In fact, real estate has been a vigorous and extensive development, through industrialization, refinement, is learning from the manufacturing industry, at the same time, industrialization can reduce the impact of human factors on quality because of the shortage of labor. Interior industrialization is developing in the direction of standardization, batch, part and integration, people-oriented, through continuous product innovation and upgrading, enhance core competitiveness.
———— Chen Zhongli, Secretary General of the Decoration Industry Branch of the All-Union Real Estate Chamber of Commerce
In recent years, fully renovated houses have become the main direction of development of the real estate market. From the perspective of the actual landing promotion effect, the full decoration has both opportunities for industrial development and objective challenges.
Industry status: consumption pain points in the promotion of fully renovated houses
In March 2021, as the first province to fully promote full decoration, the Zhejiang Consumer Protection Commission released a set of full decoration market research data. In fact, as early as 2016, Zhejiang fully implemented full decoration throughout the province and became the focus of national attention. Subsequently, continuous improvement and introduction of relevant supporting measures, in a sense, the dynamics of zhejiang full decoration market can reflect the development of the national full decoration market, but also for the national decoration market has reference and reference significance.
Zhejiang Consumer Protection Commission's survey data on consumers this year covers residential quality, personalized issues, contract terms, after-sales service and other corresponding issues.
In the survey question about whether to carry out secondary renovations for fully furnished houses, nearly 70% of respondents said that they needed to undergo secondary renovations. Among them, 33.69% of the respondents said that they were not satisfied with the quality of the fully furnished house and needed to be renovated twice. 35.84% of households said that in order to pursue more comfort, they need to carry out secondary renovations.
Nearly 70% of the secondary reloading ratio, which means that to produce decoration garbage for the second time, the fully furnished house is more energy-saving and environmentally friendly than the rough house, saving time and effort and saving money. As a result of the survey, such a high proportion of consumers want to smash off the reload, not only produce new waste, and the "double carbon" goal advocated by the state, which is contrary to the problem, which is one of the problems worthy of deep consideration by the industry.
In-depth exploration of the reasons why consumers are willing to renovate for the second time, the answer lies in the replacement demand for the main material grade of decoration, and the proportion of decoration costs.
First of all, in the survey, 62% of consumer households will choose environmentally friendly and energy-saving materials for reinstallation, and 22% of households will take intelligence as a mandatory option. Therefore, under the general trend of full decoration, there will be more room for choice for energy-saving, environmental protection, and intelligent material parts, as well as home appliances and home products.
Secondly, in terms of cost expenditure, the decoration standard of 1500~ 3000 yuan / square meter is considered to be a reasonable acceptance category.
In addition, the reason for choosing to re-decorate, there is another key factor, is the problem in the delivery process, that is, after-sales service.
The full implementation of fully renovated residences urgently needs to standardize the management of pre-sale and after-sales. 53% of the respondents believe that the rectification is not active, but have different opinions on the promotion of full decoration. Therefore, developers should strengthen pre-sales and after-sales service management to ensure the construction quality of fully renovated residential buildings, thereby ensuring the effective promotion of the full decoration market.
In fact, whether from the national "double carbon" macro goal to promote, or the convenience of individual consumer families to live, full decoration undoubtedly has great value and significance in both macro and micro. Despite the current more or less problems, more than 50% of consumers are still optimistic about the full-load market. 20% are on the sidelines, and 30% of consumers are willing to buy fully renovated houses in order to save time, worry and trouble.
From not accepting, to accepting, to a higher degree of acceptance, is the development trend of fully furnished houses currently promoted in the mainland. The most fundamental thing is to do a good job. Avoid the appearance of incorrect goods, as well as empty drums, water leakage, cracking, pollution and other stubborn diseases.
Solution: Standardization and personalization
First, consumers expect diversification, and developers should offer multiple solutions.
According to the survey data, 38% of consumers agree with the basic decoration, that is, the hard part of the house, the rest of the self-purchase and collocation; 31% of consumers hope to complete it at one time and directly carry the bag to move in; more than 50% of consumers believe that the developer should provide three or more sets of full decoration solutions for consumer demand and personalized choices.
