The outbreak of secondary decoration will become t

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As the main decorative material of buildings, ceramic tiles are closely related to the real estate market

according to the "changes in housing sales prices in 70 large and medium-sized cities in May 2017" released by the National Bureau of statistics, compared with April, among the 70 large and medium-sized cities in May, the price of new commercial housing rose in 56 cities, 2 less than last month; There were nine cities with a decline, one more than last month. Among the four first tier cities, only Guangzhou's new commercial housing price index rose by 0.9%, while Shanghai and Beijing showed a "0 increase" in house prices month on month, and Shenzhen fell month on month

Beijing has launched a series of attacks on the real estate market, and has successively issued nearly 20 regulatory policies. Not only new housing transactions have been affected, but the second-hand housing market has also been low, with a significant decline in trading volume. The second-hand housing market fell particularly. According to the data of Beijing Municipal Commission of housing and urban rural development, 8392 second-hand houses were signed online in July, and 7158 second-hand houses were signed, which was the lowest for 37 consecutive months since 6464 in June 2014. Meanwhile, the trading volume fell 68% year-on-year in July 2016 and 19.7% month on month in June this year

what runs counter to the depressed housing market is the secondary decoration market. Instead of buying houses, people began to rebuild their old houses. Take europay home as an example. From 2014 to 2016, the net profit of europay home was 2873.4264 million yuan, 2959.6142 million yuan and 5539.7401 million yuan respectively. Among them, the fourth quarter is always the time period with the highest annual sales revenue. This has a lot to do with the delivery time and the secondary decoration of the old house

in the "decoration market in-depth investigation report" released by China industry research network, it is estimated that the annual demand for secondary decoration will reach 2.2 ~ 4.3 trillion between 2015 and 2020. It will be 3.99% higher than that from 2009 to 2014, of which the compound annual growth rate of family decoration is about 16.02%, which is 2.2% higher than that from 2009 to 2014

obviously, in the era of consumption upgrading, consumers' demand for housing upgrading has increased, and young users' demand for a sense of design has been unable to meet the decoration in the old era. Whether for marriage, house selling or renovation, the new generation has begun to decorate their old houses, and the secondary decoration will also become another large flow export of the building materials retail market

people's demand for secondary decoration

in the past, houses would need to be redecorated for about 8 to 12 years during their residence. Now, people's demand for houses is no longer just for simple living, but for the feeling of "home" in the house. This demand is often reflected in the style of home decoration, so many families have entered the stage of secondary decoration or tertiary decoration, and consumers' demand for improving home decoration is constantly released to the market

generally speaking, consumers' demand for redecoration comes from two aspects, one is hard demand, the other is soft demand

the rigid demand comes from the need to redecorate the houses themselves. After living for a few years, many houses are not suitable for decoration because of changes in family structure and consumption level, or damaged decoration, unreasonable layout of functional areas and other reasons

generally, such consumers have a large proportion of partial redecoration, and they will hope to redecorate the parts that have been used for many years and are seriously dilapidated. Among them, kitchens, toilets, background walls, etc. are the parts where local redecoration and decoration are concentrated. As a frequently used space in the family, the kitchen is easy to be eroded by oil pollution. Water pipes, circuits and gas are damaged and aged due to frequent use. Therefore, the kitchen is facing the problem of secondary decoration earlier than the living room and bedroom, and the kitchen and bathroom project accounts for almost 80% of the secondary decoration project

in some older houses, the wall tiles of the kitchen will be cracked and hollowed out, so it is inevitable to replace them when redecorating. However, in home decoration, the utilization rate of ceramic tiles in kitchen and bathroom is the highest. Because ceramic tiles have the characteristics of corrosion resistance, wear resistance, easy cleaning and low water absorption, ceramic tiles are usually used in rooms that are easy to cause dirt. As the main living space, the bathroom and kitchen are almost 100% rebuilt in the secondary decoration, which also represents that the probability of needing ceramic tiles is 100%. This export brings great opportunities to the ceramic tile market

soft demand mainly comes from consumers' pursuit of changes in home decoration style. The style of home decoration has been changing. In the past few years, the "classical European" decoration style has become popular, and in the past two years, the "industrial style" has become popular again. The change of home decoration style is actually the change of people's aesthetics. When a certain style pleases consumers and becomes popular, consumers naturally have the need to decorate again

nowadays, young people have a preference for decoration. When many old houses are wedding houses, redecoration is inevitable, and many houses even need to be redecorated as a whole. Such as traditional garden broken flowers, classical European style, traditional Chinese style, American rural style and so on, these decoration styles have been unable to meet the increasingly picky aesthetic taste of young people. Simple European, modern, simple, simple and mixed styles all need ceramic tile matching, and these styles just cater to the thoughts of young people

according to Boston Consulting, China's consumer market will increase by $2.3 trillion in five years, 65% of which will be brought by the post-80s, post-90s and post-00s. In the future, the frequency of house secondary decoration is bound to gradually increase

during the secondary decoration, the solution of ceramic tiles

whether it is hard demand or soft demand, consumers will refer to the current popular style when decorating again. The ceramic tile industry is also constantly updating its products to meet the current decoration style according to the needs of users. In addition, the design services provided by ceramic tile stores can also meet the personalized needs of consumers. This means that ceramic tiles can meet most of the needs of most consumers in the secondary decoration, but the only thing that cannot be met is the price

one of the ways to deal with ceramic tiles during secondary decoration is to knock the old and lay the new. If ceramic tiles and cement are used, the cost of secondary decoration can almost double that of primary decoration with this traditional wet pasting method. Knocking off old tiles and transporting waste products will increase the construction volume and decoration cost, and even damage the embedded water and electricity lines if you are not careful. Usually, houses with older houses, older tiles or damaged tiles will choose this way to repaint. 3. Consumers who redecorate within 4 years usually do not renovate tiles due to cost considerations

another way to repaint tiles is to cover old bricks with new bricks. This method has the advantages of low cost, fast speed and more environmental protection. It is OK to directly cover the new tiles with tile glue on the old tiles. In order to reduce the thickness of the floor, you can choose thinner ceramic tiles, such as thin plates. If you use 5.5mm thin plates, the total thickness of thin plates plus ceramic tile glue will not exceed 10mm. In this way, you only need to increase the bottom of the door frame of the room by 10 mm

in order to control the height of the ground, thin plate or thin plate is the best choice. At present, the products of thin plates and thin plates on the market are very rich, with 600 specifications × one thousand and two hundred × 4.8mm、900 × one thousand and eight hundred × 5.5mm、1200 × two thousand and four hundred × 5.5mm can be selected, and the design and color also conform to the current fashion trend, including imitation marble, imitation granite, wood grain, jade, cloth art, etc. Except for thickness, it is almost no different from traditional ceramic tiles. Large size thin plates, whether on the wall or on the floor, are very in line with the popular simple style

in addition to the decoration style, consumers of secondary decoration also pay more attention to environmental protection and cost. Thin plate is a good choice, but due to the weak price and popularity, thin plate products have not been accepted by the public. In terms of secondary decoration, whether it is the house style, paving design, paving method, or the product itself, enterprises need to think carefully

the essence of products is based on serving consumers. When a certain kind of demand of consumers is prominent, helping them solve problems is one of the ways for brands to obtain the market. This is the case with new ceramic tile products, as well as the secondary decoration market

source: Caisi 360





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