How big is the future market for "big home"? How much market bonus will it bring to consumers and capital markets? How long will the fever period last?
"The market share of the whole year's decoration market is about 4 trillion, and the scale of the customized home market is at least 100 billion." New standard home Huang Dongjiang believes that with the high integration of high-tech and modern information technology, the development and application of the home home market will be more comprehensive. It is expected that in the next 10 years, the big home industry will maintain a high speed growth. Sophia also pointed out in the annual report that "whole house customization" has become the focus of attention for all furniture enterprises.
Zhao Zhongping, an analyst at Guang Fa securities, said that the permeability of home customization is still low at present. At present, the permeability of the custom wardrobe is about 28%, and the permeability of the custom cabinet is about 57%. In 2016, the size of the custom wardrobe market was about 44 billion 753 million yuan, and the scale of the customized cabinet market was about 87 billion 780 million yuan. "According to the penetration rate of the custom-made wardrobe since 2009 and the calculation of the permeability of the cabinet by the Zhi Yan data center, by 2020, our custom wardrobe permeability will reach 40%, the market size reaches 92 billion 932 million yuan, the permeability of the custom kitchen cabinet will reach 69% and the market size reaches 148 billion 207 million yuan." Zhao Zhongping pointed out in the latest research report.
According to the current ceiling price forecast for all consumer cabinets and other customized cabinets, it is assumed that the market space for other customized cabinets is about 389 billion 200 million yuan. So, it is estimated that by 2020, the market of customized home market is expected to exceed 800 billion yuan. As a result, the ceiling is far from the industry.
The threshold of landing is high
Journalists found that in recent years, the A share home plate team has become more and more large, from the earliest Sophia, Holike to today's Optima home, Piana and monk house. According to the SFC website, Topstrong Guangdong Ji Chuang household also disclosed the prospectus, which will be listed on the Shenzhen Stock Exchange's growth enterprise market. At the same time, in the current round of A shares in a large number of stock callbacks, household stocks fell, Sophia rose 42% this year. This also reflects the capital market for large home plate optimistic.
Li Hongyao, director and vice president of the Federal furniture group, believes that capital market is born with keen market sense and sense of touch because of its profit driven nature. The custom home enterprise has been favored by the capital market. It has fully explained the rapid growth of the custom business and integrated upstream and downstream construction of the large household ecology, with a very broad market potential and investment prospects.
But good things don't have to do well. Optima home Liu Shunping said, as the "big home" still in the exploration and trial stage, the integration of multi-party resources and the system to perfect docking needs a process, it is expected to take about 3 years, large home and full house customization will be further integrated and enter the rapid development stage. From the current form, the enterprise which has the foundation to enter the "big home" field is to customize the enterprise leading enterprises, such as the Optima home, Sophia, and the still goods. "In addition, the shortage of high level design talents is also a big weakness to promote large household." Liu Shunping said.