For example, set the low, medium and high three-grade decoration standards to set different grades:
Medium and low-end according to 1000 ~ 2000 yuan per square meter, 2 ~ 3 styles; medium and high-end according to 3000 ~ 5000 yuan per square meter, 2 ~ 3 styles; high-end according to 5000 ~ 8000 yuan per square meter, 2 ~ 3 styles. So as to meet the different personalized needs of the owners as much as possible, try to reduce the owner's willingness to dismantle and reassemble, reduce pollution, save resources, is conducive to ensuring the safety of the housing structure and improving the living environment.
Second, in view of the stubborn disease of full decoration, a clear list of decoration items is available for the owner to choose from the menu.
It is recommended that the decoration unit compile a list of full decoration works and issue a "Cost Consultation Report" by a third-party cost agency. The main materials in the list should indicate the brand, specifications (the equipment must indicate the technical parameters), material, color, model, price, etc.
For material items with large personalized needs, such as floor tiles, floors, bathroom tiles, sanitary ware, cabinets, central air conditioning, etc., 2-3 different brands, specifications, models, colors, prices, etc. are provided for the owner's menu selection.
Third, reduce the factors of human intervention and accelerate the process of industrialization.
In addition to product standardization and demand personalization to match, this year the state is vigorously promoting prefabricated housing. And advocate integrated products to be prefabricated before leaving the factory to reduce human factor interference to reduce the probability of individual complaints and group lawsuits.
Because the front of the full decoration industry is very long, the chain is very easy to make mistakes. Taking the landing effect as an example, to a large extent, the landing effect is linked to the execution effect of the workers. On the one hand, the ability, sense of responsibility, experience and attitude of the implementers are uneven, which can easily lead to uneven project quality. On the other hand, the group mobility of workers is very large, resulting in immature and unstable engineering processes, changes in the implementation of the land, and the need for new people to train the process, resulting in differences in the quality of each batch of projects. This is also the crux of many large real estate developers, even if the system is very perfect, they are also facing the quality problems of the whole decoration project.
Therefore, the state advocates the vigorous development of prefabricated buildings and formulates corresponding evaluation standards. Prefabricated buildings and full decoration are interdependent, that is, prefabricated buildings and full decoration are "standard" relationships, prefabricated steel structure buildings and full decoration are "perfect" relationships, and prefabricated decoration and full decoration are "original" relationships. On the other hand, full decoration as the core guarantee of the delivery results, its matching: green buildings, healthy buildings, smart buildings, prefabricated buildings, low-energy passive buildings, active buildings, urban renewal and old renovation buildings and other building forms, are being fully covered nationwide, and have become the norm of delivery.
In fact, real estate has been a vigorous and extensive development, through industrialization, refinement, is learning from the manufacturing industry, at the same time, industrialization can reduce the impact of human factors on quality because of the shortage of labor. Interior industrialization is developing in the direction of standardization, batch, part and integration, people-oriented, through continuous product innovation and upgrading, enhance core competitiveness. Fundamentally change the pain points that developers have to do and consumers have to dismantle, balancing high consumer demands and companies to control costs.
Real estate is related to people's livelihood issues, real estate is the longest chain of industry, involving more than 50 industries including home appliances and home improvement, is to build a harmonious symbiosis, common development of the industrial chain of an important link. At present, the real estate market is transitioning from financial attributes to product attributes, new and old pain points are intertwined, spawning new demand, which will inevitably bring new value to the industry, and in the process of value generation and development, standardization is the premise of quality and value.
Standard promotion: fill the gap in the domestic fully renovated housing market
Green building evaluation standards, healthy building evaluation standards, prefabricated building evaluation standards, prefabricated interior decoration technical standards, green settlement standards, etc. Whether it is the national standard, landmark, line standard, group standard, external standard, release, or still compiling, there are corresponding requirements for the full decoration of the residence, and the full decoration is an important quality kernel agreement.
The impact of the double carbon background on high-quality development.
