The new real estate policy activates home consumption, and the 'future home' is here

On May 17th, the central bank issued three heavyweight new policies on real estate finance; On May 18th, the official WeChat account of Nanjing Housing Provident Fund Management Center announced that the interest rate for provident fund loans will be reduced by 0.25 percentage points from today onwards. The introduction of new policies has driven the heat of the real estate market, and as an important downstream industry of the real estate sector, the home furnishing market has also ushered in new vitality for consumption.

Home consumption involves multiple fields and has a long upstream and downstream chain, which is an important component of market consumption and directly reflects the quality of life of residents. The reporter's visit found that currently, home consumption is showing an upgrading trend towards environmental protection, intelligence, and comfort. The market space for personalized and customized home products is vast, and the "future home" full of intelligence and technology has entered reality.

Falling in love with 'smart' homes, consumers are more willing to pay for intelligence and health

Welcome home, it's been a tough day too. Let's relax! "Walking into a brand experience center in the Deji Square Home Furnishing Brand Collection Experience Area, the scene based design makes the feeling of" home "come to mind. After the smart center console of the whole house switches to the home mode, the lights, music, and fragrance automatically turn on.

Entering the living room, a smart TV can be set up for different scenarios such as "home", "meeting", "watching movies", and automatically matched with corresponding lighting and background music. Entering the kitchen, a series of intelligent products make cooking full of technology. The gas stove ignites, the range hood automatically turns on, and as soon as the fire goes out, the restaurant lights automatically turn on, intelligently jumping to dining mode; The smart oven next to it has dozens of smart recipes, which can automatically cook by adding ingredients according to prompts.

The three temperature zone independent temperature control technology of the ice bar wine cabinet, the four-dimensional ecological fruit storage technology of the refrigerator, the 3D perspective drying technology of the washing machine, and the 3D air curtain oil fume isolation technology of the "maintenance air wash" wardrobe and kitchen appliances... The relevant person in charge of the store listed a long list of smart homes developed by the brand to the reporter. He said that consumers now pay more attention to the matching of household appliances, cabinets, and other items with their own lifestyle, and value the integration of complete scene services and home furnishings. Our brand integrates home appliances and home art from three dimensions: original and refined technology, spatial intelligent experience, and high-end intelligent living, bringing consumers a dual experience of intelligence and art

At a bedding store, Ms. Meng, a staff member, showed reporters an intelligent combination of a bed and mattress that can adjust the angle. The smart bed can adjust the corresponding angle according to various modes such as leisure, reading, watching movies, and massage, and can also perform massage through sound wave vibration. The smart bed can also detect snoring and automatically adjust the angle for snoring intervention. Consumers nowadays, especially young people, are more willing to pay for intelligence and health. Our store's smart products and more environmentally friendly and healthy products sell better

Strolling through home decor in the 'home scene', there is a vast market space for bundled and customized services

On May 18th, in the home furnishing brand collection experience area on the 6th floor of Deji Square, many consumers held their phones to take photos and check in. The designer connected more than ten home sales stores of different sizes that were originally scattered in various areas of the mall, creating a shopping experience of a super large collection store by linking them together.

The person in charge of the brand experience center mentioned above told reporters that nowadays consumers are more willing to browse home in the "home scene", where they can more intuitively see the effect of home products presented in the home. Consumers are more willing to pay for embedded and bundled home appliances, and their purchasing behavior is no longer dominated by a single product, but focuses on scenario based products. This also provides greater development space for personalized and customized home products, "the person in charge introduced while leading reporters to visit." You see, our washing machines, refrigerators, kitchen and bathroom products are perfectly embedded with cabinets. We can create home decoration design drawings according to consumer needs, and our products can be 'customized'

The reporter saw at Red Star Macalline Jiangsu Global Home No.1 Store that it has been upgraded to a "scenario based home experience shopping mall", integrating building materials, appliances, furniture, leisure, entertainment, and art exhibitions. It features immersive themed shopping and can provide various scenario based, systematic, and integrated solutions. In terms of cabinets, system doors and windows, curtains, shower rooms, and even whole house customization, many brands offer free on-site design; For families who want to undergo partial renovation, we can also provide partial renovation design services, so that they can easily and worry free renovate.

New real estate policies activate home consumption, bringing new potential through 'trade in'

Under the guidance of the Circulation Industry Promotion Center of the Ministry of Commerce, the "2024 China Home Furnishing Market Consumption Insights" report jointly compiled by the All Union Furniture Decoration Industry Chamber of Commerce, Easyhome, and iResearch Consulting pointed out that the omnichannel sales of pan home furnishings will reach 4.6 trillion yuan in 2023 and are expected to exceed 5.3 trillion yuan in 2027, demonstrating strong growth elasticity under the release of existing housing demand and innovation in smart home categories.

The report mentioned that on the policy side, in recent years, real estate incentives and home consumption promotion policies have been combined to promote the healthy development of the home industry; On the industrial side, the improved demand for growth in the existing market provides new momentum for the market; On the demand side, the urbanization rate growth trend is good in areas with lower economic development levels, and some incremental housing demand has not yet been released. At the same time, the increasing demand for second-hand and old house renovation is driving the home decoration and home furnishing market into a stock era.

Che Jianxin, founder of the Red Star Macalline brand and CEO of the Red Star Macalline Home Furnishing Group, stated that since the beginning of this year, from the central high-level meeting setting the tone for real estate policies to recent adjustments and optimizations in major cities, there has been an increasing amount of good news in the upstream real estate market. At the same time, home consumers have to renovate on average every 8 years, and there is also a huge demand for partial replacement. Due to the combination of multiple factors, the market size is very considerable.

The "618 year carnival" of Red Star Macalline has been launched. The reporter learned that from May 19 to June 20, Red Star Macalline will invest 100 million yuan of resources, and at the same time provide exclusive preferential policies for old for new brands plus special subsidies for shopping malls to tap the stock and bring awesome preferences to consumers.

Currently, Nanjing is carrying out a pilot program of "exchanging old for new" for existing housing. At the same time, the new real estate finance policy has also released positive signals, driving market consumer sentiment to improve. The 'trade in' campaign for consumer goods is underway, and favorable policies such as Nanjing's' trade in 'and financial policies continue to be implemented. We believe that this will provide more opportunities for the home furnishing market. In an interview with reporters, the person in charge of a certain brand's home furnishing store expressed confidence in the future.