A few years ago, the rapid development of the home furnishing industry also prompted many people to rush to the floor industry. Compared with big brands with deep brand accumulation and strong technology creation ability, small and medium-sized floor enterprises are fighting in the long-term price war, and the cashier is also being diluted.
The reporter learned that in the "White Paper on Flooring" jointly issued by the Forest Products Industry Association and the China Consumer Association, the price warning line of laminate flooring was set at 7 preferential prices, but products as low as 50 or 60 yuan were everywhere in the market. This also led to the result described by Zhang Bo, the general manager of Saint Matt Flooring. After removing the cost of store decoration in the sales performance, the operating rate of many enterprises did not exceed 8%, and the payment was not proportional to the operation.
According to Hu Zhongxin, the secretary general of Zhongju Building Materials Decoration Association, there are thousands of floor enterprises in China at present, but the real number is less than 30%, and the operating rate of many of them is only about 5%. After the financial crisis, the export orders of flooring enterprises dropped sharply, and the "double anti" investigation in the United States further hindered the export of flooring; Under the power of property market regulation, domestic market demand is also shrinking; At the same time, the prices of raw materials and labor have risen, and channel costs have remained high. "Under such a severe situation, it is not unexpected that the floor industry will give priority to the collapse tide."
The situation of home decoration and panel furniture is worrying
Outside the floor, which industry is in danger? "In fact, all enterprises engaged in the real economy are facing", said Fan Wenjian, the general manager of Shiyou Flooring Beijing Company. The cash flow and cash collection rate of household enterprises have been extremely low. Many enterprises are surviving, and anyone may become the victim of the next crash. Hu Zhongxin said that panel furniture enterprises and home decoration companies have been hit more seriously, or will become the next "high-risk group".
At the 2011 Panel Furniture Development Forum held in the middle of this year, it was said that the domestic panel furniture market is shrinking. According to the statistics of an industry insider, the cost of panel furniture production and circulation accounts for 30% to 40% of the total cost, and the wages of workers account for 10% to 20%. In addition, there are operating costs of enterprises and high field rent costs. Compared with solid wood and European and American furniture, panel furniture has low price and thin cash register. Gross cash register is about 26% and net cash register is only 7%. If we do not improve our selling points and add new cash registers as soon as possible, some panel furniture enterprises may have to change production, transform or close their doors.
The field of home decoration companies has undoubtedly become the hardest hit area in 2011. Hu Zhongxin pointed out that the high-end brands with strong resistance and extremely low gear can also win some markets by virtue of price advantage, while the middle end home decoration brands will face cruel market tests due to insufficient popularity, ambiguous positioning and other reasons.
1. Bad operation, insolvency
Considering the low cash receipts of household products and the temptation of private lending capital, some enterprises have taken corporate entities as guarantees for microfinance financing. In this way, when a problem occurs in a certain link of the enterprise's business chain, the entire capital chain also breaks randomly, and the company cannot repay its debts, so the boss can only run away. In addition, while some enterprises are engaged in the production or sales of household products, they are also engaged in larger industries such as agricultural products or real estate, and poor operation leads to the collapse of the main business of the sideline.
2. Labor and logistics costs soared
The rising costs of raw materials, labor and transportation have become unbearable for household enterprises.
It is reported that since the beginning of the year, the costs of flooring enterprises have increased by 25% to 30% in total, of which labor and logistics are the most serious. Whether it is short distance transportation or long distance transportation, the transportation cost per square meter of floor is doubled compared with previous years, and the wages of factory workers are also rising.
Not only the floor, but also furniture, bathroom, cabinet and other categories are facing cost pressure. At the same time, household enterprises located in major stores and building materials cities also bear high channel construction costs such as rent. The cost of home decoration companies is mainly reflected in labor, and even a bricklayer's monthly salary will be higher than that of ordinary white-collar workers.
