In the first half of 2022, due to the continuous and repeated impact of the new crown epidemic, the home furnishing industry has experienced the most tormented first half of the year. Fortunately, home furnishing companies remain active in the capital market and strive to complete their listing, which is an incentive for their past achievements. It is also an incentive to seize the market with sufficient cash, accelerate industry reshuffle, and improve the long-term "big industry and small enterprises" in the home furnishing industry. situation.
The three demands and four characteristics behind the listing tide of the home furnishing industry in the first half of 2022_1
Home furnishing companies are listed, some are happy and some are sad
First, the listing of home furnishing companies is very active. On average, every half month or so, there will be major media reports on the listing of home furnishing companies. It can be said that the home furnishing industry is entering a new round of listing climax.
Second, listed home furnishing companies come from multiple sub-tracks, including mattresses, doors and windows, home improvement, smart homes, leisure homes, custom homes, etc., which makes more sub-track leading companies see the hope of listing.
Thirdly, the leading companies that have been operating in the home furnishing segment for a long time, such as Mousse in the mattress industry, Royal faction in the door and window industry, and Marco Polo in the ceramic tile industry, have become the big winners in this round of listing.
Fourth, there is still great uncertainty in the completion of the listing of home furnishing companies. Due to the impact of the external operating environment, the sponsor responsibility of the sponsor, and the existence of financial loopholes in the company, the listing has been delayed or suspended.
According to the "Blue Book on the Brand Value of Listed Companies in 2021", among the more than 3,000 listed companies, there are only 27 companies in the home furnishing industry, and the home furnishing sector accounts for less than 1% of the entire capital market, which is obviously related to the position of the home furnishing industry in the national economy. Mismatch. We are looking forward to a new round of listings in the home furnishing industry, which will increase the weight of the home furnishing sector in the capital market, and will also be conducive to the healthy and sustainable development of the home furnishing industry.
The three demands and four characteristics behind the listing tide of the home furnishing industry in the first half of 2022_2
Home furnishing companies are busy going public, what do you want?
The new wave of listings triggered by the current home furnishing companies focuses on improving the "three modernizations" construction, raising the competition threshold of the home furnishing industry, accelerating industry integration and reshuffle, and exploring a new path for the transformation and upgrading of traditional industries.
Branding, taking the door and window industry as an example, two leading door and window companies, Senying and Huangpai, applied for listing at the same time in the first half of the year, which is expected to make up for the lack of professional door and window companies in the capital market. Through listing, it becomes a public enterprise, enhances its influence in the industry, lowers the threshold of consumer trust, and creates distinct brand attributes. In many sub-tracks in the home furnishing industry, capital is urgently needed to leverage branding and become a key link from the region to the whole country.
Large-scale, after the home furnishing enterprise goes public and completes fundraising, the main task is to expand the production base, invest more funds in product research and development, and improve the construction of national channels. Especially in the current sluggish external environment, sufficient funds are needed to stabilize cash flow to escort large-scale expansion. For example, Marco Polo, who stepped on Lei Hengda, was questioned about the risk of bad debts, so he used the listing to "supplement blood" and stabilize its position in the industry.
Intelligence, from production intelligence to product intelligence, has become a home furnishing enterprise to reduce production costs and build product competitiveness. Through capital blessing, including listing or introducing venture capital, it shows that intelligence is controlling the development trend of the home furnishing industry. With the help of capital, home furnishing enterprises have sufficient cash, time and space to continuously improve the intelligent layout and improve the experience of smart home.
Yesterday, home furnishing enterprises used scale as a competitive bargaining chip; today, home furnishing enterprises are consolidating their core competitiveness through branding; tomorrow, home furnishing enterprises will take intelligence as their foundation, including production, products, marketing, management, etc. through digital empowerment, Adapt to consumption upgrades and satisfy young consumers. The listing and capital we are talking about now are precisely to build a bridge from the past to the future for home furnishing enterprises.
When the listing of home furnishing companies becomes the norm, what should be done after listing?
In 2021, it took only 74 days from the announcement of the establishment of the Beijing Stock Exchange to the official opening of the market, which shows that my country is accelerating the development of a multi-level capital market. The China Securities Regulatory Commission has repeatedly stated that it is speeding up the formulation of a market-wide registration system reform plan. The accelerated reform of the capital market has created a relaxed environment for home furnishing enterprises to go public, and at the same time made it possible for home furnishing enterprises to delist. At the moment, home furnishing companies are still a little excited about going public. When the excitement is over, what should they do when they calm down?
Over the past year or so, housing companies such as Evergrande, Xinli, R&F, Aoyuan, Sunshine City, and Kaisa have experienced debt crises one after another. The performance of many listed companies such as Wole Home Furnishings, Mengtian Home Furnishings, Jiangshan Oupai, Gujia Home Furnishings and Meike Home Furnishings suffered a decline. Home furnishing companies that are going public have also encountered the same dilemma. How to deal with accounts receivable and reduce their high dependence on housing companies?
Various online channels ranging from Douyin live sales, WeChat mini-programs to community group purchases have subverted the original channel structure of traditional industries. The home furnishing industry has been trapped in offline channels for a long time, and the consumption characteristics of home furnishing products themselves have led to the unsatisfactory construction of online channels. The home furnishing industry should consider how to build online channels with the help of smart home, Internet of Things technology, big data, etc., open up online and offline, and create a new home life experience for consumers.
When the competition in the domestic home furnishing market is becoming more and more cruel, "going overseas" has become the only choice for home furnishing enterprises to find new growth space. Independent website construction, overseas e-commerce platform cooperation, and social media operation have become the three basic skills that enterprises must have when going overseas. Home furnishing companies that have completed the listing are the main factors to consider whether to go overseas from three aspects: solving production capacity, developing markets, and resisting trade frictions.
The "second half" competition of home furnishing enterprises
When the home furnishing enterprise enters the capital market, it realizes the transformation to a public company, and accepts the supervision and supervision of the government, the market, investors, partners and so on. The home furnishing companies that go public have completed a change in identity, but also a change in thinking; the stage of competition is wider, the means of competition are more flexible, and the competition system is more stringent. From home furnishing companies waiting to be listed to companies planning to go public, only by making complete preparations can they win the game in the "second half" and have the last laugh.