2008 is finally getting farther and farther away from us, and the spring of the Year of the Ox comes as scheduled. For the household sector, the Year of the Rat has made us experience too many hardships and tests, and we have long been full of longing and expectation for the days when spring blooms. However, the uncertainty of the domestic market makes us dare not assert that winter has passed. At the beginning of the Year of the Ox, the booming stock market just made people smell the breath of spring, and the news that Japan's household appliance industry was wiped out made people feel the biting cold of spring. The home circle is still in an uproar. Is it warm spring or still cold winter waiting for us? But the new year has a new atmosphere, and spring means sowing and hope. The annual spring decoration season is coming soon, which may become an opportunity for the recovery and revitalization of the home furnishing industry. Let's analyze the following four major industries: furniture, home textiles, home improvement and kitchen:

The spring decoration craze has brought an "opportunity" to the furniture industry, the leader of the home furnishing industry.

Needless to say, 2009 is still a severe test for China furniture industry, but opportunities always coexist with challenges. 2009 is not entirely synonymous with embarrassment and blow. After a long winter, the spring decoration fever is an opportunity, which not only stimulates the market demand of furniture products, but also gives China furniture industry a chance to develop again.

First of all, the spring decoration boom has given well-known furniture brand enterprises that have survived the cold winter more room for development. The economic crisis has hit and weakened well-known furniture enterprises to a certain extent, but relatively speaking, well-known enterprises are far better than non-well-known enterprises in their anti-attack ability. Its strong financial strength, strong marketing ability and strong brand appeal can guarantee the quality of its customer resources. Moreover, the current economic crisis has dealt a blow to the truly free market economy in China, but it has not dealt a substantial blow to the employees of monopoly enterprises and a large number of administrative institutions in China, or has little impact on those employees of non-market economy institutions. Moreover, when these high-end consumers choose to decorate furniture, they still prefer the products of brand furniture enterprises. Choosing high-grade furniture is actually choosing a lifestyle, the beginning of a refined life, which means that many middle classes such as petty bourgeoisie and white-collar workers will be interested in brand furniture, so the brand furniture market is still very clear.

"The overall economic situation has led to a decline in market demand in the home furnishing industry, but the high-end furniture market is an exception. So far, it has been in short supply in China. " Zhu Changling, vice chairman of China Furniture Association, said that the competitive advantage often lies not in absolute strength, but in relative strength. Therefore, once you meet the right opportunity, such as when the furniture market starts to pick up in the decoration season, it will be the best venue for market leftovers. At this time, the operability of the market does not come from the strength of the enterprise, but from the weakness of the opponent. Therefore, as long as furniture enterprises seize the opportunity to survive the cold winter, they can make a beautiful turnaround in the spring decoration season.

Secondly, the market demand of domestic industrialization and urbanization has brought lasting impetus to the furniture industry. At present, the process of industrialization and urbanization in China is still accelerating. Earlier, the state invested another 4 trillion yuan to strengthen infrastructure construction and launch a real estate rescue. People's demand is also growing. Housing improvement, marriage room and decoration improvement remain unchanged. Secondly, the demand from government procurement is also great. In addition, the proportion of tertiary industry development in China is still relatively low compared with developed countries, and there is still a lot of room for development.

Thirdly, a large number of policy support issued by the state has ensured the development of the furniture industry. The State Council introduced ten measures to expand domestic demand growth, and allocated 4 trillion yuan as support. In addition, there are six measures to ensure the stable development of light industry and textile industry, and the export tax rebate has been raised twice to 13%. There is also the impact of the state's rescue of the housing market and the stock market, including reinvestment in the development of the tertiary industry, including investment in agriculture, which will have a series of benefits for the furniture industry.

These favorable conditions show that both internal drive and external stimulus have cleared the way for the development of furniture industry. A large number of furniture enterprises have become more tenacious after experiencing the economic crisis and the cold winter. Now, driven by the spring decoration boom, they will surely usher in a more vigorous development season.

Spring decoration, home textile soft clothes gradually "hard".

Internal cause: the proportion of expenditure on home textiles (see map) soft clothes in home decoration is gradually increasing.

Economic crisis, no money to buy a big house, but as long as some home textiles are cleverly stored and placed reasonably, small spaces can also play big tricks, and you don't have to make a big fight, you can get good results just by changing the colors of curtains and carpet cushions; In 2009, soft clothes became the first "cake" eaten by many home furnishing enterprises. According to some data, the average total cost of new home decoration in the first year is 7 1038.6 yuan, of which the consumption for soft decoration accounts for 18.9% of the total decoration expenditure. However, since the second year, more families will make up for the obsolescence of their houses by replacing soft clothes, and the cost of a family's soft clothes is increasing, which undoubtedly creates many business opportunities for the soft clothes market such as home textiles.

External cause: Good external environment has enhanced the confidence of the development of home textile industry.

The state invested 4 trillion yuan to stimulate domestic demand and introduced 10 measures to stimulate growth. These are the good external environment for the development of home textile enterprises and the key measures to boost confidence. As far as home textiles are concerned, wedding home textiles, baby home textiles and functional home textiles will become new growth points in 2009. The data shows that nearly150,000 couples get married every year in China. If each couple spends 2,000 yuan on home textile products, the wedding market has a consumption potential of 30 billion yuan in addition to the consumption space such as gifts and daily life. Especially with the advent of the post-Olympic economic era, the consumption of wedding home textiles has accelerated sharply.

The research and development of functional home textile products has become the development trend of the whole world home textile industry. Functional home textile products can not only meet the needs of the products themselves, but also provide people with health, safety, comfort and environmental protection. The additional functions provided by home textile products have become a hot spot of consumption. Functional pillows, antibacterial towels and quilts are accepted by more people, and people are willing to get safety and health while resting.