Some people called 2010 the watershed of the home furnishing market from hot to indifferent. At the end of the year, the home furnishing industry began a knockout game lasting one year. A large number of small workshops went bankrupt, world chain building materials stores withdrew from China, and surviving companies were busy with self-protection. It was only in 2012 that they slowed down their expansion, slowed down the pace of expansion, and regarded improving service quality as a top priority.  Invisible, this industry, which is considered to have the lowest entry threshold, has improved qualitatively. As the industry said, the home market is characterized by large industries and small businesses. Its sales in 2013 have not improved compared to 2012, but many concepts proposed in 2012 have become a reality this year.   smooth  Event: Guangzhou Pazhou Furniture Fair saw the lowest number of companies visited in 10 years; decoration volume entered a stable period  According to statistics, in 2012, the total transaction volume of new houses and second-hand houses in Beijing was 266,607 units, an increase of 25.5% compared with 2011. As of November 13, this year's total volume has reached 248,840 sets, up 14.2% over the same period last year. In the case of new houses sold last year, the delivery time is mostly between this year and next year, and the total volume of transactions this year will be delivered in the next year and the next year. It is reported that, due to the positive effects of the above-mentioned property market, although sales have not increased much compared to last year, specific brands still have significant growth. For example, according to the Beijing School Furniture Alliance, as of now, the sales of its alliance companies this year have increased by 10% to 20% compared with the same period last year.  What is interesting is that when it comes to furniture exhibitions , unlike the lively scenes that have come to the fore in previous years, the number of companies visiting furniture exhibitions has dropped sharply this year. Take the Guangzhou Pazhou Furniture Fair, which is the industry's most concerned, as an example. Compared with previous years, the number of visiting companies has decreased by at least 40%, which is almost the least people in the past ten years.  Comment: Yin Chao, Secretary-General of Beijing Furniture Brand Alliance, said that the decrease in the number of companies visiting the exhibition is a microcosm of the industry changes this year. The furniture exhibition is mainly used by distributors to discover new brands and understand new trends, but now the speed of home brand update has reached a rational period. In addition, unlike before the implementation of the property market regulation policy, today's home buyers are mainly composed of just-needs. Compared with investors, they are more conducive to the stability of the consumption level of the home market.  In addition, Liu Chen, deputy chairman and secretary general of the Beijing Home Furnishing Industry Association, believes that according to the decoration cycle, it should be renovated once every 8 to 10 years. Nowadays, the demand for home improvement caused by improved housing, second decoration, third decoration, replacement, etc. A long-term mechanism is formed and will be released every year. This part of the volume will soon be extended to the home industry.  Encircle  Incidents: Ju's Home entered Daxing; Ju's Home and Red Star Macalline expanded to third- and fourth-tier cities across the country; Jimei Home entered Yanjiao and Tangshan; IKEA Daxing store opened, etc.  In 2011, the Jimei Shuitun store in the southwestern part of Changping City opened. In 2012, the Shunyi Home opened. If it is more careful to expand outwards in the first two years, then this year will be almost crazy.  In addition to the fact that the home is planning to open a comprehensive store in Daxing and Changping, Jimei is stationed in Yanjiao, and the expansion of the IKEA Daxing store and other Beijing area expansions, home furnishing companies have also started a layout plan for rapid expansion across the country. In line with the shift of major housing companies to third- and fourth-tier cities, the home has opened stores in 11 regions including Jining, Cangzhou, Huainan, Zaozhuang, Yuncheng, Bijie, Hengyang, and Xinyang this year. At the same time, it is preparing and planning There are also comprehensive stores in 41 regions including Xingtai, Kaifeng, Chengde, Zibo, and Sanya. The Red Star Macalline is also expanding to small and medium cities.  Comment: Yin Chao believes that the number of stores in many regions is clearly exceeding the load, so it is better to open up new territories than companies that operate in the same radiation area. Xiangshun, Pinggu, and other Beijing suburban counties that lack standard hypermarkets, 2 3. Third-tier cities are sinking. Sinking to third- and fourth-tier cities and even smaller economically strong counties in administrative regions is the only choice for home furnishing companies to seek new points of interest growth. The sinking development of home furnishing distribution companies is bound to drive the distribution of furniture and building materials brands nationwide speed. However, it should be noted that in terms of service and management, all enterprises must be "perfect and unified".  