Last year, the national building materials home sales fell 2.46%

In the past year, the domestic building materials and home furnishing sector faced significant challenges. According to data released by the China Building Materials Circulation Association, the National Building Materials Index (BHI) in December 2012 dropped to 106.48, marking a 3.32% decline from the previous month and a 0.72% decrease compared to the same period the previous year. Sales for large-scale building materials stores also saw a notable drop, with monthly sales reaching 100.6 billion yuan, down 5.92% from November. Annually, total sales amounted to 1.2467 trillion yuan, reflecting a 2.46% year-on-year decline. Qin Zhanxue, executive vice president of the China Building Materials Circulation Association, explained that the market entered its winter season in December, following the downward trend seen in November. During this off-peak time, many stores adopted holiday promotions as part of their regular marketing strategy to maintain customer engagement. At the start of the year, aggressive discount campaigns were not aimed at maximizing profits but rather at building up customer bases for the new year and capturing market share. The industry has been struggling for several years due to the overheating of the real estate market, which led to a "land battle" among home hypermarkets across major cities. This expansion was driven by the belief that real estate growth would continue, making property development a key investment point for building materials and home shopping centers. However, Qin pointed out that the current downturn is not only due to the real estate chain reaction but also the result of excessive store expansions and fierce competition. As a result, many large building materials stores are now facing issues such as declining occupancy rates, difficulty in attracting investors, frequent changes in management, and challenges in collecting rent. To overcome these difficulties, Qin emphasized the need for the industry to undergo transformation and upgrading. Companies should focus on understanding the evolving needs of urbanization and adapt their business models accordingly. By doing so, they can better position themselves for future growth and sustainability in a highly competitive market.

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