do it?

Is it the Internet decoration platform business, only Qijiawang, Tuba rabbits are doing it? It’s not like that at all. There are at least a dozen of peers who are ranked top, but they are not so embarrassed. What's even more frightening is that the traffic and platform business of the two big companies is still growing wildly. How can other platforms mix? The days are definitely getting worse.

The era of refined operation: the home industry has entered the stage of fierce fighting, and the gold is everywhere

smart Lock

According to statistics from the Prospective Industry Research Institute, as of the end of June 2018, there were more than 3,500 smart door lock brands in China, and more than 8 million sets were produced in 2017. However, the analysis found that sales are on the core channels and have a certain reputation. Lock brand, no more than 50.

Some time ago, Dacai Research announced the “big-grained Qingfeng list” of the door lock industry. Some smart lock brands have been short-listed and competed with the traditional locks. The cruel reality is that we don't need so many smart lock companies. There are dozens of options to choose from, which is enough.

What should I do if I can't open more than 3,000 smart locks in the market? It may not be a few years later, and most of them will die down.

In the era of mechanical locks, thousands of companies, we know a few more? In the end, it is only a few brands such as Mingmen, Wang Li, GM, Probak, Baogao, Wanjia, Sanhuan, Dijier, Yajie, Guli, etc. After several battles, those who died, even their names Did not stay.

Furniture company

Some time ago, the collapse of two companies caused an uproar, one is Fujian's good home cabinets, may not be comparable to the European, gold, and Zhibang, but it has opened more than 600 stores, also invited Ma Yizhen endorsement The strength is not weak, but it is a pity to go bankrupt.

Another one is Chengfeng Furniture, which has been working hard for 20 years. There are not many furniture companies in this qualification. It once claimed assets of 3 billion yuan. In August, it issued a bankruptcy announcement. In fact, the signs have long been buried. When Gu Jia, Zuo, Lin, Qu Mei and other players are racing, you can't see any sound of Chengfeng. How can you do it?

By the end of 2017, China's furniture industry had reached 6,000 enterprises above designated size, an increase of 39 compared with the previous year. However, there were 608 losses.

In the first half of 2018, furniture manufacturing enterprises increased to 6217, but the losses continued to increase, 958. Counting a lot of small and medium-sized furniture companies that are not included in the statistics, the loss may be as high as 2,000.

Coupled with the current transformation of custom furniture, there are hundreds of companies in Sichuan alone. In the process of this transition, how many companies will die, we are not optimistic. After all, the first- and second-line brands in the custom furniture sector are growing at a fierce rate, leaving little room for the latecomers.

You can look at the statistics of the growth rate of the home brand revenue below. The aggressive situation is sure to be felt across the screen. The shuffling of the ceramic industry has begun. It is not just a reshuffle of the competitive landscape, but some companies are directly cleaned out of the market.

The era of refined operation: the home industry has entered the stage of fierce fighting, and the gold is everywhere

Ceramic building materials company

According to public information, before September 2018, there were already more than 230 ceramic enterprises and 34 sanitary ware enterprises, which were included in the list of hackers. There are also more than a dozen applications for bankruptcy liquidation, such as Shenyang Jinmeida Ceramics, Dajun Porcelain, Jiangxi Black and White, Sichuan Keda Ceramics, Zhangzhou Fengyuan, Guang'an Wangzhongwang Porcelain, Jiangxi Jinniu Ceramics, etc.

This situation will not change, and the increase in market concentration will inevitably continue to squeeze the living space of small and medium-sized people. Taking the situation in the first half of 2018 as an example, Mona Lisa's revenue was 1.41 billion yuan, a year-on-year increase of 13.71%. Ou Shennuo's revenue was 1.634 billion yuan, a year-on-year increase of 80.05%.

In addition, brands such as Dongpeng, Nobel, Marco Polo, Golden Rudder, and Guanzhu, combined with public information, can be seen that their growth rate is not bad, mostly double-digit year-on-year growth.

According to this momentum, some ceramic enterprises with insufficient competitive advantages will have a harder time. The current losses and bankruptcies have only just begun. The entire building materials industry is full of ice and fire, the pyramid is sharp, and a small number of players even rushed at a growth rate of more than 30%. At the bottom of the pyramid, the majority of the visitors may not be able to increase the speed of several points. If there is a slight blow, it may collapse.

In the first half of 2018, there were 34,554 building materials enterprises above designated size, which was more than 1,000 less than in 2017. The loss was expanded and as many as 5,074 companies were losing money.

This is a large-scale industry reshuffle. The time is pushed back to 2012. At that time, the number of building materials companies was 22,824, and more than 10,000 were added in more than five years. Too many predators are simply not tolerated.

In addition, there are many cross-border companies in the Chaoyang category of home building materials such as smart lamps, smart toilets, water paints, system sanitary wares, smart locks, etc., such as Haier, Xiaomi, Huawei, 360, Panasonic, ZTE, Skyworth, Changhong and so on.

And a large number of new powers emerged, such as the smart lock in the fruit, cloud, cloud pomelo, Sherlock, etc., intelligent lighting sector tuning technology, BroadLink, Yeelight, etc., behind them have some well-known investment companies to join.

 

Conclusion: The competition in the home market has never been as fierce as it is today. At the same time, the gold is everywhere, and any giant in the sub-sectors is alive and well. There are also a large number of small and weak enterprises on the verge of bankruptcy. This paper analyzes the status quo of several industries such as Internet decoration, furniture, building ceramics, and smart locks. From this, we can feel the overall enthusiasm of the home industry.

The new force brings new technology, new products, new operational thinking and methods, a new opportunity for a large industry, but also brings a rush, and even more fierce killing has begun. When we saw the gold swindling, we must be able to feel the murder. Meet in a narrow road, brave, fierce, wise!