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近年来,随着我国房地产业的飞速发展,使得我国建筑装饰行业的总产值以20％左右的速度递增,全国家装行业总产值以每年30％的速度递增。到2005年,装修建材需求有望突破6500亿元,处于绝对扩张阶段;其中,住房相关商品是我国消费结构升级的发展方向,作为居民的必需品——家庭中央空调、热水器市场就有1000亿元左右。 巨大的市场和利润空间,使得无数的企业和个人进入了装修业,但各公司是良莠不齐,以致家装事故频频发生,造成了很大财产损失。为了规范市场,本着“提高效率、降低成本、保证质量,实现直接流通”的原则,国务院和建设部制订了精装修房的标准和实施细则,鼓励房地产商进行精装修房的开发,并逐步取消毛坯房。有些地方政府也制订了相关政策,如上海将在2005年取消毛坯房。使得房地产商将在未来的时间里成为家电企业的重要客户,成为直接的终端战场。 所有这些对家电企业来说是一个利好,能减少流通成本,获得大额定单,同时便于维护,但对家电企业的现行营销模式、管理模式以及生产和物流都是一次严峻的挑战。那么作为家电业的制造商,应该如何介入房地产开发商的工程采购?本文探讨的正是这个话题。
In recent years, with the rapid development of China’s real estate industry, the total output value of China’s building decoration industry has been increasing at a rate of about 20%. The total output value of the national decoration industry has been increasing at an annual rate of 30%. By 2005, the demand for decoration materials is expected to exceed 650 billion yuan, in an absolutely expansion phase. Among them, housing-related commodities are the development direction of the upgrading of China’s consumption structure. As the necessities of residents, there are about 100 billion yuan in the market for home central air-conditioners and water heaters . Huge market and profit margins, so numerous businesses and individuals into the decoration industry, but the companies are mixed, resulting in frequent home improvement accidents, resulting in a great loss of property. In order to standardize the market, in line with the principle of “improving efficiency, reducing costs, ensuring quality and realizing direct circulation”, the State Council and the Ministry of Construction have formulated the standards and implementation rules for hardcover rooms and encouraged real estate developers to develop hardcover rooms and gradually Cancel rough room. Some local governments have also formulated relevant policies, for example, Shanghai will cancel the rough housing in 2005. Making real estate developers in the coming time become an important customer appliance business, a direct terminal battlefield. All of these are good for home appliance companies, which can reduce circulation costs, obtain large orders, and are easy to maintain. However, they pose a severe challenge to the current marketing mode, management mode, and production and logistics of home appliance enterprises. So as a manufacturer of home appliance industry, how to intervene in the real estate developer’s project procurement? This article is about this topic.