The numerous housing enterprises have successfully sought for the diversified developed and cultivated the new profit growth point since the real estate industry entered the period of severe winter. Nowadays, many housing enterprises have coveted the field of Internet “home decoration”. Currently, the large-scale housing enterprises such as Evergrande, Vanke and Country Garden have entered the field of home decoration and have achieved good results.

Recently, China Evergrande Group has held the signing ceremony with 15 famous brand home furnishing enterprises in Guangzhou and has announced to establish a cooperation alliance, and 15 home furnishing enterprises including Mercury Home Textiles, Quanyou Furniture and Landbond Furniture have joined this alliance to snatch the share of the home decoration market in the way of “fully furnished” houses of refined decoration. Previously, Greenland Group reached the strategic cooperation with over one hundred home building materials brands, including the premium brands such as Nature, Oppein, ZBOM, Kohler, Dongpeng, ROBAM, Arrow and Dulux; the first flagship store of Ohome, an Internet home decoration brand subordinate to Country Garden was opened in Guangzhou; Guangdong Our House Group joined hands with Boloni Home Group to strategically signed the agreements with five enterprises such as Country Garden Property and Yango Group and aggressively entered the communities of new houses and old houses by virtue of the developers’ community resources, and its turnover reached over RMB 150 million within less than 3 months.

China Evergrande Group has held the signing ceremony with 15 famous brand home furnishing enterprises in Guangzhou

The home decoration market in China is of large scale but the characteristics “big industry, small companies, replication difficulty nationwide and low concentration ratio of industry” have always existed in the home decoration industry. Up to now, no real “leader” of the home decoration enterprises has appeared in China, and it is difficult for the enterprises to achieve the scale of RMB ten billion. The housing enterprises leader will have little influence on the traditional home decoration companies after they enter the home decoration market.

(Source: JJgle.com)