Electric shock  Event: Home distribution companies collectively boycott Tmall; actually went online online; Yihua Wood and WeChat teamed up to develop CRM systems, etc.  On the eve of the "Double 11", the news that 19 domestic large-scale home furnishing stores, such as Red Star Macalline and Actual Home, jointly boycotted Tmall made home e-commerce a focus. In fact, as early as the "Double Eleven" started in 2011, home furnishing companies had already eagerly tried to join the e-commerce platform, but it was only hindered by the particularity of home furnishing products.  Now, from the e-commerce war to the "Double Eleven" triumph, after two years of groping, home furnishing companies finally formally launched an offensive against e-commerce. Starting with the official online operation, furniture and building materials brands have finally started O2O attempts.  Comment: People in the industry generally believe that home e-commerce is the general trend, but unlike FMCG, home furnishing companies must not only regard e-commerce platforms as a pure sales channel, but should effectively respond online and offline.  This year can be said to be the beginning of the development of e-commerce in the home industry. There will always be problems in the future, but in any case, the consumer-oriented business philosophy must be maintained.  import  Event: Hundreds of Home Furnishings established Eurohui International Home Pavilion; Chengwai Cheng joined hands with Huari to create Chengwai Cheng International Pavilion; Poltrona frau and other top home furnishing brands settled in their homes, etc.  In recent years, the signboards with the words "international home furnishing" have gradually increased, and at the same time, the China International Home Furnishing Congregation Area with Beijing as its main camp has begun to take shape.  Even in 2012, when the home market was the most difficult, imported homes were still strong. Taking the respect of family as an example, sales in 2012 reached 400 million yuan, an increase of nearly 30% compared with 2011, and a 60% increase in the first half of this year compared with the same period last year.  Such a development situation has made the international big names who have never invited before take the initiative to throw olive branches. For example , Hästens, famous for the Swedish royal mattress , Arclinea, Italy's top cabinet brand, Ca ssi na, Poltrona frau, known as the originator of modern furniture, and Germany's top sofa brand ROLF-BENZ, have all settled in the house.  Comment: For the prosperity of the high-end import market, Meng Xiangmin, the vice president of the home analysis, said that in addition to the European economic crisis in 2010, foreign brands have aimed at the Chinese market and affirmed the business philosophy and service level of Chinese agents and home distribution companies The improvement of consumers' living standards and the rational requirements for home life are also an important driving force.  design  Event: Actually, the top floor design center was built; the home furnishing company played a leading role in each design week, etc.  Citizens who have visited the home store may feel the same way, as long as they visit a few more stores, they will always find some furniture that looks very similar. Consumers are distressed that they cannot find the personalized furniture that makes people shine, and can only compromise to "homogenization".  In August last year, the first original home living museum created by Red Star Macalline-"Yiyi Space" opened. This year, the top design center of the actual home was officially put into construction. At the same time, during Beijing Fashion International Design Week and China Interior Design Week, home furnishing companies such as Red Star Macalline and Actual Home are all making every effort to participate.  Comment: Liu Chen said that from the perspective of market mechanism and consumption trends, the market must retain companies with higher brand added value, service added value, product added value, perceived added value and environmental protection added value. Because these added values ​​have become the rigid requirements of consumers for household products, in addition, the requirements for the freshness of products are becoming higher and higher.  Yin Chao also believes that with the continuous improvement of people's living standards, consumers' requirements for furniture are no longer limited to practicality, but gradually become an inseparable part of people's pursuit of quality of life and advocacy of life attitudes. As a result, multiple indicators such as personalization and artistry have naturally become the main conditions for consumers to purchase home products.  It is the secret to the healthy and sustainable development of the home furnishing industry to give its own unique design style and cultural connotation, and to approach consumers with sincerity and respect. Â
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