At present, the energy consumption of buildings in the mainland accounts for 22% of the total energy consumption, and carbon emissions account for 20%. Compared with the low level of developed countries, with the improvement of the living standards of people on the mainland in the future, the proportion of building energy consumption and carbon emissions will continue to rise. The construction industry is under enormous pressure from the upward pressure of building energy consumption, and there is an urgent need to find an implementation path for energy conservation and emission reduction that is more energy efficient and slows down the rise of energy consumption and emissions. "Green Building Evaluation Standards" from the early four sections of environmental protection (land saving, energy saving, water saving, material saving, environmental protection) to the expansion of connotation, fully embodies the people-oriented thinking, from the public perspective to design a new evaluation index system, so that people have a sense of gain, happiness, security, so that its connotation expanded, the indicator system presented is: safe and durable, healthy and comfortable, convenient living, resource conservation to environmental livability, the connotation of green buildings is constantly expanding, but also for all walks of life involved in green buildings put forward a new development orientation.
The so-called full decoration means that before delivery, the internal walls, top surfaces and floors of residential buildings are all paved and painted, and the doors and windows, fixed furniture, equipment pipelines, switch sockets, kitchen and bathroom fixed facilities are installed in place; the fixed surfaces of public buildings are all paved and painted, and the basic equipment such as water, heating, electricity, and ventilation is all installed in place.
It is worth mentioning that the upgraded "Star Evaluation Criteria for Green Buildings" has added a full decoration link.
Basically, green buildings with three levels of one-star, two-star and three-star should meet the requirements of all the control items of this standard, and the score of each type of indicator should not be less than 30% of the full score of its score item;
Second, green buildings with three grades of one-star, two-star and three-star should be fully renovated, and the quality of the full decoration project, the selected materials and the quality of the products should comply with the provisions of the relevant national standards;
Third, when the total score reaches 60, 70 and 85 points respectively and should meet the requirements of Table 3.2.8, the green building ratings are one-star, two-star, and three-star, respectively.
As a more detailed evaluation standard for the quality evaluation of the whole decoration, it is further clarified in the "Residential Full Decoration Evaluation Standard" implemented in 2019. The standard evaluates the quality of the whole decoration through function, performance, materials and parts, construction and acceptance, improvement and innovation, etc., with a full score of 1000 points, according to different scores, it is set as one-star, two-star, three-star, four-star, five-star, and through different stages before and after delivery, the pre-evaluation and final evaluation of the star rating.
Its three roles in the residential full decoration project, first, the complete definition of the full decoration of the residence, set the entry standard of the fully renovated residence; secondly, to achieve the quality of the fully renovated residential quality, quality specifications grading, to achieve the consensus on the improvement of indoor living quality; finally, to guide the fine design and construction of the fully renovated residence, the role of scientific and correct selection of the material part, to guide the industry and industrial upgrading. The implementation of the standard plays an extremely important role in promoting the development of the residential decoration industry in the mainland and standardizing the quality of residential decoration, filling the gap in the field of all-round evaluation of residential decoration quality and performance, and reaching the leading level in China.
As the first consumer-oriented full decoration evaluation standard in China, consumers can also score themselves, so as to choose residences with different stars and understand consumption. Therefore, the standard is based on the consumer end and the real estate end, and the common value measurement scale built is green, comfortable and healthy, so that the whole decoration has a standard to rely on at the consumer end, and the benchmark is built at the manufacturing end, reducing groping, taking fewer detours, and standing on the shoulders of giants to grow. With every full decoration industry leadership summit, we will build a full decoration ecological chain with standards, keep pace with the times, gather consensus, and promote the high-quality development process of domestic residential buildings.
Future trend: give play to the status of ballast stone industry, and consolidate the foundation for development with quality
Although the real estate market has entered a period of adjustment in the past two years, the demographic dividend is compressing. However, with the acceleration of the urbanization process, the real estate market still has a market capacity and space of more than 100,000 plus. The basic position from pillar industry to ballast stone has not changed, and it is worth the attention and optimization of more than 50 industries involved in this.
It is worth noting that on December 6, 2021, the central bank cut the RRR, bringing good news to the real estate industry. At the same time, under the long-term mechanism of housing and not speculation, stable development and stable expectations are the main tone of the industry's progress.
Under the premise that real estate has shifted from high leverage and high week to high quality and stable development, the industrial chain needs to maintain rational judgment while intervening in the real estate market. For example, we can focus on state-owned enterprises and central enterprises, stable enterprises, deep-rooted enterprises and industrial enterprises.
For state-owned enterprises and central enterprises, because of their advantages in funds, resources and word of mouth, the stability of cooperation is stronger. Stable and deep-ploughing real estate enterprises, the foundation is relatively solid, deeply rooted in the regional market, good reputation. Industrial enterprises, relying on industrial expansion resources, have industrial extensibility, such as Jindi, Longhu, China Resources such as real estate + commercial enterprises, as well as Midea real estate + manufacturing enterprises, including real estate + cultural tourism enterprises represented by OCT.
In short, the direction of future real estate market regulation is not wavering, and the general direction remains unchanged:
First, the house is not fried;
Second, rent-to-buy;
Third, achieve "three stability";
Fourth, there is a place to live.
Based on this, the market will enter the stage of "stable quantity and qualitative rise", and the demand for the "14th Five-Year Plan" will still have a certain scale, but the proportion of improving demand will increase.
For the pan-home industry, intervention in real estate is a systematic project and project. There are several aspects that need to be addressed.
First, involved in the full decoration, it should be clear that the manufacturer will first ask two main questions, that is, whether they have heard of their own brands, and whether their own brands have cooperated with the top 50 or top 100 real estate companies in the country. These two issues are the primary prerequisites for real estate developers to benchmark and measure whether to include brands in the cooperation list.
Second, to enter the full decoration market, pan-home manufacturers should have enough patience. It can be said that from the moment the real estate developer gets the land, it is necessary to comprehensively dock and track, including the subsequent design, apartment type, cost procurement and so on. It can be said that this is a systematic project, compared with the past trade, the process is more complex, the cycle is longer, the account period is longer, the profit is thinner, and it is a big challenge for the manufacturer's ability to cope with and comprehensive competitiveness.
Third, fully into the batch of full decoration delivery, the watershed is coming, do not do not do, even if you enter the full decoration market, pan-home manufacturers must also be prepared to meet the overall challenge. Real estate is generally collected once every two years, with a two-year foothold time, and more importantly, whether the follow-up can be sustainable development is not replaced.
Fourth, the home appliance home furnishing self-owned brand package launched by real estate developers is equivalent to a dimensionality reduction blow for pan-home brands.
Under this competition, real estate developers obviously have more powerful early customer resources to do the support of follow-up product intervention, pan-home manufacturers are going to the front desk bidding, or in the background as suppliers, positioning and role of the transformation and selection, is also a major test for manufacturers.
In short, involving in the field of full decoration is a challenge to the comprehensive competitiveness of manufacturers' brand building, marketing model, team structure, business logic, financial strength, service level, etc.
Fifth, the products provided by many enterprises have been upgraded from single products to system solutions and intelligent directions. Especially after the post-90s and post-00s have become the main body of house buyers, pan-home products have also changed accordingly, in addition to single products and single intelligence, the Internet of Things and systematic experience have become the mainstream choice.
It can be seen from the development of fully furnished houses and hardcover houses in recent years:
In the early days, kitchen appliances were a must;
During the development period, water heaters, air conditioners, smart products, water purification, and fresh air began to enter the full decoration category;
In the mature period, smart IoT home appliances and embedded home appliances will become the mainstream. This also maintains a consistent pace for the reform and transformation of the upstream manufacturing industry chain, but in the actual application to the whole decoration industry chain, strengthening product strength and whether it meets the individual needs of consumer families, including two families, three families, four families and even the different needs of three generations and four generations of the same house, is a test.
It can be said that the parts have transitioned from basic demand and high-end demand to intelligent and integrated demand development trend.
In first-tier cities, real estate companies continue to expand their industrial chains, including cooperation with home building materials channels, which also means that real estate developers are crossing borders to the pan-home industry, which will invisibly cause first-tier or super-first-tier cities to fully install market space. But at the same time, the acceleration of the urbanization process has also spawned the transformation of second-hand houses. Overall, China's market is large enough.
No matter how the industry changes and how the market iterates, it is the foundation for doing a good job of bringing real value to customers. Standard determines quality, quality determines quality, quality interprets the brand, brand upgrade value, all of which is based on the balance of [people + things + space], forging product strength, and improving the sustainable development of quality.